Photo by Maria Jose Camposano / SOC Images.
Sitting across from MetLife stadium, one of the host venues for the FIFA World Cup 2026™, American Dream mall is uniquely positioned at the center of the action. Its location means it won’t just be a shopping or waiting destination this summer; it will become a global crossroad, a spillover space for thousands of fans, families and visitors between matches and entertainment.
With less than 30 days left for the biggest sporting event in the world, tensions and excitement are rising among employees at the mall in East Rutherford, which is right across from where the big tournament will be happening in New Jersey.
“I’ve been watching soccer since I was a kid…something like this hasn’t been in the country since 1994… It’s a big moment, there are gonna be billions of eyes on us…” said Stephan Swaby, Adidas Store Manager, to Slice of Culture.
“I’m very excited, especially since we are here across the street,” said John de Jesus, Alo Store Manager. “Obviously, that means a lot of customer traffic… We are open to get a lot of sales…”
But not everyone is feeling the excitement.
“Personally, I’m very excited. But as a worker here, I’m not, because I know how chaotic it’s gonna be,” said GianCarlo Pinto, H&M employee.
With diverse events and new attractions like “The Messi Experience,” American Dream Mall will offer fans an interactive look and experience of the biggest soccer feast.
As part of the official match schedule, FIFA confirmed that MetLife Stadium, which has temporarily been renamed to New York New Jersey Stadium, will host five Group Stage games, followed by two knockout round matches between the winners of the previous rounds, and ultimately the World Cup Final. That means there’s a total of eight games that will bring hundreds of thousands of fans to the New York/New Jersey area.
Opportunity, But Uncertainty
For American Dream employees, that lineup represents both opportunity and uncertainty. Some workers see the influx of visitors as a chance for the mall to shine on a global stage.
“From what I heard, we are gonna have a couple of games… I think it is a great opportunity for the mall to receive the tourists, it will bring more revenue…” said Juan Suarez, COS Store Manager. “…We should be able to host and welcome these people, especially in these tough times that most people are getting denied to enter into the US, I really want to see what the outcome is gonna be…”
As the countdown continues, workers are preparing for a surge that they said is unlike anything they’ve experienced before while also balancing pride in being part of a historic moment Still, there’s growing concerns about what that proximity will mean for their daily routines.
“Given that we have people from all over the world coming to see these games, especially the Final…it will be just intense,” said Aldier Romero, COS Supervisor.
“I know there is gonna be a lot of traffic, especially during peak hours 1 p.m to 6 p.m, just gonna make sure we have a lot of sales advisors on duty and standby so we can make sure we can accommodate all customers that come inside the store,” said Zaimah Battle, H&M Department Manager.
“I think that’s gonna be massive because just to hear the volume of people coming in for the tournament, it’s gonna be crazy,” Swaby added. With an influx of potential customers, there’s probably going to be the possibility of workers obtaining more hours as stores may be busier than usual, pointed out de Jesus.
“I think my daily routine is gonna change drastically,” said Pinto.
Despite the anticipation surrounding the World Cup, employees of the mall say their excitement is overshadowed by growing concerns about how the mall will operate during the tournament.
“The mall told us about the World Cup and the big crowds coming up, but they haven’t given us any plan as far as what we’re gonna do about it or how to prepare ourselves, I don’t think they are doing enough,” said Jesus Gonzales, Sephora assistant manager.
Adding to the challenges, officials confirmed that no parking or tailgating will be permitted at American Dream Mall, with only a limited number of spaces reserved for select FIFA ticket holders, many already sold out.
“I know it’s gonna be chaotic just trying to get in and trying to leave… Sadly I’m gonna have to drive myself here and I don’t think that’s my best option but my only option,” said Pinto.
“The traffic is gonna be overwhelming…parking is definitely a piece that we are gonna have to work out… that’s gonna be one of the tricky parts of the situation,” said Suarez.
Employees Looking For More Communication
Several employees shared that they still have not received clear instructions about where staff will be expected to park or how they will access the building on game days.
More troubling for many is the lack of communication from mall management, the workers told Slice of Culture. Stores teams say they have not been briefed on crowd-control plans, adjusted schedules or safety protocols, leaving them unsure of what to expect.
“I feel like the mall hasn’t communicated or at least nothing has been communicated to us… I feel like everything has been very quiet so far,” Suarez said.
At the end of the day, employees express that their concerns aren’t about the World Cup itself, but the preparation for it. What they want is simple: clear communication, a realistic plan from authorities, and the reassurance that their safety and ability to do their jobs won’t be compromised.
Despite many attempts to reach American Dream, the mall did not respond to requests for comment about the employees’ concerns before publication.
Workers said they are still waiting for clearer guidance as the World Cup approaches.
“I would like for the mall to close off one parking garage, specifically for the workers, then no one else can access it, to make it easier for the people that have to commute here everyday,” Gonzalez suggested.
“So my biggest concern… obviously they sell alcoholic beverages during the games, so our only fear was if that crowd comes over into the mall, we don’t know how well we are gonna be able to handle if people are drinking and they may be not be as sober as they should be coming into this mall… but as long as the police presence is here and they control that, that’s all I care and ask about,” de Jesus mentioned.
“I would like to know what the safety measures would be? Even more in case of an emergency or evacuation…,” Suarez questioned.
Still, despite the stress and unanswered questions, there’s a sense of pride among workers. Hosting fans from around the world could bring a wave of energy and revenue that employees haven’t seen in years.
“The events that we have had in the past aren’t nearly as this…I’m very excited to see what happens, I’m very positive about this… There is a lot to expect from us,” Romero said.
“I’ve never experienced anything like that before, I’m excited…,” Battle added.
“This is gonna be great for the community… Imagine international customers are coming in for a purpose…,” Swaby said.
For employees, the World Cup represents possibility, fuller stores, stronger sales and a chance for the mall to shine.
“Whatever brings the sales in, I’m happy for it,” de Jesus said.
And regardless of their country of origin, employees are also excited to support their favorite teams and see them in action on the field. They told Slice of Culture that they just hope that with the right preparation, this summer could be remembered not just for the chaos, but for the opportunity it will bring.
It’s worth noting that American Dream will also be hosting the upcoming Soccer Culture Fest ahead of the tournament to enter into the festivities on June 6.
Hudson County will also host the Flag Cities 2026 fan events in Jersey City and Secaucus. The celebrations will feature live match broadcasts, music, food vendors and cultural activities, giving local communities a chance to experience the energy of the World Cup before the tournament begins.
For more details on this and other upcoming events, visit the official American Dream website to stay updated on schedules and announcements.
