Interesting Article on the "homogenization" of the "Disney Parks"

[k5jm]

It is nice to see someone take-up this story.

http://www.cnn.com/2011/10/25/travel/disney-world-anniversary/

Disney World's low-key milestone
By Michelle Wright, CNN
updated 1:23 PM EST, Tue October 25, 2011


(CNN) -- Earlier this month, Walt Disney World celebrated its 40th anniversary. The Magic Kingdom opened its doors to the public for the first time on October 1, 1971, and not only did the landscape of Central Florida change, the landscape of the family vacation did as well.
Many non-Disneyphiles had no clue about the milestone.
There wasn't a big marketing push or makeover of the iconic Cinderella Castle as there was for the 25th anniversary in 1996, a celebration that lasted more than a year.
For the anniversary this year, all the "Mouse House" did was hold a special parade and a brief ceremony, along with a tweak to the nightly "Wishes" fireworks display. Guests who came to the park that day also received a commemorative pin.
The lack of hype for the anniversary can be tied to a recent change made by Disney executives, says Chad Emerson, who just edited a book of essays on the Magic Kingdom's 40 years in business, titled "Four Decades of Magic." Disney is cutting costs by streamlining operations at its domestic parks, located in Anaheim, California, and Orlando.

Several industry experts, however, are questioning Disney's newest plan of not only streamlining the behind-the-scenes aspects of its domestic parks, like human resources, but also the entire Disney experience -- down to attractions and merchandise.
Brent Young, co-host of the theme park-focused podcast "Season Pass" and managing director for Super 78 studios, said Disney fans wanted the hoopla of a 40th anniversary bash.
"Frankly, the fans would love for them to celebrate the 40th. The fans of Walt Disney World understand the impact that Walt Disney World has made not only on the United States, as a destination park for the United States, but the world as well," he said.
Emerson believes Disney is taking the wrong path when it comes to its latest plan.
"That synthesizing and making a generic Disney park experience for merchandise, for attractions, for food and beverage for these other guest interaction pieces has been one of the most unfortunate decisions that the parks and resorts division has ever made," Emerson said.
Disney spokesman Rick Sylvain said marketing this year does incorporate all parks.
"Our focus during this 'Let the Memories Begin' year in Disney parks remains on our guests and the memories they have made, are making and will make in our parks," he said.
The Central Florida parks of course remain a popular destination for families like the Hickmans, from Atlanta. Jeff and Kristi Hickman opted to take their two girls to Walt Disney World for the very first time this summer, and it was a hit.
"There's a first time for everything, and that first time was great! And I want to (go) again when I'm older, or in a couple of months because it was really ... enjoyable and I had a great time," said 8-year-old Hannah Hickman.
That's despite the Central Florida summer heat. Hannah's mother, Kristi, said she was prepared not to have a good time and was making the sacrifice for her children.
"We were going in July. I set my mind that I know it's fun, I had a blast when I was little, but I'm an adult now and it may not be as fun. I'm going to wait in lines, it's going to be hot, I'm going to be thirsty," Kristi Hickman said.
"You know, it was amazing, all that didn't even bother me. It was like, you know, I was just their age again. I loved it just as much."
Jeff Hickman was focused on the finances of bringing his family to Walt Disney World, but enjoyed the trip.
"We saved up for it. We spent every penny that we saved. We're still trying to recover. But I would go again in a heartbeat. I would have to save up again ... but I think it was definitely worth it. It was a great family memory," he said.
According to Emerson, other families might not opt to go to Walt Disney World, but would just look for a "Disney experience" elsewhere -- and that should have the Orlando Convention and Visitors Bureau concerned.
"If I was the Orlando CVB, I would be a little bit concerned about this strategy, because it's basically telling guests go to a Disney park, it doesn't matter which one," Emerson said.

 

[dansyr2514]

Agreed!

 

[DisneyKevin]

Y'all know how I feel about this.

 

[GoofyforDisney3]

Yep and it appears the merchandise is even worse since I just found a DisneyLAND hat at WDW yesterday.

 

[Cherinva]

Agreed

 

[kaligal]

"One Park.". What a stupid slogan. Idiots.

I kinda like the merchandise thing. I spend less. If I ever go to DL (which I'm always saying I will, because i really want to, but never do), I will want DL stuff. But I don't want it now. I stopped buying this Parks crap before I even heard anyone else mention it - and spend waaay less.

I would like a return to quality t-shirts, though. There is a really cute pink one I wanted but was too crappy to buy.

 

[DCTooTall]

Yep and it appears the merchandise is even worse since I just found a DisneyLAND hat at WDW yesterday.

You think that's bad?? when i was there on the 1st and was looking at the "Spend $XX and get this for $XX" promo backpacks, I had a hard time finding one at any store that was for WDW. Almost every one I saw was for DisneyLAND.

 

[WaltD4Me]

You think that's bad?? when i was there on the 1st and was looking at the "Spend $XX and get this for $XX" promo backpacks, I had a hard time finding one at any store that was for WDW. Almost every one I saw was for DisneyLAND.

Really????? The generic Disney Parks thing is bad enough, but why in the world (pun intended!) would they even have DisneyLAND bags or hats at Disney World?

 

[DCTooTall]

Really????? The generic Disney Parks thing is bad enough, but why in the world (pun intended!) would they even have DisneyLAND bags or hats at Disney World?

Legit reason...... Someone packing the shipment accidently mislabeled a box, or shipped the wrong box/es to the wrong park.



Overall issue with merch reason? They created the exact same merch for both parks, and just changed a simple logo screenprint on the cheap item that is very hard to notice when everything looks the same in the giant bin.

 

[BriarRosie]

One of my wonderfully snarky friends is going home from WDW tomorrow, but she's posted various pics of her adventures at WDW (mostly food and wine fest, woot!) on Facebook.

She posted a picture of a shirt she saw in one of the gift shops. It had Disneyland 1955 on it. The caption she wrote: "WRONG PARK!"

 

[Rob R]

One of my wonderfully snarky friends is going home from WDW tomorrow, but she's posted various pics of her adventures at WDW (mostly food and wine fest, woot!) on Facebook.

She posted a picture of a shirt she saw in one of the gift shops. It had Disneyland 1955 on it. The caption she wrote: "WRONG PARK!"

Makes you question whether some of the folks making these decisions really even know there is a difference. And a different fan base.

It's almost like going to a football game and the "spirit shop" is filled with baseball merchandise. The margins might be great, but that's not why people are shopping there.

 

[PeterPan09]

You think that's bad?? when i was there on the 1st and was looking at the "Spend $XX and get this for $XX" promo backpacks, I had a hard time finding one at any store that was for WDW. Almost every one I saw was for DisneyLAND.

and guests are buying them, using them and they don't even care. I see them all over the parks.

I think the feeling is that the 1st time guests like the ones mentioned in the article are spending enough to cover the disgruntled long time fans who are spending less.

It's not about quality, it's not about originality-it's about profit for the shareholders.

 

[k5jm]

One word, EBITA.

 

[disneym2m]

Trust me. I am not supporting the whole park merchandise thing, but there is another point.

I have visited Disneyland and Walt Disney World. Let's say I buy a hat from Disneyland and it is lost, stolen, whatever, so while on my trip to WDW I see the same hat I lost from Disneyland. I would actually purchase it to replace the experience and memories I had from my trip to DL.

I live in Virginia so visiting WDW is easier for me to visit than DL. Plus sometimes I visit a theme park and don't buy something I like and wish I had. I know there are a few of us who have done this.

I really enjoy buying WDW items from WDW and not DL, but I can understand selling different items in different theme parks. If I had gone to DL Paris and really wanted to buy a shirt and it was stolen I would really want to replace that shirt. And since getting to DL Paris is not that easy, I would actually look around WDW and DL to see if I could buy a replacement.

Yes, I think it is silly that you are in DL and see WDW items but I can also see the purpose. A friend sent me a DL Paris Christmas ornament. I have never been to DL Paris and may never get to go, but I love the ornament because it is part of Disney and now I have a neat park souvenir.

I guess if you are so against the DL items in WDW theme parks, don't buy them. But for those who want an item from DL or to replace an item then this seems okay. Some people may never get to DL and WDW is it for them, so if they want to purchase something that says DL on it, then this is what this purpose is for. Wouldn't you love shot glasses from every Disney theme park even if you can not visit every theme park?

I am not stirring up trouble or agreeing with what is happening. I am just pointing out another point of view.

 

[DCTooTall]

and guests are buying them, using them and they don't even care. I see them all over the parks.

I think the feeling is that the 1st time guests like the ones mentioned in the article are spending enough to cover the disgruntled long time fans who are spending less.

It's not about quality, it's not about originality-it's about profit for the shareholders.

I can't help but wonder though how many of those guests either didn't notice that it was the wrong park or that there was one that said "Disney WORLD" since they were just grabbing the "cheap extra"....


Or for that matter, how many of those people are the same ones who think the Magic Kingdom is DisneyWorld/DisneyLand and just think those terms are interchangable. (Ie... There are 4 parks... Magic Kingdom/Disneyworld/Disneyland, EPCOT, Hollywood Studios, and Animal Kingdom....)

 

[Euphscott]

I am not stirring up trouble or agreeing with what is happening. I am just pointing out another point of view.

You really are one of those perky everything is sunshine type of personalities right?!

While your description is a benefit, I don't believe that was ever an intended benefit by the powers that be in the Disney culture. With the internet sites and shipping, one could get a replacement any time they wanted with just a little effort. Sadly, bean counters are just trying to use as much economies of scale as possible - which sadly ruins their brands and dilutes what they worked for years to build. Sad...

 

[*NikkiBell*]

I am not stirring up trouble or agreeing with what is happening. I am just pointing out another point of view.

You are not causing trouble at all. Having a different opinion is okay! That is how discussions move forward.

 

[Cap.Steamboat Willie]

Trust me. I am not supporting the whole park merchandise thing, but there is another point.

I have visited Disneyland and Walt Disney World. Let's say I buy a hat from Disneyland and it is lost, stolen, whatever, so while on my trip to WDW I see the same hat I lost from Disneyland. I would actually purchase it to replace the experience and memories I had from my trip to DL.

I live in Virginia so visiting WDW is easier for me to visit than DL. Plus sometimes I visit a theme park and don't buy something I like and wish I had. I know there are a few of us who have done this.

I really enjoy buying WDW items from WDW and not DL, but I can understand selling different items in different theme parks. If I had gone to DL Paris and really wanted to buy a shirt and it was stolen I would really want to replace that shirt. And since getting to DL Paris is not that easy, I would actually look around WDW and DL to see if I could buy a replacement.

Yes, I think it is silly that you are in DL and see WDW items but I can also see the purpose. A friend sent me a DL Paris Christmas ornament. I have never been to DL Paris and may never get to go, but I love the ornament because it is part of Disney and now I have a neat park souvenir.

I guess if you are so against the DL items in WDW theme parks, don't buy them. But for those who want an item from DL or to replace an item then this seems okay. Some people may never get to DL and WDW is it for them, so if they want to purchase something that says DL on it, then this is what this purpose is for. Wouldn't you love shot glasses from every Disney theme park even if you can not visit every theme park?

I am not stirring up trouble or agreeing with what is happening. I am just pointing out another point of view.

I understand your point of view and totally agree that for that individual in that circumstance it would be a great opportunity to retrieve lost memories, however....

One of the reasons given by Disney for the generic merchandizing of products (DisneyWorld/Disneyland) was that it was not cost effective to produce products for a small consumer base.

Puff...gone many of the resort specific merchandize.
(I understand that they have heard our cries and will be - if not already, have more resort specific merchandize return)

I would rather they bring back those specialty items that are Park or Resort specific rather than they selling merchandize from another park. I miss looking at the stores in the different lands for that treasure, now I hardly ever bother going in since it is simply the same old cheap stuff found everywhere on Disney property.

I love going to a park, to a land within a park even, and pick up a unique remembrance. Something transient in time (that old "pick it up now or else you'll regret it" feeling in the bottom of my gut), but alas that hasn't happened in Disney World in a long time.

I have through the years picked up very specific momentous in Europe, Mexico, and various States. Some have survived in tact and some have been worn out, some have been lost, given away, or broken (stupid sister).

Se la vi...


If it really means that much to me to have it replace, then that is why Al Gore invented the internet and we have eBay.
In the back of my mind, however, I would still know it is a replacement and not the specific item picked up/found with friends or alone at that time.

I still respect your point of view.

 

[DCTooTall]

You know.... From a $$$ point of view, I can't help but wonder how the generic merch has ended up hurting sales numbers.

Specifically.... It used to be with different merch located in differerent areas of the parks/resorts, and some stuff only available in 1 or 2 locations, If you saw something you wanted you never knew if you'd be able to find it elsewhere, and therefor might be tempted to buy it just to make sure you could get it.


NOW... with the same merch available pretty much everywhere.....including the World of Disney at DTD, I know at least personally, I often don't end up buying much merch while at the parks. If i see something i like, I know that I can always just go at the end of my trip to the WoD and get it. The flip side of that is it means that I have more time to debate my purchase, and am more likely to decide against getting at least one thing I just KNEW I needed/wanted at the beginning of the week because I decided to get something else. End result is I'm actually spending less. And I can't be the only one.

 

[Euphscott]

and am more likely to decide against getting at least one thing I just KNEW I needed/wanted at the beginning of the week because I decided to get something else. End result is I'm actually spending less. And I can't be the only one.

Bingo!!
I've passed on a lot of things that in the moment I WANTED. But after some thought (or seeing it worn by someone at any myriad of other locations!) I no longer choose to plunk down the cash.

I used to spend more at the parks - my spending is WAY down.