Atlantic City Casinos Raise $315,000 at the American Foundation for Suicide Prevention's Walk on the Atlantic City Boardwalk

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ATLANTIC CITY, N.J., Sept. 23, 2026 /PRNewswire/ -- The Casino Association of New Jersey (CANJ) proudly joined the American Foundation for Suicide Prevention's (AFSP) 7th Annual Out of the Darkness Community Walk, on Sunday, September 20, raising $315,000. Led by team members from Hard Rock Hotel & Casino Atlantic City, employees from all casino properties participated in Sunday's walk, demonstrating the industry's shared commitment to supporting suicide prevention, education, and mental health awareness within the local community. 

"We are very proud to once again join the American Foundation for Suicide Prevention in advancing its mission to save lives and educate the public about the importance of mental health," said Michael Sampson, General Manager at Hard Rock Hotel & Casino Atlantic City. "Supporting access to lifesaving resources and services helps build stronger, safer communities and ensures our neighbors have the support they need when they need it most."

Hard Rock Hotel & Casino Atlantic City was the first Atlantic City casino to participate in the AFSP Out of the Darkness Community Walk, inspired by team members whose loved ones have been impacted by suicide. Since 2018, Hard Rock Atlantic City has helped bring together residents, businesses, and organizations to raise awareness and critical funds for suicide prevention, helping to grow the AFSP Out of the Darkness Walk into the largest walk of its kind in New Jersey.

"We are proud to bring together our community to support the incredible work of the AFSP New Jersey Chapter," said George Goldhoff, president, Casino Association of New Jersey (CANJ). "Every year, AFSP's efforts make a difference in the lives of so many and provide support and hope to those struggling with mental health. This tremendous participation from every Atlantic City casino demonstrates the industry's commitment to furthering this vital cause and supporting the neighborhoods closest to us."

Suicide is the 10th leading cause of death in the United States, with more than 48,000 Americans dying by suicide in 2024. In New Jersey, suicide remains a leading cause of death among young people. The New Jersey Department of Children and Families reports that suicide is the third leading cause of death among youth ages 15 to 24. The National Institutes of Health also reports that 20% of children ages three to 17 have a mental or behavioral disorder, with suicide rates for children ages 12 to 17 increasing by 16% between 2008 and 2020.

Established in 1987, the American Foundation for Suicide Prevention is a voluntary health organization dedicated to saving lives and bringing hope to those affected by suicide, including those who have experienced a loss. AFSP creates a culture empowered by research, education, and advocacy that supports mental health through public education and community programs, develops suicide prevention through research and advocacy, and provides support for those affected by suicide.

"On behalf of our entire organization, we are incredibly grateful to Hard Rock Hotel & Casino for its continued partnership with AFSP and its unwavering support of the Atlantic City community through the Out of the Darkness Walk. Year after year, Hard Rock demonstrates what it means to be a true partner in suicide prevention—not only through its generosity, but through its commitment to creating a community where mental health is openly discussed, and people know they are not alone," said Mike Lamma, Executive Vice President & Chief Operating Officer.

Lamma went on to commend the sponsors and strong community support, adding, "We are equally grateful to all of our sponsors and community partners who continue to stand with us in this important work. Their dedication helps us bring hope, connection, and resources to those who need them most, while breaking down the stigma that can prevent people from seeking help. Together, we are building a stronger, more compassionate community and creating meaningful, lasting change. We are honored to have these partners alongside us in this mission."

Media Contacts:
Sharon Pearce, Hard Rock Hotel & Casino Atlantic City
(609) 449-5078
[email protected]

SOURCE Hard Rock Hotel & Casino Atlantic City