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.”

History

The Evolution and History of Mickey’s ToonTown

Published

6 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!

History

Unpacking the History of the Pixar Place Hotel

Published

6 months ago

January 30, 2024

Jim Hill

Pixar Place Hotel, the newly unveiled 15-story tower at the Disneyland Resort, has been making waves in the Disney community. With its unique Pixar-themed design, it promises to be a favorite among visitors.

However, before we delve into this exciting addition to the Disneyland Resort, let’s take a look at the fascinating history of this remarkable hotel.

The Emergence of the Disneyland Hotel

To truly appreciate the story of the Pixar Place Hotel, we must turn back the clock to the early days of Disneyland. While Walt Disney had the visionary ideas and funding to create the iconic theme park, he faced a challenge when it came to providing accommodations for the park’s visitors. This is where his friend Jack Wrather enters the picture.

Jack Wrather, a fellow pioneer in the television industry, stepped in to assist Walt Disney in realizing his dream. Thanks to the success of the “Lassie” TV show produced by Wrather’s company, he had the financial means to build a hotel right across from Disneyland.

The result was the Disneyland Hotel, which opened its doors in October 1955. Interestingly, the early incarnation of this hotel had more of a motel feel than a hotel, with two-story buildings reminiscent of the roadside motels popular during the 1950s. The initial Disneyland Hotel consisted of modest structures that catered to visitors looking for affordable lodging close to the park. While the rooms were basic, it marked the beginning of something extraordinary.

The Evolution: From Emerald of Anaheim to Paradise Pier

As Disneyland’s popularity continued to soar, so did the demand for expansion and improved accommodations. In 1962, the addition of an 11-story tower transformed the Disneyland Hotel, marking a significant transition from a motel to a full-fledged hotel.

The addition of the 11-story tower elevated the Disneyland Hotel into a more prominent presence on the Anaheim skyline. At the time, it was the tallest structure in all of Orange County. The hotel’s prime location across from Disneyland made it an ideal choice for visitors. With the introduction of the monorail linking the park and the hotel, accessibility became even more convenient. Unique features like the Japanese-themed reflecting pools added to the hotel’s charm, reflecting a cultural influence that extended beyond Disney’s borders.

Japanese Tourism and Its Impact

During the 1960s and 1970s, Disneyland was attracting visitors from all corners of the world, including Japan. A significant number of Japanese tourists flocked to Anaheim to experience Walt Disney’s creation. To cater to this growing market, it wasn’t just the Disneyland Hotel that aimed to capture the attention of Japanese tourists. The Japanese Village in Buena Park, inspired by a similar attraction in Nara, Japan, was another significant spot.

These attractions sought to provide a taste of Japanese culture and hospitality, showcasing elements like tea ceremonies and beautiful ponds with rare carp and black swans. However, the Japanese Village closed its doors in 1975, likely due to the highly competitive nature of the Southern California tourist market.

The Emergence of the Emerald of Anaheim

With the surge in Japanese tourism, an opportunity arose—the construction of the Emerald of Anaheim, later known as the Disneyland Pacific Hotel. In May 1984, this 15-story hotel opened its doors.

What made the Emerald unique was its ownership. It was built not by The Walt Disney Company or the Oriental Land Company (which operated Tokyo Disneyland) but by the Tokyu Group. This group of Japanese businessmen already had a pair of hotels in Hawaii and saw potential in Anaheim’s proximity to Disneyland. Thus, they decided to embark on this new venture, specifically designed to cater to Japanese tourists looking to experience Southern California.

Financial Challenges and a Changing Landscape

The late 1980s brought about two significant financial crises in Japan—the crash of the NIKKEI stock market and the collapse of the Japanese real estate market. These crises had far-reaching effects, causing Japanese tourists to postpone or cancel their trips to the United States. As a result, reservations at the Emerald of Anaheim dwindled.

To adapt to these challenging times, the Tokyu Group merged the Emerald brand with its Pacific hotel chain, attempting to weather the storm. However, the financial turmoil took its toll on the Emerald, and changes were imminent.

The Transition to the Disneyland Pacific Hotel

In 1995, The Walt Disney Company took a significant step by purchasing the hotel formerly known as the Emerald of Anaheim for $35 million. This acquisition marked a change in the hotel’s fortunes. With Disney now in control, the hotel underwent a name change, becoming the Disneyland Pacific Hotel.

Transformation to Paradise Pier

The next phase of transformation occurred when Disney decided to rebrand the hotel as Paradise Pier Hotel. This decision aligned with Disney’s broader vision for the Disneyland Resort.

While the structural changes were limited, the hotel underwent a significant cosmetic makeover. Its exterior was painted to complement the color scheme of Paradise Pier, and wave-shaped crenellations adorned the rooftop, creating an illusion of seaside charm. This transformation was Disney’s attempt to seamlessly integrate the hotel into the Paradise Pier theme of Disney’s California Adventure Park.

Looking Beyond Paradise Pier: The Shift to Pixar Place

In 2018, Disneyland Resort rebranded Paradise Pier as Pixar Pier, a thematic area dedicated to celebrating the beloved characters and stories from Pixar Animation Studios. As a part of this transition, it became evident that the hotel formally known as the Disneyland Pacific Hotel could no longer maintain its Paradise Pier theme.

With Pixar Pier in full swing and two successful Pixar-themed hotels (Toy Story Hotels in Shanghai Disneyland and Tokyo Disneyland), Disney decided to embark on a new venture—a hotel that would celebrate the vast world of Pixar. The result is Pixar Place Hotel, a 15-story tower that embraces the characters and stories from multiple Pixar movies and shorts. This fully Pixar-themed hotel is a first of its kind in the United States.

The Future of Pixar Place and Disneyland Resort

As we look ahead to the future, the Disneyland Resort continues to evolve. The recent news of a proposed $1.9 billion expansion as part of the Disneyland Forward project indicates that the area surrounding Pixar Place is expected to see further changes. Disneyland’s rich history and innovative spirit continue to shape its destiny.

In conclusion, the history of the Pixar Place Hotel is a testament to the ever-changing landscape of Disneyland Resort. From its humble beginnings as the Disneyland Hotel to its transformation into the fully Pixar-themed Pixar Place Hotel, this establishment has undergone several iterations. As Disneyland Resort continues to grow and adapt, we can only imagine what exciting developments lie ahead for this iconic destination.

If you want to hear more stories about the History of the Pixar Place hotel, check our special edition of Disney Unpacked over on YouTube.

Stay tuned for more updates and developments as we continue to explore the fascinating world of Disney, one story at a time.

History

From Birthday Wishes to Toontown Dreams: How Toontown Came to Be

Published

6 months ago

January 14, 2024

Jim Hill

In the latest release of Episode 4 of Disney Unpacked, Len and I return, joined as always by Disney Imagineering legend, Jim Shull. This two-part episode covers all things Mickey’s Birthday Land and how it ultimately led to the inspiration behind Disneyland’s fan-favorite land, “Toontown”. But let’s not get ahead of ourselves here. It all starts in the early days at Disneyland.

Early Challenges in Meeting Mickey

Picture this: it’s the late 1970s and early 1980s, and you’re at Disneyland. You want to meet the one and only Mickey Mouse, but there’s no clear way to make it happen. You rely on Character Guides, those daily printed sheets that point you in Mickey’s general direction. But let’s be honest, it was like finding a needle in a haystack. Sometimes, you got lucky; other times, not so much.

Mickey’s Birthdayland: A Birthday Wish that Came True

Fast forward to the late 1980s. Disney World faced a big challenge. The Disney-MGM Studios Theme Park was under construction, with the company’s marketing machine in full swing, hyping up the opening of Walt Disney World’s third theme park, MGM Studios, in the Spring of 1989. This extensive marketing meant that many people were opting to postpone their family’s next trip to Walt Disney World until the following year. Walt Disney World needed something compelling to motivate guests to visit Florida in 1988, the year before Disney MGM Studios opened.

Enter stage left, Mickey’s Birthdayland. For the first time ever, an entire land was dedicated to a single character – and not just any character, but the mouse who started it all. Meeting Mickey was no longer a game of chance; it was practically guaranteed.

The Birth of Birthdayland: Creative Brilliance Meets Practicality

In this episode, we dissect the birth of Mickey’s Birthdayland, an initiative that went beyond celebrating a birthday. It was a calculated move, driven by guest feedback and a need to address issues dating back to 1971. Imagineers faced the monumental task of designing an experience that honored Mickey while efficiently managing the crowds. This required the perfect blend of creative flair and logistical prowess – a hallmark of Disney’s approach to theme park design.

Evolution: From Birthdayland to Toontown

The success of Mickey’s Birthdayland was a real game-changer, setting the stage for the birth of Toontown – an entire land that elevated character-centric areas to monumental new heights. Toontown wasn’t merely a spot to meet characters; it was an immersive experience that brought Disney animation to life. In the episode, we explore its innovative designs, playful architecture, and how every nook and cranny tells a story.

Impact on Disney Parks and Guests

Mickey’s Birthdayland and Toontown didn’t just reshape the physical landscape of Disney parks; they transformed the very essence of the guest experience. These lands introduced groundbreaking ways for visitors to connect with their beloved characters, making their Disney vacations even more unforgettable.

Beyond Attractions: A Cultural Influence

But the influence of these lands goes beyond mere attractions. Our episode delves into how Mickey’s Birthdayland and Toontown left an indelible mark on Disney’s culture, reflecting the company’s relentless dedication to innovation and guest satisfaction. It’s a journey into how a single idea can grow into a cherished cornerstone of the Disney Park experience.

Interested in learning about Jim Shull’s original idea for a Winnie the Pooh ride? Here’s concept art of the attraction proposed for the original Toontown in Disneyland. More on [Disney Unpacked].

Unwrapping the Full Story of Mickey’s Birthdayland

Our two-part episode of Disney Unpacked is available for your viewing pleasure on our Patreon page. And for those seeking a quicker Disney fix, we’ve got a condensed version waiting for you on our YouTube channel. Thank you for being a part of our Disney Unpacked community. Stay tuned for more episodes as we continue to “Unpack” the fascinating world of Disney, one story at a time.