GAMING CHIPS

     The former president of Caesars Palace said he plans to transform the company that owns the Boomtown hotel and casino into a mid-level player with a site on the Strip.
      "I don't see mys elf as going to Boomtown," said Dan Reichartz. "I see myself with an opportunity to build a new gaming company."
      The 56-acre Boomtown property, at Interstate 15 and Blue Diamond Road, was opened in May 1994 by a subsidi ary of Majestic Resorts LLC. Reichartz was appointed Wednesday as Majestic's president and chief operating officer.
      "We're going to evaluate the positioning of the property, and ultimately there's going to be a name cha nge," Reichartz said of Boomtown. "There may be opportunities for Majestic to be on the Strip."
      The former decade-long president of Caesars Palace, who resigned his post in November, refused to speculate on where or whe n Majestic could open a Strip resort.
      TRIVIA TIME ... Which earned more on the Las Vegas Strip in 1995 -- quarter slots or dollar slots?
      A PENTHOUSE VIEW ... Penthouse m agazine publisher Bob Guccione said Wednesday he's close to signing a joint-venture partnership to build a Penthouse casino hotel on the Atlantic City, N.J., boardwalk.
      "This is very serious," Guccione told The Press of Atlantic City newspaper. "I'm not in the habit of saying things that aren't seriously about to happen. That's why I've kept my mouth shut, but this looks pretty serious, so I'm not afraid to talk about it."
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