American Dream has finally shared its reopening plan, but it means more waiting.
The mega-mall in the Meadowlands announced Thursday that it will begin welcoming guests Oct. 1 -- one month after Gov. Phil Murphy permitted indoor amusements to reopen.
“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,” said Mark Ghermezian, Co-CEO at American Dream. “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.”
Face coverings will be required. Physical distancing will be achieved through ground markings, plexiglass barriers and touchless programming. Reduced capacities will be enforced. And sanitizing and disinfecting will be increased throughout the 3 million-square-foot property.
Tickets for attractions go on sale today.
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.
New stores — including H&M, Primark and ZARA — and the DreamWorks Water Park will open for the first time on Oct. 1.
When it closed down on March 16 to help prevent the spread of the virus, only American Dream’s Nickelodeon Universe indoor theme park; The Rink, an NHL regulation-sized ice skating rink; Big SNOW, an indoor ski and snowboard park; Out of this World, a black light mini-golf course, several kiosks and IT’SUGAR, a three-story candy department store, were open for business.
The DreamWorks Water Park and an undisclosed number of stores and quick-serve dining options were scheduled to debut the same week it shut down. At least 17 retailers have been granted Certificates of Occupancy since Jan. 2020, according to the Department of Community Affairs.
Murphy allowed indoor malls to reopen June 29, but American Dream, with only one permanent retail store, stayed closed.
Then, earlier this week, indoor amusement parks were allowed to reopen with restrictions. But Big SNOW at American Dream was the only attraction that began welcoming guests.
The 180,000-square-foot indoor ski and snowboard park had several sold-out sessions each day this week, while operating at 25% capacity, in accordance with Murphy’s order.
“So many skiers and snowboarders were excited to get back on snow,” said Hugh Reynolds, Big SNOW’s VP of Marketing & Sales.
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.
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Allison Pries may be reached at apries@njadvancemedia.com.