Driving Growth at LEGOLAND Discovery Center Bay Area

How localized campaigns, content, and guest experiences supported revenue and visitation growth at LEGOLAND Discovery Center Bay Area

01 — Overview

A LEGOLAND Discovery Center opening in the Bay Area was full of promise, but because it launched at the start of the global pandemic, it was forced to shut down.

As the world reopened and families began looking for places to bring their kids, the opportunity was clear. We needed to build awareness and establish the attraction as a go-to destination.

I led localized marketing initiatives to drive visitation, increase revenue, and enhance the overall guest experience within a global brand framework. While the LEGO brand brought people to the door, the experience is what drives them to return and share it with others.

My role focused on translating national campaigns into locally relevant experiences through integrated campaigns, partnerships, and local media and community engagement, ensuring the brand connected meaningfully with families in the Bay Area.

02 — Approach

I approached this work by treating marketing as a connected experience, where global strategy was adapted to resonate with local audiences.

This meant translating brand-led campaigns into locally relevant initiatives through integrated marketing, partnerships, media, and events. I focused on ensuring that each touchpoint, from campaign messaging to on-site experience, felt cohesive and aligned with both brand and business goals.

03 — Execution

Localized Campaigns
Developed and executed marketing initiatives tailored to the Bay Area audience, including media alerts, promotional assets, and localized campaign adaptations that strengthened global brand initiatives and improved local relevance.

Media & Community Partnerships
Built relationships with local media and community organizations to amplify campaigns, increase visibility, and strengthen brand trust within the local market.

Experiences
Planned and supported seasonal events, adult nights, and influencer engagements, that enhanced the guest experience and encouraged repeat visitation.

Content & Communications
Produced video content and internal communications, including the “In the Bay Where We Play” newsletter to improve internal alignment across teams and ensure consistent execution.

04 — Results

• 🎯 Strengthened campaign performance through localized execution

• 🤝 Strengthened brand credibility through local partnerships

• 📣 Increased brand awareness, contributing to higher visitation and revenue

• 🎉 Enhanced guest experience through more engaging activations

• 🧩 Improved internal alignment across teams

05 — Impact

This work demonstrated how localized, experience-driven marketing can directly influence both guest engagement and business performance.

By bridging global strategy with local execution, I helped create more relevant, cohesive, and engaging brand experiences. Through partnerships with trusted local organizations and brands, we strengthened credibility and positioned the attraction as a go-to destination for families.