There are huge rumors out now about the future of Frontierland at Walt Disney World. But the story behind what is happening may go even deeper.
Brayden of Mickey Views was out with a Herculean report this morning regarding Frontierland at Disney World, although this report may also be effective for other Disney Parks as well. The specificity of the leak is regarding Disney World, but the originating concern and theme of the information is applicable to all Frontierland areas of Disney Parks.
Essentially, Brayden of Mickey Views is claiming that he has been given information that Disney World may be looking to modify Frontierland in the Magic Kingdom so that it is no longer based on the American Southwest entirely, but would now instead have New Orleans themed properties to bolster the Splash Mountain replacement. Sources that I have are claiming that Disney Parks executives are concerned about lower enthusiasm for Tiana’s Bayou Adventure than a typical theme park addition. In fact, the conflict over Splash Mountain may have damaged Disney more than anticipated. And, as a result, there could be trepidation about another Journey into Imagination situation. Accordingly, there was a report out recently regarding new animatronics coming to the attraction — despite not getting a glimpse at anything other than concept art for Mama Odie. This leaves questions about what types of animatronics are coming? Simple, mostly-stationary animatronics with the two – four significant animatronics as I have heard… or has the project scope been increased?
I had known that a major Disney World leak was likely on the way. As a result, I began reaching out to sources, although in this case, some of the biggest news came from a highly-trusted source that reached out to me. All-in-all, I have corresponded with three people about this potential change to Disney World whom I trust to give me accurate information. Their data lines us. Not only that, but the information being presented also connects dots with information I had received and reported on years ago regarding the Story Matters Group. In that situation, I had said that Disney was looking to audit all of their attractions across their Disney Parks, as well as their assets. In other words, my understanding is that the SMG is not limited to Disney media, but also the parks.
Now, it appears they are ready to change all of Frontierland, just as Brayden is reporting. But the reason is altogether unpleasant.
According to my sources, Frontierland is being changed because The Walt Disney Company has identified Frontierland and its American Southwest “cowboy and redneck” motif as problematic and non-diverse. So instead, they wish to change Frontierland into an amalgamation of New Orleans, Generic Desert, and South America. Whereas I had previously been greatly confused by Disney wanting to expand past Big Thunder Mountain Railroad given the enormous infrastructure burdens that would create, now that I know it’s likely part of a DEI initiative, it all makes sense. And if you think either the Country Bears or Tom Sawyer Island will make it out unscathed… think again.
Here are a few of the points I have picked up from various conversations today:
- The primary motivation for retheming Frontierland is the cultural sensitivity stuff, as was the case with Splash.
- If Disney Parks can’t secure funds to update Country Bears, Disney will not let the attraction go on in its current form because it’s “so culturally outdated.
- Another component of this is making a de-Americanized desert-themed land, which Disney thinks is necessary to give more representation to their Hispanic audience, by making the desert land revolve around Mexican and South American properties.
Another leaked bit of information sent my way is that this is part of a new initiative growing out of Disney Parks and The Walt Disney Company in which they have determined that their guests as currently constituted are simply “too white.” I cannot corroborate this, but I trust the source enough to run it. According to the source, Disney World guests are seen as being proportionately too white, and Disney has decided that the parks are catering to that type of an audience instead of reaching out to other demographics. Rather than a cost issue, Disney may have assessed that the way to resolve this issue is to follow the audits of the Story Matters Group and “diversify” the Disney World parks.
Of course, changing Frontierland so that it is no longer based on the American Southwest is a radical way to do so. It also spends vast sums of money on projects which are intended to chase that same “four quadrant” strategy we discussed on The Pro Show yesterday in regards to Lucasfilm. It seems Disney is willing to spend, spend, spend so long as it means trying to flatten out the demographic pie charts for their various businesses.
Let me know in the comments below what you think. Thank you to Brayden of Mickey Views for being able to bring out the originating part of this story. Thank you to my other sources for helping me dig through the motivations and corroborate some items on a very short schedule. For all the latest news that should be fun, keep reading That Park Place.
