The Land of Makebelieve was a family attraction in Upper Jay, which opened in 1954. It was built by Arto Monaco, who made illustrations, toys, and sets, working for movie studios in Hollywood, and for Walt Disney. He was involved in the design of most of the 1950s theme parks in the Adirondacks, including the nearby North Pole, likely the first theme park to open in the park, in 1949. Monaco, who was from nearby Elizabethtown, built and operated the Land of Makebelieve on his own property. It closed in 1979, after heavy damage from the flooding of the Ausable River. The ruins of the castle, and most of the other structures, remained in the woods for years, and have been removed. Some have been repurposed, such as the restaurant, which is now the Adirondack Mountain Cafe.