from 2011
THE NEWLY DISCOVERED DISNEYLAND AMBASSADOR


by Scott Wolf

The Disneyland Ambassador program was formed in 1964 when it was decided that it would be beneficial to have somebody to represent the park for its tenth anniversary the following year. From that time, and for years to follow, the Ambassador, according to a 1973 brochure, was to serve as “an official spokeswoman for the entire Disney organization, and representing Disneyland while hosting VIPs, participating in special events and celebrations and traveling throughout the United States and foreign countries.”

It was long believed that Julie Reihm was the very first person chosen to be the official Ambassador or “Miss Disneyland,” so I was astonished to uncover a document recently, proving that there was an official Ambassador before Julie.

The letter read: “Dear Julie: Congratulations on being selected ‘Miss Disneyland’ 1965.” It continued by explaining that Julie is the optimal choice to represent “Disneylanders” and that the upcoming experience “will prove to be one of the most enriching and eventful times” in her life.

The letter was signed, “Valerie Watson (Miss Disneyland, 1962).” Almost immediately upon seeing that, I began researching the lady who was first deemed “Miss Disneyland.”

Several newspaper articles I discovered from 1962 refer to Valerie as Disneyland's official "Ambassadress," a term used in the official press release issued by Disney. Both the press release and newspapers use the term "Miss Disneyland," a title which would carry over when Julie became Ambassador. I also learned that Valerie was a second generation Cast Member. Her mother began working for Disneyland as a secretary shortly before the park opened.

I was able to track Valerie down in South Carolina, and when I called her, she told me the devastating news that she had terminal cancer, it had spread to her lungs and it was very difficult to speak. I, of course, respected that and would certainly not wish to make her uncomfortable, however she courageously spoke with me, and told me her remarkable story.

In Valerie's words, "I joined Disney in 1959, because I took a break from college to rethink my major. I took guided tours and then I had the good fortune to be selected to greet King Hussein of Jordan on his visit, April, 1959, for no special talent other than my height. I was 5’3 ½” and it was protocol that somebody should greet him that could look him in the eye – not overpower him. So that began a wonderful career for me that lasted thirteen years.

"After greeting King Hussein, I was made a VIP hostess and I worked with a very good friend of mine, Donna Clark. She and I were in Guest Relations together. We were assigned to take the king and queen of Thailand through Disneyland, we were the hostesses, but always the U.S. State Department representatives were with us, and we were given protocol instructions before royalty arrived. And then the crown prince and princess of Japan and the three heirs to the throne of the Scandinavian countries.

"Among the VIPs that I took on tour was a man named Russell Downing and his wife Sally and I spent two days with them, showing them every part of Disneyland. I had no idea why they were there, but he was president of Radio City Music Hall in New York and he was on a confidential visit to meet with Walt Disney on how best to market a new film that was going to be released, called 'Moon Pilot.' They wanted to release it at Radio City Music Hall, and in the east coast there was no real familiarity with Pluto and Mickey and Donald Duck and so forth – the 'live' characters, so a stage production was in the works to launch Disney in the east, this was long before Walt Disney World.

"They decided, 'How can we get the interest of the press in New York?' who was considered very jaded, having seen everything, so they came up with a tag of 'Miss Disneyland.' They weren’t looking for a beauty queen. They were looking for someone who had knowledge of the organization and enthusiasm, and Russell Downing proposed my name, so he gave that idea to Walt Disney. It was quite a Cinderella story."

While Valerie would only serve in this capacity for less than two months, the nation took notice. With her impressive background hosting presidents and royalty, along with her new official title, the Los Angeles Times called Valerie "the sweetheart of the U.S. State Department."  The article continued, "Learning that she was going to be in the East, State Department officials are insisting that she visit Washington, D.C., so they can show HER around." As for her efforts promoting "Moon Pilot," although the film only saw a modest success nationally, it broke box office records at Radio City Music Hall.

Just two years later, Valerie was selected to work in New York at the World's Fair, where Walt Disney had a prominent presence. Amongst those she served as hostess for was the family of John F. Kennedy. (Pictured right, Valerie shares a happy moment with John F. Kennedy, Jr. and some Disney pals.)

Soon after, Valerie began working for what was her favorite Disney job, at WED Enterprises (now known as Walt Disney Imagineering.) Valerie explained, "I worked for the master planners of Walt Disney World and it was all secret. It was called Project X. At that time, at WED, under one roof were animators, sculptors, painters, model makers, the most incredible assembly of creative people you can imagine, and I worked there for three years."

In 1970, with the opening of Walt Disney World just a year away, it was obvious that Valerie was the quintessential choice to start the Guest Relations department, beginning with the Preview Center.  It was bittersweet for her to move into that role because she really loved her job at WED and did not want to leave, however she did realize it was a great opportunity. 

Whether Valerie was the catalyst for the creation of the future Ambassador program remains unclear. Jack Lindquist, the original founder of the current Ambassador program could not recall if he cited her as an example when he sent his initial, more elaborate, Ambassador proposal to Walt Disney, but he certainly remembers her with great fondness. 

Julie Reihm will always remain the first Ambassador chosen as part of the program which continues going strong today, however there is an undeniable connection between Valerie and Julie's reign.

What we do know is that when Julie was named Ambassador, she was referred to as "Miss Disneyland," a title that was first given to Valerie. We also now know that when Julie was selected, she received a congratulatory letter from her predecessor.

Sadly, Valerie passed away shortly after our conversation, but she certainly led an amazing life. Jack Lindquist stated that she was one of the tour guides that "helped set the standard for the tens of thousands who followed." Former Disneyland and Walt Disney World entertainment director Chuck Corson, who also was on the judging panel for the early Ambassadors said, "She was a fountain of information about the park and loved it. She was a real pioneer." There's no doubt Valerie is a prominent individual in Disney history, and her efforts on both coasts helped shape programs which continue to bring enjoyment in the Disney resorts around the world today.  

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