American Dream Mall offering gender-segregated swimming to accommodate Orthodox clientele

NEW JERSEY (JTA) — Featuring 15 water slides, cabanas and an enormous wave pool, the largest indoor water park in the United States is open to all customers almost every day of the year.

Almost.

The calendar for the DreamWorks Water Park at American Dream Mall in East Rutherford, New Jersey, features blackout dates next week, corresponding to two weekdays in the middle of the upcoming Jewish holiday of Sukkot. But while the park’s website says “No Tickets available,” that isn’t actually the case.

Patrons can head over to an Instagram page affiliated with the mall and aimed at Jewish visitors, called “L’chaim American Dream,” where they will see water park tickets being sold at $79 a pop for those very dates — Oct. 2 and 4.

But there’s a twist: The tickets are technically for a private event at the water park, hosted by a separate company that will segregate attendees by gender. On Oct. 2, the park is open to women only and two days later, is open only to men.

The gender-segregated hours are meant to serve haredi Orthodox Jews who abide by strict modesty laws prohibiting men and women from wearing revealing clothing — such as bathing suits — in public. Having separate times for men and women would enable customers to use the waterpark without running afoul of their Jewish observance.

It’s one of the many ways the mall, which opened in 2020, caters to an Orthodox clientele — along with a food court with 13 kosher restaurants and a department store with clothes that adhere to Orthodox standards of modest dress. Accessible to Orthodox communities in Brooklyn, New Jersey and upstate New York and housing a host of activities appropriate for young children, American Dream has made itself into a top destination for Orthodox families. Families are expected to flood to its attractions — including miniature golf courses, ice skating, a theme park and more — during the intermediate days of Sukkot, when haredi yeshivas are typically closed and outings are de rigueur.

In its outdoor spaces, the mall will house multiple sukkahs, the temporary huts erected during the holiday where many Jews eat their meals during the holiday. But the water park’s gender-segregated hours represent the most substantive change planned for the holiday — and to some potential visitors, they are welcome.

“Most women to the right of left-wing Modern Orthodox would seek out this kind of arrangement in order to swim,” said Rifka Wein Harris, a haredi attorney who has advocated for changes in the way Orthodox Jews are portrayed in the media. Otherwise, she said, “I would only swim in a women’s-only environment that was not subject to public view,” such as one that was “gated or enclosed or indoors, around other women.”

The waterpark has offered men- and women-only hours in the past, geared toward Orthodox customers on Sukkot, as well as on Hanukkah and the intermediate days of Passover. On those holidays, as on the intermediate days of Sukkot, observant Jews aren’t prohibited from engaging in commerce or swimming, and their children are generally off of school.

 

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But in the past, those opportunities have been offered at night, after the park’s normal hours of business. This is the first time when it will be gender-segregated during the day.

“This is really the first time we’re doing something during daytime hours, which is usually open for the public,” said a representative of American Dream who responded to a JTA inquiry but declined to give their name or title. “You’re expecting that most of the public or the kids are in school and not coming during that time. “We’re able to close it, close up for gender-separated hours, during these specific days.”

The mall is operated by Triple Five Group, a Canadian conglomerate owned by the Ghermezian family, who are Jewish and also own the Mall of America. In this case, the gender-segregated days are being run under the auspices of a private company that rented the water park for those hours, according to the American Dream representative, who declined to disclose the company’s name.

For some haredi customers, the accommodation is welcome. “This is our [only] chance to go swimming at all, other than the bungalow colony,” Wein Harris said, referring to summer vacation complexes in upstate New York that often offer separate swimming hours to accommodate Orthodox guests. “And for people like me who don’t have a bungalow, we never swim.”

Gender segregation in public spaces has long been hotly debated in Israel, which has a large haredi community with political representation that sits in the current right-wing government. Some public buses in Israel have enforced gender separation, and there has been a proposal to have some publicly maintained natural springs do so at times.

Sztokman, who lives in Israel, sees a common thread between the policy at American Dream mall and the separation of men and women in her country.

“I feel like what’s happening in America is an extension of this because the haredi communities are connected; the religious communities are connected. If one practice becomes a norm then in one place, then the other communities have to ‘keep up with the Cohens’ kind of thing,” Sztokman said. “You can’t be less religious than your religious cousin across the ocean. You have to keep up.”

Wein Harris is excited by the prospect of enjoying an environment that accords with her religious requirements at an attraction that bills itself as the “largest indoor water park in North America.”

“I am overwhelmingly happy that our needs are being seen in a world where they’re not otherwise being seen,” she said.