Merlin Entertainments’ Legoland Florida Resort has appointed Franceen Gonzales as its new park president, with responsibility for Legoland Florida Resort, Legoland Water Park, Peppa Pig Theme Park and Legoland Hotel.
Gonzales joins ahead of the opening of brand-new aquarium Sea Life Florida in Q3 this year, which she will also run. With 30 years of experience working for the attractions industry, she has served as park director at Six Flags Great Adventure and vice president of risk management at Great Wolf Resorts. Prior to joining Merlin, she was chief experience officer at waterpark manufacturer WhiteWater West.
Notable projects spearheaded by Gonzales at WhiteWater West include Royal Caribbean’s Perfect Day Island, featuring its inaugural cladded tower, AquaNick Resort in Riviera Maya, Mexico, with custom SpongeBob and PAW Patrol themes, and two major expansions of the highest-attended waterpark in Brazil.
“I’m excited to return to my roots in park operations and thrilled to continue the legacy of success at the world-class Legoland Florida Resort, alongside a dedicated team committed to delivering exceptional guest experiences,” said Gonzales.
“Stepping through the park, I rediscovered the sense of wonderment that both children and adults experience here. It’s truly special, and I feel deeply honoured to be joining this incredible team.”
Gonzales was appointed chair of ASTM International’s F24 committee for Amusement Rides and Devices in 2020 – the first female chair of the organisation, which writes the global technical safety standards for the industry. She’s also served on the Board of Directors for IAAPA (International Association of Amusement Parks and Attractions) twice, as well as on the board for the WWA (World Waterpark Association) and has held the position of chair of AIMS International (Amusement Industry Manufacturers and Suppliers).
In March 2024, Legoland Florida launched its Lego Ferrari Build and Race attraction, a new interactive experience which allows visitors to build and test Lego race cars.
What are your plans for your first year at Legoland Florida Resort? My focus will be to learn from the established team’s success. It’s crucial to build on the solid foundation laid out by past and present leaders, who possess a deep understanding of the resort’s strengths.
Community involvement is extremely important to me and I’m committed to strengthening our relationships with those around us.
Much of that involvement sprouts from partnerships with our charitable partners including Merlin Magic Wand Foundation and Give Kids The World Village, who collaborate to bring a ADA accessible Legoland play space inside the resort for critically ill children and their families to enjoy a magical weeklong vacation at no cost. This is the kind of support I’m excited to expand.
We’ll continue prioritising our employees by offering scholarships such as ‘Building Higher’ in partnership with Polk State College. This programme covers upfront tuition costs for our employees pursuing higher education, emphasising our commitment to educational advancement and community development.
What can visitors expect from Sea Life Florida when it opens? Sea Life Florida is designed to be every child’s inspirational guide to the ocean and to encourage them to be protectors of its creatures – we want to create a sense of amazing discovery by learning through engagement and interaction.
Guests will be immersed in exclusive theming that will be the first-of its kind for a Sea Life aquarium, discover marine life displays showcasing diversity and ecosystems and there will of course be educational materials and programmes to help teach children about marine life.
What are you most excited about in terms of Sea Life Florida? What I’m going to enjoy most is watching children and their families be wowed as they’re immersed in this underwater world and all of its magic.
Sea Life Florida will serve as an inspirational educational hub teaching visitors about Florida marine life and our conservation efforts.
I’m excited about revealing a new theming in one of our display areas – stay tuned for more on that in the coming months.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2024 issue 3
Multimedia: Sakchin Bessette
How did the team at Moment Factory go from designing visuals for raves to illuminating the Sagrada Familia and creating stage shows for Madonna? The co-founder shares the journey
Museums: Roll of honour
From the Rijksmuseum’s first family exhibition to a 4D experience that wows on a budget, we check out Museum + Heritage Award winners
Theme parks: Cecil Magpuri
Work has begun on the first Dragon Ball theme park, and it’s set to take theming to a whole new level, according to its designer
Museums: Rise up
Filled with colour, music, technology and storytelling, the John K Randle Center is a fitting celebration of Yoruban culture and history, says its architect Seun Oduwole
Experiences: Flight of fancy
Airbnb is diving into the world of immersive experiences with its new Icons initiative. What does this mean for attractions?
Immersive experience: Andrew McGuinness
As Layered Reality prepares to launch its highly-anticipated Elvis Experience, we speak to its CEO about the business of wowing visitors
Zoos: Making a difference
Visiting zoos and aquaria inspires people to act more sustainably, finds a study from the University of Sheffield and Chester Zoo
Tourism: Vertical reality
From energy-generating viewing pods to world-class art installations, a new generation of vertical attractions is shaking up the scene. Dr Terry Stevens investigates
Merlin Entertainments’ Legoland Florida Resort has appointed Franceen Gonzales as its new park president, with responsibility for Legoland Florida Resort, Legoland Water Park, Peppa Pig Theme Park and Legoland Hotel.
Gonzales joins ahead of the opening of brand-new aquarium Sea Life Florida in Q3 this year, which she will also run. With 30 years of experience working for the attractions industry, she has served as park director at Six Flags Great Adventure and vice president of risk management at Great Wolf Resorts. Prior to joining Merlin, she was chief experience officer at waterpark manufacturer WhiteWater West.
Notable projects spearheaded by Gonzales at WhiteWater West include Royal Caribbean’s Perfect Day Island, featuring its inaugural cladded tower, AquaNick Resort in Riviera Maya, Mexico, with custom SpongeBob and PAW Patrol themes, and two major expansions of the highest-attended waterpark in Brazil.
“I’m excited to return to my roots in park operations and thrilled to continue the legacy of success at the world-class Legoland Florida Resort, alongside a dedicated team committed to delivering exceptional guest experiences,” said Gonzales.
“Stepping through the park, I rediscovered the sense of wonderment that both children and adults experience here. It’s truly special, and I feel deeply honoured to be joining this incredible team.”
Gonzales was appointed chair of ASTM International’s F24 committee for Amusement Rides and Devices in 2020 – the first female chair of the organisation, which writes the global technical safety standards for the industry. She’s also served on the Board of Directors for IAAPA (International Association of Amusement Parks and Attractions) twice, as well as on the board for the WWA (World Waterpark Association) and has held the position of chair of AIMS International (Amusement Industry Manufacturers and Suppliers).
In March 2024, Legoland Florida launched its Lego Ferrari Build and Race attraction, a new interactive experience which allows visitors to build and test Lego race cars.
What are your plans for your first year at Legoland Florida Resort? My focus will be to learn from the established team’s success. It’s crucial to build on the solid foundation laid out by past and present leaders, who possess a deep understanding of the resort’s strengths.
Community involvement is extremely important to me and I’m committed to strengthening our relationships with those around us.
Much of that involvement sprouts from partnerships with our charitable partners including Merlin Magic Wand Foundation and Give Kids The World Village, who collaborate to bring a ADA accessible Legoland play space inside the resort for critically ill children and their families to enjoy a magical weeklong vacation at no cost. This is the kind of support I’m excited to expand.
We’ll continue prioritising our employees by offering scholarships such as ‘Building Higher’ in partnership with Polk State College. This programme covers upfront tuition costs for our employees pursuing higher education, emphasising our commitment to educational advancement and community development.
What can visitors expect from Sea Life Florida when it opens? Sea Life Florida is designed to be every child’s inspirational guide to the ocean and to encourage them to be protectors of its creatures – we want to create a sense of amazing discovery by learning through engagement and interaction.
Guests will be immersed in exclusive theming that will be the first-of its kind for a Sea Life aquarium, discover marine life displays showcasing diversity and ecosystems and there will of course be educational materials and programmes to help teach children about marine life.
What are you most excited about in terms of Sea Life Florida? What I’m going to enjoy most is watching children and their families be wowed as they’re immersed in this underwater world and all of its magic.
Sea Life Florida will serve as an inspirational educational hub teaching visitors about Florida marine life and our conservation efforts.
I’m excited about revealing a new theming in one of our display areas – stay tuned for more on that in the coming months.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2024 issue 3
Multimedia: Sakchin Bessette
How did the team at Moment Factory go from designing visuals for raves to illuminating the Sagrada Familia and creating stage shows for Madonna? The co-founder shares the journey
Museums: Roll of honour
From the Rijksmuseum’s first family exhibition to a 4D experience that wows on a budget, we check out Museum + Heritage Award winners
Theme parks: Cecil Magpuri
Work has begun on the first Dragon Ball theme park, and it’s set to take theming to a whole new level, according to its designer
Museums: Rise up
Filled with colour, music, technology and storytelling, the John K Randle Center is a fitting celebration of Yoruban culture and history, says its architect Seun Oduwole
Experiences: Flight of fancy
Airbnb is diving into the world of immersive experiences with its new Icons initiative. What does this mean for attractions?
Immersive experience: Andrew McGuinness
As Layered Reality prepares to launch its highly-anticipated Elvis Experience, we speak to its CEO about the business of wowing visitors
Zoos: Making a difference
Visiting zoos and aquaria inspires people to act more sustainably, finds a study from the University of Sheffield and Chester Zoo
Tourism: Vertical reality
From energy-generating viewing pods to world-class art installations, a new generation of vertical attractions is shaking up the scene. Dr Terry Stevens investigates
San Antonio Zoo has reported a US$283 million economic impact for 2025, following a decade-
long transformation programme that has seen almost US$200 million invested into the Texas
attraction.
Plans for the AU$180 million redevelopment of Reef HQ Aquarium in Townsville, Australia, are
progressing, with the project set to transform the attraction into a global centre for reef
education and conservation.
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the
continental European Center Parcs business.
Disney has reaffirmed its commitment to investing US$30 billion in its US parks and cruise
business by 2033, using new America250 celebrations to underline the role its attractions play
in supporting jobs, tourism and economic growth.
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers
confirming the six-million-square-metre site will become a Global Village after the event closes.
The owner of one of Australia's best-known waterparks has acquired a major competitor,
creating a new attractions business spanning two of the country's largest visitor destinations.
The Toverland theme park in the Netherlands has announced a €98m expansion programme
that will add a resort, new attractions and staff facilities as it pursues plans to become a multi-
day destination.
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii
is preparing to open near the world-famous archaeological site in southern Italy.
Experience design company, BRC Imagination Arts, has completed a transition that sees founder
Bob Rogers pass ownership of the business to four long-serving senior executives, while
remaining actively involved with the company.
