Relationship Marketing Strategy and implementation

oriented attractions in eight pavilions, with the culturally themed attrac-
tions of the World Showcase, consisting of six attractions in 11 “country
pavilions.”^12
Disneyland, which opened in 1955, was the company’s first theme park.
Located near Los Angeles, California, it featured over 50 attractions in
seven themed lands. Tokyo Disneyland was designed by Disney but
owned and operated by the Oriental Land Company. Its 114 acres was one
and one-half times as large as the Disneyland in Southern California, but it
was substantially similar in concept to this property.^13
By early 1992, the company owned and operated hotel properties con-
sisting of 17,000 rooms and 580,000 square feet of meeting space, through
its development of its Florida property.^14 In 1990, over 50 million people
visited Disney parks,^15 and 1991 attendance showed a slight decline due to
economic recession (estimates for 1991 attendance ran as high as 57
million, including Tokyo Disneyland’s 16 million).^16 In 1989, which was
likely a typical year in recent experience, roughly twice as many people
visited the larger Walt Disney World park than the Southern California

The recruitment and internal market domains 353

Table 5.2.1 The Walt Disney Company financial summary ($ millions, except return

on equity percentages)

1991 1990 1989 1988

Revenues 6,182 5,843 4,594 3,438

Net income 637 824 703 522

Return on equity 17% 25% 26% 25%

Capital spending 1,425 1,352 1,414 1,043

Sources:The Walt Disney Company Annual Report (1991);The Walt Disney Company Fact Book

(1991).

Table 5.2.2 The Walt Disney segment financial data ($ millions)

1991 1990 1989 1988

Revenues:

Theme parks, resorts 2,865 3,020 2,595 2,042

Filmed entertainment 2,593 2,250 1,588 1,149

Consumer products 724 574 411 247

Operating income:

Theme parks, resorts 617 889 785 565

Filmed entertainment 318 313 257 186

Consumer products 230 223 187 134

Sources:The Walt Disney Company Annual Report (1991).