5 Things You Don’t Know About Haymarket VA’s Disney’s America
Disney's Failed Virginia Theme Park
In the early 1990s, corporate Disney announced it would build a historical American-themed park in Haymarket, Virginia near Manassas National Battlefield Park. It’s a little-known tale more than 25 years later but there are some fascinating pieces of information around the circumstances. Here are five interesting things surrounding the Disney theme park that never was.
Disney Negotiated its Haymarket, VA Deal in Secrecy
To avoid land price bias, Disney initially deployed a young executive to the Haymarket, VA area to scout and negotiate deals under the guise of a “confidential trust.” His identity and employer were kept secret from local real estate brokers until after deals were signed. Disney’s goal was not only to purchase land for its theme park but also for future developments. This meant a substantial acquisition. Disney was able to purchase 3000 acres of land, 2000 of which was owned by Exxon. The land was accessible from I-66 making it ideal for future theme park infrastructure. Local Haymarket, Virginia officials were informed of Disney’s future theme park plans only days before the company made its public announcement.
Disney’s America was Michael Eisner’s Pet Project
Michael Eisner was Disney’s CEO from 1984-2005. Around 1990 he began to champion the historical theme park concept after visiting Colonial Williamsburg, a living-history museum in Williamsburg, VA. By late 1993 he put his plans for Disney’s America in motion with a project completion date of 1998. His Disney’s America would consist of nine areas representing one specific historical period each. There would be a nighttime Civil War battle modeled after Disney World’s firework show, a golf course, hotel, and retail outlets.
His goal was to “bring the American experience to life” through all entertainment tools available to Disney. He wanted to weave common themes of the past together like persistence, resistance to injustice, and tolerance, showing how “ordinary people can accomplish extraordinary things.” While Eisner was focused on the Haymarket, VA location, he did not rule out moving Disney’s America to another state and disclosed he was being courted by Maryland and North Carolina.
Historical Groups Strongly Opposed the Project
While Disney corporate executives felt like the Virginia public should be thrilled about their project, local historical groups were not. For three main reasons, civic groups took up opposition against the project. First, they felt like the physical development of the land would create too much urban sprawl across treasured Civil War landmarks. Secondly, opposition groups objected to Disney’s idea of how history would be portrayed. They passionately argued it would not be an honest representation.
Lastly, the local area surrounding Haymarket, Virginia was already known for its preservation of Civil War landmarks and historical battle sites. Historical groups saw a distinct threat by Disney’s America as its already established 19 million+ annual tourist base flocked to the theme park and would no longer patron the historical sites. Disney felt its theme park would encourage more patronage to the surrounding attractions as enthusiastic families made extended vacations to the region.
Making History ‘Real While Fun’ Proved to be a Challenge
Proponents at Disney believed the park could not only positively impact economic development by creating 1,900 new jobs and generating $50 million annually in tax revenue but could also tell history to visitors properly through entertainment. At the time, Peter Rummell, president of Disney Design & Development elaborated in a quote that Disney would not worry about being politically correct. He lamented that he understood events like the Civil War, Underground Railroad, and slavery could be controversial amusement themes.
This sentiment did not sit well with the public. The concept of trivializing such deeply rooted and sacred United States cornerstones absolutely offended local Haymarket, VA residents, and beyond. Scholars immediately voiced their rejection of the ideas stating that no amusement park ride could accurately portray slavery or its experience. Soon after, Disney announced it would not open a slavery-themed ride at Disney’s America.
In the End, Disney Surrendered
Facing intense backlash and an uphill political climb, in September 1994 Disney announced it would be halting its Haymarket, Virginia plans. Many other factors may have played into the corporate decision. Factors like the sudden death of Disney’s president, Frank Wells, Michael Eisner’s open-heart surgery, and financial burdens from Euro Disney, but one thing was certain – Disney decided to cut its losses before they were incurred in Virginia.
While Disney executives stated publicly that they were confident they would overcome political hurdles, they were not as confident about facing such severe public backlash. Unfortunately, telling America’s story was not the rosy picture public relations executives had painted and the public simply did not trust Disney enough with the responsibility, regardless of the economic benefits.
Hit SUBSCRIBE + 👍 for early access INSIDE Northern Virginia and Dc's best homes + all the latest real estate news!!
Interested 🏘 in buying, selling or investing in Virginia? Hit us up! 🔥 AGENTS! 🔥 Interested in learning how to partner with me?
Schedule a call/zoom and let's discuss! Follow us on Instagram! https://www.instagram.com/chriscolganteam
To search all available listings in Northern Virginia and DC area click here! 👉
https://www.colganrealestate.com/
Chris Colgan
EXP Realty LLC
Licensed In Virginia
VA DPOR # 0225 075803
703-485-1435