Community Group Proposes "A Better Idea" for Wonderland Site

A community group opposed to the redevelopment of the former Wonderland Pier amusement park into a luxury resort hotel will unveil plans for a “bold alternative vision” for the Ocean City Boardwalk site.

The proposal by Ocean City 2050, dubbed “A Better Idea,” offers a fully financeable, mixed-use concept that blends amusements, public space, boutique lodging, retail, dining and digital entertainment, the group said.

The plan is designed to energize the Boardwalk “while staying true to Ocean City’s identity as America’s Greatest Family Resort,” according to a news release by Ocean City 2050.

“The loss of Wonderland doesn’t have to be a crisis – it can be an opportunity,” Jim Kelly, founder and spokesperson for Ocean City 2050, said in the release. “This is a chance for Ocean City to take our world-class Boardwalk and position it for the next twenty years – to expand its offerings to reflect evolving demographics, while staying true to our family-first brand. We can grow without straying from our path. This is the moment for Ocean City to shine and to chart a course that draws real consensus and broad community support.”

Representatives of Ocean City 2050 will present their plans during a community meeting scheduled for 10 a.m. Saturday, June 21, at the Ocean City Free Public Library, 1735 Simpson Ave. The public is invited to attend.

Ocean City 2050 is part of a grassroots campaign of local groups that oppose hotel developer Eustace Mita’s plan to build a 252-room, $150 million luxury resort in place of Wonderland Pier.

Mita has said he will appear before City Council in July to ask for a zoning change to allow hotel construction in an area of the Boardwalk that currently permits only amusements, retail shops and restaurants.

    The former Wonderland Pier facade overlooks the Boardwalk at Sixth Street.
  

Ocean City 2050 maintained that its proposal comes at a time when the future of the Wonderland Pier site is at a crossroads and needs “a bold alternative vision.”

In the release, the community group said its plans for “A Better Idea” are not designed to supplant Mita “but instead leverage his strengths.”

“Mr. Mita is a proven boutique hotel operator and this plan is positioned right in his wheelhouse,” said Bill Merritt, also of Ocean City 2050. “It’s a plan that offers a clear path forward, can draw broad consensus and avoid years of costly litigation, and presents an opportunity to build both a great legacy and substantial profit.”

Mita is the owner of the ICONA brand of luxury resort hotels at the Jersey Shore. His proposed Ocean City hotel would be called “ICONA in Wonderland.”

In 2021, Mita acquired the Wonderland Pier property after the former owner, Mayor Jay Gillian, defaulted on an $8 million mortgage and was facing a sheriff’s sale. Mita allowed Gillian to continue operating Wonderland Pier, but the amusement park was closed down in October 2024 after years of financial difficulties.

Mita’s hotel project has been endorsed by key business groups, including the Ocean City Regional Chamber of Commerce, the Boardwalk Merchants Association and the Downtown Merchants Association.

However, the  Chamber of Commerce attached a number of conditions to its endorsement of Mita’s project. The Chamber wants Mita to seek local input and build consensus for the project while acting as “a responsible neighbor and community partner.”

“The plan responds directly to the Ocean City Chamber of Commerce’s call for conversation, compromise, and consensus, offering an inclusive vision that delivers year-round activity, supports local businesses, enhances public space, and preserves the open feel and small-town charm that residents and visitors have cherished for generations,” Ocean City 2050 said of its proposal.

    Wonderland Pier's landmark 140-foot-tall Ferris Wheel remains idle while tucked behind a closed gate.
  

Among its recommendations, the Chamber wants Mita to conduct a comprehensive traffic study to evaluate and address potential congestion and infrastructure impacts caused by a project of this magnitude.

Perhaps the most intriguing recommendation is the Chamber’s desire for Mita to donate Wonderland Pier’s landmark 140-foot-tall Ferris wheel to the city "as a symbol of goodwill and legacy."

Mita has said he plans to incorporate the Ferris wheel within the hotel complex, along with Wonderland’s historic carousel.

For the summer, Mita has reopened the Wonderland property with a new arcade and pizzeria while he continues to work on his longer-term plan to develop the hotel. Wonderland’s amusement rides have not been reopened.