There’s just something so magical about Disneyland: the fireworks in lively colors, the princesses I grew up watching, and the variety of rides that suit all ages. However, as I grow older and visit, I find that the Disneyland magic isn’t what it used to be; I’m distracted by the ten dollar macarons and hours upon hours wait time for certain rides (unless you pay a certain amount to skip the line). Disneyland is a microcosm of American consumer culture and has built their business upon child-like wonder and escapism to hold one of the strongest brand identities in the world today.
Disneyland was founded by Walt Disney in 1955 in Anaheim, California. Disney wanted an immersive theme park experience adjacent to his studios, which fans could already visit. His initial concept was a small play park spanning sixteen acres. After Disney worked with the Stanford Research Institute, Disney bought a 160 acre site to begin the project, and it was ready to open a year and a day after construction began. Today, Disneyland is spread across 550 acres. Some of the original rides from opening day are still in operation today, including King Arthur’s Carousel in Fantasyland, Autopia in Tomorrowland, and Jungle Cruise in Adventureland. It should also be noted that today, there are six Disney resort destinations around the world: California, Orlando, Paris, Shanghai, Tokyo, and Hong Kong. Disneyland’s business model has a couple of revenue streams: ticket sales, fast pass purchases, merchandise sales, food and beverages, and the hotel with resort amenities.
A strategy that Disneyland uses that I find particularly interesting is the use of a trademarked color known as “go-away green.” A team at Disneyland developed this color to draw attention away from parts of the park to add a sense of realism; think garbage cans, fences, and speakers. These are all painted in this dull, pale shade of green to be camouflaged and divert your attention to the unrealistic, fantastical aspects of the park instead.
If the exorbitant prices to enter or purchase food in the park weren’t high enough already, Disneyland adds another layer of exclusivity with Club 33. Club 33 is a private VIP lounge across Disneyland parks that feature special dining clubs. Not only is there a multiple year long waitlist, but joining the club costs $25,000 upfront with an annual payment of $10,000 at Disneyland, with pricing varying by location. Not much is known about the membership itself, but it gained popularity when the park first opened since it was the only section that offered alcoholic beverages. Adding yet another barrier to an experience that’s already so expensive creates disillusionment to Disneyland.
Disneyland is the happiest place on Earth—if you come from a background of many means. The park is planned out to a tee, with meticulous color choices and experiences available to the elite. While the experience is absolutely magical, as I grow more aware of the pricing and business model, it’s increasingly hard to separate the park from the business. But I’ll be honest, I’ll still continue to buy a pair of Mickey Ears whenever I go to keep my childlike imagination running. The association between consumerism and escapism is increasingly intertwined, but maybe that’s the magic of Disneyland.
