The Walt Disney Company (NYSE: DIS) recently revealed that its is expanding its brand by creating "storyliving" communities across America, which is a place where individuals will be able to make friends, live, and appreciate the beauty of Disney throughout daily life.
The name of this future living arrangement, referred to as "Cotino," is going to be established in Riverside County's Rancho Mirage, which is where its original owner, Walt Disney, once had a home.
"As we prepare to enter our second century, we are developing new and exciting ways to bring the magic of Disney to people wherever they are, expanding storytelling to storyliving," Disney parks division chairman Josh D'Amaro stated in a news release.
These new communities, referred to as "Storyliving by Disney," are going to be planned out by Disney Imagineers, who create designs for Disney's theme parks, as well as Disney workers who will run the community operations. These communities will have clubs with entertainment, wellness activities, and seminars.
In addition to the Cotino community, Disney will also establish residential homes - in particular, a neighborhood that is geared toward those who are aged 55 and up. Other such communities are "under exploration for further development," says Disney. This effort that has been created by Disney will be open to all age groups. "Curated experiences" via club memberships will also be available, along with wellness programming, live entertainment, and cooking classes.
"There is incredible demand for all things Disney. Our fans continue to look for new ways to engage with us, to keep Disney as part of their lives," D'Amaro added. Regarding the branded communities, he went on to say, "you can be part of Disney all of the time."
In starting Storyliving by Disney, Walt Disney Co. will surely attract an audience of a wide variety of ages and possibly create a multi-generational fanbase.