Three casinos have bikini beach bars on the sand. The emphasis on sexiness is intended to appeal to a younger, and hopefully more free-spending, crowd. Guess which side is winning? His casino is testing the boundaries of Atlantic City, which for all its history as a bawdy vice destination at the turn of the century — witness the HBO hit series "Boardwalk Empire" about crooked politicians, brothels and speakeasies — has been rather tame when it comes to sex as a marketing tool. The low-cut flapper dresses Resorts is making its female beverage servers wear have already generated two lawsuits from older women who say they were fired for being judged insufficiently sexy in them. And next month, Gomes promises, the casino will host a nightly "Naked Circus" in a parking lot tent.
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The Tropicana Casino and Resort is creating a new "party pit" near its Rumba Lounge nightclub at which female blackjack and roulette dealers will wear bustiers and stockings. It's part of a trend in the nation's second-largest gambling market to sex things up as the competition for the gambling dollar grows ever fiercer. The casino tells The Associated Press it's hiring "nice-looking" dealers to work the six blackjack and two roulette tables while in the sexy new costumes, which will debut over the July 4th weekend.