Boardwalk Villas Identity Going Forward

My husband and I recently stayed at the Boardwalk for the first time. We immediately fell in love with the resort due to its thick layer of nostalgia and the 1920s Boardwalk Empire glamour. We started obsessively researching The Boardwalk when we got back home and decided to purchase a resale contract (we previously purchased at Saratoga).

Through my research, I’m a little confused by some people’s perception of the Boardwalk. I’ve read many articles and listened to many podcasts now and some people have stated that this resort is not supposed to be high end and they’re mad about the removal of the espn zone. I think this is misguided in what the Boardwalk was originally intended to embody. I do see where Robert Stern was going with the resort when he designed it. Based on the photos, artifacts throughout the hotel, elegance, and nightlife, he clearly was targeting the 1920s elements of Atlantic City. I have family roots in Atlantic City, Absecon NJ, and Cape May NJ. The true essence of these places in the 1920s, especially Atlantic City, was in the fashion, sights, and culture. Prohibition era, speakeasies, jazz clubs, Italian food and seafood, art deco, mobsters, movie stars - anyone and everyone was in Atlantic City in the summer for high society events and gangster activities. Belle Vue Lounge is borderline a speakeasy, as it doesn’t show up on the Disney app when you search dining. You have to know the lounge is there and know the name to search it in the WDW app.

It’s been mentioned that the Boardwalk will be getting three new businesses in the upcoming years. One filing was input for the old art shop space and the name of the project is Bubbles. Another filing was input for the space where the old Big River Grille was and the project name is Amazon. As the Boardwalk evolves, I do think that Disney will target more businesses that align with that 1920s vibe and elegance. I would not be surprised if we see a jazz club and a supper club or quick service added.

Any thoughts on what the “Bubbles” filing is? And what do you think about the Boardwalk theming and identity?