A rendering of the American Dream project in East Rutherford — Courtesy: Triple Five Group
By Joshua Burd
An iconic American brand will have a major presence at the massive American Dream complex in East Rutherford, under a new partnership unveiled by the project’s developer.
Triple Five Group announced Tuesday that it has inked a 10-year deal with The Coca-Cola Co. and its local bottling partner, Liberty Coca-Cola Beverages. With American Dream slated to open this fall, the multimillion-dollar program calls for fully integrating the beverage giant’s portfolio into the property through dining, fashion, music, art and entertainment.
The 3 million-square-foot destination is on track to include more than 450 retail, food and specialty shops, along with more than 15 entertainment offerings.
“Coca-Cola is the American Dream,” said Don Ghermezian, president of American Dream. “The Coca-Cola Co. is unmatched globally and when two best-in-class brands come together, the possibilities are endless.
“At American Dream, we are giving Coca-Cola the stage to interact with guests like never before, weaving their products through all facets of our one-of-a-kind community.”
The deal is the latest partnership announced for American Dream, a hulking, long-awaited project that has seen construction ramp up in recent years. Triple Five, the owner of the Mall of America in Minnesota and the West Edmonton Mall, moved to take over the site from its previous developers in 2011 and now expects to draw more than 40 million visitors annually.
Plans with Coca-Cola include events with the company’s network of athletes, influencers and celebrities year-round within the American Dream community, according to a news release. The partners also detailed plans for a social media storefront known as The Social Bubble, which will feature an interactive space, podcast studio and media wall connecting consumers in real-time with social media content throughout American Dream.
Other concepts include Coca-Cola Green Rooms for VIPs that are involved in events at the property, along with an 800-seat, branded dining destination known as Coca-Cola Eats.
“American Dream is a project like no other,” said John Mount, vice president of sports marketing and region assets for Coca-Cola North America. “Our diverse drink offerings translate across cultures, and that matches well with the global audience American Dream will attract. From branded in-venue activations to memorable moments and first-class entertainment, this multiplatform partnership will allow us to connect with visitors in a truly unique way.”
Coca-Cola beverages will be integrated in culinary and entertainment spaces throughout the property, the news release said. The soft drink maker will also create an iconic sign that will be featured on American Dream’s exterior façade.
“As the locally owned and operated Coca-Cola bottler, we are thrilled to be part of this major entertainment complex and economic driver in our backyard,” said Fran McGorry, co-owner of Liberty Coca-Cola Beverages. “It is part of Liberty’s mission to invest in the communities we serve and being integrated into this unique, family-oriented facility will add to our local commitments.”
All told, Triple Five is planning 18 acres of entertainment, including North America’s largest fully enclosed indoor DreamWorks Water Park and Nickelodeon Universe Theme Park, along with a 16-story Big Snow Indoor Ski & Snow Park and a host of other operators.
“Together American Dream and Coca-Cola celebrate the American spirit,” said Debbie Patire, senior vice president of marketing at American Dream. “Our goal is to always create authentic relationships between brands and our audience of over 40 million guests per year. Through both physical and digital platforms, American Dream is uniquely poised to bring brands to life through unprecedented experiences.”