COME, DREAM AGAIN AT AMERICAN DREAM
American Dream will reopen for guests to explore, shop, and play on October 1
Photographer: Samantha Nandez/BFA.com
East Rutherford, NJ, Sept. 03, 2020 -- Following Governor Murphy’s recent announcement, American Dream will begin welcoming guests again with the opening of retail and reopening of its acclaimed indoor entertainment experiences on Thursday, October 1.
Retailers including H&M, Primark, and ZARA will open their American Dream locations for the first time and DreamWorks Water Park, Nickelodeon Universe, Out of This World Blacklight Mini Golf, and The Rink will reopen Thursday, October 1. Big SNOW American Dream opened Tuesday, September 1st and announcements about additional openings and new experiences will be released soon. To ensure the safety of our guests, reduced attendance levels and extensive health and safety protocols will be observed by all attractions and retailers at American Dream.
“We’d like to thank Governor Murphy, his administration, the New Jersey Department of Health, our legislative delegation, County Executive Jim Tedesco and his team, and the New Jersey Sports and Exposition Authority for their collective efforts throughout this process to get to a safe reopening,” said Don Ghermezian, Co-CEO at American Dream.
“We also want to thank our guests and team members for their patience and loyalty while we were closed,” said Mark Ghermezian, Co-CEO at American Dream. “We know that our community has been waiting to return, but it was important to us that we took the proper time and precautions needed to welcome guests back in the safest possible manner. The last several months have been difficult for everyone, and even though we are still adjusting to the new normal, we are confident that we can provide guests a safer environment to make dreams come true for everyone, everywhere, as well as create much needed job opportunities in New Jersey.”
The health and safety of our community is, and will continue to be, our top priority at American Dream. Over the last several months, we have enlisted experts across health, safety, and government to develop in-depth health and safety plans for the property and each of our attractions and retailers. Our COVID-19 Health & Safety plan follows guidelines from State and Local government agencies, as well as the Centers for Disease Control and Prevention (CDC), and was built in partnership with Hackensack Meridian Health, our primary health care partner. Additional details around this partnership will be announced soon.
A few things guests can expect upon their return to American Dream include, but are not limited to:
- Face coverings required for entry into American Dream
- Reduced capacities throughout American Dream and within each of our open attractions
- Increased sanitizing and disinfecting throughout American Dream common areas and attractions
- Hand sanitizer stations and hygiene reminders installed throughout American Dream and within our attractions
- Physical distancing guidance, including ground markings, plexiglass barriers, touchless programming and more
- The Nickelodeon theme park's entrance has been reconfigured to improve traffic flow and make social distancing easier. Rides will limit capacity to provide more space between guests.
Prices for Nickelodeon Universe tickets have been reduced by about $20 from pre-COVID prices and are now based on the age of the guest. Guests over the age of 10 will pay $59, those who are 3 to 9 years old pay $55 and it’s $49 for those over 65. Prices used to vary based on weekday or weekend and access to all the rides or or just the tamer ones. Peak pricing was $79.99.
American Dream is the ultimate family destination, and a central part of that experience includes entertainment, retail, and dining partners. We will be sharing updates about additional openings and new experiences soon.
The news follows Nickelodeon Universe at Mall of America reopening in August.
For more information about Nickelodeon Universe at American Dream, visit: http://nickalive.blogspot.com/2019/10/nickelodeon-universe-at-american-dream.html
“As we move closer to a time when families and kids of all ages can once again safely visit Nickelodeon Universe at American Dream, we are pleased to be able to offer a fun and immersive experience with the iconic Nick characters they love. Nickelodeon Universe exceeded all expectations in the several months that it was open pre-pandemic, and we look forward to continued success together with our partners at American Dream” – Gerald Raines, Senior Vice President, Global Location Based Experiences, ViacomCBS
“We are thrilled to reopen our 3-story flagship store and world’s first candy department store. There is nowhere else like American Dream and we look forward to once again immersing the property’s guests back into the world of IT’SUGAR.” - Jeff Rubin, CEO & Founder, IT’SUGAR
“American Dream is truly unlike any retail center in the world. Our ZARA flagship store is a testament to our commitment to American Dream. We know our customers are anxiously awaiting ZARA at American Dream, where they will be able to shop our women's, men's, and children's collections, and we are confident that they’ll fully embrace the innovation that is American Dream.” – Moises Costas, Director of Expansion and Real Estate, Inditex Group (ZARA) USA
“American Dream is an economic imperative for the Greater Meadowlands region and the entire New Jersey economy. The opening and success of this world class facility makes the Meadowlands a primary destination which will provide thousands of jobs and millions of dollars of economic impact for communities. American Dream generates huge visitation for the region, filling hotels and in turn drives visitors to other local destinations. American Dream will be the economic engine for the Meadowlands Sports Complex, helping us attract the world’s most notable events. New Jersey needs American Dream to help revive its economy in a post-COVID-19 era.” - Jim Kirkos, President & CEO, Meadowlands Chamber
American Dream laid off about 100 workers during the pandemic and said in June that it would eliminate 7% of the employees it previously hired. It also said that it would shift its offerings from 55% entertainment and 45% retail to 70% entertainment and 30% retail.
The project’s developer, Triple Five, has struggled financially during the pandemic, with its properties closed and few tenants paying rent. It missed three $7 million payments on its $1.9 million mortgage on the Mall of America. Triple Five used a 49% stake in Mall of America as collateral when it secured $2.8 billion in financing for American Dream, intertwining the two properties
The Canadian-based developer entered into a cash management agreement last month to avoid foreclosure.
Contractors working on American Dream have also filed liens against the developer saying they weren’t being paid.
Seventeen stores have been issued certificates of occupancy and are ready to open, state Department of Community Affairs spokeswoman Gina Trish confirmed to New Jersey 101.5:
Aldo
Arc’Teryx
Asics
Century 21
Columbia
DSW
Fabletics
Hollister
Mac Cosmetics
Pink-Victoria’s Secret
Primark
Samsonite
Sephora
Sunglass Hut
Tumi
Uniqlo.
The retail landscape has changed during the pandemic with Lord & Tayor, which was to have a store at the complex, closing all its stores. GNC included the American Dream location on its list of stores closing.
Trish said the amusement rides that are already permitted and had been operating do not require re-inspection to reopen.
"However a DCA team will be on site to reinspect as part of the standard operating procedure for amusement facilities," Trish said.
American Dream COVID-19 Health & Safety Plan
ABOUT AMERICAN DREAM
American Dream, developed by Triple Five Group, is an unrivaled destination for fantasy, fashion, food, family, and fun. For more information visit www.americandream.com or follow on Instagram @americandream.
Update (9/29) - All 25 of Nickelodeon Universe’s original rides have been approved to open, according to the state Department of Community Affairs (via NJ.com).
From NJ.com:
More Nick: Nickelodeon Universe at American Dream Opens to the Public!
Originally published: Thursday, September 03, 2020 at 18:13 BST.
Additional sources: Footwear News, Blooloop, NorthJersey.com, silive.com.
Follow NickALive! on Twitter, Tumblr, Reddit, via RSS, on Instagram, and/or Facebook for the latest Nickelodeon News and Highlights!
A new ride called Flip Zone, however, has been taken out of operation by state inspectors because it wasn’t functioning correctly. “Once the necessary fixes are released from DCA’s engineering review, the ride will need another inspection before it is put back in operation,” a DCA spokesperson said.
Five new rides are also in the works for Nickelodeon Universe. Samba Tower, Crazy Bus, Happy Swing, Speed Way and Tea Cup are all in engineering review, the spokesperson said.
Prices for Nickelodeon Universe tickets have been reduced by about $20 from pre-COVID prices and are now based on the age of the guest. Guests over the age of 10 will pay $59, those who are 3 to 9 years old pay $55 and it’s $49 for those over 65. Prices used to vary based on weekday or weekend and access to all the rides or just the tamer ones. Peak pricing was $79.99.
From NJ.com:
American Dream mega mall is hiring as it prepares to reopen
American Dream mall, Nickelodeon Universe, and an NHL-sized ice skating rink opened in East Rutherford, New Jersey on Friday. The mall opened today after years of anticipation. October 25, 2019.Patti Sapone | NJ Advance Media
American Dream is hiring for full- and part-time positions at its Nickelodeon Universe theme park, DreamWorks Water Park and other venues at the mega-mall.
It is scheduled to reopen Oct. 1 after being closed for more than six months because of the pandemic. American Dream had planned to open its DreamWorks Water Park and an unspecified number of stores and restaurants on March 19, but it shut down March 16 to help mitigate the spread of the coronavirus.
Those unveilings are now planned for its reopening Oct. 1. Stores including H&M, Primark and Artizia will open for the first time, as will the Dream Works Water Park. Previoulsy opened attractions Nickelodeon Universe theme park, The Rink ice skating rink and IT’SUGAR, a three-story candy store, will also reopen.
Big SNOW at American Dream reopened Sept. 1, the first day it was allowed to.
Gov. Phil Murphy allowed indoor amusements to reopen Sept. 1 but American Dream delayed its reopening. Mark Ghermezian, Co-CEO at American Dream, said earlier this month that “it was important to us that we took the proper time and precautions needed to welcome guests back in the safest possible manner.”
With two weeks left before the reopening, American Dream is now looking to hire more workers. The available positions include:
- Lifeguard, with paid certified training provided.
- Admission and guest services representatives, who will greet guests and help them purchase attraction tickets and hand out admissions wristbands.
- Ride operator, who will operate heavy machinery, enforce height and rider safety requirements, and interact with guests.
- Retail Associates for Nickelodeon Universe, DreamWorks Water Park, Angry Birds Not So Mini Golf Club, and other American Dream-operated retail shops.
- Ice Rink Attendants who instruct guests on safe usage of The Rink, help with scheduling and reservations, process skate and helmet rentals, collect and sanitize equipment, process all admissions, operate the Ice Resurface and more.
Applicants should apply online through the job postings. The Human Resources Team at American Dream will be hosting virtual interviews with qualified candidates in the coming weeks, with on-boarding/training sessions starting as soon as possible.
Additional career opportunities at American Dream can also be viewed here: https://jobs.apploi.com/profile/american-dream
American Dream laid off about 100 workers during the shutdown and developer Triple Five struggled financially missing three mortgage payments on its Mall of America, which it used as collateral for American Dream financing. Triple Five cut a deal in August to avoid foreclosure.
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A message from the American Dream co-CEOs:
To our American Dream Community:
It has been nearly seven months since we closed our doors due to the uncertainty of COVID-19, and now here on October 1, 2020, we are reopening American Dream to all of you. We are ready to demonstrate what happens when American Dream, our Brand Partners, and our New Jersey community come together to make 3-million-square-feet of entertainment and retail safer than ever before.
We are so excited to show you all the magic at American Dream: our exclusive one-of-a-kind flagship stores like Zara, H&M, Primark, and Aritzia, along with Nickelodeon Universe, DreamWorks Water Park, The Rink, Angry Birds Not So Mini Golf Club, and of course Big SNOW. We have something for everyone, everywhere.
Over the past months, our amazing Dream Makers collaborated across all departments, and looked at many ways to adapt American Dream to the new normal. We focused on doing this right, not quickly, to ensure the safety of our guests and Dream Makers alike. We asked you what you wanted from an American Dream experience, and we turned your answers into action, like adding non-invasive temperature checks at the entrances of our parks and launching our #dreamsafe initiative with Hackensack Meridian Health. We spoke to our Brand Partners to find out how they were rethinking their store environments, product packaging, and selling experience so we as American Dream could build a better experience for you.
All our hard work has paid off, and we are beyond happy to reopen our doors. We look forward to seeing you and your families fill these colorful spaces once more. Come for the entertainment, the shops, the food, and the fun. We invite you to Come, Dream Again.
All the Best,
Don and Mark Ghermezian, Co-CEOs of American Dream
From blooloop.:
American Dream co-CEO reveals plans to integrate technology
American Dream co-CEO Mark Ghermezian has discussed plans to further integrate technology at the retailtainment destination, revealed during the first ever blooloop V-Expo.
American Dream reopened on October 1, welcoming guests once again to Big SNOW, Nickelodeon Universe, DreamWorks Water Park and The Rink.
Mark Ghermezian, whose background is in technology, told Blooloop that he loves software. “I love solving problems with technology and data,” he said.
Ghermezian’s “unique background” has given him a different way of thinking about the shopping centre, and the retail and entertainment business.
“I think there’s a lot of great technology out there that we can use internally, to help us become more productive and continue to be that thought leader in time and space.”
“I love using technology to create a much more productive environment for our dream makers and our team and the company and then also creating an amazing experience using technology to create an amazing experience for our guests.”
American Dream remodelled ticketing platform and app
Ghermezian also admitted that the coronavirus pandemic “definitely accelerated a lot of what I want to do” at American Dream.
American Dream remodelled its ticketing platform and mobile app in order to “become more transparent about safety” and also to allow visitors to use it for tickets, paying, and communicating.
“And we haven’t pushed the app out yet, but it will push it out over the coming weeks where our dream safe initiative will be front and center inside the app.”
Discussing e-commerce, Ghermezian said American Dream is “uniquely positioned” because of its access to intellectual property (IP).
“If we can start selling the merchandise of Nickelodeon, DreamWorks, Angry Birds and others that we partner up with, I believe that’s our e-commerce strategy.”
Ghermezian revealed that he has “been paying attention a lot to what’s happening in Asia” regarding live commerce, with a product now being tested at the Mall of America.
“So I kind of use Mall of America as a testing ground,” he said. “The team there is unbelievable. They’ve created a project that’s out there in the leading project for the last 30 years.”
Describing American Dream as “this huge content creator”, Ghermezian continued: “What can we do to break out of the four walls using technology.
Ghermezian talks e-commerce and live commerce
“Whether that’s e-commerce, whether that’s live commerce, whether that’s within the mobile app, there’s a lot of interesting things that we can do with the American Dream brand, using technology and IP.
“If you can create great content within your centre – I don’t think other centres can because they’re limited to continue to create content with just retail – that our guests want to digest, I think we can demand it.
“And there’s a lot of interesting things that we can do with it by combining food, retail, and the attractions. I think it’s difficult to do one by itself.”
According to Ghermezian, American Dream is providing a space in brick and mortar, as well as analytics, a ticketing platform, pre-bookings and reservations.
CEO is “excited” about “technology in itself”
“Even if you’re coming to shop, we can combine that with our ticketing platform, we’re building a really strong growth marketing team, we have a full product and engineering team that we’ve put together during COVID,” he said.
“So I think all of this combined is kind of the vision. I don’t think there’s one specific technology that I’m excited about. I think it’s just technology in itself and the sector in itself.”
American Dream is now open in New Jersey. However, Merlin Entertainments’ Legoland Discovery Center and SEA LIFE Aquarium won’t launch until spring 2021.
Watch the full session at the blooloop V-Expo
Watch the full session at the blooloop V-Expo, running from October 13 to 15. The full session will be on demand from October 14.
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From blooloop.:
Mark Ghermezian on revolutionising retail and integrating tech at American Dream
American Dream is described as the ultimate experience centre and an indoor Disneyland. Mark Ghermezian, co-CEO of American Dream, discussed retailtainment on a whole new scale at this week’s first-ever blooloop V-Expo.
The complex reopened on October 1, welcoming guests once again to Nickelodeon Universe, DreamWorks Water Park and The Rink. It previously reopened indoor ski park Big SNOW. American Dream looks set to redefine retail as we know it, with the help of Mark Ghermezian.
Ghermezian, who joined American Dream as co-CEO in January 2020, spoke to Blooloop about revolutionising retail, further integrating technology at American Dream, the effect of the COVID-19 pandemic on the shopping centre, and the benefits of IP.
Discussing his vision for the mall, he said: “It was almost taking the best of what Triple Five has done at West Edmonton Mall, what they’ve done at Mall of America, and bringing those together into one and creating it for the New Jersey and New York market, which is the centre of the world.
“And I think it’s just a lot of the know-how that we’ve learnt over the last 30 plus years from the two properties and bringing those together. Triple Five has done a phenomenal job of being the pioneers of combining entertainment with retail.”
Mark Ghermezian joined the mall in January 2020
Ghermezian grew up in Edmonton, Canada and watched his father build the West Edmonton Mall. “People thought they were crazy putting a lake with a submarine ride with a sea lion show in the middle. And then he took it a step further and built an indoor amusement park and water park,” said Ghermezian. “This is 30 years ago.”
American Dream has shifted to include more entertainment and less retail space and its architecture “takes everything to a whole new level”. Ghermezian said: “When you walk in, you literally feel like you walked into a tree. You’re in a different world.
“Not just in our attractions and experiences but even in the retail setting.”
The mall will now have roughly 70 per cent entertainment space and only 30 per cent retail space. Previously, it was meant to have 55 per cent entertainment and 45 per cent retailers.
The “unbelievable” DreamWorks Water Park has more than 30 water slides and 15 attractions, including the world’s tallest indoor body slide and a lazy river. Attractions include Shrek’s Sinkhole Slammer, Kung Fu Panda’s Temple of Awesomeness, and the world’s largest indoor wave pool, Far Far a Bay.
“We developed the largest and only DreamWorks waterpark,” said Mark Ghermezian. “When people think about a water park, they may think of three to five slides. This is 30 slides, and the largest indoor wave pool in the world.”
Nickelodeon Universe is “hitting all demographics”
Nickelodeon Universe boasts more than 35 rides, roller coasters and attractions, including the Shredder, the Shellraiser, and Nickelodeon’s Skyline Scream. The 8.5-acre indoor theme park also includes favourite Nickelodeon characters like SpongeBob and Dora the Explorer.
Nickelodeon Universe is also a feature of the Mall of America, and Ghermezian said Triple Five “modernised it with the latest rides and technology” – and it’s “hitting all demographics”.
On IP being a huge trend in the attractions industry, Ghermezian said: “We did it with DreamWorks, we did it with Nickelodeon, and we also did it with Angry Birds.”
“I think a lot of our guests want to go somewhere that is different, where they can interact with brands that they grew up loving and can experience it in real life. And so we took all that and just brought it all together and made it a whole different experience where the attraction is at the forefront.”
Creating magic
Ghermezian, who revealed that he’s a big fan of Disney “and what they’ve done”, said: “I think there are very few that can emulate what they have put together because of how much content they have and IP they have. And just how magical of a place they’ve created.”
He said he’s “working hard on how we do that here at American Dream”. “I think we have the right brand, we have the right IP, we have the right partners. We have the right retail, we have the right food to provide a whole 360 experience to every guest coming in.”
Ghermezian revealed that American Dream is selling tickets well in advance “or doing group sales all the way out to 2022”. He also said that the company is “trying to change the mindset of the customer” by offering an all-encompassing experience with attractions, food and shopping.
IP is a huge trend in the attractions industry
The difference at American Dream is that “the entertainment is kind of at the forefront”, meaning that visitors later discover the shopping and dining experiences. That said, retail is “also very different” and “everything is an experience”.
“And what I mean by that is they’re all flagship stores,” said Mark Ghermezian. American Dream boasts the largest Zara in North America, as well as the largest H&M in New Jersey. “And we push our retail partners to buy into the American Dream experience.”
The COVID-19 pandemic forced the destination to close on March 16, despite the planned grand opening of DreamWorks Water Park on March 19. During the temporary closure, American Dream worked to ensure a safe and comfortable environment for visitors in response to COVID-19. More than 1,400 workers were furloughed during its closure.
“Prior to the state requiring us to close, we felt that was the responsible thing to do for our dream makers,” he said. Inspired by Disney’s ‘Cast Members’, American Dream refers to all employees as ‘Dream Makers’.
Safety is paramount
As above, American Dream remained closed even though New Jersey Governor Phil Murphy permitted indoor malls in the state to reopen at the end of June. Murphy gave the green light for indoor amusement parks to reopen on September 1.
Ghermezian said that the reopening was all about safety, with the mega mall putting together the ‘Dream Safe’ initiative. American Dream considered what it would require from brand partners, tenants, and dream makers, and took its time to reopen, “really learning and educating ourselves on what the right thing to do is”.
On whether guests are coming back again, Mark Ghermezian said: “Kudos to the team, who are doing a great job communicating the ‘Dream Safe’ initiative to our guests, and it’s been great.”
“Entertainment is at the forefront,” says Mark Ghermezian
“I’ve been really happy with how the team has conducted themselves with guests”, he said, enforcing health and safety “as much as we can”. He admitted that it can be hard asking visitors to leave if they don’t comply. For instance, with wearing masks or other health and safety measures. “But the response and the feedback has been extremely positive.”
American Dream is operating at 25 per cent capacity. It had to redo its entire ticketing platform to create sessions to allow people to select arrival times. “But the ticket sales have been selling out in many cases, which is great.
PEOPLE WANT TO GO SOMEWHERE WITH THEIR FAMILIES.
“I think people want to go somewhere with their families. And if we can create a safe haven for families outside of their home, we’re happy to do that.”
Technology at American Dream
What about apps and tech? Has COVID-19 accelerated the adoption of technology? “My background is from the start-up technology ecosystem. I love software, I love solving problems with technology and data.
“I love using technology to create a much more productive environment for our dream makers and our team and the company and then also creating an amazing experience using technology to create an amazing experience for our guests.”
Ghermezian admitted that the pandemic “definitely accelerated a lot of what I want to do coming here”. American Dream remodelled its ticketing platform and mobile app in order to “become more transparent about safety” and also to allow visitors to use it for tickets, paying, and communicating.
“And we haven’t pushed the app out yet. But it will push it out over the coming weeks where our dream safe initiative will be front and centre inside the app.”
American Dream remodelled ticketing platform and app
Ghermezian also opened up about e-commerce, a business model that allows companies and individuals to buy and sell online. “We’re uniquely positioned with American Dream because of the brand we’re building and the IP that surrounds it.
“If we can start selling the merchandise of Nickelodeon, DreamWorks, Angry Birds and others that we partner up with, I believe that’s our e-commerce strategy.”
He also spoke about live commerce, and has “been paying attention a lot to what’s happening in Asia”. Mark Ghermezian revealed that the Mall of America has been testing a live commerce product. “So I kind of use Mall of America as a testing ground,” he said. “The team there is unbelievable. They’ve created a project that’s out there in the leading project for the last 30 years.
“So there are so many things that we can test, implement and learn before we push it out to American Dream. There are other things that we’re testing as well.”
Ghermezian’s vision is “how do we build the next Disneyland or Disney World that’s outside of Manhattan?” and he sees American Dream as “this huge content creator, we have all this content in these four walls”.
American Dream is “this huge content creator”
“What can we do to break out of the four walls using technology, whether that’s e-commerce, whether that’s live commerce, whether that’s within the mobile app, there’s a lot of interesting things that we can do with the American Dream brand, using technology and IP.”
Expanding on e-commerce and live commerce, Mark Ghermezian said: “you could shop all of American Dream live”.
“It’s almost like there are episodes and you subscribe to the category of episodes that you’re excited about already. Or you subscribe to the stores that you’re excited about. We’re always showing you the latest and greatest. So that’s one area of what we can do in live streaming.
YOU COULD SHOP ALL OF AMERICAN DREAM LIVE
“But then you flip it to the attraction side. We have shows and could do a live show with SpongeBob that the people that are there are viewing live. But maybe you at your home can pay a nominal fee to watch it at home.
“Do you want to go on a virtual ride or roller coaster? There are a lot of things that I think we’re uniquely positioned to do.”
Combining food, retail and attractions
“If you can create great content within your centre – I don’t think other centres can because they’re limited to continue to create content with just retail – that our guests want to digest, I think we can demand it.
“And there’s a lot of interesting things that we can do with it by combining food, retail, and the attractions. I think it’s difficult to do one by itself.”
Ghermezian said his “unique background” in technology has given him “this really different way of thinking about the shopping centre and the retail and entertainment business”. “And I think there’s a lot of great technology out there that we can use internally, to help us become more productive and continue to be that thought leader in time and space.”
Mark Ghermezian is “excited about a lot of commerce”. “I think that’s gonna be incredible. And I think we’re uniquely positioned for it.”
“I think our ticketing platform and the platform that we’re creating, for brands to be part of when they join American Dream is going to be really interesting,” he said.
Mark Ghermezian has “unique background” in technology
“So we’re not just providing them space in brick and mortar, we can give them analytics. We can give them a ticketing platform, we can actually do pre-bookings and reservations.
“Even if you’re coming to shop, we can combine that with our ticketing platform. We’re building a really strong growth marketing team. We have a full product and engineering team that we’ve put together during COVID.
“So I think all of this combined is kind of the vision. I don’t think there’s one specific technology that I’m excited about. I think it’s just technology in itself and the sector in itself.”
Watch the full session at the blooloop V-Expo, running from October 13 to 15. The full session will be on-demand from October 14.
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Originally published: Thursday, September 03, 2020 at 18:13 BST.
Additional sources: Footwear News, Blooloop, NorthJersey.com, silive.com.
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