DOWN THE SHORE AT MOREY’S PIERS

A Conversation With Jack & Will Morey

By Patricia Canole

It all started with a slide. Five decades later, amusement piers and water parks, plus a whole lot of fun, have defined the city of Wildwood to thousands of shore goers.

In 1968, with the family hotel business still in its early stages, the Morey name was not yet recognized. While vacationing in Fort Lauderdale, Florida, brothers Will, and Bill Morey noticed a giant fiberglass slide at a shopping center parking lot. They were so impressed and taken with the crowd’s reaction to the trendy ride that they surmised it could be just as popular in their hometown of New Jersey. A year later, having made a substantial investment in two plots of beach real estate in North Wildwood, they concluded that the time was right to build what was known as The Wipe Out. This giant slide became a summer sensation and a fixture at Morey’s Surfside Pier on 25th Avenue. The 350-foot-long, 40-foot-high slide circulating over 12,000 gallons of water a day remained in existence until 2010 when Jack and Will Morey realized that progress sometimes meant getting rid of the old making way for new attractions, which resulted in a master plan for developing Morey’s Piers to what it is today.

New York Lifestyles caught up with second-generation Jack and Will Morey for some more stories and what’s ahead for this popular Jersey Shore destination.

Your father and uncle started this amusement park in 1969 and what would become Morey’s Piers. How has it evolved into the popular park we see today?
Jack: We have built many things over the last 50 plus years, which is critical to maintaining freshness, uniqueness, and a culture over time. However, one thing that has not changed is that our guests really want a fun, clean place to enjoy with their families. So, while change is critical, we will never change our commitment to family.
Will: I celebrate that I agree with Jack’s thoughts. I’ll add that our business has involved into a much more complex and sophisticated undertaking. A part of that is just the nature of operating a business today, which occurs for several reasons; however, certainly, the breadth and depth of the regulatory environment is a contributor. I’ll also add that Morey’s Piers’ offerings are much more comprehensive than in the early years, with a significant focus today on creating an environment that adults like to visit for themselves, not solely for their kids.

Are all three Morey’s Piers the same?
Jack: No, but truth be told, they still need to be more different than they are, which consumes me most days of the week.
Will: I agree. This is a work in process, and while I think we will figure out the “big rocks” of uniqueness, we’re resolved that it’s an ongoing journey and not a destination.

How many days do you recommend families need to experience what Morey’s Piers is all about?
Jack: Two. One day for the water park and one of the amusement rides.
Will: I’d recommend a lifetime! A day at the water park(s), a night at the piers, and another to take in the unique experiences like a cabana by the ocean, dinner at Joe’s Fish Company with a view of the amusement lights in full action. Then you can’t leave without lunch at PigDog Beach Bar. And yes, please bring your dog (we haven’t seen a pig there yet!).

Tell us what last year was like for the Morey’s Piers family? How did you pull through 2020?
Jack: Let’s just say we are happy to have survived.
Will: I’m reminded of the phrase from Charles Dickens: “It was the best of times; it was the worst of times.” It’s a story of unbelievable commitment, perseverance, and creativity on the part of a great team who collectively refused to stay down when knocked down. That was the “best” part, set upon the foundation of health maintained by our team. The journey from survive to thrive appears to be underway.

With that in mind, tell our readers the precautions you have implemented and put in place for the 2021 visitor.
Will: Morey’s Piers has a team that is laser-focused on safety. With that as our foundation, we’ll do what we have continued to do for years and certainly through the COVID pandemic, carefully examine all available information (CDC, etc.) and implement aggressive mitigation practices

Describe who your customers are and why they return year after year? Jack: Our customers are like America, a melting pot, in every way. What they seem to have in common, regardless of their demographic or wealth, is their love for family and tradition. I love how the melting pot intermingles in ways that tend to not be the norm in our all too often fractured society. Will: Yes, as a wise brother has repeatedly said, “Wildwood isn’t for everybody, but it is for anybody.”

Can you envision a time when Cape May County and the Jersey Shore could become a year-round destination? Jack: Yes, it is now. Well, at least some of it. Cape May, NJ, has done a really great job becoming year-round. However, we need to be cautious with this desire as one of the things that make the Wildwoods and Morey’s Piers special is that it is seasonal, and you cannot get it every day. I love Thanksgiving turkey, but do I want it every day?
Will: I don’t see that as a goal, at least from a tourism destination perspective. Part of being special is the seasonality, just like the joy that comes with Spring arriving after Winter. Cape May County thriving as a three-season destination seems the current goal. We are, however, working on developing the non-tourism-related industry to create more opportunities for existing residents and to draw new residents into the region.