ANAHEIM, Calif. (WSJ.com) - Since its 2001 debut, the Walt Disney Co. theme park Disney's California Adventure has floundered in the shadow of its legendary neighbor, Disneyland. To fix it, Disney is now planning a $1.1 billion overhaul -- the most extensive makeover the company has ever given to a theme park.

Jay Rasulo, who inherited California Adventure when he became president of the parks in 2002, says the park has had some success in extending the time visitors spend at the resort as a whole and does have some popular rides. But he concedes: "Guests have told us that when they stand in California Adventure, they don't have an emotional connection to it." Mr. Rasulo declined to comment on the investment Disney is making.

Even so, California Adventure has had special problems. On a recent afternoon at the Disneyland Resort, 18-year-old season-pass holder Megan White made a standard complaint: "Disneyland is a magical place, but California Adventure is just a theme park you can get anywhere." Ms. White, of Valencia, Calif., adds she spends most of her visits at Disneyland, only entering California Adventure for one or two rides because it has "no imagination."

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Limestone Commentary
Michael Eisner chose the wrong executive to oversee the initial $1.4 billion project. Paul Pressler, then Disneyland chief, who would later be named president and CEO of Gap, Inc. was selected by Eisner to manage the project.

Is there anything more generic than the Gap? There was a Seinfeld episode in which the Gap was featured prominently as part of the punch line:

Elaine: "I don't think we should be talking about this."
Darryl: "So, what are you?"
Elaine: "I'm white."
Darryl: "So, we're just a couple of white people?"
Elaine: "I guess."
Darryl: "Oh."
Elaine: "Yeah. So do you want to go to the Gap?"
Darryl, leaving with Elaine: "Sure."

Pressler is one of the reasons cheap plush from China is available in every square inch of the park.

Before Disney settled on California Adventure, the property was going to be developed as Westcot (a West Coast version of Epcot in Walt Disney World). If you're interested in a description of this $3 billion project I highly recommend The Disneylands That Never Were by Shaun Finnie.

According to Finnie: "As Michael himself said, 'There were forty unused acres next to Disneyland planted with strawberries'. He offered this fruit field up to the Imagineers for development. In commissioning these plans his brief was simple: 'Amaze me'."

The Imagineers got the message but the brass deemed the plans too ambitious and it was shelved.

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