The Polk County Tourist Development Council heard a comprehensive overview of the Legoland Florida park and it’s projected impact on our area. Here are some bullet points from this morning’s meeting held at the Winter Haven Chamber of Commerce:
Legoland Florida
What we know right now …
About Lego:
15% of the toy market in Europe
3 % in U. S. and growing
4 million U.S. names in the Legoland database
About Merlin:
Second largest entertainment company in the world behind Disney
Operates 59 venues many of which have historic features
Only theme park company in the world that saw attendance grow in 2009
About the deal:
Merlin CEO Nick Varney visited the park for the first time in September of 2008.
There was 18 months of negotiation during which time there were several sites in Florida and other states under consideration. One large metro area offered $150 million in infrastructure improvements to win the deal and Merlin still chose Cypress Gardens/Polk
Two phases of improvements are expected. Phase I involves a $100 – 200 million investment to open Legoland Florida. Phase II could include a hotel, convention center and possibly an aquarium making it a Legoland Florida Resort
The Company is in the process of recruiting the General Manager for the Park
Construction should begin within 90 days.
The company likes to use local contractors as much as possible (The Chamber has offered to assist with a Vendor Fair)
Some international expertise will be used in the creation of the Lego models for the park
Polk County Tourist Development Council will invest $350,000 a year for 10 years for Merlin to market the park.
The level of wages for a number of the jobs at the park will exceed 115% of Polk’s average wage qualifying the company for the Bonus Incentive Program and $150,000 a year for 10 years.
What’s in it for Polk and Winter Haven:
1000 jobs
1.5 – 2 million visitors per year
“In Park Spending” estimated at $86 to 90 million annually will produce $391,000 as the county’s share of sales tax revenue.
Assuming Phase I produces a park value of $200 million, that would produce $1.4 million annually in ad valorem taxes
Estimated annual economic impact is projected near $500 million
The agreement features a number of reciprocal partnerships with Polk County Tourism and Sports Marketing that will find the park:
investing $35,000 in sponsorships at the Lake Myrtle Complex and as an MVP sponsor
supplying character appearances at events
allowing a number of opening ceremonies/facility use and comp tickets
partnering with billboard and print co-op ads
allowing in park advertisements at other Legoland Parks
allowing a tourism kiosk at the park
a wholesale agreement for ticket sales at Outpost 27 and Lake Myrtle Complex
The Tourist Development Council unanimously approved the Legoland Florida agreement.
Mark Jackson, Director of Polk County Tourism and Sports Marketing is to be congratulated as the point person for putting the agreement together working with Land South and Merlin Entertainments.
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.
Downtown Winter Haven sparkles with new pavers, lighting and landscaping, a beautiful new library , a variety of great restaurants and a growing number of special shops. But quiet and little-noticed is an emerging technology sector anchored by a unique fiber optic crossroads and the USF Polytechnic technology accelerator.
The primary driver of this tech hub is two large telecommunications buildings formerly owned by Verizon/GTE and now owned and being developed by the Six Ten Corporation. The two buildings are hardened and carrier grade and have become the anchors for what is now known as the Inland Fiber and Data Park — a four-block area offering safe data storage and emergency back up facilities to both government and corporate clients from throughout Florida and both national and international interests.
There is currently 300,000 square feet of space serving 26 companies with approximately 230 employees. Six Ten is proposing to add another 50,000 square feet of new space by 2012 effectively doubling the number of companies to 50 and employment to 500. These high technology jobs are projected to average wages of $43,000 – $69,000.
Currently there are eight fiber optic providers located downtown. They include: Level 3, Verizon, Nuvox, Time Warner Telecom, FPL Fibernet, BrightHouse and Sprint. That number is expected to grow to twelve by 2012.
Tenants include medical, business service and support, software developers, data centers anddisaster recovery, technology, educational institutions and State and Federal Government. Another key partner in the development of this technology park is Elephant Outlook Information Services providing secure email management and compliance.
Key to this emerging sector is the synergy derived from public/private partnerships. Six Ten Corporation and Elephant Outlook are partnering with the resources of the City of Winter Haven, Central Florida Development Council, East Polk Committee of 100 and USF Polytechnic to maximize the position of Polk County and Winter Haven in this highly desirable area of economic development.
High wage and high potential in the heart of downtown. The future looks bright.
This Chamber and this blog have made no secret of our support for the planned CSX Integrated Logistics Center (ILC). This intermodal facility and the anticipated business park that will surround it have the potential to be a positive economic engine that is sorely needed in not only Winter Haven but Central Florida. Having visited Alliance, Texas in May of 2008, area business leaders and elected officials have witnessed firsthand the type of facility that can be created and the type of business and economic development that can follow.
We were fortunate to talk briefly with CSX Director of Media Relations Gary Sease this morning about the potential of this week’s legislative approval of a comprehensive railway plan for Florida. We asked what initial steps would take place. Sease noted, “This week’s vote puts two processes into motion. First, the Florida Department of Transportation and stakeholders will begin discussions regarding SunRail and the 61 miles of infrastructure upgrades that will be necessary to accommodate that commuter rail system. Timelines will be developed and implemented and, overtime CSX will relocate its Orlando intermodal and automotive operations to the Winter Haven ILC.” He indicated this planning will begin within weeks. Once a SunRail timeline is developed a plan for the Haven intermodal facility will be created that meshes with the commuter rail timeline.
Then CSX subsidiary Evansville Western Railway will begin construction of the ILC which is estimated to require approximately a year. The first order of business will be the construction of an entrance roadway from Highway 60 into the 318 acre intermodal site. In an economy beaten down by the closing of Cypress Gardens and tourism in general as well as lingering lethargy in the real estate market and local job losses, the Evansville Western project is a welcome opportunity to further diversify the area economy. It should be noted too, that recently City and Chamber officials toured the Port of Tampa with a large contingent from Lakeland. During the tour the guide noted a large area of the port that is planned for the expansion of handling containerized goods that will travel through the Panama Canal when its widening is completed in 2014. Much of that containerized consumer goods will potentially find its way to the Winter Haven ILC.
Sease was complimentary of Winter Haven City officials, Chamber representatives and others for their support and advocacy. He also pledged that CSX is committed to continuing their good corporate citizenship which has meant so much to so many area organizations. One example – last year CSX organized more than 150 volunteers to install new playground equipment, a running track, benches and other needs at Eloise Elementary. They also support safety oriented outreach such as the Red Cross. United Way of Central Florida is also among their beneficiaries. Tori Kaplan, CSX Director of Corporate Citizenship, also mentioned a new company initiative called “Trees for Tracks.” The company plans to work with communities to plant a tree for every mile of track they operate – more than 21,000 trees will be planted.
Sease closed our conversation noting that Florida took a major step forward in creating a comprehensive rail plan that addressed Orlando’s SunRail, South Florida’s Tri-Rail as well as high speed rail (particularly the Tampa-Orlando link). He added, “It’s time to put past difficulties aside and work together to address challenges and opportunities we will inevitably face in the future including job creation and economic stimulus while developing commuter, passenger and freight rail service that can make Florida a national leader.”
Earlier in 2009, the Winter Haven Chamber joined with other Chambers from throughout Polk and approached Polk Public School administration regarding matters of concern from area contractors. Many believed the bidding process needed to give more consideration to businesses based in Polk and ensure that the process was free from favoritism. This blog detailed the immediate positive response from PCSB administrators and a subsequent meeting with Assistant Superintendent for Facilities/Operations Fred Murphy who pledged to work toward a process that was “fair, equitable and transparent.” Meeting December 8 in Bartow, School Board members for Polk Public Schools unanimously approved a “State and Local Proximity” policy that will provide point consideration for architects, contractors and others doing business in and around Polk. The opening text of the policy follows …
STATE AND LOCAL PROXIMITY POINT SYSTEM
As a steward of public funds, the School Board of Polk County, Florida recognizes its obligation and opportunity to participate in and promote the economy of Polk County and the State of Florida, while fostering full and open competition in the acquisition of services related to construction projects. The “Facilities and Operations Professional Services Selection” (hereinafter “FOPSS”) process does not contemplate the award of contracts based solely on cost, and the School Board has determined that it is appropriate to assign certain preferences based on the proximity of contractors, architects, engineers, or other persons or firms (hereinafter “business entities”) to the Polk County School District’ Building Programs. Toward these ends, the School Board has implemented, as a part of the “FOPSS” process, a system for awarding certain evaluation points to business entities, based on proximity to Polk County. Read the full policy here.
The new policy is a great step forward in consideration for Polk companies and the jobs they create. The process was a good example of the School Board, Administration and Polk Chambers working together in the best interests of the Polk business community .
Marine Supply, The Boating Center moved it’s Sales Office to 1491 3rd Street S.W. (U. S. 17 location across from the former Cypress Lincoln Mercury Dealership). The new location offers a much larger area to display more customer consignment boats. Future plans are to open a tackle store at this location as well. Currently the site will be used to display new and preowned boats and engines.
The University of South Florida Polytechnic’s Blue Sky business incubation program is now accepting applications for space in its two facilities — a business accelerator, Blue Sky East in Winter Haven, and an entry-level incubator, Blue Sky West in Lakeland. Winter Haven’s Blue Sky East will be located in the former Verizon building amid an already emerging technology hub. The Six Ten Corporation was instrumental in working with USF Poly on Blue Sky East.
“We want a diverse group of entrepreneurs with the potential to create a significant economic impact in central Florida,” says Marshall Goodman, VP and CEO of USF Polytechnic. “These facilities provide opportunities for a wide range of enterprises. Some will be raw start-ups, and some will be more advanced. Regardless of the stage, Blue Sky represents an opportunity to thrive.”
Applicants must be for-profit technology corporations, with proprietary technologies preferred. Applicants can be a start-up company, an existing small business in a growth phase, an existing business launching a new business project, or an international business looking for a soft-landing site.
The Blue Sky facilities are the first public business technology incubators in Polk County. They will focus on attracting and nurturing entrepreneurial businesses by creating a place where USF Poly faculty, staff and students can work with businesses to develop innovative technology. Incubated companies will benefit from the proximity to and resources of a national research university as well as the assets of economic development networks.
The application is available at here. Applicants must be for-profit technology corporations. Preference will be shown for proprietary technologies. Applicants can be start-ups, existing small businesses looking to grow, an existing business that is launching a new project, or an international business looking for site in the U.S. that plans to hire locally and pay local taxes.
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