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Local Officials Impressed With Merlin Entertainment, Owner Of LEGOLAND, On Trip
to Britain
By Kyle Kennedy
THE LEDGER
Published: Monday, May 17, 2010
LAKELAND - Local officials are buzzing about LEGOLAND Florida after visiting the
attraction’s Windsor location.
A delegation of more than 40 county and private business officials attended the
overseas trip last week and saw the operations of LEGOLAND owner Merlin
Entertainments Group, which is based in England.
Merlin acquired Winter Haven’s defunct Cypress Gardens theme park in January and
is redeveloping the site as LEGOLNAD Florida. It is projected to open in late
fall 2011.
Participants on the Windsor trip say they’re convinced Merlin has what it takes
to succeed in Central Florida’s competitive tourism industry.
‘I know a lot of people are thinking, ‘There’s Disney, there’s Universal,’ but
once you go through their park, you understand why someone would extend their
trip for a full day or two,’ to visit LEGOLAND Florida, said Marshall Goodman,
chief executive of the University of South Florida Polytechnic. ‘They have no
idea about the tenacity of Merlin Entertainment and the breadth of experience
and capital they’re bringing to this park. I think it’s a very different model.’
Goodman said he was particularly impressed by the park’s LEGO replicas of major
cities, as well as educational partnerships with schools that emphasize science,
robotics and the environment. Goodman said attendees viewed an artist’s
rendition of LEGOLAND Florida, but he would not discuss details.
Buzz Tarver, who owns a State Farm office in Lakeland, said Merlin’s financial
strength will be an asset to LEGOLAND Florida.
‘I was a little curious as to what their financial backing is. We’ve certainly
had a few businesses make a go of the Cypress Gardens concept, a few big
players, and they’ve had limited success,’ said Tarver. ‘I have a feeling
LEGOLAND has financial staying power. They have knowledge of their market and
they’re committed to Florida.’
Tarver noted that Merlin’s industry experience should prove valuable ó the
company operates 60 attractions in 13 countries, drawing more than 35 million
visitors total in 2009.
Merlin, the world’s second-largest owner of tourist attractions, currently
operates four LEGOLAND parks - three in Europe and one in California. The
Windsor location includes more than 50 interactive rides and attractions and has
a full-time staff of 155 people, in addition to a seasonal staff of 775,
according to its website.
Merlin officials plan to spend roughly $150 million in developing the Winter
Haven site, Tarver said.
Chris Nikdel, owner of Winter Haven marketing firm Clark/Nikdel/Powell, said
LEGOLAND Florida should be a good employer for the Winter Haven area.
‘I thought the company was first-rate. I talked to the human resources director
and they take a lot of time with selection of the type of personality they want
working for their company, to be their brand ambassador,’ Nikdel said. ‘They
actually shared that they don’t have much turnover.’
Nikdel’s firm handles marketing operations for the Central Florida Visitors and
Convention Bureau, and she said they will be integrating LEGOLAND presence into
promotional materials for local tourism.
Winter Haven Mayor Jeff Potter said he was impressed by LEGOLAND Windsor’s
emphasis on hands-on attractions, as well as the park’s focus on its target
audience: kids.
‘Disney is more of a visual attraction, and LEGOLNAD is more to-do and
sensory-oriented,’ Potter said. He said LEGOLAND has enough activities to
warrant a two-day visit and seems engaging for both youths and their
parents/grandparents.
Non-government employees attending the Windsor trip had to pay their own way,
though some costs were covered by sponsorships. Potter said LEGOLAND officials
plan to share more information with the community about LEGOLAND Florida in
early July.
theledger.com
-end of report-
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