Disney Case Essay

8342 Words Oct 14th, 2015 34 Pages
UVA-BC-0177

THE THIRD BATTLE OF BULL RUN:
THE DISNEY’S AMERICA THEME PARK (A)
When you wish upon a star, makes no difference who you are. Anything your heart desires will come to you. If your heart is in your dreams, no request is too extreme. . . .
—Jiminy Cricket
On September 22, 1994, Michael Eisner, CEO of the Walt Disney Company, one of the most powerful and well-known media conglomerates in the world, stared out the window of his
Burbank office, contemplating the current situation surrounding the Disney’s America theme park. Ever since November 8, 1993, when the Wall Street Journal first broke the news that
Disney was planning to build a theme park near Washington, DC, ongoing national debate over the location and concept of the
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It was written as a basis for class discussion rather than to illustrate effective or ineffective handling of an administrative situation. Copyright  2001 by the University of Virginia Darden School
Foundation, Charlottesville, VA.
All rights reserved.
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UVA-BC-0177

and regional transportation officials authorized $130 million in local roads to serve it. It appeared very likely that the project would win final zoning approval in October. At the state level, Virginia Governor George Allen continued his strong support of the park’s development.
Over the past three weeks, however, Eisner had been ruminating over a phone call he received in late August from John Cooke, president of the Disney Channel since 1985. While
Cooke had no responsibility for Disney’s America, he had more experience in the Washington,
DC political scene than any other of Disney’s highest-ranking managers and was one of Eisner’s most trusted executives. Cooke was not encouraging about the park’s prospects. Quite familiar with many of the park’s opponents, he believed they would not give up the fight under any circumstances. Given the anti-Disney

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