“Disneyland will never be completed, as long as there is imagination left in the world.” – Walt Disney

I’ve noticed a recurring trend when fans analyze changes to the parks. Instead of engaging with concerns, we often cite the famous quote above from Walt Disney. It is an easy way to justify any move, regardless of the reasons for it. Not all updates are created equal; I want the parks to stay fresh and would love to see Disney fix outdated attractions. On the other hand, certain decisions sit differently. Referencing this quote tends to end the discussion and basically acts like a “get out of jail free” card. I agree with Walt’s original sentiments, but they now function as a marketing statement.

In his book Dream It! Do It!, Marty Sklar describes writing many of Walt’s signature phrases. His work helped shape the ideas that built Walt’s legend. These themes aren’t a lie; they reflect the man behind the myth. On the other hand, they also simplify a complicated man. Sklar’s words clarify that Walt always pushed for the future. Of course, that personal drive is different than just a way to market an attraction. Disney management has become experts at referencing Walt to present all types of updates.

I shouldn’t underplay this statement’s brilliance; it’s a clever way to convey the missions of both Walt and Disney. The company was regularly at the forefront of technological advances under Walt’s leadership. In his documentary Great Big Beautiful Tomorrow, Christian Moran effectively showed Disney’s many firsts. This quote conveys the idea that Disney is a forward-thinking company that isn’t like other park operators. They’re selling experiences, not typical amusement park fare. The idea that Disneyland “will never be completed” also creates excitement over new attractions that are on the horizon.

Selling Controversial Moves

In recent years, Disney leadership has appeared more willing to use its legacy to present divisive moves. When former Chief Operating Officer Tom Staggs announced that a Frozen attraction would be replacing Maelstrom at EPCOT, the Disney Parks Blog post began with Walt’s quote. It’s no coincidence that Staggs’ words mentioned Walt before even discussing the update. Here is the opening of the September 12, 2014 article:

“When Walt Disney promised that Disneyland would never be completed, so long as there is imagination left in the world, he made a promise to our guests that we take seriously at all our locations around the world. This year, one particular product of imagination — Disney Animation’s blockbuster hit “Frozen” — captured the hearts and minds of people around the world and gave us a new opportunity to make good on Walt’s pledge.”

Staggs’ words described this choice as fulfilling Walt’s mission instead of capitalizing on Frozen. I understand why Disney wanted to include Arendelle but disagree on the execution. I’ve discussed the impact on EPCOT previously, so I will stick with the messaging here. The introduction made this announcement feel defensive rather than exciting. This statement rationalized the move instead of selling its benefits.

Brand-Driven Strategies

An easy method for Disney’s current leaders like Bob Chapek to connect their legacy with Walt’s is to use his familiar quotes. A recent article from Forbes about Star Wars: Galaxy’s Edge includes this quote from Chapek, the Disney Parks, Experiences and Products Chairman:

“Walt Disney famously said that ‘Disneyland will never be completed. It will continue to grow as long as there is imagination left in the world.’ With Star Wars: Galaxy’s Edge, we’re honoring Walt’s vision for his parks, and giving guests a whole new world of Disney magic.”

Chapek exemplifies a brilliant way to promote any change, especially such a big one to Walt’s original park. Fans may not love Chapek’s move, but it is an effective tactic. This approach isn’t confined just to parks either. Back in 2007, Bob Iger employed the quote in a battle against a proposed affordable housing project in Anaheim. Here is his statement from an LA Times article:

“As Walt [Disney] said, Disneyland will never be completed. We will continue to build and grow.”

Citing Walt during this type of conflict sidesteps the pressing issues. It seems designed to built public sentiment by reminding everyone of Disney’s importance to the area. Iger could cite statistics without quoting Walt and still make a convincing case about Disney’s positive impact.

The Wonderful World of Pins

A quick search at the Disney Parks Blog for the iconic quote also reveals a wide range of marketing uses. It made sense to cite the quote when opening New Fantasyland. Others seem sound a bit ludicrous at times. My personal favorite involves a special series of Diamond Decades pins. Here is an excerpt from the July 8, 2015 Disney Parks Blog article by Michelle Harker quoting Merchandiser Erin Catalano:

“Our Disney Parks see constant change and evolution; we referred to a quote from Walt Disney stating, ‘Disneyland will never be completed. It will continue to grow as long as there is imagination left in the world’ — that single quote sparked the idea for the entire collection.”

Beyond the silliness of using the quote to sell pins, this example reveals a danger in citing the same line too often. When a statement appears everywhere, it loses its impact. It feels similar to using the word “magic” to sell a dessert party. Disney knows how to present its products well, but sometimes the hype is too much. I have nothing against pin collecting, but even limited-edition products are a stretch for this quote.

We Need a Better Quote

Here are more examples of ways that Disney has used Walt’s quote:

“Walt Disney once said, ‘Disneyland will never be completed, as long as there is imagination left in the world.’ As ‘Disneyland Forever’ caps off each evening of this once-in-a-lifetime celebration, we discover Walt’s inspiring words still hold true today. Disneyland will continue to be home to all our dreams and adventures … forever!” – Shawn Slater, Disney Parks Blog (January 28, 2015)

“Walt Disney once said that Disneyland, and by extension all of our parks, would never be complete as long as there is imagination left in the world. That was a promise he made to all of our guests. At the same time, he was charging all of us at Disney Parks to stay true to our legacy of creating experiences that bring our characters and stories to life, helping friends and families make memories that last a lifetime. I think it’s clear from the stunning work that has gone into every aspect of New Fantasyland that there is still plenty of imagination left in our world.” – Tom Staggs, Disney Parks Blog (December 6, 2012)

“Walt promised guests Disneyland would never be complete and today Tom showed us that Disney Imagineers have followed in Walt’s footsteps as they continue to evolve our parks with new characters, stories, attractions, entertainment and other immersive experiences.” – Thomas Smith, Disney Parks Blog (August 20, 2011)

Just Scratching the Surface

These examples represent a small portion of ways that both Disney and fans employ Walt’s iconic quote. It appears on construction walls and in speeches by executives selling new attractions. A quick Google search reveals countless references from fans on Instagram, Pinterest, and scrapbooking sites. The exact phrase “Disneyland will never be completed” receives more than 118,000 hits.

This quote now embodies a vision for the future beyond the parks. I just wish that everyone took it more to heart. Disney is definitely still upgrading the resorts and adding new attractions as we approach Walt Disney World’s 50th Anniversary. It’s an exciting time to be a fan of Disney and the parks. Regardless, fans have taken on Walt’s message and made the quote their own. No matter what happens, they believe it.

Note: This is an updated version of an article that was originally published on The Tomorrow Society on June 13, 2016.

© Disney

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