DLR Podcast: "Everybody's dream at any Disney Park is not having to wait in line"

[MasterGracey]

The new Disneyland Resort Podcast delves into the Year of a Million Dreams and everything and theres some great quotes from Marketing suit, Jim Alisandro, Senior VP of Disneyland Resort Marketing:

On re-branding "Disney Parks"

Jim Alisandro: We're really changing the way we market not only Disneyland, but market Disney Parks in general. You're going to start to see a whole level of marketing for the portfolio of Disney Parks. So, in the past Walt Disney World and Disneyland marketed seperately... So going forward, we're going to market this brand Disney Parks.
We did a lot of research and understand that what people say about Disneyland is very true about what they say about Disney World. Really, the heart and soul of why they visit is the same. So we figured we could capitalize on that."

On coming up with ideas for the "Dreams":

DLR Podcast: Well it sounds to me like half the fun is coming up with these ideas.
Jim Alisandro: Oh, absolutely, we've had a blast with it. Basically we just put ourselves kind of in the position of the guests and we were able to take all constraints off and say "man, I've been coming to Disney for years, what would I really want?" You know, one of the things was "I want to go to the front of the line!" And I think that's everybody's dream when they come to any Disney Park, is "I don't want to have to wait in line." So one of the things we're giving out is the Disney Dream FASTPASS.

On the Dream Squad who is giving out prizes:

"You won't be able to tell who they are otherwise they'd be hounded or stalked"

... The whole segment is kind of funny. Either they're just really trying to fool us, or they've completely fooled themselves into believing that this whole thing is a good idea. Sorry, but people may want to skip the lines and go to the front, but I don't think anybody sits there and DREAMS about it. Come on...

And their research is whack. Common sense alone would tell you that if they went the opposite way, and changed what people thought about the two seperate Resorts and made them think that each one was strikingly and undoubtedly different, they could easily capitalize even more on it and have people booking more vacations because they want to go to BOTH US Resorts.

Homogenizing the Parks, simply isn't a good idea....

Anyway, what do you guys think?

[bee1000]

Re: DLR Podcast:

Sorry, but people may want to skip the lines and go to the front, but I don't think anybody sits there and DREAMS about it. Come on...

I actually like there to be some lines for attractions. I would hate to go to Disneyland and just walk from one ride to the next and getting through the park quickly. I'd hate to end a trip to DL by saying "Well, we've gone on everything. I guess it's time to go." I want to be straggling out the gates after midnight knowing I've wrung every ounce of fun out of the place (knowing that the fun will regenerate fully before my next visit!).

Homogenizing the Parks, simply isn't a good idea....

I can only speak for my experience as a life-long San Diegan. I love having Disneyland nearby, and I have no desire to go to Orlando. In the middle of the country people could choose between the two, but I think they are totally different vacations. Going to Orlando means you're doing theme parks and nothing but theme parks. Going to Anaheim could mean lots of theme parks, or it could include a lot more.

[Opus1guy]

Re: DLR Podcast:

Homogenizing the Parks, simply isn't a good idea....

Anyway, what do you guys think?

I agree with you. This whole "portfolio" of the "brand Disney Parks" just smacks of heartless Marketing-speak and lack of true creativeness and innovation in promotion, IMHO.

It also seems a bit lazy. Like, "Well...if we just create a generic Disney Parks brand and hype the heck out of that...we won't have to produce so many regional Marketing ideas and plans."

Cookie-cutter product and marketing. Blah.

Lazy. And stupid, IMHO. It all makes the Parks look less attractive and "personable" to me. Big thumbs down. IMHO.

[2DieFR]

Re: DLR Podcast: "Everybody's dream at any Disney Park is not having to wait in line

And I think that's everybody's dream when they come to any Disney Park, is "I don't want to have to wait in line."

Well Disney sure knows how to appeal to the American Dream. Get me in, get me out, boom boom boom. Forget magic; that takes time. Please satisfy my fondest dream and zip me through and out of this place as soon as possible.

< (See my user title, under my name, to the left)

I know that some guests actually have this mindset. If you don't believe it, check out how frustrated people get when their instant gratification is unmet on a busy day, and the mass exodus for the exits immediately after any sort of entertainment, especially F!, PoD, and R...DCT.

I have this thing about Disney going out and saying that "what people wish for most is to not wait in line" that bothers me. Disney tries to help guests out as much as possible on crowded days (hence Fastpass) but almost never goes out and says "everyone hates waiting in line." It's almost like they're pointing out the negatives of a theme park experience, which only makes it worse for the 59/60 that don't get the Dream Fastpass. It is another reason to feel left out.

When Jiminy Cricket sang "When you wish upon a star," he went on to sing that it "makes no difference who you are." Not "if you are the lucky 1.9% of park guests."

Disney should bring the focus back on Disneyland like it was during the 50th. Right now, it's off-target somewhere in the clouds. Literally. The clouds over, hmm... some Disney Park...

[mycroft16]

Re: DLR Podcast: &quot;Everybody's dream at any Disney Park is not having to wait in line

Homogenizing the Parks, simply isn't a good idea....

Seriously, not smart marketing dudes. Really... not smart.

I can only speak for my experience as a life-long San Diegan. I love having Disneyland nearby, and I have no desire to go to Orlando.

This is precisely why marketing them as one and the same (even if they mean it to just be the "core emotions", or however he put it, is bad. The vast majority will take it to mean they are all the same so it doesn't matter if I go to this one or that one. Disney should be promoting them as different as is humanly possible to get away with. They need to create reasons for the West Coasters to want to head out to Orlando and for the Easterners to want to come out to CA. They need to make us want to go to HKDL, TDR and DRP. They'd have all the local loyalty PLUS all the travel visits. That equals more money. That's what marketing is about. I don't know where they got the genius(es) that came up with this generic homogenizing campaign, but they should be sent back to economics kindergarten.

I actually like there to be some lines for attractions.

Me to. The lines are at least 50% of the fun. Especially lines like Indy, RR, Splash, Space. If there was no wait, I'd spend no time admiring and enjoying all the hard work that went into those lines. Not to mention giving my body time to come down off an adrenaline high so I'm ready for the next thrill. Ride ODing is dangerous to DL enjoyment.

[MasterGracey]

Re: DLR Podcast:

Great points, everybody.

I wonder if TDA is listening yet?

[skycrashesdown]

Re: DLR Podcast: &quot;Everybody's dream at any Disney Park is not having to wait in line

On re-branding "Disney Parks"

Jim Alisandro: ...We did a lot of research and understand that what people say about Disneyland is very true about what they say about Disney World. Really, the heart and soul of why they visit is the same. So we figured we could capitalize on that."

Wait, so they're going to capitalize on this by... telling everyone that the two theme parks are the same, thereby removing any reason for visiting? BRILLIANT! These people actually get paid to do this?

[Mac Daddy]

Re: DLR Podcast:

I agree with you. This whole "portfolio" of the "brand Disney Parks" just smacks of heartless Marketing-speak and lack of true creativeness and innovation in promotion, IMHO.

It also seems a bit lazy. Like, "Well...if we just create a generic Disney Parks brand and hype the heck out of that...we won't have to produce so many regional Marketing ideas and plans."

Cookie-cutter product and marketing. Blah.

Lazy. And stupid, IMHO. It all makes the Parks look less attractive and "personable" to me. Big thumbs down. IMHO.

Agreed. The new marketing of the "Disney Parks" merchandise is one of the

worst.

ideas.

ever.

So...if I go to Harvard and get an MBA...could I come up with brilliant ideas like these? :clap:

[TanyAnnette]

Re: DLR Podcast:

We did a lot of research and understand that what people say about Disneyland is very true about what they say about Disney World. Really, the heart and soul of why they visit is the same. So we figured we could capitalize on that."

Booooooourns! Booooourns!!! :thumbdown
I mean...seriously. You can't just lump all the parks together. Gah. I'm at work and I can't compose my thoughts on this just yet!!

[sediment]

Re: DLR Podcast:

Great points, everybody.

I wonder if TDA is listening yet?

1. We need to make a podcast of our discussions. That's hip and edgy, therefore relevant.
2. TDA will listen when enough people DON'T buy the "Disney Parks" merchandise and souvenirs. each of us has to do our part. There are lots of other things to buy, I hope.

[sediment]

Re: DLR Podcast:

Agreed. The new marketing of the "Disney Parks" merchandise is one of the

worst.

ideas.

ever.

So...if I go to Harvard and get an MBA...could I come up with brilliant ideas like these? :clap:

If you go to Harvard and get an MBA... you could come up with brilliant ideas like these, and, unfortunately, people will listen because you went to Harvard and got an MBA from there, and no one will dare question your ideas. Obviously your ideas are so much better than the common person's (some lame-o CSUN grad's). (Yeah, I'm being sarcastic. Yeah, I went to CSUN.)

[MasterGracey]

Re: DLR Podcast:

1. We need to make a podcast of our discussions. That's hip and edgy, therefore relevant.
2. TDA will listen when enough people DON'T buy the "Disney Parks" merchandise and souvenirs. each of us has to do our part. There are lots of other things to buy, I hope.

To some extent, I think TDA may be listening. We've hardly seen any mention of the Year of a Million Dreams inside the parks. Only in stores/merch, and the banners in the esplanade. Heck, the Guide to the Magic maps only mention it with the mandatory "Guide to the Year of a Million Dreams" title - other than that, good luck finding anything else regarding the Year of a Million Dreams anywhere else on that map.

As for the DisneyParks branded merch, its mostly already gone. Since I first reported the DisneyParks merch in my 9/1 Photo Update thread, in my visits since then, I've seen the DisneyParks merch disappear rather quickly from stores, and instead its been replaced by the Disneyland Resort branded merch. The most recent thing I've seen is a few DisneyParks - Where Dreams Come True polo shirts lost in the mix with everything else proclaiming Disneyland Resort - Where Dreams Come True in the World of Disney store about a week ago. I hardly think the DisneyParks stuff is selling out - otherwise we'd be seeing the shelves being restocked with more DisneyParks merch. Instead, I think people are and closing their wallets or asking where the Disneyland stuff is...

And TDA is listening. ...I hope.



But still, quotes like those that I posted from the Podcast seriously show the lack of understanding that these people have for the parks and resorts. What study groups did they focus in when they were researching? They must've surveyed hundreds of folks who've never been to a Disney theme park ever, and just by glossy brochures and commercials assume that they're all the same, cause if you ask people who have seen the different parks, they'd've told them a whole different story.

Even if they weren't asking Disney freaks, but people who've experienced all four WDW parks on a family vacation, or someone who grew up going to Disneyland once every year, but just recently took a trip to WDW for the first time, they'd tell them that the parks are vastly different.

And I think most poeple know that the different locations offer different experiences. So how on earth did Disney come to this conclusion that people think it's all the same? And why on earth is Disney embracing that?

Disney SHOULD be pushing two marketing campaigns - one for DLR and one for WDW that showcases the different experiences of both places, and they should be shoving those both of those ads down peoples throats on both sides of the country. Make people WANT to explore all of your offerings. Make them WANT to book a vacation during summer at one resort, and a vacation during the Holidays at the other. Make people WANT to spend more beceause they'll get more if they do so.


Telling your consumers that it's all the same and giving them no incentive to explore what else you have to offer is death.

[bee1000]

Re: DLR Podcast:

The Disney Parks idea is odd because the Disney brand is already one of the strongest brands in the world. Just having the name Disney on something, be it Disneyland or MGM or Animal Kingdom or whatever, tells people everything they need to know about the quality and type of experience they will get. To create "Disney Parks" is redundant. And not only that, it's redundant.

[Opus1guy]

Re: DLR Podcast:

To create "Disney Parks" is redundant. And not only that, it's redundant.

Not to mention it's redundant.

[LLEBREKNIT]

Re: DLR Podcast:

I also really missed seeing "The Happiest Place on Earth" on Merchandise I rarely saw it on my last trip - I guess if all "Disney Parks" are the same park where the same "dreams come true" than It doesnt work for them to have Disneyland be the happiest place anymore - with its own slogan it may stand out and be different than the other Disney Parks.. That or they would have to add to the super simple marketing strategy they found

[PragmaticIdealist]

Re: DLR Podcast:

There may be a way to market the business segment globally, but "Disney Parks" is not that way. The term is insulting.

[Mac Daddy]

Re: DLR Podcast:

I just don't get it.

:botox:


I mean....what is the ADVANTAGE to lumping all the parks in one category and calling them all "Disney Parks"? Even if these people are money grubbing whor...rible people, what is the financial GAIN for lumping them all together? :blink:

I stated this earlier in another thread, but when I went to WDW, I wanted something that told the folks back home where I've been. "Wow. Epcot! So when were you there?"...That kind of thing.

With "Disney Parks" you get "Wow. Disney parks." End of conversation.

It just makes no sense. With different parks, you have different marketing opportunities. PLUS, many people identify more strongly with ONE of these parks more than the others. (And yes, we all know that Disneyland is at the very top of that group.)

So what GENIUS decided it would be a GOOD idea to lump them all into one category? My masters degree is in MUSIC, for crying out loud, and even I can tell there is more money to be made from marketing the parks individually.

Did I mention that I don't get it? :blink:

[PragmaticIdealist]

Re: DLR Podcast:

There are cost advantages to reminder advertising that does not specify an individual resort destination.

Evidently, Disney has seen some backlash because all of the advertising I've come across within the last month or so has only used "Disney Parks" as part of the "DisneyParks.com" U.R.L.

[Mac Daddy]

Re: DLR Podcast:

[Druggas]

Re: DLR Podcast:

I agree with you. This whole "portfolio" of the "brand Disney Parks" just smacks of heartless Marketing-speak and lack of true creativeness and innovation in promotion, IMHO.

It also seems a bit lazy. Like, "Well...if we just create a generic Disney Parks brand and hype the heck out of that...we won't have to produce so many regional Marketing ideas and plans."

Cookie-cutter product and marketing. Blah.

Lazy. And stupid, IMHO. It all makes the Parks look less attractive and "personable" to me. Big thumbs down. IMHO.

Agree with this entire post.