Morey’s proposes major changes at Adventure Pier

Rendering courtesy of Jack Rouse Associates

While New Jersey’s amusement industry awaits word from Governor Phil Murphy on when it may be able to reopen, Morey’s Piers continues to take steps for the future.

At a planning & zoning board meeting on Monday, the Morey Organization proposed a major renovation of Adventure Pier, highlighted by the addition of a food hall (with alcoholic sales) and a complete redesign of the front of the pier.

The plan calls for the removal of a number of structures at the pier’s base, including the Boat Tag game and current Kohr Bros. building, along with the addition of 25 shipping containers, which will comprise the main food hall while complimenting the existing artBOX concept.

The food hall will consist of a variety of independent outlets housed in one and two-level containers, with additional food trucks and trailers. Morey’s intends to license the entire pier for alcoholic beverage service.

Several examples of the food hall concept were cited in the proposal, including the Bowry Market in New York City, The Yard in San Francisco and the Detroit Shipping Co.

Currently, Aloha Smoothie Co. and Auntie Anne’s operate out of containers near the front of the pier. Kohr Bros. is expected to find a new home within the food hall, along with Curley’s Fries, bringing the popular Boardwalk institution to all three of Morey’s amusement piers for the first time.

“The reality we face today is that our 2020 operating plan has been drastically altered,” explained second-generation partner Jack Morey. “Our goal now is to open as soon and as safely as we can this summer so that we can thrive in 2021. Despite our current challenges, we continually look for ways we can reshape both our company and the Wildwoods - it’s in our DNA.

“Hence, we used this idle time to seek planning board approval for a project that has long been on the drawing board. Once we get back on our feet, we hope to bring a new food hall product to Adventure Pier and the Wildwood Boardwalk. We thank the Wildwood leadership for having confidence in us to approve this concept during these difficult times.”

Adventure Pier is the southernmost of the three seaside amusement piers that comprise Morey’s Piers & Beachfront Water Parks. It is best known as the home of the Great White wooden roller coaster, which opened in 1996.

Other attractions include the Grand Prix Raceway, Screamin’ Swing, Skyscraper and Springshot.

The piers’ 11 existing shipping containers arrived in 2013 with the inception of artBOX, an ever-evolving artistic community and mini-village that houses a store, exhibits and more.