So what's this have to do with today? Presently, Merlin Entertainment's Legoland brand is expanding rapidly by taking Disney's old idea and running with it. The company has opened nearly a dozen of its smaller Legoland Discovery Centers in less than a decade, with many more in the works. These Discovery Centers often include a dark ride, a 4D movie, several smaller rides, and interactive building areas. It's actually brilliant for a smaller chain of theme parks, as it becomes a great ambassador for its full-sized parks, encouraging visitors to consider a day at those parks on their next vacation, in addition to (or instead of) visiting a competing park. I'm wondering if any other company will see Merlin's success and get on board.
The Legoland Discovery Centers are generally reviewed very favorably. The only real complaint anyone has is that they're just so crowded, with the occasional gripe about expense — which are usually the two best problems for a theme park company to have. A big park chain could take this business model and turn these mini-parks into giant, profitable commercials for the real deal.
So what could have made Disney put the brakes on this idea all those years ago? Perhaps they were afraid it would cheapen their Disney resort experience? Maybe they didn't think they would be as big of a draw as these Discovery Centers seem to be? Local politicians could have seen it as an opportunity to try and overtax the giant corporation, which turned them off. Which leads us to think of what could have been.
Picture, if you will, in your nearest city, a structure similar in size to the Legoland Discovery Centers, with a large set of mouse ears as a beacon into a Disney Experience. People go in, experience a unique movie, a dark ride of some sorts that's really just pushing the parks on people, interactive games, and smaller rides, and families leaving at the end of the day with their kids asking "When can we go to Disney World?" It's possible, if done correctly.
You could design your own mouse ears, play interactive games about the parks themselves, and meet a character or two, Perhaps the dark ride could have been some sort of journey through the magic of Disney and its franchises. Soarin' was just a big love letter to California — why not make a ride based on those same principles to showcase how great the parks are?
With the Legoland Discovery Centers being built seemingly monthly, perhaps it's time to revisit the idea. The naysayers would say that one of the things that makes Disney the number-one theme park destination in the world is that you are immersed in a fantasy world, and that something like this could never have the same effect on somebody. Well I don't think it should try, rather I would say that it should only mystify the park experience that much more.
It should be a day trip leaving people pining for the full experience, yet still satisfied. Those of us who have gone will only think about it that much more fondly, and those of us that haven't would be dying to go. Sure, it could cheapen the experience if not done with enough care, but you'd have to have faith in the Big Mouse to make sure it was an amazing day experience leaving people hungry for more. With Internet sales, we are seeing malls go the way of the dinosaur. Perhaps now is the time to consider pulling some Disney Stores in favor of a day experience to really capture people's imaginations.
Most people with families can afford one big vacation a year, maybe two if they're lucky. Those same families make several day trips throughout the year, turning a Saturday into a family fun day. An outpost for your favorite theme parks could be a very profitable business, and serve as a showcase. Merlin seems to have figured that out. Legoland Discovery Centers have hit on a great business model. Will anyone else follow?
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Universal can do this too by hosting Harry Potter fans, plus themed playgrounds featuring Minions and Bart Simpson. With the Ninetendo agreement, certainly have some video games and walk around Donkey Kong characters.
Instead of a theme park, Disney could duplicate Aulani's success by just having a DVC resort with a water park. Maybe build one in Texas that has a port in Galveston. Imagine staying there for a few days and then go on a Disney cruise.
It's all the same stuff everywhere, like McDonalds. And that's fine, but sometimes you want something better. Something where someone's put a bit of effort in. I like what they're doing at Blackpool Tower, but it is just another 4D cinema. Alton Towers and Chessington have Sea-Lifes, Thorpe Park and Warwick Castle have variations on the Dungeons - it's very rare something truly great and original turns up at these theme parks.
Another outlet means they can put the Annual Pass price up, and their overall visitor numbers rise again so the shareholders are happy. But there are loads more lessons they need to learn from Disney.
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