The Walt Disney Company: Disney’s California Adventure
Disney’s California Adventure was part of an effort to increase traffic to the Disneyland Resort in Anaheim, and incentivize visitors to extend their vacations. With a goal of at least seven million annual visitors, however, the park underperformed and was criticized. California Adventure threatened to erode Disney’s brand equity. Now, with a $1.1 billion reinvestment under way, how can Disney best position itself for future success with California Adventure?