July 17, 1990 marked 35 Years of Magic (1955 - 1990) for “the happiest place on earth”!

Disneyland had much to celebrate. Disneyland opened on July 17, 1955, with 18 major attractions and now there were 60 attractions in the Park. By 1990, Disneyland staff numbered more than 9,000 men and women, with Winter period employees totaling 6,000.

Mickey Mouse and Minnie Mouse were joined by Roy E. Disney, Michael Eisner, Ronald Reagan, Art Linkletter and Bob Cummings for a rededication ceremony. Disneyland’s first two guests also returned for the celebration! President Ronald Reagan would briefly speak at the rededication of Disneyland, calling it “a national treasure.” You may recollect that Ronald Reagan hosted the televised dedication of Disneyland in 1955 alongside Bob Cummings and Art Linkletter.

In taking to the stage below the Main Street Station in Town Square, President Ronald Reagan confessed : “Its an honor and a privilege to join with you as we rededicate one of America’s treasures - a place that has captured the imagination and earned the affection of four generations of Americans, and a place that has served as host and “Goodwill Ambassador” to millions of visitors from abroad. Disneyland exemplifies the essence of the American spirit and continues to show us the way to follow our dreams - however big or small!”

During the 35th anniversary, the Plaza Inn porches (south and north) were used as interview areas for the event. The Interview Center was located in the South Solarium in the Media Center at the Plaza Inn.

The proposed Walt Disney stamp was reviewed by the U.S. Postal Service. The plan was to have a "First Day of Issue" ceremony at Disneyland on July 17th.

Even before the Main Entrance, the milestone event was celebrated. An enormous (12'x 15’) assemblage of 35 years of Disneyland memorabilia (by Ridlon) was on display in the Main Entrance Mall throughout 1990. During October of 1990, a promotion of the General Motors 1991 car line was displayed in the Main Entrance Mall. This served as an exclusive introduction of the new product line.

From September 20-23, 1990, a UNICEF Charity Auction tie-in event between Disneyland and with the UNICEF International Children's Conference hosted 40 top world leaders at the United Nations. Both Gorbachev and Bush were present at Disneyland to acknowledge children around the world in a major press event generating worldwide publicity.

During November of 1990, an exclusive Charity Auction offered 35 years of collectible Disneyland memorabilia. Sotheby's assisted in planning and executing the auction. All monies raised were donated to charity. Some of the approximately 100 items auctioned included an original, hand-painted Carrousel horse; the "D" from the Disneyland marquee; an Autopia car, etc. By including well-known celebrities and items with an international theme, such as Small World dolls, worldwide press coverage resulted.

The Great American Race was themed to the 35th Anniversary.

Escorts wore a white 35th Anniversary logo sweatshirts accompanied by Disneyland name tags and their Press I.D.s.

The itinerary included the Opening Day Rededication Ceremony at the Main Street Train Station, Party Gras Parade, and a News Conference at the Videopolis Stage. Dinner in New Orleans Square included entertainment performances by the Four Tops on the River Stage at 8:30pm.

There was a Splash Mountain Backdoor event scheduled for the media. The Plaza Inn porches (south and north) were used as interview areas for the event. The Interview Center was located in the South Solarium in the Media Center at the Plaza Inn.

There was even an Embarkation Ceremony on the Queen Mary Ship’s Bow where the media attended a special Ship Christening Ceremony.

A special partial performance of the Party Gras Parade was pre-staged for the media. It was not a normal performance of the parade. The parade would step off at Small World and hold at Matterhorn Way until celebrities were in place on the floats.

Current Disneyland Cast Members got into the spirit of “Disneyland - 35 Years of Magic” with commemorative name tags bearing the anniversary’s logo!

At Disneyland, signs were themed to support the stories with respectful graphics, colors, fonts, terminology, the overall design of sign, materials (wood, metal, banners, etc.), and verbiage used on the signage. Two giant Thirty Five Years of Magic signs hung over the Disneyland Tunnels leading to Main Street U.S.A.

Colorful and festive bunting (as well as reflective decor), were created for the lampposts that lined Main Street U.S.A.!

The Central Plaza hosted a character meet and greet area near a backdrop of the Park’s 35th anniversary logo! Here, Disneyland guests could meet special guests, like the Gummi Bears (the current stars of Disney Television Animation) when they weren’t appearing on the Disney Afternoon Cavalcade parade.

Before the Partners Statue sat in the Central Plaza, the area was often used for photographic backdrops and promotional displays. Though it was impossible to miss the Dream Machine, Disneyland maps detailed its location (in the center of the Plaza) for guests!

In Disneyland Plaza, the dazzling “Dream Machine” was dedicated before giving away millions of dollars in prizes! The giveaway offered one lucky lever-pulling Guest the chance to win a brand new 1990 General Motors Geo or 1986 Pontiac Firebird every day. Millions of dollars worth of giveaways were awarded to guests throughout 1990, including Delta Arlines tickets, one million dollars in U.S. Savings bonds, and 400,000 other fabulous prizes (like Mickey Mouse watches and Disney Home Videos on VHS)! All of this was in celebration of the biggest party in Disneyland’s 35-year history! Hometown publicity stories were planned around guest experiences at the birthday machine, located at the Hub.

Among the winners of a car were Anna Hernandez

The majority of Disneyland 35th Anniversary Dream Machine Tickets featured a number of colorful Disneyland characters, so whether you were a winner (or not) the tickets became popular collectables among guests!

One particular rare style of Disneyland 35th Anniversary Dream Machine Ticket featured the event’s logo!

This award was given to Jack Lindquist (“a dreamer, a guru”), and an honored member of the team that dreamt up the “Dream Machine” for Disneyland’s 35th! The trophy given him features the actual “Dream Machine” handle, which was triggered by 72,822 Disneyland guests during “the 35th Anniversary Year 1990”. But, just who was Jack Lindquist?

Like Walt, Jack too was born in Chicago, but on March 15th, 1927. As a boy, he became a child actor with a filmography including Hal Roach’s “Our Gang” series, and the Lucille Ball film “Best Foot Forward”. After graduating Hollywood High School, he spent two years in the United States Air Force, and attended the University of Southern California. These were all fine accomplishments, but things would really change for Jack Lindquist that would make him a household name among later Disney historians.

In 1955, Jack Lindquist was personally hired by Walt Disney to work in the Disneyland Marketing Department. Marketing was a division that Jack continued to be affiliated with for most of his career. In 1972, he was appointed Vice President of Marketing for Disneyland and Walt Disney World. Later (in 1982), he became Executive Vice President of Marketing for Walt Disney Attractions for Walt Disney World (including Independence Lake and EPCOT Center), Tokyo Disneyland and Disneyland Paris. He soon established the separate Marketing Division for Walt Disney World in Tokyo. In 1987, he was named President of Disneyland. This was a big deal. According to Jack: “At an awards banquet in 1989 it was announced that effective tonight, Jack Lindquist is the president of Disneyland. It was a complete surprise to me because we never had a president at Disneyland. I thought it was the best job in the world and there's just no better job.”

There were many interactive units of Party Gras! which invited guests to join the party, and perhaps the most memorable was the Extremely Secret Royal Eternal Fraternal Order of Armadillos.

During “35 Years of Magic,” Atmosphere Entertainment complimenting the theme of areas was staged to entertain Guests on an immediate and personal level. Perhaps you recollect receiving colorful commemorative 35 Years of Magic coins from the Armadillos - members of the Extremely Secret Royal Eternal Fraternal Order!

The Armadillos extended membership to some of the Party Gras guests, administering these cards to members added to the Order!

“Welcome to the celebration! Its a jubilation! It’s a Party Gras!” Party Gras - a brand new parade with a Caribbean-Calypso feel, directed by Disneyland Entertainment Senior Show Director Michael Maines (which ran from January 10 - November 18, 1990). The parade was inspired by a trip to New Orleans, by Michael Maines, Mike Davis (Disneyland Entertainment Director), and Bob McTyre (Vice President of Marketing and Entertainment). At two special selected points along the route (near Matterhorn Mountain, and on Main Street), the parade would stop to perform a street show and guests would be invited to do join the party and do the conga.

More than 100 street performers and six enormous incarnations of Disney characters bring the “hot, hot, hot” 35th anniversary parade to life! Party Gras would feature six balloons of Mickey Mouse, Minnie Mouse, Donald Duck, Goofy, Pluto, and Roger Rabbit, which towered more than forty feet in the air. The Genie balloon stood 33-feet-tall in addition to his float. These were all designed and modeled by the Disneyland Entertainment Art Department, and manufactured by Aerostar (of South Dakota). In addition, there were more than 168 street performers (Characters, puppeteers and stilt walkers) draped in Mardi Gras elements. Costumes were designed by the legendary Jack Muhs, with new characters by Alyja Paskevicious Kalinich. These were choreographed by John Addis. Music would be produced by Bruce Healey.

The 35th Anniversary parade featured five giant (45-foot) inflatable character balloons and a Calypso/Latin American theme. Two “cold-air blowers” kept the towering Party Gras! balloon floats continuously inflated.

Colorful confetti and necklaces would fill the street as the parade units advanced to the beat.

Two Souvenir Guide covers immortalized different parade units.

Mickey and friends (in special overdressing) hosted a live stage show on the Plaza Gardens stage, in honor of 35 Years of Magic! The 35 Years of Magic event also featured two live stage shows. On the Videopolis Stage audiences enjoyed the daily “One Man’s Dream Stage Show,” from December 16, 1989-August 17, 1990. This show which premiered at Tokyo Disneyland is based upon Walt Disnev's dreams and his creations from Mickey Mouse to movies to Disneyland, etc.

There was another show on the Carnation Gardens Stage.

A special float was added (this year only), to the Main Street Electrical Parade. Cast Members enjoyed a special evening event entitled “The Spirit of Disneyland” - an hour of nostalgia, reminiscence, and a look at Disneyland’s future, hosted by Jack Wagner (“the voice of Disneyland”), Dick Nunis (President of Disneyland and Walt Disney World), and Ron Dominguez (Vice President, Disneyland Operations)! The parade even featured the Mouse-O-Rail - a retired Monorail.

Occasionally unique Units and floats would be included within the Main Street Electrical Parade reflecting and current celebration and keeping the parade fresh! The Main Street Electrical Parade of Disneyland’s 35th anniversary year featured this special tribute float to Disneyland - 35 Years of Magic!

“Souvenir Merchandise, Promotional Gifts, and Prizes”

There were many ways to commemorate Disneyland’s landmark anniversary! On Main Street U.S.A., the Disneyland - 35 Years of Magic logo created a backdrop where guests could have their photos taken. The logo was licensed for sweaters, “fanny packs”, keychains, and commemorative coins.

A set of commemorative pins were released, featuring Disney, Amblin Entertainment, and Lucasfilm characters highlighting some of Disneyland’s most popular attractions. Of note were pins featuring Hooter (in promotion of Captain EO), Roger Rabbit (in promotion of the Haunted Mansion), and C-3PO (in promotion of Star Tours). Another popular souvenir was the Commemorative pop-up Disneyland map that was released.

If customers bought Kodak film during 1990, they could get a “free watch”! Yes, Disneyland sponsor Kodak ran a “Magic Colors” promotional tie-in contest, where (in addition to) 5 Trips to Disneyland and 100 Kodak Explorer Cameras, 1000 Lorus watches bearing the “Disneyland 35 Years” logo were awarded as prizes! A celebrity charity auction took place in which one capital “D” from the old Disneyland marquee was awarded to a lucky bidder!