If you have ever driven down the New Jersey Turnpike near East Rutherford, you have undoubtedly noticed a massive, sprawling complex that looks like something out of a futuristic movie or perhaps a giant collection of mismatched Lego bricks. For nearly two decades, this site was the talk of the town, but not always for the right reasons. Known originally as the Xanadu Project, this development became a symbol of both grand ambition and spectacular frustration for the residents of the Garden State. It is a story of economic rollercoasters, architectural debates, and a project that refused to die, eventually transforming into what we now know as the American Dream mall. To understand how we got here, we have to look back at the early 2000s when the idea was first born and the visual of that giant colorful box first began to haunt our commutes.
The Xanadu project was supposed to be the ultimate playground for adults and children alike. When it was first pitched, it was not just a mall; it was described as an “experience center.” The goal was to combine high-end retail with extreme sports and massive entertainment venues. Imagine a place where you could buy a designer suit, go indoor skiing, and then watch a movie in a state-of-the-art theater, all without leaving the building. It was named after the exotic and legendary summer capital of Kublai Khan’s empire, a name that suggested luxury, mystery, and endless pleasure. However, for a long time, the only mystery for New Jersey residents was whether or not the building would ever actually open its doors.
The Birth of a Dream (2003 to 2005)
The story truly begins in the early 2000s when the Mills Corporation, a developer known for creating massive outlet malls across the country, won the rights to develop a piece of land within the Meadowlands Sports Complex. At the time, the Meadowlands was already a hub for sports fans, being the home of the Giants and the Jets, as well as a famous horse racing track. The idea of adding a massive retail and entertainment destination seemed like a stroke of genius. It was meant to capture the foot traffic from the games and provide a year-round reason for people to visit East Rutherford. The state of New Jersey was fully on board, hoping it would bring in thousands of jobs and millions in tax revenue.
Between 2003 and 2005, the excitement was palpable. The plans were grand and flashy. There were talks of a giant Ferris wheel that would give riders a view of the Manhattan skyline, a massive indoor ski slope, and a wave pool for surfing. The Mills Corporation was riding high on the success of their other “Mills” properties, and they promised that Xanadu would be their masterpiece. Ground was broken with much fanfare, and the steel skeletons began to rise out of the swampy marshlands. For those of us living in the area at the time, it felt like New Jersey was finally getting something that could compete with the world-class attractions of Las Vegas or Orlando. It was a bold vision that captured the optimistic spirit of the early 2000s.
A Series of Unfortunate Events
However, the excitement did not last long. Just as the building began to take its physical shape, the world changed. The most significant blow came in 2008 with the global economic collapse. The Great Recession hit the real estate and retail industries particularly hard. Suddenly, the massive loans required to finish a project of this scale were no longer available. The Mills Corporation found itself in deep financial trouble, eventually leading to its collapse and a takeover by other developers like Colony Capital. But even with new management, the project seemed cursed. Construction ground to a halt, leaving a half-finished, brightly colored shell sitting idle for years.
During this period, the Xanadu project became what many locals called a “ghost mall.” It was a giant, hollow monument to a failed era of excess. It sat there, rotting in the salt air of the Meadowlands, while legal battles and financial disputes played out in courtrooms. To make matters worse, the project faced stiff opposition from the local sports teams. The Giants and the Jets were concerned about how the mall’s operation would affect traffic on game days. This led to even more delays and redesigns. For nearly a decade, it felt like every time there was a glimmer of hope that the project would resume, another hurdle would appear to knock it back down. It was a frustrating time for everyone who wanted to see the area prosper.
The Aesthetic Controversy
While the financial struggles were happening behind the scenes, the public was focused on something much more visible: the building’s appearance. The original design of Xanadu featured a facade covered in panels of various colors, including bright orange, teal, lime green, and blue. It was intended to look vibrant and modern, but to the average person driving past it on the Turnpike, it looked like a disorganized mess. It didn’t blend in with the surrounding landscape, nor did it look like a high-end shopping destination. It looked like a series of shipping containers stacked on top of each other by someone who couldn’t decide on a color scheme.
The building became the butt of jokes across the state. Even high-ranking officials couldn’t help but weigh in. Former Governor Chris Christie famously called it the “ugliest building in New Jersey” and potentially the entire United States. He wasn’t alone in that sentiment. The locals grew to resent the “colorful box” because it represented a massive failure that they had to look at every single day. There is a certain pride people in New Jersey take in their state, and having this giant, unfinished eyesore right at one of the busiest intersections in the country was a point of embarrassment. It was a constant reminder of the “bridge to nowhere” mentality that sometimes plagues large-scale government-backed projects.
The Triple Five Rescue
Just when it seemed like the Xanadu project might be demolished or left to crumble forever, a savior emerged in the form of the Triple Five Group. If that name sounds familiar, it is because they are the family-owned company behind the Mall of America in Minnesota and the West Edmonton Mall in Canada. They are essentially the world experts in “mega-malls.” In 2011, they reached an agreement to take over the project. They didn’t just want to finish it; they wanted to completely reimagine it. They knew that the “Xanadu” name was tainted by years of failure, so they officially rebranded the project as “American Dream.”
The Triple Five Group brought a new level of expertise and, more importantly, a new vision for the digital age. They realized that people don’t go to malls just to buy things anymore; they go for social experiences. They doubled down on the entertainment aspect, planning massive theme parks and water parks that would be among the largest in the world. They also addressed the “ugliness” factor. They spent an incredible amount of money to strip away the controversial colored panels and replace them with a sleek, white, and modern exterior. This change alone did wonders for the public’s perception of the project. It finally started to look like a place where you would actually want to spend your time and money.
American Dream: The Final Form
Today, the American Dream mall is a reality, though it still feels surreal to those of us who watched it sit empty for so long. When you compare the original Xanadu vision to the finished American Dream, the scale of the expansion is staggering. The original plan for a small indoor ski slope became “Big SNOW,” a massive, year-round ski resort that is a marvel of engineering. The planned theater and few rides were replaced by a full-scale Nickelodeon Universe theme park and a DreamWorks-themed water park. The water park is particularly impressive, featuring a massive wave pool and slides that tower over the interior of the mall.
The retail side of the project also shifted. Instead of just standard mall stores, American Dream features “The Avenue,” a luxury wing that houses some of the most expensive brands in the world, like Saks Fifth Avenue and Hermès. It is a far cry from the original “outlet mall” vibe that the Mills Corporation had intended back in 2003. However, the project has still faced modern challenges. Just as it was finally opening its major attractions in late 2019 and early 2020, the COVID-19 pandemic hit, forcing yet another shutdown. It felt like the “Xanadu curse” was back for one last round. But unlike previous setbacks, the project managed to survive and reopen, finally becoming the bustling hub it was always meant to be.
Personal Perspective: Visiting the Site Then and Now
I remember driving past the site in the mid-2000s when the first colored panels were being put up. Back then, there was a sense of confusion. We all wondered, “Is that really what it’s going to look like?” As the years went by and the construction stopped, that confusion turned into a sort of dark humor. It became a landmark you used to tell people where you were on the highway. “I’m passing the ugly mall, I’ll be home in twenty minutes,” was a common phrase. It was hard to imagine that anyone would ever be able to fix it. It felt like a giant mistake that we were all just going to have to live with forever.
Walking into the building today is a completely different experience. To be honest, it is a bit overwhelming. The sheer size of the place is hard to wrap your head around. When you stand in the middle of the Nickelodeon Universe and look up at the roller coasters looping through the air, you forget about the twenty years of political bickering and financial ruin that it took to get there. There is a sense of genuine awe at what was accomplished. While I still have concerns about the traffic and the sheer cost of the project, I have to admit that it is an incredible addition to the state. It has turned a site of failure into a site of genuine fun and excitement. Seeing families from all over the world visiting our little corner of New Jersey is a strange but welcome sight.
Conclusion: The Perseverance of New Jersey Development
The story of the Xanadu project, now the American Dream, is a perfect metaphor for New Jersey itself. We are a state that is often overlooked or made fun of, but we are also incredibly resilient. We don’t mind a bit of a struggle, and we certainly don’t give up easily. The fact that this project survived two decades of economic turmoil, three different developers, and a global pandemic is a testament to the sheer will of the people involved. It is a reminder that big dreams are often messy, expensive, and time-consuming, but that doesn’t mean they aren’t worth pursuing.
Whether you love the mall or still have reservations about its history, there is no denying that it has changed the landscape of the Meadowlands forever. It has moved past its “ugliest building” phase and become a premier destination that brings people together. The Xanadu project may have started as a colorful box of broken promises, but it ended as a symbol of perseverance. It taught us that even the most troubled projects can find a second life if you have enough vision and the courage to change course when things aren’t working. It is a uniquely New Jersey story, filled with drama, colorful characters, and a long-awaited happy ending.
FAQ
1. What was the main reason the Xanadu project failed originally?
The original project failed primarily due to the 2008 financial crisis, which caused the developer, the Mills Corporation, to run out of money. This was compounded by legal battles with local sports teams and a design that was widely disliked by the public.
2. How is American Dream different from the original Xanadu?
American Dream is much larger and more focused on entertainment than the original Xanadu. While Xanadu was supposed to be a mall with some entertainment features, American Dream is a massive entertainment complex that also happens to have retail. It also has a much more modern, white exterior compared to the original multi-colored design.
3. Who owns the project now?
The project is currently owned and operated by the Triple Five Group, the same company that owns the Mall of America in Minnesota.
4. Can you really ski there in the middle of summer?
Yes! Big SNOW is an indoor ski resort at the complex that maintains a temperature of 28 degrees Fahrenheit year-round. It uses real snow and offers skiing, snowboarding, and lessons regardless of the weather outside.
5. Is the mall fully open now?
Yes, the majority of the mall, including the theme parks, water park, and retail stores, is open to the public. However, like any large complex, individual stores and new attractions may open in phases.
