Robert A. Iger C.E.O. Disney Corporation
Dear Mr. Iger:
I am writing this on behalf of the many friends, patrons, guests and "lovers" of Disney World, whom have expressed an interest and in some regards, disdain over the direction Disney World has chosen to pursue over the duration of your current tenure. As also a stockholder, though minimal, my interests are also in profit as is the expressed interests of many whom with I have conversed over time. There are two worlds of conflict here that I wish to express to you, if you grace me with the privilege of your attention with this letter.
Before I begin, allow me to preface my thoughts with a few statements. I (we) love "all things Disney". Not just an animated image upon a screen but all that image would espouse in terms of fantasy, imagination and pure joy! Myself, along with any implied or expressed compatriots in this cause, are not only "fans" of Disney but active spending guests (customers) whom have love "all things Disney" for most, if not all of our collective lives. We still do and please accept this communication with the courtesy and respect with which it is offered. As difficult as it may be, your position is enviable. You have the great fortune of being the C.E.O. of an industry that was created for the sole purpose of bringing happiness upon people and especially, children.
What is not "envious" however, is the dire responsibility that goes along with that title. There is a tightrope of running a profitable corporation and one that acts with civil responsibility. Disney, the "Disney Corporation" is unique. It is a mega-entity. It is a monster in terms of corporate giants, yet has to succumb to the most menial among us, children without taking advantage of the same. For these thoughts, I respectfully apologize up front for the following words I am about to write.
There are many of us, lifelong fans of Disney, whom have been guests from our early childhood. Some of us, have become not only regular guests but frequent guests in the parks, hotels and restaurants of Disney. For this letter, please know we only refer to Disney World and not
Disneyland. As return guests, many of those for whom I speak, are annual passholders both local and national. We have concerns about the "magic" and how the paradigm of Disney has seemed to change.
To reiterate, all of us are aware that profit is necessary for a corporation to survive. The Magic Kingdom cannot exist if it is losing money, the same with any other Disney endeavor. Of this, we are aware. Not only that, but it is passionately clear, that our "dream" vacation cannot exist, if it is not profitable. In other words, Disney is not in the business of losing money so folks can live their dreams. Disney is in the business of providing a service at a cost to guests whom love the product they provide.
That being said, it has been noticed, that recently Disney has gone further to profit than it has in the past. To put this obvious fact to task, let me mention some points of contention. Turkey Legs in the parks for example, in 5 years have risen in price over 50 percent.
Stroller rentals, from $18.00 two years ago, to over $30.00. Parking, has risen to $14.00 from $7.00 just a few years ago. Not only this, but those of us whom lived off of the "Disney Buffets", have not only noticed a major increase in base pricing but the infuriating "holiday surcharge". Forgive me for saying Mr. Iger, but this is nothing short of exploitation.
Sidebar: I spoke to my wife a few years back and told her, that Disney will continue to raise prices until the bottom falls out. Frankly speaking sir, my wife and I have plenty of money to spend on our vacations. We are financially solvent and responsible as are I'm sure, most folks whom travel to Disney are, they have to be, especially now. Though I am not a marketing expert, I have always been amazed at the success of a corporation like Wal-Mart, where a 15% mark-up of cost is the norm and the company thrives. Meanwhile, competitors whom either cannot, or do not sell at that margin, opt for higher margins of profit per item. It feels as though Disney is following the latter example.
Those of us whom have been around long enough, know of the changes and lack of attention to details that had been at times previous, the standard. Now, it appears that Disney seems to be driven by profit alone and guest experience, secondary or worse. While it is true that first timers or one timers will not notice such details, those of us whom return, year after year, dollar after dollar to spend at your parks are being either ignored or marginalized to the point of irrelevance.
I/we have no knowledge of your ledger or how much return guests affect the bottom line. As a small business owner myself, I can say without a doubt, that next to the most important part of your business is your customer, it is mostly, your "return customers". There is no advertising that can compare with word of mouth. In a small business such as my own, one negative voice can be my doom. Not so with Disney. Yet, when a time comes when you get enough voices speaking out against you, even the DVC cannot "right the ship".
We are loyal customers, remember us.
We do not like surcharges. We do not like hidden costs and obscene costs like stroller rentals that challenge even the most open minded guests. We know when we are being gouged, plain and simple. Instead of offering free dining, why not offer: a good price for a room with competitive dining. Frankly speaking sir, there is no comparison to Disney in terms of service, food quality and value..., or at least, not quite yet. But it is coming. Us returning guests are getting angry. We are feeling left out. We don't want gimmicks we don't want "sales". We just want "magic". Disney sells itself. Universal doesn't compare. Trust your product.
TRUST YOUR PRODUCT!
Disney is second to none in terms of fantasy. That is why so many of us come back year after year. That is why so many of us, whom own homes within earshot of "Wishes" spend thousands of dollars a year to stay on property. We want princess' and fairy tales. We don't want to be soaked of our last dime for the bottom line.
End the sales. End the price increases. Focus on the product and return it to the excellence that Walt Disney imagined.
Disney is an American Icon. Nothing else can compare. For that responsibility and that amount of image, the time has come for the Disney Corporation to focus on it's core of supporters whom come back year after year. I don't have the books, I don't know the impact but at the end of the day, I know without a doubt, we affect the bottom line. If we are forgotten or ignored, how much that "affect" has will be known.
Many would choose to just let things go. Some of us, "many" of us, feel as though we are being exploited. We don't like surcharges. We don't like prices rising at a rate several times that of inflation. We don't like the lack of courtesy extended by Cast Members. These things all have changed over time, especially lately. If they change too much, imagine how the profits will fall when not only returning guests stay away but new guests find that their money could be better spent elsewhere.
Respectfully,
A common Disney Fan.
) so opted for the 40% summer rates! 
) and get to the point a whole lot sooner. You've got sidebars, reiterations, you say things like "before I get started", which makes the reader think that there's nothing important in that paragraph, or the one before it, because you haven't started yet. You're two paragraphs in, saying "before I get started". You don't make your first specific complaint until paragraph 6. Don't make them dig for what you think is wrong. Pretty prose is nice, but I really do think your point is being completely lost here. 
