Childrens Fairyland

History:

The year was 1948: pre-Disneyland, pre–Disney World, pre-Nickelodeon—a truly prehistoric era for children’s entertainment. Television—not to mention children’s TV—was in its infancy. There were small “kiddielands” in communities around the United States, each with its carousel, pony ride, and cotton-candy stand. There were boardwalks with thrill rides that appealed to teenagers. But there were no attractions dedicated solely to stimulating the imaginations of young children through well-known stories.

A farsighted businessman, Arthur Navlet, saw an opportunity. Navlet, who owned an Oakland nursery—which grew into a five-store chain that still bears his name—took his idea for a storybook theme park to the Lake Merritt Breakfast Club, a group that met weekly to discuss civic betterment. Navlet outlined his vision: fairytale and storybook sets that young children could play on “and become part of”; gentle farm and domestic animals; and live entertainment for the whole family. Galvanized by Navlet’s presentation, the club members brought his proposal to Oakland’s parks superintendent, William Penn Mott, Jr. (Mott would later go on to be appointed director of the National Park Service under President Reagan.) With Mott’s support, the Breakfast Club and the citizens of Oakland raised $50,000—then a huge sum for such a project—to build Children’s Fairyland.

In charge of creating the storybook sets was William Russell Everitt, a local architect known for whimsical buildings that seemed to defy the laws of gravity. He built clay mockups that were shown to Oakland businesspeople to persuade them to pay for construction. Fairyland opened to the public on September 2, 1950.

Admission was between 9 and 14 cents, depending on the visitor’s age; costumed guides led excited children through the fanciful landscape.

It wasn’t long before Fairyland inspired imitators. Storybook parks sprang up around the country, but few lasted long—with one notable exception. Not long after we opened, a fellow named Walt Disney visited Children’s Fairyland. He liked it so much that he incorporated some of our innovations into his “magic kingdom,” which opened in Anaheim in 1955. He also hired Fairyland’s first executive director, Dorothy Manes, and one of our part-time puppeteers, Bob Mills.

Fairyland thrived nevertheless, thanks in large part to Burton Weber, who in 1956 was hired by the City of Oakland Parks and Recreation Department as park information representative. His job was to spread the word about the wonderful things visitors could see and do in Oakland—and Fairyland was at the top of his list. Mr. Weber created the famed Fairyland Personalities program, in which 8- to 10-year-old children learn to become storybook characters who represent Fairyland in the community. Even on his days off, Mr. Weber would plan parades for the kids and work tirelessly to inspire and motivate them. Many of our former Personalities have gone on to become leaders in business, entertainment, and public service—and many of them credit their early Fairyland experience.

But it takes more than goodwill to sustain a place like Fairyland, and by the early 1990s, the park had begun to decline into a state of sad disrepair. Realizing that Fairyland was too important a resource to fade away, in 1994 the Lake Merritt Breakfast Club proposed to the City of Oakland that the park become a nonprofit organization. Today, although the City of Oakland continues to own the 10-acre site, Fairyland—now incorporated as a 401(c)(3) nonprofit—can now apply for grants, receive bond funds, and solicit donations for operations, restorations, programs, and capital improvements.

To everyone’s delight, Fairyland’s fortunes reversed. The park was restored to its former glory; original attractions were repaired and new ones—such as Old West Junction and Play Island—were built. Attendance increased dramatically. The media took notice: In 2004 alone, Fairyland was named “Best of the Bay” (San Francisco Chronicle), “Best Amusement Park” and “Best Children’s Theater” (Bay Area Parent), “Best Place to Park Your Kid” (East Bay Express), and “Best Birthday Party” (Diablo). San Francisco magazine described Fairyland this way: “as miniature and uncynical as a toddler’s beating heart.”

Best of all, Fairyland has been able to maintain its modest admission price, making it one of the Bay Area’s most affordable options for family entertainment. Through a generous grant from Alameda County’s Every Child Counts grant, we waive the cost of admission for some 4,000 low-income children each year.

Today, Children’s Fairyland holds fast to its founding vision—to be a magical fantasy world where young children can create, imagine, play, and learn. At the same time, we are excited about our plans for ongoing revitalization, including a rebuilt Storybook Puppet Theatre and a new Children’s Community Theater stage. We believe that with the support of families, businesses, and community groups who believe in our mission and in the boundless potential of young children, Children’s Fairyland will enjoy many years of “happily ever after.”