Ben Vereen, Trace Atkins, Gary Sinise, Kurt Russell, and Ana Gasteyer have all been Candlelight Narrators. Photos: Offbeat Training LLC

Has it ever seemed like the company you work for isn’t interested in making money? Do they ignore protentional revenue streams? Are there other offerings they just don’t have the vision to see? It happens all the times in companies, including Disney. Here’s one true Christmastime story.

For many guests, the Candlelight Processional—follow this link to view the 2000 presentation—is an Epcot must-do during the Christmas holiday season. Candlelight, a concert with massed choir, orchestra, and celebrity narrator had its roots in Disneyland as a special event in Town Square. A version was then begun in the newly opened Magic Kingdom at Walt Disney World. But there was one problem. Regular day guests had little opportunity to view it. The square area was filled with local dignitaries Disney wished to thank for their support throughout the year.

In 1994, when Disney began featuring festivals at EPCOT, the east coast ceremony was moved to the American Gardens Theater as a component of the Holidays Around the World festival. Epcot Entertainment management, especially leaders Frank Ritti and Allen Cramer, recognized an add-on guest pleaser and revenue opportunity: A CD of the music from the ceremony.

It should have been an easy decision to proceed. Entertainment already recorded shows as a matter of practice and the choral music was all in the public domain. They presented the idea to Hollywood Records, Walt Disney Records, and any other corporate entity that would take their pitch. But the Disney Company was not interested in pressing a CD with no national reach.

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Finally in 1997, Epcot Entertainment did it themselves through an obscure label—perhaps connected to Merchandise—with an equally obscure name: Disney Magic Productions. To almost ensure failure, the CD was given the uninspiring name of Candlelight Processional and Massed Choir Program. The CD, featuring celebrity narrator Louis Gossett Jr., was only available at merchandise kiosks next to the American Gardens Theater.

This CD, on an unknown record label, with a boring CD title, and minimum availability, sold out immediately. The following year, with a larger pressing and wider distribution, it sold substantially more copies. By 2000, Walt Disney Records got the hint and repressed the CD with Phylicia Rashad featured as the narrator.

The CD was a hit, both with guests and as a revenue enhancer. Additionally, it paved the way for many of those Park music CDs Disney now sells. All this happened because a local management team saw an opportunity and refused to be dissuaded.

The lesson I take away from this—as I write while listening to that joyous CD—is that the top leaders don’t always see what the situation on the ground is and that sometimes you must step up, take a chance, and prove that an idea works. Maybe then you can make your own financial music when they refuse.

Thank you for reading these Snaps all year long.

Merry Christmas and a very prosperous New Year.

Lenn Millbower, The Mouse Man™