Disney made a number of mistakes in relation to planning for Euro Disney. While there was extensive research and planning, Disney may have disregarded some of the most important cultural aspects with regards to the development of Euro Disney. Such aspects were:
-Environmental and Location Factors
-Labor Laws
-Competition
-Financing
-and Cultural Differences
What Went Wrong with Choosing Paris?
1) Quality and design standards of U.S. parks deemed inadequate for European marketplace.
As the park was being constructed, Disney became concerned that the original plans, based on the Magic Kingdom in California, were too spurious for this land of real castles, kings, and queens. As a result, enhancements were ordered, and the park, originally budgeted at $2.0 billion ended up costing $3.8 billion.This pushed Euro Disney's break-even parameters sharply higher, perhaps beyond its ability to deliver.
2) Paris winters are particularly uninviting.
The nasty cold and rain between November and March depressed attendance far below expectations. Disney seemed to have greatly underestimated the importance of warm weather on winter attendance. Its Florida and California experiences were not discounted enough, especially in winter.
3) Unlike Americans, Europeans will not take their kids out of school to visit Euro Disney.
Europeans take school much more seriously. They are far less likely than Americans to pull their kids out of school for frivolous reasons, like visiting a theme park. This further erodes Euro Disney attendance, especially during the long 10-month period when schools are in session.
4) European's just don't share the same values as most Americans
Many of the initial logos featured images of the American southwest and tried to promote the ideas of attending a park that is suited for Americans. The problem laid in the fact that most French and Europeans in general have no desire to be treated as Americans, and they do not want to attend a park that caters to the American persona. Another small issue with Euro Disney was its no alcohol policy. Alcohol is something that all families in Europe typically drink, and laws and strictness with regards to it are usually taken much lighter. Disney's no alcohol policy deterred adults from wanting to attend and bring their families.
-Environmental and Location Factors
-Labor Laws
-Competition
-Financing
-and Cultural Differences
What Went Wrong with Choosing Paris?
1) Quality and design standards of U.S. parks deemed inadequate for European marketplace.
As the park was being constructed, Disney became concerned that the original plans, based on the Magic Kingdom in California, were too spurious for this land of real castles, kings, and queens. As a result, enhancements were ordered, and the park, originally budgeted at $2.0 billion ended up costing $3.8 billion.This pushed Euro Disney's break-even parameters sharply higher, perhaps beyond its ability to deliver.
2) Paris winters are particularly uninviting.
The nasty cold and rain between November and March depressed attendance far below expectations. Disney seemed to have greatly underestimated the importance of warm weather on winter attendance. Its Florida and California experiences were not discounted enough, especially in winter.
3) Unlike Americans, Europeans will not take their kids out of school to visit Euro Disney.
Europeans take school much more seriously. They are far less likely than Americans to pull their kids out of school for frivolous reasons, like visiting a theme park. This further erodes Euro Disney attendance, especially during the long 10-month period when schools are in session.
4) European's just don't share the same values as most Americans
Many of the initial logos featured images of the American southwest and tried to promote the ideas of attending a park that is suited for Americans. The problem laid in the fact that most French and Europeans in general have no desire to be treated as Americans, and they do not want to attend a park that caters to the American persona. Another small issue with Euro Disney was its no alcohol policy. Alcohol is something that all families in Europe typically drink, and laws and strictness with regards to it are usually taken much lighter. Disney's no alcohol policy deterred adults from wanting to attend and bring their families.