European success is basis for American theme park

The Associated Press

CARLSBAD, Calif. -- Built on a foundation of Legos, a new theme park aims to shake the Magic Kingdom and dim Universal Studio's glow by enticing thousands of tourists to this West Coast town for a kinder, gentler adventure.

Legoland opened its first American park March 20 in Carlsbad, an hour's drive south of Disneyland and a half-hour trip north of San Diego's Sea World. A major amusement park hasn't opened in southern California in 25 years, but the Denmark-based Lego Group believes it will find a fit with young children and their parents, who have made the multicolored plastic building bricks a staple of growing up. "We have rides and shows and all the things you see at a theme park, but we also have science, education and interaction that's geared toward families and young children," said Bob Montgomery, Legoland California's vice president of operations. "We fall into a whole new category." The 128-acre park caters to children between the ages of 2 and 12. They can push, pull, steer, pedal, squirt, build, climb and stomp their way through a world made from Legos. Finding Legoland, however, may prove tricky since there are few signs to guide the way. The company initially called it Legoland Carlsbad, but changed it to Legoland California when marketing surveys showed that people didn't know where the city was or confused it with Carlsbad Caverns in New Mexico. The name change annoyed the locals, so the state transportation department, acting on a recommendation from the city, refused to put multiple Legoland signs along Interstate 5. The Carlsbad city council also vetoed the company's request to change the name of part of Cannon Road to Legoland Drive. "It's a sensitive issue," said Jan Sobel, chief executive officer of the Carlsbad Chamber of Commerce. "The citizenry voted 54 to 45 percent to let Legoland locate in the city. Some of the people who supported it because of the recognition it would bring the city felt betrayed that Carlsbad was taken out of the name without Lego consulting anybody." Montgomery said he hopes peace can be restored, and the company is inundating tour operators, visitors' bureaus and toy stores with lots of brochures and maps. "It's a challenge," said company spokeswoman Lisa MacDonald, "but we think people will seek us out." Thousands managed to find it on opening day, despite rainy weather. At least 1,000 were waiting at the park gates for the 8:30 a.m. ribbon cutting, and there were hour-long waits for some rides. "We are Lego fanatics and maniacs," said Logan Pierce, 13, who came with his family from Oklahoma City. "We have not been able to sleep at night just thinking about coming here." Lego, a family-owned company, began making the toys in 1900 and opened its first theme park in 1968 at its headquarters in Billund, Denmark. In 1992, it decided to open a new park every three years. Legoland in Windsor, England, opened in 1996. After Legoland California, the next likely site is Germany, Montgomery said. "We're drawing on two, sometimes three, generations of families who grew up playing with Legos," he said. "A visit to the park revitalizes interest in Legos. After the opening of the Windsor park, Lego sales in England increased 13 percent." All the parks share a basic design, but the $130 million California park offers more rides and attractions, all requiring a child's interaction, he said. Legoland expects 1.8 million visitors annually, mainly from Southern California. Disneyland attracted 14 million visitors last year, and Sea World 4 million. John Robinett, senior vice president with Los Angeles-based Economics Research Associates, an entertainment consulting firm, said Legoland would start well because it is something new. "This fills a niche for families with young children," he said. "Disneyland, Magic Mountain and Universal Studios have things for young children, but they appeal more to teens and young adults." Legoland tickets cost $32 for adults and $25 for children, roughly the same as other Southern California parks. At Imagination Zone, children can build cars or a building strong enough to withstand a simulated earthquake, or program a robot. Miniland is the park's heart and soul. Built at 1:20 scale, the attraction depicts the landmarks of Washington D.C., New Orleans, New York City, the California coastline and the New England countryside. The Lego world took 100 model builders three years to construct. The pieces were then shipped from Europe to Carlsbad, where animation, sound and lights were added. "There is no cheating," Montgomery said. "Technically, anyone with 20 million Legos in the right color combinations could make Miniland."

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