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Borgata Moving on Atlantic City Boardwalk

``Beginning this weekend, 81 new wheeled wicker two-seaters began weaving through crowds up and down the great wooden way, plastered with placards for the $1 billion casino hotel scheduled to open in 12 to 15 months.

``Many times each hour, they'll pass beachgoers in front of Caesars and Trump Plaza, which this spring reclaimed `their' beaches from Borgata after a bidding war.

``...The rolling-chair ads are in lieu of the rented umbrellas and chairs that for three summers carried the Borgata logo on the high-visibility beaches in front of Caesars and Trump Plaza.

``Two months ago, Trump Plaza reclaimed its beach with a winning bid of $101,000 for the city-sanctioned rights to rent or lend beach gear. Borgata withdrew from the bidding at $100,000. Trump's chief operating officer, Mark Brown, was incensed that Borgata forced him to pay so much for a concession that normally goes for $10,800.

``...The rolling-chair ads are part of Borgata's escalating ad campaign, as seen by new billboards erected along the city's three main entryways. `Future home for people who like to have fun,' reads one. `Abundant opportunities to work and play,' says another..."

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