New Merlin CEO’s outlook: ‘Florida is a winner’
Scott M. O’Neil became chief executive officer of Merlin Entertainments Group in November.
The British company operates dozens of attractions sprinkled around the world. The Merlin lineup includes Legoland Florida and Peppa Pig theme parks in Winter Haven, plus Madame Tussauds and Sea Life aquarium locations on Orlando’s International Drive.
Merlin is considered the second-largest attractions operator in the world, trailing only Walt Disney Co. In its portfolio are sites such as England’s Alton Towers and Warwick Castle; Italy’s Gardaland; Germany’s Heide Park; and multiple attractions in Australia. It has 10 Legoland parks in operation, plus three under construction in China.
Until recently, O’Neil was CEO for Harris Blitzer Sports & Entertainment, a grouping of sports, entertainment and investment properties. At Merlin he replaced Nick Varney, who retired after decades at the helm.
O’Neil recently was in Florida as part of his corporate travels and spoke with the Orlando Sentinel.
Question: What’s been your best Merlin surprise so far?
Answer: The purity of purpose, for sure. Yeah, waking up in the morning and knowing that whatever we do to move the ball forward helps bring the joy and connection to families and friends. That, 100 percent, is the joy of purpose, then the elevated joy of purpose.
But there’s been so many wonderful surprises: the people, the grit, the will, the determination, the fun. It’s a wonderful, wonderful business.
Lastly, the scale. … We’ve got three being built in China … in Japan, Korea, Malaysia, Dubai, Germany, Denmark, UK, and three in North America. I mean, that’s just our Legolands.
So you know, the scale and opportunity to travel around the world to see new things and, quite frankly, walk in the parks as a kid would, with no bias, no cloud, no preconceived notions, and just see and experience what we have and what we’re doing.
Q: What more can we expect from you in Florida?
A: I will tell you that one of the core things we’re talking about is betting on winners. And bigger is better. So from that you might deduce that Florida is a winner. I mean, it’s a wonderful experience, both Peppa [Pig Theme Park] and Legoland Florida.
And you only have to walk the park to understand it. … One might imagine that when our plans ... would involve many more exciting enhancements, upgrades, additions.
That could be more accommodation. It could be more rides. It could be third gate, etc. Many more to come.
We love this location. We love Florida, and Florida has been wonderful to this organization. So you’ll see this being big bets we make over time and time again.
And patience has never been a strength of mine.
Q: Could there be more Peppa Pig parks elsewhere? Can boutique attractions be a trend?
A: Of course. That’s an ongoing project. The interesting part is I’m not sure everyone can do it, though.
Some of our partners, such as Hasbro — really passionate about their brand. Lego? They’re really passionate about their brand. DreamWorks? They are extremely passionate about the brand. And with passion there an intensity, there’s debate, there’s learning on both sides.
There’s a way that you’re taking IP [intellectual properties] and bringing it to life. If everybody could do that, they would have done it for sure.
There’s a reason that these companies have partnered with us. There’s a reason that we have long-standing relationships that will continue to go on as close to in perpetuity as you can see in the future.
I mean, what I love about Peppa and Hasbro and the relationship with Lego, of course, is one of our board members [is] so invested in the business, so that makes it even more exciting, Is there other IP out there that we can we can replicate? Are there partners out there where they want to bring their brands to life?
I think we’re a wonderful home for that.
Q: What’s it like to be only the second CEO of the company?
A: I will promise I’ll show up as my authentic self every day, come bad, come ugly. I’ve been really fortunate. I’ve worked with some amazing brands. And I’ve worked with incredible people. I don’t think this is any different.
Fortunately, I consider Nick [Varney] a friend. I mean, if there’s a statute built in this business, it should be of him. He’s a guy who started with a Dungeons attraction and a sealife center. And he’s now built 143 attractions across 25 countries around the world … with brands like Lego and Sony Entertainment Pictures and DreamWorks.
So one part of it is some darn big shoes to fill. The second part is he wants this to be successful, and the team is in place. And the third part, which is probably more exciting for me, is if you think of it just in phases, there was a 32-year phase of Merlin 1.0 … How do we build Merlin 2.0? What does it look like? Where do we go? What markets do we love? What new brands can we partner with? What new attractions can we open? To me, that’s the fun part in creating what’s coming.
But following a longtime founder has its tremendous advantages because you have stability and order and process. I’m sure there’s a negative. I just can’t think of one.