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Revisiting The Walt Disney World Scorecard

Earlier this week Kevin Yee wrote an extensive piece about the challenges facing Walt Disney World. Most responses agree wtth what Kevin has written. I think Kevin is articulate and a better writer than I will ever be. I also wish I could come up with some of the clever statements he does like the Rizzo Factor.

Two things right off the bat:

1. I think it’s great that people are vocal about a brand they really love. I believe the more you love something, the more you speak out about it–even when it’s negative.

2. When its performance is less than stellar, Walt Disney World doesn’t need anyone–much less myself–defending itself.

That said, I think there’s another view to the one Kevin expressed. And with all respect I’d like to share that one.

Walt Disney World is a business–a very solid business. Even through the years of Good Eisner/Bad Eisner/Post Eisner, there is one thing that has remained consistent–the Disney parks remain under the umbrella of the Walt Disney Company. There’s a reason why Universal and Sea World has had so many owners over the years–their business model hasn’t worked. Walt Disney World’s has. Even the other Disney resorts wish they could have the space and potential that is a part of Walt Disney World. Is it perfect? No. But it works and is frankly in a better place today than it probably ever has been. And why? The same reason any company succeeds–it provides extraordinary value, thus creating strong customer loyalty. And I’m not sure if there are any customers–or guests–more loyal than Disney.

Part of what builds customer loyalty are those “memories that last a lifetime.” Nostalgia is great. For instance, I miss Horizons–an ironic thing since it’s really about the future–not the past. But most people only remember how they felt about the first time or two on that experience. They have long forgotten how poorly kept up that attraction was in its last several years. Spit was all over the black-light portions–dust every where else. There was always some piece of the attraction not working. The “choose your destination” video was awful in terms of quality. Keeping attractions fresh each and every single day is a challenge at Walt Disney World. It was so 20 years ago. It is today.

There’s no way to justify rock coming down from Splash Mountain, nor a limb from the Tree of Life at Disney’s Animal Kingdom. These are massive engineering feats–difficult to design and built–and difficult to fix when they fall apart. Much more difficult than fixing a roof, but still fixable. Ironically, Horizon wasn’t fixable. It’s no longer with us because the building was engineered with a roof that wouldn’t last. Even if they had refurbished Horizons, they couldn’t have kept the building the way it was designed. So an attraction created in “the good old days” isn’t here because the building was essentially shoddy. This problem continues to grow the older the infrastructure. But that’s not a new thing. And I’m impressed when attractions like Splash Mountain that deal with massive volumes of nature’s worse aging source–water and gravity–can manage to take on being as sturdy as it has been.

Wish safety nets in place, the experience in queue is disappointing at best. Still, from around the island, no one can see the measures put in place. The tree is a complicated engineering piece, but an important symbol in the Walt Disney World portfolio. Photo by J. Jeff Kober.

In two weeks Splash Mountain’s will undergo a major rehab, just like Big Thunder did last year. There has been lots of talk about the new Fantasyland, but look at the very long list of attractions that have experienced major–and expensive–refurbishment over the last several years–particularly at the Magic Kingdom. Pirates of the Caribbean, Space Mountain, Hall of Presidents, The Enchanted Tiki Room, The Haunted Mansion and Big Thunder Mountain have all been rehabbed in a major way. I may not like Gomer’s hair, or the attraction’s new length, but even the Country Bear Jamboree has had a major rehab. Plus, it’s still here!

Does anyone remember the stupid big spider that hung in the corner at The Haunted Mansion? I far prefer the staircase maze–and the dozens of other additions that have gone into that venerable attraction in recent years. There’s the additional interactive queue. There’s the newer attic scene. There’s the new technology with the hitchiking ghosts. There’s greater accommodation made for guests in wheelchairs. Lots of investment has been made to that attraction. I may not get Nightmare Before Christmas with my Haunted Mansion. But I still get a very strong experience.

It needs some TLC, but it is a tremendous attraction at Walt Disney World. Photo by J. Jeff Kober.

What did 20K, Dumbo, Mr. Toad, Snow White’s Scary Adventures and Peter Pan’s Flight all have in common? Long, slow, and non-themed switch-back queues. They were boring and painful to wait in line. It’s easy to be nostalgic for 20K–what a great movie! But the reality was the attraction had a terribly long wait for the ride you ended up with. You may say that Under The Sea with The Little Mermaid is not the greatest attraction ever built. But it’s far more entertaining than the fish on wires ever were in 20K. The line certainly moves much quicker. And it’s a better queueing experience than just about any around. I love dark rides. I’d rather see something like Tangled go in the place of Snow White’s Scary Adventures. But I’ll take what’s coming up with the mine ride over the old plywood, spit-upon sets of that dark ride any day. Meanwhile, major investment has also gone into adding to the queueing experience at Dumbo, Winnie-the-Pooh, and soon Peter Pan’s Flight.

When completed, Walt Disney World’s Fantasyland may even surpass the experience found at Disneyland in California. Photo by J. Jeff Kober.

Nostalgia is great–but would you really want to go back to a 1971 Fantasyland? Since it opened, Fantasyland has continued to improve.

While attraction improvements are happening new restrooms are going up next to Peter Pan to replace the space now being dedicated toward a more interactive queue. New restrooms were also created in Storybook Circus and in Tomorrowland just a couple of years ago. And major restroom rehabs have gone into Frontierland/Adventureland as well as other park locations.

Food and beverage? Walt Disney World’s counter service has never measured up to Disneyland’s. But Disneyland’s table service restaurants doesn’t hold a fork to Walt Disney World’s. Which would you favor: Ariel’s at DCA or The Coral Reef? And you have to applaud Disney for trying new things like the interactive queuing for Be Our Guest restaurant.

Then there are the new interactive games going in. Sorcerers in the Magic Kingdom, and the new Pirates Adventure game. Plus a new interactive Next Gen project called Disney Story Maker that is supposed to be bigger than all of them. With all of the Next Gen projects going on you can’t say that Disney isn’t trying to put its parks in the 21st century. Not all of it will work, but most of it will be imitated by other non-Disney parks in the future. Disney is still the leader.

In short, how can you say that Walt Disney World is just focused on new rides? Nothing could be further from the truth. This is no masking of what’s at the core. Disney is working very hard and spending a great deal of money to deal with many issues at many levels. And I think that it perhaps is even doing more of that today than ever before.

I remember visiting the Magic Kingdom for the first time in the late 80′s just after Mickey’s Birthdayland opened. The park was sooo disappointing compared to Disneyland. Thank goodness it has evolved. Think about how exciting Epcot was before Test Track, Soarin’ and Mission SPACE are compared to the mid 90′s. Do I think the Studios need a major addition? Definitely! But I trust that something will come. And while I’m not a big fan of Avatar, I sense something fairly significant will come of that as well.

Water parks? I don’t see any water park in the world to compare to the two at Walt Disney World. Hotel choices? There is no better collection/assortment of hotel choices in one location. From casual bayou of Port Orlean’s Riverside to staying at Radiator Springs in Disney’s new Art of Animation; from New England charm Disney’s Yacht & Beach to savannah views of wildlife at Disney’s Animal Kingdom Lodge. I have stayed in a very upscale African resort next to a major wildlife preserve. And it had a major water park next to it. But the total experience was nothing compared to staying at Walt Disney World. And it was all 18 hours away by plane.

Where else but Walt Disney World can you go around the world in less than an hour? Photo by J. Jeff Kober.

What about shopping at Downtown Disney at Walt Disney World? I was just at Mall of America this last Tuesday one week before Christmas. Downtown Disney on any night of the year is more crowded than what I saw in Minneapolis. I’d like to see some things fixed, but they are still doing something pretty amazing if they are getting the number of people they are getting each night.

Finally, there’s the cruise line. Do you really want to go back to the mid 80′s when you could spend your time in one of two theme parks and then go see Disney characters on the Premiere’s Big Red Boat? Let’s get some context for “the good old days.” The offering Disney provides today far surpasses what we have known in the past.

Of course all of this costs money–more than I like to shell out. I don’t like the rate hikes going up at Disney. My premiere pass went way up between last year and this. But the other non-Disney parks were far more audacious in matching those prices. And while a day at Disney is expensive, I can at least justify paying full value of the experience. Could I do that at another non-Disney theme park in Orlando? Maybe if I had never been. But as a returning guest, it would be a stretch. And with a multiple-day discount, I’m a little hard-pressed as well to find enough to do going back to Sea World for a second day.

In the old days of castles, the kinds demanded money from its subjects. Even in today’s economy, guests come with buckets of money to Walt Disney World, and are fairly happy to leave it there. Photo by J. Jeff Kober.

Speaking of Sea World, Kevin was right in many ways about their Christmas celebration. You really should see it. The trees on the water, the shows, the festivities–it really got my wife and I in the mood for the holidays. But know three things before you go: 1) Only half the park is even focused on the holidays; 2) The half that is decorated only really does its magic at night; and 3) You better check ahead of time, because it doesn’t run every day–just certain days and weekends.

I don’t like the extra-price parties at the MK either. But I love the Osborne lights at the Studios and Candlelight and Holiday Illuminations every night from Thanksgiving through Christmas. Not just on weekends and major attendance days. If you have only one night to enjoy Christmas–go to Sea World–and make sure it’s the right night. If you want a holiday vacation–go to Walt Disney World.

The arguments in favor of the Disney experience go on and on. Don’t misunderstand me. There are matters that need attention. I can’t stand the one-tram system that usually is the norm in Epcot’s parking lot. Nor do I get this early monorail closure that goes on when the Magic Kingdom is still opened. No one can justify much of what is labeled Dinoland. And I’m not sure who would ever buy into a multi-million dollar home nestled between a campground and a warehouse district. But the breadth and quality of the Walt Disney World Resort is more amazing than ever. And millions of people are attracted to that.

On Christmas Day people at home will watch the parades on TV, and every Walt Disney World Reservation Cast Member will be on the phones talking to guests planning their next vacation. There is a reason why Walt Disney World is the most popular destination on earth. People are loyal to the Disney brand. And I think Disney is working hard to keep that.

2012: Disney Parks Biggest Year

The original 60 foot prototype that the imagineers at WED created for the Matterhorn was a disaster. Joe Fowler seeing this turned to Arrow and told them to build the first iron roller coaster. The rest was history. Photo by J. Jeff Kober

Walt said the “Disneyland will never be complete as long as there was imagination left in the world.” Since the mighty Matterhorn addition in 1959, Disney parks have been adding in a major way. Take a look at those biggest additions made over the years. Then take a look at 2012. It may well be the biggest addition ever made in Disney parks across the globe.

Click here to read more!

Be Our Guest. Be A Guest. Customer Service Implications

“Be Our Guest” is not just the name of Disney’s newest restaurant at the Magic Kingdom, it’s a maxim for providing exemplary customer service.

One of Disney’s most beloved films, Beauty and the Beasts, speaks to the topic of hosting others. Indeed, its signature song, “Be Our Guest,” is not only an anthem for great guest service at Walt Disney World, it’s now become a hugely popular restaurant. Guests are making reservations months ahead for formal dinner reservations, and standing in long lines for a more kiosk-style lunch at the “Be Our Guest” restaurant. Why? Because they thing they are going to experience something different than most guests experience in standard Disney theme park restaurants–a chance to experience great guest service in an amazing fantasy setting.

But providing great service whether at a Disney theme park restaurants or in the real world takes more than a magical ballroom or a wish before an enchanted mirror. Read here to know how.

Canaries and Birch Balls

As you exit to one side of Big Thunder Mountain at the Magic Kingdom, you’ll notice a little canary in a cage. In earlier days of coal mining, there was a concern about ventilation. Methane and carbon monoxide gases were a poison that could take the life of a miner before it was too late.

To resolve that concern, canaries were brought down in cages to accompany the workers. Carnaries were even more sensitive to those gases and would pass out long before the miners did. As long as the bird kept singing, the miners knew their air supply was safe. A dead canary was a sign to evacuate immediately.

A very different signal comes from this ball of birch mulch. Head over to Mitsukoshi Department Store in Japan at Epcot and you’ll see this unique formation.

Found in Japan, this balls unusual ornaments were hung over Sake during the fermentation period. When the birch has turned from green to brown, then you know that the sake has sufficiently fermented. Truly nature has provided her own time table.

Nature provides many signs for us. The first falling leaf, the first snow fall, the first bud in the spring. So it is with organizations. What are the signs that your organization is succeeding? What are the signs that your corporate culture is what you want it to be? What are the signs that you need to make changes before its too late?

BOA Alert: Disney’s Animal Kingdom Animal Guide!

Everyone catches the Tree of Life, but few observe the Red Kangaroos underneath. While many have speculated that Australia would be a new addition to Disney's Animal Kingdom, most don't consider that kangaroos and wallabies are already on display.

I have an expression called BOA. It stands for Blinding Flash of the Obvious! It’s that moment when you go, “Duh…why didn’t they think of this before?”

We have a BOA alert today for Disney’s new Animal Kingdom Guide. Similar to the Times guide guests receive throughout the park, this uniquely new guide notes all of the different animals there are to see at Disney’s Animal Kingdom. Yes…it tells you what animals you can expect to see and where.

This would seem obvious in any zoo. After all, a zoo map would show you where to find given animals. And while there are paw prints on the guide map showing where animals can be seen, Disney really has told you little about what you would see. That has fluctuated from time to time. There was an earlier guide map that would highlight lions, tigers, elephants and other major animals. But there has never been a complete listing until now.

Here are some interesting facts that come out of this new guide:

How many different types of animals do you generally see when you are going through a day at Disney’s Animal Kingdom? If you covered it all thoroughly, you should see some 104 animals, birds, lizards and other creatures are listed. And no, that list does not include Flik or Hopper!

Some 32 animals highlighted on the guide are supported through programs provided by Disney’s Worldwide Conservation Fund.

One of the animals listed is dead! That distinction goes to a Tyrannosaurus Rex named Sue whose bones are on display as you approach Dinosaur.

There are a lot of animals that you may not be familiar with like Peninsula Cooters, Prehensile-tailed Skinks, Kunekune Pigs, and African Pancake Tortoises.

The land with the largest variety of animals is Africa of course. The least is Dinoland with only two listed. The most surprising is Discovery Island itself, which offers some 15 different wildlife.Because they’re spread out, most guests probably don’t see more than 2-3 of the animals listed there.

There is one major exhibit not listed on the Animal Guide. Don’t forget that Rainforest Cafe has a beautiful exhibit of fish in its aquarium setting.

In speaking with a hostess at the tip board, she noted that the animal guides are brand new, and the response has been terrific. It makes her job of communicating to guests the abundant variety of animal life there is to see. Not having this listed, is a little bit like the old days of character appearances before they were shown on the map and listed in the Times Guide. You would usually have to just run into a Disney character. The same has actually been true of the animals here at Disney’s Animal Kingdom.

In some ways, the animals are unfortunately the best kept secret about Disney’s Animal Kingdom. It’s great that the park has offered this, but I can easily see it becoming something much more like the colored guide map before too long. If they were smart, they’d offer a a pocket guide for sale that had interesting facts. Minimally, they would add such to the My Disney Experience app, which currently shows nothing! Communicating these offerings creates greater value to the park experience without having to build an additional ride or exhibit. Just simply let people know what you have to share!

We provide both sides of the guide below for your own review. Check it off for yourself. Have you seen them all? What do you want to catch on your next visit to Disney’s Animal Kingdom?

Starbucks at Disney: The Siren Call for Balance

Let me say at the outset I don’t drink coffee. Or tea. Never have. Never been interested.

I have visited Starbuck locations on many an occasion–usually going through airports, where I purchased a non-caffeinated beverage or some sandwich or pastry. I have no problem with Starbucks. Neither do I have an affection toward it like I do with Disney.

Disney released a statement through their blog late on a Friday afternoon that the Main Street Bakery at the Magic Kingdom and that the Fountain View at Epcot would close and reopen as Starbucks next summer. Curiously (or not) there are few comments on the official Disney blog site. But go over to other websites and you will see pages of comments–and many–it not most of them are fairly negative.

I think the Fiddler, Fifer and Practical Cafe* is a great presence at Disney California Adventure. It doesn’t matter to me that they serve Starbucks, as there are so many other things on the menu. I’m only bothered by the fact that the brand creates an enormous queue which means I must wait longer for those wanting coffee. I have found the cafe to be popular. Fortunately, they make up for it on the back side by offering a lot of places to grab a seat–both inside and outside the cafe.

Likewise, I’m not phased by Starbucks coming to the Magic Kingdom’s Main Street bakery. I usually don’t eat there anyway because the queue is so poorly designed/managed that I simply choose to go elsewhere to get a bite to eat. Perhaps this will force them to re-design their queuing process which is one of the poorest in the park. But the new DCA cafe has lots of seating, and lots of space to wait in line, and there isn’t much of either available at the Magic Kingdom. It’s already “standing room only.”

Curiously, the culprit to the long wait at the Bakery has to do with people waiting to get drinks at the end of the queue. Meanwhile, the middle of the Bakery sits empty with drinks ready to go that no one grabs.

On Valentine’s Day, 2007 Starbucks Chairman Howard Schultz e-mailed CEO Jim Donald and his team about what he referred to as “The Commoditization of the Starbucks Experience.” That memo leaked and quickly went viral off the internet. As Howard notes in his book, Onward:

“Stunned as I was that the memo had been leaked, I was also astonished by the depth of the conversation it unleashed, as well as the speed. It seemed that everyone–customers, partners, analysts, reporters, industry insiders, and business “experts”–had an opinion about the memo, its motive, what it meant for the future of the company as well as what it said about me as a leader.”

“Reactions swung to extremes. Some praised the memo as an entrepreneur’s bold move to try to save his company. Others used my crticisms to support their own critiques. Yes, they agreed, Starbucks had expanded too far outside its coffee roots and was diluting the experience…Anonymous posts chastised me for not realizing that my words would get out; others insisted the leaked memo was a public relations stunt.

“Amid the circus of speculation, we captured the company’s quandry in an interview with The New York Times: “The question is always, how do you keep things in balance?”

It would seem that those have been Disney’s own challenges. No better example of this has been The Disney Stores, which in the beginning were “little theme park gems” scattered across the country. But as their numbers increased, and as the quality of their retailing experience cheapened, people walked away. After selling the stores, then taking them back over, Disney has had to work hard in recent years to reinvent the Disney Store experience.

One of the Three Little Pigs inside the Disney Store in Chicago

So it is with Disney’s parks. The experience must be kept in balance. Done right, it could really add to the guest experience in the parks. Done poorly, it will probably go the way of McDonalds, who at one time was a major sponsor. There is nothing wrong with bringing a great product. But it must be supported by a great people to serve it, an amazing place to enjoy it, and solid processes to make the wait reasonable. It’s about the entire experience.

What is the experience of going to Fountain View at Epcot? Will it be any better served, or less served by being a Starbucks?

What do you think? Do you like the cafe at Disney California Adventure? Do you think it will add or subtract to the experience at Walt Disney World? Will it be like Be Our Guest is turning out to be? Or will it be simply become extinct like the McDonald’s Petrifies at Disney’s Animal Kingdom?

PS: As of later this evening, I’m happy to say that Disney’s Blog has finally added a more balanced listing of comments, including a large number of critical comments since this blog was posted.

*Fiddler, Fifer and Practical refer to Walt Disney’s Three Little Pigs. Humorously, there is a Silly Symphonies sequel where the wolf dresses up as a Mermaid to capture Fidler and Fifer. This is just after they dismiss Practical as being “Crazy in the bean” for trying to capture the wolf.

Voting For a Great, Big, Beautiful Tomorrow

Walt Disney once wrote:

“Once a man has tasted freedom he will never be content to be a slave. That is why I believe that this frightfulness we see everywhere today is only temporary. Tomorrow will be better for as long as America keeps alive the ideals of freedom and a better life. All men will want to be free and share our way of life. There must be so much that I should have said, but haven’t. What I will say now is just what most of us are probably thinking every day. I thank God and America for the right to live and raise my family under the flag of tolerance, democracy and freedom.“ (bold added)

Clearly to keep America alive and to provide for a great, big beautiful tomorrow, we need to all vote. It is the hope of so many around the world who do not have that right or privilege. Is selecting the right person to lead your country important to you? Walt again wrote:

“As I see it, a person’s culture represents his appraisal of the things that make up his life. And a fellow becomes cultured, I believe, by selecting that which is fine and beautiful in life and throwing aside that which is mediocre or phony. Sort of a series of free, very personal choices, you might say. If this is true, then I think it follows that ‘freedom’ is the most precious word to culture. Freedom to believe what you choose and read, think and say and be with what you choose. In America, we are guaranteed those freedoms. It is the constitutional privilege of every American to become cultured or to grow up like Donald Duck. I believe that this spiritual and intellectual freedom which we Americans enjoy is our greatest blessing. Therefore it seems to me, that the first duty of culture is to defend freedom.” (bold added)

Let’s not be a Donald Duck. Let’s get out the vote and choose the individual we need to vote for. Let today be a first step toward a great, big beautiful tomorrow.

Virtually, What’s Next?

With so much going on at in Fantasyland at the Magic Kingdom, it’s hard to realize that other major projects are underway. Here are some things that I’ve come to find out regarding Next Gen-style activities underway.

Virtual crabs in the queue at The Little Mermaid is nice, but it's barely scratching the surface of what is to come.

Disney’s Animal Kingdom: Wilderness Explorers. Testing has been ongoing on this for some time–even more than a year ago. There was some thought that after Agent P was put in, it would come right after. But the work to put it in has not yet commenced. Figure that sometime in 2013 we will be able to sign up to explore with Russell–but not yet.

Epcot: Agent P’s World Showcase Adventure. While guests really gravitate toward Phineas and Ferb, they are somewhat disappointed that much of the experience seems so similar to Kim Possible’s World Showcase Adventure. The good news I’ve heard is that new villains are arriving in three of the countries of World Showcase sometime in the next month or so. That should provide new twists and experiences for all to enjoy.

There's a lot of interest in Agent P. But it still isn't as much as the original interest in Kim Possible.

Magic Kingdom: Pirates Adventure: Jewels of the Seven Seas. It is true that this RFID experience will make the Magic Kingdom’s Adventureland into an interactive playground. Other sites like Theme Park Insider have commented on the idea that “guests would be able to shoot the cannons on top of the Pirates of the Caribbean fortress queue, interact with animatronic idols, parrots and snakes, and search for and open a treasure chest that has been left somewhere in Adventureland.” What has come to my attention is that there are actually two versions of that game, one being much more interactive than another. It is also more expensive than any other in a price point that is somewhere between a Bibbidi Bobbidi Boo Makeover and Wild Africa Trek. I also heard that the treasure might just be…the treasure. You may be walking away with a very expensive keepsake.

Disney’s Story Maker. The really big project up ahead is one that will involve all of the parks. This is Disney’s Story Maker. Those with the RFID bracelets will be able to experience dozens of interactive moments throughout the parks, and use them to create some sort of keepsake/takeaway. The details of this are sketchy, but what I’ve come to understand is that this is really a unique experience that guests will want to participate in. Not sure the time frame. This will take a while to install around all four parks.

And I’ve heard this is only the tip of the iceberg. Remember that the investment here is well over one billion dollars. And while it’s spread out among all parks over the long haul, its impact has to be more a couple of interactive games, and keyless hotel entry. As an investment it has to make a return, and there’s more to come.

Selling t-shirts is nice, but Next Gen has got to make a lot more money than that.

Those of you looking for something new at DisneyQuest, may just find out that DisneyQuest is really coming to the parks. It’s that immersive, and it’s that interactive. And it’s costing Disney a pretty penny.

The New Fantasyland: A Review

Step this way into a look at the New Fantasyland!

The New Fantasyland is in dress rehearsals. Most theater critics don’t review a show while it is in previews. They wait until it’s premiered. But truth be told, this new Fantasyland won’t really be done for another year plus. While the bulk of the experience has been unveiled–those acts dealing with Beauty and the Beast, The Little Mermaid, and Storybook Circus–the real center piece of this major project is centered around the Seven Dwarfs Mine Train. And while the premiere date is more than a month and a half away, it really will change little between now and that event–other than offering meals inside Be Our Guest. I’ve had the opportunity to visit several times now, and for those who are dying to visit soon, I hope this review will give you a glimpse of what lies ahead. And what lies ahead is very, very good…

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