As part of its aggressive US expansion, Merlin Entertainments plans to build a third Legoland Discovery Center (LDC) in North America.
The $12 million attraction will open in spring 2012 at Phipps Plaza shopping mall in Atlanta, Georgia. Merlin’s partner on the project will be the Simon Property Group, with which it is also building a Sea Life aquarium in Kansas City.
“It is true that we have looked at a number of sites not just for this project, but also for some of our other attractions,” reveals Glenn Earlam, Merlin’s managing director of “Midway” attractions. “I believe that Phipps Plaza, which is already a popular destination for family visitors, is exactly the right location. Our experience has shown that bringing together an exciting mix of retail, catering and quality leisure attractions like LDC creates a whole new element to a family shopping day, delivering significant incremental business to both the mall and to the area as a whole.”
Designed as a fun, interactive and educational two to three-hour indoor experience, each LDC Outlet is pitched at families with children 3 to 10-years-old. Typical attractions include a 4D cinema, Lego rides, Lego master classes, party rooms and a MIniland exhibit designed to reflect local landmarks.
Merlin currently has nine other attractions in the USA including Legoland California and Legoland Water Park, Legoland Discovery Center in Chicago, four Madame Tussauds wax museums and three Sea Life aquariums. Three new attractions are scheduled to open in the USA in 2011 including Legoland Florida and a Sea Life/Legoland Discovery Center cluster in Texas.