The Orlando Sentinel reports that Legoland Florida will open in 2011. The site of Legoland Florida will be the old Cypress Gardens Park in Winter Haven, Florida, a 40-mile drive from Florida’s premiere theme park, Walt Disney World. Cypress Gardens closed several months ago after years of changing hands. Legoland Florida, like its California cousin, would be geared toward toddlers to pre-teens. With so many attractions in Central Florida, is Legoland Florida destined for failure?
Having been to Florida twice in recent years for a vacation to Disney World, I don’t see a future for Legoland Florida. I see it more of an attraction mainly for Florida residents and those of neighboring states. To stay a week at Disney World can easily cost $3,500 if you are staying on site. If you are going to spend that kind of money, you aren’t going to hop into your car and drive 40 miles out of your way to see a bunch of Legos. If you want to see some nifty Lego sculptures, just head to Downtown Disney and hang out around the Lego Store there. In the two times I’ve gone to Disney World, I’ve not visited other closer attractions, mainly due to cost.
Disney travelers who take advantage of the resort’s Magical Express Service would likely not have a rental car to make such a trip. If Legoland Florida is hoping to cash in on Disney vacationers, they should take the distance factor into consideration.
Legoland Florida’s target audience will be children aged two to twelve. This is an extremely narrow audience and other than attracting Lego enthusiasts, it is a serious negative for the park. Considering that Disney World would offer far more rides for the pre-teen and teenage sets, parents would choose Disney over Legoland because of the variety of rides. No one wants to be kept standing all day, too big to ride the attractions.
Admission cost to Legoland Florida may also be a deterrent to success
The admission cost to Legoland Florida may be a turn off to some consumers. Given that a one-day ticket to Walt Disney World is about $80 and a one-day ticket to Legoland in California costs $67, there is not much of a price difference if Legoland Florida were to price similarly to its park in California. Considering that Walt Disney World offers infinitely more by way of entertainment, I don’t see Legoland Florida being able to compete with Disney.
Will Legoland Florida turn out to be a smashing success? Time will tell. But for now, I’m predicting that the park will not be able to compete with Disney unless they creatively market the park, complete with rock bottom prices on tickets.
Sources:
Legoland Florida Theme Park Opening in 2011 Legoland.com
