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Shanghai Disneyland

I only hope that we don't lose sight of one thing - that it was all started by a mouse.
-Walt Disney

On a beautiful March day in Orlando, Andy Berst strolled down Main Street at the Magic Kingdom contemplating a new project proposal. Andy, the Director of Finance for Hong Kong Disneyland, had spent the last four years developing and preparing for the launch of Disney’s newest park on Lantau Island in 2005. It was now 2003, and as he prepared to move to his new office in Hong Kong, he received a call from CEO Michael Eisner’s office to discuss the possibility of a new venture in Shanghai.

Berst, like many higher managers with the company, knew that Disney was interested in breaking into mainland China for several years. On the other hand, he also knew that Disney had never built a park in a communist country, or what could be considered an emerging market. However, with the recent announcement from rival Universal-Vivendi confirming their intentions to build a Universal Shanghai to open approximately the same time as Hong Kong Disneyland, Disney executives were anxious for their own counter-strike in the mainland. As he walked towards Cinderella’s Castle, Andy’s mind began to work out the details of a Shanghai Disneyland.

The Walt Disney Company’s Theme Park and Resorts Division

Disneyland will never be completed. It will continue to grow as long as there is imagination left in the world.
-Walt Disney

History

In 1955, Walt Disney opened the company’s first theme park in Anaheim, California, after just one year of construction. At a cost of $17.5 Million, the partially completed park welcomed over 28,000 people on its first day. More recently, Disneyland has recorded approximately 12 million visitors annually, and opened another park, California Adventure in 2001.

Frustrated with space constraints after the first...

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