We hebben het vandaag over een man die in de beginjaren van Disneyland Paris alles netjes moest verantwoorden aan de Fransen, Jean-Marie Gerbeaux.
Foto van Disney Shawn
Jean-Marie Gerbeaux studeerde zowel politieke en sociale economie als sociologie. In 1971 ging hij werken voor de Renault groep waar hij achtereenvolgens verantwoordelijk was voor planningsstudies, hoofd van de marketingafdeling voor de lancering van reclameproducten, verkoopdirecteur van Renault-Marine, directeur interne communicatie en adjunct-directeur communicatie van 1986 tot 1989.
In 1989 ging hij van Renault naar Disneyland Paris. Hier werd hij communicatiedirecteur tot 1995. In de beginjaren kreeg Disneyland Paris veel weerstand van voornamelijk Fransen. Zij wilden niet de Amerikaanse cultuur naar hun regio halen. Jean-Marie kwam toen met een statement waarin verteld werd dat Disney niet Europa naar Europa wilde halen, maar de Europese kijk op Amerika verwerkte in het park. Zo stonden de hotels elk voor bepaalde culturen in Amerika zoals Cape Cod, Western dorpen en de Manhattan Skyscrapers. Ook zijn de rotsen in Frontierland veel roder dan in de Amerikaanse resorts en wordt er meer verwezen naar Amerikaanse elementen, omdat Europeanen denken dat het zo is. De Franse chefs in het resort bedachten gerechten waarvan wij in Europa denken dat het echt Amerikaans is zoals hotdogs en chocolate chip cookies. Ondanks die Amerikaanse weergave blijft het een Frans bedrijf waar de voertaal Frans is. Om het toch Europeser te maken werd er bijvoorbeeld in 1993 besloten om wijn, champagne en bier te gaan schenken in het resort. Voor veel Europeanen was dat toch iets wat bij het eten of ontspanning hoort. Jean-Marie speelde een belangrijke rol bij deze toevoeging en andere meer Europese invloeden binnen Disneyland Paris. Hij was zelf immers Frans en kon zich verplaatsen in de kritiek op het resort.
Na Disneyland Paris ging hij naar Elf-Aquitaine waar hij communicatiedirecteur en adviseur van de voorzitter was tot 1997. Hierna ging hij voor SNCF werken.
Je kunt Jean-Marie vinden op Main Street boven Main Street Motors. Hier staat: Main Street Gazette – Advertisers Welcomed – Publicity Experts At Your Service! – Jean-Marie Gerbeaux en Tom Elrod.
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