ATLANTA – Merlin Entertainments on Wednesday announced plans to build the $12 million Legoland Discovery Center (LDC) in Phipps Plaza.
Construction on the new attraction is slated to start in July. The new center – which is expected to feature a 4D theater and rides – is scheduled to open in March 2012.
“The enthusiasm with which we have been greeted in Atlanta was a key factor in our decision to come here, and we hope that this may be just the start of Merlin’s relationship with the city,” Glenn Earlam, managing director of Merlin’s Midway Attractions Operating Group, said in a news release.
“We are aware that our plans have been the subject of much speculation over recent months; and it is true that we have looked at a number of sites not just for this project, but also for some of our other attractions,” Earlam said. “However getting the Legoland Discovery Center built and operational is our primary focus at the moment, and I believe that Phipps Plaza, which is already a popular ‘destination’ for family visitors, is exactly the right location for it.”
In addition to the Atlanta center, Merlin is planning a number of new attractions nationwide, including Legoland Florida.
“The LDC concept is already successful in both Europe and elsewhere in the USA, and I know people will love it here,” Earlam said. “North America is a very important development market for Merlin; and we believe that Atlanta, and particularly Phipps Plaza, is a great location for us.”
