Adult Discourse
As one of the most unjustly corrupted words in the English language, “Adult” (a term that technically meaning “A person who is fully grown or developed”) for all its banality, carries with it some extremely negative connotations. When you hear the word used in conjunction with almost anything else it typically doesn’t help matters - Adult Subject Matter, Adult Language, Adult Entertainment and a host of other descriptors all summon images of depravity, immorality and behaviors that frankly we don’t even discuss in public. Even if someone is told to “act like adult” that’s somehow interpreted negatively. And its substitutes do precious little to help make the word/concept any more attractive. “Mature” carries most of the same subversive imagery but adds the unpleasant concepts of age, elderly, decrepit, and even death! It’s really no surprise that the last term any marketing firm, organization, or company would want to associate themselves with (either intentionally or otherwise) is that…one… word.
The unfortunate part of all this is that (even with the allegedly fun vices excluded) being an adult and doing adult things can be the most rewarding and enjoyable aspects of humanity; the freedom to do as you please, the independence to make one’s own decisions, the ability to interact with those of like mind or listen to contrasting viewpoints without physical confrontation and the sheer joy of existing outside those oppressive intellectual prisons we erroneously call public “schools”. And these are just the basics of adult life. If you’re a productive member of society (and if you’re reading this you are:) then the experience of life beyond childhood is infinitely more enjoyable with pursuits of mind, like progressing the sciences, arts, communications, and generally making life on this planet better for ourselves and each other.
Shortly before his death it was clearly evident that Walt was heading in a direction that was as far removed from entertainment (let alone children’s entertainment) as one could possibly be. As an emerging urban planner, Walt (assisted and supported by many others) was tackling some of the most serious issues facing society during his time. Not exactly the kind of subject matter that children latch onto… Or do they?
When it came time to reinvent the EPCOT concept into a permanent world’s fair, CEO Card Walker and Marty Sklar were perfectly situated and completely aligned to Walt’s intellectual aspirations for a place where human achievements could be cultivated towards the betterment of all mankind - a mission statement that’s as far away from Fantasyland as possible. To Card and Marty’s way of thinking EPCOT Center complimented The Magic Kingdom and was never meant to supplement it. Even in Epcot’s present state most of the differences between the two parks are self-evident, but during EPCOT Center’s first ten years, an even greater distinction existed and unfortunately (due to changing administrations) eroded in an unofficial (but very real) initiative to appeal to a much younger audience. In the past 20 years nearly ALL of the enhancements, (additions, subtractions, renewals, etc.) have been designed with this ever dwindling demographic in mind.
This is not to say that EPCOT Center wasn’t “kid friendly” or that any of the park’s experiences were inaccessible to children. In fact, Disney’s most adult theme park was probably more engaging before the “Kidcot Era” than after it! Although its final form is in sharp contrast to Walt’s original concept, a lot of his visions for future living were embedded into the Center and imbued with his own philosophies including his treatment of children…
“I do not make pictures for children, at least not just for children. I won’t play down to them. […] The American child is highly intelligent human being — characteristically sensitive, humorous, open-minded, eager to learn, and has a strong sense of excitement, energy and healthy curiosity about the world in which he lives. Lucky indeed is the grownup who manages to carry these same characteristics over into his adult life. It usually makes for happy and successful individual.” — Walt Disney
Well, that might be a great way of thinking from a man long gone but times are different now. And children’s entertainment (not to be confused with family entertainment) is one of the most sought after demographics in the industry. And let’s face it Walt’s ideas, about creating aspiring (rather than degraded or timely) entertainment rarely turned any kind of a profit… right? No, for all of his higher ideals was still a shrewd businessman and knew the dangers of solely pursuing such a young demographic….
“You’re dead if you only aim for kids. Adults are only kids growing up, anyway.”
—Walt Disney
But, once again, that was a man speaking from first half of the twentieth century when the birth rate was considerably different… It Was Higher! According to a recent Bureau of Labor Statistics release only 43% of American households contain children under the age of 18. And when you take into account that Disney’s typical demographic is much younger than 18, this means that well Over 57% of the population is being under utilized for its marketing potential.
From a mathematical perspective, if Epcot was allowed to develop into a fully “grown-up” experience it’s not unrealistic to predict that it could easily surpass its older sister to become the most visited theme park in the world. Furthermore, such an event could have happened much earlier if Wayne Szalinski, Timon & Pumba, or even Nemo never took-up residence and the experiences in the Magic Eye, Harvest Theater or Sea Base Alpha were merely enhanced with cutting-edge technology, more dynamic storytelling, and independent creative assets. Finally, creating “adult friendly” oasis in an otherwise oversaturated, homogeneous market of central Florida theme parks could only enhance the popularity and success of (what was once called) the “experimental prototype theme park for adults”.
As to what such a park would contain or (much more importantly) how it would behave is a fascinating question. I have my own answers, but would love to hear yours first!
