John Jakobsen Managing Director
LEGOLAND Parks – Merlin Entertainments
As Managing Director of Merlin Entertainments’ LEGOLAND Operating Group John is not only responsible for the continued development of the company’s four existing Parks – in Denmark, Germany, UK and California, USA; but also for the identification and planning for new LEGOLAND Parks around the globe, primarily in partnership with local developers and leisure partners. This includes one scheduled to open in Winter Haven in 2011, Malaysia in 2012; and a second in Dubai – although this one is currently on hold which the Middle East recovers from the backlash of the current global economic downturn. Other possible locations, in the US and Far East, are also under discussion.
The video below features highlights from Legoland California.
After an international career spent working with the Danish toy company and its theme park subsidiary, John believes he has found his “dream job”. He was General Manager in California when in 2005 Merlin acquired the four LEGOLAND Parks. He admits this move was a huge shock at the time given the very family nature of the business, and its necessarily close links with the toy company from which it has sprung.
However any concerns were short lived. In Merlin, while a much tougher commercial culture, he has found a company which not only truly understands how to develop and market theme parks, but is also totally committed to building on the unique LEGO franchise. More than that, like LEGO, Merlin’s objective is to provide ‘fun learning’ for generations of children through all its brands.
Over the next 5-10 years he also believes the original LEGO dream of having at least 10 LEGOLAND Parks around the world, may well become a reality under Merlin’s stewardship; and he is proud to have been there from the very beginning……
46 year old John was just 5 when the first LEGOLAND Park opened in Billund near his family farm in Denmark. Some of his strongest memories growing up were of his visits with his family, and every year from the age of 16 he tried to get one of the coveted holiday jobs there – but to no avail. It was not until he completed a Business Degree that his ambitions came true when in…. he secured one of only 2 coveted annual internships at the Park’s famous parent toy company – LEGO. Even then it was not until 1990 that as the most junior member of a team of 5, he was asked to take on the challenge of expanding the LEGOLAND franchise outside of Denmark.
In charge of site development and planning, he first worked on projects in the UK (Windsor opened in 1996); and California where he arrived in his words ‘a somewhat naive 30 year old’ in 1994 to deal with a hostile population bitterly opposed to the project. He won them over with a nail biting 57% local yes vote after spearheading a massive charm offensive! With the US project on track John returned to LEGO in Denmark to develop another new area for the Group – ‘corporate alliances’, the first of which was a link between LEGO and the Star Wars IP, a partnership which still represents one of the company’s most popular toy lines.
In 2002 John took on his first Park management role in Germany where he maintains he really learned the ropes relating to Park construction and commercial development. A year later he moved back to California as General Manager, and he and his team built the Park into the US Best Family Theme Park – an accolade it has won every year for the last 6 years.
His Operating Group role meant another move – this time to Dorset, in the UK, close to Merlin’s Head Office. A ‘country boy’ at heart, he and his family have settled very well into the english countryside and are making the most of the Dorset location. An award winning marathon runner, when not traveling, John and his wife regularly run near their home in the New Forest – in his view the perfect way to relax.
John has 3 children – a 19 year old at University in Denmark and two other teenagers 17 & 14.
It’s official. Representatives from Merlin Entertainments confirmed this morning that their company will construct their second U.S. Legoland Park on the historic Cypress Gardens property. (The park will be the largest Legoland so far.)
In a page torn directly from the promotions book of Dick Pope, founder of Cypress Gardens, Merlin Entertainments officials presented a news conference that involved a Florida panther, large orange and Polk County logo constructed completely of Lego blocks. If that wasn’t enough, the grand finale featured 100,000 Lego blocks cascading from a front end loader to the screams of delight from young guests from the Florida Baptist Children’s Home.
Facts at a glance:
Projected re-opening: Late 2011
Employment: Estimated 1000 jobs
Highlights: Rides, displays, interactive lego building for the whole family. And Merlin CEO Nick Varney (left) assured everyone present the the Cypress Gardens botanical gardens are in very safe hands with his company. They are part of what makes this location so special.”
Varney told of his first visit to Cypress Gardens in October of 2008 when he “absolutely fell in love with the park.”
The park will see 40 million lego blocks used in its construction.
Varney declined to specify the exact amount of the company’s initial investment rumored to exceed $150 million.
On hand for the festivities, Florida Governor Charlie Crist accepts a Lego replica of a Florida Panther from Merlin CEO Nick Varney
State Senator J. D. Alexander, Nick Varney and Winter Haven Mayor Jeff Potter
More than 400 billion Lego blocks have been manufactured in the company’s history. Varney described Florida as the world’s number 1 tourism destination and noted his park will fare well as it is positioned 180 degrees apart from a traditional theme park. He noted, “Most parks put you on something (like a ride) and do something to you. We set ourselves apart by inviting the guest to join in interactive activities such as race car building where parents compete against their children.” He admits the 23 month build out is ambitious but he feels very manageable. Mr. Varney also noted that of all the locations worldwide that his company has worked with government officials, their Florida and Polk County experience has been among the best. He also thanked the local businesses who have posted “Welcome Legoland Florida” on their reader boards.
Welcome to Winter Haven Mr. Varney and Merlin Entertainments. Mr. Pope wouldn’t have it any other way.
Post Update 1-22-10: In interviews after the news conference Nick Varney confirmed plans to reinstate the famed Cypress Gardens ski show “with a Lego twist.” He also noted that long range plans call for the property to become a Legoland Resort and including at least one hotel.
Note to Contractors: If your company is interested in being considered during the construction of Legoland Florida, the contact name is Ian Sarjeant, senior project manager. He can be reached at ian.sarjeant@legoland.com or 760-931-9159. He is compiling a list of prospective contractors, working on how the company is going to handle bids, etc. in preparation for work to begin.
In what may be the biggest announcement of the new century for Winter Haven and Polk County tourism, Merlin Entertainments will announce tomorrow, January 21, they will open their second U.S. Legoland Park here in Winter Haven on the Cypress Gardens property. Merlin operates Legoland California which has been named the #1 Children’s Park in that state for the past six years.
The confirmation is being attributed by area media to an email sent to Polk County Commissioners. The memo mentions several key points:
1. LEGOLAND Florida will be the fifth LEGOLAND attraction worldwide (California, Denmark , England , and Germany ).
2. Merlin is the second largest attraction company in the world, second only to Disney.
3. Merlin’s massive research in the area already indicated that the LEGOLAND brand already has high recognition and a 90% intention to visit by families in their target market.
4. LEGOLAND, CA, is the fastest growing theme park in the U.S., realizing an astounding 6% growth in 2009. The park was also recognized by Amusement Today as the country’s best theme park for children for the sixth consecutive year.
While there will be significant employment at the park during its reconstruction and transformation, the long term vision will see significant employment on an annual basis. This will return Polk and Winter Haven to solid tourism destination status complementing our other tourism venues such as Bok Tower Gardens and Fantasy of Flight.
We enthusiastically welcome Merlin Entertainments and salute the hard work of everyone involved locally in helping to make all the pieces fall into place (pun very much intended)!
We will present further information following tomorrow’s news conference.
Merlin Entertainments is a young and dynamic organization, it currently operates 50-plus attractions and four hotels anually, which welcomes more than 30 million visitors in 12 differrent countries across three continents – Europe, North America and Asia – and employ more than 13,000 staff.
From its headquarters in Poole, Dorset, the Merlin Entertainments Group today operates an international network of attractions, among them many of the world’s best known brand names…Madame Tussauds, The Dungeons, Alton Towers, LEGOLAND, SEA LIFE, Gardaland, the London Eye and others.
The Screamscape Blog actually uncovered land transfer documents that led to the discovery of Merlin Entertainments’ purchase of Cypress Gardens. We have added information collected from Google Alerts.
For the Sixth Year, LEGOLAND® California is Awarded “Best Children’s Park”
For the sixth year in a row, park enthusiasts from around the world have voted LEGOLAND® California as the “Best Children’s Park.” Amusement Today, a monthly trade newspaper, awarded the 128-acre family theme park the esteemed Golden Ticket Award on Sept. 10, 2009.
LEGOLAND California hosted the ceremony for the first time, bringing representatives from all over the country to Carlsbad.
“To be ranked as the best of the best in the amusement industry is a great accomplishment and to be named Best Children’s Park six years in a row really states we’re appealing to families with children ages 2 to 12,” said Peter Ronchetti, General Manager of LEGOLAND California Resort . “LEGOLAND California is celebrating its tenth birthday this year and we’ve doubled the amount of rides since we opened in 1999. We’re excited to continually build upon what makes us the best children’s park.“
Introduced in 1998, the Golden Ticket Awards have steadily increased in popularity to become the most sought after award by amusement industry players. The recipients of these awards are chosen from an international poll conducted by industry experts at Amusement Today. Surveys were sent to a cross-section of educated and well-traveled amusement park aficionados.
In honor of its 10th birthday, LEGOLAND California added ten new attractions this year including the adventure slide Dune Raiders, “Bob the Builder™ In 4-D: Bob the Builder and the Roller Coaster” and Xbox Family GameSpace featuring 13 game stations where guests can experience LEGO STAR WARS™ :The Complete Saga and other family-friendly games year-round.
North America’s only SEA LIFE™ Aquarium opened one year ago in August as a separate admission adjacent to LEGOLAND California. Geared specifically to educate children on creatures under the sea, the two-story 36,000 square foot aquarium features 36 displays, more than 200 species and holds more than 250,000 gallons of water.
Merlin Entertainments will reveal its future development plans for the Cypress Gardens property at a news conference this Thursday, January 21. Speculation about those plans has included a Legoland Florida park.
The sale of Cypress Gardens to Merlin Entertainments has received wide spread review in the theme park industry publications and Florida media. The company will release details of their plans for the park at media conference later this week. First reported in the News Chief and later this blog, speculation abounds that Merlin may have plans for a Legoland Park similar to their California property.
(Editors note: Several news reports have said Merlin purchased the botanical gardens — not true. The citizens of Polk County own the original 30 acres which include the botanical gardens. As with past operators, Merlin will lease the gardens in exchange for its maintenance.)
Orlando Theme Park News is reporting that Screamscape (a theme park industry blog) suspects Cypress Gardens may have been sold:
“(1/15/10) The big shocking news of the day is that Merlin Entertainment may actually have purchased Cypress Gardens. Check out the Polk County website and do a search for “land south adventures” and you’ll find three documents at the bottom dated 1/12/2010. The first two detailing how property ownership is being transferred from Land South Adventures to “Merlin Entertainments Group Florida” while the third involves the matter of unpaid tax Land South owed, but has now suddenly been paid and the lein from the Florida Department of Revenue has been released.”
You can visit the Screamscape report here. The blog was the first to report some months ago that the Gardens was one of three locations being considered as a potential location for a Legoland Florida.
We have no local confirmation at this point but will report further information as it develops. Merlin Entertainments is the second largest provider of entertainment in the world following Disney. Should these reports prove true, this could be a very positive development for Polk tourism and especially Winter Haven. Stay tuned.
Cypress Gardens will shutter the gate at the close of business today (Wednesday, September 23, 2009). That’s 73 years after a young, energetic entrepreneur named Dick Pope and his wife, Julie, opened their beloved gardens on January 2, 1936. Eventually Cypress Gardens was the #1 roadside attraction in Florida until Disney opened in 1971. (Pictured at left Mr. and Mrs. Pope with son Dick Jr. and daughter Adrienne. circa 1936)
Current owners Brian Philpot and Rob Harper of Land South have owned the park for the past two years. What is apparent is that as it is currently configured, the park is not viable. For that reason the owners have decided to close the park while negotiations continue with several potential buyers.
It’s a sad day for Florida history and even sadder for the many people who hold special memories of working, skiing and playing at America’s Tropical Wonderland. More than 50 million people visited the Gardens throughout its existence. Today’s announcement follows a six year roller coaster ride for the park after closing in April 2003 and being rescued by the State of Florida, Kent Buescher and Polk County in 2004 only to be pounded by triple hurricanes the same year. The park enjoyed a brief renaissance opening in December 2004 but never fully overcame the devastation and costs associated with hurricanes Charley, Jeanne and Frances.
It is difficult to predict what the next chapter may hold for the venerable site. The state purchased development rights off of 120 acres which includes most of the land surrounding the original Botanical Gardens and ski show area. The citizens of Polk County own the original 30 acres of the park including all of the lake frontage on both Lake Summit and Lake Eloise.
Statement from Land South:
From the earliest moment that our firm purchased Cypress Gardens and Splash Island Waterpark, our highest priority has always been to maintain the park’s beauty and protect its proud traditions as a mainstay of the State’s history and natural treasures. It is with these ideals in mind that we must announce that the park will be closed for business as of Wednesday, September 23, 2009.
During the last two years, Land South Adventures, LLC, has explored numerous management frameworks and exhausted every possible approach to keep the park running in its traditional form. Now, we are in the process of negotiating with several potential purchasers and lessees for all or part of the property, and do not feel it is fair to our employees, the guests, or the public to continue operations heading into the fall with the future of the property in flux. We are optimistic that the outcome will be in the best interests of both the park and the residents of Polk County and the State of Florida.
Just in time for summer vacation, Splash Island Water Park at Cypress Gardens is open seven days a week for summer. Beat the heat and enjoy the thrills of water slides or simply float your cares away on the lazy river. In addition, half-price admission is offered for the water park after 3 p.m. everyday in June, July and August.
Splash Island Waterpark is open until 7 p.m. Sunday through Friday and will now be open Saturday’s until 10 p.m. featuring Splash Party Nights that include live entertainment.
Live entertainment this Saturday, June 6 is “Blowing Trees” peforming at the Paradise Wave Pool stage at 7 p.m . and 8 p.m.
Cypress Gardens is raising the roof (literally) as they move what was the cover for a park train station to a new location covering the admission kiosks.
Among the ambitious plans that Park Administrator Bill Sims and Marketing Director Bob Morgan have underway is a year-round weekend festival in the Southern Crossroads area. This area will be separated from the Botanical Gardens by a gate and for many weekend activities will feature no admission charge. Weekend concepts under discussion include Oktoberfest; Soap Opera Fan Fest; Folk Festival; Petapalooza and Pumpkin Pickin’ — just to name a few.
Business Opportunities:
The weekend events in the Southern Crossroads (more recently known as Jubilee Junction) area will be scheduled for a Friday, Saturday and Sunday run. The Gardens is looking for established local restaurants, arts and crafts persons, retailers and more to use the facilities within the Southern Crossroads shops and eateries to market during these special weekends. This could be a great way to expand your market with minimal investment during a tough economy.
Memorial Day weekend will be the first such opportunity. If you are interested in more information, contact Bob Morgan at 863.324.2111 orbmorgan@cypressgardens.com.
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