Morey's Piers Through the Decades: An Amusement Empire

The name Morey is synonymous with Wildwood's boardwalk. For over five decades, the Morey family has been creating memories, thrills, and joy for millions of visitors. What began with a single pier and a handful of rides has grown into one of the most successful family-owned amusement operations in America. The story of Morey's Piers is ultimately a story about vision, perseverance, and an unwavering commitment to family entertainment.

The Beginning

In 1969, Will and Bill Morey purchased their first pier at 25th and the Boardwalk. The brothers had grown up in the amusement business, and they saw potential where others saw only aging infrastructure. Their vision was simple but ambitious: create a clean, safe, family-friendly environment with the best rides and attractions they could afford. They understood that success in the amusement business required constant reinvestment and innovation.

Those early years were challenging. The brothers worked long hours, often operating rides themselves. They lived modestly, pouring every dollar back into the business. Their first major addition was the Flyer roller coaster in 1975, a wooden coaster that immediately became a boardwalk icon. The success of the Flyer validated their approach and provided capital for further expansion.

Building an Empire

Throughout the 1980s and 90s, Morey's Piers expanded aggressively. They acquired additional piers, creating a multi-location entertainment complex that stretched across six blocks of boardwalk. Each pier developed its own identity and target audience. Mariner's Pier focused on family rides and attractions. Surfside Pier catered to thrill-seekers with extreme rides. Adventure Pier offered a mix of both, plus two massive water parks.

The water parks represented a particularly bold move. Building beachfront water parks seemed counterintuitive—why would people pay for water attractions when the ocean was free? But the Moreys understood that modern families wanted variety and that water parks offered experiences the beach couldn't match. Raging Waters and Ocean Oasis became instant hits, attracting visitors even on days when the ocean was too cold or rough for swimming.

Innovation and Risk

The Morey family has never been content with the status quo. They've consistently invested in new attractions, often taking significant financial risks. The Great White roller coaster, added in 1996, cost millions but established Morey's as a destination for serious coaster enthusiasts. The Great Nor'Easter suspended coaster followed in 1995, offering a ride experience unlike anything else on the Jersey Shore.

These investments weren't just about having the newest rides—they were about maintaining relevance in an increasingly competitive entertainment landscape. The Moreys understood that families had countless options for their vacation dollars. To keep them coming back to Wildwood, the piers needed to offer experiences they couldn't get elsewhere.

Family Values

Despite tremendous growth, Morey's Piers has remained a family business. The second and now third generations of Moreys are actively involved in operations, maintaining the values and vision established by Will and Bill. This continuity has been crucial to the company's success. The Moreys know their business intimately because they've lived it their entire lives.

The family's commitment extends beyond their own business to the broader Wildwood community. They've been leaders in preservation efforts, supporters of local charities, and advocates for the resort's continued vitality. They understand that Morey's Piers succeeds when Wildwood succeeds, and they've invested accordingly in the community's future.

The Modern Era

Today, Morey's Piers operates over 100 rides and attractions across three piers and two water parks. The operation employs over 1,500 people during peak season, making it one of the region's largest employers. Annual attendance reaches into the millions, generating significant economic impact for Wildwood and the surrounding area.

Yet despite this scale, Morey's maintains the family-friendly atmosphere that has always been its hallmark. The parks are meticulously maintained, staff are trained to prioritize guest service, and safety is paramount. The Moreys have proven that you can grow large without losing the personal touch that makes family businesses special.

Looking Ahead

As Morey's Piers approaches its sixth decade, the future looks bright. The family continues to invest in new attractions and improvements. Recent additions include virtual reality experiences, upgraded water park features, and enhanced dining options. The piers are adapting to changing guest expectations while maintaining the core values that have always defined the operation.

The Morey legacy is about more than just rides and attractions. It's about creating a place where families can make memories together, where children experience the thrill of their first roller coaster, where grandparents share their own childhood experiences with a new generation. That's an empire worth building, and one that will endure for generations to come.