The American Dream mall, 17 years in the making, finally opened its doors on Friday and it was a milestone to savor in New Jersey even though it was far from polished.
Only two parts of the massive shopping, dining and entertainment complex — the Nickelodeon Universe theme park and NHL-sized ice-skating rink — were up and running and construction crews were still working on the inside as visitors were arriving.
About half of the three dozen theme park rides were closed, though Gov. Phil Murphy did snag a run on The Shellraiser, officially the world’s steepest roller coaster.
“My heart is still in my throat. I’m here to tell ya that is the number one roller coaster I’ve ever been on," Murphy said afterward.
“This is a big day for New Jersey. It’s been a long time coming," Murphy said.
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New Jersey Gov. Phil Murphy and First Lady Tammy Murphy, tour the American Dream mall in East Rutherford. October 25, 2019 (Patti Sapone | NJ Advance Media for NJ.com) Patti Sapone | NJ Advance Media
Yet Friday’s 10 a.m. opening was not assured until the night before, when the state granted a temporary certificate of occupancy, and visitors reported struggling to navigate the sprawling complex or find the entrance.
With no restaurants open, food options were limited to decidedly non-dreamy fare like pre-made sandwiches.
Still, those who got to experience the historic day seemed to be having fun, despite some of the hiccups. About 2,500 people attended the opening Friday, according to an American Dream estimate.
Tina Choi of Livingston showed up with her husband, Jae, and 3-year-old son Micah. They were let in for free, and indeed it appeared many, if not most, arrivals had received complimentary passes.
“It’s awesome. It’s perfect for him,” Jae said of his son. “But they have some stuff they have to work out.”
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Nickelodeon Universe theme park at American Dream mall in East Rutherford. October 25, 2019 (Patti Sapone | NJ Advance Media for NJ.com) Patti Sapone | NJ Advance Media
Others were less forgiving of the mall’s phased opening, which won’t be completed until March 2020.
“Really, this is just a skating rink,” Steven Owens, a Dumont resident who drove about 30 minutes to check out the mall, told NJ Advance Media. He left when he realized there was no place open in the mall to eat breakfast or shop, but not before remarking on the fact that the mall was actually opening.
“It’s been sitting here for 20 years,” he said, referring to the development’s labored history. “Finally happened.”
The American Dream mall started as a proposal for a shopping and entertainment development in the Meadowlands back in 2002. Since then, the project formerly known as Xanadu has gone through a host of changes, new owners, and false starts. Triple Five, the Canadian developer that took over the project in 2011, reworked and expanded the scope of the complex to include the theme park, waterpark, and a long list of high-end stores, known as “The Collections.”
Don Ghermezian, American Dream’s CEO, talked up the site during a brief press event with Murphy.
“Everybody talks about the future of retail and the future of entertainment, and how you merge the two. But there really isn’t a center on the planet that has done it to the degree that we’ve done in here. We have 17 major entertainment components of the center," Ghermezian said.
He also touted his family’s two other large development centers, the West Edmonton Mall in Canada and the Mall of America in Minnesota as “two incredibly successful centers."
“People come. They bring their families. They spend not hours, but they spend days and they shop, so we know the formula works. We’ve just gone really crazy to deliver it here in New Jersey," he said.
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The waterpark is still under construction at American Dream mall in East Rutherford. October 25, 2019 (Patti Sapone | NJ Advance Media for NJ.com) Patti Sapone | NJ Advance Media
The mall is 87% leased overall, Chief Creative Officer Ken Downing told NJ Advance Media.
By opening in phases, “it gives each [venue] an opportunity to tell its story,” Downing said. “Storytelling is something we’re missing ... in retail today,” he said.
Just one store, a three-story candy department store IT’SUGAR, will open Nov. 7. The rest of the shopping and dining, totaling about 350 retail and dining establishments, will not open until March 2020.
Handfuls of people stopped by to get a peek at the mall while hectic workers were busy with opening day tasks. Without clear signage, it was not immediately easy for guests to figure out where to park or through which entrance to get into the mall. Security guards told reporters conflicting information about when the public could enter.
When they did get in, many were impressed.
“I would definitely bring my kids here to enjoy,” said Yulie Marte, 32, of Passaic. And, she’s eagerly awaiting the rest of the mall’s stores and restaurants opening.
“As soon as they do, I’ll be back," she said.
Gage Gomez of Islip, New York, rode the bus in from the Port Authority Bus Terminal after getting out of class at City College.
“It was very easy and super convenient,” said Gomez, who was joining some friends at American Dream.
“The word got around, it’s a pretty cool attraction,” added Gomez.
On Friday afternoon, the state Department of Community Affairs said there are currently 17 rides at American Dream that have been permitted to operate.
“Another two rides are pending inspection, which may have a permit issued by the end of the day,” said spokeswoman Tammori Petty.
The rides that weren’t running around midday included: the Shredder, which is said to be the tallest and longest free-spinning roller coaster, Skyline Scream which will have the record for the tallest indoor spinning drop tower, SpongeBob’s Jellyfish Jam swing ride, Timmy’s Half-Pipe Havoc, and Sandy’s Blasting Bronco, a roller coaster named after SpongeBob SquarePants’ dive suit-wearing friend, Sandy Cheeks.
But others were good to go.
“It makes me feel like a kid again,” said one guest, Ron Pelleier, 23.
Teresa Madison, of Franklin Township, who traveled about half an hour to the mall with her son, 9, and nephew, 9, said, “it’s great to have something like this...right in our backyard.” Though she said the trio had a great time Friday, she added, “it’s unfortunate that (the shopping portion is) not going to be ready for Christmas.”
Her son, Silvano Daniels, went on the Slime Ride at Nickelodeon Universe, and remarked, “it was great!” He did hope to also go on The Shredder, “but it was still being tested,” so he couldn’t.
While an all-access ticket to the theme park is $49.99, the ice rink is free - albeit just for the weekend.
Only a few skaters were on the ice as of 11 a.m. on Friday and other curious guests wandered the grounds inside, including busloads of school kids who ran toward the entrance of the theme park. Students from at least four Bergen County school districts were invited to be among the first in Nickelodeon Universe.
But by about 4 p.m., half the rink was being used by semi-professional skaters. On the other side, about 50 amateurs whirled around the ice, and about 100 people were scattered around the rink watching.
Lionel Cruz, 57, of North Bergen, came with his adult son to check out the complex on opening day. Looking at the ice rink, he remarked on its position in the mall, next door to the forthcoming DreamWorks waterpark. A glass shield separates the chilly ice rink from the tropical-looking park. Altogether, he called it “a massive project” that was “fantastic. very impressive.” And, he added, “I’m looking forward to the ski slope.”
Marc Herrera, 23, of Belvidere, who came to American Dream with three friends who were visiting him in New Jersey from Florida, said he was not disappointed by the complex, which he’s been waiting for for about 15 years. “I was ready for it when it was called ‘Xanadu,’” he said.
He’s anxiously awaiting the opening of stores, and said that although he found parking and navigating his way around the complex a bit confusing, “I’m sure they’ll work out all the kinks.”
Reporters Steve Strunsky, Larry Higgs, Matt Arco, Ted Sherman and Rob Jennings contributed to this report.
See more of our ongoing coverage of the American Dream mall here.
Allison Pries may be reached at apries@njadvancemedia.com. Follow her on Twitter @AllisonPries. Find NJ.com on Facebook. Have a tip? Tell us. nj.com/tips.
Brianna Kudisch may be reached at bkudisch@njadvancemedia.com Follow her on Twitter @briannakudisch. Find NJ.com on Facebook. Have a tip? Tell us. nj.com/tips.
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