Norm Elder, who had a long and successful career in the attractions industry including working with Disney and Universal, passed away on 6 December 2021. Having worked in the business for over 50 years, he will be much missed by friends and colleagues alike.
Elder began his varied career at WED Enterprises, now known as Walt Disney Imagineering, in 1970. He worked for Disney for 13 years, before moving on to roles with Warner Leisure Group and then Universal. During his time at Universal, he worked on several projects, ultimately having marketing and sales responsibility for all Universal theme parks, including Spain, Japan, and the planning of China.
A long and varied career
Speaking to blooloop in 2011, Elder said he felt privileged to have been in this industry for his entire career.
“With respect to achievements, I’ve been blessed to work with many incredible people and to learn so much from them. From all of the talents at Disney Imagineering to those at Disney Parks and Resorts, Universal Studios Parks and Resorts, and on and on.
“And I have had the unique opportunity to contribute to some very special projects: The original development and opening of Walt Disney World and its first ten or twelve years of expansion, the development of Universal Studios Florida and subsequently Islands of Adventure and the overall Universal Orlando Resort, Tokyo Disneyland, Fiesta Texas in San Antonio working with the Gaylord Company, and Universal Studios Japan.”
He was passionate about the themed entertainment business and in later years went on to offer his experience of themed entertainment development, branding, marketing and corporate sponsorship to leading companies in the industry, through his own consultancy.
The importance of storytelling
On the topic of the theme park business, he was a proponent of a customer-first approach, saying:
“Rather than looking at things on a yearly basis, I personally look at the theme park business as a journey. So it’s all about the journey, and not the destination. Of course, from a purely business perspective, we all have to address annual metrics, whether they be financial, attendance, growth, and so on. But by focusing on the continuing journey, I find it keeps me thinking about the all-important customer, and continually creating new customers.
In the same interview, he also talked about how to create an experience that guests will love:
“I equate it to producing a blockbuster motion picture. The foundation derives from great storytelling. But to me, the real secret is in the execution of the story, paying attention to the thousands of details, many or most of which the guest never notices on a conscious level. That is as close to a “universal truth” as I’ve come, and I learned that first-hand at Imagineering.”
A well-respected industry veteran
A much-loved friend and colleague to many, he had a reputation for professionalism and discretion. He attended the University of Southern California and continued to be a loyal supporter of the USC football team throughout his life.
Recently, Elder had been dividing his time between homes in the Nashville area and Orange County, California. Before Thanksgiving, he had travelled to Tennessee to spend time with his family over the holidays. He had been receiving treatment for cancer and a kidney disorder and passed away in Nashville following a heart attack.
He is survived by his wife, Jeannie, as well as his daughter Jessica, son Alex, stepdaughter Cindy and grandchild Sawyer.
A family-only memorial service will be held, and in lieu of flowers, the family has asked for donations in Norm Elders name to the ASPCA (American Society for the Prevention of Cruelty to Animals), the United Way, or the Joshua Chamberlin Society – Nashville Chapter (for aid to the families of wounded or deceased veterans), or a local equivalent.
The team at blooloop sends their condolences to the Elder family.
