PW-FEB20-28-29-Attraction-Profile.qxp_Feature 03/03/2020 16:09 Page 28
Attraction Profile
www.parkworld-online.com
The dream is a reality: Well, almost!
It was with great anticipation that Dr Jack Samuels, AKA the Fun Doctor paid a visit to the American Dream development, East Rutherford, New Jersey on behalf of Park World. After following the development history of this project over a 17-year period, including having one of his graduates broker the original deal for Xanadu, American Dream’s predecessor, it was great to know that this project is finally coming to fruition, he said.
Leisure mall American Dream, developed by Triple Five Group, will provide customers with an entirely unique experience. The $5.7 billion, 3 million square foot (287,709 sq m) property offers a curated mix of unparalleled entertainment, retail, and dining options, all in one location. It is the world’s first leisure mall, offering more than just retailtainment. The term “retailtainment” is a marketing activity that occurs in a
“leisure mall,” a phrase I first coined in the mid 1980s. A leisure mall contains more entertainment, recreation and dining than retail outlets. In fact, 55% of American Dream's space is
dedicated to entertainment and dining, while only 45% is for retail. When completely open by late 2020, it will have a theme park with 35 rides and attractions, an ice rink, an indoor ski and snowboard park, an aquarium, a 300 foot (91 m) tall observation wheel, 100 dining options, and approximately 350 shops. I arrived at about 10:30 a.m. after enduring a
New Jersey traffic jam which once again made me think of the possible traffic problems that could occur at certain times on New Jersey Route 3, the highway
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that runs to the American Dream, but is one of the major arteries that take commuters and other brave
traffic resistant souls into New York City via the Lincoln Tunnel. Hopefully, the well planned amount of public transportation to the site and the fact that 50% of the visitors are projected to come from New York City will make the traffic to the Dream a real dream. On arrival I was directed by a great number of
signs all around the building until I reached the parking garage which was free on the day of my visit, but is reportedly going to have a charge in the future of about $8 per visit and $30 on days when the adjacent MetLife stadium is having an event. It is clear that management is adjusting parking charges because we were informed that the only time parking is currently charged is on the Met Life Stadium, where the football Giants, Jets, and major pop concerts are held. On event days patrons will be able to get this refunded if they do patronse businesses in the Dream.
Family attraction American Dream is owned by the Triple Five Group based in Edmonton, Alberta, Canada. It is currently in
Nick and The Rink
The first portions of the $5 billion American Dream in East Rutherford, New Jersey, are now open. Nickelodeon Universe, the largest (8.5 acre) indoor theme park in the Western Hemisphere, and The Rink – an NHL-size ice skating and hockey facility, opened to guests on October 25, marking the first chapter in the revolutionary destination’s opening. Guests can visit Nickelodeon Universe, the
cartoon-based theme park, and the accompanying gift shop inside the mall. The park features characters, places, and other elements from Nickelodeon television shows. They will find more than 35 rides, rollercoasters, and attractions, including the world’s steepest roller coaster, the Shellraiser, and a gift shop near the exit, but no games. Steps away from Nickelodeon Universe,
visitors will find an indoor ice skating at The Rink – one of the few NHL-size skating and hockey rinks in the region. Adjacent to The Rink is a window into DreamWorks Water Park, allowing guests a sneak peek at the progress of the second chapter of American Dream’s opening. Big Snow American Dream, an indoor ski
slope, opened in December. Make a Splash: DreamWorks Water Park and more than 350 retail, food, and entertainment offerings are planned to open this year.
FEBRUARY 2020
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