Decision to Build
In which year did Euro Disney officially open?
1992
What major controversy arose concerning food and beverage offerings at Euro Disney?
Disney initially refused to serve wine, which upset French visitors who consider it a staple of meals.
What was Euro Disney’s total budget at the time of its opening?
$4.4 billion.
What was the role of “Disney University” in preparing employees for Euro Disney?
It trained cast members in Disney’s customer service philosophy and operational procedures.
How did Tokyo Disneyland’s success influence Disney’s expectations for Euro Disney?
It led Disney to believe that cultural differences wouldn’t be a major issue, which proved incorrect in Europe.
What was one major reason France was chosen over Spain for Euro Disney’s location?
France’s central location in Europe, providing easy access for a larger population.
Why did some French intellectuals criticize Euro Disney as “cultural imperialism”?
They saw it as an Americanized, consumer-driven invasion that clashed with French cultural values.
How did Disney structure its ownership in Euro Disney, and what was its equity stake?
Disney owned 49% (later reduced to 42%) of Euro Disney, while the rest was publicly traded on the French stock exchange.
Why did Disney’s strict dress code cause backlash among French workers?
French employees found it overly restrictive, as it banned facial hair, colored stockings, and required “appropriate undergarments.”
What major lesson did Disney learn regarding customer expectations in Europe?
Europeans had different expectations for service, dining, and vacation experiences, requiring more localization.
What was one of Disney’s major assumptions about European vacation habits that influenced their decision?
Europeans take longer vacations than Americans, meaning they would be more willing to visit theme parks.
How did the park attempt to localize its design to European culture?
It incorporated European fairy tale themes, used bilingual signage, and featured architecture inspired by European settings.
What unexpected financial challenge caused Disney’s stock price to drop shortly after the park opened?
Lower-than-expected attendance and financial losses led to a drop in Disney’s stock.
How did Disney try to ensure that staff were well-trained in customer service before the park opened?
They brought in experienced managers from other Disney parks and trained 270 managers in Disney’s service standards.
How might Disney adjust its marketing strategy if launching a second European park?
Emphasize local culture, offer more flexible pricing, and focus on attracting local visitors.
How did the French government financially support the development of Euro Disney?
They provided loans, extended public transportation, reduced the VAT on goods sold, and subsidized land costs.
What key difference in customer behavior between Americans and Europeans led to issues in restaurant service?
Europeans prefer long, sit-down meals at specific times rather than quick, on-the-go dining like Americans, leading to overcrowded restaurants and slow service.
How did the park’s first-year attendance compare to Disney’s initial projections?
Attendance was significantly lower than expected, especially from local French visitors.
What issue did Disney face with housing for Euro Disney employees?
Many employees could not afford Parisian housing, and the local area lacked sufficient accommodations
What potential adjustments could Disney make to pricing and promotions to attract more local visitors?
Lower ticket prices, offer seasonal discounts, and create packages tailored to European vacation habits.
What key mistake did Disney make in predicting attendance for Euro Disney’s first year?
They overestimated attendance, expecting 11 million visitors but struggling to reach their target, especially with lower-than-expected local turnout.
What unique challenge did multi-national visitors present to Euro Disney’s service model?
Cast members had to navigate language barriers and differing cultural expectations for hospitality and service.
What financial steps did Euro Disney take after its initial disappointing results?
Lowered hotel rates, cut staff, and adjusted marketing strategies to attract more visitors.
What were the primary reasons behind high employee turnover in the first 100 days?
Harsh working conditions, long hours, cultural clashes, and dissatisfaction with Disney’s strict policies.
Should Disney proceed with a second theme park in Europe, and what major factors should influence that decision?
Yes, but only if they adapt to European cultural preferences, improve financial planning, and adjust operations to avoid past mistakes.