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Legoland Calls Carlsbad Its Beachhead

England-based Merlin Entertainments Group said Jan. 19 that it is evaluating sites for a second Legoland theme park in North America, which it would build in three to five years.

The company also said it wants to build a smaller Legoland attraction in the United States by 2008.

The company called its Carlsbad site “a launching pad for expansion into the North American market.”

Company representatives cited 2 percent attendance growth and 6 percent revenue growth at its Legoland California park in Carlsbad during 2005 and said they expected more growth in 2006. The company did not release specific numbers.

“Our strategy for success for the four Legoland parks is simple: significant capital expenditure to add new rides and attractions, new marketing programs and brand communication strategies, and development of a destination resort profile around all four parks,” said Nick Varney, the chief executive of Merlin Entertainments, in a prepared statement. “We are particularly focused on Legoland California as Merlin’s first venture into U.S.-based attractions due to the strong growth potential of the California market.”

Expansion plans for 2006 include an area with several water-based attractions called Pirate Shores.

Legoland opened in 1999. Merlin is owned jointly by the Blackstone Group, a New York-based investment group, and Denmark-based Lego.

, Brad Graves

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