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CRDA Board Approves Three-Year Agreement to Retain Iconic Miss America Competition in Atlantic City
ATLANTIC CITY, NJ – (Thursday, February 18, 2016) – The Board of the New Jersey Casino Reinvestment Development Authority (CRDA) at its meeting on Tuesday approved a three-year agreement with the Miss America Organization and dick clark productions that will ensure that the Miss America Pageant remains in Atlantic City through the 2019 competition.
“Today marks a significant milestone in the continuing reinvestment in Atlantic City as a prime resort destination,” said Robert Mulcahy, acting Board chairman of the CRDA. “We are proud to be the home of the Miss America Pageant for the coming three years and excited about the addition of dick clark productions to the production team, and the new marketing and promotional opportunities the agreement brings to Atlantic City and the State.”
The agreement between the three parties stipulates that the CRDA will provide $3.5 million, $3.75 million and $4 million for the 2017, 2018 and 2019 competitions, respectively. An additional $325,000 yearly payment to Miss America will cover expenses incurred during the production of the competition. The deal provides for live network broadcast of the competition; the ABC network is set for the broadcast over the next three years.
As part of this deal, Atlantic City will see additional benefits from dick clark productions in the form of promotions and destination mentions during the 2016, 2017 and 2018 Billboard Music Awards and the 2017, 2018, and 2019 ABC New Year’s Rockin’ Eve broadcasts. Additionally, the Miss America Organization will promote Atlantic City during the opening of the next three pageant broadcasts as the contestants are introduced at various locations throughout the city and provide an in-show promotion approximately eight minutes in length.
According to ABC, the Billboard Music Awards (11.2 million) and the Miss America (7.4 million) competition delivered the two highest ratings in total viewers and in adults 18-49 years of age during the four-month period inclusive of their broadcasts last year and saw a 43% increase in teen viewers. Meanwhile, ABC’s New Year’s Eve coverage reached more than 59 million viewers in 2015.
“We are thrilled Miss America will remain in its historic birthplace and look forward to maintaining the tradition with Atlantic City for years to come,” said Mike Mahan, President of dick clark productions.
“Importantly, the agreement rewards Atlantic City with significant new broadcast television exposure, social media integration with the organization and retains a truly iconic event in Atlantic City,” said Mulcahy.
The agreement also guarantees five promotional appearances in Atlantic City by Miss America and the promotion of the city as a resort destination during any and all television interviews. The CRDA will also assist the Miss America Organization with the staging of the annual “Show Us Your Shoes” Parade, which attracts tens of thousands of visitors to Atlantic City each year.
“The CRDA is continuing to capitalize where we can on promoting Atlantic City,” said CRDA Executive Director John Palmieri.
The Miss America competition at Boardwalk Hall directly supports more than 15,000 hours of employment from building trades to support staff each year.
In other news, the Board agreed to enter into an intergovernmental agreement with the City of Atlantic City to fund additional Class II police officers for the Atlantic City Tourism District. The CRDA will provide up to $1 million, which will reimburse the City for training, labor, equipment, body cameras, bullet resistant vests, uniforms and communications equipment for 30 Class II officers in a specialized unit serving the Tourism District, as part of an ongoing commitment to bolster public safety resources and enhance the visibility of the police in the District.
Board actions will take effect following the expiration of the Governor’s statutory review period.
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The only agency of its kind nationwide, the CRDA has used Atlantic City casino reinvestments as a catalyst for meaningful, positive improvement in the lives of New Jersey residents, investing nearly $2 billion in more than 400 projects statewide since 1984. Under the 2011 Tourism District Act, CRDA’s mission evolved from statewide projects to becoming the state’s key economic development agency for Atlantic City. CRDA responsibilities expanded to include land use regulation, clean and safe initiatives, tourism marketing, ownership and oversight of the Atlantic City Convention Center and Boardwalk Hall, and partnership with the Atlantic City Alliance to brand and market Atlantic City. The former ACCVA, now a division of CRDA, is the first destination marketing organization in New Jersey to achieve prestigious Destination Marketing Accreditation by the Destination Marketing Association International.
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