Adult Disney Park ‘Smart Fun’

Walt Disney Co. plans to open its first theme park aimed at adults, the Disney Institute, in February, company chairman Michael Eisner has announced.

The $35 million resort will be an adjunct to Walt Disney World in Orlando, Fla., offering cultural activities ranging from cooking to “entertainment arts” where guests can get firsthand experience in making animated films.

The cultural offerings will be offered along with the usual resort features such as health clubs, golf courses and tennis courts.

“Entertainment doesn’t have to be devoid of education,” Eisner said at a recent New York press conference. “I’m thinking of this as smart fun.”

Eisner said he has wanted to pursue the project for eight years. But the project is also driven by changing demographics, as research is showing that aging baby boomers are looking for enrichment as part of their vacation experience. A three-night package at the institute, which is designed to look like a small Midwestern town in the early 20th century, will be $698 per person.

Eisner said the institute will include artists-in-residences and speaker forums, where famous names will go to Orlando to talk shop with guests.