Resort and Casino giant MGM Mirage (NYSE: MGM) is expected to announce its latest big bet today... a $5 billion casino project in Atlantic City.

The new project gained approval on Monday by the company's board of directors at a meeting held in Detroit, and construction is expected to get under way next year and complete by 2012.

The new development should be an impressive addition to the Atlantic City strip. The new casino, called the MGM Grand Atlantic City will definitely make a bold statement with its 3,000 rooms and suites in three different hotel towers. Big time gamers out there will be able to get their full of action from the casino's 5,000 slot machines and 200 table games.

Perhaps The Donald should assign some of his interns to price out the value of Trump Entertainment Resorts, Inc. (NASDAQ: TRMP). It seems, according to the Philadelphia Enquirer, that the company's asking price of $22 a share is double what the prospective buyer is willing to pay.

In an analysis that would deflate the ego of a lesser man, Bear Sterns Cos. Inc. recently placed a fair-market price of $11 on the stock, which is trading modestly above that level. Trump Entertainment Resorts, which owns casinos in Atlantic City, is thought to be very vulnerable to new gambling venues in development in New York and New Jersey. Earlier this month, CEO James Perry was forced out due to his lack of support for the rumored sale to Dennis Gomes and JEMB Realty Corp.

The disconnect between TER's expectations and the market's valuation of the company has a couple of troubling aspects. Given the sweet deal Harrah's Entertainment recently penned with Apollo Management and Texas Pacific Group, Trump's paltry valuation makes even more obvious its shortcoming. And since the company hired Merrill Lynch to help craft a deal, I have to wonder who is avoiding a reality check here.

Trump Entertainment is in a precarious position to turn down a legitimate offer, but the spread between the two positions could well prove as impenetrable as The Donald's coiffure.

It is not a secret that casinos have been investing a lot of resources into catering to their Asian clients, but should it be acceptable for them to actively and aggressively try to pull Asians into their gaming facilities? According to any article from The New York Times, the recent promotional blitz by Las Vegas toward the Asian community has created emotions ranging from concern to downright extreme anger.

There are basically two ways in which Las Vegas casinos are able to lure in and keep the business of wealthy Asian (mostly newly rich Chinese) and Asian-Americans. One is by creating an enjoyable experience inside the casinos. Second is targeted advertising to the Asian demographic.

The first method strives to create an "Asian friendly" environment inside casinos. This method is one that I have absolutely no problem with what-so-ever. The first and most important rule of thumb in running a successful business is to "know your customer," and casinos can not be blamed for spotting the tremendous amount of cash inflows from their Asian clients and creating a more "user friendly" environment.

The second method involves special societal-based advertising campaigns. This is where the slippery slope of ethics begins, and I for one, have a hard time blaming the casinos for their marketing campaigns. The article gives example of Las Vegas and Atlantic City casinos using advertisements in Asian dialects; advertisements placed in community newspapers in nearby cities; and mailers written in a recipient's native language.

Trump Entertainment Resorts (NASDAQ: TRMP) shares soared more than 20% on Friday after the company disclosed that "The Strategic Committee has recently received preliminary and conditional indications of interest from parties proposing to acquire the Company. There can be no assurance that any of these indications of interest will result in a sale of the Company or any other transactions."

Given that the company had already announced that it was for sale and already jumped on that news, the shares may have gotten ahead of themselves today. But the storyline that interests me is this: If the casinos are sold, is it possible that the Trump name will be removed?

With the ratings of The Apprentice continuing to show weakness in the latest season (even after a move to L.A. to spice things up), I would argue that the Trump name may be suffering from overexposure. His huge ego may have finally turned off the public, and his book with Robert Kiyosaki is probably the worst thing I've ever read.

I just wonder whether the Trump name has much value anymore. There's no question that everyone knows it, but what is the average person's impression of Trump?

While Donald Trump may consider himself himself a mogul, I'll remember him for something else: He has actually found a way to lose an enormous amount of money owning casinos.

Trump's Atlantic City casinos, owned by Trump Holdings (NASDAQ: TRMP) have been flailing for years. Crippled by a massive debt load of about 1.4 billion dollars, the company hasn't been profitable in more than five years (excluding extraordinary items). In 2004, the company filed for bankruptcy to in order to restructure its debt, and Trump stepped aside as CEO. But will the departure of the ultimate blowhard CEO, and the introduction of professional management, be enough to save Trump's casinos?

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Trump Entertainment Resorts Inc. (NASDAQ:TRMP), the casino company fronted by the helmet-haired star of "The Apprentice," is up for sale.

Of course, those are not the words the company used. Reuters uses the diplomatic language of "weigh strategic options for financing, capital structure and other alternatives." Usually, the "alternatives" companies weigh involve avoiding getting its butt kicked by its competitors.

Trump hasn't been the King of Atlantic City for a long time. When I get the urge to gamble (my house is about 60 miles or so from Atlantic City), I hit the Borgota, or the Tropicana, anywhere but a Trump property which just aren't as nice.

Adding to the Donald's woes is the recent start of gambling in nearby Pennsylvania. Gamblers from the Philadelphia area don't have to travel far to play the slots and Atlantic City casinos now have to dole out more comps to keep their patrons happy.

Trump may sell all of its casinos or refinance them, according to media reports. My bet is that the banks aren't going to be interested in helping Trump the company out if Trump the businessman is involved at all. Trump may wind up being a brand mascot like Colonel Sanders. Still, I bet that larger casino operators will be interested in some if not all of Trump's properties that are being shopped by Merrill Lynch & Co. (NYSE:MER)

This places NBC in a bind. "The Apprentice" is predicated on the position that Trump is a huge sauces. Maybe the season of the program will feature the suck-ups -- I mean apprentices -- having a garage sale on the Atlantic City boardwalk. I would even tune in to watch.

Private equity, in my opinion, is the juiciest of all the financial sectors. While venture capital is more baldly a gamble -- after all, something like 10% of investments actually pay out handsomely -- private equity is a quieter, stuffier, much, much larger gamble. It makes my blood gurgle with excitement.

Private equity firms have been gambling big, of late, and, according to the Wall Street Journal [subscription required] at this wee hour of the morning, they might do even more so by orchestrating an LBO of Harrah's Entertainment, Inc. (NYSE:HET). Naturally, the biggie of all private equity gamblers, Texas Pacific Group, is rumored to be involved in the talks to buy out Harrah's, which has a $12.34 billion market value and $10.2 billion in debt. Now there's some leverage.

While this would certainly be the biggest casino company ever bought out by a private equity group, it wouldn't be the first casino company -- Colony Capital, also rumored to be in on discussions, has bought several properties in Atlantic City and Las Vegas -- or the first huge gamble. After all, there's HCA Inc. ($21.3 billion), in my mind (and I was analyst on many a hospital deal in my time in investment banking) a huge hospital management company like HCA is a huge gamble. In hospitals you have two very egocentric, impossible-to-predict, and money-hungry groups pulling your cash flow this way and that: doctors and the U.S. government. Ick.