Legoland proprietor Merlin Entertainments will open up to four more Legoland Discovery Centres in major shopping centres around Australia in the next few years after throwing open the doors of its first southern hemisphere park at Chadstone. The $12 million Lego centre includes a four-dimensional theater, interactive rides in addition to over two million Lego bricks for children along with the brand’s grown-up fans to enjoy.
Merlin settled on Melbourne as the launching site for its first Australian Centre after research revealed that the city had the country’s biggest fan base for its classic toy. Legoland Discovery Centre Melbourne general manager Drew Grove Said Merlin had plans to gather drake low loaders and the country’s largest cranes for hire to build on its global portfolio of 17 Legoland centers through partnerships with high-end towns in Australia.
Mr Grove said the international model was to find Legoland within premium retail centers, malls that already boasted strong vacancy amounts. Mr Grove said the foot traffic to these centers is enormous and tossed Legoland in as a premium product, which contrasts with the key demographics of centers like Chadstone. They see Legoland Discovery Centre to potentially bring domestic and global visitation but also local people through the market of around 90 minutes away and repeat visitation, which is why they anchor in those shopping centers. They have those repeat visitors.
For Chadstone co-owners Vicinity Centres and Gandel Group, Legoland is a strong new drawcard for its ever-expanding center, which is expected to attract over 22 million people this year alone. The opening of Legoland follows the launching of two new dining precincts in Chadstone in October in addition to its Hoyts cinema as part of the center’s $660 million redevelopment. Chadstone general manager Fiona McKenzie revealed that the centre had also recently established an expressions of interest campaign for the resort slated for the sprawling retail land. Others have proposed a solar power system and commercial electrical services to reach sustainability targets.
Ms McKenzie said that they’ve got a really amazing retail supply at Chadstone. There is something for everyone from the top end to the bottom end but what they need to do is keep evolving Lego all of the time, so one event is not likely to be what it is forever but for the day or week. They stated that they prefer to keep it interesting for their clients so there’s something new each time they see it.
To celebrate the launch of The Lego Ninjago Picture this month, Legoland Windsor Resort is providing free entry to guests who share their name with one of the film’s major characters. Between October 13 and 30 2017, ninja-named guests can gain their free entrance just by showing proof of identity at Legoland’s ticket office.
The six lucky names are Lloyd, Nya, Zane, Kai, Jay and Cole. At the hotel, youngsters will have the ability to channel their inner ninja from the new Lego Ninjago World, home to the UK’s first 4D ride with hand-held technologies. On Ninjago The Ride, households can battle snake tribes, skeleton ghosts and The Great Devourer with nothing but their best cassette hand moves in the centre which will thankfully have a decent air conditioning service and installation over the incoming hot summer.
Plus on October 21-22 and 27-28 the skies will light up with spectacular Lego Ninjago inspired fireworks displays. Lauren Moss, speaking on behalf of Legoland, stated that the Lego Ninjago Film characters are a group of ordinary children who go on ninja assignments, so they wanted to give guests with fitting ninja names the opportunity to go on their very own awesome experience at Legoland.
So welcome all the Lloyds, Kais, Jays, Nyas, Zanes and Coles to the resort: see them put their ninja skills to the test from Lego Ninjago World. Throughout the day outside, families can enjoy spooky fun at Brick Or Treat and over 55 rides and attractions including the world renowned Miniland, the Dragon rollercoaster and the Lego City Driving School.
It has been a tough couple of months for the Australian retail industry with six, high-profile labels falling since December and Chadstone acknowledged social experiences were a crucial advantage for retail properties in today’s market. Very blessed at a center like Chadstone, they’re at the forefront of shopping centers in the southern hemisphere and just six months into a $660 million redevelopment and preparing to reach out to slab crane hire companies. They recognise the need to also find high tourism numbers.
Chadstone already runs a shuttle bus in the city, making up to 10 trips each day from Federation Square in the CBD and there are plans to expand this service with the inclusion of a shuttle service from Southern Cross station and a third service from a yet to be determined location. Ms McKenzie said tourism was a significant opportunity for the center and Legoland would only raise the property’s tourism credentials.