Case Study #1 – Euro Disney, The First 100 Days
Ever since the first Disneyland was founded in 1955 in Anaheim, California, the Walt Disney Company had experienced nothing but success in the theme park business until its second oversea Disneyland – Euro Disney was opened in France in 1992. Following the success of the company’s first oversea Disneyland in Tokyo, Japan, on April 12, 1992, within its $4.4 billion budget, Euro Disney was opened in Marne-la-Vallee, France on a site that is one-fifth the size of Paris and just 20 miles to its west. Euro Disney was much like previous Disney theme parks with various of rides, attractions, hotels, restaurants, entertainment facilities, a campground, and even a championship golf course. In view of the management experience and success achieved of two native Disneylands and the Tokyo Disneyland, the Euro Disney was full of high hopes and expectations by the Disney managers. However, the Euro Disney has experienced numerous frustrations at the begining. It was not until November, 1995 when the Euro Disney for the first time announced its very first annual operating profit (“The History”, 2006). 2.0
Disney Theme Parks
Walt Disney Attractions consisted of theme parks, hotels and conference facilities, retail complexes, and other recreational properties. Disney theme parks are one of the most important factors that making up the revenues of all Walt Disney Attractions. In 1991, Disney theme parks contributed 71% of Walt Disney Attraction’s revenues while 21% are from hotels, and 8% are from other sources. There are several success factors of the Disney theme parks. First of all, Disney has been more than just a U.S. company but a cultural symbol of the America. The tradition of creative imagination which was from the personality of Walt Disney himself went closely with the “theme” of each Disney park and the unique experiences for each visitor. The rides and attractions in the parks were carefully...
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