Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: THURSDAY, March 10, 1994 TAG: 9403100096
SECTION: VIRGINIA PAGE: C-4 EDITION: METRO
SOURCE: DAVID M. POOLE STAFF WRITER
DATELINE: LENGTH: Long
Ever since Walt Disney Co. announced plans to build an American history theme park near Haymarket in Northern Virginia, Grayson has been haunted by the vision of a larger-than-life Mickey standing beside Washington's Beltway.
"I'm just afraid that Mickey will be out there waving his white glove toward Haymarket," the Williamsburg Democrat said, "and these people are not going to come to Tidewater to see our attractions."
Grayson's concerns are shared by many Hampton Roads tourism officials, despite assurances by Gov. George Allen - who has proposed a $163 million incentive package for the theme park - that the Disney signature would benefit the state's existing attractions and historical sites.
"Our point of view is that Disney will attract a large, critical mass of new visitors to Virginia," said Martha Steger, spokeswoman for the Virginia Department of Economic Development.
There is no doubt that Disney's America would take the state's tourism industry to another level. Disney officials anticipate that more than 5 million people would pass through the park during its first year of operation in 1998.
Hampton Roads tourism officials have welcomed Disney, with varying degrees of enthusiasm.
"If Disney is going to open another theme park on this continent, I'd rather have it in Northern Virginia," said Jim Ricketts, director of Convention and Visitor Development for Virginia Beach.
Ricketts sees opportunities to entice a portion of the Disney-bound hordes, particularly those from overseas, to spend a few days sunning themselves on the beach.
The mood is far more circumspect in Williamsburg, where Disney is seen as a powerful competitor for visitors interested in historical themes.
"Disney's going to build a major theme park smack between us and our major markets," said Dave Shulte, executive director of the Williamsburg Area Chamber of Commerce.
"There's concern . . . that if people visit the Disney theme park, they may have gotten a taste of history and a taste of fun," Shulte said. "They may see no need to drive another three hours south."
That concern is underscored in a study by two University of Florida economists who found that Disney World was not a boon to Florida tourism.
The study, commissioned by opponents of Disney's America, found that tourism spending for lodging declined outside the Orlando area in the decade after Disney World opened in 1972.
"If I had to place a bet on it, I would say Williamsburg will see a decline in visitation," said David Denslow, director of policy studies at the University of Florida.
Disney officials argue that Disney's America will complement - not compete with - Williamsburg and other historic sites in Virginia.
The 100-acre theme park will be promoted as a one-day trip for the 19 million people who visit Washington, D.C., each year. At the main entrance, there will be a Virginia tourism information center promoting the state's historic sites and other attractions.
"I think we will drag a great number of visitors out of Washington and move the center of gravity farther into Virginia," said David Hodess, director of strategic planning for Disney's America.
Still, Williamsburg officials fear that each day families spend at Disney's America will be one less day they spend at Colonial Williamsburg, Busch Gardens, Water Country USA, Jamestown Settlement or Yorktown Victory Center.
"That's the pattern of family vacations - it's either/or," said Norman Beatty, vice president for community and government relations for Colonial Williamsburg.
In fact, an economist hired by Disney to conducted an economic impact study agreed that the Williamsburg attractions, which had 3.8 million visitors last year, could face an initial downturn.
"Sure, there will be some diversion from other attractions, particularly in the first year," said Roy Pearson, director of the Bureau of Business Resources at the College of William and Mary in Williamsburg.
"I want to see it; everybody wants to see what it is all about."
Pearson contended that any visitors lost to Disney would, over time, be more than made up for by new visitors attracted to the state by Disney.
"The key is once we get them in Virginia, keeping them in Virginia," he said.
That will be difficult, say Hampton Roads tourism officials, unless the state gives existing attractions the same kind of financial assistance the Allen administration has proposed for Disney:
$141.9 million worth of road improvements leading to the Disney property, 3,000 acres off Interstate 66 in Prince William County.
$13 million to advertise Disney's America in 1996-98.
Williamsburg officials say they deserve the same consideration.
"It is the consensus of our Chamber of Commerce board that we do not oppose the Disney project, per se," Shulte said. "We just want to make sure there is a level playing field if the state is going to get involved financially."
Keith Kasen, Busch Gardens general manager, said he would like the state to speed up construction of an Interstate 64 interchange leading to his park.
In an interview, Allen said improving roads for Disney does not necessary establish a precedent. The investment is justified, he said, because the roads would be built anyway, and Disney's America is expected to generate 19,000 jobs.
However, Allen said his administration would support a co-op advertising program in which the state would provide matching funds for tourism marketing.
To compete with Disney, Williamsburg would do well to emphasize its authenticity, said Denslow in Florida.
"I think adults will still want to see Colonial Williamsburg and the battle sites, and they would not think Disney's America will be a particularly good substitute," he said.
"I would emphasize the genuineness of the experience instead of the artificiality. You have to do that subtly, or it can backfire. There are some smart marketing people who can make Disney's America look like Mickey Mouse."
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GENERAL ASSEMBLY 1994
by CNB