The closure of Wet 'N' Wild at Prudhommes Landing was a big hit for the tourism portfolio in Lincoln, but as years passed and redevelopment plans were brought to the table, possibility grew on the back of redevelopment opportunities. The park closed in 2002, and since that time, many have questioned what could happen to the prime waterfront development land.
The site was purchased by Ken Fowler Enterprises in 2006, and has since been placed back on market. It features 80-acres of land with high visibility from the QEW and Lake Ontario frontage. At this time, the parcel is the largest amount of available waterfront development land between Niagara and Kingston.
The lands represent a strategic area for tourism development for the town, as the location benefits from proximity to the Jordan Harbour and as a gateway to Lincoln’s winery and agri-tourism industry. The future uses and design of the land is held to an attractive Secondary Plan by the Town of Lincoln, which calls for mixed-use commercial and residential developments.
A prime location for development
The parcel is situated in a mixed-use node with a residential community positioned behind and a number of commercial businesses lining the North Service Road, including the Vineland Research and Innovation Centre and the Lakehouse Restaurant.
When you look at the land in a larger context, neighbouring communities, including Grimsby and St. Catharines, have developed residential neighbourhoods along their waterfronts. A commercial/tourism development would stand out amongst other community offerings.
Current landscape
At this time, a Tim Hortons and Subway franchise operate on the land, while all other businesses have shut down and moved on. A commercial storefront, restaurant and hotel remain, as does remnants of the former Wet 'N' Wild amusement park.
Town of Lincoln Secondary Plan
The Secondary Plan allows for a mixed-use commercial area and residential area. With the majority of the site deemed for commercial purposes to take advantage of the high-profile status of the site. Permitted uses: retail, office, entertainment, restaurant, hotel, banquet hall, personal services, automotive and other various mixed-uses.
The development of a commercial area is integral in this plan; the town sees potential in capturing retail outflow from nearby markets, tourist traffic and as a site that would work to compliment, not compete with, established retail centres in the Town of Lincoln.
The plan also requires that the land's owner develop a trail system/integrated park system along the immediate waterfront. The parcel consists of 610 m of lake frontage.
Original Plan
When the land was purchased in 2006, a $319 million development was proposed. The development featured a mixture of condos and townhomes, and included a large mixed-use commercial component.
When the property was released to market in 2012, the hope was to attract a large retail developer, as the site has capacity for 500,000 sq. ft. of retail space; for perspective the Outlets at Niagara sits at 720,000 sq. ft.
Latest News
In September 2015, it was reported that an offer had been made on the land, however news of successful purchase has not been released. In the event that it has not been purchased, the current owner is said to be moving forward with a mixed-use subdivision application, one that had previously been submitted to the town.
The draft plan of subdivision was completed by Quartek Group and sees a mixed-use community that includes residential builds, a commercial core with retail opportunities as well as a waterfront trail system. Public meetings regarding this plan were held in September 2014.
There is plenty of opportunity for redevelopment of the lands and once completed will offer new residential, retail and employment opportunities for the Town of Lincoln.
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