1. Disneyland’s Public Relations:
Susan A. Stewart
Advisor: Coral Ohl, Ph.D.
California State University, Fullerton

2. Case Study Overview Disneyland – The Legend and the Dream
The Walt Disney Company Today
Columbia Ship Accident, 1998
Roger Rabbit Accident, 2000
Disney’s Public Relations Change
Disney’s Safety Campaign – Phase I
Disney’s Safety Campaign – Phase II
Big Thunder Mountain Accident, 2003
Disneyland & The Page Principles
Conclusion
Questions
Exhibits I-III

3. “I think what I want Disneyland to be most of all is a happy place -
where adults and children can experience together some of the wonders of life,
of adventure, and feel better because of it.”
— WALT DISNEY

4. Disneyland Statistics
Established July 1955
Located in Anaheim, California
Open 365 days a year
21,000 employees – known as cast members
60 rides and attractions
450 million visitors since opening day

5. Prior History of Fatal Accidents at Disneyland
1964 – Mark Maples, 15
Matterhorn
A friend removed his seatbelt and he fell out of the bobsled - died.
1966 – Guy Cleveland, 19
Monorail
Hit after sneaking into the park – died.
1967 – Rick Yarna, 17
People Mover
Jumped from car to car – died. 
1973 – Bogden De Laurot, 18
Tom Sawyers Island
Tried to swim to shore – drowned.
1980 – Gerardo Gonzales,18
People Mover
Tried to climb from one car to the next – died.
1983 – Philip Staughan, 18
Rivers of America – Tom Sawyer Island
Thrown from a maintenance boat while joy riding – drowned. 
1984 – Dolly Young, 47
Matterhorn
Thrown from her bobsled while not wearing a seat belt – died.

6. Columbia Ship Accident, 1998
Disneyland cleaned accident site before police or investigators arrived
Disneyland did not take accountability for accident – blamed it on employee
Disneyland did not put public at ease
Disneyland hid the truth to protect image

7. Roger Rabbit Accident, 2000
Disneyland cooperated with investigators, but did not accept responsibility for accident
Disneyland tried to put blame on victim and victim’s parents
There was no press conference, no apology nor any empathy statement from Disneyland
No statement to make public feel safe
Disneyland publicly argued with the state’s findings

8. Disney Implemented a Public Awareness Campaign
Information from Disneyland to inform guests about safety within the park
Discussed Disneyland safety and training statistics to show concern about safety
Endorsed a safety partnership between Disneyland and their visitors – both are responsible for safety

9. Disney Launches Safety Campaign
Hired heavy hitter to run Strategic Communication division at Disney
Created a Chief Safety Officer position
Touted Safety Officer duties to public
Implemented a successful Safety Campaign with press releases, fact sheets, website info, trading pins for kids
It was brilliant Public Relations

10. Disney Posted Quality Standards
SAFETY
COURTESY
SHOW
EFFICIENCY

11. Wild About Safety Education Campaign May 2003
12-18 mo. campaign
Children’s activity books
Theme park guide maps
Brochures summarizing 12 safety messages
Audio safety reminders in five different languages
12 trading pins
12 Safety Tip Cards
Menus for guests under age 12

12. Big Thunder Mountain Accident, 2003 Disney’s New & Improved Public Relations
Disneyland immediately informed authorities
Disneyland held press conferences to discuss accident
Disneyland set up a toll-free number for the public to obtain information about the victims
Disneyland President called it a “tragic accident”
Disneyland took full accountability – didn’t pass blame
Michael Eisner held a press conference and publicly empathized with the victims and their families – and insured the public that Disneyland was supporting state and local authorities to find out what went wrong

13. The Page Principles Tell the truth Prove it with action
Listen to the customer
Manage for tomorrow
Conduct public relations as if the whole company depends on it
Remain calm, patient and good-humored

14. The Happiest Place on Earth
“To all who come to this happy place; welcome. Disneyland is your land. Here age relives fond memories of the past…and here youth may savor the challenge and promise of the future. Disneyland is dedicated to the ideals, the dreams and the hard facts that have created America…with the hope that it will be a source of joy and inspiration to all the world.” – Walt Disney