By DONALD WITTKOWSKI
Wonderland Pier, the iconic Boardwalk amusement park founded almost a century ago but shadowed by financial difficulties in recent years, will close after the summer season because it is “no longer a viable business,” Ocean City Mayor Jay Gillian announced Friday.
Gillian, whose family owned Wonderland for 94 years, disclosed in a letter to “guests and friends” that the amusement park and sister business 6th Street Pizza will shut down after Indian Summer Weekend in October.
“I tried my best to sustain Wonderland for as long as possible – through increasingly difficult challenges each year. But it’s no longer a viable business,” Gillian says in the letter. “We will terminate our multi-year lease in a couple of months. Wonderland and 6th Street Pizza will remain open through Indian Summer Weekend to give everybody plenty of time to use up their tickets.”
Gillian said he had “little choice” but to close Wonderland and retire after working there for 47 years.
“The memories I’ve made with my family and the joy of meeting so many wonderful team members and guests will always hold a special place in my heart,” he wrote.
“The 94 years of tradition at Gillian’s amusements on the Boardwalk have been cherished by so many people, none more than me,” he continued.
The amusement park, founded in 1929, has entertained and delighted generations of families and is a tradition for locals and tourists. Jay Gillian is the third generation owner of Wonderland, which was founded by his grandfather, David Gillian. The amusement park was handed over to his father, Roy Gillian, before Jay followed in his footsteps.
Among the park’s best-known attractions, an ornate carousel that dates back to the 1920s is a staple for families who try their luck at the brass rings, a game they play while riding atop the carved wooden horses.
Some of the other memorable rides over the years included bumper cars, roller-coasters and a log flume. Wonderland’s Ferris wheel looms high above the Boardwalk.
Wonderland's carousel dates to the 1920s.
Wes Kazmarck, president of the Ocean City Boardwalk Merchants Association, expressed sadness that a major piece of the town’s tradition as a family-friendly resort will be lost.
“Ocean City has always been a town known for its tradition. Iconic businesses like Wonderland Pier have a lot to do that,” Kazmarck said. “So for me personally, it's sad to see such longstanding tradition end. I'm sure this decision wasn't an easy one for the Gillian family. But I'm also sure it was one that was best for them, and the Ocean City brand will continue even if Wonderland no longer will.”
Despite Wonderland’s rich history and traditions, the amusement park struggled with financial troubles in recent years. In January 2021, Wonderland Pier was ordered to be put up for a sheriff's auction because Gillian defaulted on $8 million in mortgage debt.
However, Gillian secured the financing needed to prevent an auction through developer Eustace Mita, owner of the Icona luxury resorts in the Cape May County beach communities of Avalon, Cape May and Diamond Beach.
Gillian said in his letter that he no longer owns the Wonderland property and could not say what may happen to it in the future.
“The property itself is no longer mine, so I can’t speak to its future” he said. “But I’ll always have a lifetime of priceless memories, and I hope you will too. Thank you for all the amazing years and for being such an important part of our journey.”
Developer Eustace Mita addresses City Council in 2023 while unveiling his plans for a $150 million luxury hotel at Wonderland.
Mita could not be immediately reached for comment Friday after Gillian’s announcement. In 2023, Mita unveiled plans to transform the Wonderland site into a $150 million luxury hotel featuring 325 rooms.
However, Mita's plans faced strong headwinds and fizzled out. Gillian was one of the city leaders who publicly did not support the development of a hotel on the Boardwalk.
Mita would have needed for the city to sell him what is now municipally owned land, overlooking the Boardwalk between Fifth and Sixth streets, that currently serves as a large public parking lot.
Moreover, City Council would have to agree to a zoning change to create a new hotel district encompassing that section of the Boardwalk. Currently, the city’s zoning laws prohibit hotel development on the Boardwalk.
In addition to its financial difficulties, Wonderland’s history has also included tragedies. On May 2, 2022, a subcontractor was killed in a fall while doing work on the Ferris wheel.
A mother and her 8-year-old daughter were killed on Wonderland’s Wild Wonder ride on Aug. 28, 1999. The accident was blamed on a mechanical malfunction.
The iconic Ferris wheel is one of the centerpieces of Wonderland Pier.
