The "Legoland" Effect

[steve2wdw]

There's a great article in The Motley Fool about the tourism patterns that may take affect in central Florida within the next few years. While Disney has been planning for the WWoHP at IoA, (countering with the Fantasyland expansion at MK), the Legoland announcement was sure to have caught management offguard. Sure, the FL expansion is sure to help sway some of the masses to stay on Disney property, but now that there are two huge new attractions opening off-Disney, the masses might actually start altering their weeklong stays at Disney and opt for more time off property. Not only would this change attendance at the parks, but will probably change occupancy at Disney owned hotels. Now that Sea World, Universal AND Legoland have some common ownership, you can be sure that their own hotel properties are going to be a bigger part of the mix...and that's really going to hit Mickey's bottom line. Now to be sure, the swing in attendance is not going to be enough to stomp the mouse out of business (IMO, the only thing that can do that is a rising ocean caused by global warming), but this could put a serious dent in the business plan of TDO and the WDC in general. My guess is that we're going to end up seeing some plans that have been put on the backburner, brought quickly back to life (a new version of Beastly Kingdom at AK, maybe new pavillions and countries at Epcot, as well as that Monsters Inc coaster at DHS). As both Legoland and WWoHP are going to be up and running at full tilt for the summer of 2012, Disney is going to have to get off its "you know what" to counter any of these huge additions to the Orlando area. I'm guessing that we're going to hear some announcements soon. It's my hope that this new developement in central Florida will signal a new golden age of Imagineering in Florida. What are your thoughts?

 

[WDW Vacationer]

Although they do not compete directly,I can see something happening with this. Definately not BK,maybe an attraction(MIC).

 

[xtina72]

I will be the first to say I CANT WAIT! lol My kids LOVE LOOOOVE the Legoland store and it is always a highlight for them....they are beyond excited about a legoland in Fla....I will certainly be walking through those gates.

A little competition is always great for Disney either it being Seaworld, Universal or maybe even Legoland, it makes them step it up, and in my opinion they need some stepping up...maybe it will even make them reconsider changing the new Fantasyland a little... not just make it a big meet and greet.

 

[GeneralKnowledge]

I don't know if this will really be a wake up call for Disney, but they sure do need a swift kick in the pants!

 

[PBarton]

Will that mean the closing of the Lego Store at Downtown??

 

[WDW Vacationer]

Will that mean the closing of the Lego Store at Downtown??

Probably not. There is a Lego Store in DL,with a LegoLand in Cali. too.

Also,Disney will nit make them leave because they do not want more empty buildings at DtD,and Lego won't pull out as long as money is coming.

 

[jt04]

Probably not. There is a Lego Store in DL,with a LegoLand in Cali. too.

Also,Disney will nit make them leave because they do not want more empty buildings at DtD,and Lego won't pull out as long as money is coming.

Interesting opinion. The Lego store will serve to remind people of Legoland. Something Disney will not want. Legoland will be partly owned and operated by Blackstone/Merlin. Which is also true of Uni/SW/Busch. So the Lego folks would likely feel more at home with those resorts and therefore may decide to pull up stakes at DTD and relocate. Since Disney would rather not have a Lego store on property in my opinion and Lego would probably be happier somewhere else, I can't imagine it will stay.

Besides that location would be perfect for a Muppets Whatnot Workshop.

 

[WDW Vacationer]

Interesting opinion. The Lego store will serve to remind people of Legoland. Something Disney will not want. Legoland will be partly owned and operated by Blackstone/Merlin. Which is also true of Uni/SW/Busch. So the Lego folks would likely feel more at home with those resorts and therefore may decide to pull up stakes at DTD and relocate. Since Disney would rather not have a Lego store on property in my opinion and Lego would probably be happier somewhere else, I can't imagine it will stay.

Besides that location would be perfect for a Muppets Whatnot Workshop.

JT,I'm not going through this again.

Also,construction for a WhatNot shop has started at DHS.:wave:

 

[Exprcoofto]

Maybe they will blow us away at the next D23 Expo, though I am highly doubting it. What would be nice is to see them announce a major overhaul for Imagination, a BK reincarnation, and the MI coaster. Then of course, continue refurbing the classics at MK (HM level refurb, not a space mtn level refurb :lol.

 

[DisneyParksFan1]

I think they should refurb every single classic, and they should open a few new rides here and there. And I hope they continue to announce new things, WDW needs a wake up call. So keep the competition coming!

 

[krankenstein]

Interesting opinion. The Lego store will serve to remind people of Legoland. Something Disney will not want. Legoland will be partly owned and operated by Blackstone/Merlin. Which is also true of Uni/SW/Busch. So the Lego folks would likely feel more at home with those resorts and therefore may decide to pull up stakes at DTD and relocate. Since Disney would rather not have a Lego store on property in my opinion and Lego would probably be happier somewhere else, I can't imagine it will stay.

Besides that location would be perfect for a Muppets Whatnot Workshop.

I guess Disney will completely blow off that big deal they just signed with Legos too, huh?

 

[Laura]

I don't see how putting a Legoland an hour away from Disney World is a threat in the least. There's one an hour away from Disneyland right now, and they have nothing to do with each other.

Legoland is full of cheesy, low-budget attractions for little kids. Don't get me wrong, it's paradise for your average 6 year old and it makes for a good diversion, but beyond that, what Disney has to offer is in another league altogether. The biggest attractions they have here are Test Track (a short little Wild Mouse coaster) and Lost Kingdom Adventure (a laser shooting ride that is about 1/20th the scope and scale of Buzz Lightyear). Legoland is mostly comprised of big old playgrounds, kiddie coasters, and carnival rides.

 

[Oddysey]

Maybe it is just me, but being a local I dont see Legoland really being direct competition to Disney because of its location. I am real estate appraiser and my office is located about 3 miles from the Legoland site and the location is not great when compared to the Orlando locations. The location limits the access from Interstate 4 and people are going to have to have a real reason to want to commute from Orlando to Winter Haven during their vacations.

I am excited about Legoland and hope that it will stimulate growth in the area. The growth would be fantastic for my business, but its location is suitable for more of a local community family park and it is really going to have to offer something different to get people to leave Orlando for it.

 

[cdunbar]

I don't see how putting a Legoland an hour away from Disney World is a threat in the least. There's one an hour away from Disneyland right now, and they have nothing to do with each other.

Legoland is full of cheesy, low-budget attractions for little kids. Don't get me wrong, it's paradise for your average 6 year old and it makes for a good diversion, but beyond that, what Disney has to offer is in another league altogether. The biggest attractions they have here are Test Track (a short little Wild Mouse coaster) and Lost Kingdom Adventure (a laser shooting ride that is about 1/20th the scope and scale of Buzz Lightyear). Legoland is mostly comprised of big old playgrounds, kiddie coasters, and carnival rides.

I agree with Laura. This will probably not affect WDW, I mean if anything people will extend their vacations here in FL to allow time to do Lego land. But what you have to understand is that right now especially here, I live about 15-20 min from where Lego Land will be, people are having a VERY hard time. Citrus, the mines, and the mouse are really the BIG employeers around here, so having another big organization that is willing to employ about 1,000 people is a big plus and not only that but this will bring people into my area to spend their money which is something we are in need of.

 

[jt04]

I don't see how putting a Legoland an hour away from Disney World is a threat in the least. There's one an hour away from Disneyland right now, and they have nothing to do with each other.

Legoland is full of cheesy, low-budget attractions for little kids. Don't get me wrong, it's paradise for your average 6 year old and it makes for a good diversion, but beyond that, what Disney has to offer is in another league altogether. The biggest attractions they have here are Test Track (a short little Wild Mouse coaster) and Lost Kingdom Adventure (a laser shooting ride that is about 1/20th the scope and scale of Buzz Lightyear). Legoland is mostly comprised of big old playgrounds, kiddie coasters, and carnival rides.

Maybe it is just me, but being a local I dont see Legoland really being direct competition to Disney because of its location. I am real estate appraiser and my office is located about 3 miles from the Legoland site and the location is not great when compared to the Orlando locations. The location limits the access from Interstate 4 and people are going to have to have a real reason to want to commute from Orlando to Winter Haven during their vacations.

I am excited about Legoland and hope that it will stimulate growth in the area. The growth would be fantastic for my business, but its location is suitable for more of a local community family park and it is really going to have to offer something different to get people to leave Orlando for it.

They are the fastest growing theme parks in terms of visitor growth in the world. This is the same debate we had over the FLE. It doesn't matter what most of us think about Legoland. It is what the 12 and under crowd think of it. Legolands provide the magic for that demographic in a way the castle parks used to. It's a huge threat and no manner of rationalizing will change that.

 

[EPCOT Explorer]

Interesting opinion. The Lego store will serve to remind people of Legoland. Something Disney will not want. Legoland will be partly owned and operated by Blackstone/Merlin. Which is also true of Uni/SW/Busch. So the Lego folks would likely feel more at home with those resorts and therefore may decide to pull up stakes at DTD and relocate. Since Disney would rather not have a Lego store on property in my opinion and Lego would probably be happier somewhere else, I can't imagine it will stay.

Besides that location would be perfect for a Muppets Whatnot Workshop.

I don't understand how you come by this when the same thing happens in DL. Lego Store exists there, in Disney, and there is a Legoland relatively close.

In this case, the Legoland is going to be farther away. :shrug:

 

[UltimateLaxBro]

Even more awkward: LEGO has picked up the Disney license, and is making Toy Story and Prince of Persia sets. :lookaroun

 

[Oddysey]

They are the fastest growing theme parks in terms of visitor growth in the world. This is the same debate we had over the FLE. It doesn't matter what most of us think about Legoland. It is what the 12 and under crowd think of it. Legolands provide the magic for that demographic in a way the castle parks used to. It's a huge threat and no manner of rationalizing will change that.

You have a good point, but what I am saying is that the location of the park does not support a large quanity of guest flow and people are not likely to leave the mouse or Uni to experience a Legoland that is not easy to get too. Its location in Winter Haven is not that easily accessible and there are not many hotels in the area for those who want to stay overnight.

My hopes are that it will be popular enough with the local community to influence needed growth, but its location between superior parks in Tampa and Orlando is not helpful nor competitive. Cypress Gardens before Legoland went through many changes over the years and nothing has worked. Legoland may be different as it should be superior to Cypress Gardens offerings, but it is not likely to be a threat enough to the mouse for Disney to initiate major upgrades throughout its parks.

 

[jt04]

I don't understand how you come by this when the same thing happens in DL. Lego Store exists there, in Disney, and there is a Legoland relatively close.

In this case, the Legoland is going to be farther away. :shrug:

Remember DL and WDW have entirely different business models. WDW is set up to keep people on property. Anything that threatens that is a problem.

But, maybe Disney will make an exception. We'll see. I'd be suprised that's all.

 

[DisneyChik17]

I don't think it will so much effect TWDC's bottom line, as it will effect HOW people vacation. Arriving on a Saturday instead of Sunday so that there is one extra day to stop by LegoLand and not cut your time at WDW short. More car rentals will occur, to suit the commute to Winter Haven. And I would think that people would rather stay one more night at a WDW Resort (for things like theme, service, and safety) than stay offsite at a Holiday Inn just off of I-4. As a Hospitality major, this will be interesting to watch happen, though.