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Sales pitch V2.0

After a firm rebuke from 31 different nations, Disney park planners faced a seemingly impossible challenge. They had to bring the vision of their dead founder to life in a way that would honor his memory. And they had to do it without the passionate support of any single nation. Corporate execs felt confident that if they could entice a couple of major countries to join the World Showcase, others would feel more pressure to join.

A new outline was created for the World Showcase that reflected the company’s desperation. While noting the lack of participants at the start, Disney explained to its shareholders that companies simply weren’t willing to spend money on a questionable tourist venture in a foreign country. 

Image: Disney

The World Showcase would still finance itself, though. Disney would target international businesses rather than governments. Park planners accepted that they’d aimed too high with their original outreach program. A handful of countries acknowledged that they were willing to participate in the World Showcase, even at the risk of incurring the wrath of the BIE. They would only do it for free, though.

The World Showcase needed a different revenue stream to survive. What park financiers started to do was reach out to potential countries. This new diplomacy mission simply required a head count of who would provide a definitive yes if Disney paid for everything.

Once they had those countries onboard, Disney reached out to some of the most prosperous corporations from said countries. They brokered deals to split revenue with any businesses willing to pay for some of the initial costs. One of the recurring issues when Disney opens new theme parks is that they run into cash-flow issues.

The best way to solve such financial woes is by finding interested parties to agree to joint revenue plans. It’s how Disney financed several of the 1964 New York World’s Fair programs before persuading the corporations to pay for the transportation of those attractions to Disneyland. Uncle Walt would have LOVED the ensuing World Showcase negotiations since they aptly represented his business skills (and those of his brother, Roy).

Nine Pavilions, 19 Sponsors

Image: Disney

When EPCOT Center debuted in 1982, the World Showcase included nine Pavilions, eight of which represented foreign countries. NO international government paid as much as a dime for these Pavilions. Disney still managed to offset part of the $800 million cost of EPCOT Center through partnership agreements with corporate entities. Here’s the list:

The United States Pavilion aka The American Adventure had sponsorship deals with American Express and Coca Cola. In lieu of mom and apple pie, those are the most obvious brands available. It’s interesting that Disney has negotiated long-term deals with Coca Cola AND Pepsi Cola over the years, too.

The United Kingdom Pavilion included three licensing and sponsorship agreements with Bass Export Ltd. (now known as Bass Brewery), Pringle of Scotland (a knitwear retailer), and Royal Doulton (glassware and collectibles).

The France Pavilion enjoyed the second largest number of sponsorships, one of which continues to pay dividends for foodies today. Barton & Guestier (winemakers), Guy Laroche (perfume and clothing manufacturers), Lanson Champagne, and The France Chefs all licensed deals with Disney. The France Chefs included Paul Bocuse, founder of the legendary cooking competition, the Bocuse d’Or. He and his family have also hosted one of Epcot’s finest restaurants, Les Chefs de France, which his son Jérôme continues to operate today.

The Japan Pavilion only managed one sponsor, but that vendor has proven incredibly lucrative over the years as well. Mitsukoshi, Inc. has run Mitsukoshi Department Store since the park’s inception, and the retail outlet maintains its status as arguably the most popular merchandising location at Epcot to this day. Fans of Kawaii get stars in their eyes when they think of its merchandise.  

The Italy Pavilion had two sponsors, and they were of the food and wine variety, a tactic that later became Epcot’s bread and butter. Alfredo, The Original of Rome aka L’ Originale Alfredo di Roma Ristorante traced its lineage back to the old country. It was there that Alfredo Di Lelio founded a restaurant bearing his name that has become an Italian staple over the past century. Epcot’s securing a central Floridian franchise was something of a coup, and they secured a 25-year contract. The restaurant remained open for exactly 25 years, as Alfredo refused to extend the deal. The other sponsor was Brolio/Ricasoli & Bersano Wines of Italy, the second oldest winery in the world.

The Germany Pavilion claimed the most sponsors. Five of them signed up for this endeavor. Bahlsen is a 19th century food producer whose products are still available at Epcot today. Beck’s Brewery, also known as Brauerei Beck and Co., provided the adult suds that made every day at the park feel like Oktoberfest. Wine also had representation thanks to Schmitt Söhne.

The other authentic cultural tie-in disguised as a sponsorship was Goebel. Their store would sell the finest products, and artisans would occasionally personalize them for Disney tourists. While their products are still available, the store is now a Werther’s. Hutschenreuther joined Goebel in selling products befitting German heritage with their line of Bavarian porcelain.

Finally, the Mexico Pavilion also followed the food and wine path. Moctezuma Brewery was always one of the most popular breweries in the world, eventually winding up as a purchase of Heineken International during the 21st century. The other sponsor was unique. It was the entire San Angel Inn construction, including the building as well as the stores and restaurants inside. It’s effectively a theme park mirror of the very real property in Mexico City.

Neither Canada nor China had sponsors for their pavilions in 1982, showing that Disney wasn’t always able to broker a deal. The fact that several of these sponsorships lasted for decades wasn’t accidental, and it directly leads to Disney’s expansion problems that followed. Let’s discuss them now.

 
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Comments

Interesting article! It certainly puts the conversion of Maelstrom into Frozen in a new light. By placing such a popular property into World Showcase, Disney is likely hoping for increased visits (and revenue) for EPCOT. If business gets better, it could be a deciding factor for nations still on the fence about pavilions of their own.

Disney doesn't seem to know what to do with Epcot. Futureworld just closes things and doesn't replace them. It's kind of sad to walk around there. I don't have any ideas for that except just don't make the place seem like a graveyard.

The Food and Wine festival proves how popular a world showcase can be.They should just bite the bullet and pay for more countries. There don't even have to be rides, just more culture. I think additions of countries could reinvigorate the park.

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