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The Carousel of Progress at Disneyland

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#1 Bill Cotter

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Posted 12 May 2009 - 06:16 PM


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.

#2 Bill Cotter

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Posted 12 May 2009 - 06:26 PM

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.

#3 worldsfairent


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Posted 13 May 2009 - 08:01 AM

An entertainment contract unlike any I've seen before-- very interesting stuff, Bill-- thanks for sharing it.

#4 j4sing



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Posted 13 May 2009 - 12:52 PM

Interesting read Bill, thanks for sharing!

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