In my last article (link), I outlined the right approach for getting a job at Walt Disney World. Today, I’m going to provide you the first part in a two-part series on a major, creative undertaking I once went through to get a job myself at Walt Disney World. I’ll outline half of that project in this article, and the other half next time, along with how it went.
But first, some context. In 1992, Walt Disney World announced it was working on a number of future projects, including the following known by these titles at the time:
- The Workplace:This idea coined by Michael Eisner suggested that it was interesting to watch industry at work. It would include seeing autos going through an assembly line or a baseball bat being made.
- The Disney Institute: Not the business programming group I would later became part of, this was the original idea conceived by Jane Eisner based on a Chautauqua-style experience where you would learn to cook and garden.
- Sports Complex: It seemed to make sense that you could go somewhere to play championship games. Still, it was not yet known as Disney’s Wide World of Sports. And ABC was still four years away from being purchased.
- Celebration: Little was known about this town, except that it would be built on the southern end of the Walt Disney World property, would have permanent residents and would have a “distinctly Disney element” in its look and feel.
- Amphitheater: This was a concept more tied in my mind at that time to the proposed Westcot concept out at Disneyland.
- Animal Park:Very little was said about this back then. My thinking was that it would be Florida themed. But no images or lands were shown or spoken of at this point.
Some of these projects you’ll recognize today. But, in 1992, there was barely more than a paragraph or two on any of them available through press releases. Or at least, if there was, I had little access to it living at that time in Fort Walton Beach, Fla. But after completing my thesis on Disney educational media in 1991, I decided to produce another document which could assist me in securing a professional opportunity within the Walt Disney World Company. Knowing that previous Imagineers had also produced some portfolio project (i.e. Tony Baxter and Big Thunder Mountain), I ventured forward with the idea of creating a park attraction that would showcase my abilities. Why not create something that really celebrated work and learning, which was the heart of my corporate training and development background? What started as an idea for a park attraction based on those ideas, eventually grew to the become the concept of an entire resort addition to Walt Disney World. It took the little-known concepts Disney was working on in 1992 and weaved them into one solid, and unique major Walt Disney World addition.
I had no formal dining room table at the time, so I put a desk and computer in my dining room, and attached bulletin boards all around. I went to work in designing something like no other. What I Imagineered became known—to me—as The Disney University & American Workplace. But more than a one-day amusement experience, this destination was intended to be a multiday learning resort experience for guests attending conferences and workshops, and a permanent home and training/development center for many of the unique departments and services that comprised Walt Disney World. It’s intended opening date was October 1, 2001, with groundbreaking on October 16, 1998, upon conclusion of the 75th Anniversary of the Walt Disney Company (and, coincidentally, my birthday).
This aerial sketch outlines a more 3D view of the entire Disney University & American Workplace. Drawing by J. Jeff Kober
The park’s location was to be south of 192 and west of I-4. This property, which is triangular in shape, was and is still undeveloped at Walt Disney World, and is perhaps some of the most valuable property on site because it is just off of those major roads and exchanges. In my design there were three hotels arranged to surround the property, along with an athletic complex, all of which would feed into the park. As for the park itself, The Disney University & American Workplace (DUAW), as the name suggested, hosted two themed sections—much like Future World and World Showcase were to Epcot. The American Workplace was actually designed as two themed places as well: Businessburg and Factoryville. We’ll overview The Disney University today.
Aerial computer drawing showing the entire Disney University & American Workplace. Drawing rendered by J. Jeff Kober
The Disney University served as the “Main Street” of the park—but it was also home to many attractions, as well. Furthermore, it served as a metaphor. Just as learning is a bridge to success in the workplace, The Disney University is the door, as well as the fork that spreads outward to the career-related concepts of The Workplace.
Unlike The Magic Kingdom’s Main Street, however, the entrance to the park would also have served as a hub, with streets forking out in several directions from the gate, rather than funneling guests down just one street. Guests could choose from a number of “weinies” cast on the end of several sticks. The Belle Library, Factoryville, The Walt Disney Tower of Dreams, and the Sports Disney Village quickly disperse the public in several directions.
Most guest services were available in or around the admissions building in a sort of town square. Various stores were clustered in this area, allowing guests to pick up film on the way in and do last-minute shopping on the way out. While the architectural style is principally Ivy League, it varied at points throughout melting into themes that took off from the park. Architecture, near Businessburg, for example had a style that was more Victorian and taller in height, creating a feeling of going toward a downtown area. Near the entrance to the Sports Disney Village, on the other hand it was more along the lines of college sports stadiums of the past.
Early logo sketch for Disney University & American Workplace shows Mickey in cap and gown, and Donald with a fire cap. Sketch by J. Jeff Kober
In all instances, the architecture was not just a blend from other college campuses. The statement focused as much on “Disney” as it would on “University.” Using some of the renowned architects that had already started shaping the Disney themes, buildings would have characters serving as pillars, or would have unusual interior motifs just as in the Team Disney buildings on both coasts and at the Casting Center at Walt Disney World.
Here’s a summary of the attractions, restaurants & shops that made up Disney University:
Follow this close-up version of the Disney University portion of the park to match the various descriptions with their locations. Click on the drawing to get a closer view. Computer drawing by J. Jeff Kober.
A1 Admissions Building. Just as it says, this was the turnstiles for entering the park. It’s preceded by the main parking lot, ticketing booths, and a compass plaza, which tells the time through a series of fountains working in seconds, minutes, and hours. Additional areas at the Admissions Building such as lockers and kennels composed the entire facility. Tours launched from here, and guest relations could be found as well. College Station News Stand–Marty Sklar, Proprietor sits adjacent as well, and offered last-minute souvenirs and sundry items.
A2 College Station. A transportation hub. One would carry guests throughout the park and to the the adjoining hotels; the other to a “school field trip” to either what would become Animal Kingdom or a conservation area close to the park.
A3 I’ve Got Environmentality. Hosted by J. Audubon Woodlore and Humphrey the Bear, this multimedia presentation would feature Walt Disney World’s approach to conservation. Here subjects such as recycling, water conservation and reuse, solid waste management, composting, energy conservation & “green” purchasing would be outlined. From there you would board the trains at the College Station to take a look at a conservation area. See D6 to know more about Animal Kingdom.
A4 Donald’s Adventures in Mathmagic Land. A dark ride featuring a dream sequence in which a bored Donald in a math class learns about the importance of mathematics in nature, architecture, inventions, and even games and sport.
Sketch suggesting a scene from the Donald in Mathmagic Land dark ride. Drawing by J. Jeff Kober
A5 Von Drake’s Math & Game Labcade. Adjacent to Mathmagic Land, Ludwig Von Drake offered a game arcade that built on principles of math. Think Sum of All Thrills, but way ahead of its time. Adjacent was Study Break, a small counter service provided a break from the educational attractions offered nearby.
A6 Learn, Work and Play. The centerpiece and E-Ticket attraction of this land. Located in the Disney University Library, guests would enter into a rotunda area with walls lined with books. Your head librarian, Belle, from Beauty and the Beast would send you on “flying carpet” books as you “sail on a tale” to a world where scores of Disney characters would be featured in the activities that surround the themes of learning, working and playing. Library Checkout was a library store found at the exit of the attraction.
Each of Disney’s Three Little Pigs represent the concepts of Learn, Work, and Play. Drawing by J. Jeff Kober
A7 The Walt Disney World Academy of Performing Arts Dress Rehearsal. Guests were free to walk through the second floor of Disney’s Performing Arts Academy to see performers in all stages of rehearsal. This was also home to Walt Disney World Entertainment, and provided venues for schools and other groups coming to rehearse and play on the streets and stages of Walt Disney World.
A8 MARKETing 101. This store served as a bridge between the Disney University and Businessburg. Merchandise could be found, but they vied for your attention among the displays they resided in. Window displays, cardboard cutouts, banners and TV commercials all used sensationalized techniques to get you to buy. The advertising efforts in this store were a summary of different sales methods used over the last 100 years of marketing.
A9 College Sweethearts. Done in light pastels with Disney couples gracing the walls in portrait form, this small counter service store was an attraction for those who have a love affair with life’s little confections. Included were personalized sweets. Adjacent, the old Records Office of the school had been changed by some of the enterprising local students into the new records store. Here you found a broad selection of records, tapes, CDs, and videos. Also nearby, Write Home Soon offered cards, calendars, souvenir pens and other stationery products. Store props such as dirty laundry and burned cooking reminded us how dependent we were on Mom when we were home.
A10 Sodas & Splits. On the way to Businessburg, or Disney’s Board & Breakfast, this Ma and Pa soda shop sold scoops, malts, sodas, and splits.
A11 College Gardens Stage. Actual dress rehearsals happened every day. Whether it was rehearsal for a new show going to Cinderella’s Castle forecourt, or to the Theater of the Stars, guests could not only see the rehearsals, but would have filled out comment cards to be reviewed by the cast and crew. Also located here was a new home for the All-American College Band and Symphony.
A12 Disney College of Gardening. This would be the official home to the courses and classes taught on gardening at Walt Disney World. Included was an atrium, hands-on gardening areas, and formal workshop facilities.
A13 Alumni Picnic Fest. This was an ongoing reunion celebration. With a country-style buffet, the crowds recall the good old times as streetmosphere performers mingle with the crowds.
A14 The Walt Disney Tower of Dreams. The centerpiece and icon of the park, the tower was actually three towers in one, forming a famous Disney symbol. The queue would offer a Florida home for Walt Disney Archives, where guests would have walked by formal exhibits of Disney memorabilia. Then they would board “cinevators” where they would receive an historical perspective on the heritage of Walt Disney, the conclusion of which you would emerge at the top where you would have a view of the entire Walt Disney World Resort complex. After being able to take time to take pictures, the ride down would offer guests a glimpse of Disney dreams to come. Guests would then exit to see hands-on exhibits of Audio-Animatronic figures, or meet with hosts who would answer their questions about vacation club ownership at Disney Vacation Club and realty opportunities available in Celebration. These bottom floors would also hold Florida offices for Walt Disney Imagineering and the Disney Development Company.
Early sketches for the Walt Disney Tower of Dreams. Sketches by J. Jeff Kober.
Note that at the top of the tower occupying the largest sphere would be a Club 33-style restaurant for Walt Disney World, similar in membership and formal style to Disneyland’s Club 33.
A15 Disney’s Salute to the American Teacher. This carousel theater attraction would take you through a century of educational settings, from small, one room school houses, to a 1950s high school, to a “groovy” college setting in the 1970s, and then, finally, to a young Latino adult teaching English to an elderly neighbor. Your host in the queue would be Aunt Hetty King, Avonlea‘s resident school teacher, reminding guests to straighten up in line and stop chewing gum. But what made this attraction really different than the original Carousel of Progress, was that the show would have been a revolving theater with both live and Animatronic performers. Upstairs, a Faculty Lounge offered a private lounge for teachers and their guests.
A16 Student Union. The largest of all eateries at the Disney University, the theme here was a student election and pep rally between Mickey and Donald who vied for becoming student body president. A character breakfast would also have been served. Cast break rooms adjoined the facility. The adjacent Photo Lab and Yearbook Photos showcased old-time photos, cameras and tripods. Here film, cameras and accessories would be sold. Guests could also have choosen from an elaborate wardrobe that lets them dress up as a jock, nerd or prom queen. Facilities upstairs provide for film and photography workshops, with an accompanying darkroom that allows students to process their own photos.
A17 Ambiance. This restaurant sits adjacent and to the back of Disney University’s School of Cooking, which provides for both guests and cast members. Inside were clusters of intimate themed areas, each overlooking a small plaza and the river passing nearby. The ambiance was one of several: French, Italian, Creole, and Continental. Accordingly, the menu for each is different and is prepared by the students of Disney’s School of Cooking. Adjacent was Recipes for Success, where any number of kitchen items could be found, from place mats to exotic seasonings and cookbooks. Windows on one side of the shop looked into the kitchen facility of Disney’s School of Cooking.
A18 Prom Shop. Offering more formal design wear for men and woman, this shop extends from one end of the University Bookstore.
A19 Carillon Square. This bell tower stands in the center of a plaza at the entrance to the park. The tower itself signaled the hour throughout the park with the bells ringing the first few notes to “When You Wish Upon a Star.” The bells would have been functional and concerts could be heard daily. Park benches and gracious floral gardens complete the setting.
A20 Goofy’s Salute to Sports. This elaborate dark ride featured Goofy and his son Max in a salute to Goofy’s “how to” sports career. Nearby, Goof’s Locker Room sold Team Mickey sportswear.
A21 ABC’s 3D World of Sports. Couch potatoes rejoice! Strapped on couches in a large 3D theater, guests become firsthand participants in this simulated experience as they jumped hurdles at the Olympics, played defense with the Raiders, or carried the puck with the Mighty Ducks. This is also the departure point to the Sports Disney Village. (Note: This concept was devised long before ABC was bought by Disney). Couch Potatoes and Lettuce Eat Healthy were adjacent counter service facilities with TV monitors showing upcoming events from ABC sports, and outside seating looking over the river and toward the Sports Disney Village.
This 3-D simulation ride takes place in front of a giant TV screen. Drawing by J. Jeff Kober
There were some additional features found on this half of the park:
D1 The Disney Dorm. While not acting as the entrance to the park, this hotel sat adjacent to the main gate. With an architecture reminiscent of college dormitories (but with rooms much larger and nicer than dorms) stand five story buildings clustered together. Restaurants, shops, and other amenities made the hotel an excellent choice, particularly for families or for guests visiting the park, or for those participating in the conferences, seminars and workshops offered. Prices would be slightly higher than the Caribbean Beach or Port Orleans resorts, but are less than Contemporary.
D2 Animal Kingdom. This was the most ambiguous of anything I outlined in the 60-page master plan document. The concept was to experience the attraction I’ve Got Environmentality (A3), and from there catch a train to Animal Kingdom. The thought was that the attractions would center on Central Florida’s precious environment. Attractions might include, but not be limited to a glass boat ride, a hiking trail, a veterinary hospital, a petting zoo, an aviary, and a Disney Audio-Animatronic show titled, “Our Precious Planet”, which centered on everyone’s role to take care of the environment (Note that these ideas were thought of even before Disney’s The Lion King came out in theaters).
D3 Celebration Amphitheater. The description noted that both local residents as well as guests could attend concerts in this 15,000 seat amphitheater. Gloria Estefan, The Boston Pops, and Garth Brooks would have been just some of the headliners featured here. Guests could exit directly to the amphitheater after spending a day in the park. The parking facilities would be shared with the park itself. Note that the stage backended into the Disney Academy of Performing Arts, allowing performers to use/share existing backstage facilities.
You’re probably looking at this and thinking that it’s really a lot of borrowed ideas. Some are. But amazingly, many of them were based on concepts that were not even thought of or presented by Disney Imagineering. Perhaps it isn’t as interesting as exotic like Disney Seas. But, remember, the purpose was not to become an Imagineer so much, as it was to get a job at the Disney University. I simply wanted to make a statement that I could bring engaging and interactive learning into the Disney University experience.
Next time I’ll showcase The American Workplace, which featured two themed lands: Factoryville and Businessburg. I’ll also share with you what happened when I presented this idea in an effort to get a job with the Disney University. But until then, see you in the parks—just not the Disney University and American Workplace!
