Walt Disney Co. said it will enter the cruise vacation business and sell the cruises as a one-week package with stays at its Florida theme parks.
The entertainment giant plans to launch its first ship, with a 2,400-passenger capacity, as early as 1998 with a second following soon afterward."Operating our own cruise line will allow us to bring a new dimension of entertainment to our guests," said Disney Chairman Michael Eisner.
The moves come as Disney, with annual revenues of about $9 billion, is moving into new areas of family entertainment. It is planning a historical theme park in Virginia, pushing ahead on its $2.75-billion Westcot expansion next to Disneyland and renovating a theater in New York. The Mighty Ducks professional hockey team performed above expectations in its first season.
Disney's interest in entering the cruise-ship business developed following its decision to end an eight-year relationship with Florida-based Premiere Cruise Lines, which operates a three-ship "Big Red Boat" fleet that promotes family cruises with costumed Disney characters aboard. The agreement with Premiere ended March 31.
The new Disney cruises will be offered as part of a one-week Disney vacation experience. The vacation will offer three or four days at sea, with the balance of the week at Walt Disney World Resort in Florida. The resort includes Disney World, the Disney-MGM Studio, Epcot Center and a wide variety of resort hotels. Special transportation between Walt Disney World and the ships will also be part of the offering.
Shipboard activities featuring Disney characters, such as Mickey Mouse, will be designed by Disney to serve families as well as offering other activities to cater to all age groups, including adults. Each ship will offer a variety of Disney entertainment experiences. Ports of call will include an exclusive Disney private island experience for a daylong excursion.
Disney ships will offer a number of programs and will be custom designed to cater to the needs and desires of families. Accomodations will include luxury staterooms, family suites and traditional staterooms.
Veteran cruise executive Arthur Rodney has been appointed president of the cruise venture. Rodney will oversee all Disney cruise development and operations, including the design and construction of Disney's first ship.
Rodney founded, developed and built Crystal Cruises, where he served as president since its inception in 1987. Before that, he was president of Princess Cruises.
Disney cruises will be commissionable to travel agents.