I don't think Niagara Falls is shooting to be a Vegas or Atlantic City. It is insulting to the city to imagine that its success is only in imitation.
It is mainly the Falls that the people come to see and the rest has grown from that. Build businesses where the people are and make it worth the investment of their vacation money. The Casino is just another business, but it offers employment to a large number of residents. The Casino advertises itself where Niagara Falls doesn't have to. It is changing and may grow in any direction. Recently, it seems to be developing in a positive way.
Niagara is about wineries and our proximity to the States and Toronto. We are about food and history. We have the Niagara Escarpment and the Welland Canal. We have beaches and two of the Great Lakes joined by a large river. More than anything else, we are about the Falls. It is an amazing site to see such a wide expanse of a large river as it falls down a straight cliff which spans two countries.