Editor’s note: The closure of Century 21 in Morristown has generated many reader comments, speculating about what’s next for the building–and for the downtown. What’s your vision for Morristown? If you had a magic wand, how would you re-imagine the store space, and the downtown? Here is one reader’s wish.
By Michael Feldman
Century 21 became defunct at 5 pm last Sunday, closing its eight remaining locations including the Morristown department store.
As the town figures out what to do with this cavernous space on North Park Place, I would like to talk about a dream I have to put an entertainment center in there.
Placing entertainment options into closed retail outlets has become a trend that has proven it works. This dream of mine would have lots of cool options that would appeal to everyone.
I would name this The Indispensable Amusement Center, reflecting Morristown’s history with George Washington, the Revolution’s “indispensable man.”
If somehow I could buy the space, I would start by ripping out the escalators. They would be replaced with glass elevators, to let you see most of the entertainment center while traveling to the different floors. I also would open the space, to accommodate amusement rides.
On the first floor, you would find an arcade with a mix of new and classic games, along with some Virtual Reality experiences. You could earn tickets from arcade attractions for prizes or free food.
There would be a Zierer Family Freefall Drop Tower, near the former escalators. There also would be bumper cars, a Chance Rides Carousel, an Intamin Halfpipe Roller Coaster, and a Skyline Attractions Skywarp Orbit Compact Roller Coaster.
And I would add a Zamperla Flying Tigers ride, a Zamperla Rockin Tug ride, a Skyline Attractions Crazy Couch ride and a Sky Warp Horizon Compact Roller Coaster.
Here’s what I would name these attractions:
Zierer Family Drop Tower: Junior Colonials
Chance Rides Carousel: Bronco Rush
Photo courtesy of the Theme Park Archive.
Intamin Halfpipe Coaster: Skatetopia
the company’s half pipes are hard to find. The only other ones are at Särkänniemi in Finland, Elitch Gardens in Denver, and Nickelodeon Universe at Mall of America. Photo courtesy of courtesy of Intamin Amusent Rides.
Skyline Attractions Skywarp Orbit Compact Roller Coaster: Galaxy Journey
Zamperla Flying Tigers Ride: Pilot’s Journey
Zamperla Rockin Tug Ride: Waves on the Atlantic
Skyline Attractions Crazy Couch: Possessed Couch
Sky Warp Horizon Compact Roller Coaster: The Falcon’s Journey
On the second floor: Mini-golf with a Revolutionary War theme, billiards, and a restaurant something like Applebee’s.
My entertainment complex would offer NFL game day specials: Watch football, enjoy great food and beverages, play arcade games, and save money on amusement rides.
We would have specials for other sports as well, and for events such as season premiere/ finales parties for shows like Billions, Curb Your Enthusiasm, Westworld and Shameless.
Large TV screens would be all over the place, with speakers from Legacy Audio for superior sound.
On the third floor I would put in the center’s signature attraction, a Rocky Mountain Construction Raptor Single Rail Coaster.
This ride would give you a tour of the entire center. The Raptor would roar by the glass elevators, making them an attraction, too: Rise through a moving roller coaster! I would call this ride General Washington’s March, themed on Washington’s march from the Battles of Trenton and Princeton to Morristown. The track would be colored maroon; the trains, dark blue and red.
In conclusion, while this idea for the reuse of the Century 21 space is just a dream, wouldn’t it be nice if something like this came to Greater Morristown?
I live by many mottos. One of them is something Sony used to say in advertisements: “make. believe.”
It inspires me to make believe dreams like this.
Michael Feldman of Greater Morristown is fascinated by retail. He also enjoys theme parks, water parks, home audio and video, NFL football and cars. He recently wrote about the future of New Jersey shopping malls.
The opinions expressed above are the author’s, and do not necessarily reflect those of this publication.
I do find your idea to be rather far fetched due to the the size and overall layout of the building. Even though i think the idea may not be a good fit for the space on hand it would still be perfect for the area.
Before the town reflexively approves a ridiculous number of condos AGAIN (see TheNewMorristown.com) can someone determine the vacancy rate in the many apartment buildings we already have in town? One could barely drive through town as it was (pre-COVID). And if it is to become 100 condos, can the town ensure at the very least that the builder/developer provide its own parking, as opposed to one of these “arrangements” that are always being put in place by the Morristown parking Authority?
I’ve said it before and I will say it again: A Target would be a huge downtown magnet and would kick things into high gear. I would love to see it. That whole section of the Green needs major work, and that would light the fuse.
Ridiculous – Let’s begin with “As the town figures out what to do with this cavernous space…”. Wouldn’t the property manager and owner have a say? North Park Pl, LLC /Fleischman? And, I hate to burst your “American Dream” bubble, or question your spatial ability, but the current space is 132,000 square feet. I’d like to see a scale model or design plan, maybe a blueprint.
Maybe your amusement park can be built at the MStation property when that plan collapses. Maybe include an ugly indoor ski facility like Xanadu? That’s a good story you may be too young to remember.
In the meantime, maybe attendance at a few council meeting would satisfy your quest for some amusement.
Target should take the space. Keep the allure of a department store but on a more cost effective and updated basis. Anything else in this space is likely to fall flat. Having a Top Golf simulator across the street and movie theater helps drive foot traffic. There is a lot in the back that can handle car capacity as well. Once covid dies off, the town should begin to focus on how to tie the neighborhood from CVS to the square and onto South St. I have read all of the plans and see the stalling but it needs to happen. Target can bridge that gap by driving traffic of all cultures to it.
In the ideal the property would be combined with retail outlets and some housing.
Specialty Men’s and women’s wear stores would fill a need.
Would be interesting to see some first time buyer residual units. Where people could buy their first property and get some equity. Investing in Morristown.
The historic icons that line the upper outside of the building would be saved . They are historic and meaningful. They should be a priority and be preserved.
What will eventually happen? That is a real mystery. With the pandemic still going strong, nobody could know.
It is an election year And hopefully those running will debate its future.
It’s a very desirable price of real estate in downtown Morristown.
There will not be a shortage of tire kickers, dreamers and investors.
We all know they will become condos. As far as an indoor amusement park, there’s no way the town will approve that for that location.
A multi-vendor location would be a great idea for this space. I could envision an indoor food hall, or a mix of restaurants and small shops. If Morristown had a walkable shopping destination in town with a mix of local and national retailers, it would be another attraction to bring in visitors to town throughout the week. Morristown has a great selection of restaurants, and in my opinion, more than enough banks, nail and hair salons. Attracting shops like bookstores, clothing stores etc. is greatly needed.
Thanks for your productive comment there, Warren.
Sounds cool Matt. Although I don’t mind the idea of an upstairs 36 hole mini golf course with accompanying game center, restaurant and bar.
Perhaps a multi-vendor location should be considered. Something similar to a mall with a mix of “stores” in the area. Included would be retail stores, restaurants, craft shops, gaming areas, artist supplies, used and new book vendors, multi-cultural vendors of various products, etc.
Maybe a traffic circle should be built there? Because one belongs there as much as one belongs on Morris St.
Sorry, not sorry but your idea serves no purpose to the greater good of our town or the state.
This town full of white people should have a multicultural center where residents can learn about slavery, information about various races and cultures that shape NJ. A library with an extensive collection of media to teach people about racism with tools stop the cycle of hate. Also, a children’s historical area featuring past and present iconic racial events but let them be a voice of positive change within Morristown and beyond. Oh! One entire floor devoted to art from all over the world but feature works by BIPOC. Curated gallery shows, hands on workshops, guest speakers, children’s art center, and works from New Jersey various museums and music institutions.
Racial issues continue to ravage our country. When will people open their eyes and start to give a damn? Aren’t you tired of all the negative everyday? Or do you promote the events to continue? Favorable evolution will happen, hate will be crushed, respect for all individual’s differences, white privilege will be decimated, and life will be better for everyone. Not perfect but better.
NJ has the biggest eyesore in the world at the Meadowlands. No more unneeded amusement parks should be created especially in a residential area. Thanks for the article. Have a good day.
On a serious note: I don’t understand why government should be, or would be, deciding what to do with that space. Correct me if I am wrong, but isn’t the property privately-owned?