Merlin’s magic

Merlin CEO Nick Varney reveals why he is bringing the world's second largest attractions company to the region.

Merlin Entertainment Group's development over the past seven years has been astounding.

It has grown from being predominately an aquarium operator into the second largest attractions company in the world behind Disney, increasing its worth from £50 million (US $99 million) to in excess of £2 billion ($4 billion) in record speed.

With 58 attractions and six hotels in operation across Europe, North America and Asia, Merlin is now set to bring its magic to the Middle East for the first time.

In partnership with Tatweer, Merlin CEO Nick Varney launched Legoland Dubailand - which will be the fifth Legoland Park, joining those in the UK, Denmark, Germany and US - at the recent Arabian Travel Market (ATM) in Dubai, with an impressive 29ft Burj Dubai lego model marking the partnership.

Leisure Manager caught up with Varney at ATM to bring you the details behind Legoland, his views on family attractions in the Middle East and the growth drivers that have proved so crucial to Merlin's success.

Prized possession

Merlin's interest in the Middle East was sparked by a heads-up on Tatweer's dramatic progression of Dubailand from Dubai International Capital (DIC), a sister company of Tatweer with a 20% stake in Merlin following Merlin's acquisition of The Tussauds Group from DIC last May.

"Tatweer is bringing in talent from all over the globe. It's unprecedented that anyone has amassed that number of quality and diverse attractions brands in one place and on such a scale. I'm just so excited by it," says Varney.

"Tatweer is funding the park, which is great, but there was no way that we weren't going to operate it," he continues.

"That's partly because we see the Legoland brand as a prized possession and partly because we think Dubailand is the most exciting leisure development of the 21st century and we want to be here," says Varney, with visible passion for the project.

Legoland Dubailand will be a full-scale outdoor Legoland Park, explains Varney, with a slightly bigger gearing towards water rides, indoor attractions and covered areas to cater for the climate.

"Our parks average 40-50 acres and average one and a half million visitors a year. We don't expect that number right away in Dubai, but we're building the park to accommodate a similar capacity as the market grows," he says.

"We're actually relatively unique in terms of the theme park people coming to Dubai in that we are the company that has most recently built and opened theme parks.

While it's not quite cookie cutter we have a pretty well advanced model and set of plans for what Legoland Dubailand will look like," continues Varney.

The Legoland Miniland concept will be a key element to the park, with 5000m² clusters of lego models inspired by regional icons, such as the Burj Dubai, Burj Al Arab and Pyramids of Giza.

Interactivity will be vitally important to the park, explains Varney.

"At its heart, lego is about playful learning. Legoland is aimed at children aged between two and 12 and they're immersed in that world of playful learning. They are that pirate, that fire fighter, that builder.

The whole emphasis at Legoland, as opposed to other theme parks, is that you interact with the rides and share the experience with siblings, friends and parents."

Varney believes this "wholesome family entertainment" focus fits well with the standards and culture of the Middle East.

"There's an old fashioned charm about Legoland even though it's very much a contemporary brand," he says.

"You know something, in every country we've gone into, the local management has said, ‘people aren't the same here, we don't do it that way here'. If I had a pound for every time I've heard that I'd be a millionaire," observes Varney.

"The truth of the matter is a mum and a dad or a single parent with children aged between two and 12 have got exactly the same needs for family days out, no matter what country, what culture and what religion they're coming from.

"Even if someone has a problem with theme parks because they are just fun and mindless entertainment - there's nothing wrong with that by the way - with Legoland there is much more. It's really engaging a child's imagination and allowing them to participate in a day out [with their family].

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