New Businesses Adding Life to Former Wonderland Pier Site on Boardwalk

For months, there were fears that the closing of the Wonderland Pier amusement park would leave an ugly and ghostly empty spot on the Ocean City Boardwalk.

For sure, Wonderland’s iconic rides, including the 140-foot-tall Ferris wheel and the historic carousel, remain idle now. But new businesses are reviving the former Wonderland property at the north end of the Boardwalk for the summer tourism season.

City officials joined with the operators of a new pizzeria and a new bike rental shop for ceremonial ribbon-cuttings Friday to celebrate the grand opening of the businesses. In addition, a new arcade has opened in the same space that Wonderland had its arcade.

Developer Eustace Mita, who bought Wonderland Pier in 2021 when it was facing a sheriff’s sale after Mayor Jay Gillian defaulted on an $8 million mortgage, has long-range plans to build a luxury resort hotel on the property now.

Mita plans to appear before City Council in July to seek approval for a zoning change to allow construction of his proposed $150 million hotel in an area of the Boardwalk currently limited to amusements, retail shops and restaurants. He has spoken of incorporating the Wonderland Ferris wheel, carousel and Wet Boats kiddie ride in the hotel complex.

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

In the meantime, Mita wanted to re-energize the property for the summer by opening the new arcade, the OC Pizza Co. business and by renting out space to OC Bikes & Surreys. A new pop-up bakery is expected to open, too.

The former Wonderland complex has been spruced up with a splash of white and red paint on the sprawling facade overlooking the Boardwalk at Sixth Street. The north side of the building now sports an eye-catching yellow, pink and purple color scheme with white polka dots.

Mita didn’t attend the ribbon-cutting ceremonies, but Gillian praised the developer for investing in the property to save it, as well as bringing in new businesses to prevent it from being vacant for the summer season.

“I know that Eustace would always want to do what’s right,” Gillian said in an interview after the ribbon-cuttings. “He’s doing everything he can to bring life to this end of the Boardwalk.”

Gillian and his family operated Wonderland Pier for nearly 60 years. Despite its rich history and name recognition, Wonderland was closed by Gillian last October following years of financial difficulties.

    Bill Micchelli, holding scissors, is joined by city officials to cut the ceremonial ribbon for his new pizzeria.
  

In the interview, Gillian said he would have no involvement with the arcade or new businesses at the former Wonderland site.

Bill Micchelli will operate the new OC Pizza Co. business. Micchelli had operated the old Sixth Street Pizzeria that formerly occupied the same spot when Wonderland was still open.

“This is basically a name change,” Micchelli said of the transition from Sixth Street Pizzeria to OC Pizza Co.

Without the drawing power of Wonderland Pier to help him out, Micchelli said he will “have to work even harder” to attract customers to the new pizza shop.

The OC Bikes & Surreys shop is operated by Bill Nicoletti, who also owns another bike and surrey business on 34th Street. The family-owned business is believed to be the only bike and surrey cart rental shop on the Boardwalk.

“I love it,” Nicoletti said of having a new shop in the high-profile former Wonderland site. “If anything, I think the new location gives us an advantage by being here.”

    OC Bike & Surreys owner Bill Nicoletti, holding scissors, cuts the ribbon while city officials help him celebrate the shop's grand opening.
  

The ribbon-cutting ceremonies were organized by the Ocean City Regional Chamber of Commerce. Local dignitaries included City Council members and Chamber of Commerce leaders.

Michele Gillian, the mayor’s wife and executive director of the Chamber, congratulated Micchelli and Nicoletti for opening their new businesses and thanked them for investing in the community.

“Thank you so much for your investment. It’s going to be a great season,” she predicted.

Customers who strolled through the arcade and new pizzeria for the first time Friday expressed relief that the former Wonderland site would not be vacant for the summer.

“It’s not Wonderland, but this is great for the kids and their entertainment,” said Kerri Longarzo, a visitor from Conshohocken, Pa., who was watching her two children play in the arcade.

    From left, John, Tom and Mike Young check out the new arcade that has opened up for the summer.
  

Brothers Tom and Mike Young and Tom’s son, John Young, were disappointed that the Wonderland rides were no longer operating. At the same time, they were glad that the site wasn’t completely vacant. They called the new arcade a “miniature Wonderland.”

“This is better than closing everything down and leaving it empty,” said John Young, who lives in Hammonton.

Tom and Mike Young, residents of Smithville, Galloway Township, grew up in Ocean City in the 1960s and were graduates of Ocean City High School in the 1970s.

Tom Young recalled how he would ride his bike up to Wonderland, after school, and jump on the bumper cars at the amusement park. He was sad that Wonderland is gone.

“I don’t like seeing it down. It was our lifetime,” he said of Wonderland’s importance to him during his childhood.

    The former Wonderland Pier facade overlooking the Boardwalk has a fresh coat of white and red paint to dress it up.