In November 2016, Harrah's began renovating the 450 Bayview rooms/suites. On a square footage basis, this installation is believed to be the largest exterior LED display surface in the world. At night, the entire surface of the tower displays varying digital images. The hotel tower is Atlantic City's second tallest building, at 525 feet. The Waterfront Tower opened in 2008, along with a new pool and a spa, to better compete with the nearby Borgata, which opened in 2003.
In 2002, the 25-story Bayview Tower opened, along with expanded gaming space. The Harbour, Atrium, and Marina towers each stand at 16 stories tall, and the Atrium Tower is connected to the Coastal and Marina towers by hallways on each floor. Another expansion occurred in 1997 with the opening of the Marina Tower. In 1986, Harrah's opened the new all-suite Atrium Tower, due to the complex's popularity and the opening of Trump's Castle across the road. Harrah's opened on Saturday Novemwith a 506-room hotel tower, now known as the Coastal Tower, and became the top-grossing casino in the city. Harrah's Waterfront Tower rises 46 stories above the Marina in Atlantic City. The new casino was located in the marina district – the first casino in Atlantic City not located on the famous boardwalk. Though Bill Harrah did not participate in the new casino's development, the facility was re-branded Harrah's Marina Resort prior to opening. Holiday Inns purchased Harrah's Corporation, following the death of Harrah's founder Bill Harrah, during construction of the facility.
It was originally to be named the "Holiday Inn Marina Casino". Harrah's Atlantic City was conceived, and initial construction started, by a partnership of LM Walters Co and Holiday Inns. It was the fifth casino to open after the legalization of gambling. Harrah's was the first to be located in the district and remained the only resort there until Trump's Castle (later Trump Marina, now the Golden Nugget) was opened in 1985. The casino is one of three in the marina district (away from the Boardwalk and ocean beach) of the city, along with the Borgata and the Golden Nugget. Harrah's is one of the largest hotels in New Jersey. Harrah's Resort Atlantic City is a casino hotel in the marina district of Atlantic City, New Jersey, owned by Vici Properties and operated by Caesars Entertainment.
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