“Walt was reared in the mid-western town of Marceline, Missouri.”

“As with other lands, he wanted Main Street to be a Main Street - authentically recreated to get the feel of a typical small town thoroughfare of the 1900 era with which he was familiar.” Take a close look at Main Street. “Note the results of years of research to determine and design a composite Main Street of the typical small town of the early century. Note the demanding attention to detail designed and built into every nook and cranny by Walt and his ‘Imagineers’ at WED Enterprises. This same demand for detail is designed into Main Street vehicles.”

Many Walt Disney Studios employees were fascinated with horseless carriages like Ward Kimball. As a result, cars and early horseless carriages appeared in quite a few preceding Walt Disney Productions, the most-outstanding of which is The Nifty Nineties (1941).

Obviously, the fastest way to move people over the extended areas of Disneyland is with moving vehicles.

Walt Disney bought this collection of antique Automobile models (from 1903-1915), during the earliest days of the Disneyland project, in order to research vehicles for Main Street, U.S.A.

“Horseless Carriages and the Grand Opening of Disneyland”

If you watch Dateline Disneyland (aired July 17, 1955), you’ll notice Bob Cummings and others riding plenty of antique Locomobiles. During that same parade, a 1901 automobile that shuttled Walt down Main Street and cameras captured Danny Thomas on a horseless carriage. But you will notice none of Disneyland’s soon-to-be iconic Horseless Carriages. A trip down Main Street aboard a replica of America’s classic autos was not an opening day attraction in Disneyland.

Disneyland even hosted their first Horseless Carriage Day (featuring the Horseless Carriage Club of Southern California) on September 25th, 1955 (*26th according to some sanctioned sources). Still, it was not until after Disneyland’s very first winter season of 1955 (with peak crowds of Guests filling the Park), that enough revenue was generated to begin expanding Disneyland’s realms, leading to the creation of the Park’s own red DMC Horseless Carriage.

At Disneyland there is a "story behind the story" of every attraction, every attraction is a living experience for the guest. Disneyland ride-through attractions or adventures have officially been defined as an “individual show, ride, or exhibit designed to produce an entertaining Guest experience. Disney attractions stir the imagination, enliven the senses, and provide the participants with positive, innovative entertainment, which is the essence of the DISNEYLAND Show.” It is important to review the story of the attraction, tell the story, explain it, and create interest. This is the story of the Horseless Carriages.

You may have recalled hearing that Walt Disney, on the eve of Disneyland’s first day of operation, promised innovation, that “Disneyland will never be completed. It will continue to grow, to add new things, as long as there is imagination left in the world.”

“Main Street vehicles play an important part in the Disneyland show. First, they are essential to the staging of Main Street, U.S.A. The contrast to the hustle and bustle of our modern world and its streamlined modes of transportation is sharp and penetrating. Suddenly, as a guest comes onto Main Street, the entire mood changes. The years roll backward. back to Main Street, U.S.A., circa 1900. It wouldn't be Main Street without the leisurely clop-clop of a horse-drawn surrey, or the chug-chug of a horseless carriage.”

Second, they serve as much-needed transportation for our guests. They provide a convenient and colorful way to reach the heart of the Magic Kingdom - or back to Town Square after a long day in the Park. Third, hosts assigned to operate these vehicles play an important part in answering questions - giving tips and directions - to guests who are either starting out or winding up their day at Disneyland. Their role falls into what might be called our ‘first impression - last impression’ group. They can start guests off on the right foot - in the right mood, and send them away with a warm feeling - and a desire to come back.

A year later, the first Disneyland Horseless Carriage (or “1903 DMC”) began operation during the summer, on May 12th, 1956 (according to “Disneyland Admission Media Rides and Attractions” report, published 1971). Yes, the “1903 DMC (or, Disneyland Motor Club) Vehicles” (today known as the 1905 Horseless Carriages) began operation as part of Walt Disney’s promise of an ever-expanding Disneyland. The purpose of these show quality-enhancing vehicles was a simple one. According to Walt Disney’s Guide to Disneyland (published 1961), the replica 5/8 scale classic “1905-era automobiles began to carry guests to the entrances of Disneyland’s five cardinal lands”!

Now, both the years 1903 and 1905 have been referenced in their working titles, so you (like myself) may be wondering which year these vehicles are actually based on. The simple answer is found in the Operation Manual, which states : “The Horseless Carriages are sometimes called the ‘1903’s’ - but you could pick any year - 1904, ‘05, ‘06, and be just as accurate. These little cars are of WED ‘composite’ design. On the basis of extensive research, Studio designers created a horseless carriage which was a composite of the design and size of gas-driven cars of that early period in automobile history. And our Horseless Carriages are a little bit of everything.” “Walt Disney’s Magazine” (Vol. 2, No. 5 ; 1957) described the “make” of the DMC’s this way : “The resulting vehicles were antiques but they were of no particular make of car, and being completely new they were unique.”

The DMC Horseless Carriages were both designed and constructed by the Director of Vehicle Design Robert Gurr, in fact, they were referred to as “Gurrmobiles” for perhaps the first time in “Walt Disney’s Magazine” (Vol. 2, No. 5 ; 1957). The six-passenger “put-puts” (manufactured by WED designers and craftsmen at the Walt Disney Studios) were made to run on a Hercules two-cylinder water-pump engine. Horseless Carriage Red contained a Hercules engine I.D. NXB-436113; Horseless Carriage Yellow contained a Hercules engine I.D. 436150.

The design (with it’s fringed canvas top) is not based on any true-life auto engine, but you wouldn’t be able to tell from the outside, as this dreamt-up engine mimics the pops, sputters, and shaking of gas-driven cars of the era. Now, “all parts were similar to those used in the cars of those early years… they actually were brand new stock parts,” according to “Walt Disney’s Magazine” (Vol. 2, No. 5 ; 1957). The horns, lamps, wheels and other parts were authentic auto parts, and convincing enough to support the Horseless Carriage’s “Show”! In addition, the Horseless Carriages featured removable “fringed canvas tops” for passenger comfort.

With audiences in mind, Walt believed firmly in the importance of these vehicles, despite a few outspoken opinions that the Main Street vehicles would not make a profit. Testifying to this is a story that speaks volumes of more than the craftsmanship: “A staff member was concerned that the Main Street vehicles would be vandalized. Walt discarded the notion. ‘Don’t worry about it. Just make them beautiful an you’ll appeal to the best side of people. They all have it… all you have to do is bring it out.” [“The Spirit of Disneyland,” page 43 ; Prepared 1984 by Walt Disney Productions.] And so with an optimistic view of Disneyland Guests and the respect that Disneyland would command in mind, these particular Main Street vehicles were born.

The DMC Horseless Carriages didn’t go into service at the same time. The red DMC Horseless Carriage began operation on May 12th, 1956, (according to “Disneyland Admission Media Rides and Attractions” report, published 1971). The yellow Horseless Carriage began operation December 9, 1956. The Horseless Carriages were two (of several) exciting attractions debuting during 1956, that increased ride capacity, and (owning to this) one day in August saw a peak total of “197,547 individual rides” enjoyed by Guests (according to a letter from Walt to Ward Kimball, dated January 23, 1957).

By April 11th, 1960, coupons designated them as “Main Street Motor Vehicles” (and other documents referred to them as “Electric Cars”) differentiating them from the Surreys and Horseless Carriages. The Horseless Carriages were “A” Coupon attractions (the same as a few other horse-Drawn attractions, including the Horse-Drawn Surreys, Horse-Drawn Fire Engine (and later Motorized Fire Wagon), and a “spin” on one of King Arthur Carrousel’s mounts. By 1968, there were three Horseless Carriages operating on Main Street U.S.A. One Disneyland Admission Media Rides and Attractions Report [prepared in April 1971, by Disneyland Research Department], a total of 3,984,611 guests had taken a ride aboard one of the Disneyland DMC Horseless Carriages.

The Horseless Carriages were “put-puts" of 1903 vintage complete with fringed canvas tops, make trips between Town Square and the Plaza.

Just as the addition of the Columbia (alongside the steamboat, keel boats, canoes, and rafts) helped paint a picture of changing times of Frontier America, the Horseless Carriages (alongside the Surreys, Horse-Drawn Streetcars, and Omnibuses) would create a portrait of a booming small town in North America at the turn-of-the-century.

The Horseless Carriage - Red would briefly cease operation during the winter season of 1962.

Both the red and yellow Horseless Carriages were frequently utilized for parades, as seen in this Vintage View from the Collection of Don Payne (who was “very close to Pluto” for a number of years).

Admission during 1958 was one “jumbo” “A” coupon (the price of 10 cents, for one adult), the same as the Omnibus, or the King Arthur Carrousel.

By 1959, Joe Fowler was Vice President of Disneyland Operations Committee and Doc Lemmon of Disneyland Operations was overseeing Operators of Rides & Amusements (like the Horseless Carriages), Livestock, Parking Lot, and Ticket Sellers. By October 1958, the “Disneyland Dictionary” described the route in the following way: “Town Square, down Main St., circles Plaza; Return trip - Plaza, Main St., to Depot.”

The Horseless Carriages inspired similar attractions at other theme parks like Freedomland (in Baychester, Bronx, New York) which opened in 1960 with “Horseless Carriage: antique car ride through New England.”

By 1958, the total value of the Horseless Carriages was appraised between $10,500 and $12,600.

By the summer of 1960, the Horseless Carriages were still “A” Coupon attractions! Admission during 1961 to 1963 was one “jumbo” “A” coupon (the price of 10 cents, for one adult) - the same as the 20,000 Leagues Under the Sea Exhibit, and the Babes in Toyland exhibit.

The Horseless Carriage - Yellow and Red were closed weekdays during the winter season of 1962, operating on weekends. The “Ride Operating Schedule” effective October 3, 1962 described the attraction as having a 91 Guest capacity during winter week end days and a maximum daily capacity of 91 Guests. The schedule appeared to indicate that either Red or Yellow were used in this capacity.

The importance of the attraction ceasing operation during some performances was emphasized in a short piece published in Backstage Disneyland, 1965: “Jack Whittington, Main Street foreman, will always remember the day the Chinese Girls Drill Team performed on Main Street. The girls paraded up to Carefree Cor-ner, gave an interesting exhibition of their skill, and then marched back down the street to presumably make their exit. So Jack gave the order for the vehicles to resume their usual functions. Much to his amazement, half of the Drill Team wheeled around and started another tour up the street. This must have been a sight to behold. There they were girls marching, with drums beating, batons flying, whistles blowing, trying to dodge street cars, Omnibuses, and horseless carriages with their horns honking and bells ringing. There's never a dull moment for the Main Street Supervisors.”

However in parades, the ‘03 cars were also used in parades and shows. Above, Donald Duck rides aboard an ‘03 car driven by Operations. A number of Disneylanders operated the ‘03s, like Fred Brown on yellow (in 1967).

Once upon a time, when guests boarded one (of two) Horseless Carriages (or any DMC, including the Omnibuses), the fare was payed with either a Disneyland Letter denomination Coupon, or a small amount of change currency. When guests payed with coins, they were deposited in a meter, which was attached to the front passenger side of the vehicles.

By 1981 Main Street Vehicles contributed $24,000 in revenue (of $94,576,000 area sales) for Center Stage at Disneyland.

Main Street Vehicle Hosts, Hostesses and guests enjoy adjustable bench seats owning to an idea of Mike Leslie (c. 1978-1979).

Hosts and Hostesses re-create Main Street, U.S.A. and their show is played up to Walt Disney standards. Hosts show an enthusiastic personality - an appearance, smile, and both outgoing and enthusiastic personality. They wear proper attire, a prescribed wardrobe in good repair and properly worn at all times. Hosts deliver an interesting narration - a good one. They know their facts, state them in an interesting way, and give them with enthusiasm. Hosts have a sparkling and clean appearance, that is essential to Disneyland showmanship. Hosts do their part in keeping their vehicle clean at all times. They are “popcorn picker-uppers”. Their realistic performance is most-important, living their role. The Disneyland DMC Host is a conductor or driver at the turn of the century - only much more friendly and courteous!

By 1996, the Main Street Vehicles (Fire Engine, Horseless Carriage, Omnibus, Horse-Drawn Streetcars, ‘03 Red, ‘03 Yellow, Double-decker touring bus (5/8-scale), and Horse-powered trolley cars were presented by National Interrent.

According to “THE DISNEY THEME SHOW: an introduction to the art of Disney outdoor entertainment; Volume 2”:

“What we create here is a storybook realism… an essence of realism and authenticity... more utopian in nature, more romanticized, more like what guests imagined it would be. All the negative, unwanted elements are carefully programmed out, while the positive elements are not only retained but in some cases even embellished for better entertainment.” On this note, “the old-time horseless carriages on Main Street do not backfire and throw out black smoke… they run on special clean-burning fuels.”

Even more, the Horseless Carriages (red and yellow) are still available to guests today, at a most “reasonable rate” - they’re absolutely free to ride to your heart’s content (after the price of Disneyland Park admission, of course)! This signage pays homage to the countless Horseless Carriages which moved through this entryway (during parades and shows of all sorts). This sign is posted near the “Egg House Gate” (and former prospective site of the International Street entrance).

In recent years the Horseless Carriages have been accounted as part of the Main Street Transportation Co., the fictitious business for the old-fashioned gasoline-powered Main Street vehicles. Each morning we excitedly anticipate the traffic that comes through these double doors on the west side of Town Square in Main Street U.S.A. Some of our favorite vehicles are the smallest ones - the two Horseless Carriages, and one of the occasional four “Runabouts” that emerge!

Disneyland actually looses money on Main Street vehicles, but they are vitally important to the showmanship of Walt’s recreation of Main Street U.S.A. These are essential, operated by the “first impression” and “last impression” representative host of Disneyland.

In the present, Main Street Vehicles cruise up or down Main Street, U.S.A. at Hong Kong Disneyland.

The replicas of America’s classic autos had a legacy at the Magic Kingdom at Walt Disney World, with the Horseless Carriage and Jitney.

“‘Too many people,’ he sighed. ‘Naturally, I like to see the place filled with people. But it makes it hard for me to get around,’” according to Bob Thomas (Associated Press Reporter, April 27, 1960). “Sometimes it’s not so bad if I keep moving. But when I stop for a moment, people recognize me and start gathering around. I’m a friendly kind of fellow and I don’t want to disappoint them. But if I get bogged down, I don’t get a chance to see the things I want to see.”

Walt’s own daughter Diane recalled: “Once when autograph seekers swarmed around him, I heard one determined woman remark, ‘I’m going to stand right in his way so he can’t get by!’” [The Story of Walt Disney by Diane Disney as told to Pete Martin]

Owning to this, Bob was soon tasked with creating a new model of vehicle to transport Walt around Disneyland! On April 11, 1960, the Electric Cars were added to Main Street U.S.A. These were a short-lived mode of Park transportation, and were removed the same year, in August of 1960.

Though retired as an attraction, the “curve-dashed” autos have carried many V.I.P. guests (in addition to Walt) throughout Disneyland’s realms, for a number of decades! Important dignitaries, and government officials (like Japanese Emperor Hirohito and Empress Nakago, 1975) rode as passengers aboard these custom turn-of-the-century-style vehicles. Now, Bob Gurr - “the original Imagineer” - shares the origin of the Disneyland 1903-inspired “curve-dashed” Horseless Carriages, in this Disney History 101 People Feature!

One great way to see Disneyland, was aboard one of the curve-dashed Horseless Carriage automobiles that were especially built for Disneyland V.I.P. Tour groups. In the early years (c. May 11, 1960 - January 27, 1962), it was common to see these autos carrying guests and their Tour Guides (through Adventureland, Frontierland, and even Tomorrowland) to the entrances of attractions in a service called the “Mobile Magic Carpet Ride.” The “Mobile Magic Carpet” had a separate admission price (of about $50) from that of Park Admission, or a Guided Tour, but was well worth the price for those (who like Walt), could not stay in any particular “on stage” Park location for too long. The special service had a brief run (starting April 11, 1960 and ending January 27, 1962), but had magically transported a total of 74,212 guests by the time it ended (according to a “Disneyland Admission Media Rides and Attractions Report” compiled for 1971; “Disneyland Rides & Attractions and Attendance Report,” 1981, page 50).

Disneyland is in the habit of selling a belief in fantasy and storytelling, and if the background isn’t believable, people won’t buy it. Marty Sklar recalled “walking through Disneyland with Walt Disney when a publicist drove up to them near the Mike Fink Keel Boats. Disney was horrified: ‘What,’ he asked, ‘are you doing with a car here in 1860?’” This story may explain why the Mobile Magic Carpet was discontinued. That urge for ersatz-authenticity has lived on into the present.

Though the “Mobile Magic Carpet” service did not last long, the “curve-dashed” autos continued to carry many guests (and occasionally their V.I.P. Guides) throughout Disneyland’s realms, for a number of decades! Important dignitaries, and government officials (like Japanese Emperor Hirohito and Empress Nakago, 1975) rode as passengers aboard these custom turn-of-the-century-style vehicles.

The four curve-dash “Runabouts” were first built as a way for Walt Disney to navigate the crowds while taking his VIP guests on a tour of Disneyland. In later years they continued to transport VIP guests around the park.

These automobiles were also utilized for parades (pictured). In December of 1962 and 1965, Jack Lindquist (then Director of Marketing) rode aboard one of the Curve-Dashed Horseless Carriages (along with Walt and Lillain ; the latter in 1962) in the Disneyland Christmas Parade.

In our present era, these iconic Disneyland antique vehicles have even made quite a few appearances outside Disneyland. Here, Mark Hamill (in honor of his Disney Legends induction) rides one of the "Curve-Dash" Horseless Carriages at D23 Expo when it was held at the Anaheim Convention Center.

The vehicles would even have a legacy among Disney Parks worldwide. Why, by the spring of 2003, the “Main Steet Taxi” was among the concepts for Hong Kong Disneyland. These horseless carriages were to be replicas of “America’s first automobiles,” transporting guests down the middle of Main Street, U.S.A. In addition, would be a “Paddy Wagon” described as “a replica of an early police transport used to take suspects to jail,” also to be utilized for carrying guests down Main Street, U.S.A.