ICONA in Wonderland: The Proposed Luxury Hotel That Could Transform Ocean City’s Boardwalk

In November 2024, Eustace Mita, CEO of Icona Resorts, unveiled plans to transform the former site of Gillian’s Wonderland Pier into a luxury hotel named “ICONA in Wonderland.” ​

A New Chapter for a Beloved Landmark

Gillian’s Wonderland Pier, a cherished amusement park since 1965, closed its doors in October 2024 due to financial challenges. Recognizing the site’s sentimental value, Mita’s proposal aims to honor its legacy while introducing modern hospitality. The planned 252-room hotel would incorporate iconic elements like the 140-foot-tall Ferris wheel and the historic carousel, preserving these beloved attractions within the new development. ​

Addressing Ocean City’s Hospitality Needs

Over the past few decades, Ocean City has experienced a significant decline in hotel accommodations, with numbers dropping from approximately 3,000 rooms in 2000 to around 750 today. Mita emphasizes that this project seeks to rejuvenate the local hospitality sector, catering to evolving tourist preferences that favor shorter stays over traditional week-long rentals. ​

The Icona Philosophy: A Commitment to Warmth and Love

Central to Icona Resorts’ ethos is the belief that their establishments are “sacred places where guests are served with warmth, welcome, and love.” This philosophy has propelled properties like ICONA Avalon to top rankings, being named the #23 hotel in the USA by TripAdvisor. ​

Mita encapsulates this vision, stating, “We say Icona… is a Trojan horse for love. That’s why we’re number one on TripAdvisor in every city we serve.” This commitment to genuine hospitality is at the heart of the proposed Ocean City development.​

Community Reactions: Balancing Tradition and Progress

The proposal has elicited mixed reactions from the community. Supporters view the hotel as a catalyst for economic growth and a fitting tribute to Wonderland Pier’s legacy. Conversely, opponents express concerns about the project’s scale and its potential impact on Ocean City’s character. Discussions continue as stakeholders seek a balance between honoring tradition and embracing progress. ​

As deliberations proceed, the community remains engaged, reflecting on how best to preserve Ocean City’s unique charm while adapting to contemporary needs.