WHAT’S NEXT FOR…
WONDERLAND PIER?
WONDERLAND PIER
AN EXISTENTIAL MOMENT FOR OCEAN CITY
THIS SUMMER, MAYOR JAY GILLIAN ANNOUNCED WONDERLAND PIER WOULD BE CLOSING.
THE PROPERTY IS NOW OWNED BY A RESORT DEVELOPER WHO, WHILE NOT HAVING PROPOSED SPECIFIC PLANS YET, WILL CERTAINLY NOT RUN WONDERLAND AS AN AMUSEMENT PARK BUT LIKELY CONVERT IT TO A HOTEL/RESORT.
THIS WOULD BE A STUNNING DEVELOPMENT FOR OCEAN CITY.
WONDERLAND PIER HAS OPERATED FOR DECADES AND IS ONE OF ONLY TWO AMUSEMENT PIERS ON THE ISLAND. ITS FERRIS WHEEL CREATES THE ICONIC VIEW EVERYONE HAS COME TO KNOW, WHETHER YOU ARE ON THE BEACH, OR DRIVING TO THE ISLAND FROM MILES AWAY. AND THE CONVERSION OF A PORTION OF THE BOARDWALK TO A HOTEL/RESORT COULD BEGIN A CASCADE OF EVENTS THAT COULD LEAD TO A DRASTIC RESHAPING OF OCEAN CITY’S HISTORIC AND FAMILY FRIENDLY BOARDWALK ENVIRONMENT.
FRIENDS OCNJ HAS TAKEN AN ACTIVE ROLE IN TRYING TO PROTECT WONDERLAND.
WE HAVE APPEARED BEFORE CITY COUNCIL AND WRITTEN TO THEM. WE HAVE MET WITH WARD LEADERS. OUR MESSAGE IS VERY SIMPLE: WONDERLAND SHOULD BE SAVED AND CITY COUNCIL SHOULD NOT APPROVE ANY CHANGE TO THE ZONING THAT WOULD ALLOW FOR RESORT DEVELOPMENT ON THE BOARDWALK. THE BOARDWALK IS CRITICAL TO THE ECONOMIC AND HISTORIC VITALITY OF THIS BEACH COMMUNITY.
WHAT FOLLOWS BELOW ARE SOME FREQUENTLY ASKED QUESTIONS ABOUT WONDERLAND. WE WILL UPDATE THE LIST PERIODICALLY TO KEEP PEOPLE INFORMED ABOUT THINGS AS THEY DEVELOP.
INTRODUCTION TO WONDERLAND
Wonderland Pier is an amusement park located at the northern end of the boardwalk in Ocean City, New Jersey. Wonderland represents the life’s work of the Gillian family, the story of which is summarized in the history section of their website https://www.gillians.com/history.
Today, many aspects of Wonderland have become iconic symbols. The giant Ferris wheel climbs 140 ft into the sky and can be seen for miles around, a beacon guiding people to Ocean City. The storybook façade greets children to this wonderland of rides and amusements. The carousel has offered golden rings to thousands of children over the last nearly half century. The first place people see approaching the island, and the first boardwalk attraction they encounter when they enter the boardwalk from the northern end, Wonderland defines Ocean City—America’s Favorite Family Resort—perhaps more than any other structure in town. It is historic, iconic, and economically important.
sUMMARY OF THE cURRENT sITUATION
Jay Gillian, the operator of Wonderland and its past owner, announced Wonderland’s closure in August 2024. The park is scheduled to operate into the Fall of 2024. Mr. Gillian, who is also the Mayor of Ocean City, stated that the amusement park cannot be profitably run, despite his best efforts. https://www.gillians.com The question now facing the City is the future of Wonderland.
frequently asked questions
When did Wonderland open?
Wonderland Pier was opened in the mid 1960s, though it can trace its roots back to the Fun Deck that was opened in the 1930s.
Where is Wonderland?
Wonderland is located at the northern end of the Ocean City Boardwalk, between 6th and 7th Streets. Many people confuse its name with Playland, which is located further south on the boardwalk between 10th and 11th Streets. Playland’s full name is Playland’s Castaway Cove, and its operations will remain unchanged.
Who first developed Wonderland?
Roy Gillian opened Wonderland Pier in 1965.
When were some of the more iconic parts of Wonderland first constructed?
The original Wonderland had 10 rides. The current Ferris Wheel was installed in the early 2000’s, replacing another Ferris Wheel that had been operational since the 1980s. The carousel was built in 1926 and brought to Wonderland. The fire engines were built in 1940 and are the oldest ride continuously operating at the venue. The venue has a host of other rides, from a log flume, to a Tilt-a-Whirl, to bumper cars…all amusement park classics.
more questions
Who owns Wonderland?
Eustace Mita
Who is Eustace Mita?
Eustace Mita is the owner of Icona Resorts, a developer and operator of upscale resorts along the New Jersey Coast. Icona Resorts exist in Wildwood Crest, Avalon and Cape May.
How did Mr. Mita come to own the Wonderland property?
The Philadelphia Inquirer chronicled the financial challenges of Jay Gillian, the result of which enabled Eustace Mita to acquire title to the Wonderland property in 2021. https://www.inquirer.com/news/new-jersey/mayor-jay-gillian-wonderland-pier-ocean-city-20240815.html. In a nutshell, Jay Gillian ended up in debt to a number of financial institutions and was set to default on those obligations. Eustace Mita stepped in and acquired the Wonderland property for a purported $8M to $10M and leased the Wonderland amusement park to the Gillians. Mita also apparently holds other debt related to Gillian homes and property.
What success has Eustace Mita had in developing resorts along the Jersey Coast?
Mr. Mita has developed a number of resorts along the New Jersey coast, but not without opposition. The history of his resort development is set forth in this article. https://wildwoodvideoarchive.com/wildwood-crest-rejects-icona-resorts-application/
What would Mr. Mita like to do with the Wonderland property?
Mr. Mita previously proposed a resort for the property just to the north of Wonderland. https://www.phillyvoice.com/ocean-city-boardwalk-luxury-hotel-icona-resorts-proposal/ That proposal was rejected. Mr. Mita has not said exactly what his plans are for Wonderland but, as a resort developer and operator, and having already proposed a resort in Ocean City, it is likely that this is his intention for the property. Mr.Mita has indicated that he will take until the end of the year to evaluate what is best for Ocean City.
and more questions
What is the current zoning for the Wonderland Property?
Wonderland is in the Boardwalk District which is described in 25-205.5 of the City Code.
Is the resort of the type Mr. Mita previously proposed permitted under the current zoning?
No. The permitted uses are rides, shops, and the other types of retail establishments that you typically see on the Boardwalk, excluding hotels and/or resorts. The City would have to approve a change to its zoning code to permit this use. Mr. Mita purchased the property being aware that it was not zoned for a hotel and that a zoning change was necessary and could be rejected.
What is the process for a zoning change?
Typically, the process involves review and approval at different levels of City government, including the planning board and city council. There is typically an opportunity for public input. A change in zoning can occur as a result of a single area being viewed as better designated to other uses, or as part of a larger development effort that looks at a number of parcels in an area. What is typically illegal is what is referred to as “spot” zoning, where an individual secures a zoning change that is unique and different to the neighboring properties and the benefit of that change inures mostly to the benefit of that individual.
Have the City Council members expressed an opinion the development of a resort on this section of the Boardwalk?
Yes. Except for two current members of Council—who have not expressed an opinion that we are aware of—all other members of the City council have said they would not support a new hotel on the Boardwalk, or a zoning change. They made these statements at a public debate in April 2024. Their statements can be heard in this video. https://www.youtube.com/watch?v=yxN9krSI4sU Go to 1:20:30.
Has the Mayor expressed any views on the development of a resort on this section of the Boardwalk?
The Mayor has previously said he would never support it.
Why is there a concern that the Mayor and the Council may now approve a resort, given their prior statements?
Since the announcement of Wonderland’s closure, City Council has not made any statements as a group about the situation despite knowing, almost for certain, that Mr. Mita would propose a resort. If they were standing by their prior positions, they would simply tell the developer that any proposal for a hotel will be rejected. They have not done so but instead have invited a proposal. Nor has the council as a group indicated that they would like to preserve Wonderland or invited proposals for the same. The lack of any statement or support for continuing Wonderland is causing concerns that Council has no intention of even considering saving Wonderland, despite the economic importance it plays, and instead fully intends to allow a hotel/resort to replace it.
Are there any financial or other conflicts that exist that could impact the integrity of the decision making?
This should be an area of significant inquiry by the city solicitor who is charged with maintaining the integrity of the City government. Mayor has had (and may continue to have) financial ties to Mr. Mita. If so, these need to be made public and appropriate actions taken to ensure there is no conflict of interest in the decision chain involving the Mayor, his appointees and council.
Is it a foregone conclusion that Wonderland cannot be run profitably as an amusement park?
This should be another of the inquiries made by the city in evaluating the options for Wonderland. There are certainly facts and observations that would suggest Wonderland could be profitably run, among them that another amusement park in Ocean City – Castaway Cove – seems to operate very well despite having the same customer base, insurance costs, labor costs, and state regulatory oversight. The issue with Wonderland could be that Gillian’s financial difficulties resulted in under-investment in the property, affecting the quality and quantity of attractions, and reducing its revenue.
And finally…
Could the City exercise its power of eminent domain to acquire the Wonderland property?
Yes.
Would the loss of Wonderland impact the financial viability of the City?
This is another inquiry the City should undertake. Certainly, the family friendly atmosphere of Ocean City has been its competitive edge. That atmosphere is a product of no bars on the island, a boardwalk with amusements for children, and the fact that a vacation in Ocean City was affordable for many. With the development of new, large homes on the island, affordability has become challenging. If the City were to were also to lose half of its amusements, then vacationers may elect to go elsewhere, since Ocean City would have lost two of the main reasons people came in the first place.
what Can You do?
Keep current with the situation at Wonderland. If there are meetings, please come out and voice your opinion. Voices matter.
Speak directly with your elected representatives about Wonderland. They won’t know your views unless you tell them.
Tell friends and family to do the same.
And never lose hope.
