Disney is developing a new business that will be responsible for the development of complete residential communities, beginning with one in the Southern California desert.
The new project, dubbed Storyliving by Disney, intends to develop master-planned communities that are “laced with the company’s own brand of magic,” according to Disney.
Rancho Mirage, a city in the Coachella Valley near Palm Springs, will be the site of the first of these developments. Disney claims the location was inspired, at least in part, by the fact that Walt Disney formerly owned a property in the area where he would spend time with his family during the summer months.
The announcement of other venues will be made in the future.
Another advantage of Rancho Mirage is the amount of space available for construction. As of now, Disney’s plans are extensive, with images depicting tree-lined avenues, pools with backyards, and a large number of leisure areas for the entire neighborhood.
According to the corporation, the company’s renowned “Imagineers” will have a direct part in the development of the amenities and characteristics of the surrounding area.
A modern-looking members clubhouse with an art studio feel is seen in renderings of the first community in Southern California, which is today known as “Cotino.”
Large glass doors and an open terrace provide views of a 24-acre artificial lake, where homeowners may be seen paddle boarding or relaxing on the beach. Open markets, eateries, and small enterprises would be located in a close city center.
There will be a variety of alternatives available to home buyers, ranging from estates to single-family homes and condominiums. Some of the neighborhoods will be reserved for residents over the age of 55. In the case of houses, the corporation did not provide initial price ranges.
According to the current proposal, many of the community facilities will be available through some form of club membership.
“The neighborhood organization will be run by Disney cast members who have been trained in the business’s iconic guest service,” the firm said in a news statement explaining its plans.
“In addition to tailored activities such as fitness programming, entertainment ranging from live performances to cooking lessons, charity endeavors, conferences, and much more, Disney will provide access to club memberships.”
It’s all still in the conceptual stages, as seen by the disclaimers that accompany each rendering released by Disney. Plans of this magnitude frequently undergo major revisions over time.
However, the corporation claims that it has already gained clearance from the local government for the development’s Specific Plan, which covers the majority of the project’s major components. There is no stated timeline for the start of construction or the opening of the project to the public.
As “more and more fans look for new ways to make Disney a bigger part of their life,” Disney says the launch of its new development division is a natural progression. Given the already ubiquitous theme parks, streaming services, media brands, and goods that have come to define American society, an all-out Disney neighborhood might just be the natural next step.
Storyliving is not Disney’s first foray into the real estate market, despite the fact that many components of the initiative are novel. According to the Wall Street Journal, the company has been in the business of selling luxury vacation houses in the enormous gated community of Golden Oak, Florida, for many years.
Disney built another town near Walt Disney World in Florida in the 1990s, though it ultimately sold off the majority of its holdings in the development.