L.L. Bean has plans for 700-acre theme park in Freeport

[Sam]

Tuesday, 05 June 2007

Freeport, MAINE - L.L. Bean plans to develop a 700-acre outdoor adventure center in Freeport, with the goal of creating a national recreation destination.

Visitors might hike, bike, play golf or cross-country ski on the site off Desert Road, or go kayaking, seal watching or fishing in nearby Casco Bay. Then they could eat and stay the night on the property.
The company also hopes these visitors would stop by the flagship store and buy products and services to help them enjoy the activities. No development costs, visitor projections or employment estimates are being publicly discussed at this point. Still, the project represents a major undertaking and expansion of strategic direction for Bean, a family-owned company with net revenue last year of $1.5 billion. Roughly 3 million people walk through the Freeport stores every year, making L.L. Bean Maine's second most popular tourism destination behind Acadia National Park.

In recent years, Bean has branched out into recreation through its Outdoor Discovery Schools. A destination adventure center such as the one being discussed would propel Bean from being a store, mail-order retailer and a brand into a full-fledged outdoor experience, the company said Monday. It's quite a stepping out for us," said Carolyn Beem, a Bean spokeswoman. "But it's something we think is exciting and can really take off." Bean is on a fast track to make the project happen. It plans to pick finalists early next month to submit proposals for how to develop the project.

It wants to see the theme park operating within three years. "It is an aggressive timetable," Beem said. "But if we're going to do it, let's do it. It's where we want to position ourselves." Bean operates seven full-price retail stores and 14 outlets on the East Coast. It plans to open 35 more full-price stores within five years, and future stores also could be linked to outdoor adventure centers in other states, Beem said.

In developing its vision, Bean didn't draw inspiration from retail competitors, according to Brad Kauffman, senior vice president for strategic planning. Rather, it saw an opportunity to capitalize on the broader trend of experiential tourism. "This is consistent with what we think people want in terms of travel and vacation," Kauffman said.
Details of Bean's plan are contained in a confidential document that asks an undisclosed number of national hotel development companies to spell out their qualifications for handling such a project. Blethen Maine Newspapers obtained a copy of the request, and Bean agreed to discuss it Monday.

Here's a summary: The company wants to develop an outdoor adventure center with lodging and dining on 700 acres it owns at the corner of Desert Road and Interstate 295. A 9-hole golf course currently operates on part of the site. The course could be integrated, redeveloped or removed, depending on the final shape of the project. Bean is considering a variety of activities, including hiking, biking, camping, orienteering, climbing walls and skating.

"The overarching goal," the company wrote, "is to expand our relationship with our customers, enhance the customer experience (with Bean) and draw more customers to L.L. Bean's flagship store in Freeport, Maine, for a fuller experience of the brand." Bean is asking hotel development companies to help it with some of the marketing research, design and development, and management of daily operations. Bean doesn't want to operate a hotel and related facilities. A developer would have to finance and own the buildings; Bean would offer a long-term lease on its land and plans to achieve "a reasonable financial return."

As a concept, Bean envisions a "family-friendly outdoor adventure attraction with lodging amenities under something similar to a theme park operating model ..." The lodging facility could be branded as L.L. Bean, or could be independently or nationally branded with a Bean reference.

"The Desert Road Project must fit with the L.L. Bean brand image and support retail sales; therefore, outdoor-oriented amenities and facilities are critical," the document says. Bean's Outdoor Discovery Schools program has a service that allows visitors to walk into the store and sign up for lessons to fly cast or paddle a sea kayak, for example.These activities are very popular, according to Kauffman, and Bean has found they generate good customers who buy products. Creating an adventure center where people can stay and participate in these and other outdoor activities takes the formula to a higher level, he said.

A Bean-branded outdoor adventure center also would help Freeport broaden its appeal and economic development efforts. The town is world-known as a shopping destination, but it has recently begun an effort to get more people to stay and do other things. "It would make Freeport an even more attractive place to visit," said Steve Lyons, marketing director at the Maine Office of Tourism.

"Freeport could be turned into an outdoor destination, rather than just a place to shop." That view was echoed by Dick Collins, executive director of the Freeport Merchants Association. Bean's project would just make the town a more attractive place to visit, he said. Bean makes it clear in its request document that it reserves the right to revise or terminate the process and timeline. It's a complex mix of lodging, real estate development and recreational activities, Kauffman said, so the company needs to assemble the right team of consultants and developers to make it happen. The company issued its request late last month, but declined to say which firms received copies. It plans to pick finalists on June 29, and invite them to respond to a formal request for proposals on July 6.


Source: MaineToday.com