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A New Species of Theme Park: Disney’s Animal Kingdom (1998)

Disney’s Animal Kingdom opened to the public on Earth Day, April 22, 1998. To generate excitement and clarify that this was a theme park—not a zoo, Disney released an engaging teaser: “A New Species of Theme Park.”

A New species of Theme Park: Disney’s Animal Kingdom (1998)
A New species of Theme Park: Animal Kingdom (1998)

Joe Rohde and the Vision Behind the Park

The teaser prominently featured Joe Rohde, the lead Imagineer behind Disney’s Animal Kingdom 1998. Rohde passionately explained the park’s unique mission: combining thrilling attractions with real-life animal encounters and immersive storytelling. His goal was to prove that this wasn’t just another theme park.

A New species of Theme Park: Disney’s Animal Kingdom (1998)
A New Species of Theme Park: Animal Kingdom (1998)

One legendary moment from the park’s development involved Rohde bringing a live Bengal tiger to a pitch meeting with then-CEO Michael Eisner. This bold move symbolized the park’s dedication to authenticity and left an unforgettable impression on Disney executives.

Concept Art and Future Adventures

The teaser also showcased stunning concept art for the park’s themed lands. Viewers caught early glimpses of areas like Africa, Asia, and Dinoland U.S.A., hinting at the adventures that awaited guests. The video positioned Disney’s Animal Kingdom 1998 as a place where the magic of nature and imagination merged perfectly.

A New species of Theme Park: Disney’s Animal Kingdom (1998)
A New Species of Theme Park: Disney’s Animal Kingdom (1998)

Why “Not a Zoo”?

Disney faced a unique challenge when opening Animal Kingdom. Many assumed it would be just another zoo. Disney countered this perception with the memorable tagline: “Nahtazu” (Not a Zoo). This campaign highlighted how the park combined live animals, thrilling rides, and cultural storytelling—something far beyond a traditional zoo experience.

A New species of Theme Park: Disney’s Animal Kingdom (1998)
A New Species of Theme Park: Animal Kingdom (1998)

Watch the Full Teaser and Learn More

To see how Disney’s Animal Kingdom 1998 broke new ground in theme park design, watch the full teaser and explore Joe Rohde’s vision in-depth:

 

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