Disney World Marketing
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When Walt Disney opened an amusement park in the middle of Southern California orange groves in 1955, he changed the way that Americans, and the world, viewed such entertainment. Once the domain of carnival hucksters, amusement parks underwent a significant makeover at the hands of the head of the Disney Studios. Through shrewd marketing, including a tie-in to a national television program, Disney successfully marketed Disneyland as a unique entertainment experience and made his theme park world famous. In the mid-1960s, plans were made for a second park, this one located in Florida, which was significant larger than the Anaheim park and which opened in the early 1970s. A third theme park opened in the 1980s in Tokyo, and a fourth in Europe in the early 1990s. The company also operates resorts at each of the theme park sites (with the exception of Tokyo). A cruise line was launched in 1998, and the company owns ABC/Capital Cities television, once the third largest network in the nation, but now a network which is struggling to avoid slipping behind Fox and becoming fourth. Having survived significant personnel changes in the early 1990s, including the sudden death of Frank Wells and well-publicized departures of Jeffrey Katzenberg and Michael Ovitz, the company is no longer one which its founder would recognize. This research considers whether the new Disney, and specifically the Disney theme park operation, offers an attractive employment opportunity.
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("Orange County Bar" 0959).
Disney is also one of the leading American companies which offers health benefits to same-sex partners of employees, and which sponsored the television show, "Ellen," which featured a lesbian lead. In addition, the company accepts (but does not sponsor) "gay" days at both Disneyland and Walt Disney World, where gay organizations rent the park for the evening for a private party. Although some in the entertainment industry find Disney's attitude enlightened and progressive, at least one religious group, the Southern Baptists, did not. The Baptists organized a boycott against Disney which targeted the company's television products, video products, theme parks and sport teams; in short, all of the company's operations. Despite the highly publicized boycott, the company has maintained its policies ("The Damnation" 26).
Current Ownership and Organizational Structure
Disney owns and operates only two of the four theme parks currently bearing its name. Both of the parks in the United States are owned outright by Disney. The Walt Disney World destination resort is located on approximately 29,900 acres of land owned by the company 15 miles southwest of Orlando, Florida. The resort includes four theme p
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Approximate Word count = 3814
Approximate Pages = 15 (250 words per page)
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