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Legoland Discovery Centre for Canada

Fri May 25, 2012 6:43 am

After browsing my Twitter feed this morning, Screamscape have posted the following:

Merlin Entertainment has announced plans to build their first Legoland Discovery Center in Canada. It will open in Spring 2013 at Vaughan Mills in the Toronto area.


Screamscape provided a link to a larger article regarding the new attraction as well:

Merlin Entertainments Announces Plans for First Attraction in Canada
$12 Million Legoland Discovery Centre to Open in Toronto's Vaughan Mills

TORONTO, May 24, 2012 /CNW/ - Global leisure giant Merlin Entertainments (Merlin), the world's second biggest visitor attraction operator, announced today plans to build the company's first ever attraction in Canada - a $12M LEGOLAND Discovery Centre (LDC).  It will open in spring 2013 at Vaughan Mills, one of the Greater Toronto Area's (GTA) premier shopping and entertainment destinations, owned and operated by Ivanhoé Cambridge.

Merlin's newest attraction concept, the unique LEGOLAND Discovery Centre will offer a fun, highly interactive and educational two to three-hour indoor experience specifically designed for families with children 3-10 years old.  Based on the ever popular LEGO brick, LEGOLAND Discovery Centres provide a range of play areas including a 4D cinema; a brick pool, master classes from the LEGO Master Model Builder; exciting LEGO rides; special party rooms for birthdays and other celebrations. Also included will be the popular MINILAND exhibit, found in every LDC and LEGOLAND Resort Theme Park.  Each one is different however and designed to reflect the iconic buildings and skyline of each individual attraction's location featuring buildings nominated by the local community.

This new attraction at Vaughan Mills underlines Merlin's aggressive global growth plan, spearheaded by significant development in key cities throughout North America.  Canada will be the 21st country in which Merlin has attractions.  In 2012 alone, the company will open 6 new attractions, including 4 in the USA; as well as continuing to invest in new experiences and improved customer service across its existing portfolio of 90 attractions.

Glenn Earlam, Managing Director of Merlin's Midway Attractions Operating Group, which includes the LDCs, comments "The LEGOLAND Discovery Centre concept is already successful in both Europe and the USA, and I know people will love it here in Canada, which is a very important development market for Merlin.  We are absolutely delighted to be opening our first attraction here, and believe that Toronto, and particularly the City of Vaughan, which is already a popular destination for family visitors, just 32 kilometres north of Downtown Toronto, is exactly the right location for us.  More than that, 5.4 million consumers reside in the Trade Area of this new attraction; of which a high proportion are families with young children.  Our experience has  shown that bringing together an exciting mix of retail, dining, and quality leisure attractions like the LDC, creates a whole new element to a family shopping day, delivering significant incremental business to both the shopping centre, and to the area as a whole.  Such projects play an important part in Merlin's future growth strategy for our 'midway' or indoor City Centre attractions."

Earlam remarks "I would also like to take this opportunity to thank both Ivanhoé Cambridge, with whom I hope we develop a long and close working relationship for the future, and the City of Vaughan including Mayor Maurizio Bevilacqua, for their support.  The enthusiasm with which we have been welcomed was a key factor in selecting our location. Our plan is to start work on the premises later this summer, as we anticipate a spring 2013 opening.  In fact, this is just the beginning of Merlin's introduction into Canada, and we have already identified two other potential new sites."

Merlin currently has 14 attractions in North America including LEGOLAND Discovery Centres in Chicago,  Dallas/Fort Worth; Atlanta Georgia and Kansas City, Missouri; the stunning LEGOLAND Florida theme park, which opened in October last year; LEGOLAND California theme park, with its exciting Water Park, and SEA LIFE aquarium (a hotel will also open in 2013); Madame Tussauds attractions in New York, Washington DC, Las Vegas and Hollywood; and SEA LIFE aquariums in Phoenix, Arizona; Dallas/Fort Worth and the Mall of America in Minneapolis, underlining the company's position as the world's biggest global aquarium operator.  2 more Merlin attractions are also scheduled to open in the USA in 2012 - a SEA LIFE in Kansas City, Missouri and a Water Park in LEGOLAND Florida.

"As a leading owner and manager of shopping centres across Canada, Ivanhoé Cambridge continually strives to provide best-in-class experiences for consumers in all its properties." declared George Fiddler, Senior Vice President, Retail, Central North America.

"The decision by Merlin Entertainments to build a LEGOLAND Discovery Centre at Vaughan Mills, already one of GTA's premier shopping and entertainment destinations, reinforces the centre's reputation as a distinct tourist attraction," declared Stephen Gascoine, General Manager, Vaughan Mills. "Vaughan Mills is thrilled to partner with Merlin Entertainments and welcomes this exciting new attraction to our growing list of entertainment, dining, outlet and fashion retailers."

Construction for the approximate 34,000 square foot site is expected to begin in summer 2012.  LEGO models for this Vaughan Mills location will be made in Merlin's specialist studios around the world and shipped in during the construction phase.

"The LEGOLAND Discovery Centre will be a wonderful addition to all the great tourism attractions in Ontario," said Minister of Tourism, Culture and Sport Michael Chan.  "Ontario is a premier global travel destination and now visitors - as well as parents and children from our province - have one more great reason to visit. This is a great entertainment venue that will generate jobs and growth."

Ontario is North America's premier destination for foreign direct investment with highly competitive corporate tax rates and business costs; educated workforce; and efficient infrastructure. The province is also the largest travel destination in Canada, with over 139 million people within a day's drive of southern Ontario.

"This is great news for the City of Vaughan," said Mayor Maurizio Bevilacqua. "It has been a pleasure working with Merlin Entertainments Group to make the LEGOLAND Discovery Centre project a reality.  As a city, we are very proud that we were chosen as the best city to host this very impressive and world class entertainment venue.  I welcome Merlin Entertainments and this great attraction to our dynamic and vibrant community ."

City of Vaughan, Ward 4 Councillor Sandra Yeung Racco echoed his comments.  "I am very happy to hear that Merlin Entertainments Group has chosen Vaughan Mills, in the heart of the City of Vaughan, as the location for its first attraction in all of Canada - a LEGOLAND Discovery Centre.  LEGOLAND Discovery Centre is a wonderful family venue, and I have no doubt it will prove to be a great tourist attraction for the city and for Vaughan Mills. I have been a long time proponent of developing tourism infrastructure as part of our economic development strategy in order to bring both full-time employment and investment to the City of Vaughan, and the LEGOLAND Discovery Centre will be a great addition to the tourism landscape of Vaughan."


The Toronto Star also posted an article about Merlin's new development:

Canada’s first Legoland Discovery Centre will open next spring at the Vaughan Mills shopping centre.

Leisure giant Merlin Entertainments announced Thursday the $12-million centre will be its first foray into Canada. Construction on the 34,000-square-foot site will begin this summer.

The indoor mini-amusement park will feature Lego rides, classes from a Lego master model builder and a 4D cinema where action is accompanied by wind, rain, lightning and snow. Kids will be able to play with — and parents buy — the blocks and accessories.

A “miniland exhibit” will feature landmark buildings from across the GTA and Ontario. A contest will be held in the fall to find a local master builder to design the exhibit.

The Lego models for Vaughan Mills will be made in Merlin studios around the world and shipped to the mall north of Toronto during construction.

The centre is aimed at families with children aged 3 to 10. (Adults should be accompanied by kids to get in.)

The addition is important to Vaughan Mills because it will “add to our entertainment offering, broaden our tourism draw and ultimately enhance the family experience,” said mall marketing director Jamie MacLean.

Similar centres have been successful in Europe and the U.S., said Glenn Earlam, managing director of Merlin’s midway attractions operating group. “I know people will love it here in Canada.”

Vaughan Mills was an ideal location for the British-based company’s first attraction in Canada because the mall is popular with visitors and close to downtown Toronto, 32 kilometres away. Also, many families with young children live in the area.

It will be a great addition to the province’s attractions, said Tourism Minister Michael Chan. “This is a great entertainment venue that will generate jobs and growth.”

Indoor attractions are a key part of Merlin’s growth strategy. It has identified two other potential sites in Canada for Legoland Discovery Centres — shopping centres owned and operated by Ivanhoé Cambridge, which also owns Vaughan Mills.

There are currently seven Legoland Discovery Centres worldwide, in the United States, Germany and England.


So what does everyone else think about this? Personally, I'd rather Merlin concentrate on their existing attractions rather than keep building aquariums, legoland attractions and observation towers.
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Re: Legoland Discovery Centre for Canada

Sun May 27, 2012 11:32 am

Yet more unnecessary purchases racking up more debts whilst their other attractions suffer.  :x
*Honest Cint!*

Re: Legoland Discovery Centre for Canada

Sun May 27, 2012 12:12 pm

Considering it is basically exactly the same attraction in multiple places, you would think that by now, Merlin would have developed a flat-pack Legoland Discovery Centre - in a series of shipping containers - which they could then just mass-distribute across the world. :P
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Re: Legoland Discovery Centre for Canada

Sun May 27, 2012 12:29 pm

If it brings home the bacon, I don't have a problem with it.  There will reach a point where the smaller flatpack attractions essentially pay for the stuff in the bigger ones.
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Re: Legoland Discovery Centre for Canada

Sun May 27, 2012 2:06 pm

Spike wrote:
Yet more unnecessary purchases racking up more debts whilst their other attractions suffer.  :x

To be fair, if the outlay is only £12m, that adds less than 1% to the total Merlin debt. The income generated is going to be tens times more. It's an quick and easy buck for Merlin, from which other attractions will eventually benefit.

Plus, Alton Towers, Thorpe etc are seeing investment on a monetary scale, never before seen. Both getting £20million coasters within a couple of years of each other. Hardly getting the brunt end of the deal are they! The problem lies in Merlins creativity, not financial and expansion plans.
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Re: Legoland Discovery Centre for Canada

Sun May 27, 2012 9:48 pm

LDC in Manchester is so rubbish.
Last edited by Sam on Sun May 27, 2012 9:54 pm, edited 1 time in total.

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