EDITOR’S NOTE: Over the last few weeks, AllEars.Net has been highlighting exclusive excerpts from Sam Gennawey’s new book, The Disneyland Story: The Unofficial Guide to the Evolution of Walt Disney’s Dream. This week, we present the last in our series of excerpts. The Disneyland Story: The Unofficial Guide to the Evolution of Walt Disney’s Dream is the story of how Walt Disney’s greatest creation was conceived, nurtured, and how it grew into a source of joy and inspiration for generations of visitors. Despite his successors’ battles with the whims of history and their own doubts and egos, Walt’s vision maintained momentum, thrived, and taught future generations how to do it Walt Disney’s way. The Disneyland Story is now available for purchase (click on the image at left to link to Amazon).

California Living
by Sam Gennawey

In September 1960, Walt started to explore other ideas that would enhance the Disneyland experience. The area around the park was growing rapidly and without any consideration for the beautiful aesthetic he was trying to achieve inside of the berm. WDP controlled 133 acres adjacent to the park. A study by Economics Research Associates (ERA) considered opportunities such as a convention facility with an auditorium, more restaurants, and an idea proposed by Disneyland marketing director Ed Ettinger called California Living.

Post-War Southern California had grown rapidly, and a lifestyle had developed that combined an outdoor orientation and informality. To exploit this trend, the Los Angeles County Arboretum had added two residential garden displays in conjunction with Sunset magazine in 1958, and attendance had more than doubled. Inspired by the Arboretum’s success, Walt in 1960 was considering a continuing exhibition at Disneyland that represented the best of living in California. The project was described as “a show, an idea mart, and a merchandise mart on themes and products related to the home and leisure pursuits, combined in a comprehensive and integrated exhibition and display.” Approximately 8-12 model homes would have been built representing the various regions of the state, including the beaches and the mountains. Guests would experience first-hand the active California lifestyle.

California Living would include more family-style restaurants themed to match the type of food served. The interiors would include dioramas and “other techniques” to enhance the theme. There would be a California Arts and Crafts area with products on display and for sale. Projected attendance was 1 million guests at opening, with an admission charge of $1.50. A 1,000-seat auditorium was also under consideration as part of the project