Theme Parks & Themed Entertainment

“Creating Magic” reveals how the modern Magic Kingdom really operates

Jim Hill reviews Lee Cockerell’s new book, which recounts the many lessons that this Disney vet learned while he was the Executive Vice President in charge of Operations at the WDW Resort

Published

16 years ago

October 15, 2008

Jim Hill

If you want to know all about the Walt Disney Company’s past, there are lots of great books already on the market. Just in the past year, we’ve had David Koenig’s “Realityland: True-Life Adventures at Walt Disney World ,” Michael Barrier‘s “The Animated Man: A Life of Walt Disney ” and Neal Gabler’s “Walt Disney: The Triumph of the American Imagination .”

But if you want to know about how the modern Mouse House operates … Well, that’s where the stories start to get scarce. The closest that we’ve gotten to that type of tome lately is Charlie Ridgeway‘s “Spinning Disney’s World: Memories of a Magic Kingdom Press Agent.” And given that Mr. Ridgeway retired from WDW’s Publicity Department back in 1994, that book doesn’t exactly give you a truly up-to-date look at how Disney operates these days.

Which is what makes Lee Cockerell‘s book, “Creating Magic: 10 Common Sense Leadership Strategies from a Life at Disney ” (Doubleday Business, October 2008) such a fascinating read. You see, Lee — right up until he retired from the Company back in July of 2006 — was the Executive Vice President in charge of Operations at the Walt Disney World Resort. And if there was ever a person who could give you a really detailed look behind-the-curtain at the modern Magic Kingdom, it’s Mr. Cockerell.

Don’t believe me? Okay. Then let’s Lee describe what it was like to be a member of WDW management on September 11, 2001:

Being in Florida, we always had to be prepared for hurricanes, so we had a structure in place for responding to emergencies. As a result, on 9/11, once we received word about the horrible events that were unfolding, all relevant personnel knew exactly where to go and what to do, and we were able to make key decisions within half an hour: to mobilize buses and evacuate the fifty thousand people in the theme parks; to provide free hotel rooms for everyone who was stranded; to give cash and food vouchers to any Guest who needed money to eat; to suspend charges for phone calls to anywhere in the world; and to send costumed entertainers to occupy the frightened children.

Once the chaos subsided and the park re-opened, we faced new challenges because of the drastic decline in revenues and the uncertain future of tourism. We knew we’d have make structural changes quickly. The first decision was made by Al Weiss: We would not lay off a single person. We had to find other ways to cut costs.

Copyright Disney. All Rights Reserved

And with that, Lee skillfully shifts “Creating Magic” ‘s focus from being this you-are-there account of what 9/11 was like at Walt Disney World to what WDW officials then did to get that Resort through the next tough couple of months.

That’s what makes “Creating Magic” such an interesting book. Cockerell carefully selects the stories that he shares in this 272-page hardcover. Both for their great behind-the-scenes flavor as well as the lessons that can be learned from these particular tales. Take — for example — the yarn that this former WDW exec tells when he tries to get across how important it is to really listen to the questions that your customers are asking you:

Do you know what the most frequently asked question at Walt Disney World is? No, it’s not “Where is the nearest bathroom?” or “How do I get to the Magic Kingdom?” It’s “What time is the three o’clock parade?” You read that right: “What time is the three o’clock parade?” But it’s not a gag question, like “Who is buried in Grant’s tomb?” What the Guests really mean when they ask the question is: “What time does the three o’clock parade get to this location?” Because Disney leaders and Cast Members know their Guests so well, everyone is trained to expect the question, and no one laughs when it comes up. Instead, everyone will say something like “It passes by here at twelve minutes after three, and if you stand right over there, your child will have a great view of Cinderella.”

Copyright Disney. All Rights Reserved

“Creating Magic” is loaded with lots of great object lessons like this. Practical information that you can use both in your personal life as well as out in the business world.

Of course, if you’re just a hardcore Disneyana fan who’s jonesing for some new insights into the Company’s history, “Creating Magic” still comes highly recommended. I mean, where else are you going to learn about the real origin of pin trading at the Disney theme Parks?

In 1998, George Kalogridis, who was then VP of Epcot, traveled to the Winter Olympics in Nagano, Japan, with two of his colleagues to check out an exhibit that we thought could be adapted for use at Disney World. The Disney delegation liked the exhibit, but what really caught its attention were the hundreds of people trading Olympic pins. Because the traders were from all over the world, most of them couldn’t speak one another’s languages, but they were communicating perfectly through facial expressions and hand signals. And they weren’t trading just official Olympic pins but also corporate pins by companies like IBM, Coca-Cola, and Kodak.

Copyright Disney. All Rights Reserved

The rest is business history. The next year, when the millennium celebration opened at Epcot, our stores were stockpiled with pins of our own. That year, Disney sold about three million dollars’ worth of pin.

Or — for that matter — read truly heart-warming stories about how Cast Members really went the extra mile in order to make Guests happy?

When a little boy’s tooth fell out while he was in the park, his mother washed it off in the nearest drinking fountain. But she dropped it, and it slid down the drain. The child was disraught because the tooth fairy would not be visiting his pillow that night. But then, a Cast Member who had witnessed the scene called the maintenance department, and someone came and opened the drain. Still, the tooth was not to be found. So the Cast Members on the maintenance staff told the family to meet them at five at Guest Services, near the park exit. At the appointed time, they presented the tooth in a beautifully wrapped box and told the child that Tinker Bell had found it. In actuality, the maintenance team had made a fake tooth in their shop, but it looked real enough to fool the euphoric child. Needless to say, making fake teeth to please young children was not in the team’s job description. But going the extra mile is what people with character do. They are fully committed, meaning they’re prepared to go all the way.

Copyright 2007 Disney / Charles Fazzino. All Rights Reserved

Lee Cockrell’s willing to go all the way too, folks. Sharing all sorts of Disney-related stories that you’ve never ever heard before. Like what it was like to be at Euro Disney …

… on April 12, 1992, we threw an opening night party for ten thousand people. The food alone cost more than a million dollars. We had bought practically every strawberry and shrimp in Europe. It was a huge success, and everyone was thrilled with the great work we had done. We were all geared up and ready for the huge crowds that were forecast for the big opening.

But the crowds never came.

Copyright Disneyland Paris Resort. All Rights Reserved

I called it “the summer from Hades.” We had a wonderful theme park and great service, but business did not materialize as expected. Money was gushing out, and when revenues go down, stress goes up. Managers and executives were quitting, transferring, and getting fired left and right.

But every one of these stories that Cockerell shares has a point. Lee uses them as illustrate how anyone — through hard work and perservance — can then become a great leader. The sort of person who can inspire his fellow employees, delight his Company’s customers as well as achieve extraordinary success out in the business world.

So don’t make the mistake of thinking that “Creating Magic: 10 Common Sense Leadership Strategies from a Life at Disney” is just some dry, self-congratulatory how-to business book. There’s lots of great practical information to be found between these pages (EX: Alice Marriott‘s secret for making a really good chili? Use pinto beans instead of kidney beans). Not to mention tons of never-before-told stories from the guy who was — until just recently — in charge of Operations at …

… the largest tourist destination and one of the biggest convention sites in the world, its 25,000 acres include 32 hotels with more than 31,000 rooms, hundreds of dining and retail locations, four major theme parks, a sports and recreation complex, a shopping and entertainment village, and 167 miles of roadways. With its 59,000 Cast Members, it is the largest single-site employer in the world. And my job was to know exactly what was going on in every nook and cranny of that vast domain.

You wanna learn what Lee Cockerell learned while he was working at Walt Disney World ? Then go pick up a copy of “Creating Magic.”

Theme Parks & Themed Entertainment

Disney’s Forgotten Halloween Event: The Original Little Monsters on Main Street

Published

3 weeks ago

September 22, 2024

Jim Hill

When most Disney fans think of Halloween in the parks, they immediately picture Mickey’s Not-So-Scary Halloween Party at Walt Disney World or the Oogie Boogie Bash at Disneyland Resort. But before those events took over as the must-attend spooky celebrations, there was a little-known event at Disneyland called Little Monsters on Main Street. And its origins? Well, they go all the way back to the 1980s, during a time when America was gripped by fear—the Satanic Panic.

You see, back in the mid-1980s, parents were terrified that Halloween had become dangerous. Urban legends about drug-laced candy or razor blades hidden in apples were widespread, and many parents felt they couldn’t let their kids out of sight for even a moment. Halloween, which was once a carefree evening of trick-or-treating in the neighborhood, had suddenly become a night filled with anxiety.

This is where Disneyland’s Little Monsters on Main Street came in.

The Origins of Little Monsters on Main Street

Back in 1989, the Disneyland Community Action Team—later known as the VoluntEARS—decided to create a safe, nostalgic Halloween experience for Cast Members and their families. Many schools in the Anaheim area were struggling to provide basic school supplies to students, and the VoluntEARS saw an opportunity to combine a safe Halloween with a charitable cause. Thus, Little Monsters on Main Street was born.

This event was not open to the general public. Only Disneyland Cast Members could purchase tickets, which were initially priced at just $5 each. Cast Members could bring their kids—but only as many as were listed as dependents with HR. And even then, the park put a cap on attendance: the first event was limited to just 1,000 children.

A Unique Halloween Experience

Little Monsters on Main Street wasn’t just another Halloween party. It was designed to give kids a safe, fun environment to enjoy trick-or-treating, much like the good old days. On Halloween night in 1989, kids in costume wandered through Disneyland with their pillowcases, visiting 20 different trick-or-treat stations. They also had the chance to ride a few of their favorite Fantasyland attractions, all after the park had closed to the general public.

The event was run entirely by the VoluntEARS—about 200 of them—who built and set up all the trick-or-treat stations themselves. They arrived at Disneyland before the park closed and, as soon as the last guest exited, they began setting up stations across Main Street, Adventureland, Frontierland, Fantasyland, and Tomorrowland. The event ran from 7:30 to 9:30 p.m., and by the time the last pillowcase-wielding kid left, the VoluntEARS cleaned everything up, making sure the park was ready for the next day’s operations.

It wasn’t just candy and rides, though. The event featured unique entertainment, like a Masquerade Parade down Main Street, U.S.A., where kids could show off their costumes. And get this—Disneyland even rigged up a Cast Member dressed as a witch to fly from the top of the Matterhorn to Frontierland on the same wire that Tinker Bell uses during the fireworks. Talk about a magical Halloween experience!

The Haunted Mansion “Tip-Toe” Tour

Perhaps one of the most memorable parts of Little Monsters on Main Street was the special “tip-toe tour” of the Haunted Mansion. Now, Disneyland’s Haunted Mansion can be a pretty scary attraction for younger kids, so during this event, Disney left the doors to the Stretching Room and Portrait Gallery wide open. This allowed kids to walk through and peek at the Haunted Mansion’s spooky interiors without actually having to board the Doom Buggies. For those brave enough to ride, they could, of course, take the full trip through the Haunted Mansion—or they could take the “chicken exit” and leave, no harm done.

Growing Success and a Bigger Event

Thanks to the event’s early success, Little Monsters on Main Street grew in size. By 1991, the attendance cap had been raised to 2,000 kids, and Disneyland added more activities like magic shows and hayrides. They also extended the event’s hours, allowing kids to enjoy the festivities until 10:30 p.m.

In 2002, the event moved over to Disney California Adventure, where it could accommodate even more kids—up to 5,000 in its later years. The name was also shortened to just Little Monsters, since it was no longer held on Main Street. This safe, family-friendly Halloween event continued for several more years, with the last mention of Little Monsters appearing in the Disneyland employee newsletter in 2008. Though some Cast Members recall the event continuing until 2012, it eventually made way for Disney’s more public-facing Halloween events.

From Little Monsters to Mickey’s Not-So-Scary and Oogie Boogie Bash

Starting in the early 2000s, Disney began realizing the potential of Halloween-themed after-hours events for the general public. These early versions of Mickey’s Halloween Party and Mickey’s Halloween Treat eventually evolved into today’s Mickey’s Not-So-Scary Halloween Party and Oogie Boogie Bash. Unfortunately, this also marked the end of the intimate, Cast Member-exclusive Little Monsters event, but it paved the way for the large-scale Halloween celebrations we know and love today.

While it’s bittersweet to see Little Monsters on Main Street fade into Disney history, its legacy lives on through these modern Halloween parties. And even though Cast Members now receive discounted tickets to Mickey’s Not-So-Scary and Oogie Boogie Bash, the special charm of an event created specifically for Disney’s employees and their families remains something worth remembering.

**The Merch: A Piece of Little Monsters History**

For Disney collectors, the exclusive merchandise created for Little Monsters on Main Street is still out there. You can find pins, name tags, and themed pillowcases on sites like eBay. One of the coolest collectibles is a 1997 cloisonné pin set featuring Huey, Dewey, and Louie dressed as characters from Hercules. Other sets paid tribute to the Main Street Electrical Parade and Pocahontas, while the pillowcases were uniquely designed for each year of the event.

While Little Monsters on Main Street may be gone, it’s a fascinating piece of Disneyland history that played a huge role in shaping the Halloween celebrations we enjoy at Disney parks today.

Want to hear more behind-the-scenes stories like this? Be sure to check out I Want That Too, where Lauren and I dive deep into the history behind Disney’s most beloved attractions, events, and of course, merchandise!

Theme Parks & Themed Entertainment

The Story of Mickey’s Not-So-Scary Halloween Party: From One Night to a Halloween Family Tradition

Published

1 month ago

September 7, 2024

Jim Hill

The spooky season is already in full swing at Disney parks on both coasts. On August 9th, the first of 38 Mickey’s Not-So-Scary Halloween Party (MNSSHP) nights for 2024 kicked off at Florida’s Magic Kingdom. Meanwhile, over at Disney California Adventure, the Oogie Boogie Bash began on August 23rd and is completely sold out across its 27 dates this year.

Looking back, it’s incredible to think about how these Halloween-themed events have grown. But for Disney, the idea of charging guests for Halloween fun wasn’t always a given. In fact, when the very first Mickey’s Not-So-Scary Halloween Party debuted on October 31, 1995, it was a modest one-night-only affair. Compare that to the near month-long festivities we see today, and it’s clear that Disney’s approach to Halloween has evolved considerably.

A Not-So-Scary Beginning

I was fortunate enough to attend that very first MNSSHP back in 1995, along with my then 18-month-old daughter Alice and her mom, Michelle. Tickets were a mere $16.95 (I know, can you imagine?), and we pushed Alice around in her sturdy Emmaljunga stroller—Swedish-built and about the size of a small car. Cast Members, charmed by her cuteness, absolutely loaded us up with candy. By the end of the night, we had about 30 pounds of fun-sized candy bars, making that push up to the monorail a bit more challenging.

Mickey’s Halloween Treat 1996 – Photo: Disney

This Halloween event was Disney’s response to the growing popularity of Universal Studios Florida’s own Halloween hard ticket event, which started in 1991 as “Fright Nights” before being rebranded as “Halloween Horror Nights” the following year. Universal’s gamble on a horror-themed experience helped salvage what had been a shaky opening for their park, and by 1993, Halloween Horror Nights was a seven-night event, with ticket prices climbing as high as $35. Universal had stumbled upon a goldmine, and Disney took notice.

A Different Approach

Now, here’s where Disney’s unique strategy comes into play. While Universal embraced the gory, scare-filled world of horror, Disney knew that wasn’t their brand. Instead of competing directly with blood and jump-scares, Disney leaned into what they did best: creating magical, family-friendly experiences.

Thus, Mickey’s Not-So-Scary Halloween Party was born. The focus was on fun and whimsy, not fear. Families could bring their small children without worrying about them being terrified by a chainsaw-wielding maniac around the next corner. This event wasn’t just a Halloween party—it was an extension of the Disney magic that guests had come to expect from the parks.

Disney had some experience with seasonal after-hours events, most notably Mickey’s Very Merry Christmas Party, which had started in 1983. But the Halloween party was different, as the Magic Kingdom wasn’t yet decked out in Halloween decor the way it is today. Disney had to create a spooky (but not too spooky) atmosphere using temporary props, fog machines, and, of course, lots of candy.

A key addition to that first event? The debut of the Headless Horseman, who made his eerie appearance in Liberty Square, riding a massive black Percheron. It wasn’t as elaborate as the Boo-to-You Parade we see today, but it marked the beginning of a beloved Disney Halloween tradition.

A Modest Start but a Big Future

That first MNSSHP in 1995 was seen as a trial run. As Disney World spokesman Greg Albrecht told the Orlando Sentinel, “If it’s successful, we’ll do it again.” And while attendance was sparse that night, there was clearly potential. By 1997, the event expanded to two nights, and by 1999, Mickey’s Not-So-Scary Halloween Party had grown into a multi-night celebration with a full-fledged parade. Today, in 2024, it’s a staple of the fall season at Walt Disney World, offering 38 nights of trick-or-treating, character meet-and-greets, and special entertainment.

Universal’s Influence

It’s interesting to reflect on how Disney’s Halloween event might never have existed without the competition from Universal. Just as “The Wizarding World of Harry Potter” forced Disney to step up their game with “Star Wars: Galaxy’s Edge,” Universal’s success with Halloween Horror Nights likely spurred Disney into action with MNSSHP. The friendly rivalry between the two parks has continually pushed both to offer more to their guests, and we’re all better off because of it.

So the next time you find yourself trick-or-treating through the Magic Kingdom, watching the Headless Horseman gallop by, or marveling at the seasonal fireworks, take a moment to appreciate how this delightful tradition came to be—all thanks to a little competition and Disney’s commitment to creating not-so-scary magic.

For more Disney history and behind-the-scenes stories, check out the latest episodes of the I Want That Too podcast on the Jim Hill Media network.

History

The Evolution and History of Mickey’s ToonTown

Published

8 months ago

February 7, 2024

Jim Hill

Disneyland in Anaheim, California, holds a special place in the hearts of Disney fans worldwide, I mean heck, it’s where the magic began after all. Over the years it’s become a place that people visit in search of memorable experiences. One fan favorite area of the park is Mickey’s Toontown, a unique land that lets guests step right into the colorful, “Toony” world of Disney animation. With the recent reimagining of the land and the introduction of Micky and Minnies Runaway Railway, have you ever wondered how this land came to be?

There is a fascinating backstory of how Mickey’s Toontown came into existence. It’s a tale of strategic vision, the influence of Disney executives, and a commitment to meeting the needs of Disney’s valued guests.

The Beginning: Mickey’s Birthdayland

The story of Mickey’s Toontown starts with Mickey’s Birthdayland at Walt Disney World’s Magic Kingdom. Opened in 1988 to celebrate Mickey Mouse’s 60th birthday, this temporary attraction was met with such overwhelming popularity that it inspired Disney executives to think bigger. The idea was to create a permanent, immersive land where guests could step into the animated world of Mickey Mouse and his friends.

In the early ’90s, Disneyland was in need of a refresh. Michael Eisner, the visionary leader of The Walt Disney Company at the time, had an audacious idea: create a brand-new land in Disneyland that would celebrate Disney characters in a whole new way. This was the birth of Mickey’s Toontown.

Initially, Disney’s creative minds toyed with various concepts, including the idea of crafting a 100-Acre Woods or a land inspired by the Muppets. However, the turning point came when they considered the success of “Who Framed Roger Rabbit.” This film’s popularity and the desire to capitalize on contemporary trends set the stage for Toontown’s creation.

From Concept to Reality: The Birth of Toontown

In 1993, Mickey’s Toontown opened its gates at Disneyland, marking the first time in Disney Park history where guests could experience a fully realized, three-dimensional world of animation. This new land was not just a collection of attractions but a living, breathing community where Disney characters “lived,” worked, and played.

Building Challenges: Innovative Solutions

The design of Mickey’s Toontown broke new ground in theme park aesthetics. Imagineers were tasked with bringing the two-dimensional world of cartoons into a three-dimensional space. This led to the creation of over 2000 custom-built props and structures that embodied the ‘squash and stretch’ principle of animation, giving Toontown its distinctiveness.

And then there was also the challenge of hiding the Team Disney Anaheim building, which bore a striking resemblance to a giant hotdog. The Imagineers had to think creatively, using balloon tests and imaginative landscaping to seamlessly integrate Toontown into the larger park.

Key Attractions: Bringing Animation to Life

Mickey’s Toontown featured several groundbreaking attractions. “Roger Rabbit’s Car Toon Spin,” inspired by the movie “Who Framed Roger Rabbit,” became a staple of Toontown, offering an innovative ride experience. Gadget’s Go-Coaster, though initially conceived as a Rescue Rangers-themed ride, became a hit with younger visitors, proving that innovative design could create memorable experiences for all ages.

Another crown jewel of Toontown is Mickey’s House, a walkthrough attraction that allowed guests to explore the home of Mickey Mouse himself. This attraction was more than just a house; it was a carefully crafted piece of Disney lore. The house was designed in the American Craftsman style, reflecting the era when Mickey would have theoretically purchased his first home in Hollywood. The attention to detail was meticulous, with over 2000 hand-crafted, custom-built props, ensuring that every corner of the house was brimming with character and charm. Interestingly, the design of Mickey’s House was inspired by a real home in Wichita Falls, making it a unique blend of real-world inspiration and Disney magic.

Mickey’s House also showcased Disney’s commitment to creating interactive and engaging experiences. Guests could make themselves at home, sitting in Mickey’s chair, listening to the radio, and exploring the many mementos and references to Mickey’s animated adventures throughout the years. This approach to attraction design – where storytelling and interactivity merged seamlessly – was a defining characteristic of ToonTown’s success.

Executive Decisions: Shaping ToonTown’s Unique Attractions

The development of Mickey’s Toontown wasn’t just about creative imagination; it was significantly influenced by strategic decisions from Disney executives. One notable input came from Jeffrey Katzenberg, who suggested incorporating a Rescue Rangers-themed ride. This idea was a reflection of the broader Disney strategy to integrate popular contemporary characters and themes into the park, ensuring that the attractions remained relevant and engaging for visitors.

In addition to Katzenberg’s influence, Frank Wells, the then-President of The Walt Disney Company, played a key role in the strategic launch of Toontown’s attractions. His decision to delay the opening of “Roger Rabbit’s Car Toon Spin” until a year after Toontown’s debut was a calculated move. It was designed to maintain public interest in the park by offering new experiences over time, thereby giving guests more reasons to return to Disneyland.

These executive decisions highlight the careful planning and foresight that went into making Toontown a dynamic and continuously appealing part of Disneyland. By integrating current trends and strategically planning the rollout of attractions, Disney executives ensured that Toontown would not only capture the hearts of visitors upon its opening but would continue to draw them back for new experiences in the years to follow.

Global Influence: Toontown’s Worldwide Appeal

The concept of Mickey’s Toontown resonated so strongly that it was replicated at Tokyo Disneyland and influenced elements in Disneyland Paris and Hong Kong Disneyland. Each park’s version of Toontown maintained the core essence of the original while adapting to its cultural and logistical environment.

Evolution and Reimagining: Toontown Today

As we approach the present day, Mickey’s Toontown has recently undergone a significant reimagining to welcome “Mickey & Minnie’s Runaway Railway” in 2023. This refurbishment aimed to enhance the land’s interactivity and appeal to a new generation of Disney fans, all while retaining the charm that has made ToonTown a beloved destination for nearly three decades.

Dive Deeper into ToonTown’s Story

Want to know more about Mickey’s Toontown and hear some fascinating behind-the-scenes stories, then check out the latest episode of Disney Unpacked on Patreon @JimHillMedia. In this episode, the main Imagineer who worked on the Toontown project shares lots of interesting stories and details that you can’t find anywhere else. It’s full of great information and fun facts, so be sure to give it a listen!