Despite this bleak picture, Michael Eisner, CEO of Walt Disney Co., remained optimistic about the venture: "Instant hits are things that go away quickly, and things that grow slowly and are part of the culture are what we look for. What we created in France is the biggest private investment in a foreign country by an American company ever. And it's gonna pay off."5 The Dawning Of Disney
After first attempting to start a commercial arts firm in 1917, Walt Disney, along with his partner Ub Iwerks, joined the Kansas City Film Ad Company, and began to learn the craft which would carry him to famecartooning. By 1919, Walt was making independent short cartoon ads for theatres. In 1920, Walt's brother Roy became a partner, and soon thereafter the group moved to Hollywood. There, they developed a standardized cast of cartoon characters, which were mass-produced using a large staff and artists working on a single easy-to-draw cartoon. The year 1928 saw the creation of "Mortimer Mouse," later renamed Mickey.
1 David Jefferson. "American Quits Chairman Post at Euro Disney," The Wall Street Journal (January 18, 1993), p. B1.
3 "Euro Disney: Waiting for Dumbo," The Economist (May 1, 1993), p. 74. 4 Peter Gumbel and Richard Turner. "Blundering Mouse: Fans like Euro Disney But Its Parents' Goofs Weigh the Park Down," The Wall Street Journal (March 10, 1994), p. A12. 5 Jefferson, "American Quits Chairman Post at Euro Disney," p. B1. 2 A15-99-0007
In 1955, Walt decided to send his entourage of characters into the real world, through the creation of Disneyland in Anaheim, California. Walt's Disneyland dream was to create a place where people from all over would be able to go for clean, safe fun, unlike the less-than-wholesome carnivals of the day. He wanted a place that would teach both young and old about America's heritage and about the diversity of the world.
Since July 17, 1955, Disneyland has stood as the icon of Walt's dreama park for family-type entertainment that would provide clean, safe fun. Cleanliness is a high priority. By 8 a.m., when the park opens, the cleaning crew will have mopped and hosed and dried every sidewalk, every street, and every floor and counter. This begins at 1 a.m., when more than 350 of the park's 7400 employees commence the daily cleanup routine. This routine includes using steam machines, razor scrapers, and mops towed by Cushman scooters to literally scour the streets and sidewalks in an effort to rid them of the chewing gum and other garbage left behind. Other examples of the emphasis placed on the small details include one person working a full eight-hour shift to polish the brass on the Fantasy merry-go-round; treating the meticulously manicured plantings throughout the park with growth-retarding hormones to keep the trees and bushes from spreading beyond their...