Why Disneyland’s $1 billion Star Wars land isn’t a bust despite flat attendance

The old adage of “if you build it, they will come” didn’t pan out for Disneyland with the debut of the $1 billion Star Wars: Galaxy’s Edge as attendance at the Anaheim theme park remained flat in 2019.
But while on the surface it may seem like Star Wars: Galaxy’s Edge was a bust, if you dig a little deeper you’ll realize that keeping attendance flat during the largest expansion in Disneyland’s history was all part of Disney’s larger strategy.
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