Disney's Handling of a Crisis

According to a 1985 Time magazine article, almost 100 lawsuits are filed against Disney every year for various incidents.  Unfortunately, with millions of guests visiting the park every year, people are bound to die. And in most instances, the Disney park rides are not found to be the cause of death.  However, in some instances Disney’s responses in these crises do not seem to be sufficient.
  

For example, in December of 2007, 44-year-old Jeffery Reeb died of a heart attack after riding Animal Kingdom’s Expedition Everest. While the causes were natural, (Reeb had a previously existing condition involving an enlarged heart) the crisis for Disney’s reputation involved a slow response in getting a defibrillator on site.

Of the 500 defibrillator’s on Walt Disney’s property, only three were at Animal Kingdom.  Critics argued that having a defibrillator closer to the ride could have helped save Reeb’s life.
  

In some ways, Disney’s response was adequate. Immediately following the death, Expedition Everest was closed and inspected, before reopening.  Disney exhibited forward thinking, explaining what they would be doing to avoid future accidents like this from occurring.  A year after the incident, Walt Disney World announced that it would install defibrillators at some of the park’s most intense rides like Expedition Everest, Mission: Space and the Tower of Terror. 

Altogether, Disney said it would install 30 more AED devices – bringing the total number at Disney World to
about 730. About 24 are at individual rides while the rest remain in employee areas.

According to the Orlando Sentinel, spokeswoman Andrew Finger also said that the resort “plans to train 500 more employees in CPR even as it adds the 200 defibrillators to the 500 already on resort property.”

While Disney clearly took steps to make their parks a safer place after Reeb’s death, Disney’s response didn’t seem to be apologetic or compassionate.  One of the messages communicated by Disney after the incident was that the signs in front of the rides, warning visitors with medical conditions to ride with caution, are there for a reason. They also explained that even had an AED been brought to Reeb earlier, he may not have been saved.
  

What seemed odd was the Disney did not have any official communication on their website in regards to the death of Mr. Reeb, including a statement saying that they are sympathetic to his friends and family.

One thing that is on the Disney website however, is a section on safety and security at the park.  This seems to be their way of showing that they care, since accidents and deaths at the park happen more often than not.

The section states that, “The safety and security of our guests and our cast members is of paramount importance to us and is evident in programs throughout Disney.” These programs include park security, park safety policies and workplace safety.