The New Hamptons?

When it opens this summer, The Chelsea will be Atlantic City’s first hip, stylish non-casino hotel. But can developer Curtis Bashaw really turn A.C. into…

“When I saw the transformative effect of the Borgata and some of the retail and dining in my time at the CRDA,” Bashaw says, “I thought, ‘Wow, this place is Las Vegas 12, 14 years ago.’ A.C. was a resort 100 years ago, and going back to the time when it was a non-gaming town seemed like the thing to do.” And though it seems unlikely, Bashaw thought the cheesy HoJo and Holiday Inn were actually perfect when they became available, since they’re steps from the beach, and a quick walk or ride to the casinos. And he saw that their flaws could be made over into something that’s unique and oddly sophisticated in a way the billion-dollar Borgata is not.

With the properties acquired in 2006 for about $36 million, the plan began to get more specific. Bashaw and Co.’s demographic was one that had been heading to Martha’s Vineyard, Miami or the Hamptons to get the kind of stylish, casual experience the Bashaw team excels in. Clearly the potential guests were there, but they were driving four-plus hours or getting on a plane to get the weekend experience they craved. So the Bashaws were positive that the Chelsea could draw a group of urban professionals and families, from early 20s through their 40s, based in Philly, New York and D.C., who’d be eager for a quick drive to a cool beach hotel come summer, and a spa getaway with great dining in the winter months.

For the past two-plus years of planning the hotel, every decision has gone through the filter of Curtis and Colleen to fit this guest — who isn’t all that different from Curtis and Colleen themselves. Even the name had to be right — and was easily chosen, since the hotel sits on Chelsea Avenue, and the moniker evokes the charming Manhattan neighborhood. Chelsea guests, Bashaw knew, wanted to be sure they’d get the best restaurant experience possible in a town of impressive eateries, so he called on Starr, because he’s the name restaurateur in the Philly market, and because Bashaw had been impressed by Starr and his perfectionism when the two met a few times in Atlantic City. With Starr’s success in New York, even Manhattanites know his brand, and Chelsea customers are brand-conscious.