Dining with Dinosaurs at Disney

LAKE BUENA VISTA (Orlando Business Journal) – Plans to build two major themed restaurants at Walt Disney World may offer a peek behind the curtain of silence Disney has imposed on its plans to remake Pleasure Island. T-Rex: A Prehistoric Family Adventure, opening in early 2008, is a 600-seat, dinosaur-themed establishment. It marks the next step in the company's plans for Downtown Disney. Jacob DiPietre, a Disney spokesman, confirms the restaurant, to be located adjacent to Pleasure Island, will be a cornerstone of a makeover but would not elaborate about the project. The T-Rex concept was developed by Steve Schussler, who founded the Rainforest Cafe chain that he sold to Landry's Restaurants for $85 million in 2000. Schussler believes the Pleasure Island makeover is designed to streamline customer flow, extend the amount of time visitors spend shopping, eating and nightclub hopping, and attract more family visits. "The (Disney) makeover project is very huge," says Schussler. "They have some very aggressive plans. The strength of the T-Rex project is one reason for their commitment." Schussler calls the T-Rex restaurant a combination tourist attraction, restaurant and retail store that will appeal to a wide range of customers. Plans call for dramatic lighting and landscaping, combined with an outdoor water feature. The new two-story, 25,000-square-foot building will be located on the fringe of Pleasure Island. Several different themed dining areas, one of which will feature a live shark tank as its centerpiece, connect with seven activity areas. Each space is filled with a junglelike environment, populated with more than a dozen dinosaurs, plus waterfalls and geysers. Unique to Orlando will be the Ice Room, a 20-degree vodka bar with a robotic bartender, working side-by-side with a human counterpart preparing drinks. In addition, Schussler has developed a second concept that Disney is moving on immediately.

Schussler's Asia concept, which combines a 250-seat quick-serve, walk-up restaurant with a 350-seat table service restaurant, is planned for the area adjacent to the new Expedition Everest village in Disney's Animal Kingdom park. Disney has yet to come up with a name for the eateries, but the titles will likely connect with the mythical Himalayan village of Serka Zong, the nonexistent Anandapur Rail Service that carries thrill ride guests up the mountain or one or more imaginary characters such as Norbu and Bob, the misplaced duo that operate the mountain climbing service. Restaurant industry observers say while the ideas are intriguing, and Landry's and Disney make a good team, this doesn't signal the return of the themed restaurant to the industry. "Landry's has a record of success with Rainforest Cafe. They like the themed concepts and do well with them." says Mike Gallo, an analyst from C.L. King & Co. "I can't think of a better place for something like this than Disney."