Pardon Our Dust: Disney's California Adventure
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Pardon Our Dust: Disney's California Adventure Park
Time to begin the article with full disclosure; much like TIME and FORTUNE magazine declare when covering Time Warner in their articles I must also reveal a close association; I enjoy Disney's California Adventure ("DCA") park and have been an avid follower of the park for more than a decade now.
There has been a lot of talk about the evolution of DCA since Barry Braverman moved to International Development at Walt Disney Imagineering ("WDI"). The last project bearing Barry's fingerprints is the recent Monsters, Inc. Mike and Sulley to the Rescue! in the Hollywood Pictures Backlot. Tom Fitzgerald and Eric Jacobson are now in charge of the development for the US theme parks (all six) and their vision for DCA is completely different than that of the original design team. In short WDI want to "fix" DCA.
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The term that is bandied around is "place-making" and it is exactly what it says on the can. It is about creating environments that stretch beyond the attraction interiors and show exteriors into the immersive architecture of each land itself (much as Disneyland's lands do). Hollywood Pictures Backlot has already been beautified with a new Muppetvision*3D marquee (albeit Kermit has been recycled), the new Monsters, Inc. dark ride and de-recognition of the Who Wants to be a Millionaire, Play It! and Hollywood & Dine facilities. The latter two will remain empty for some time. Millionaire has been gutted inside (having been inside the structure myself in January '06 it is remarkable how gigantic it really is) and Hollywood & Dine is still being used for corporate and cast member events throughout the year. Improved signage (such as the wraparound electronic ticker-tape and show directory in the atrium) on the Disney Animation complex has boosted attendance. In short Hollywood Pictures Backlot has completed its brief transformation so don't expect any more work in that area for a while. WDI are now turning their attention to its immediate neighbor.
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Posted: 11/21/09