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.
Winter Haven welcomes you Mr. Jakobsen!
Sounds like we are dealing with a firm and CEO that have a vision and plan to succeed. How exciting it is for Winter Haven to be included within Merlin’s worldwide expansion plans! From the video on this blog it is easy to see why the existing Cypress Gardens Park can be transformed into a bright, fresh and thriving Legoland. This should put Winter Haven back on the map and in the guidebooks and spur economic development opportunities for our city. We, in Winter Haven, need to be planning to be sure Winter Haven is ready. Its going to happen. Hurray!!!!
Wondering if the City of Winter Haven would consider painting over the Indian logo on the water tower near Chain of Lakes Stadium. They could replace it with a Lego Man instead.