Eurodisney-managing the marketing emironmental challenges Michael Eisner joined the Wat Disney
company as the chairman of the board in 1964. alter
his successes at the ABC television network and
Paramount. The same year Tokyo Disney was
completing is first year of operations are years of
planning and construction when the Walt Disney Co
entered into an agreement with Oriental Land
Company in Japan More than 10 million people visited
the park that year spending $355 million. This was
$155 million more than had been expected and was
partially attributed to the average expenditure per
visitor being $35. rather than the estimated $21. The
timing of the Tokyo Disneyland opening coincided with
a rise in income and leisure time among the Japanese
Tokyo Disneyland thus became quickly profitable
Growth continued and by 1990 more than 14 million
people visited the park a figure sightly higher than the
atendance at Disneyland in Califomia and about half
the atendance at Walt Disney World in Florida
Though Disney was not a financial partner in the
Tokyo venture it was reaping the profit from is
franchise (10% royary from admission and 5 from
merchandise and food sales, The Tokyo park was in
some ways a paradox Tokyo Disneyland is nearly a
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