Tracking down the elusive president of Disneyland
For five months now, I’ve been tirelessly searching for proof of the existence of Ed Grier. I’ve seen his name in press releases and his picture at media events, but I’ve never actually seen him. In fact, I don’t personally know any guest who’s had a “Grier sighting,” as was common with the previous president of Disneyland, the ultra-visible Matt Ouimet.
Cast members, too, don’t see nearly as much of him, outside of scripted appointments—giving a speech at a press event or community outreach, accompanying an Imagineer or executive to the Finding Nemo submarine attraction construction site, smiling at the Christmas party. His personality and thoughts have been equally absent from his quotes in newspaper articles, which no doubt were crafted by cagey P.R. staffers.
So it was with wild glee that yesterday morning I opened the business section of The Orange County Register to discover that reporter Andrew Galvin had bagged the big prize: an exclusive interview with Grier himself! Finally, I was going to get to learn a little bit about what this man was like, what he had to bring to Disneyland, what issues he was looking to address, and what his plans were for the future.
Was he, like Ouimet, a tireless problem-solver, who recognized the daunting challenges ahead and did everything he could to tackle them head on?
Or was he, like Cynthia Harriss, a powerless communicator, able to talk and hug her way out of any tight spot, but unwilling to fight for improvements?
Or maybe, like Paul Pressler, a shameless salesman, out to jack up profits at any cost so he could get promoted the heck out of Anaheim as quickly as possible?
Or perhaps, like Jack Lindquist, a well-meaning traditionalist, willing to make concessions in exchange for preserving as much magic as possible?
We may never know. What ensued was possibly the most vague interview I have ever read. In answer after answer, Grier obfuscates and redirects the question until, after a paragraph or two of “from the standpoint of”s and “what I can tell you”s, you think he may have actually said something. If I had been the interviewer, about halfway through I probably would have begun beating my head against the nearest wreath-topped lamppost.
Even Pressler, in his first big interview with the local press, told us a lot about himself, by making promises such as that the submarine attraction would not close until he was ready to begin work on a replacement. His tangling of truth told us plenty about his priorities and that he couldn’t be trusted.
But Grier, if this article is any indication, remains a cipher. To be fair, the editor at the Register broke the interview into two halves—one primarily business-oriented, the other predominately personality-oriented. Both sections are accessible on the newspaper’s Web site, but only the Disneyland-focused material was quoted in the print edition. For readers expecting to learn a little bit about how things operate at the Magic Kingdom, think again.
First, as recounted in the print edition, he was asked about his perceptions of Disneyland. His answer—that the 50th anniversary promotion was very successful and that the Disney brand is popular all over the world—had nothing to do with the question.
Next, he was asked what he wanted to achieve. He said he was still learning, but did know that Disneyland draws more locals than Disney World. Good. Again, not really what he was asked, but at least he recognized the fundamental difference between the two resorts.
Then, Grier was asked if he had identified anything that needs work. His answer: “No.” Evidently he’s content with out-of-control employee turnover, intense congestion at Disneyland, and languishing underperformance at Disney’s California Adventure.
The interviewer discreetly tried to bring up the employment issue. Grier said that, with low unemployment, recruiting is a challenge for all area business, again deflecting the question away from Disneyland.
Valiantly, the reporter stayed at it. What about affordable housing initiatives? Again, Grier said that was Orange County’s problem, not Disneyland’s per se.
Beaten, the newsman moved on. He asked about new attractions. Grier let the cat out of the bag: the subs are coming back. (That cat, of course, has been out of the bag for nearly two years now.) Unfortunately, he momentarily thought he was at Disney World. “20,000 Leagues is the location,” Grier announced, awkwardly adding that the attraction opens this summer in “the Disneyland park.”
Anything else coming? No.
What about at DCA? He rambled on for seven long sentences, hinting at a top-secret interactive attraction to open in 2008. He also should have warned people that by no means should they read MousePlanet or any of a dozen other sites that have already discussed the Toy Story-inspired Midway Mania ride that’s been under construction for months.
Quizzed three times about a possible third gate, Grier’s replies suddenly went from long, rambling paragraphs to a curt few words. He did admit that Disney owned additional land in Anaheim, confirming several years of news reports, press releases and legal filings, and that “land is very valuable.”
Realizing the interview might devolve further into ridiculousness, the reporter changed the subject. He asked Grier what sorts of questions cast members ask him. He said they want to know what it’s like at other parks around the world. Maybe, knowing that Grier has worked at Tokyo Disneyland and Disney World, employees might make small talk by asking about those parks. But, let’s face it, the average cast member is making a hair over minimum wage, working longer and harder due to understaffing, and is struggling to make ends meet, while watching the company and its top executives, Mr. Grier included, haul in obscene profits. Their biggest concerns do not center on “the acceptance of the Disney brand” overseas.
Finally, he was queried about his open-door policy. Grier related an anecdote about an hourly he chit-chatted with at a cast Christmas party. The story was supposed to show that he was approachable, but only worked to prove that he had nothing to say.
Grier, channeling his Inner Ray Gomez, had controlled the direction of the interview and made it to the end without really saying anything. Yet, I think it showed exactly what type of personality he is. He’s not a Showman or a Salesman, a Problem-Solver or a Back-Slapper. He’s a Politician. With his down-to-earth demeanor, Ouimet earned the nickname “Cast Member Matt.” Grier, I’ll call him “Senator Ed.”
Direct links to the articles at The Orange County Register as of December 14, 2006:
- Disneyland’s Grier talks about his plans for the park
- Disneyland’s Grier talks about his life, career and management style
