Once a mere Camp - now the Nick Universe
When it comes to naming its MOA theme park, Nickelodeon aims for the stars
BY ALLISON KAPLAN
Pioneer Press
If it wasn't already, Mall of America is about to become center of the universe. Nickelodeon Universe.
Selecting the name of the soon-to-be reinvented theme park, released to the Pioneer Press on Monday, was no easy task, said Howard Smith, senior vice president of Nickelodeon Recreation.
"It's a big name for a big concept," Smith said.
The new park logo for the former Camp Snoopy will feature an explosion of Nickelodeon characters that are likely to jump out at toddlers and teens: Dora the Explorer, Diego, Avatar, Danny Phantom and SpongeBob.
Changes at the park will go much deeper than the name. Mall of America is investing about $30 million in park improvements including four new rides, healthy food options and a high-tech ticketing system.
Three of the new rides, to be built in the center of the park - it really is being called "center of the universe" - will replace the underused fountain with water canyons. They are:
An Avatar-themed surf rider that oscillates on a U-shaped track.
A bouncing spring ride aimed at bigger kids and adults.
Kiddy bumper cars.
The fourth new ride, a SpongeBob-themed roller coaster, will be in the northwest corner of the park.
Along with the fountain, the mall is eliminating the Mystery Mine simulated ride, which Maureen Bausch, the mall's vice president of business development, called "dated."
Other current rides will remain, although many will be re-themed. The Ferris wheel, for example, is going to Dora, who will also get her own Dora Plaza with sculptures and seating.
Pizza Hut, Taco Bell and the park's other fast-food counters could be on the chopping block with influence from Nickelodeon , which signed on as the new brand of the theme park in March. Healthier eateries, both existing companies and new concepts, are being evaluated, Smith said.
The park's four toy and souvenir stores also will get a Nick makeover - about 80 percent of the Nickelodeon product coming in will be exclusive to the megamall. And visitors should expect fewer employee-operated ticket booths as the park converts to a more advanced system that allows them to buy all-day passes from kiosks.
Hundreds of names for the new park were considered, Bausch said. Executives dismissed the idea of naming it after SpongeBob or any other character in the Nickelodeon repertoire to keep the appeal broad. "One of our goals is to extend the age and popularity of the park."
Mall of America has hired Toronto-based theme park specialists Forrec Ltd. to help with the redesign.
"There's already a good mix of attractions there," company Vice President David Eagleson said. "A large part of the task is updating the park to reflect the new brand. Camp Snoopy had popular characters, but limited possibilities. Nickelodeon is high energy and constantly evolving."
Construction on the park will begin Aug. 27. Work will be completed in sections so that 80 percent to 90 percent of the park remains accessible at all times. Nickelodeon Universe is scheduled to open in March.
Allison Kaplan can be reached at
akaplan@pioneerpress.com or 651-228-5116.
Is the mystery mine ride the motion simulator ride?????
