Universal Orlando is sometimes known as “The Little Park That Could” for its ability to survive a disastrous opening day. It went on to become a highly respected theme park complex that gives Walt Disney World a run for its money.
In the modern era, with 7-hour waits for the new Gringotts ride, it is hard to imagine that Universal ever made a wrong step. Yet things looked bleak during the early 2000s, when corporate culture and moneymaking seemed more important than maintaining a cohesive guest experience.
The 1990s: Expansion and Changes
Universal Orlando’s original parent company, MCA, believed strongly in the theme park division. They were unafraid to take risks, spend money and listen to feedback from both park visitors and front-line employees. With strong backing from their parent company, management and staff pulled together to fix the problems and bounce back from the park’s opening day nightmare.
Despite changes in ownership, the 1990s were a time of broad expansion and needed changes. Minor attractions were tweaked or replaced in response to guest feedback, and new adventures opened. A 3-night party called Fright Nights (1991) soon morphed into Halloween Horror Nights, one of the most respected Halloween events anywhere in the country. Other major successes included the 1991 opening of Back to the Future: The Ride and the triumphant return of Jaws in 1993, following nearly 3 years of rebuilding.
Guests questioned some moves, such as the decision to replace the popular Ghostbusters with an attraction based on Twister. Another questionable act was the demolition of the Bates Mansion and Psycho House, both built for the filming of Psycho IV: A New Beginning, to make room for a new KidZone. For the most part, however, the mood was one of expansive optimism.
The ultimate triumph of the 1990s came in 1999, with the opening of the second gated theme park, Islands of Adventure. One of the most technologically advanced theme parks of its time, Islands poised Universal Orlando to become a serious competitor in the crowded Orlando market. A new shopping, dining and entertainment complex called CityWalk opened at the same time, immediately drawing nightlife seekers from Disney’s Pleasure Island.
Early 2000s: The Dark Days
The terrorist attacks of September 11, 2001, had massive effects on the global tourism industry, and Universal Orlando was no exception. Amid very low attendance and empty hotel rooms, Universal also had the problem that many of its attractions were based on disasters. Kongfrontation, for example, portrayed a King Kong attack on New York City. To compensate for both subject matter and the inevitable staff layoffs, some attractions were briefly placed on seasonal status. Halloween Horror Nights, scheduled to open just weeks after the attacks, was completely redone to remove most of the blood and gore.
As tourism rebounded, however, Universal began tearing out classic attractions and replacing them with “the next big thing.” Almost invariably, that “next big thing” turned out to be a flash in the pan without the staying power of the original attraction. Kongfrontation and The Funtastic World of Hanna-Barbera were the first to fall, in 2002. They were replaced by Revenge of the Mummy: The Ride and Jimmy Neutron’s Nicktoon Blast respectively.
That same year, Earthquake: The Big One was extensively retooled to remove much of the connection to the 1974 film, “Earthquake,” and shoehorn in props from other movies. The result was an incoherent mess that left both guests and staff members confused, and the ride was completely rethemed as Disaster: A Major Motion Picture Starring…You in 2008.
In 2003, Alfred Hitchcock: The Art of Making Movies closed to make room for Shrek 4-D, and the Wild Wild Wild West Stunt Show closed in favor of Fear Factor Live. Nickelodeon Studios moved to California in 2005, shuttering its Florida facility. Back to the Future was the last classic attraction to close during this era, replaced by The Simpsons Ride in 2008.
One of the last and arguably most confusing maneuvers of this time was the installation of a roller coaster, Hollywood Rip Ride Rockit, right through the Production Central and New York sections of the park. By all accounts a technological breakthrough, the coaster nonetheless completely destroyed the sightlines and careful theming of those areas of Universal. Area theming had become increasingly unimportant to the company, as evidenced by the installation of the Egyptian-themed Mummy and the Midwestern Twister, both in the middle of New York, but at least those were largely hidden by facades. The bright red roller coaster tracks now dominate the skyline, and are impossible to ignore.
Interestingly, little changed at Islands of Adventure during this decade. Perhaps because the park was nearly 10 years newer, or maybe because the majority of attractions could be run with a relatively small crew, only a couple of high-maintenance cost attractions were removed. The Island Skipper Tours closed in 2001, followed by Triceratops Encounter in 2003.
2009 to Today: The Comcast Years
Coupled with slashed maintenance budgets, the closure of classics and replacement with relatively soulless, hastily constructed new attractions led many to question Universal’s staying power. By the end of the 2000s, even the once-mighty Islands of Adventure was beginning to show its age.
In 2009, media giant Comcast announced its intention to acquire a 51% share in NBC Universal. Meanwhile, Universal had already shocked the world by obtaining the exclusive theme park rights to the phenomenally popular Harry Potter franchise. The first phase of The Wizarding World of Harry Potter opened at Islands of Adventure in 2010 to rave reviews. The Comcast deal went through in 2011, and the company wasted no time in announcing a Harry Potter expansion, which would be located in the Universal Studios park.
In 2013, Comcast bought out the remaining 49% share, giving the company sole ownership of, among other properties, the theme park division. Comcast has been sinking money into the parks at a record pace, restoring maintenance schedules and focusing on new attractions.
The timing is ironic, given that Comcast is currently being crucified in the media for its customer service record. Yet, at the same time, the company is being lauded by theme park fans for revitalising Universal.
Time will tell whether all of the ambitious plans will come to fruition, but for now, it appears a glorious new day has dawned for Universal Orlando.
