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The big day was July 17.
The big year was 1955.
28,154 guests attended the press event for the opening of Walt Disney’s Disneyland.
Around 90 million people watched on ABC television—when the population of the United States was just 166 million.
Since then, every July 17 has been recognized as the anniversary of Disneyland (even though the park didn’t open to paying guests until July 18).
And every anniversary year that could be divided by five without a remainder had a special significance as a milestone—5, 10, 15, 20 25, 30, and...
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“35 Years of Magic”
Disneyland in 1990
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Sure, it was primarily a marketing event.
But it was more than that.
There was a spectacular new parade.
Two new live shows played on the Videopolis stage.
And guests could win valuable prizes; in fact, one guest won a new car every day.
No new permanent attractions opened in 1990.
But for most guests, Splash Mountain was still a new attraction, having just opened the previous summer.
Guests arriving at Disneyland in 1990 could not miss that the park was 35 years old.
Logos heralding the year-long party were everywhere.
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1955-1990
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An elaborate structure at the park entrance announced the milestone.
As if that wasn’t enough, “35 Years of Magic” marched across the turnstile canopy in both directions.
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“35 Years of Magic” at the turnstiles
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The logos weren’t limited to the entrance.
Even the Coca-Cola Tomorrowland Terrace Stage was decorated with a “35 Years of Magic” topper.
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Tomorrowland Terrace Stage
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Upon entering through the park’s turnstiles, each guest received a commemorative 35th Anniversary “Dream Machine” ticket.
A scratch-off area on the ticket would reveal if the guest had won anything.
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The “Dream Machine”
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For major prizes, the guest would need to proceed to the “Dream Machine” at the Hub to pull a lever to find out what the prize would be.
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A closer look at the “Dream Machine”
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The “Dream Machine” was a gaudy contraption.
Lucky guests won Disney videos, plush toys, posters, coins, collector pins, or Mickey Mouse watches.
Even luckier guests shared in a million dollars in U.S. Saving Bonds or won tickets on Delta Air Lines.
One very lucky winner each day won a shiny new GEO automobile.
Winning a new car would make for a memorable Disneyland visit!
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Pull the lever at the “Dream Machine”
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The illustration below from the Spring 1990 issue of Disney News shows what happened if someone won a car.
The guest would pull a lever, not yet knowing what the prize would be.
A car would rise up festively from within the “Dream Machine,” accompanied by lights and confetti.
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