The Hollywood Reporter
May 25, 2004 Tuesday
By James Zoltak

As the 30-year-old former corporate lawyer puts the finishing touches on a colorful Tyrannosaurus rex constructed entirely of LEGOs, he reflects on his previous profession. "This is a lot less stressful," says Nathan Sawaya, who gave up his six-figure salary at a New York mergers-and-acquisitions firm to spend his days crafting detailed figures in LEGO bricks for the modest rate of $13 an hour.

The winner of LEGOland California's national Master Model Builder Search, Sawaya was awarded full-time employment building models at the park in Carlsbad. While the pay is not as good, the job is a dream come true.

"It's not about the money; it's about what I want to do," Sawaya says. "And I'm saving so much money on LEGO bricks -- I used to spend $10,000 a year."

Sawaya is proof that the LEGO brand -- established in 1934 at Ole Kirk Christiansen's then-2-year-old Billund, Denmark-based company, which also made stepladders, stools, ironing boards and wooden toys -- remains a cross-cultural, cross-generational phenomenon.

First produced in 1949 under the name Automatic Binding Bricks, the versatile toys were renamed LEGO Mursten, or LEGO Bricks, in 1953. The following year, the word "LEGO" was registered officially in Denmark.

The multicolored bricks have come a long way since then: In 1999, LEGO was named one of the "Products of the Century" by Fortune magazine. About 20 billion LEGO products are manufactured each year -- about 2.3 million an hour -- and LEGO is the fourth-largest toy company in terms of sales behind Mattel, Hasbro and Bandai. LEGO's original park in Billund has welcomed more than 35 million guests since it opened in 1968.

LEGOland California, celebrating its fifth birthday this year, is rooted in the family values and child-focused philosophy of its parent company. Since it opened in 1999, the 128-acre array of more than 50 LEGO-based rides, walk-through attractions, activity centers and food and retail offerings has drawn more than 7 million guests.

With more than 5,000 models, rides themed after LEGO toy brands like Bionicle, driving schools for even small children, Miniland scale models of famous locales and play areas for the gamut of the park's 2-12 target-age market, LEGOland is, in the words of general manager John Jakobsen, "the playhouse for the LEGO brand."

Jakobsen, who took over last year as the park's second general manager, says the company has never regretted the decision to locate its third park (there now are four worldwide) in San Diego County, where LEGOland joins SeaWorld California and the San Diego Zoo and Wild Animal Park as the main nonbeach tourist draws.

"The cooperation with all of the other great attractions in this area has proven to be very positive," says Jakobsen, noting the healthy mix of tourists and locals. "And, of course, we have 300-plus days of perfect park weather."

But it hasn't been all smooth sailing. Even before the park opened, the local group Neighbors Against the Invasion of LEGO was formed to rally opposition. (The matter went to a referendum before residents gave the project the thumbs up.) Then came the dot-com crash, which had a substantial effect on San Diego County's then-burgeoning high-tech industry.

In addition, the amusement park industry already was feeling the ill effects of economic downturn in the United States and abroad when the Sept. 11 terrorist attacks occurred. The resulting collapse of inbound tourism, coupled with the fact that San Diego County is populated by huge numbers of military personnel who were shipped overseas to fight wars in Afghanistan and, later, Iraq, presented serious challenges that have held attendance below original projections.

"The slowdown at the park is as much a function of 9/11 and the uncertainty about travel (as it is attributable to other factors), but we are starting to see some strengthening of family travel again," says the park's original general manager, Bill Haviluk, who retired last year. "I would predict that you will see another LEGO park once all of that is confirmed."

One of the decisions that followed Sept. 11, made under the direction of Haviluk, was to reduce the park's operating days during the off-season. LEGOland remains closed on Tuesdays and Wednesdays from September-June, but attendance on days it is open has increased 15%-17% since that change was made, park spokeswoman Courtney Simmons says.

"We are happy to see that in the last couple of years, we have stabilized our (annual) attendance level at around 1.3 million, and so far, the trend this year is very positive -- we are seeing a significant increase over last year's numbers," says Jakobsen, noting that earnings have been in line with expectations because per capita spending has exceeded projections since LEGOland California opened.

"We produce positive cash flow every year and have ever since the park opened," Jakobsen says. "(But) we've not paid back the (estimated $100 million) investment yet -- it will take some years to do that."

To mark the park's fifth anniversary, LEGOland California is opening five new attractions: A Gerstlauer coaster called Coastersaurus that opened in a new Dino Island section of the park, which also features an interactive Dig Those Dinos attraction for smaller tots; a Block of Fame featuring LEGO busts of famous figures including Marilyn Monroe; a new section of Miniland, based on Florida; and the Fun Town Fire Academy, where children and adults can put out a simulated blaze.

In addition, the park's first ride sponsor, Volvo, has come aboard this year as a sponsor of its Driving School and Junior Driving School. Volvo, a brand that also projects values of family and safety, is a particularly good fit, notes Simmons, who has spearheaded several of the park's marketing initiatives, including the Master Model Builder Search.

"It's the first time LEGOland has found a sponsor that matches on so many levels," she says.

Speaking of matches, LEGO even brought Sawaya's divorced parents together -- if only briefly. The two, who were not on speaking terms, attended the build-off and found themselves laughing and hugging when their son emerged the winner.

"That's the power of the brick," Sawaya says.