American Dream, the sprawling New Jersey entertainment complex, is strategically leveraging major sporting spectacles at the adjacent Meadowlands Sports Complex to boost foot traffic and engagement. This weekend, fans attending WWE SummerSlam at MetLife Stadium and the 100th Hambletonian race at Meadowlands Racetrack are being actively lured with an array of special deals and events designed to enhance their experience. This innovative fan engagement approach solidifies American Dream’s position as a premier destination for sports enthusiasts.
The megamall’s successful playbook involves transforming into an indoor tailgate zone. Gregg Schwartz, overseeing public relations and sports for American Dream, highlights the “pregame” concept with drink and food specials, offering an appealing alternative to traditional outdoor tailgating. Post-event, the strategy shifts to encouraging patrons to “stay here and avoid the traffic,” providing a convenient and entertaining escape from post-game congestion. This mirrors their approach for past events and future NFL seasons.
American Dream, recognized as the second-largest mall in the U.S., is a colossal 3 million-square-foot venue. Beyond its extensive retail strategy featuring over 200 stores, including flagships like Toys R Us, it boasts a diverse range of entertainment options. These include an indoor amusement park, a water park, an indoor ski park, miniature golf, and ice skating, positioning it as a comprehensive entertainment hub.
The highly anticipated WWE SummerSlam, now in its 38th year, is set to electrify MetLife Stadium on August 2nd and 3rd. Wrestling fans can expect thrilling matchups, with Gunther facing CM Punk for the WWE World Championship on Saturday, and John Cena challenging Cody Rhodes in a street fight for the Undisputed WWE Championship on Sunday. Tickets for this major sports event were available from $95 to over $425, promising a packed house and significant fan presence.
Concurrently, the 100th Hambletonian, often dubbed the “Kentucky Derby of harness racing,” will draw an estimated 15,000 to 20,000 fans to the Meadowlands Racetrack. To commemorate this centennial milestone and attract racegoers, American Dream hosted a unique “Meet the Horses” event, allowing mall patrons to interact with horses, view trophies, and capture memorable photos, further integrating the retail and sports experiences.
Looking ahead, American Dream plans to extend its “tailgate indoors” concept to the upcoming NFL football season, catering specifically to New York Jets and Giants home game attendees. This proactive retail strategy aims to provide comfortable and engaging alternatives for football fans. Furthermore, they anticipate utilizing similar strategies for the 2026 FIFA World Cup, demonstrating a long-term vision for sports-driven tourism.
Currently, the mall is running promotions tied to the Giants training camp, offering 20% off certain attractions and 10% off select restaurants for patrons wearing their Giants jerseys. This targeted fan engagement underscores American Dream’s commitment to capitalizing on the continuous flow of sports enthusiasts to the Meadowlands complex, solidifying its role as a vibrant hub for both retail and world-class sports and entertainment.
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