Chad Emerson usually spends his time teaching Property, Land Planning, and Intellectual Property courses at Faulkner University’s Jones School of Law.
A few years ago, as part of his law professor job, he began to put some notes together for an academic paper he was interested in writing”¦a paper on improvement districts, which are best described as public-private partnerships in which businesses in a defined area pay additional tax dollars or fees for improvements within that district’s boundaries.
One of the primary goals of an improvement district is usually to see an overall upgrading of the district in terms of capital improvements and marketing.
Emerson’s article was focused on the Reedy Creek Improvement District in Central Florida because it was so unique. While doing research on the matter he kept coming across some really interesting anecdotes that weren’t necessarily relevant to the legal and regulatory structure of the district but were fascinating to him as a Disney fan.
The more he found these anecdotes and talked to people who shared these anecdotes he realized that there was more to the project than just an academic tale about the improvement district.
As Emerson puts it, “There is a story here which tells how and why Walt Disney selected central Florida as his sequel to Disneyland.”
So what started out as your run of the mill academic paper would eventually morph into “Project Future: The Inside Story Behind the Creation of Disney World ” and what many have termed as “the best biography on Walt Disney World” to date.
When I first heard of this book my immediate thought was, “Gee how many times will I come across a book that has the same old stuff about how Walt Disney World came about?”
I had recalled in my mind of other books that have talked about how Walt Disney was looking for something East of the Mississippi”¦a sort of Disneyland East”¦ heard about the stories of August Busch insulting Walt Disney and pretty much negating any chance of a Disney themed resort in St. Louis. I had read several different accounts of those stories. Why read them again? My curiosity for once was a good thing.
I realized after reading just a few pages that this was not another retelling of the story but so much more.
This law professor from Alabama had me hooked from the get go with not just the amazing detail between the covers of this book but more than just that; he was delivering information that I was unaware of; stories I had never heard; and painted for me a portrait of just how involved it was back in the 1960’s to work towards the eventually landing of Walt Disney World in Central Florida.
As I read each page I found both the casual and sophisticated Disney fan that makes up my being begging for more and more information. I consumed each word on each page because with each paragraph came a new avenue of facts; facts I was not aware of”¦until now.
Within the first 50 or so pages I was thoroughly convinced that “Project Future“ had gone where no book had gone before; to bring new material to the table regarding the effort of the Walt Disney Company to bring it’s special form of family entertainment East of the Mississippi and specifically Central Florida.
What had started out as an abstract academic paper resulted in some two years later as an all comprehensive chronicle of how over 12 years the Walt Disney Company conducted research, surveys, secretive on goings and other steps to eventually decide and build what we affectionately call today as the happiest place on Earth”¦the Walt Disney Resort in Central Florida.
Emerson states that the goal here was to achieve balance between the casual and well-informed Disney fan and in both cases he hits his mark.
This is truly essential and required reading of the biography of Walt Disney World.
Oh I could tell you some interesting and fascinating anecdotes from Emerson’s book but I cannot do his words justice. Within the pages of the book I found some very interesting details”¦
“¦About the level of secrecy the Walt Disney Company went through in protecting it’s identity while researching Central Florida.
“¦How a Massachusetts-based college ownership of mineral rights almost put an end to Walt Disney World’s chances of ever being built in Central Florida.
“¦how several relatively unknown people, Paul Helliwell and Ray Hawkins, were as vital to the Florida Project, if not more, than Walt and Roy Disney themselves.
Speaking of Helliwell and Hawkins, the author notes, “If it weren’t for those two guys Disney World would not be located where it is and probably not in Florida. They were the two most important people you have never heard have that led to the creation of Disney World.”
I asked Chad Emerson what surprised him most during his research and writing of the book. He is quick to point out that he became convinced early on that if it were not for several key events Walt Disney World would not exist as we know it today.
I don’t want to give away all the information in the book regarding the level of secrecy the Walt Disney Company went through to protect it’s identity and the project but think about the following points:
“¢ All secret tactics taken by The Disney Company to protect its identity were legal back then but certainly not possible today.
“¢ Key figures in Project Future were former members of the Office of Strategic Services (OSS), a United States intelligence agency formed during World War II. These figures were well versed is the importance of discreetness.
“¢ The involvement of Joe Potter and Joe Fowler, both military men, brought to the story, as Emerson so aptly puts it, -¦a layer of real life intrigue and experience that would be something in a novel.”
The book spends time describing how the Florida media was kept in check regarding the Disney Company’s need for secrecy and how certain relationships were so critical in making this entire project come to fruition as it did.
When asked what would stick with him the most from writing the book the author mentioned a few thoughts:
“¢ First he was quick to point out that he realized that except for just a few changes in the events during the 60’s Walt Disney World could have very well landed someplace other than Central Florida. When you read the book you’ll find out just how many”¦some close and some not so close to Orlando.
“¢ He also mentions how a handshake agreement almost sealed the deal in locating Walt Disney World in the Palm Beach area but it didn’t.
“¢ He also repeated again the scope and depth of the secret maneuvers to protect the Disney Company’s identity through the 60’s during Project Florida’s busiest goings on and how these efforts were most intriguing.
“¢ Finally Emerson still marvels at the events that took place following Walt Disney’s passing in 1966 and how his brother Roy provided a steady hand in driving the project home.
Emerson remarks, -¦it’s amazing that Roy and the Disney team were able to execute so much even though the creative visionary (Walt) was not there to guide them along the way.”
Writing the book was certainly a challenge because finding firsthand information from that time would be rather difficult. People who had played key roles had passed away and back in the late 60’s there was no such animal as digitized information and so there wasn’t much information readily available.
Emerson wanted to bring new information to the table; information that was reliably sourced. He spent many hours doing research and reading depositions located in the the University of Central Florida Archives, and the State of Florida Archives.
Although he did find a lot of information at those two locations he does like to point out that that it was in a warehouse in Atlanta, Ga. at the National Archive’s Southeast Branch where he found his “diamond in the rough” as he calls it.
The bit of information surrounds a Florida Ranchlands lawsuit, which involved a dispute over commissions.
Emerson had searched high and low for information on this lawsuit and felt that it would be next to impossible to write his story as completely as he needed to unless he was able to piece together information surrounding said lawsuit. He did pull them together”¦it’s all there on page 133.
As I wrapped up my conversation with Chad I asked him a bit more about moving from an academic article to his book. He chuckled and said when he started writing that article that it never crossed his mind that someday this idea would result in a book.
Emerson likes to affectionately refer to the article as an “early gestation of the book.” You can read the original article here and see for yourself the level of detail Emerson brings to the table.
Finally Emerson said that all along he wanted to make sure that his audience knows that his goal was to write an unbiased story. He did not want to have any Disney influence and thus he did not make a trek to the Burbank archives. He talked with very few current Disney employees.
One major insight that he reflected upon was that during the time Project Future was going strong that much of the Disney company “bandwidth” was so consumed by this effort that he feels it is then understandable as to why mid to late 60’s that the classic Disney creative energy was somehow not focused on films or television as it perhaps could have been.
His final thoughts on what his countless number of hours of research and writing has taught him?
He says, “This magical place did not just happen. It is the product of amazing creativity, amazing hard work and amazingly clever secretive maneuvers that on three or four occasions could have just fallen apart; but persistence and determination did not allow that to happen.”
Persistence and determination was also shown in this labor of love by the author and anyone who is curious as to all regarding the creation of Walt Disney World will more than satisfy that curiosity by picking up this complete biography of Walt Disney World and finding out -¦the rest of the story.”
Purchase Project Future: The Inside Story Behind the Creation of Disney World
I really liked the article, and the very cool blog
My wife picked me up an autographed copy from Mr. Emerson for my birthday. He was quite surprised that someone would look him up for a copy of his book. But since she graduated from the law school where he teaches and we still live local, it made for a more special gift. I finished the first half on a plane today and absolutely love the book. Fascinating info for a Disney “geek” wannabe. Thanks for the review here, otherwise I may have never heard of the book.
I couldnt’ get to UCF this afternoon but want a signed copy of your book for a Christmas present…the UCF Librarian tried to help, but had no way to charge me!
What a visionary Walt was! Mike I love listening to you and the guys on WDW.
Heather ( the one who dreams of retiring and having a career putting people into tea cups!)
Atlanta
Mike — excellent blog about Project Future. I actually picked up this book a few months back and read it while on vacation down at WDW.
The book is a great read for anyone who wants to know how Disney worked with Orlando and the State of Florida. Surprisingly enough, I caught the WDW Today podcast with Chad and Project Future and found that discussion incredible as well. For anyone who missed that podcast, I would highly recommend it.
The thought process behind the entire process, the secrecy, and the amount of effort that it took to pull off what we know now as the Walt Disney World resort was immense. This book captures all of it in a very short fashion. Highly recommended to anyone who is remotely interested in WDW. Thanks again for a great post!! — Charlie Gessner
Mike:
I have to agree with you about this book and add an addendum. It is a great history of WDW and very in depth where some of the other books have not gone.
BUT, I do have to say, I think David Koenig’s book, “Reality Land: True-Life Adventures at Walt Disney World” remains very high on the list of those books that go in depth about WDW history.
David Koenig shares many of the same “secrets” that Chad Emerson does. Chad Emerson reveals a few more secrets that Koenig’s book did not. They both go into great detail about what happened to create WDW.
There is so much about The Disney Company that many do not know and both these books give a very unharnessed and vivid look at how The Corporation built Walt Disney World in the central Florida swamps. Some readers not familiar with the stories may be very shocked at what transpired on the way to Walt Disney World as we know it now. It is all very fascinating and I found myself unable to put either book down. it was very difficult to stop reading to get some sleep! 🙂
I think both rate on top of the books about the history of WDW for anyone wanting the scoop about what went on in Florida so many years ago, when Disney World was just an dream and Central Florida swampland.
I have to also take issue with one of your statements. Walt Disney World is NOT known as “The Happiest Place on Earth”.
That title was given to Disneyland back when it opened. You cannot call two different places based on the same premise, the same title. I have heard there is another title for WDW, but I don’t remember what it is. A Cast Member from Disney World told me once and I have forgotten what it is.
I still love WDW, enough to be making the move to the greater Orlando area next year to live and work part time at Disney World. That is one of the joys of a very early retirement. You get to do what you want to for the rest of your life!! It will be a dream come true for both my husband and myself to work at Disney World. Since we spend EVERY vacation there or at Disneyland anyway, we will get to make magic for others when we work there! 🙂
Disneyland, Anaheim IS and always will be, “The Happiest Place on Earth”. It was Walt’s first Park, the one in which he walked and had an office. He never set one foot in a developed WDW. That is why I don’t like the shirts and other merchandise that I have seen at the Emporium on Main Street in the Florida Park, that show Walt looking down at Mickey on Main Street of WDW’s Magic Kingdom! He was never there! The Magic Kingdom!!!
That was another title that first belonged to Disneyland. It is the original Magic Kingdom, but I understand that was the title given to the Park at WDW. I guess I am a bit of a purist when it comes to all things Disney.
It is my great love for all things Disney that gets my feathers ruffled when I hear someone call Spaceship Earth, “The Ball Ride” Grrrrrr….Same as when I hear someone call Attractions and Adventures; rides. A carnival or amusement Park has rides. Disneyland and Walt Disney World Parks have Attractions and Adventures!!!! It just makes me cringe when I hear that. Does it do that to you at the Parks or am I the only OCD Disneyphile? 😉
Anyway,I love both Resorts, Disneyland for it’s rich history and the cozy feeling I have when I am there, as well as the fact that it was the first Park of it’s kind, ever. I love Walt Disney World because there is so much to do and many Parks and places to visit.
I suppose if you asked me, which place I would rather spend time at, I would have to say, Disney World, because you can never do everything there.
I go to Disneyland when we have only enough cash flow for a shorter trip. But the big trip of the year is always about a month in the Spring and it is always Disney World, at the Polynesian and/or the Beach Club.
I love Disney and always will! All Disney Parks have the Disney magic and their own special brand of magic from what transpires in them. I love all things Disney and love both resorts, as well as most books I read about Disney.
I always enjoy reading your column here and am envious in many ways. I had spine surgery 2 years ago and it has been at least 5 years since I have been able to run. I LOVED running, it was my my most freeing experience outside of Disney. I can no longer run because of my back and arthritic kness. My mother always said a little hard work will not hurt you. She lied.
Keep running and I will live vicariously through your marathons and other runs.
I truly enjoyed this column as I do all of your columns. My other favorite was, “Why Belle?” She is my favorite and my husband’s favorite Princess as well!
Thanks for the enjoyable reading. Just one thing: Write more often!
Respectfully,
Susan
Thanks for the great review! I’ll definitely be reading “Project Future.” I’m new to WDW history, so the “same old stuff” isn’t old to me. Could you recommend a book that would be a good introduction to WDW history for me and my kids?
Thank you so much for this review! I’ll definitely read this book! I’m new to WDW history, so even “the same old stuff” is interesting to me. My family is going to WDW in Nov. Do you have a recommendation for a book about WDW’s history that would be a good “read aloud” to elementary-aged children? Thanks!
Great post Mike! I am greatly looking forward to purchasing and reading this book when I get done with this quarter at school. It has been very tempting to go on amazon and buy it sooner, but I know once I get my hands on it I won’t be able to do anything else until I finish reading it, and I still have finals and projects to think about. Thanks for giving me something else to look forward to!
I just finished this book about 2 weeks ago and I agree with all your comments. This story was fascinating and it took me only about a day and a half to read. The most interesting parts were about the secretive nature of of the planning which were necessary in order to complete their goals. You are right when you say it would be next to impossible to accomplish this in today’s world. I can’t recommend this book highly enough.