Disneyland’s Public Relations:

1. Disneyland’s Public Relations: Susan A. Stewart Advisor: Coral Ohl, Ph.D. California State University, Fullerton

2. Case Study Overview • Disneyland – The Legend and the Dream • The Walt Disney Company Today • Columbia Ship Accident, 1998 • Roger Rabbit Accident, 2000 • Disney’s Public Relations Change • Disney’s Safety Campaign – Phase I • Disney’s Safety Campaign – Phase II • Big Thunder Mountain Accident, 2003 • Disneyland & The Page Principles • Conclusion • Questions • Exhibits I-III

3. “I think what I want Disneyland to be most of all is a happy place - where adults and children can experience together some of the wonders of life, of adventure, and feel better because of it.” — WALT DISNEY

4. Disneyland Statistics • Established July 1955 • Located in Anaheim, California • Open 365 days a year • 21,000 employees – known as cast members • 60 rides and attractions • 450 million visitors since opening day

5. 1964 – Mark Maples, 15 Matterhorn A friend removed his seatbelt and he fell out of the bobsled - died. 1966 – Guy Cleveland, 19 Monorail Hit after sneaking into the park – died. 1967– Rick Yarna, 17 People Mover Jumped from car to car – died.  1973 – Bogden De Laurot, 18 Tom Sawyers Island Tried to swim to shore – drowned. 1980 – Gerardo Gonzales,18 People Mover Tried to climb from one car to the next – died. 1983 – Philip Staughan, 18 Rivers of America – Tom Sawyer Island Thrown from a maintenance boat while joy riding – drowned.  1984 – Dolly Young, 47 Matterhorn Thrown from her bobsled while not wearing a seat belt – died. Prior History of Fatal Accidents at Disneyland

6. Columbia Ship Accident, 1998 • Disneyland cleaned accident site before police or investigators arrived • Disneyland did not take accountability for accident – blamed it on employee • Disneyland did not put public at ease • Disneyland hid the truth to protect image

7. Roger Rabbit Accident, 2000 • Disneylandcooperated with investigators, but did not accept responsibility for accident • Disneyland tried to put blame on victim and victim’s parents • There was no press conference, no apology nor any empathy statement from Disneyland • No statement to make public feel safe • Disneyland publicly argued with the state’s findings

8. DisneyImplemented a Public Awareness Campaign • Information from Disneyland to inform guests about safety within the park • Discussed Disneyland safety and training statistics to show concern about safety • Endorsed a safety partnership between Disneyland and their visitors – both are responsible for safety

9. Disney Launches Safety Campaign • Hired heavy hitter to run Strategic Communication division at Disney • Created a Chief Safety Officer position • Touted Safety Officer duties to public • Implemented a successful Safety Campaign with press releases, fact sheets, website info, trading pins for kids • It was brilliant Public Relations

10. Disney Posted Quality Standards SAFETY COURTESY SHOW EFFICIENCY

11. Wild About Safety Education Campaign May 2003 • 12-18 mo. campaign • Children’s activity books • Theme park guide maps • Brochures summarizing 12 safety messages • Audio safety reminders in five different languages • 12 trading pins • 12 Safety Tip Cards • Menus for guestsunder age 12

12. Big Thunder Mountain Accident, 2003Disney’s New & Improved Public Relations • Disneyland immediately informed authorities • Disneyland held press conferences to discuss accident • Disneyland set up a toll-free number for the public to obtain information about the victims • Disneyland President called it a “tragic accident” • Disneyland took full accountability – didn’t pass blame • Michael Eisner held a press conference and publicly empathized with the victims and their families – and insured the public that Disneyland was supporting state and local authorities to find out what went wrong

13. The Page Principles • Tell the truth • Prove it with action • Listen to the customer • Manage for tomorrow • Conduct public relations as if the whole company depends on it • Remain calm, patient and good-humored

14. The Happiest Place on Earth • “To all who come to this happy place; welcome. Disneyland is your land. Here age relives fond memories of the past…and here youth may savor the challenge and promise of the future. Disneyland is dedicated to the ideals, the dreams and the hard facts that have created America…with the hope that it will be a source of joy and inspiration to all the world.” – Walt Disney