An architectural rendering depicts the proposed "ICONA in Wonderland" resort hotel on the Ocean City Boardwalk.
ICONA Resorts has launched an online petition drive to build support for its proposed $150 million luxury resort hotel on the Ocean City Boardwalk in place of the former Wonderland Pier amusement park.
The petition drive comes at a critical time – just two weeks before ICONA Resorts owner Eustace Mita plans to appear before City Council to ask the governing body to declare the former Wonderland site “in need of redevelopment” in hopes of fast-tracking the hotel project.
Mita is expected to make a presentation to Council at its Aug. 21 meeting. He wants Council to allow him to build the hotel in a section of the Boardwalk currently zoned for amusements, retail shops and restaurants.
Mita is the developer of the ICONA brand of upscale resort hotels at the Jersey Shore, including Avalon, Cape May and the Diamond Beach section of Lower Township. He has proposed a 252-room “ICONA in Wonderland” resort on the Ocean City Boardwalk at the old Wonderland Pier site at Sixth Street.
The newly launched online petition by ICONA Resorts invites supporters to vote in favor of the project.
“At ICONA, our dream has always been to create spaces that bring beauty, community, and cherished memories to the shore. Today, we’re inviting you to help us shape the next chapter: ICONA Ocean City. We believe this project will enhance the charm and vibrancy of Ocean City, offering a place where families can gather, friendships can grow, and life’s simple joys can be celebrated,” the petition says.
As of Thursday afternoon, the petition had collected more than 2,250 signatures in favor of the hotel. The petition emphasizes that ICONA Resorts is not seeking or accepting donations from the community in support of the project.
“To bring this vision to life, we need your vote. Please show your support by signing this petition to express your encouragement for the future of ICONA Ocean City. Every signature brings us one step closer to making this dream a reality,” it says.
Eustace Mita makes a presentation on his hotel project while standing in front of a rendering in December 2024.Mita could not be immediately reached for comment Thursday. In an earlier interview, he said he hopes to begin construction on the hotel in September or October if all goes as planned in securing city approvals.
The hotel would take about 24 months to build, he said. Amenities would include 10 to 12 retail shops clustered within a stylish promenade overlooking the Boardwalk. There would also be 375 parking spaces tucked underneath the building.
Mita is the owner of the Wonderland property. He invested in Wonderland Pier in 2021 to save the financially troubled amusement park from a sheriff's auction after Mayor Jay Gillian defaulted on an $8 million mortgage.
The Gillian family had operated Wonderland for nearly 60 years. Despite Wonderland's rich history and traditions, Jay Gillian closed the park on Oct. 13 amid its financial struggles.
In the past few months, Mita has been methodically lining up support for the project from the local business community, including the Ocean City Regional Chamber of Commerce, the Boardwalk Merchants Association and the Downtown Merchants Association.
However, Mita has also faced serious blowback from local community groups that believe the project is too big, would overwhelm the surrounding neighborhoods and would harm Ocean City’s family-friendly charm.
One group, Ocean City 2050, had labeled the hotel project a “Big Mistake.” Ocean City 2050 has proposed a competing plan, called “Wonderland Commons,” that would include a smaller, more compact amusement park, a digital entertainment center, public attractions such as a band shell for live music, and a low-rise boutique hotel.
An architectural rendering depicts the "Wonderland Commons" project proposed by the community group Ocean City 2050. (Courtesy of Ocean City 2050)Leaders of Ocean City 2050 assert that their proposed Wonderland Commons project would be more palatable to the public by mixing together different attractions that would appeal to adults, children and families.
In July, Ocean City 2050 released the results of a poll it commissioned that found that the vast majority of Ocean City residents do not support Mita’s proposed hotel.
According to the poll, strong opposition to the hotel runs deeper than strong support: 38 percent of the residents are “very opposed” compared to 21 percent who are “very supportive.” The poll also found that 15 percent of the residents are “somewhat opposed,” while 23 percent are “somewhat supportive,” Ocean City 2050 said in a statement.
Further, when given the choice between prioritizing more hotel lodging versus more family-friendly attractions and entertainment, residents overwhelmingly selected attractions – 78 percent versus 22 percent, Ocean City 2050 reported.
