The Third Battle of Bull Run (B): The Disney's America Theme Park
5 Pages Posted: 21 Oct 2008
In the A case (UVA-BC-0177), Disney CEO Michael Eisner ponders whether to go forward with his plans for a theme park about U.S. history called Disney's America, to be located in Prince William County, Virginia. The case depicts the origins of the idea, one that Eisner hopes will distinguish his personal legacy and the company's work with local and state government officials. Alongside these progrowth efforts, opposition to the project grows. Originally, the terms of the debate are about growth and environmental impact. After the project is approved by the state of Virginia, however, the terms of the controversy shift to the sacred ground of the historic area. On these terms, Disney's image of wholesome family fun is tarnished and portrayed as saccharine "McHistory." The B case provides an epilogue and interpretations about why Disney ultimately abandoned the project.
Keywords: corporate communication, community relations, government regulation, public relations/publicity
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