Disney's America Case Study

Disney’s America Case Study

Eisner faces fairly large issues to contend with from both the public and government relations. As government is one of the most powerful economic stakeholders for companies. In an effort to “play the game” Disney will have to figure out how to continue to win with the governmental issues at play while getting to the bottom of the issues of the groups that oppose Disney’s America.  

They have made promises to the governor (seated and elect) to bring in much needed new business growth to an area. Based on these promises, Governor elect Allen went out on a limb and advocated on behalf of Disney. Mr. Eisner also has to consider how important the Disney’s America deal is in the context of the other projects and parks that Disney needs to maintain political relationships with. A misstep with the government could cost them some much needed relationships in Washington, while ignoring public opinion could be detrimental to the reputation of the Disney brand that could affect the existing franchises, including film, stage, theme parks and retail. Eisner faces a difficult decision that could have catastrophic consequences for Disney either way. To their advantage, it looks like Disney had most of the government powers that be on their side. Their main opposition cam at the hands

Disney is vulnerable on many fronts with this proposed project. The state of Virginia is the site of many historical battles in American history and while the American people welcome an educational experience, they also fear a company coming in and telling that story in a way that is unbalanced and in some cases too factual, at least as it comes to slavery and other less than glamorous parts of American history. Disney needs to launch a campaign that demonstrates that Disney’s America Park will not destroy the national landmarks. Instead, the park would cater to families with small children that need a more accessible educational, entertainment option with the understanding that their park will actually grow tourism visits to the landmarks. The Anti Disney activists, along with some out of context words from Eisner, fed on the public’s fear that Disney was not able to present an accurate depiction of American History without distorting facts or traumatizing children. To put these fears to rest, Disney should create an installation in a local attraction, such as a mall or shopping center, a small sample of an installation. This should also have the input of the historians that they intend to consult on the project ot create an accurate depiction of a moment in history that is both accurate and family friendly.

The local community, while intrigued by the idea of more local jobs, also realized that many of the jobs would be low paying jobs that are not going to be a great option for those middle class workers commuting out of the city to their better paying jobs. In fact, the traffic that would arise from the construction of the park and the traffic to and from the theme park would be a direct hindrance on their ability to commute on the already congested highway. Disney needs to demonstrate to these residents that there will be management jobs at the park that will be open and available to the local community. They should also release the studies that were conducted that showed that their day to day commutes into the office will not be negatively impacted.

Disney must do some public relations outreach to the public. Since abandoning the project is not a viable option without damaging relationships with the local government officials, the only other option is to turn public opinion in their favor. The Anti-Disney groups are able to turn public opinion against Disney, so they must reach out to some of the groups and try to bolster an alliance that will help them to find a compromise. In an effort at protecting the Disney brand outside of the America project.