LEGOLAND California Resort

Challenge

Owned and operated by Merlin Entertainments, Legoland is a chain of family-friendly amusement parks and resorts themed around the Lego toy bricks. These massively successful parks have locations in several countries, such as the United States, United Kingdom, Denmark, Germany, Japan, Malaysia, Dubai, and China.

Amusement parks often mean an unforgettable day of endless fun but also endless long waiting lines from the beginning to the very end of the visit.

Long lines lead to frustration and inconvenience for visitors. This can be especially problematic for families with young children, who may become restless or bored while waiting in line.

In addition, long car lines can also create traffic congestion, pollution and safety hazards on nearby roads that may impact local communities and businesses. This leads to complaints and negative publicity, which harms the reputation and revenues of the amusement park.

That is why the Legoland team decided to radically change their approach and upgrade their visitors’ experience while also getting the most out of their parking assets. It was essential for them that the parking user experience be easy, quick, and efficient whilst reducing any potential lost revenue.

Solution

HUB Parking was the integrator in charge of creating the new Legoland Pre-booking, gateless, Free-Flow ticketless parking based on LPR, using Survision Micropak cameras.

Now Legoland entry lanes are fully free flow while exiting lanes gates are equipped with LPR to decide to open the gate if prepaid or to activate a pay station otherwise.

Pre-Booking / Prepaid Parking

You can pre-book parking in other amusement parks, but you still have to wait in line like everybody else to validate the payment. In the new Legoland Free-Flow parking you can Prepay your ticket and the LPR system will associate your license plate with your payment, so there is no need to perform any manual check.

Gateless free-flow entrance

No lines to access the park  (and no impatient kids screaming in the back of the car!). Just one LPR camera per lane catches the visitor’s license plates on the go while driving at any speed to the Parking lots.

Fast Exit for Prepaid Customers

When exiting the park, LPR system  will check your payment status and if Prepaid, it will open the barrier and let you go without stopping

On-site Pay Station

If your plate couldn’t be read at the entrance or if you didn’t Pre-book, the system will instruct you to make payment at the Pay Station

Advanced data gathering and statistics

This digitalization process allows the collection of behavioral and transactional information on every visit, which allows Merlin to have a better understanding of their customers and an opportunity to tune up their service.

Results

It is hard to imagine an amusement park without Parking waiting lines, but this is the happy truth for Legoland and their new enhanced Parking customer experience: visitors can now skip the parking line step and go straight to the fun part!