How Merlin Took a Lesson from Disney and Spread the Legoland Brand Around the World

[Travisma 1,317]

Interesting article about Disney plans that didn't occur.

 

September 14, 2015, 8:49 AM · In the early 1990s, Disney was strongly considering expanding its theme park empire into U.S. cities such as Chicago and New York with smaller parks, which were being referred to as "mini Magic Kingdoms" by insiders. For a variety of reasons, Disney never built one of the mini-parks, and the company moved instead to keep building full-sized parks in other countries, such as Disneyland Paris.

So what's this have to do with today? Presently, Merlin Entertainment's Legoland brand is expanding rapidly by taking Disney's old idea and running with it. The company has opened nearly a dozen of its smaller Legoland Discovery Centers in less than a decade, with many more in the works. These Discovery Centers often include a dark ride, a 4D movie, several smaller rides, and interactive building areas. It's actually brilliant for a smaller chain of theme parks, as it becomes a great ambassador for its full-sized parks, encouraging visitors to consider a day at those parks on their next vacation, in addition to (or instead of) visiting a competing park. I'm wondering if any other company will see Merlin's success and get on board.

 

The Legoland Discovery Centers are generally reviewed very favorably. The only real complaint anyone has is that they're just so crowded, with the occasional gripe about expense — which are usually the two best problems for a theme park company to have. A big park chain could take this business model and turn these mini-parks into giant, profitable commercials for the real deal.

So what could have made Disney put the brakes on this idea all those years ago? Perhaps they were afraid it would cheapen their Disney resort experience? Maybe they didn't think they would be as big of a draw as these Discovery Centers seem to be? Local politicians could have seen it as an opportunity to try and overtax the giant corporation, which turned them off. Which leads us to think of what could have been.

Picture, if you will, in your nearest city, a structure similar in size to the Legoland Discovery Centers, with a large set of mouse ears as a beacon into a Disney Experience. People go in, experience a unique movie, a dark ride of some sorts that's really just pushing the parks on people, interactive games, and smaller rides, and families leaving at the end of the day with their kids asking "When can we go to Disney World?" It's possible, if done correctly.

You could design your own mouse ears, play interactive games about the parks themselves, and meet a character or two, Perhaps the dark ride could have been some sort of journey through the magic of Disney and its franchises. Soarin' was just a big love letter to California — why not make a ride based on those same principles to showcase how great the parks are?

With the Legoland Discovery Centers being built seemingly monthly, perhaps it's time to revisit the idea. The naysayers would say that one of the things that makes Disney the number-one theme park destination in the world is that you are immersed in a fantasy world, and that something like this could never have the same effect on somebody. Well I don't think it should try, rather I would say that it should only mystify the park experience that much more.

It should be a day trip leaving people pining for the full experience, yet still satisfied. Those of us who have gone will only think about it that much more fondly, and those of us that haven't would be dying to go. Sure, it could cheapen the experience if not done with enough care, but you'd have to have faith in the Big Mouse to make sure it was an amazing day experience leaving people hungry for more. With Internet sales, we are seeing malls go the way of the dinosaur. Perhaps now is the time to consider pulling some Disney Stores in favor of a day experience to really capture people's imaginations.

Most people with families can afford one big vacation a year, maybe two if they're lucky. Those same families make several day trips throughout the year, turning a Saturday into a family fun day. An outpost for your favorite theme parks could be a very profitable business, and serve as a showcase. Merlin seems to have figured that out. Legoland Discovery Centers have hit on a great business model. Will anyone else follow?

[Tri-Circle-D 2,059]

I have never heard of a LEGOLAND Discovery Center.

 

This article doesn't tell me how many there are, or whether or not they have been around long enough to be successful.

 

I disagree that it would be a good idea for Disney to do something similar.  How much would that cost, and how much could they realistically make doing it?

 

TCD

[Travisma 1,317]

I have never heard of a LEGOLAND Discovery Center.

 

This article doesn't tell me how many there are, or whether or not they have been around long enough to be successful.

 

I disagree that it would be a good idea for Disney to do something similar.  How much would that cost, and how much could they realistically make doing it?

 

TCD

There are 11 around the world, most are in the U.S. Not sure of exact dates, but some have been around for a while and have gotten good reviews.

According to the article Disney didn't think it was a good idea at the time. But in the beginning the MK was just a one or two day deal.

[ftwildernessguy 778]

One of the Disney attractions was planned for Philadelphia. The land was purchased and cleared, but remained a hole in the ground and undeveloped for years. If you want to see what these were going to be like, look at Disney Quest. They were going to be clones.

[Tri-Circle-D 2,059]

One of the Disney attractions was planned for Philadelphia. The land was purchased and cleared, but remained a hole in the ground and undeveloped for years. If you want to see what these were going to be like, look at Disney Quest. They were going to be clones.

 

Right, and there soon will be no more Disney Quests.

 

The author of this article is nuts:

 

Picture, if you will, in your nearest city, a structure similar in size to the Legoland Discovery Centers, with a large set of mouse ears as a beacon into a Disney Experience. People go in, experience a unique movie, a dark ride of some sorts that's really just pushing the parks on people, interactive games, and smaller rides, and families leaving at the end of the day with their kids asking "When can we go to Disney World?" It's possible, if done correctly.

You could design your own mouse ears, play interactive games about the parks themselves, and meet a character or two, Perhaps the dark ride could have been some sort of journey through the magic of Disney and its franchises. Soarin' was just a big love letter to California — why not make a ride based on those same principles to showcase how great the parks are?

 

So, Disney should build these freestanding places and include attractions on the level of Soarin'?  Great idea.  But, what happens after everyone rides Soarin'?  And how much can you charge for that?  And does this author have any idea how much space a ride like Soarin' takes up, or how much it would cost to build and maintain?

 

Except for the part about meeting characters and the dark ride, the rest of the description sounds like Disney Quest.  Or a fancier version of a Chuck E. Cheese.

 

Not going to happen.

 

TCD

[alexwyattmommy 181]

Why would they bother?  Isn't Disney raking in the dough already at their parks?

[BradyBzLyn...Mo 2,023]

Picture, if you will...

 

I just read that and thought...