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.
This is great. As a small business owner I am very excited about what is happening in Winter Haven.I also hope to see a lot more ribbon cuttings in that area.
Do you think they will use the Cypress Gardens name in any part of the park?
Special thanks to all who had or have a part in this new venture.
Mark Jackson and his team should be congratulated for a job well done. Winter Haven , the county and the State of Florida is much better off. Way to go Mark
Legoland’s entry into our community certainly has great potential for being a winning proposition for Polk County, and specifically, the City of Winter Haven. Mark Jackson, and those that enticed Legoland to this community, deserve our appreciation and congratulations. Thank you for the outstanding effort: bringing compatible economic development to Cypress Gardens and preserving its rich botanical value and historical significance.
Howard King
I feel sure that Dick and Julie Pope are heaving a sigh of relief to see their beloved “swamp” saved. And so should the residents of Winter Haven!
Wow! What a great outcome for our community after so much uncertainty surrounding the Cypress Gardens property. Congratulations to all those who helped make this happen. I can’t wait for the grand opening!
This is awesome news for our community! I can’t wait to see what Merlin Entertainment does with Legoland Florida. Thanks to the great vision of Mark Jackson, Rick Dantzler and all involved parties, we will no longer be able to harbor a myopic view of tourism in Polk County.
I have no doubt that Mr. Pope would have heartily endorsed this endeavor (I can still see him in his loud pants).
Here’s to Winter Haven becoming a WORLD-CLASS resort destination!
Doesn’t the decision on where to place the bullet train stop in Polk County also ned to include the fact that Winter Haven will become a more desirable tourist destination than Lakeland? I think it really needs to be placed on the eastern intersection of I-4 and the Polk Parkway…it is the only fair way to do it.
Also, excited about the prospects of a resort hotel and aquarium!
Mark Jackson and everyone who assisted him should get a round of applause from our entire community!!
I hope everyone has gone online to check out LEGOLAND California, and the other Merlin Entertainment parks. I think we got a big deal here…
You guys Rock…
Congrats to the Winter Haven area! Although I personally am sad about Cypress Gardens, hopefully they can incorporate some of old Cypress Gardens into Legoland(legos waterskiing?) Legoland in CA is a great amusement park for families with young kids. It is quite different than your typical wait in line park, with more hands on activities. I can’t wait to visit!
We, at Mine & Mill Supply Company, welcome Legoland to our Polk community. This venture is a much needed shot in the arm for our economy and we look forward to working with, and providing supplies for, the development of this wonderful attraction. And, by the way, my grandson is tremendously ecstatic and can’t wait for the grand opening. We wish them the very best.
We, at Iamsterdam Panini Cafe, welcome Merlin entertainment, we look forward in making the best sandwiches winter haven has to offer!..always the best ingredients always fresh.
We wish Lego land many visitors