County Commission Approves Legoland Deal; Park to Open in 2011

Thursday, February 4, 2010

BARTOW | Polk County commissioners voted unanimously Wednesday to approve a pair of agreements with Legoland developer Merlin Entertainment that will provide the English theme park corporation with $5 million over 10 years. In exchange, Polk is receiving an estimated $459 million a year in economic benefits.

Merlin recently announced plans to locate its fifth Legoland attraction at the former Cypress Gardens on Lake Eloise in Winter Haven.

Legoland Florida, as it will be called, to open in 2011, providing 1,000 new jobs and millions of dollars in tax revenue. Of those jobs, 700 are expected to be full time and 300 seasonal. The $5 million will be paid in $500,000 installments once the park opens.

“We’re creating wealth for Polk County,” said Mark Jackson, the county’s director of tourism and sports marketing.

He said the money for Merlin, which was part of the negotiations to attract it to Polk County, will come from tourist tax funds, not general revenue.

Jackson said he expects Legoland will increase hotel stays in Polk as well as other purchases from local businesses.

He said the estimated 2 million visitors a year the new park will generate will probably increase tourism in Polk County by at least 10 percent to 15 percent.

In addition, the agreement includes a number of provisions that will increase Polk’s exposure in the world’s tourism market.

“We couldn’t afford to buy that kind of exposure,” Jackson said.

Commissioner Sam Johnson said Legoland Florida will help to pull the county out of its tough economic situation before other areas of Florida recover and preserve an important part of Polk’s heritage.

Jackson reflected on the parallel between the openings of Cypress Gardens and Legoland Florida, both during tough economic times.

Cypress Gardens opened in 1935 in the midst of the Depression.

County Commissioner Randy Wilkinson said the new attraction will fit nicely with other new developments, such as the USF Poly campus in Lakeland and the expected advent of high-speed rail.

“This will be a great economic spark for Polk County,” County Commissioner Ed Smith said.

John Ussher, general manager for Legoland Development, told commissioners Polk’s response to the project was “overwhelmed by the support and can-do attitude of Polk County.”

Ussher presented commissioners with a Polk County logo made from Legos.

Ussher said in addition to the initial investment in the park’s development – he declined to reveal the amount Merlin plans to spend – there are plans for further expansions over the 10 years after Legoland Florida opens.

Rodney Carson, Polk’s director for business development, said in addition to the 1,000 jobs directly related to the attraction’s opening, he estimates the creation of 6,000 spinoff jobs will be created.

For more information, please contact Tom Palmer at The Ledger.