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Are the Meadowlands the New Times Square?

EAST RUTHERFORD, NJ-According to FTI Consulting, Inc., Triple Five's "American Dream" megamall has potential to transform a suburban marshland into a mini-city.

By Jacqueline Hlavenka | Updated on June 13, 2011

EAST RUTHERFORD, NJ-Just off Exit 16W on the New Jersey Turnpike, approaching the swamps and marshes of the Meadowlands, is the site once known as “the ugliest building in New Jersey,” the hulking former-Xanadu project. Come 2014, Triple Five Corp. will redevelop the three-million-square-foot structure into the “American Dream,” a $1.5 billion megamall including luxury retail, an indoor water park, restaurants, a Ferris wheel, a movie theater and North America’s first indoor ski slope.

But as malls become more competitive to maintain and attract new customers, developers are creating shopping centers that often mimic cities and town centers, says FTI Consulting Inc., in its latest retail real estate outlook for New York and New Jersey. “American Dream is sort of a suburban Times Square,” says Glenn Brill, managing director of real estate solutions at FTI Consulting. He tells GlobeSt.com that the Meadowlands will emerge not only as a retail center, but as a year-round destination. “It’s behind the whole concept about how the mall replaced Main Street. Historically, it did to a certain degree, but malls didn’t always provide the sense of experience that a real civic environment can. It is a concept they are trying to reinvigorate here.”

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