A good friend recently retired from DL after several decades. She's quite worried that Disney is going to quickly lose its edge...
Disney has been separating the entities, so even though they have several billion dollar movies this year, the parks won't get a dime other than merchandising. (Remember, the guy running the parks came from merch. It explains a lot.) Because of the compartmentalizing, I imagine runDisney now has to foot the bill for all its entertainment. Now, the people running the big show are all very smart, and I wouldn't bet against them. Revenues have gone up this year, and attendance has fallen. It's a business and they have to pay the bills, but there is growing concern that the experience will suffer, much as it did when they tried to update Tomorrowland with too small a budget. (Don't get me started on Epcot.)
So, runDisney is caught up in all this. There are financial considerations that are probably shrinking the on course entertainment, even as they lose on a lot of potential revenue through terrible merchandise management (or philosophy). One thing Disney does not do, other than through its endless questionnaires, is anything resembling 'mystery shoppers'. They self-police entirely. Wouldn't it be great if runDisney thought outside the box and brought in some of their customers to report on their experience, openly and face to face?
That would be great, but I think you underestimate the staffing that RunDisney has in general. Registration is completely outsourced to Active.com (TRUST ME ON THIS - I've had so many issues between Princess/Tink/DLH that I'm very familiar with how everything works), race weekend logistics are completely handled by TrackShack/Spectrum Sports, customer service is handled by central customer service at Disney. There is a marketing person who is over a fleet of interns, and is also responsible for overseeing Creatives for race weekends, but everything is done by the creative/graphics side of overall Disney marketing to make sure things conform to style. And so on and so forth.
The new, snazzy all-digital event guides? They're put together by Rodale - publisher of Runner's World and other endurance publication. I'm sure Rodale is footing the bill to edit (ha! Don't get me started on that ...) and design the digital guides, in trade for having pages of Runner's World sponsored content in the guides, along with branding at events. It's one of the first things you learn in event management - when you can't fit it in the budget, find a sponsor that will pay for it.
It wouldn't surprise me if RunDisney had to pay an hourly rental rate for property (hence moving W&D from night to morning - it reduced the overall cost for keeping Epcot open to JUST runners and family/friends with full staffing until 4 a.m.), as well as hourly for M&G, custodial, security and general staffing for the races. Then there's the cost for the permits to shut down streets, which is the only way to get Orange County Sheriff's Department out and the cost that is associated with that (police don't just show up for free), the staffing for Reedy Creek emergency entities - and that includes security patrolling the courses overnight - rental of A/C equipment, scaffolding, bleachers, tents, and items associated with all of that. Printing of signage, and the people who work overnight to swap those items out. Cost associated with generators and lighting. Pyrotechnics. I could keep going and going and going. RunDisney aims to put on a spectacle of a race weekend, and with that comes associated costs.
I'm about to hit my one-year anniversary of RunDisney races, and while I've yet to see a quality drop-off, I do see significant changes from race weekend to race weekend. I LOVE that the 5K medals are metal now. I think the event guide looks slick and is cool, and I can probably guesstimate how much they're saving by not printing all those hard-copy glossy guides that ultimately land in the trash.
Also, another upgrade they haven't mentioned is Runner Tracking (and I assume overall timing). For
Disneyland, they've made the move to Real-Time Runner Tracking (RTRT.me) - and they. are. awesome. I've followed friends at St. Jude and La Jolla on the app, and it's great - you can get updates at anytime from a runner via the app, and actually follow them on the course map. So cool.
I think the branding and merch keeps getting better - especially the free race shirts. Like, I have NO interest in Tinker Bell or any of the fairies, but man ... the Tink stuff was really chic with great colors and designs.
Look. I've been as hard on RunDisney as the next person - and even the hardest at points. But now that I've spent a summer working with a race director and seeing the work (and costs!) it takes to pull off a 500-person race, I'm not going to complain on what they do. So far, I've found the races to be worth my $$. When they don't, I'll stop shelling out for them (or my hips give out, one of the other ...). And I do prefer Disneyland over WDW at this point, because a person can only run Cone Alley so many times ...
But I don't think RunDisney is making the $$ hand-over-fist the way it may appear they are. If I had to guess, the bulk of their profit comes from the Expo (both merch and vendor fees) and then ancillary registrations (ChEAR Squad and Race Retreat). And the merch bit, I think they've got a number they need to meet and they've decided that product scarcity that's almost guaranteed to meet that dollar figure is better than having to drastically discount too much merchandise and essentially get rid of it for cost. It sucks for us as participants, and I do think the logical thing would be to restrict Official Merchandise sales on the first day to only runners - but who knows, if they were to do that they might in turn do away with Disney Visa/AP/DVC discounts on merchandise, and that would suck too.