As part of the Orlando Sentinel’s 150th birthday, on the first Sunday of each month, we will report on a topic that helped shape the Central Florida of today and how we covered that topic. This month, we cover tourism and theme parks.
Before there were thrill rides, costumed characters, nightly fireworks spectaculars and millions of out-of-towners, Central Florida had a very big draw for tourists: The sun.
The warmth and natural beauty of the Sunshine State drew Northerners seeking seasonal escapes and setting the table for Central Florida’s tourism industry to bloom. Decades later, Walt Disney’s strategic, secretive land purchases would ignite the transformation of Orlando into the “theme park capital of the world.”
Today, more than 75 million tourists travel to Orlando each year, filling more than 130,000 hotel rooms in the area and spending $60 billion at theme parks and other attractions. The hospitality industry employs more than 290,000 people. Tourists’ extended visits fill Orlando International Airport with arrivals and departures, jam roads with rental cars and fill local coffers with more than $380 million in tourism-tax dollars, some of which are used through Visit Orlando to entice even more people to come to Central Florida.
While the future could hold even more theme parks in Central Florida, a new business industry with reach far beyond Orlando has already been spawned. For now, just as it was in the early days of area tourism, there’s a sunny outlook.

Early attraction
In February 1884, not even a decade after Orlando was founded, a real-estate advertisement in the Orange County Reporter, a predecessor of the Orlando Sentinel, touted Sanford property as “lands to suit everybody – the invalid, tourist, fruit grower or farmer.”
A month later, the newspaper reported thousands of “northern people” in Orange County. Mostly, they were “tourists seeking to escape the rigors of a northern winter,” the paper said. Visitors were fairly affluent folks who would travel by steamship out of New York, stop at Charleston, South Carolina, or Savannah, Georgia, then disembark in Jacksonville, said Rick Kilby, an Orlando-based writer and graphic designer.
“The big thing was to go to Silver Springs up the Ocklawaha River,” Kilby said.
“As Central Florida started to develop, you could disembark in Sanford, and then it was a treacherous trip to get to Orlando from Sanford,” he said. “One of the things that kept Orlando from developing initially was because it was so hard to get here.”
In 1884, the Ocklawaha boats were so crowded that some tourists skipped that excursion, the newspaper said.
“No such season was ever before known in the state,” it read.

By 1935, Orlando had learned to entertain the snowbirds and created the Central Florida Spring Festival, a multi-night, flower-themed pageant at Tinker Field designed to “hold thousands of winter visitors until late in April,” the newspaper said. The event featured two stage shows, one in a 12th-century England setting that was “accurate in all details, including a thrilling tilting tournament on horseback,” according to the Orlando Morning Sentinel, which published a 12-page festival preview.
A second show revolved around the character of Lady Orlanda, Lady of the Azaleas, who welcomed nine “flower princesses” from neighboring communities, who performed musical segments with 100-person casts. Sanford did “Shamrock of Ireland,” DeLand presented “Lotus of Egypt” and Cocoa had a “Rose of Persia” scene.
Orlando Mayor V.W. Estes asked businesses to close at 4:45 p.m. so everyone could attend. General admission tickets were 50 cents. The Sentinel said it set an Orlando entertainment record — “the largest audience ever gathered at Tinker Field, overflowing every seat in the grandstand and bleachers.”

As transportation systems expanded on rails and roadways, more visitors made their way south. Roadside attractions became a Florida mainstay, Kilby said. Owners would sell citrus or show off wildlife, he said.
“The larger ones tended to be near places of great beauty, like Silver Springs or Cypress Gardens on the lake, and those are the ones that endured,” Kilby said. “But there were a lot of little mom-and-pop ones that sprang up.”
Travelers started pulling overnight trailers, but motels such as Wigwam Village — 27 teepee-shaped rooms on Orange Blossom Trail — were common. Destination postcards touted hotels, lakes, citrus trees and the streets of Orlando, doubling as advertisements to folks back home.
Enduring attractions of this era include Weeki Wachee Springs, Bok Tower Gardens and Busch Gardens in Tampa. In 1949, Owen Godwin opened the Florida Wildlife Institute, soon renamed Snake Village and Alligator Farm and then, in 1956, became known as Gatorland.
Godwin told the Orlando Sentinel-Star in 1952 that the Orange Blossom Trail attraction had free admission “so visitors can see a good slice of Florida without having to pay.”

Sky-high ambition
But change was in the air, literally.
Filmmaker Walt Disney famously flew over Central Florida land in 1963 to scout properties, possible stealth acquisitions for his Florida Project, eventually being known as Walt Disney World.
The Orlando Sentinel covered the public buzz surrounding the mysterious purchases of rural land southwest of the city. Among the speculated-upon buyers were Boeing, Ford Motor Co. and billionaire Howard Hughes.
Front-page headlines in the Oct. 21, 1965, edition of the Sentinel were “Is Our ‘Mystery’ Industry Disneyland?” and “Girl Reporter Convinced By Walt Disney.” Emily Bavar, editor of the newspaper’s Florida Magazine, had face-to-face denials from Disney, but also stacks of clues from him that suggested otherwise.
Four days later, Florida Gov. Haydon Burns confirmed Bavar’s prediction. So the Oct. 26, Sentinel headline was “It’s Official: This Is Disney’s Land!”
At the same time, Walt Disney Productions said there were details to iron out and that other locations were being considered … but there would be an announcement in Orlando on Nov. 15.
That morning, Walt Disney again flew above the 30,000 acres Orange and Osceola County purchased by dummy corporations. At 2 p.m., he held a news conference alongside Burns and his brother Roy Disney at the Cherry Plaza Hotel in downtown Orlando.
The event was thin on details, but the announced investment was $100 million.
Less than six years later, Magic Kingdom theme park opened to the public.
Within 50 years, the Lake Buena Vista resort contained four theme parks, two water parks, a shopping district and 30,000 hotel rooms. Disney World now employs about 80,000 workers.
“It’s all happened slowly … but it’s been a consistent growth overall,” said Jeff Vahle, current president of Walt Disney World. He moved to Florida at age 9.
“When I grew up, and I would drive up (U.S.) 27, it was all orange groves … and the Citrus Tower didn’t overlook houses,” he said.
Disney World, Orlando and their visitors have matured together, Vahle said.
“They’ve grown up with us over those 50 years … and keep coming back,” he said.
The next wave
Walt Disney was a proven winner with groundbreaking animation, his Disneyland concept in California and success at the 1964 New York World’s Fair. Other entertainment companies soon followed Disney to Orlando.
SeaWorld, which had a marine park in San Diego, opened another one about 8 miles east of Magic Kingdom in 1973.

“We stayed with the mission from day one til now, and that’s to educate, celebrate and hope and care for animals in need,” said Jon Peterson, SeaWorld Orlando’s park president.
“That’s the story that has continued to bring our customers back, year after year, day after day, for the same love that we have of the ocean,” he said.
Many Orlando-area theme parks and attractions didn’t last as long. Gone are varied places such as Circus World, Florida Splendid China, Holy Land Experience, Dolly Parton’s Dixie Stampede dinner show and Terror on Church Street.

Church Street Station, a collection of nightclubs and entertainment venues that were tourist magnets, had a lengthy run after founder Bob Snow was drawn to an abandoned train depot in downtown Orlando.
“To me, it’s kind of a full-circle moment, where you go from tourism starting at the train station, going to Bob Snow, going back because the train station was there,” Kilby said.
After several ownership shifts, the attraction faded away in the Y2K era. A common theory was that tourists found options at Disney’s Pleasure Island and Universal CityWalk more appealing.
The wealth of entertainment offerings affected the business of Gatorland, said Mark McHugh, the company’s president and CEO. The park, born in the roadside attraction phase, also navigated the megapark years when four Disney and Universal parks opened within a 10-year span.
“The competition just almost killed us in the ‘90s,” McHugh said. “People prior to that went on vacation, and they had an extra day or two to go to Gatorland. … It almost put a nail in us.”
The attraction then re-emphasized natural beauty and down-home Florida hospitality, he said.
“I think that’s something that people like when they come here. We kind of courted that old roadside history,” McHugh said.
But, big picture, the presence of the big parks helped Gatorland, he said.
“Without Disney, we would have been gone a long, long time ago. … There’s no doubt,” McHugh said.
The brashest player of recent times has been Universal Orlando, which has constructed three theme parks, a water park, an entertainment district and nearly a dozen hotels since 1990. First up: Universal Studios Florida theme park.
“It was a little bit of a rough opening, but I would say probably into the first year, we were already well on our way to planning expansion,” said Karen Irwin, now president and chief operating officer of Universal Orlando.

The sheer number of tourism players makes Orlando a unique market.
“Orlando is just different. It’s partly its scale. It’s partly the innovation, which is phenomenal,” said Alan Fyall, associate dean of the Rosen College of Hospitality Management at the University of Central Florida.
“But I put a lot of it down to the intangible. It’s the collaboration. I’ve worked in many big cities around the world. It’s different here.”
From here?
Orlando reigns as the theme park capital of the world, but could big get bigger? Some experts expected Disney World to announce a fifth park in the wake of Universal expansion or even a rapid addition to Epic Universe, which opened last year.
Executives won’t officially go there yet. Disney has announced projects, some of which visitors can see under construction at Magic Kingdom, Disney’s Animal Kingdom and Disney’s Hollywood Studios theme parks. They have ties to “Encanto,” “Cars,” “Monsters, Inc.” and Indiana Jones films.
Vahle, the WDW president, said the company’s park plans aren’t driven by intellectual property – its characters or movies.
“You kind of go look at and say, ‘What’s the park or a property need, and then what’s a great idea to fill that need?’” he said.

Solid plans exist for Disney World – some already announced, some not – through about 2033, he said.
“We always have to stay that far ahead as you think about how long it takes to design something and build something,” Vahle said. “So the things that we’re thinking and talking about now are 2034 through 2040.”
Universal also has multiple projects in the pipeline, Irwin said.
“They are years in the making, and they’re big investments. … We do have quite a few on the books right now for all of our parks in Orlando,” she said.
“I’ve been doing this for almost 36 years now, and I’m incredibly excited about what’s in the plan,” Irwin said.
Hidden hub
Although eye-catching theme park architecture and flashy rides hold tourist attention, the Orlando market has surged in tourism businesses that provide behind-the-scenes creativity for attractions here and beyond Central Florida, experts say.
“There’s a talent pool here, and there’s a lot of available talent, post Epic,” said Adrian Jones, managing director of CONDUCTR, an interactive design agency based in Manchester, England, with an Orlando office.
“I think the fact that we’ve got a hub in Orlando is extremely important for us as a business because not only does it make it that we’re in the hub of technology advancements in the best theme parks in the world, but also the talent,” Jones said.
Universal Creative workers based in Orlando are involved with Universal’s projects elsewhere, including the year-round haunt in Las Vegas, the kids’ parks in Texas and the proposed theme park in England. Many Walt Disney Imagineering plans for worldwide projects are created by folks based in Central Florida.
“Orlando isn’t just a place where people come and play and have fun. It’s an industry, a knowledge hub,” said UCF’s Fyall. “Increasingly, people from around the world, a lot from the Middle East and Japan, they’re coming here to see how it’s done.”
Jakob Wahl, chief executive officer of the International Association of Amusement Parks and Attractions, thinks the future of Orlando is beyond Orlando.
“Fifty years from now, people won’t just look back at Orlando as the theme park capital of the world,” he said. “We think they’ll point to it as a place where the future of tourism and the future of attractions actually was built.”
Challenges and changes
Moving forward, the tourism industry faces a shifting list of challenges. Current hot topics include political turmoil, affordability, international travel competition, changes in technology and consumer tastes.
“I think price and value proposition are the things globally that we just got to keep an eye on,” Jones said.
“Ten years ago, Saudi Arabia and Middle East, they were all about, how do we become the next Orlando?” he added. “They are basically spending vast amounts of money on the biggest, the longest, the fastest, the this, the that, the other.”
While SeaWorld has continued its animal rehabilitation efforts — it has recorded more than 42,000 rescues — it has expanded its ride lineup as public opinion has evolved.
“I think every business looks at their day-to-day operations, year over year, have adjustments to them to what the economics are going on, but also what the perception is,” said Peterson, the park president. “We have adapted to what our guests are looking for.”
“I believe that our success over the last 10 years or so, and especially our success growing in the future, is going to depend on diversification of those entertainment experiences,” said Gatorland’s McHugh, who points to cultural tourism and sports opportunities.
Look for theme parks to remain king, though.
“I think there is a continued need for people to have fun, to be distracted, to enjoy time with each other,” IAAPA’s Wahl said.
“The city has the mindset to attract people, to attract visitors here, to make them feel welcome and to make them have a good time.”
Email me at dbevil@orlandosentinel.com. BlueSky: @themeparksdb. Threads account: @dbevil. X account: @themeparks. Subscribe to the Theme Park Rangers newsletter at orlandosentinel.com/newsletters.
