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Bill Cotter

The Carousel of Progress at Disneyland

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In 1959 the General Electric Company teamed up with Walt

Disney Productions to dramatize the story of electricity for the

coming New York World's Fair.

WED, Walt Disney's planning and design group, faced an

enormous challenge to create an informative show that would

highlight the General Electric story in a friendly,

person-to-person way.

The result of the GE-Disney team was "Progressland"... one of

the most successful and exciting exhibits at the World's Fair of


The widespread enthusiasm for "Progressland" at New York was

astounding. Almost 16 million visitors thrilled to Disney magic

breathing life into the story of electricity and GE.

In order to extend and preserve this great show permanently,

GE has brought it 3,000 miles to Anaheim, California, to

participate in the Magic Kingdom of Disneyland.

You are now a vital part of the GE story... a personal

representative of General Electric's family of more than a quarter

of a million employees who work together to bring progress to the

peoples of the world.

We welcome you as a member of our "Carousel of Progress" cast.

We are proud of our show and we know that your role will give you

the fun and satisfaction of being an indispensable part of the

GE-Disney team.

Progress Is Our Most Important Product

University of Disneyland

General Electric Company


He had only three months of formal schooling, yet along with

the brilliant and inquisitive mind of an engineer, proceeded to

change the lives of millions of people throughout the world. He was

Thomas Alva Edison... history's foremost inventor... the father of

1,100 inventions patented over a span of 60 years... a feat that

prompted Henry Ford to suggest that the period be called the "Age

of Edison," as tribute to his great contributions to mankind.

There were contributions that illuminated the world... that

brought recorded music into homes... talking pictures into

theatres... and a great company, General Electric, into being. For

this reason, the story of electricity, Thomas Edison, and General

Electric are closely entwined.

Not all inventions are received with enthusiasm as young

Edison quickly found with his initial development. It was a vote

recording device much like those used in several states to this

day. Upon its disclosure in Washington, D.C., a committee chairman

rejected it on the grounds that it was too efficient and that

lobbying would be impossible during roll call.

A frustrated and annoyed Edison then vowed that he would never

again invent anything "that nobody wanted." He kept his word and

from that time on devoted himself to working for "the desperate

needs of people."

The year 1869 saw Edison working in New York for the Gold

Indicator Company, a stock firm. His busy mind kept him

experimenting on the stock ticker and soon improvements were made

that interested General Marshall Lefferts, president of the Gold

and Stock Telegraph Company. When asked how much he wanted for his

various patents on the stock ticker, Edison hesitated, thinking he

might dare ask for $5,000. This hesitation was to become a turning

point in the life of Thomas A. Edison. General Lefferts broke the

silence: "How would $40,000 strike you?"


A flabbergasted Edison immediately accepted the offer and with

the unexpected money opened his first workshop in Newark, New

Jersey. Later he obtained land for a laboratory in Menlo Park and

by 1878 had formed the Edison Electric Light Company for the

express purpose of developing a new source of light. Within one

year he had produced a glowing miracle of light by carbonizing

thread from his wife's sewing basket. Here was the first

incandescent lamp... the granddaddy of lamps used today!

Out of the demand for Edison lights emerged a new industry...

and the Edison Electric Light Company began to expand. In 1886 one

of Edison's growing companies moved to Schenectady, New York, where

three years later the Edison General Electric Company was formed...

and in 1892 a merger with the Thomas Houston Company produced the

General Electric Company we know today. That same year a brilliant

scientist joined the young company... Dr. Charles Steinmetz... a

man who would play one of the greatest parts in guiding GE's growth

and success.

It is not possible to list Edison's 1,100 inventions, but some

of the highlights of his career are:

- In 1876 he improved the telephone by adding the carbon


- In 1877 he invented the record player, or phonograph,

which ranks as one of the world's most original


- In 1879 Edison worked out a successful principle for

the electric light. Others had been working with

electricity... Paul Jablochkov, an electrical engineer,

had lighted up the boulevards of Paris with arc lights,

but Edison... dedicated to inventing things for "the

desperate needs of people"... wanted small lights that

could be used in homes and offices.

- In the 1880's he developed a camera based on the

inventions of George Eastman and others.

- As early as 1914... long before the first talking

Mickey Mouse in 1927... Edison connected the phonograph

and camera to make talking pictures.

- His later inventions and improvements included the

storage battery, the cement mixer, the dictaphone, and

a duplicating machine.

Edison also came close to the invention of the radio and

he predicted the use of atomic energy.

Frequently, and properly, Edison is called one of our greatest

geniuses. In his humble way he defined genius as "one percent

inspiration and 99 per cent perspiration." He demonstrated this

belief by working for days at a time, stopping only for short naps.

Edison always tried to develop devices that would work under

ordinary conditions, could not often get out of order, and were

easy to repair. From this source of dedication and inventive genius

was created the General Electric Company, and organization of

people - 25,000 men and women dedicated to the same principle of

working "...for the desperate needs of people."


From lighting a nation's homes to harnessing the power of the

sun... year after year, product after product... General Electric

remains a world leader in progress.

Yes... "Progress Is Our Most Important Product" is the

expression of a theme that has been basic to General Electric since

its inception. Today the famous GE monogram is the symbol of

quality and progress for more than 350,000 employees in scores of

plants throughout the world.


In order to answer the many questions of our guests, you

should become familiar with major achievements in the GE story.

These are milestones that have radically changed man's living...

things taken for granted that were the direct result of the

creative genius of General Electric's unique family.


Electricity was an unfamiliar term to most as workers busily'

prepared for the Chicago Exposition of 1893.

Ironically, kerosene and oil lamps burned into the night,

illuminating the construction of an exhibit that was to lead to

their very obsolescence! This was the first World's Fair ELECTRIC

LIGHT exhibit... and the builder was a rapidly growing young

company... General Electric.

Public fascination with this new source of light led to ever-

increasing demands for new and improved versions. Electricity was

no longer a laboratory toy... it was the key to a budding new

industry, and to control its awesome potential, more research had

to be undertaken.

A General Electric research laboratory was established in

Schenectady at the century's turn to further investigate

electricity's awesome potential.

Since you may be asked, "Schenectady is pronounced with a

"K"... Skeh-nek-tah-de... an Indian name because the area was

originally a meeting point of Indian trails from north, south

and east. Today it is known as "The city that lights and hauls the

world"... or "City of Magic" because of the major worldwide

contributions developed here. To this day, Schenectady remains

one of the creative nerve centers for GE's continuing progress.


Early Schenectady research was quickly put to use and by 1909

a new lamp began to appear on the market. GE had found a way to

replace short-lived carbon filaments with a far more durable type.

Electric light was now more durable... lower in cost... and more


Other things became practical too--as housewives found that

electricity was being harnessed to free them from the drudgery of

many daily chores. The rigors of scrub board clothes washing gave

way to unique electric washers. Heavy and cumbersome irons became

a thing of the past as new electric versions made ironing a simple


No other area of the house changed so drastically as the

kitchen. The messy, inefficient icebox gave way to the

refrigerator, opening a whole new dimension in meal planning. Foods

could now be stored for great lengths of time, later to be prepared

on a new-fangled range. No longer would father have to spend his

day off moving furniture in order to haul the carpeting outside for

cleaning. The hated chore of rug beating... erased by the vacuum

cleaner! A home appliance revolution was under way that would never

end! Phonographs brought entire symphonies into the living room;

fans made hot summer months more bearable; ultra-violet lamps

brought suntanning indoors.

By 1930, housework was becoming even more simplified...

garbage could be eliminated by an electric disposal right in the

kitchen; "blue Monday's" wash could always be dried... indoors...


The American home was getting downright plush as families

relaxed in air conditioned or electrically heated comfort. Today

the list is infinite as new products and ideas are constantly

moving into the home... products like freezers, automatic washers,

toasters, automatic ranges, and hundreds of others... all part of

General Electric's never-ending revolution in the home. Yet

consumer products are only one phase of the GE world of



Even before the century's turn, transportation began to look

for new sources of power and what better field to investigate than

the new miracle that was lighting the nation... electricity?

Streetcars were the first to utilize this new power, soon to

be followed by locomotives. In 1914 the Panama Canal was completed,

using locks and locomotives to open this shipping lane shortcut to

the world.

As early as 1908 GE had demonstrated that turbines such as

those used to generate electricity also offer a new propulsion for

ships. Since then, GE turbines have powered hundreds of Navy ships

and more than half the U. S. Merchant Marine.


In 1919 a General Electric employee developed the sound on

film process that would help bring talkies to the screen... and

startling changes to the motion picture industry that are still

used today.

A few years later still another concept was being developed

that would revolutionize communication, and, at the same time,

bring a new form of entertainment into the American home. This was

the radio.

Through GE's station WGY in Schenectady, concerts, newscasts,

and dramas were broadcast with complete musical backgrounds and

sound effects... all brought into the home through the magic of a

little black box!

In 1928 WGY added still another first by broadcasting a play,

"The Queen's Messenger," to be received on a new type of set...

television... a non-electronic form of telecasting, serving as an

important forerunner for today's sets.


Another field opened up through the Roaring Twenties that was

to make use of invisible waves through the atmosphere at

astonishing speeds.

It was the X-ray... able to penetrate opaque substances to

register images on photographic plates... an immediate boon to

medicine and industry. Today, GE is the world's largest producer of

X-ray equipment.


By 1941 America was locked in a second world conflict, and

General Electric prepared to throw its full weight into helping

turn back the Axis tide.

Turbines for ships, searchlights, turbosuperchargers and

electrical systems for aircraft, radio, radar, and antitank

bazookas all poured forth from the GE team.

In 1942, General Electric added another pioneering first...

the gas turbine engine that would power the first U.S. jet plane.

But perhaps the greatest technological development of these

war years was produced by on a cooperative basis by American

industry, including GE. The time was 1945... the unleashing of a

fantastic new force... atomic power!


The greatest source of power in history now stood on the

threshold of discovery. Further research and development was now

vital to the GE watchword of progress.

A program was launched in 1946 to investigate the potential of

nuclear power for peaceful use. Within four years the Knolls Atomic

Power Laboratory was completed and became the key to an unlimited

source of energy.

Controlled nuclear fission would someday propel ships around

the world on a handful of fuel while atomic generating stations

would offer inexhaustible power to light the nation's cities.

Since World War II, more than $200 million has been put into

new GE research facilities, while plants and equipment have been

expanded at a cost of 1.5 billion dollars.

The returns from this great investment have brought forth a

continuous flow of new and fascinating industries. Today more than

one third of General Electric's employees are working on the

"future businesses" of ten years ago... from man-made diamonds for

cutting, boring and grinding... to the astounding new challenge of

desalination where salt water will be converted to fresh water in

limitless supply for desert or forest, mountain or valley...

anywhere in the world !


What has been responsible for continued growth over the years?

Probably the most important factor has been "product


General Electric produces over 200,000 separate products in

350 different product lines... it is simultaneously in more product

businesses than any other company in the world. Throughout its own

growth, the General Electric Company has made history and continues

to do so every day.

From the time Thomas A. Edison developed his initial invention

until today... and with a never-ending look into tomorrow... the

story of General Electric is a story of progress... indeed their

most important product!


The General Electric Company today is known to most people as

the builder of refrigerators, irons, light bulbs and dishwashers...

all products of better living, electrically. But these products

form only about one quarter of total GE sales.

Another quarter is comprised of the heavy equipment used to

produce electric energy and use it in giant motors and locomotives.

Still another quarter comes from products for industry-- small

motors, instruments, timers, electronic components and the like.

And nearly a quarter reflects the company's contributions to U. S.

defense and space exploration.

General Electric is a big business, but it speaks of itself as

"a company of people who care," who never allow themselves to be-

come so big that they fail to think in terms of the individual cus-

tomer, his wants and needs.

In 1959 GE offered the following challenge to Walt Disney: To

conceive and build a New York World's Fair show that would

interpret, in an educational and entertaining way, the role

electricity has played in bettering man's living conditions, and

dramatize where man's work with electrical power may go from here.


Walt Disney accepted the challenge. WED Enterprises, Inc., the

Disney organization's planning and design firm, set about to create

a buoyant and informative show that was to be one of the most

successful at the Fair. The public enthusiasm for this exhibit was

so great that the Walt Disney-General Electric team decided to

bring it to Disneyland.

Today the Carousel of Progress is an important part of the

Magic Kingdom... a living story of man's progress through


"Progress" would be an empty philosophy if it weren't for the

combined talents of the thousands of people who make up General

Electric. By the same token, Disneyland is a "Magic Kingdom"

because of the people who help make it so. Cooperation on the part

of all concerned, whether part-time or permanent, hourly or

salaried, is the key.

Disneyland was created for the enjoyment of people everywhere.

This tradition was established by Walt Disney to be furthered by

the more than 6,500 hosts and hostesses participating in the

Disneyland show.

It is necessary for each and every one of these

representatives to preserve and extend Disneyland's worldwide

reputation for courtesy, friendliness, and efficiency. As a

representative of General Electric, you become part of a cast

responsible for maintaining standards which properly represent both

Disneyland and General Electric. We want to help you in any way to

become an expert people specialist ready to meet General Electric's

friends from around the world.

And now we would like to give you a brief look at the show you

will be presenting to our worldwide audience... a show that begins

with the shimmering constellation of a giant "kaleidophonic"

screen... oscillating in ever-changing color and intensity to the

sounds of progress in action.

Ahead lies the fascinating story of General Electric's

constant dedication to finding a better way of life. This truly is

a story of progress... yesterday, today and tomorrow!


How could things possibly be better than they were in the Gay

Nineties? This is the question posed by a proud family as they

point out all the latest conveniences for making household chores


Here is the last word in luxury... hand operated washing

machines have reduced clothes washing to a mere five hours; ice

boxes hold 50 pounds of ice to further preserve and store foods;

water pumps bring water right into the kitchen.

These modern appliances plus vacuum cleaners, talking

machines, coal burning kitchen ranges, and many others have con-

vinced this turn-of-the-century family that progress can't really

go any further. What else can there possibly be?

But there is a new company, General Electric, that will soon

show that progress hasn't ended, but instead is just beginning.


The miracle of electricity has been harnessed to bring new

power into all phases of living here in the Roaring Twenties. The

nation has lighted its streets, revitalized its factories, and...

brought a revolution into its homes.

Tangles of wire cords are in every room ready to send elec-

tricity to fascinating new "household servants."

A refrigerator has replaced the messy, dripping ice box, an

electric fan constantly circulates fresh air throughout the house-

hold, the electric sewing machine, coffee percolator, toaster,

waffle iron, and vacuum all go to work at the flick of a switch.

There's a new kind of music called "jazz" coming right into

the home on phonographs and crystal sets (some call them radios).

Here is a turning point in American home life as new doors

open to better living... truly the "Age of Electricity."


It's amazing how new household appliances are helping to take

over the hard work here in the "Frantic Forties."

Refrigerators are bigger and better than ever with meat com-

partments, large ice trays, and improved freezers. Electric washing

machines do just about everything but hang up the clothes. A food

mixer has eliminated tiresome beating and mixing. . . making lumpy

cake batter a thing of the past But the latest kitchen addition is

even more exciting... a dishwasher. . . and that's real progress

for father!

Perhaps the number one addition to the American household sits

in the living room, closely observed by the whole family, par-

ticularly the youngsters... a new electronic "family sitter". . .


The family of the Frantic Forties is certainly living better,

thanks to electricity. It seems that these are the best years of

their lives... or does that sound like an echo from the past?


Can the ultimate in home living finally be here? A family

could easily reach this conclusion as they look around their new

all electric home that has given them so much more leisure time.

Cooking dinner? Just set the time and temperature controls and

relax... an electric range does the rest. . . even to the point of

cleaning itself.

A big family wash is a breeze now in automatic laundry units

that handle all types and sizes of clothes. Just press a button and

a short while later, clean, dried and ready-to-wear attire. Wash

day is now any day... in any kind of weather.

Oh yes... if the kids can't watch the late show, they'll

videotape record it for a more convenient hour... and in color!

The list of products in today's home is almost endless, bring-

ing people relaxation and enjoyment never known before.

Even with all of this, today's family realizes that progress

won't end here... there's a great big beautiful tomorrow and it's

just a dream away!


Here is a future that is possible today... in any city. The

latest all-electric ideas will help make all communities better

places in which to work and live.

Citizens find convenient transportation in silent high-speed

monorails and transporters. Whole downtown shopping areas are

completely enclosed... a climate controlled environment offering

dry and comfortable weather year around.

Families find electrical costs are even lower with the GE nu-

clear power plants in operation. Companies have turned to attrac-

tive landscaping to make industrial areas more like city parks.

Yes... the future and progress of tomorrow's communities are

based on the concepts right here in General Electric's Progress

City, where the wonders of electricity bring new dimensions into

every phase of life.


The word "progress" is dynamic, requiring an ongoing look to

the future by enthusiastic and curious people.

As part of the GE-Disney team, you must always be both...

enthusiastic to meet the challenge of day-to-day work hosting a

worldwide audience... and curious to learn more about General

Electric and its never-ending goal of progress.

We feel that you will have a rich and rewarding experience

here in the Carousel of Progress... General Electric's unique

contribution to the Magic Kingdom of Disneyland.

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In 1965, Walt Disney Productions prepared an elaborate proposal

to move the Carousel of Progress from the New York World's Fair

to Disneyland. The following material is taken from a large,

glossy booklet Disney prepared for the show's sponsor, General

Electric. Similar in size and look to the Disneyland souvenir

books, the proposal contains numerous sketches for potential show

elements and advertising tie-ins. While the graphics portion of

the booklet had to be omitted here, the text provides an

interesting look at the business side of Disneyland, and adds to

the available historical knowledge on this durable attraction.

Progressland at Disneyland

a proposal for the General Electric Company

from Walt Disney Productions

July 1, 1965


When the New York World's Fair closed its gates last October,

General Electric's Progressland rang down the curtain on one of the

most successful performances in the history of World's Fairs.

More than seven million people - 7,421,369 in fact - sampled

General Electric's hospitality (and G.E.'s products) at

Progressland during its first year. The statistic alone is

staggering ... and its impact grows with comparison. For example:

* It is more people by nearly 1.5 million than attended Radio

City Music Hall during all of 1964.

* it is more people by nearly 3 million than attended National

Football League games during 1964.

* it is more people by nearly 3.5 million than attended "My

Fair Lady" during its entire first run on Broadway.

* It is nearly as many people (9.2 million) as attended

American League baseball games during 1964.

* And it is nearly as many people (9.4 million) as total

attendance for the previous World's Fair, in Seattle.

Clearly, in its first major venture teamed with Walt Disney

and his creative staff, General Electric enjoyed an unqualified

success. In fact, many felt that Progressland was that perfect

blending - a show business bonanza that made friends and sold prod-

ucts for General Electric.

As Charles G. Mortimer, Chairman of General Foods, said,

Progressland "... is not only extremely well done, but also does

some selling for General Electric. To my crass, commercial mind,

this is the object of the game."


While Progressland was General Electric's major

entertainment "meeting" with the public during 1964, it was just

one of many such meetings with many publics for Walt Disney. In

fact, during 1964, Walt Disney was entertaining more people

around the world - and selling more products for American

business and industry - than ever before. There was, for


* "Mary Poppins", the box office blockbuster of the year,

nominated for 13 Academy Awards and winner of five. It was

backed by one of Hollywood's most all-encompassing

promotional campaigns, resulting in the sale of over one

million Mary Poppins records, over 10 million Mary Poppins

books, over 5 million items of Mary Poppins clothing, games,

dolls and other merchandise. And Mary Poppins sold sugar,

cereal, candy and even dress patterns.

* "The Wonderful World of Color", always one of television's

top-rated shows, and credited by marketing experts with

creating the market for color television-and selling the

public on buying color television products.

* The New York World's Fair, where in addition to

Progressland, Disney attractions drew people to the

pavilions of Ford Motor Company, Pepsi-Cola, and the State

of Illinois. Totally, 21 million people - 79% of the Fair's

paid attendance - visited the four Disney shows. That's

120,000 people on an average day.

* During 1964, Disney comic strips were published in 1,000

newspapers, Disney comic books were printed in 14 languages

and distributed in 34 nations, television's Mickey Mouse

Club was viewed in 96 major markets, and Disney educational,

travel and safety films were released through schools, clubs

and churches. And, of course, 13 other Disney theatrical

releases reached the world's motion picture houses during


* And finally, the Magic Kingdom itself - Disneyland.

Despite the unprecedented promotional campaign for the

World's Fair and its appeal to travelers to go East instead

of West, Disneyland's attendance reached an all-time high:

5,783,036 paid - and about 6 million people totally when

press, presidents, prime ministers and other VIP's are added


(We include the diplomatic corps because, as the Christian

Science Monitor has written, Disneyland has become ". .

virtually an instrumentality of American foreign policy".)


Perhaps you wonder, why Disney? Why did General Electric

come to Walt Disney to create its World's Fair show? Why is

Disney entertainment - and products bearing the Disney name -

accepted, enjoyed and purchased by people of all ages and people

in nearly all foreign lands? And how has this unique rapport

with people rubbed off on business and industry associated with


It's a fact that people everywhere do look to the name Walt

Disney for the finest in family entertainment. Just as they do

with your products, people care about the quality of our

products. And just as they care about styling in an automobile

or color schemes for home products, people care about the good

taste of Disney products.

Perhaps three words summarize the attitude of the public

toward entertainment products created by Walt Disney and his


1. Acceptance; 2. Believability; 3. Confidence

Basically, these are the A-B-C's of the Disney organization.

These are the cornerstones established over 40 years ago. And

they form the public trust carried forward today by the unique

combination of creative talents Walt Disney has gathered together

to create and market products for motion pictures, television,

world's fairs, and for Disneyland.


We practice "entertainment at a profit"... and other

companies have profited through our entertainment. A few current


* Ford Motor Company - Building on its successful Disney

tie-in at the World's Fair, Ford has become one of the

sponsors of "The Wonderful World of Color", and is now

discussing an exhibit in Disneyland.

* American Telephone and Telegraph - the Bell System has

used Disneyland to introduce the Picture Phone and the

Family Phone Booth. It has requested and is now planning an

exhibit in Disneyland with three times the capacity of its

present participation.

* Insurance Company of North America - INA has used

Disneyland as the promotional device to gain the support and

enthusiasm of its independent agents. To introduce a new

type of policy, INA developed its "Family Security and

Happiness Conference" at Disneyland. The result: an

outstanding success, measured in the millions of dollars.

* Monsanto - Its recent national magazine advertisement

about the Home of the Future (Time, Newsweek, Fortune,

Forbes, Business Week, U. S. News & World Report) achieved

the highest rating of any measured ad in the company's

history. Monsanto is now planning an expanded participation

in Disneyland.

Twenty-nine companies are now participants in Disneyland.

The Magic Kingdom, as the above examples indicate, has been an

active and hard working marketing tool for leading American



We believe that General Electric's participation in

Disneyland plus the related values of association with Walt

Disney and his stature in the hearts and minds of people

everywhere - can become an exciting marketing and public

relations weapon for General Electric. A Disneyland pavilion

blending family entertainment with straight product sell could be

significant and powerful in G.E.'s consumer sales effort.

Despite the obvious appeal and use of Disneyland in the

marketing activities of many companies, it is important to note

that no other company in the consumer home product field has

taken advantage through Disneyland of the family impact of Walt

Disney's name and works.

Disneyland can deliver an audience that earns and spends

money-a captive audience for General Electric at the heart of

America's fastest growing market.


The information contained in this brochure is the result of

months of work on the part of the Disney staff and members of

General Electric's Marketing and Public Relations Services and

Manufacturing Services staffs.

Incorporated herein are the answers to many questions asked

by General Electric divisions: about Disneyland, about California

and the Western market, about merchandising tie-ins, about

promotional opportunities, about costs.

The information in this brochure has already been presented

to top management at General Electric.


As an integral part of the world's Fair contract between

General Electric and Walt Disney Productions for the Progressland

exhibit, General Electric has paid to Walt Disney Productions the

sum of $850,000. This sum is available, at G.E.'s option, to be

applied against the cost of a General Electric exhibit at

Disneyland Park. The money is being held in escrow for this


DEADLINE. Terms of the contract require a decision by General

Electric by August 1, 1965.

Progressland at the Fair

One of the easiest ways to place our Disneyland proposal in

perspective is to begin by looking at the New York World's Fair.

By any measure - attendance, impact, marketing and public

relations payoffs - Progressland was one of the Fair's

outstanding successes. The Kansas City Star, like many other

reviewers, rated Progressland "number one in every way," while

Forbes Magazine called the Carousel Theater show "...a

delightfully done soft sell-all sell, but soft, interesting,

clever ... a wonderful 25 minutes quite worth the sometimes 60

minutes wait."

Of all the newspaper reviews about Progressland, however,

the New York Journal-American perhaps summed it up best. The

Journal-American called General Electric's Progressland "a

spectacular presentation produced by teaming the scientific wiz-

ardry of General Electric and the showmanship of Walt Disney."

On your own visits to the Fair, you probably sensed that

Progressland's impact went far beyond the reviews, however. In

fact, Progressland's most important product is enthusiasm -

enthusiasm for a new way of life that General Electric's products

can make possible. And that enthusiasm radiates from the most

important critics of all-the public.

More than 41,000 guests visited Progressland on the average

day in 1964 ... and that adds up to the total attendance for the

year: over 7,400,000 people.

To sample the opinions of this "captive" audience - we call

it "captive" because audiences at Progressland (and Disneyland)

can't walk out on the commercial - General Electric conducted

5,500 live and taped interviews. Eighty-seven percent (87%)

rated Progressland "excellent"; another twelve percent (12%)

called it "good". That's 99% calling Progressland a hit. Here's

what some of them had to say:

"I am sure that now, in my children, you have lifelong

adherents to General Electric and its products.

(Progressland) will long remain in the hearts and minds of

countless millions who will go through its portals" - A. E.

NELLI, Vice-President, General Milk Co.

"Congratulations for the best exhibit at the World's Fair!

I'm sure you are creating a good image for your company with

this exhibit" - CHARLES B. ADAMS, VP & Director of

Purchasing, J.P. Stevens & Co.

"As one who has a professional interest in analyzing company

communications, I found your pavilion the best I have seen

at the Fair in telling a meaningful story about a company,

and doing it with impact." - ROBERT W. BELLER, Opinion

Research Corp.

"It made me proud to be a stockholder in your great

institution" - RUSSELL E. SINGER, Executive Vice President,

American Automobile Association.

And from the general public, these comments:

"This is a thank you note coming from a satisfied housewife.

We just put in our order for your Americana freezer and

refrigerator and also for your dishwasher model S-400" -

Mrs. Eva Kalipolitis, Jackson Heights, New York.

"G.E. was worth the price to the Fair"... "Informative,

enlightening, and in line with G.E.'s motto - Progress is

G.E.'s most important product"... "Disney is a genius in his

design and carries across G.E.'s theme well"..."Most

entertaining and informative exhibit at the Fair"..."I think

the Carousel was the best thing in Progressland"... "The

show brought out the Progress theme very well"..."Wonderful

- and I'm one of the stockholders of your company"... "Your

demonstration was wonderful and sold me on G.E. ".

That was 1964. And this year, with additional capacity,

Progressland should enjoy even greater success. As of July 1,

attendance was running 3% ahead of 1964.

By the Fair's end in October, approximately 15,000,000

people will have seen and heard the General Electric story at


In short, Progressland is a "Hit", with a capital H ... and

under terms of our proposal, this unique show can go right on

working for General Electric - in Disneyland.

Disneyland U.S.A.

Ten years ago this July, Walt Disney opened the gates to a new

concept in family entertainment in Anaheim, California -


This unique "Magic Kingdom" has since become the focal point

of the international Disney entertainment empire - an international

magnet annually attracting visitors from every state in the U.S.A.

and more than 100 foreign lands. Here young and old alike become

active participants in attractions from the pages of yesterday and

tomorrow, adventure and fantasy.


In 1964, despite the World's Fair, Disneyland's attendance

soared to its all-time record of nearly 6,000,000 guests. For

purposes of comparison, that figure is 25 percent more than the

combined attendance at America's famous natural spectaculars -

Grand Canyon, Yellowstone and Yosemite National Parks ...

Disneyland's predecessors as the most popular attractions for

visitors in Western America.

Total attendance since opening now stands at more than

50,000,000 people. For 1964 alone, that 6,000,000 figure

represents an increase of 58 percent over the 3.8 million who

visited Disneyland in its first year. And just look what's ahead:

a straight line projection indicates an annual attendance of

8,500,000 by 1974 ... and 10 million visitors in the foreseeable




Continuous research is conducted at Disneyland through

personal interviews. More than 100,000 guests have taken part in

these surveys in the past ten years. From these facts, we can

provide General Electric with significant facts about the"typical"

Disneyland visitor.

1. She is a woman, 36 years of age.

2. Her husband is a white collar worker.

3. Family income - $7,000 to $12,000 yearly.

4. There are two children in the family.

5. The family owns, or is buying, its own home.

6. Automobile ownership - 96%.

7. TV ownership - 97%.

Another significant factor is the per capita expenditure at

the Park. Today, the figure stands at $6.31 - an increase of 58%

since the Park's first year.

And the Disneyland audience is national in its scope. You

will be greeting customers from all fifty states throughout each

year. Following is the state by state breakdown for 1964:

1964 Attendance Figures by States



Breakdown of non-California 1964 Attendance:

1. Illinois 8.8% 26. Maryland 1.0%

2. New York 8.4% 27. Georgia 0.9%

3. Texas 5.4% 28. Connecticut 0.9%

4. Washington 5.3% 29. Wash., D.C. 0.8%

5. Ohio 5.3% 30. Virginia 0.8%

6. Michigan 5.0% 31. Montana 0.8%

7. Pennsylvania 4.4% 32. Hawaii 0.8%

8. Oregon 4.1% 33. Tennessee 0.7%

9. Arizona 3.9% 34. Alabama 0.6%

10. Minnesota 3.3% 35. Kentucky 0.6%

11. New Jersey 3.2% 36. Louisiana 0.6%

12. Massachusetts 2.9% 37. North Carolina 0.6%

13. Missouri 2.9% 38. South Dakota 0.6%

14. Indiana 2.9% 39. Wyoming 0.6%

15. Wisconsin 2.7% 40. Alaska 0.5%

16. Colorado 2.7% 41. Arkansas 0.5%

17. Iowa 2.4% 42. Maine 0.4%

18. Florida 2.3% 43. Mississippi 0.4%

19. Utah 2.0% 44. North Dakota 0.4%

20. Kansas 2.0% 45. New Hampshire 0.4%

21. Nevada 1.9% 46. South Carolina 0.3%

22. Oklahoma 1.4% 47. Delaware 0.2%

23. Nebraska 1.3% 48. Rhode Island 0.2%

24. New Mexico 1.1% 49. West Virginia 0.2%

25. Idaho 1.0% 50. Vermont 0.1%


Along with Disneyland's own growth, the area and facilities

that have grown up around the Park has made the city of Anaheim

the family recreation center of the west.

Today, the city of Anaheim, which had but four motels with

100 rooms when Disneyland opened, now offers 93 hotels and motels

with a total of 3,900 rooms. Within the year, total rooms within

walking distance of Disneyland will approach 4,500.

Under construction is a 50,000 seat sports stadium just one

mile from Disneyland, where the American League Los Angeles

Angels will play their home games, beginning in 1966.

And because of Disneyland, conventions have become family

activities-so popular that just across the street from

Disneyland's mammoth parking lot, Anaheim is building a 7,000

seat convention center and indoor arena, to open in 1966.

The Disneyland Hotel has expanded from 100 rooms in 1955 to

450 rooms today, and by 1966 will contain 650 rooms which will

make it larger than all but two hotels in the nation's third

largest city, Los Angeles.

This growth is reflected in the receipts from commercial

recreation and tourist attractions in Orange County. In the past

few years these receipts have exceeded those in each of the

remaining 49 states in America, and in the combined 57 other

counties in California.

California and the

Western Market

To the magic of the name Disney and the magnet of the place

Disneyland, a third dimension has ensured the success of Disneyland

both in entertainment and as a personalized advertising medium-the

Great American West.

Frankly, it's almost impossible to keep up with the dynamic

market place of the West. It's by far the fastest growing market

in the U.S.A. - in population, in jobs, in home building, in income

and share of national income, and in almost every other category

statisticians use to measure growth.

One measure of this population explosion: About nine months

ago, when we began researching statistics to portray the booming

states of the West to G.E., forecasts said California's population

would reach 24 million in 1976. But the continued pace of

California's growth, re-measured at the mid-point of the '60's, has

made previous estimates conservative. Today, predictions are that

California's population will reach 24 million by 1973 or 1974.

The March 1965 issue of FORTUNE, in an article titled "Los

Angeles, Prototype of Supercity", places the growth of one Western

metropolitan area in perspective:

"L.A.'s population has shot up 2,375,000 within a ten-year

period, an influx of humanity almost massive enough to people

present-day Boston. Borne upward by the greatest westward

migration in U.S. history, the growth of Los Angeles has

eclipsed that of every other metropole in the nation - double

metropolitan Chicago's, more than New York's and San

Francisco's put together. This one American city has

accounted for 10 percent of the population increase in the sum

total of our metropolitan areas and now, with 6,470,000

people, its sheer size has given it the grandeur of a

city-state; indeed, it is bigger than all save seven of the

states of the union."

Throughout the West, the script is the same. For example,

official government forecasts say that by 1976:

* 55.5 million people will live in the 13 southwest, mountain

and far western states.

* Employment in the West will exceed 20 million.

* 24.4 percent of America's personal income will be earned by

residents of the 13 western states.

* And the population of these states will grow by 16.4 million

people in the period 1960-76 ... while the other 37 states

combined will increase 34.3 million.

Clearly, momentum is Westward ... and the pace of one state -

California - is even more astounding:

* Today, during each year, California alone gains more than

600,000 new residents - nearly one fourth the net population

gain in the entire country,and more than the total population

of six states.

* California's total population has increased from its 1960

census level of 15.7 million to more than 18 million today -

making it the nation's most populace state.

* Within the next decade, California will have 24 million

natives ... and by 1980 (at the very latest) the market place

of this one state will encompass over 27 million people. (For

purposes of comparison, this same government forecast predicts

the population of New York state will be 20 million in 1976.)

* And by 1976 employment in California alone will total 9.2


Perhaps these two analogies will place the dynamics of this

progress into perspective:

* The projected population increase in California during the

next decade is equivalent to eight cities the size of San

Francisco "moving" into the State.

* When the nine million mark is surpassed in employment, there

will be more people employed in California alone than the

total population of 43 states.

Clearly, the key word in California is progress -

yesterday, today and tomorrow. And this booming market obviously

represents both a great challenge and an exciting potential to

General Electric, as to all business and industry.

We have already indicated the world-wide impact of Disneyland.

Now let's bring that into a specific Western perspective: There is

no one area anywhere in which Disneyland and Walt Disney pack a

more powerful wallop than in our own back yard. This is our home

ground, where Walt Disney Productions was born, and has grown and

prospered. And it is the prime market for Disneyland.

We believe that General Electric has a unique opportunity to

increase its participation in this vast Western market, by using

the impact of Disneyland to open still more doors, to make more

friends, and to expand product sales in America's fastest growing


And speaking of expansion...

Disneyland Expansion

All of the facts and figures we have presented on

Disneyland, California and the West, indicate one all-important

development for the future - Disneyland must expand and grow.

The trend is to larger audiences, increased expenditures and the

inescapable need for added facilities to handle the added


We have a definite timetable for such expansion. Disney

engineers and architects are now at work on a series of

developments that will add some six acres to the Park within the

next three years.

This, obviously, is not done without cost.

Disneyland opened in 1955 with a total of 22 attractions and

an initial investment of $17,000,000.

Today - in 1965 - we have 47 attractions and the total

investment in Disney dollars is $50,000,000.

Within the next five years, plans now in the "imagineering"

stage could result in the expenditure of another fifty million


Let's look ahead at the Disneyland plan for progress year by


For 1965 ... To inaugurate the summer season of 1965, two major

new attractions were unveiled at the Park.

"Great Moments with Mr. Lincoln" opened in the Opera House

on Town Square in Disneyland. This unique audio-animatronic

show, already a solid hit at the Illinois Pavilion of the New

York World's Fair, has been improved, through experience, and

provides a significant and historical addition to the traditions

of Main Street, U.S.A. It is a presentation worthy of its name,

and, in the words of Walt Disney ... "a different and exciting

way to stress history's importance to each of us."

Also, this summer, Disneyland presents a Victorian Restaurant

in the Grand Manner and gourmet tradition - the new Plaza Inn,

located in the very heart of the Park. Crystal elegance indoors

... twin porches or terraces outdoors. In the evening, the supper

tables and the terraces provide a superb view of the summertime

"Fantasy in the Sky" fireworks display. A new and exciting

adventure in dining at Disneyland.

For 1966 ... Plans are now being completed for one of the most

significant expansions in Disneyland's history, to be presented to

the public for the summer season of 1966. To accomplish this,

Disneyland's "berm" - the earthen wall that surrounds the Park - is

being pushed back in the Fantasyland area to add more than four

acres to the Park. The total investment for this one-year program

will be over $20,000,000 - as compared with the $17,000,000 that

was spent to open the entire Park in 1955. Here are the new shows

for '66:

New Orleans Square, an authentic reproduction of the Crescent

City in the pre-Civil War era, with courtyards, restaurants

and shops typical of the French Quarter. For adventure, it

will feature "The Pirates of the Caribbean", longest and most

animated ride in the history of the Park. New Orleans Square

will also include a special V.I.P. area for the exclusive use

of Disneyland exhibitors and lessees. Here will be facilities

for business luncheons and dinners, sales meetings, and other

types of company functions. Rooms will be partitioned to

handle groups from 10 to 200. The VIP lounge and dining areas

will be accessible by private entrance and the public will not

be admitted nor be aware of the facility.

"It's a Small World", another touch of World's Fair magic that

will find a permanent home in Fantasyland at the Park. In the

"Small World" Show, Walt Disney has captured the spirit of

childhood, in a musical fantasy where all the world is a

colorful, carefree stage. And this attraction, which has

carried the banner of Pepsi-Cola and UNICEF so successfully at

the Fair, will have a daily capacity of more than 40,000

Disneyland guests.

The Grand Canyon Diorama Expansion, For seven years, guests

have thrilled to the present Grand Canyon Diorama that is

viewed from the Santa Fe and Disneyland Railroad. Yet this

spectacle, already the world's largest of its kind, will be

more than doubled in length for 1966. A new section, over 400

feet long, will take visitors back through time to view the

Canyon in the era before man, when mammoth dinosaurs,

Brontosaurus, eerie Pterodactyls and other strange creatures

trod the slopes of the canyon eons ago. These fully

audio-animatronic beasts are presently the star attractions at

the Ford Motor Company Pavilion at New York.

And in 1966, work will continue on Disneyland's "Haunted

Mansion", home of the world's greatest collection of actively

retired ghosts. The facade for this Disney attraction has

been completed and technicians are at work on the special

effects, sounds and sensations that will greet guests in the

near future.

For 1967...

The word for 1967 is Tomorrowland - a New Tomorrowland.

When the present Tomorrowland was designed, in the early

1950's, Early Bird, Gemini and Apollo were space age terms of the

distant future. Even the household word "astronaut" was still to

be coined.

Times - and tomorrows - have changed. So recently Walt Disney

and his creative staff have taken a new look at the Tomorrowland

area. To research ideas, Walt and his team visited Houston,

Huntsville and Cape Kennedy, discussing the latest Space Age

wonders with astronauts and scientists, including Dr. Wernher Von


The result: a decision to close the entire Tomorrowland

section of Disneyland in the Fall of 1966 for complete

re-development - the re-building and enlarging of an entire area of

Disneyland to provide for dramatic and exciting new attractions and


In New Tomorrowland, a towering structure will serve as

spaceport and theme center. Inside, guests will experience the

sensation of racing through distant space. A unique new "People

Mover", the WEDway, will carry guests on a scenic tour throughout

New Tomorrowland - even weaving in and out of new exhibits

sponsored by leading American industry. (Douglas Aircraft, the Bell

System and Monsanto, for example, are all discussing expansion of

their popular attractions.)

It is here, in this exciting new part of Disneyland, that the

proposed General Electric pavilion would be located ... as would a

proposed exhibit for Ford Motor Company. Goodyear, too, has

expressed strong interest in sponsoring an attraction in New


The significance of Disneyland's plan for New Tomorrowland is

seen in the projected dollar investment: New Tomorrowland alone

represents an investment roughly twice the original cost for all of


All these plans - New Orleans Square, Small World, New

Tomorrowland - are now in design and engineering phases and will be

augmented by other new developments in the months ahead. They

represent a program for progress that continues to demonstrate Walt

Disney's faith in Disneyland ... and in a promise he made on the

Park's opening day in July, 1955:

"Disneyland will never be completed. It will continue to

grow, to add new things, as long as there is imagination left

in the world."

Progressland at Disneyland

We propose that the General Electric Pavilion would be located

in the all-new Tomorrowland in Disneyland, with an opening date of

April 1, 1967.

The second floor, or "Carousel Theatre" would be moved intact

from the New York World's Fair and re-installed in an all-new

Pavilion at the Magic Kingdom.

The first three acts of the show would remain as they are in

New York, showing, in sequence, the pre-electric home, the early

electric home, and then the advances that so improved life in the

early 40's.

The last act would remain entirely flexible, so that General

Electric products of today and tomorrow could be brought up to date

from year to year. There is an allowance in the budget to

accomplish this.

At the conclusion of the "Carousel Theatre" performance,

guests would exit stage 6 via a descending ramp into a G-E product

area on the 30,000 square feet ground floor.

This area, too, would be kept flexible in nature to allow for

changes as often as required, to keep all displays up-to-the-


Obviously, there are many ways in which the ground floor

product area can be developed.

One approach would be to tell the General Electric product

story through an all-electric gold Medallion home - a home such as

the average person has never seen - a "Dream Home", if you will.

If this idea were used G.E. could, for instance, employ a

leading architect to design it - an architect whose name could be

merchandised throughout the west and throughout the nation. As

guests pass through this dream home, appropriate product displays

could show them how G.E. can enrich their mode of living. You

could, for example ...

Demonstrate the latest interior and exterior home lighting

ideas in the same way that one portion of the Nela Park

Lighting Institute is set aside for that purpose.

Display totally new ideas in electronic home entertainment, as

well as other concepts of electronic living.

The latest major appliance and housewares concepts could be

demonstrated, both General Electric and Hotpoint.

And in this bright new display showcase, hundreds of thousands

of visitors could receive information on not only General

Electric products, but the names and addresses of G.E.

dealers, distributors and service centers throughout the West

and across the nation.

It should be emphasized that this product area is flexible.

The Gold Medallion home is only one idea that might be considered

and there are of course many others.

Audience participation is a keynote of Disneyland's success -

participation that combines entertainment with a strong sales

effort. General Electric's "Progressland" can fit this pattern

and, just as at the World's Fair, it can become an outstanding

"hit" at the Magic Kingdom for more than 4,000,000 guests every




Public Relations


Through our talks with many people in many areas of General

Electric during the past few months, and the information contained

in this brochure, we believe the marketing implications of a G.E.

pavilion in Disneyland are fairly clear:

* 4-5,000,000 annual audience exposure (inside General

Electric's own pavilion) - the highest capacity attraction in

Disneyland at the heart of the U.S.A.'s fastest growing


* National advertising-merchandising tie-ins which can parlay

Disneyland in sales activities.

* Enhanced dealer-distributor relationships, both regionally

and nationally.

* A rallying point and place for General Electric's Western

sales effort.

The potential public relations payoffs are worth noting, too.

More and more studies today show that companies which are willing

to do more than simply sell a customer products are the companies

which grow in customer esteem and - hand in hand - grow in consumer

sales. The blending of family entertainment and straight product

sell, in a Disneyland pavilion, could play an important role in

building esteem and, thereby, increasing sales for General


In this section, however, we want to dwell primarily on the

fact that the widespread acceptance of the name Disneyland offers

a powerful and marketable tool to General Electric's advertising,

promotion and merchandising activities.

Part and parcel of a Disneyland contract is the right to use

the Park symbols and identification for Disney-approved sales and

merchandising programs.

Walt Disney Productions maintains a highly skilled staff of

advertising, merchandising and promotion experts who are available

to work with G. E. in formulating plans and programs that will

spell dollar values in the market places of America. We pledge our

wholehearted cooperation in such activities.

These examples are Disney-generated ideas that were developed

without the in-depth knowledge of G-E sales and advertising

problems. We present them only as an indication of the type of

creative talent that will be made available to General Electric and

its participating components when "Progressland" becomes a reality

at Disneyland.


1. Creation of special, new Disneyland-General Electric

characters for use by a specific division.

The basic idea (in this case one which might be useful to the

Lamp Division): the "Lite" family, a family of animated light bulbs

as per the rough sketches shown on these pages. The "Lite" family

would live in the "Lite-house" at G.E.'s Progressland in

Disneyland, and could sally-forth to the American public via tie-in

ads, TV commercials, P-O-P displays, or sight gags on bulb cartons.

2. Creation of special, new Disneyland-General Electric

characters which could be used by all G-E consumer divisions in

their advertising and merchandising.

The basic idea: G.E.'s Disneyland Genie from Progressland in

the Magic Kingdom ... a distinctive, attractive figure representing

the strength and inventive genius of a corporation that makes the

magic of yesterday the reality of tomorrow.

The play-off of the magic of Disneyland and the magic of G. E.

products can be a touchpoint for advertising and sales promotion.

Another is that Disneyland is a symbol of family pleasure and

enjoyment; and G.E. products give the family more pleasure in the

home, and more leisure time for other enjoyments.

G.E.'s Disneyland Genie, a powerful yet friendly fellow, would

have a diminutive, Disney-type friend. While the Genie would

appeal to men, his little cartoon friend would appeal to mothers

and children. Properly handled, both would have the potential of

becoming standard cartoon characters.

Through the Disney Merchandising Division we could help

promote the Genie concept in children's books, toys, games and

records. And at the same time, the characters could be used

effectively for warmth and humor in certain types of G-E promo-

tional programs, ads, commercials, and point-of-sale materials.

As an example of how the Disneyland Genie idea could form the

basis of an integrated umbrella promotion for all divisions-one

which could establish the relationship between G.E. and Disneyland

and stimulate sales activity-assume a national contest.

G.E.'s DISNEYLAND GENIE CONTEST would be aimed at women. It

would grant "three wishes" to the winners. Contestants would have

to go to their local General Electric dealer and get their "G.E.

WISHING CARD." The card would list 30 prizes. The prizes listed

would, of course, include General Electric big ticket product

items, plus "packages" of smaller traffic items. Cards could be

coded and run on a sweepstakes basis.

Contestants would go to the General Electric dealer and look

for the G. E. Genie display for entry cards. They would merely

circle their three wishes and put it in the mail. The reverse side

of the card would be a self-mailer, with a picture of the G.E.

Genie and addressed to: G.E. Genie, Progressland, Disneyland,

Anaheim, California.

Ten winners would be flown to Disneyland, where the G.E. Genie

would grant their three wishes (selected from items on the entry

blank: such as a complete General Electric kitchen, a wardrobe of

Dior originals, and 25 or 30 other prizes in that value range).

This over-all contest could be supplemented by specific

merchandising devices involving the moving of merchandise in the

various divisions.

Disneyland has actively sought to assist and cooperate with

its lessees in using Disneyland themes in their own advertising,

marketing and public relations programs ... and in tieing in with

the Park's own marketing activities.

We believe that in this way, we can serve our lessees, and

ourselves, both outside and inside Disneyland:

* Outside, by helping to stimulate the company's own product

sales, and

* Inside, by bringing more people to the Park, and ultimately

to the lessee's pavilion. There, the Disneyland participant

may expose his product message to the guest in a personalized,

friendly way while that guest is part of a captive audience.

Many of Disneyland's 29 current lessees, as already noted,

have made Disneyland work for them in substantial, sales producing



1. The Exhibit will consist of the Carousel Theatre show now

included in the General Electric Exhibit at the New York World's

Fair, with appropriate General Electric displays, all to be housed

in a structure to be approved by WED Enterprises, and will be

constructed in the Tomorrowland area of Disneyland.

2. The term of the contract will be for a period of five (5)

years commencing with the opening of the Exhibit in Disneyland in

April 1967. The contract, once signed, will give General Electric

"exclusivity" in Disneyland-that is to say, as long as the contract

exists, either in its original form or as a renewal, no other major

electrical-electronics appliance manufacturer or retailer will be

given the opportunity to erect a pavilion in Disneyland.

3. In the fall of 1966 and the spring of 1967, General

Electric would erect the building, with Walt Disney Productions

reimbursing G.E. for all facility costs, including architect's fee

and engineering supervision. WDP will also reimburse G. E. for

transshipment expenses, if requested, although such expenses are

not included in the attachments.

4. Walt Disney Productions would then become the owner of the

building and lease it back to G.E. for a five year period. An

annual rent figure will be established based on total facility

cost, less $850,000 credit (per WED-GE World's Fair contract) with

1/5 of approximately 2/3 of the principal payable during each year,

plus 5% interest calculated on the amortized cost of the


5. At the end of 5 years, the 1/3 balance of principal will,

if General Electric does not choose to renew its lease, be

considered the Residual Value of the building. Thus General

Electric will be absolved of further financial responsibility if

the company does not renew.

6. If General Electric does renew for another 5 years, the 1/3

balance will become the base for calculation of a new rent schedule

upon the same terms and conditions.

7. It will be the responsibility of General Electric, subject

to the prior approval of WED Enterprises, as to plans and

specifications therefor, to remove from the World's Fair and to

transport to Disneyland and install the Carousel Theatres and

certain related equipment and facilities and to construct the basic

structure to house the Exhibit, the general detail of which, and

the current estimate of the cost thereof, as determined by General

Electric, is described in this brochure. The responsibility of

General Electric as aforesaid shall include without being limited

to the following:

A. The selection of an architectural firm to prepare

complete plans and specifications for the facilities to

house the Exhibit on a site to be selected in


B. The selection of the general contractors to bid on the


C. The awarding of the bid to the general contractor.

D. The design and construction of the General Electric

product area,

E. The design and construction of the exit area from stage

six into the G-E product area.

The selection of the architectural firm, the general

contractor, and drawings pertinent to the aesthetic value

of the facilities and/or the product displays are subject

to WED Enterprises, Inc. approval.

8. Disneyland will assume the responsibility of preparing

the site at Disneyland, striking all stage sets, furnishings,

Audio-Animatronic figures, lights, controls, sound equipment and

all other related show components at the New York World's Fair,

deliver the same to Disneyland, refurbish the same and cause their

installation in the General Electric Exhibit, all as shown in more

detail, together with the current estimates of the cost thereof as

set forth in this brochure.

9. Disneyland will assume the responsibility for the

operation and maintenance of the Exhibit, exclusive of the General

Electric displays. This will include Carousel staffing,

supervision,. uniforms and wardrobe expense (cleaning and laundry),

show maintenance and enrichment as appropriate. General Electric

will reimburse Disneyland for the costs of such operation and

maintenance and any operating or maintenance expense in connection

with the General Electric displays assumed by Disneyland, and will

have the right to approve any show or staffing or major technical

change which will increase costs to G.E. The current estimates of

the annual cost of such operation and maintenance is shown in this


10. In addition to the foregoing, General Electric shall pay

to Disneyland the sum of $200,000 annually. This fee will

represent payment for land rental, for patent rights on the Disney

Audio-Animatronic figures, and will provide for Disney profit on

this venture. In addition, the fee will give General Electric the

right to use the Disneyland name, themes and symbols, in

association with the advertising and promotion of G.E. products.

The value of this right is obvious, witness the ways in which other

Park lessees have already exploited it via

Product packaging

P-O-P displays

Internal and external merchandising programs

Direct mail

Audio-visual presentations such as films and


Space advertising

Display advertising

Radio-TV advertising

As noted elsewhere in this proposal, the Merchandising

Division of Walt Disney Productions will also be available to

assist General Electric divisions in formulating programs that can

take maximum advantage of the Disneyland name, themes, and symbols.

These services will be provided under the same terms and conditions

offered to other lessees in the Park.

11. Since the present concept of the G.E. Building does not

include a VIP Lounge, Disneyland will (be able to) provide ample

facilities and services for the handling of VIPS sponsored by G.E.

A special 2nd floor private deluxe lounge is being incorporated

into our plans for the New Orleans Square, which is now in design

and will (be constructed to) open in the summer of 1966. The

lounge will be available to G.E. on a reservation basis and will be

adaptable for meetings, luncheons, or dinners, and other guest

services. It will be in effect a private club type of operation,

located on the 2nd floor of New Orleans Square - with a sweeping

view of Frontierland and the Rivers of America.

Reception hostesses will also be provided by Disneyland, and

will be on call as required. They can be dressed in special

G.E. hostess outfits, and will be made available on an hourly

cost basis. These young ladies have had wide experience in

the handling of VIP parties, including kings, queens, other

dignitaries and business leaders from all parts of the world.

Tickets for admission to Disneyland and its rides and

attractions will be made available to G.E. for its guests at

the regular lessee discount rate, which is 2O% below the list

price when purchased in quantity.

Based on the foregoing, the estimates have been prepared

jointly by a WDP-WED-GE study team, to indicate the base costs of

the proposed Disneyland facility. These are presented in the final

section of this report.

COST ESTIMATES (in thousands of dollars)

FACILITY (non-recurring costs)

1. Building

Cost at Disneyland $2,090

Savings from New York

World's Fair Salvage (345)



2. Carousel Show

Original Cost 1,559

Write-off-2 year

New York World's Fair (1,559)



Disneyland Installation 485

3. G-E Product Displays

7000 sq. ft. at $70/sq. ft. plus contingency

for initial display fabrication 543

Less these Credits and Deductions:

Option-Fee Credit from

New York World's Fair Contract (850)

Residual Value-Equivalent to

32% of Facility Cost (565)


NET COST $1,358


Actual Cost of Facility, Carousel Show,

and GE Product Displays $4,192

Net Cost to General Electric 1,358


PREMIUM $2,834




First $1,380 $ 46 $163 $209

Second 1,104 46 163 209

Third 883 46 163 209

Fourth 707 46 163 209

Fifth 565 46 163 209

----- ---- ---- ------

First Five Years $230 $815 $1,045

Sixth $452 $ 14 $113 $127

Seventh 361 14 113 127

Eighth 271 14 113 127

Ninth 181 14 113 127

Tenth 91 14 113 127

---- ---- ---- ----

Second Five Years $70 $565 $635

---- ---- ---- ----

TOTAL -0- $300 $1,380 $1,680

===== ====== ======

* See previous chart. This principal is the sum of Facility and

Carousel Show costs, less Option-Fee credit and Residual Value. It

does not include Product Display Fabrication Costs, which, per the

next chart, will be written off 100% in the first year.



Lease- Disney G-E Fabri-

Year Fee Back Carousel Displays cation Total

First $200 $209 $501 $236 $543 $1,689

Second 200 209 501 236 - 1,146

Third 200 209 501 236 - 1,146

Fourth 200 209 501 236 - 1,146

Fifth 200 209 501 236 - 1,146

------ ------ ------ ------ ---- ------

$1,000 $1,045 $2,505 $1,180 $543 $6,273

Annual Average Cost to proposed General Electric components

(MAD, Housewares, Consumer Electronics, Lamp, Hotpoint, M&PRS)

1st Year.................................. $ 281

2nd Year.................................. 191

3rd Year.................................. 191

4th Year.................................. 191

5th Year.................................. 191

Total five year cost per sponsor.......... $1,045



1. Building

a. Carousel Theater Building, including mechanical

equipment room:

Structure, excluding theater $312

Moving theaters 420

Air-condition moving theaters 40

Lighting and electrical 56

Power distribution 10

Roof drainage 2

Sprinklers 17

Mechanical equipment room 18



b. Moving ramp, canopy and sign 75

c. Stage 6 exit, center well

and model home, landscaping-walkways 395

RECO supervision of design

and construction 40

Architectural fee 100



RECO-contingency (15%) 210



WED-Design approval, etc. 50


Total Building $1,745

2. Show

a. WED Carousel Theater-Estimates based on re-locating show

from New York to Disneyland with:

1. Strike New York sets electrical

equipment, re-handling, storage, etc. $24

2. Load and ship to Disneyland 30

3.Set installation

(repaint and replace as required) 158

4.A-A figures 150



WED-WDP Supervision 60



15% Contingency 63


Total Show $485

3. Product Displays

a. Downramp-Corporate

1400 sq. ft. at $70/sq. ft. $ 98

b. Consumer Division Product Displays

1120 sq. ft. per Division

x 5 x $70 sq. ft. 392

15% Contingency 73


Total Product Displays $543




1. Disneyland Annual Operations


a. Operations


Summer Supervisor $ 5

17-man Operating Staff

(summer, winter) 97



Materials (including wardrobe

maintenance) 10



Overhead-20% 22



b. Maintenance - Theater

Labor $74

Materials 29



Overhead-20% 21



c. A-A maintenance and renovation 20

d. Building renovation and repair 60

Total Facility

e. Property taxes 38

f. Utilities 50

g. Insurance 10



15% Contingency 65


Total Disney Annual $501

2. G.E. Annual Operations

a. Supervision Manager

(1 at $15 + 30%) $20

Summer Assistant (1 at $6 + 30%) 8

Secretary (1 at $5 + 30%) 6



b. Flow - Summer

(4 people x 8 hrs/day x 7 days x

18 weeks x $2.50/hr x 2 shifts) 20

Flow - Winter

(2 people x 8 hrs/day x

5 days/wk x 34 weeks x

$2.50/hr x 1 shift) 7



c. Product demonstrators - Summer

(4 people x 8 hrs/day x 7 days/wk

x 18 weeks x $2.75/hr x 2 shifts) 22

Product demonstrators - Winter

(4 people x 8 hrs/day x 5 days/wk

x 34 hours x $2.75/hr x 1 shift) 15

Uniform and wardrobe expenses:

$300/demonstrator x 7

(estimated total personnel to

be fitted per year) 2



d. Refurbishing, renovation of

product displays

Estimated 10% of initial display

fabrication costs $50

e. Maintenance

Cleaning - Summer

(2-1/2 men x 8 hrs/day x 7 days/wk

x 18 weeks x $2.96/hr) $ 8

Cleaning - Winter

(2 men x 8 hrs/day x 5 days/wk

x 34 weeks x $2.96/hr) 8

Materials 5



20% Overhead on items a thru e 34

15% Contingency on total 31


Total G.E. Annual $236




General Electric already has the sum of $850,000 on deposit, available

to be applied against the cost of presenting "Progressland" at Disneyland.

This sum, added to the $565,000 residual value that Disney is willing to

accept, totals $1,415,000. Applied against the total cost of the Pavilion at

Disneyland, this results in a "premium" or savings that represents the

greatest value to an exhibitor in the ten year history of the Magic Kingdom.

Progressland at Disneyland will have a daily capacity of 40,000 guests,

placing it at the top of the list of all Park attractions at this time.

Walt Disney's experienced merchandising and promotion staff pledges full

cooperation to General Electric in a continuing program of sales and

promotion development utilizing the internationally respected themes and

symbols of Disneyland.

Disneyland, a proven immensely popular family attraction with more than

50,000,000 guests in the past ten years, offers General Electric a Marketing

Showplace in the nation's fastest growing area - the Great American West.

Terms of the contract require a decision by General Electric by August

1, 1965.

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Interesting read Bill, thanks for sharing!

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