Merlin Entertainment buys Underwater Adventures at Mall of America

Posted Friday, December 12, 2008 9:43 AM | Contributed by Jeff

Merlin Entertainment Group, a British operator of tourist attractions such as Legoland and Madame Tussauds, is the new owner of the Underwater Adventures aquarium at the Mall of America. The purchase price was not disclosed in today's announcement. Merlin said it plans to spend about $5 million to improve Underwater Adventures.

Read more from The Star Tribune.

Friday, December 12, 2008 9:51 AM
Jeff's avatar

If you've never checked this out, I think it's well worth it. They seem to have a guy in a shark suit most of the time and a helper passing out coupons, so you generally don't have to pay full price.

What's interesting to me is also the attraction design, because it's designed to move people. I mean, it's a people mover through a glass tube. Not that you can't go through it a second time, or back track a little, but by design it keeps people moving.

I'm surprised to hear it wasn't profitable. Perhaps they've found the right pricing and marketing mix.

Jeff - Editor - - My Blog - Twitter - Video

Friday, December 12, 2008 10:13 AM
Fun's avatar

The whole idea seems a little fishy to me.

Saturday, December 13, 2008 11:32 PM

Agreed with Jeff. It is definitely worth visiting if you are going to MOA.

The cool thing is that you pay once price and can keep visiting it over and over in the same day. That works out good since you can hit the mall or the theme park and keep making return visits.

My favorite MJ tune: "Billie Jean" which I have been listening to alot now. RIP MJ.


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