Disney Parks Forcing Out Fun

“There’s really no secret about our approach … We’re always exploring and experimenting. We call it imagineering: the blending of creative and imagination with technical know-how.” — Walt Disney

Walt Disney’s idea of “imagineering” spawned a multibillion-dollar business, with enough theme parks and creative properties under its umbrella to make most entertainment companies pale in comparison. From Mickey Mouse to Pixar, Marvel, Star Wars, and ESPN, the list of properties under the Disney name seems endless.

As the Walt Disney Co. has evolved, the company has become a global entertainment powerhouse, but vaunted theme parks remain the cornerstone in America and around the world. In both California (Disneyland) and Florida (Disney World), the company’s destination attractions represent a legacy of wonder for American families. The American Dream has no greater representation than the work Walt put forth into building the various attractions.

As time marches on, the company is struggling to balance its original vision with the goal of maximizing profit, however. In doing so, Disney seems to be forcing out fun as a number of landmark rides are being shut down to make room for “Star Wars” attractions.

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The tentatively titled “Star Wars Land,” the largest expansion in the history of Disneyland, is set to begin in a few weeks. To make room for what will be a 14-acre set of attractions, new land has been purchased and several staples of the park will be closed permanently or modified to make room.

The Big Thunder ranch, barbecue, petting zoo, and jamboree will sunset permanently, while many attractions on the River of America will see a temporary shutdown. Additionally, Disney World in Orlando will shut down the Backlot Studio Tour, American Idol Experience, and the Osbourne Family Spectacle of Dancing Lights to make room for “Star Wars” properties.

It appears that Disney is reacting to popular trends instead of staying true to its roots as a symbol of the traditional slice of Americana. For families who dreamed of taking their children to a classic Disney theme park, “Star Wars” seems slightly off-beat.

One Disney expert views things in a different light.

Danny Cox, owner of DoctorDisney.com, spoke to LifeZette about the changes he’s seen through his perspective as a news aggregator. While some attractions may be missed, the company is merely staying in the lead of a very competitive market.

The most vocal opponents are misguided in their criticism, he said.

“They need to keep up with Universal and Six Flags and Hershey Park and the other theme parks of the world. Yes, Disney is leading the pack, but if they fail to bring in new things, they won’t be on top anymore,” said Cox.

Cox argues that the decision to fold “Star Wars” into the theme park strategy would not have run counter to Walt Disney’s original goals.

“Walt Disney had a grand vision for Disneyland and an even bigger one for Walt Disney World, but he never got to see it. He once said, ‘Disneyland will never be completed. It will continue to grow as long as there is imagination left in the world.’ That means ‘Star Wars.’ That means Marvel. That means ‘Avatar.’ Walt Disney was a businessman as well, and if he was alive today and had the chance to buy these huge commodities, he would have done it in a heartbeat,” Cox said.

Disney may be toeing the delicate line between business and imagination, but they are undoubtedly losing touch with the practical needs of their core family market in the process. It is increasingly difficult for the American family to visit Disney’s majestic parks, even on a healthy budget. Travel site Hipmunk estimates a four-night vacation ranging from $3,200 to almost $5,000, depending on the park.

Even if families are open to the changes underway, the bottom line represents a force of its own. Disney has acknowledged the expansion will result in rising tickets costs for entry, among other expenses, and this will easily force many families to forgo the chance to visit at all.

The move may be part of a more comprehensive strategy that attracts adult fans (the “force”) at the cost of losing a good chunk of the family demographic. As the new film breaks box office records for the third weekend in a row, older fans are salivating at the chance to hop aboard the Millennium Falcon and will certainly pay to do so, multiple times over.

The dedicated fan base of “Star Wars” certainly represents a moneymaker for Disney destination properties, so it’s understandable, even if it is a bit of a buzz kill for children. Walt Disney once said, “You’re dead if you aim only for kids. Adults are only kids grown up, anyway.”

Today’s adults — the great bulk of the diehard “Star Wars” fan base — were the target market for Disney’s theme parks when they were children. They may be grown up in years, but not in maturity, and they want it their way, even if it means pushing out a lot of the fun that was once reserved for kids.

“Saturday Night Live” hits the nail on the head every once in a while, as it did with its recent “Star Wars Toys Commercial,” in which adults are shown controlling kids’ action toys.

The narrator comments, sarcastically: “You control the force. You control the action.”

Disney theme parks knows who controls the force — the wallet, that is. And they’re acting on it, for better or worse.