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The Disney’s America Theme Park Essay

Disney wanted to create a place that would bring everyone together, ironically it created division within the state because of the lack of research on public opinion. Disney is known for its family-oriented multi-billion dollar theme parks. They have built an empire off of diversity, history, unforgettable characters and fun. So why wouldn’t an American-theme theme park work in one the original thirteen states?

Virginia is as American as apple-pie. Many of our found fathers and other politicians made this state their home. Many debates and decisions that would shape our country were made here. Virginia played vital roles in both the American Revolution and the Civil War, with Richmond, Va. Being named the capital of the Confederacy. Virginia has become entrenched with American history, so one would believe that this state would have been perfect for Disney’s America theme park. But there was a big problem.

Considering we are a democracy and try to be as politically correct as possible, we sometimes fail to use some of our basic principles. One of the issues was lack of communication with the public. Disney failed to speak with the local community to get a feel of how they felt with having such huge endeavor fall into their lap before making announcements to even create the park in their historical city. Had they reached a understanding by researching beforehand, perhaps there wouldn’t have been so much objection.

Another issue with location was the fact that it was going to be so close to a historical landmark, the Manassas Battlefield Park, only added fuel to the fire. Locals were feeling alienated even with the name of the park, Disney’s America. Not only were taking land and desecrating historical landmarks, but taking our America and claiming it. The straw that broke the camel’s back, was giving unrealistic time tables and telling the public, and insinuate that they way history was being taught was monotonous.

Public opinion can weigh heavy on business deals. In the aviation industry, public opinion weighed as heavy as an elephant when potential buyers of business jets were apprehensive to purchase these jets due to public opinion. “Vincent, the speaker at Tuesday’s meeting of the Wichita Aero Club, said that in his surveys of business jet owners and operators, 4 percent cited public opinion as a reason they might not buy a new aircraft,”(McCoy). Many taxpayers believe that the wealthy owners of these jets were getting hefty tax breaks on what they felt was luxury purchases.

The lack of research on public opinion, hindered the construction of the theme park. Disney didn’t take the time to woo the public into the idea. Instead they appealed to the politicians and came across as bulldozing their agenda and not truly and genuinely celebrating the history of America. Involving the community to embrace your project is challenging, but it worth it to have them behind you.


Darden University of Virgina. (2014). The Third Battle of Bull Run the Disney’s America Theme Park (B). Retrieved from: http://mediaweb.saintleo.edu/courses/MBA525/MBA525_DisneyCase.pdf McCoy, Daniel. (2014). Concern about public opinion of business jet remains. Biztalk Retrieved from: http://www.bizjournals.com/wichita/blog/2014/08/concern-about-public-opinion-of-business-jet.html Reuters. (2013). Obama Corporate Jet Tax Loophole Criticism Scares Witchita. Huffington Post. Retrieved from http://www.huffingtonpost.com/2013/03/20/obama-corporate-jet_n_2912781.html

Your task is to read the case study, and after careful analysis, formulate a succinct response that is no longer than one single-spaced typed page with one-inch margins. No cover page is needed. You may use a separate page for references (works cited page).

Your response must include a clear identification of the most significant business problem facing Disney, prompting the public statement. Remember
this is your educated opinion which must be supported with evidence. You may find the evidence needed in the case study, but you may also use credible external sources. In addition, your response must assess the various types of organizational communication Disney used to manage the problem. Examine the different audiences/constituencies and determine how the message differed or would have differed. It is important that your paper has the three sections— introduction with a thesis, body with support for the thesis, and a conclusion

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