Business Case Studies & Business Publications

The Third Battle of Bull Run: The Disney...

Powell, Elizabeth ...

Case

The Third Battle of Bull Run: The Disney's America Theme Park (A)

Powell, Elizabeth A.; Stover, Sarah

BC-0177 | Published January 29, 2001 | 19 pages Case

Collection: Darden School of Business

Add To Cart Buy Now

Product Details

In the A case, Disney CEO Michael Eisner pondered whether to go forward with his plans for a U.S. history theme park called Disney's America, located in Prince William County, Virginia. The case depicts the origins of the Disney idea; one that Eisner hoped would distinguish his personal legacy and the company's work with local and state governmental officials. Alongside of these pro-growth efforts, opposition to the project grew. Originally the terms of the debate were about growth and environmental impact. After the project was approved by the state of Virginia, however, the terms of the controversy shifted to the sacred ground of the historical area. On these terms, Disney's image of wholesome family fun was tarnished and portrayed as saccharine "McHistory." The B case provides an epilogue and interpretations about why Disney ultimately abandoned the project.