Resorts Atlantic City will debut a new luxury option for its guests when it opens Serene Blu this weekend.

Serene Blu, located on the casino level near The Double Down Lounge, is a boutique offering therapeutic treatments and massages. This is the first Atlantic City casino location for Serene Blu, which was founded in 2003.

The idea of Serene Blu is to offer relaxing, stress-relieving treatments without requiring customers to commit the great deal of time that it may take if you went to a spa. Massages are priced at $1 per minute with a minimum of 20 minutes, and the location, right near the casino floor, enables players to get back to gambling quickly.

"We went looking for something like this because we have a large Asian market and we are constantly looking services like this to cultivate that market," says Resorts Senior Vice President of Marketing Kathleen McSweeney. "It provides a high level of convenience. We know it's going to be extremely popular."

Guests will have the option of private and public treatments, and the massage rooms were designed so that adjoining doors can open for couples massages. Services include deep tissue, reflexology, chair and warm stone massages. Serene Blu has other locations in New Jersey and Philadelphia, including the Hamilton Mall in Mays Landing.

The Serene Blu space went through a complete renovation that includes new carpeting, six private massage rooms with tables, new massage chairs and a public area that features plasma televisions, leather furniture and a fireplace.

"They did an amazing job in there," McSweeney says. "They blended the classic architecture in there with a modern style. We're very pleased with the way it came out."

Hours will vary, but Serene Blu will be open daily.

"We're the first casino in Atlantic City to offer something like this," McSweeney adds. "We are always trying to find new niches to attract new customers while pleasing existing ones."

Celebrity sightings

Diane Neal of "Law & Order: Special Victims Unit" stayed at the Tropicana Casino and Resort last weekend, dining at Red Square in The Quarter and gambling most of the night.

Australian TV and film actor Louis Mandylor ("My Big Fat Greek Wedding"), in town to promiere a film at last weekend's Downbeach Film Festival, popped into Megan's Good Grub & Pub, which is owned by Pinnacle. He joined the cast and crew of the independent crime drama "Ice Grill, USA," which was filmed entirely in Atlantic City and also debuted at the festival.

Trop goes

pink for October

The Tropicana Casino and Resort is doing its share this month to bring awareness to Breast Cancer Awareness Month by going pink. During October, the casino's exterior cupola, as well as its fountains, will feature pink lights while its showroom walls will be illuminated with pink ribbons during shows.

Retail shops in The Quarter will also offer special items, including White House Black Market, which will offer a portion of the proceeds from its Give Hope Collection of T-shirts, jeans and key chains to Living Beyond Breast Cancer.

Swarovski will also support Breast Cancer Awareness Month with its 2009 Pink Hope Collection that includes charms, pendants and earrings. Ten percent of the proceeds from the sales will be donated to The Libby House Foundation, and customers who spend at least $150 receive a Pink Hope keepsake box, including do-it-yourself crystal applications.

Oktoberfest at Taj

The Trump Taj Mahal Casino Resort will hold its annual Oktoberfest for the 16th straight year noon to 8 p.m. Saturday, Oct. 24, and noon to 6 p.m. Sunday, Oct. 25, in the Grand Ballroom. German entertainers will highlight the festivities that also includes German food, a European market and more. Attendees can win round-trip airfare to Germany.

By Scott Cronick