Disney is set to launch its much awaited California Adventure theme park this week in Anaheim, California. For the first time, Disney is taking a calculated risk in expanding an existing park to such a great degree. The 55 acre park (built in Disneyland's car park)has been designed with the state of California as it's theme, along with Downtown Disney (a shopping, dining and nightlife district) to make the entire theme park more than a one day experience.
While Disney has been successful in the past when launching new theme parks, there are mixed reactions to the latest addition, given the current economic climate. Claims that everything from rising gasoline prices to California's power crisis have been cited as being less than ideal for the success of the park.
In a report on Sun-Sentinel.com, Christopher Dixon from UBS Warburg mirrors Disney's optimism by stating, " ...it is not a $5 billion park designed for 12 million people a year,... In the face of concerns about the economy, this strategy is expected to be much more successful."
During the 2002 fiscal year, Disney expects the new park to be generating $1 billion per year and is already making plans for a further 30 acre expansion in 2002 if their attendance expectations are met.
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