Dezerland Park Orlando

Dezerland Park Orlando is a large enclosed family entertainment and attractions complex on International Drive in Orlando, Florida. The venue occupies approximately 850,000 square feet in a former shopping-center building and offers a range of indoor activities, including arcade games, pinball, bowling, go-karts, laser tag and miniature golf. Its principal cultural attraction is the Orlando Auto Museum, which displays more than 2,000 vehicles and related memorabilia from developer Michael Dezer’s private collection. The property has undergone several distinct identities since the late 1990s. It was initially developed as Festival Bay Mall by Belz Enterprises, which intended to create an entertainment-oriented shopping center rather than a conventional enclosed mall. Bass Pro Shops and Cinemark were established as early anchors, while other planned or operating attractions and retailers included Ron Jon Surf Shop, Vans Skatepark, Sheplers Western Wear and Steve & Barry’s University Sportswear. The mall eventually opened in April 2003 after construction delays connected with permitting, tenant recruitment and difficult economic conditions. Its Caribbean waterfront design included an indoor lake and themed public spaces. Festival Bay struggled to maintain momentum as Orlando’s retail landscape became more competitive. The Mall at Millenia, Orlando Premium Outlets and other destinations drew shoppers and tourists, while the center’s limited visibility from Interstate 4 and changes in tourism patterns weakened its position. Management responsibilities were later transferred to General Growth Properties in an effort to attract more local customers. Several planned attractions, including a large amusement concept and a surf park with wave pools, were delayed or abandoned. Major tenant losses further reduced the center’s appeal, including the closure of Steve & Barry’s after its bankruptcy and the departure of Vans Skatepark in 2012. In 2010 the property was sold to Paragon Outlet Partners, a division of The Lightstone Group. A proposed open-air redevelopment was replaced by a roughly $70 million repositioning under the name Artegon Marketplace. The renovation removed the original Caribbean theme and indoor lake, introduced an industrial aesthetic, and converted much of the retail space into small stalls for local artisans and independent vendors. Artegon opened in November 2014 and later added concepts such as the Gods & Monsters comic-book store and bar. The repositioning did not produce a durable turnaround. Toby Keith’s I Love This Bar & Grill closed after seven months, management changed in late 2015, and plans for a food hall and other improvements were unable to prevent the property’s closure. Lightstone announced in January 2017 that Artegon Marketplace would close on January 26, giving vendors approximately two weeks’ notice. The abrupt closure prompted litigation by some vendors and left the large building vacant while legal matters were addressed. Michael Dezer acquired the property in January 2018 for $23.7 million and proposed converting it into an indoor action-park destination modeled in part on his Xtreme Action Park in Fort Lauderdale. The Miami Auto Museum at the Dezer Collection closed in 2018, and much of its collection was moved to Orlando for the planned museum component. Construction experienced a temporary halt in 2019 because of a permitting issue. The renamed Dezerland Park Orlando held a soft opening on December 14, 2020. Its initial attractions included bowling, go-karts, an arcade and a glow-in-the-dark miniature-golf course inherited from the former Festival Bay operation. Additional attractions opened progressively, including the approximately 250,000-square-foot Orlando Auto Museum. The project represents a shift from traditional retail toward destination entertainment, using a large indoor footprint to serve Orlando residents and visitors seeking weather-independent activities. Dezer has also discussed further development at the site, including residential buildings and a car dealership, although the timing and completion of those plans are not established in the supplied sources.

The site now occupied by Dezerland Park Orlando began as a proposed entertainment-focused shopping center developed by Belz Enterprises. In 1998, Belz announced plans for a roughly 1.1 million square-foot complex adjacent to its existing outlet properties. The concept was intended to differ from a conventional mall by emphasizing distinctive retailers and entertainment facilities, with a Caribbean waterfront theme, a manufactured lake and a large interior atrium. Although Bass Pro Shops and Cinemark opened facilities connected with the project earlier, construction of the main mall was delayed by permitting problems, tenant uncertainty and the economic conditions of the early 2000s. Festival Bay Mall formally opened on April 3, 2003. Its tenant roster included Bass Pro Shops Outdoor World, Cinemark, Ron Jon Surf Shop, Sheplers Western Wear, Steve & Barry’s University Sportswear and Vans Skatepark. Plans for additional attractions changed repeatedly. A proposed Factory Funhouse and Festival Boardwalk amusement project was placed on hold, while a later proposal for a Ron Jon Surf Park with wave pools and a surfing academy was delayed and ultimately suspended. By the middle of the 2000s, the mall faced competition from newer Orlando retail destinations, including The Mall at Millenia and Orlando Premium Outlets. Its visibility from Interstate 4 was limited, and changes in tourism and local shopping patterns contributed to stagnant performance. Belz engaged General Growth Properties to manage the property and pursue more local business. However, the center continued to lose important tenants. Steve & Barry’s closed in 2009 following the retailer’s bankruptcy, and Vans Skatepark closed in January 2012 after its lease was not renewed. The property changed ownership in 2010, when Paragon Outlet Partners, a Lightstone Group division, acquired it for $25 million. Paragon initially considered an open-air outlet redevelopment called Paragon Shoppes Orlando, but instead announced a major renovation that produced Artegon Marketplace. The approximately $70 million project replaced the Caribbean design with an industrial look and converted much of the mall into small spaces for local makers and independent vendors. Artegon opened on November 20, 2014. It retained major existing anchors and introduced new concepts, including the Gods & Monsters comic-book store and bar. A Toby Keith-branded restaurant also opened but shut down after seven months because of financial problems involving its operator. In November 2015, control moved from Paragon to Lightstone directly, accompanied by new management and plans for a larger food hall. The operator also sold the parcels containing Bass Pro Shops and Cinemark for a combined $30 million. Interest in the northern International Drive area increased around 2016 as plans for a new Interstate 4 pedestrian bridge encouraged speculation about redevelopment. Lightstone placed the mall property on the market, and rumors circulated that the structure could be replaced by a theme-park project. On January 18, 2017, Lightstone announced that Artegon would close on January 26. The short notice caused conflict with vendors, including some that had recently signed leases, and several filed lawsuits. The building remained tied up in litigation for approximately a year. Michael Dezer bought the property in January 2018 for $23.7 million and proposed an indoor destination modeled partly on Xtreme Action Park in Fort Lauderdale. The development was first described as Dezerland Action Park and was later renamed Dezerland Park Orlando. The planned project incorporated vehicles from Dezer’s Miami Auto Museum at the Dezer Collection, which closed in 2018. Construction was briefly interrupted in 2019 by a permitting issue. Dezerland held a soft opening on December 14, 2020, initially offering bowling, go-karts, arcade games and glow-in-the-dark miniature golf. Additional areas opened over subsequent months, including the Orlando Auto Museum, described as a roughly 250,000-square-foot attraction displaying more than 2,000 vehicles and memorabilia. The site has also been associated with longer-term plans for apartment buildings and a car dealership, though the supplied material does not establish whether those plans were completed.

• 2020

  Dezerland Park Orlando soft-opens

  [1]Dezerland Park Orlandoen.wikipedia.org

  The venue begins operations with bowling, go-karts, arcade games and miniature golf.

• 2018

  Michael Dezer purchases the property

  [1]Dezerland Park Orlandoen.wikipedia.org

  The property is acquired by Michael Dezer for conversion into an indoor action park and automotive attraction.

• 2017

  Artegon closes

  [1]Dezerland Park Orlandoen.wikipedia.org

  Lightstone closes Artegon Marketplace after continued operating difficulties and redevelopment uncertainty.

• 2014

  Artegon Marketplace opens

  [1]Dezerland Park Orlandoen.wikipedia.org

  A major renovation converts Festival Bay into an artisanal marketplace and opens under the Artegon name.

• 2012

  Vans Skatepark closes

  [1]Dezerland Park Orlandoen.wikipedia.org

  Vans Skatepark shuts after the company declines to renew its lease.

• 2010

  Property sold to Paragon Outlet Partners

  [1]Dezerland Park Orlandoen.wikipedia.org

  Paragon Outlet Partners, a Lightstone Group division, acquires the mall property and begins considering redevelopment options.

• 2009

  Steve & Barry’s closes

  [1]Dezerland Park Orlandoen.wikipedia.org

  The Steve & Barry’s anchor closes following the retailer’s bankruptcy.

• 2003

  Festival Bay Mall opens

  [1]Dezerland Park Orlandoen.wikipedia.org

  Festival Bay Mall officially opens after delays in construction and tenant recruitment.

• 1998

  Belz announces Festival Bay plans

  [1]Dezerland Park Orlandoen.wikipedia.org

  Belz Enterprises announces plans for an entertainment-oriented shopping complex next to its existing Orlando outlet centers.

A large, weather-independent Orlando entertainment destination that combines active indoor attractions with a major automotive museum.

• Automotive museum · 2020

  Orlando Auto Museum

  The Orlando Auto Museum is the park’s signature collection-based attraction. It presents more than 2,000 vehicles and automotive-related artifacts and memorabilia associated with Michael Dezer’s private collection. The museum expanded the site beyond conventional amusement rides by making collectible cars, unusual vehicles and themed displays a central part of the visitor experience.

• Indoor gaming · 2020

  Arcade and pinball

  The arcade area provides electronic games and pinball machines as part of the park’s general family-entertainment offer. It complements the venue’s more active attractions and supports group, family and all-weather visits.

• Indoor motorsport attraction · 2020

  Go-karts

  The indoor go-kart track is one of the original attractions introduced during Dezerland’s soft opening. It extends the site’s automotive theme into an interactive activity and provides a timed, competitive experience for visitors.

• Indoor recreation · 2020

  Bowling

  Bowling was part of the initial Dezerland operating mix. The attraction gives the complex a social, group-oriented activity that can serve families, tourists and private events.

• Miniature golf

  Glow-in-the-dark miniature golf

  The glow-in-the-dark miniature-golf course predates the Dezerland name and was carried forward from the Festival Bay era. Its continued use provides a legacy attraction within the redeveloped entertainment complex.

• Indoor active entertainment

  Laser tag

  Laser tag is among the indoor active-entertainment formats associated with Dezerland Park Orlando. The attraction broadens the park’s appeal for children, teenagers and group outings.

• 2018

  Conversion into an indoor action parkStrategy

  Background

  Michael Dezer acquired the vacant former mall after the Artegon closure and sought to repurpose the large enclosed structure for destination entertainment.

  Action taken

  Dezer planned an indoor action park modeled partly on Xtreme Action Park in Fort Lauderdale and incorporated a major automotive museum using vehicles transferred from his Miami collection.

  Aftermath

  The project became Dezerland Park Orlando and began a phased opening in December 2020.

  Property acquisition price. $23.7 million (January 2018)

  Source

• 2017

  Closure of Artegon MarketplaceStrategy

  Background

  The artisanal-market format had not resolved the property’s operating and redevelopment challenges, and Lightstone explored a potential sale amid growing interest in the northern International Drive area.

  Action taken

  Lightstone announced that Artegon Marketplace would shut on January 26, 2017.

  Aftermath

  Vendors received approximately two weeks’ notice, and several pursued legal claims. The property remained delayed by litigation until its subsequent acquisition by Michael Dezer.

  Source

• 2014

  Repositioning from Festival Bay to Artegon MarketplaceStrategy

  Background

  Festival Bay had struggled against competing Orlando retail destinations and had lost several major tenants. Paragon Outlet Partners and Lightstone abandoned an initial open-air outlet concept in favor of a large renovation centered on independent artisans and experiential retail.

  Action taken

  The operator removed the Caribbean-themed interior and lake, introduced an industrial design and divided much of the retail area into small vendor stalls. The center reopened as Artegon Marketplace in November 2014.

  Aftermath

  The new format attracted independent retailers and specialty concepts but did not establish a sustainable long-term business. Artegon closed in January 2017.

  Renovation investment. $70 million planned renovation (2014)

  Source

1. 1Dezerland Park Orlandoen.wikipedia.org