In DISNEYLAND's early days, money was flowing into the park quickly, but it was being spent just as fast by its founder. This meant that the company had to turn to some non-standard schemes to generate money and promote the park without a large budget.
One of the ways the company stretched its promotional budget was to partner with its sponsors. This led to bizarre events like the Aunt Jemima Pancake Race.
Ladies from around the country convened at DISNEYLAND to compete in an elaborate race down Main Street to become the champion and win the princely sum of $100. Though with prices like these, that could buy a lot of pancakes.