Beth Carotenuto, General Manager, Legoland Discovery Center
Once a popular children’s toy, LEGO is now a global franchise complete with movies, video games, theme parks, and an ever-growing expansion of its beloved toy line. In an interview with Invest:, Beth Carotenuto, general manager of Legoland Discovery Center, highlighted recent successes and discussed what makes Philadelphia a suitable place for this attraction.
What have been some of the key highlights in the past 12 months?
We have brought in some great events to the local community. Our “Brick or Treat” event provides a unique trick-or-treating experience where children can build and explore LEGO attractions. Our holiday-themed “Holiday Bricktacular” celebrates the season with LEGO fun. Recently, we introduced “Build to Thrill,” a LEGO F1 event focused on building, racing, and play. Coming soon is our “Summer of Play,” filled with activities designed to inspire children. We are dedicated to fostering creativity and play by creating lasting and enjoyable memories for children and families.
What have been some strategies to increase attendance?
We prioritized integrating LEGO education into local schools and groups. This unique approach allowed us to engage students, support their STEM learning through hands-on building and creativity, and introduce them to the possibilities of LEGO. This strategy has been instrumental in attracting students to LEGOLAND Discovery Center, encouraging repeat visits with their families through complimentary passes. Our events are also a central focus. For instance, our “Countdown to Noon” features a New York-themed ball drop in MINILAND, complete with fireworks and apple cider. We strive to celebrate our unique identity and offer memorable experiences for families.
What are some parent-friendly experiences?
Visitors are often surprised by the size and offerings of our 33,000-plus square-foot LEGOLAND Discovery Center. We encourage parents to actively participate in all areas, from building race cars and sliding together with their children to engaging with interactive screens on the Imagination Express train ride. Parents visibly enjoy these shared experiences. We also host adult nights catering to adult LEGO enthusiasts. Our recent, well-attended adult night focused on a LEGO botanical theme, with over 300 adults building flowers and experiencing the attractions from a unique perspective. Visitors can now enjoy an immersive LEGO roller coaster experience in our VR pods, where they sit, put on goggles, and watch a movie that makes them feel like they are on a real ride. We hope this popular addition will soon feature a new LEGO movie, further enhancing the experience.
What has been the impact of Legoland Discovery Center on the region’s tourism sector?
Working with the Valley Forge Tourism and Convention Board has been a valuable partnership. Its efforts in marketing, advertising, and including us in events effectively connect us with tourists visiting historical sites. We are proud to offer families a fun and engaging play experience, contributing to the Montgomery County tourism community. Beyond providing family entertainment, we believe LEGOLAND Discovery Center significantly boosts the local economy through our substantial visitor numbers and by employing over 60 team members.
What are the top priorities for Legoland Discovery Center in the near future?
The main focus is to create lasting memories for families. Our goal is to broaden our visitor base beyond the strong local support we currently enjoy from Montgomery, Philadelphia, Chester, and Bucks counties. Specifically, we aim to attract families from southern regions like Delaware and South Jersey. Additionally, a key objective is to expand our school program to reach and educate more students through our LEGO-based learning initiatives. This summer, our Summer of Play event will be a major focus, offering various attractions designed to provide a fun family experience.
What makes the Philadelphia region a suitable location for Legoland Discovery Center?
Every Legoland has its own feeling and uniqueness. We may have similar attractions and similar built tables, but it is the people that really make the attraction so unique. One of the key attractions across our locations is MINILAND, which is a landmark made up of more than 1.5 million Lego bricks that mimic the cityscape of Philadelphia.. Philadelphia is filled with history, and we capture it in our builds., MINILAND features some of the most iconic buildings, such as Independence Hall and the Art Museum, for example. Philadelphia is unique in terms of our MINILAND but also due to the overall culture and feeling of our team that brings fun and excitement to families that visit our location.
