That night, the Disney entourage attended a big dinner party with the politicians, businessmen, and local bankers involved in the project. It was there the offending remark was made. "Any man who thinks he can design an attraction that is going to be a success in this city and not serve beer or liquor, ought to have his head examined," said the head of the city's leading business. Hearing the remark, the mayor gasped, "Oh, my god." He turned to Adm. Fowler, who sat next to him, and apologized, saying, "I just can't control that guy."
But the damage was done. Walt hated being challenged, especially in public. Upon returning from the dinner party to his hotel suite, he asked Card Walker, another Disney vice president, "What time can we have the plane in the morning?" Surprised, Walker responded, "But you know we've got" He tried to say they had legal papers to sign the next day, but Walt cut him off. "It's all finished," said Walt. "We're not coming. Forget about it."2 Afterwards, local bankers made three trips to California trying to change Walt's mind, all unsuccessful. August (Gussie) Busch, Jr.'s insulting remark had killed the dealDisney World would not be in St. Louis.
As this incident shows, urban economic development involves an element of serendipity. A city's growthits increase in population, employment, and tax basecan be planned, but only so much. Local development efforts are subject to chance events and the influence of human conduct, for good and ill. So it was that night in St. Louis in November 1963. Were it not for Gussie Busch's boorish behavior, a Disney "River Front Square" might shoulder the banks of the Mississippi, next to Busch Stadium, its entertainment drawn from the themes of old St. Louis and New Orleans, Louis and Clark, and the Louisiana Purchase. The events that evening changed the history of two cities. For the beer baron was like the guilty party in a broken engagement: in repulsing the Disney fiancée, he enabled another city to win her. The failure of the first relationship facilitated the second one.
As everyone knows, it was Orlando that "won" Walt Disney World.