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52 JUNE <strong>2010</strong> | UNITED.COM industry The Keys to the Kingdom AT THE DISNEY INSTITUTE, CORPORATE EXECS STUDY THE HOUSE OF MOUSE’S PRACTICAL MAGIC. BY DOUGLAS RUSHKOFF // ILLUSTRATIONS BY ROSS MACDONALD “THESE TUNNELS only look like they’re underground,” Scott Milligan tells me with glee as we descend a wide concrete staircase. “They’re actually the fi rst story of a building that stretches underneath the entire park.” He stops and makes eye contact, as if he’s just revealed the secret of the mummy’s tomb. “What visitors see is really the second story of a two-story building. The grade around the park was raised to cover it up.” My bright-eyed, barrel-chested guide smiles as the staircase opens into a tremendous tunnel system bustling with janitors, food servers and fully costumed characters, all capable of popping up in almost any location in the park to restock a restaurant, handle a problem or step onstage. “This is a culture by design, not a culture by default.” Scott Milligan is not your typical Disney World tour guide. The impressively cordial fi ftysomething former human resources manager takes corporate clients on tours of the park’s “living laboratory” as a facilitator for the Disney Institute, an off shoot of the company’s in-house training program, Disney University, which was highlighted in Tom Peters’ 1982 business classic In Search of Excellence. In the practical sense, Milligan’s role is to help outside businesses—ranging from restaurant chains and hospitals to banks and airlines, including United— introduce some of the company’s innovations to their own operational cultures. The Tourism Business Council of South Africa retained Disney to help prepare more than 250,000 tourism workers, many of them new to the industry, for this month’s FIFA World Cup soccer tournament. Disney World likes to portray itself as a place where “magic happens.” But for most adult guests at the Magic Kingdom, Animal Kingdom and the rest of the 47-square-mile resort complex in Orlando, the real magic has less to do with the animatronic robots
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june-2010

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