Chapter 24: A Peach of a Location
From Theme Park Confidential: The Corporate Machinations and Machiavellian Intrigue behind your Favorite Parks, by E. Z. Ryder
The announcement of Warner Brothers Movie World just to the west of his home and headquarters in Atlanta, Georgia, sent Columbia Entertainment CEO Ted Turner into a bit of a tizzy. Not only was the old Six Flags theme park getting a Disneyesque upgrade into an “immersive user experience”, but they were building a new Warner Studios East complex as a competitor for the new Universal Studios Florida just to the south in Orlando. With both studios threatening to pull talent and visitors from Columbia, Turner set out to create his own southeastern studio complex.
The development of new studios in Atlanta made economic as well as strategic sense. The lower cost of living combined with the generous incentives that the Georgia State and Atlanta City governments were willing to provide made the expansion a no-brainer in his mind. It also appealed to Turner at a visceral, regionalist level, a chance to bring the fortune and glory of Hollywood to his beloved Georgia. For the location of the new studios and park he set up shop at a crossroads near the small community of Rockbridge to the east of Atlanta in the shadow of Stone Mountain. This was a place filled with golf courses and other local attractions with plenty of infrastructure support and room for growth. Though the hilly ground would complicate construction, enough flat space was available or could be made available with construction equipment to house the studio lots.
Part of the chosen land was occupied by a peach orchard, so Turner named the new facilities Columbia Peach Grove Studios and quietly angled among the local developers and landowners to have the region dubbed “Peachwood” or possibly “Palmettowood”, a branding effort that rival Warner Brothers also supported. Despite his best efforts, however, the people of Georgia and the entertainment industry both independently came up with the name “
Y’allywood”, which has stuck to this day.
Ground was broken on Peach Grove Studios in the spring of 1990. In addition to active studios and sets, and guided tours of them, the Studios would feature the chance to sit in on a live studio audience, some shopping and dining options, and even a few rides and attractions based on Hanna-Barbera IP and purchased back from Kings Entertainment Company, who’d retained the theme park rights to Hanna-Barbera since 1984 when it split off from Taft. Plans were to expand the theme park side into a full-fledged “second gate” in the future.
The announcement of Columbia Peach Grove Studios sent shockwaves through the industry, with Warner Brothers and Universal feeling particularly threatened. Warner now had a direct competitor in Atlanta, a market that up to that point they had cornered. Universal Studios, Florida, was already facing opening week jitters due in part to the recession and due in part to an opening day hiccup on par with Disneyland’s infamous Black Sunday of old.
Now they had additional regional competition. Disney President Frank Wells and the Disney board again considered a Disney-MGM Studios East, but with continuing challenges with Disneyland Valencia, whose opening day was coming soon, ongoing costs for Port Disney and DisneySea, and with the recession taking a bite from park revenues across the board, it hardly seemed the opportune time to launch a third gate at Disney World, particularly into the face of direct competition.
With Warner now facing a direct challenge in the east, C.V. Wood put on hold plans to retrofit the Dallas Six Flags into another Warner Movie World in order to accelerate development of the Atlanta Park, determined to stay one step ahead of Columbia. It would be the beginning of a fierce crosstown rivalry between Warner and Columbia that would spill over into other areas. Universal was already scrambling to get all of the attractions at the Florida studios up and running, but none the less sought to expand and accelerate their development, fearing loss not just to Disney World, but to the Atlanta Parks.
And yet the issues went further: the governments of Orlando and Florida feared that the massive expansion in entertainment options in Atlanta, a city that often served as an air hub for flights coming to Orlando, would pull tourists from Orlando to Atlanta. They responded by planning an airport expansion, making incentive deals with air carriers to add more direct flights to Orlando, and expanding on existing incentives for studios, parks, and hotels to help combat tourism loss to Georgia, be it real or imagined.
Suddenly what started as Ted Turner’s gut reaction to Warner’s expansion had blown up into a regional metropolitan rivalry! It would result in not only economic effects, but in political ones as well.