Legoland Florida to add water park, themed hotel

Adrian Jones, general manager of Legoland Florida places a single gold-colored Lego piece, the final piece, into a model during a press conference and opening day ceremony. (Legoland Florida)

Some observers question the wisdom of cultivating a narrow audience for Legoland.

"If you're over 12, it's not going to hold your interest very long," said Scott Smith, a faculty member at the Rosen College of Hospitality Management at the University of Central Florida.

"From what I understand, the Legos are really cool and cool to look at," Smith said. "But even the ski show is not a traditional ski show with stunts and so forth. It's more of a story on water. And it's not even an exciting story at that."

Smith and Niles agree that loyalty to Lego products is strong and significant.

"Parents who have kids in that age group will go out of their way to visit because it is such a special and unique experience," Niles said.

"It's a park that very much grows on people as they go to it, until that day when they approach middle school," he said.

"Then, all of a sudden, they're not interested in Legoland anymore."

Sara K. Clarke contributed to this report. at 407-420-5477

Legoland Florida

Where: 1 Legoland Way, Winter Haven

When: 10 a.m.-5 p.m. today

Cost: $75 general, $65 ages 3-12 and 60 and older

Phone: 1-877-350-5346