Disney Cruise Line History
Where it all started
After Walt Disney World opened, the company noticed that a significant number of guests were coming to the parks before or after embarking on Caribbean cruises, mostly leaving from port Miami. Then by the mid-1980s those ships moved to port Canaveral which was 1 hour from Walt Disney World. One ship belonged to a newer cruise line called Premier, which offered mostly three- and four-day itineraries on the Oceanic, which was a twenty-year-old ship.
It’s clear that Disney’s venture into the cruise industry evolved over time, from the early “Big Red Boat” experiences to the establishment of Disney Cruise Line, which has since become a popular choice for families seeking a magical cruise vacation.
Premier and the Big Red Boat
Advertised in magic kingdom and Disney hotels and mail flyers
Back then the cruise industry was for adults and couples
1983 Ed Merhige and Bruce Nierenberg both veterans of the cruise industry
Came up with the idea that grandparents wants to bring kids/families should try cruising
They wanted to make cruising more family friendly
Premier cruise line used a ship from the 1960
Michael Eisner in 1984 they do not have the capital to start a cruise line
He wanted to get people to think that when they sail out of Florida (Miami) to stop at Disney World
Eisner, desiring diversification and recognizing the potential of family-oriented cruises, sought a partnership to align Disney’s brand with this evolving trend.
Sail out of Orlando
Eisner wants to test the waters with the Norwegian Caribbean cruise lines
Nov 3-10, 1984 Fant-a-sea
SS Oceanic aka Big Red Board 1
Out of Miami and goes to St. Thomas, Virgin Islands, Nassau, Great Stirrup Cay in Bahamas
Unique Disney-themed experience
Mickey, Minnie, Goofy, Donald duck
Character breakfast
Disney entertainment
Live action pirate of the Caribbean based on the ride and goofy themed Olympics on deck
EPCOT international night
Fant-a-sea Fireworks show
Movies are shown on the ship and Disney channel is placed in all the rooms
$1100 – 3000 per person double occupancy
Huge success
Decides now to partner with Premier cruise line
Disney partnered with them to offer several times a year a Disney-themed cruise on the Big Red Boat that could be packaged with Walt Disney World visits for weeklong land and sea vacations. Premier provided the ship, and all the amenities and Disney provided its classic characters and themed activities. Catering to families with children let to child-care, kid friendly menus, and play area was an innovation at the time and it attracted a multigenerational clientele that previously avoided cruises, Disney character appearances and dedicated youth counselors. Additionally, Disney collaborated with Eastern Airlines to offer a comprehensive vacation packages that included land, sea and air components. They also decided to depart from Port Canaveral instead of Port Miami like other cruise lines.
This concept was innovative, combing the allure of cruising with the magic of Disney, offering a new type of vacation experience.
The partnership was going well but Disney started hearing complaints that the Big Red Boat was not up to Disney’s standards, and they thought the quality of the food was poor. The cabins were considered small and not accommodating for the family’s needs. Once you were actually on the cruise, you didn't see the Disney characters that much.
Eisner immediately booked a cruise with his family, and he assessed the situation realizing it was a dump and a change needed to be made
Disney was locked into a contract with Premier at this point for several more years.
Eisner talked with other cruise line companies, but their rooms were small also and they required gambling which could not happen under Disney
Premier licensing agreement ended in 1993
There seems to be some discussion about what it was that broke the contract in 1991. Some had suggested that Eisner was seeing how much this was making, and so he increased the licensing fee, exorbitantly, so it was no longer financially viable for Premiere to have Disney characters on the ship.
Yes, but the other reason, too, was that a more benign reason is that Eisner seemed to be concerned that people were seeing this as a Disney ship. And it really wasn't. It had Disney characters, but Disney wasn't involved with any part of the experience like the accommodations or the food and entertainment. They opt out. And during 1992, Eisner is trying to negotiate a new contract with Carnival Cruise Line and also the Royal Caribbean Cruise Line, which is considered the main competitor to the Disney Cruise Line to this day because, again, their cruises are half the price of a Disney.
Look at picture below the Big Red Boat in 1995 stopped at Freeport, Bahamas and it was a tender port
And then when Disney pulled out (1995), Premier signed with Warner Brothers.
And the company went bankrupt in 2000 and the ships were sold off to other companies and later ended up being scrapped.
Eastern airlines Disney partner with also to make a land, sea and air deal
Leaves out of port Canaveral instead of Miami
Minnie mouse Christians the ship
Premier becomes the most popular cruise line out of Florida
First kids menu at sea
Free baby sitting
Disney characters costumes at sea
Youth counselors
60,000 sailed on the Big Red Boat the first year
Treasure Cay was the first “Disney” island on Bakers Bay in great Guana Cay Bahamas
It did need a tender to get to the island
Destroyed lots of coral reefs in order to get the boat to dock
First dinner show was a pirate show that would have captain hook come in and take over the ship and take people (actors) out in chains
And the captain of the cruise ship would come out and get people who were willing to help save those people from the pirates on the Treasure Cay
You would get treasure to trade for the captures and then there would be a show with a midnight buffet
20 buildings on the island. Theatre with outdoor seats, para-sailing, could camp on the beach over night
The Majestic was the name of the ship on the big red boat
Can only stop at the island every 3 – 4 days
Issues arose as the captains of the ship started to skip treasure cay and go to Nassau and stay there overnight because many of the crew had family in Nassau
They would blame it on the weather
Contract had that is more than 30% of the time they could not stop at the treasure cay it would void the contract therefore not have to pay the owner of the island
They left everything on the island
All the building and dolphins
1995 they ended their partnership with premier
Disney’s desire for greater control and a unique experience led them to consider creating their own cruise ship
Disney tried to partner with Carnival and Royal Caribbean in 1992/1993 initially but negotiations where challenging so Disney decided to forge its own path.
Big Red Boat
Painted hull of the ship red to make it easily identifiable
Fun fact because on a DCL the kids have so much to do and their own decks that you will more likely see kids on a royal Caribbean cruise than a Disney cruise
The kids never want to leave the kids club
Disney briefly explored the concept of Port Disney but ultimately fell through due to ecological concerns.
DCL Announcement
Disney announced its intention to launch its own cruise line on May 3, 1994, hiring Arthur Rodney as president of this idea
Eisner recalled we couldn’t have gambling even if we wanted, because at that time Disney owned a baseball team, and in that era you couldn’t be in gambling if you owned a Major League Baseball team.
The new cruise line allowed Disney to craft a comprehensive and immersive experience, integrating its brand identity seamlessly into the cruise industry. This move marked a pivotal shift, as Disney not only embraced the family cruise concept, but also set new standards for cruise vacations. The shift from partnership to independent establishment reflects Disney’s commitment to delivering unparalleled family experiences.
Ship Design
One idea was to convert a super oil tanker into a floating theme park but was abandoned.
Eisner emphasized the need for the cruise line to capture the essence of a bygone era of cruising so they built the ship from the ground up. Creating a ship that evoked the classic elements of ships like the SS Normandy resulted in a ship design that paid homage to the golden age of cruising while integrating Disney’s unique branding and storytelling.
Wing T Chao the Imagineer in charge wanted to use one of the best ship designers in the business, a Norwegian named Njal Eide who already designed ships for Royal Caribbean
It took some major convincing on Wing to get Eide to participate in drawing/design two 2,500 passenger ships
As the date approached to finalize the design Chao still did not hear from Eide. Then about 1 week before the second meeting Chao received a package. It was form Eide and instantly Choa said “that is it.” That design because the Disney Magic and Wonder.
Unfortunately, the initial design was all Eide had time to contribute which they then hired YSA Design from Norway and Tillberg Design from Sweden.
One thing they kept from Eide drawing was two smoke stacks even though you only needed one to actually be functional. It allowed the ship to have symmetry. Of note the forward one wouldn’t be functional.
Other ideas they added in were the port holes, next was to color the smoke stacks red, black hull and white paint for the upper decks and lastly a gold bending toward bright yellow used for a strip along the top of the hull and for the life boats. Now add all this up, black, white, red and gold and Mickey Mouse colors. Mickey has red shorts, white gloves, yellow gold shoes and black ears, limbs and nose.
Other ideas included the bow was elongated and tapered and the stern was curved giving the Magic and Wonder a super yacht look.
The imagineers had a challenge with designing the interior of the ship because every inch in each zone because not one more inch could be added unlike in a park.
Everything on the ship
Disney realized that most cruise ships had a single all age’s children’s area but they knew different age groups will have different interests. They designed spaces and programs tailored to age brackets. In the Oceaneer Club for younger children they lowered the ceilings so that it would feel much warmer and intimate. They also made a nursery for 6 month old to 3 year old’s so that parents can drop off and enjoy a romantic dinner.
Next up was entertainment and Disney wanted to perform Broadway shows which cruising. They requested terraced seating for at least nine hundred people, a deep pit to allow scenery to rise onto the stage and no columns in the middle of the theater. The designers had to put in a lot of huge trusses holding up all the decks above the theater. They designed the theater in red and gold colors of the art deco theme to look royal and glamourous. They added modern touches with fiber optics as well.
Magic was extending to the dining hall which there would be 3 which the guests would enjoy rotational dining rotating with their servers. Animator’s Palate a pun on palette the board on which an artist mixes paints which is a nod to Walt Disney original drawings of Mickey Mouse in black and white. When guests would enter the restaurant it was back and white and as the meal proceeded the colors would start to change. The walls, screens, servers costumes and ceilings would all come alive full of color because that is the evolution of the whole animation industry.
Castaway Cay
Castaway Cay, the private island getaway for Disney Cruise Line guests, was developed on a 99 year lease from the Bahamian government. The island was transformed from its previous history, which included elements of piracy, smuggling, and other adventures. Disney’s attention to detail; and commitment to creating a seamless experience led to the development of the island’s facilities.
Despite its enchanting appearance, the island is maintained year-round by a dedicated team of cast members. The island offers both family-friendly and adult exclusive areas.
Additionally, visitors can participate in a 5K race during their port of call giving them the opportunity to explore the island. This unique experience showcases Disney’s commitment to providing exceptional and memorable moments for its cruise line guests.
Lookout Cay at Lighthouse Point
Disney new island destination starting in 2024
Southern point of Eleuthera
Unlike Castaway Cay (separate island completely leased to Disney), this island is not entirely rented/leased by Disney, just a part of the island
Not technically a private island
Island was originally developed with the help of Joe Rohde before he retired
Disney has spent a lot of time to make sure the environment and Bahamian influence is added or included in the development of the island
Comparing the Magic and the Wonder
1998 Magic launches and 1999 Wonder launches
Both Magic Class
Magic is Art Deco and Wonder is Art Nouveau
Art Deco is luxury décor feeling with early 20th century style, very classy feeling
Marble, gold
Art Nouveau is more nature like with flowing lines and curves from plants and flowers
Look at the handrails of each ship to really see a comparison
DCL Firsts
Rotational dining
3 main restaurants and each night you dine in one of them
You then rotate with your dining staff (servers) to the next restaurant and so on
It gives the staff an opportunity to get you know you and your family
This is an example of a Disney Experience
Of note other cruise lines attempted to use this idea and failed
Port Canaveral
Previously borrowed other cruise line ports but now with two ships they needed to build/develop their own
Disney picked Port Canaveral because it was within 1 hour drive of Disney World
Original idea was to match the Art Deco of the Disney Magic when decorating the port
The Port was influenced by the Southampton Ocean terminal in London
One thing that is not Art Deco is the large sized Mickey ears that you walk thru to get onto the ship
Another benefit of Disney owning its own terminal is they began to offer shuttle service from either the airport or Disney World resorts to the port
Port Fort Lauderdale (Everglades)
Plan to sail out of new Disney developed port in 2024
Moved from Miami to Fort Lauderdale
More information to come on the theming of this port project
Disneyland’s 50th Anniversary
Disney Magic in May 2005 did a reposition cruise from Florida to Los Angles in celebration to Disneyland’s celebration
DCL was very popular at the time and this change gave guests a change to explore new itineraries
It was a test for California expansion
DCL 2007 announces two additional ships
Dream Class
Disney Dream and Disney Fantasy
The current cruise industry is building larger and larger ships therefore these two ships are larger than the 2 Magic class ships
This allowed there to be more offerings and amenities on each ship
One example of the ability to add water slides/coasters (AquaDuck)
Virtual portholes (Magic Portholes) on inside staterooms
LCD screen in the room shows what is currently outside and Disney added a little magic to it
You will get to see Disney characters on the screen throughout the day
Of note there is a way to turn this off when time to go to bed
Announcement of the Triton/Wish Class
At D23 in 2019 DCL announced two more ships being built
Later another announcement with there being 3 total ships for the Wish Class
Disney Wish is the first ship in this class
Known as the Caste in the Sea
Brought back the horns instead of speakers like the Dream Class
First water attraction at sea called AquaMouse which is a roller coaster with screens showing Disney themed cartoons
First DCL ship with Disney IP at each offering
Disney Treasure
Same basic layout at the Disney Wish with different theming
Adventure at sea
Darker colors used in the atrium to feel like you are in a palace in Agrabah from Aladdin
Some new theming includes in lounges (Skipper Society, Periscope Pub), exclusive Broadway-Style show (Tale of Moana), concierge rooms themed to Jungle Book, Lion King, and EPCOT, Zootopia themed ice cream shop
AquaMouse new carton called Curse of the Golden Egg
Disney Adventure
Global Dream was a ship being built but the company went bankrupt therefore Disney purchased the ship and will re-theme it for the Asian market to port out of Singapore
Disney Global is investing in numerous theme parks in Asia therefore it make sense for them to place a cruise ship in that market also
This will be the largest ship in the fleet
Themes across the Fleet
Bow character (painted character)
Magic Sorcerer Mickey
Wonder Steamboat Willie
Dream Captain Mickey
Fantasy Sorcerer Mickey
Wish Captain Mickey
Treasure Voyager Minnie
Aft character (sculpture character)
Magic Goofy
Wonder Donald Duck and Huey
Dream Sorcerer Mickey and Enchanted Brooms
Fantasy Dumbo and Timothy Mouse
Wish Rapunzel and Pascal
Treasure Captain Hook and Peter Pan
Atrium statue (bronze statue)
Magic Helmsman Mickey
Wonder Ariel
Dream Admiral Donald Duck
Fantasy Mademoiselle Minnie Mouse
Wish Cinderella, Gus and Lucifer
Treasure Aladdin and Jasmine on Flying Carpet
Godmother
Magic Patricia Disney
Wonder Tinkerbell
Dream Jennifer Hudson
Fantasy Mariah Carey
Wish All the Make A Wish Children
Treasure TBD
