Case Study: Brawl in Mickey's Backyard

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Case Study: Brawl in Mickey’s Backyard
Karen Ramsey
Instructor: LaVonne Baker Lee
November 19, 2012

Case Study: Brawl in Mickey’s Backyard
A fight was fought between SunCal and the city council of Anaheim, California for the right to build affordable housing in “Mickey’s backyard”. “In the early 1990s, the city had designated two square miles adjacent to Disneyland as a special resort district,” (Lawrence, A. 2010). SunCal bought 26 acres in the two mile radius set aside for resort and tourism with the idea of building condominiums and making 15 percent of them for below-market renters. The city of Anaheim opposed this idea. This paper will define the relevant market and non-market stakeholders and will provide a possible resolution to the fight for affordable housing. The relevant market, or primary, stakeholders involved in this fight are the developer- SunCal, the workers at Disneyland, and Disneyland itself. “Market stakeholders are those that engage in economic transactions with the company as it carries out its primary purpose of providing society with goods and services,” (2010). Non-market stakeholders are those who are not directly involved with the companies who are disagreeing with other. “The city council, people of Anaheim and the affordable housing advocates are the relevant non market stakeholders in this case,” (Charles, J. 2012). These are the people who will have a great impact on the outcome of this fight but have no direct contact with the business. The resolution to this fight would be for SunCal; or the city of Anaheim, to buy property outside the resort district and build affordable housing within the city limits and close by Disneyland for the sake of the employees who have a long drive to work. This would keep the tourism and the resort intact and would make affordable housing available that Disney employees could afford. Building a positive relationship between business and stakeholders both market and non-market...
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