(FORTUNE Magazine) – Consider the tumultuous epic known as Walt Disney -- CEO Michael Eisner's quadruple-bypass heart surgery, movie boss Jeffrey Katzenberg's departure, President Frank Wells's heli-skiing death, the Euro Disney fiasco, and a rumored buyout of CBS. Catering to kiddies was never supposed to be such trouble. Now the company is set to launch its first attempt to market directly to adults -- the Disney Institute. The "edutainment" complex is scheduled to open in October 1995 at the Disney Village Resort in Orlando. Visitors will dabble in such diverse fields as entertainment (learn how to animate), sports and fitness (golf and tai chi clinics), and culinary arts (no Bambi steaks, thank you). A family of three will likely spend at least $3,500 for a week of such fun, room and board included. Sources close to the company say the venture is inspired by Eisner's wife. A decade ago, Jane Eisner took her husband to the Chautauqua Institution, an arts and education center in western New York where she had worked as a college student. The summer lineup -- ballet, opera, sculpting, literature courses -- impressed the Disney boss, who decided other vacationers too would rather learn than laze. Philip Lempert, senior VP of Age Wave, a marketing consulting firm, says the Disney Institute launch is well timed: "Older baby-boomers want more out of a vacation than lying on a beach." Furthermore, as theme-park traffic slips, Disney needs to prop up its franchise. If this Disneyland for grownups is a hit, expect more Institute sites -- and, of course, a barrage of videos, books, and multimedia bearing the Disney Institute banner.