Gillian's Amusement Pier May Partially Rise Again as Icona in Wonderland

Gillians to Return to Atlantic City as New Resort Destination?
Artist conceptual rendering for the new Icona in Wonderland hotel & amusement park.
Gillian's Amusement Pier is shuttered for now, but the new property owner planning to build on the Ocean City, New Jersey site, is planning to reopen at least some rides.
Developer Eustace Mita is seeking to construct a 252-room hotel, but he's also planning to reopen and revamp the amusement pier's iconic Ferris wheel, as well as its charming wet boat ride, and classic carousel. He's stated that he is also planning to add brand new kiddie rides to the hotel grounds, as well as some retail shops. Mita has already purchased two refurbished "Batman"-themed rides, a "Batcopter" and a fighter jet. Both were created in the 1980s.
Investing between $135 and $155 million should allow Mita to build his envisioned “Icona in Wonderland” development. With his family having lived in the Ocean City area for decades, he explains that he has a deep fondness for Gillian's Wonderland Pier, and he wants to preserve and support at least some of its most representative rides.
Citing his enthusiasm for the city itself, he stresses that he expects the new hotel project will bring back new activity and interest in the pier area overall and bring in $1 million in tax dollars that would benefit the community as a whole.
While area residents voice concerns over the Mita's plans, he stresses that the town can't leave the pier as it is and that doing something to improve it is “the thing that a lot of us can agree on.”
But is it a hotel with some amusement pier elements remaining? Residents have been particularly concerned whether the town's existing beach and road infrastructure could support a wave of tourists visiting the hotel and expressed frustration that Gillian's Wonderland Pier and all its attractions would not return. A general worry about the potential for more hotels to develop along the boardwalk was also voiced. More hotels would ramp up property values in the area and could in turn potentially push out family businesses along the boardwalk.
Overall, the concerns and frustrations of residents – and the challenges that Mita faces as the property developer – are based upon negative reaction to the loss of the classic amusement park, terming it a blow to the community and its future.

It's a valid concern that Mita could build a hotel, but if he builds it, and there are only a few rides preserved, would anyone come to stay there? In responding to that concept, Mita has stressed that while it was not economically feasible to preserve and maintain the entire pier amusement park, his project would not only feature some beloved rides, but he would enhance them, including taking care of preserving a carousel that is now reaching the 100-year mark. And along with new kiddie rides, he also plans to add a game arcade, and 10-13 boardwalk-facing retail stores.
He describes his vision as having the hotel sit back from the shops, and “on the north side you'll see the iconic Ferris wheel, so you'll be able to see that up and down the boardwalk, which we believe will be great for the boardwalk merchants."
Mita also reinforces his promise that the rides he plans to preserve will be available for everyone to enjoy, not just hotel guests. "People can bring their kids and grandkids and say, hey I was on that carousel, I was on that Ferris Wheel,” he says, adding that anyone will be able to ride, take pictures, and feel secure that “we would preserve and enhance what was already there and improve everything on a go-forward basis."
All that said, the project is still moving slowly, with zoning, planning, and building permits necessary. However, Mita hopes to get everything in place by mid-year, so that come autumn, he can be “driving piles” and beginning construction on the site.
The hotel is planned to have a classic seashore design, which Mita has said is modeled after a hotel such as Disney World's Grand Floridian. The developer seeks to label the property a redevelopment to speed approvals that could otherwise take years.
Town mayor Jay Gillian was formerly the owner of the amusement pier, which Mita partnered with him to own in 2021, when the park was risking foreclosure.
The real question appears to be whether residents will settle for a family-oriented hotel and some ride preservation, or whether it backs off approval, leaving the entire pier area up for grabs – or decay. The overriding concern for the hotel development is that Gillian's had a boardwalk presence for more than 100 years – the park itself was an icon.
And there is the ongoing concern over the success of the hotel project overall, given that Ocean City is a “dry town.” Not only is public drinking banned, it's banned in restaurants – and hotel restaurants. It is an archaic continuation from 19th century religious families who once governed in the area.
Mita himself has commented that not many hotel developers would take on a property without a liquor license, and that challenge is yet another interesting sidebar to the future of Gillian's Amusement Pier attractions and their preservation.
Icona Resorts hopes to complete the hotel project within two years after approval. If the plan is rejected, Mita noted that he's willing to sell the property, recently appraised for $25 million, and include between $1 million and $2 million in carrying costs accrued since he purchased the property.
Developer Eustace Mita is seeking to construct a 252-room hotel, but he's also planning to reopen and revamp the amusement pier's iconic Ferris wheel, as well as its charming wet boat ride, and classic carousel. He's stated that he is also planning to add brand new kiddie rides to the hotel grounds, as well as some retail shops. Mita has already purchased two refurbished "Batman"-themed rides, a "Batcopter" and a fighter jet. Both were created in the 1980s.
Investing between $135 and $155 million should allow Mita to build his envisioned “Icona in Wonderland” development. With his family having lived in the Ocean City area for decades, he explains that he has a deep fondness for Gillian's Wonderland Pier, and he wants to preserve and support at least some of its most representative rides.

Citing his enthusiasm for the city itself, he stresses that he expects the new hotel project will bring back new activity and interest in the pier area overall and bring in $1 million in tax dollars that would benefit the community as a whole.
While area residents voice concerns over the Mita's plans, he stresses that the town can't leave the pier as it is and that doing something to improve it is “the thing that a lot of us can agree on.”
But is it a hotel with some amusement pier elements remaining? Residents have been particularly concerned whether the town's existing beach and road infrastructure could support a wave of tourists visiting the hotel and expressed frustration that Gillian's Wonderland Pier and all its attractions would not return. A general worry about the potential for more hotels to develop along the boardwalk was also voiced. More hotels would ramp up property values in the area and could in turn potentially push out family businesses along the boardwalk.
Overall, the concerns and frustrations of residents – and the challenges that Mita faces as the property developer – are based upon negative reaction to the loss of the classic amusement park, terming it a blow to the community and its future.

It's a valid concern that Mita could build a hotel, but if he builds it, and there are only a few rides preserved, would anyone come to stay there? In responding to that concept, Mita has stressed that while it was not economically feasible to preserve and maintain the entire pier amusement park, his project would not only feature some beloved rides, but he would enhance them, including taking care of preserving a carousel that is now reaching the 100-year mark. And along with new kiddie rides, he also plans to add a game arcade, and 10-13 boardwalk-facing retail stores.
He describes his vision as having the hotel sit back from the shops, and “on the north side you'll see the iconic Ferris wheel, so you'll be able to see that up and down the boardwalk, which we believe will be great for the boardwalk merchants."
Mita also reinforces his promise that the rides he plans to preserve will be available for everyone to enjoy, not just hotel guests. "People can bring their kids and grandkids and say, hey I was on that carousel, I was on that Ferris Wheel,” he says, adding that anyone will be able to ride, take pictures, and feel secure that “we would preserve and enhance what was already there and improve everything on a go-forward basis."

Photo by OCNJ Drone Photography
All that said, the project is still moving slowly, with zoning, planning, and building permits necessary. However, Mita hopes to get everything in place by mid-year, so that come autumn, he can be “driving piles” and beginning construction on the site.
The hotel is planned to have a classic seashore design, which Mita has said is modeled after a hotel such as Disney World's Grand Floridian. The developer seeks to label the property a redevelopment to speed approvals that could otherwise take years.
Town mayor Jay Gillian was formerly the owner of the amusement pier, which Mita partnered with him to own in 2021, when the park was risking foreclosure.
The real question appears to be whether residents will settle for a family-oriented hotel and some ride preservation, or whether it backs off approval, leaving the entire pier area up for grabs – or decay. The overriding concern for the hotel development is that Gillian's had a boardwalk presence for more than 100 years – the park itself was an icon.

Photo by OCNJ Drone Photography
And there is the ongoing concern over the success of the hotel project overall, given that Ocean City is a “dry town.” Not only is public drinking banned, it's banned in restaurants – and hotel restaurants. It is an archaic continuation from 19th century religious families who once governed in the area.
Mita himself has commented that not many hotel developers would take on a property without a liquor license, and that challenge is yet another interesting sidebar to the future of Gillian's Amusement Pier attractions and their preservation.
Icona Resorts hopes to complete the hotel project within two years after approval. If the plan is rejected, Mita noted that he's willing to sell the property, recently appraised for $25 million, and include between $1 million and $2 million in carrying costs accrued since he purchased the property.

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