Marketing Mistakes and Successes, 12th Edition

CHAPTER TEN

Euro Disney: Bungling a Successful Concept

With high expectations, Euro Disney opened just outside Paris in April 1992. Success seemed assured. After all, the Disneylands in Florida, California, and more recently, Japan, were all spectacular successes. But somehow all the rosy expectations became a delusion. The opening results cast even the future continuance of Euro Disney into doubt. How could what seemed so right be so wrong? What mistakes were made?

PRELUDE

Optimism

Perhaps a few early omens should have raised caution. Between 1987 and 1991, three $150 million amusement parks had opened in France with great fanfare. All had fallen flat, and by 1991 two were in bankruptcy. Now the Walt Disney Company was finalizing its plans to open Europe's first Disneyland early in 1992. This would turn out to be a $4.4 billion enterprise sprawling over 5,000 acres twenty miles east of Paris. Initially it would have six hotels and 5,200 rooms, more rooms than the entire city of Cannes, and lodging was expected to triple in a few years as Disney opened a second theme park to keep visitors at the resort longer.

Disney also expected to develop a growing office complex, this to be only slightly smaller than France's biggest, La Défense, in Paris. Plans also called for shopping malls, apartments, golf courses, and vacation homes. Euro Disney would tightly control all this ancillary development, designing and building nearly everything itself and eventually selling off the commercial ...