POLK COUNTY, FL (Feb. 24, 2010) – The excitement is building since the announcement of LEGOLAND® Florida in January, and now future guests and job seekers can follow the progress of the family theme park at www.LEGOLANDFloridaResort.com. The website includes a press page with photos and video of LEGOLAND® California, a link to all available job opportunities with Merlin Entertainments and a link to LEGOLAND® California Resort.
Due to the strong interest from contractors, a separate email has been set up for those wishing to introduce their company and offer their services to Merlin Entertainments. All those inquiries should be addressed to LLFContractors@LEGOLAND.com.
LEGOLAND Florida opens at the end of 2011 and will be the biggest LEGOLAND Park to ever open offering a unique mix of more than 50 rides, shows and attractions, including spectacular LEGO® models. The Florida development will be Merlin Entertainment’s second LEGOLAND Park in North America and will play an important role in the group’s continued growth in the U.S. Providing a full-day, year round, theme park experience geared towards families with children between the ages of two and 12, LEGOLAND Florida will mirror the successful concept of the four existing LEGOLAND Parks in Denmark, Germany, UK and California. However, as with the other four, it will also have its own unique “twist” reflecting its stunning location and adding a Florida flavor.
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.
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.)
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POLK COUNTY, FL (Feb. 24, 2010) – The excitement is building since the announcement of LEGOLAND® Florida in January, and now future guests and job seekers can follow the progress of the family theme park at www.LEGOLANDFloridaResort.com. The website includes a press page with photos and video of LEGOLAND® California, a link to all available job opportunities with Merlin Entertainments and a link to LEGOLAND® California Resort.
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