The Consumer Experience in the Disney Theme Park - Essay Example

The Consumer Experience in the Disney Theme Park THE CONSUMER EXPERIENCE IN THE DISNEY THEME PARK The Consumer Experience in the Disney Theme Park: How Theme Park Design and Layout Influence Consumer Behavior The Consumer Experience in the Disney Theme Park 2 There are several Disney theme parks worldwide. In the United States, Disneyland and Universal Studios in California, The Magic Kingdom, Epcot Center, Animal Kingdom and Universal Studios in Orlando, Florida. Universal Studios recently opened in Osaka, Japan, while Magic Kingdom is located in Tokyo. Hong Kong is home to two parks, Disneyland and Disney Sea, in which the Disney corporation receives royalties. Walt Disney Company of America also owns forty percent of the two parks located in Paris, Disneyland France(formerly Euro Disney) and Walt Disney Studios. All of the Disney parks are termed ‘theme parks’ though the term is often incorrectly used for other parks such as Conneaut Lake Park and Cedar Point in Ohio, which are technically ‘amusement parks.’ Other theme parks include Sea World, Busch Gardens and Six Flags, although I am left to wonder where the common theme behind the latter comes in. The theme of magical Disney characters is evident within the Magic Kingdom and similarly is the motion picture theme in the Universal Studios parks. Per capita spending of guests at Disney theme parks is divided at roughly “sixty percent for entrance, 20 percent for food, and another twenty percent for miscellaneous expenditures such as souvenirs.”(Albright, 2007). It is also estimated that “for every $1 spent inside a park or attraction, another $2-4 is spent outside its gates.”(Rugless, 2001). More foreign tourists are said to visit Disney theme parks in the United States than any other attractions. Japanese are particularly fond of the Magic Kingdom and Universal Studios, which explains the success of the theme parks in Japan. In determining the success of Disney theme parks, attempts to look at just one part of its corporate strategy, or one particular activity fails to bring us closer to understanding. Layout and design, pricing strategy, marketing activities, and location are all separate activities that. When looked at separately, do not explain its success. It is the The Consumer Experience in the Disney Theme Park 3 interaction of all the activities in a particular cause and effect fashion that drives the success of Disney. Layout and design are the keys to creating the ambience of the them park, and greatly affect the other activities. In this writing I will show, how Disney theme parks are created dually to generate profits, while also providing the most individualized and welcoming experience of any outdoor parks. I will provide information that describes the ideas the original creator, Walt Disney himself had for his first Disneyland. Though profit may not have been his only motivation, the specific layout and design of his first park was altered when deemed not as successful as anticipated. I will show how relaxation and enjoyment are part of the layout and design plan. Guests are encouraged to spend as much time as they need to visit the park, and accommodations are now provided to help them do so. There are some critics that believe the parks have gotten too far away from Walt Disney’s ideals of what the parks should be to its guests. Their comments will be explored briefly to assess importance and priority of such complaints. I will provide statistics on spending habits within the theme parks and show how layout and design are formulated to affect such spending to a degree. I will provide specific examples of how consumer marketing efforts further encourage such spending inside the parks. Such efforts also affect tourism and divert much of it in the United States to the theme parks. I will explain how the consumer constructed as the guest is successful in providing memorable experiences for tourists both domestic and foreign. Lastly, I will explain the changes within the theme parks over time, and how such changes cater to a wider age and lifestyle range than previously. I will show how changes keep the theme parks competitive with other regional or national theme The Consumer Experience in the Disney Theme Park 4 parks, as well as other amusement parks by providing specific examples. Disney theme parks keep abreast of industry trends and consumer preferences so that consumers who become their guests believe that the parks cater specifically to them. Current marketing efforts by Disney also combine with motion picture and related product sales to complete the experience. I will explain what Disney is doing to unify the efforts which drive consumers to their theme parks. This is done both overtly and subtly in marketing campaigns. In 1953 when Walt Disney first envisioned his first theme park, Disneyland, currently located in Anaheim, California, others scoffed and questioned his wisdom. Four well known amusement park owners “William Schmitt, George Whitney, Harry Batt,  and Ed Schott offered complete skepticism in a meeting with three Disney employees who were there to reveal the plans for the first Disneyland in California. One commented that without carnival type attractions such as “midway games, large coasters, and Ferris wheels, the marks won’t pay to go in.”(IAAPA, 1997). Another believed that customization of rides was too costly. Yet another commented that keeping the park clean and landscaped would not be appreciated or noticed “the people are going to destroy the grounds and vandalize the ride vehicles no matter what you do.” Perhaps the worst comment yet, “Tell your boss to save his money they said, tell him to stick to cartoons. Tell him to stick to what he knows and leave the amusement business to the professionals,”(IAAPA) did nothing to dissuade Disney from his goal. Today there are Disney theme parks worldwide. Ironically Riverview Park in Chicago, Ponchatrain Beach Park in New Orleans, Coney Island, and Playland at the Beach in SanFrancisco are no longer in operation. The first park boasted $6.00 per capita by the second year, compared to the industry The Consumer Experience in the Disney Theme Park 5 standard of $1.00. He accomplished this by creating a relaxing environment which increased the industry standard stay time of two hours to seven hours, which increased amounts spent on food, ride tickets and souvenirs. Eventually Disney began charging fees for entrance into the park, which now allows the theme parks to see an acceptable return on the investment. Disney constantly strives to give its guests what they want, which encourages increased spending within the confines of the parks, as well as at businesses located outside the parks. With the addition of on site hotels and restaurant complexes, revenue generated inside the parks is greatly increased. Physical layout of the theme parks is equally important in converting consumers to guests. The typical amusement park layout is generally a circuit in which the visitor moves from one attraction to the next after entering. Usually the circuit is somewhat oval or round and the visitor must find their way across the park to reach previous attractions. Theme parks differ from earlier amusement parks in many ways. ”They exclude involvement with the outside world. Visitors cannot wander in and out at will, spending as little time and money as they choose. Having a vast site where payment is made deep within the park means that few parents are going to turn around and leave if they find the entrance fee excessive.”(Mills). Once inside the main gate of the Magic Kingdom parks, visitors are able to stroll down Main Street, USA, which is set up to imitate any small town with its variety of shops and businesses, including barbershop and post office. What is unusual is that the fairy tale castle is easily viewed at the end of Main Street. This is the magical, fairy tale like structure that draws or pulls guests in to the rest of the park, and into a world of fantasy, where every day concerns and cares are symbolically left behind. This aspect of layout also helps guests to emotionally leave their cares behind. The Consumer Experience in the Disney Theme Park 6 As consumers visit any vacation destination or lodging to escape the every day stresses and demands of their lives, they behave similarly while visiting Disney theme parks. Where there are multiple parks within very close proximity, such as Magic Kingdom, Universal Studios, Animal Kingdom and Epcot Center in Orlando, Florida, discounts on multiple day passes into more than one park are offered. Each theme park is large enough that visitors may perceive the need to spend more than one day at each park or between multiple parks. Passage from one to the can be done easily, though similarly time consuming with only one main gate for passage. Though visitors are free to pass from one park to the other with the appropriate pass as many times per day as they desire, it is a time consuming affair. As guests, visitors to the parks have freedom to choose when and where they travel within the parks. However, they are constructed as guests due to the amount of time they need to visit each of their desired attractions and desired parks. Most visitors plan on spending the typical three days in the Florida parks. It is no accident that the parks each have one main entrance for visitors, with quite a bit of time required in each park to go from the main gate to the furthest attractions. Layout and design with extended length of time for stays in the parks is evident. The environmental aspect of layout or ‘ambience’ also serves to move consumers to guests. Where most parks focus on what is call ‘positive’ space,’ which is the space where attractions are located, Disney also focuses on the spaces between the attractions, called ‘negative’ space, with landscaping and structural enhancements. The overall ambience invites guests to relax and stay awhile. From the beginning, Disney has required employees to follow their guests to clean up or straighten anything that is amiss and to make sure that guests have everything they need. Employees are The Consumer Experience in the Disney Theme Park 7 encouraged to listen to comments and suggestions, reporting them to management. Such activities are similar to they way hosts attend to guests in their homes. From inception, Walt Disney set out to create his park as a place that combines elements of other amusement parks, museums, resorts, fairs, theatres and other entertainment venues. His idea of combining all aspects into one more complete complex does encourage visits of extended time periods. Design of individual themed areas or towns such as ‘toon town’ within the Magic Kingdom are constructed with as much likeness to characters and places we identify with Disney as possible. While they are fictional, they are real places for the duration of the consumer’s stay at the park, and created with as much likeness as can possibly be designed. Likewise, the futuristic city created in Epcot Center encourages visitors to explore the possibilities and open their minds, imagining they are actually experiencing the environment as reality. “It is not the "reality" or tangibility of the object that carries significance (for all objects are real), but, rather, our belief in the ability of "authentic objects" and objects of high quality to connect us, in some unknown spiritual fashion, to people, events and circumstances we define as central to our view of ourselves,” (Wallace, 1996). Universal Studios allows and encourages visitors to feel as though they are actually a part of the movie studio. “The rest of Universal in Florida follows the layout of a standard studio. If you walk behind a set, as you often do when you are standing in line for a ride, you’ll see the structure that holds it up—unlike Disneyland—because that’s what you see when you walk behind the façade of a shooting set in Hollywood.” (Alexander, 2003). As Disney continues to cater to guests of all ages, frequent changes or additions to its theme parks are made, based on the popularity of on screen hits. Just as the parks original themes are based on the cartoon characters of that decade, recent The Consumer Experience in the Disney Theme Park 8 proposals include attractions based on Disney’s Pixar film ‘Cars.’ Though critics state that the main ideas and values of Walt Disney are slipping away as changes are frequently made to the theme parks, views of such critics also depend largely on age and their particular ‘Disney’ memories. Those consumers who have grown up watching Mickey, Minnie and Goofy will have more objection to the removal of such attractions as ‘Toon Town’ or the familiar ‘It’s a Small World’ ride. Critics comments are not based on the fact that such attractions have actually been removed, but rather on the fear that they may some day be gone. Disney has so far been successful in providing something that will relate to every generation of its viewers. The concept that Disney theme parks offer something for everyone is not limited to rides or featured attractions. The extensive offerings at the food complexes and restaurants attempt to make everyone feel ‘at home,’ whether an American or foreign visitor. This is critical given the amount of time foreign visitors spend at the parks. “Overseas guests are among the most valuable customers for these facilities. They spend more, stay the longest, and come back often. The average overseas visitor to Orlando stays ten nights, compared to five for domestic visitors. 72% of overseas visitors to Orlando and 66% of overseas visitors to Los Angeles are repeat visitors.”(Tauzin, 2003). While consumers are offered liberal freedom to roam around the theme parks, visiting desired attractions, purchasing food based on individual tastes and cultural needs and spending time in whichever resort suits their personality or lifestyle, they are still ‘constructed’ as guests. Although individual spending figures for foreign versus domestic visitors is not provided, the average consumer spends $10-$25 on food alone inside theme parks. Given that consumers spend the same twenty percent of the total The Consumer Experience in the Disney Theme Park 9 expense on souvenirs, a ten day stay can easily total $500 per person for food and souvenirs. Adding the roughly sixty percent for admission per day at $50-$75, the total ten day expenditure per visitor can reach well over $1,250. The appeal of theme parks is easy to understand, given that the same amount spent on another type of vacation or leisure activity might require more travel between sites, for meals and separate attractions. Disney theme park vacations are made more appealing through marketing efforts such as theme park and Disney Cruise combination packages. Disney spares no expense on advertising through TV commercials, magazine ads, and online, where guests can customize their experiences in advance, often taking advantage of discount tickets purchased online. Though consumers can individualize their theme park visits, there are limitations or external factors based on layout and design of the parks, as well as design of the guest packages that they must work within. With each new attraction or theme park that is constructed or built, a possible new or current target segment sees how hard Disney is working to please that particular segment. Disney has added new coasters for the large teen and post teen segment of coaster gurus. For Nascar or racing fans, Disney takes advantage of its ongoing sponsorship from General Motors, to provide the coaster “themed like an auto proving ground in Epcot.”(Sylt, 2007). From the first Magic Kingdom in California, to the additional theme parks that offer much more entertainment options, and consequently more entertainment value, Disney’s purpose is to provide top notch profit, while also maximizing profits. Construction of consumers as guests begins with design and layout of the theme parks requiring extensive periods of time spent for visitors to enjoy all the attractions they The Consumer Experience in the Disney Theme Park 10 choose. Layout is related to location and choice of amenities such as restaurants and hotels which are part of the theme park complexes. Once inside the gates, it is simply much easier to purchase food within the gates, and often simpler to stay at one of the comfortable, theme oriented Disney resorts. Each consumer becomes a guest as individual tastes or desires are met. Limitations such as length of time and physical constraints of the theme park are secondary to the inviting and welcoming feeling most visitors experience upon arrival. They are constructed as guests in order to make them feel comfortable. Most individuals will spend more time in any place where they feel welcome and comfortable. Walt Disney purposely planned for visitors to be drawn in with the Main Street, USA design leading to the castle. Though his desire was to please his guests, he also needed profit to continue improving upon his vision of providing the magical dreamland experience which caters to each and every visitor. The Disney theme park experience is designed to provide such a positive experience that guests overlook the somewhat subtle constraints purposely designed to keep them there. They are after all, guests in his wonderful world, so why would they want to leave. As the cares that burden us in the world outside the complexes melt away, we soon forget that we cannot come and go at will and that we are constructed to behave in a particular fashion within the boundaries or imaginary walls of the theme park. The Consumer Experience in the Disney Theme Park 11 References Albright, M, (2007). Coasters Plunge, Numbers Soar. St. Petersburg Times. Alexander, P., (2003). Theme Park Master Planning. Accessed on 9 May, 2007 from http://www.themedattraction.com. Mills, S. American Theme Parks and the Landscape of Mass Culture. American Studies Resource Center. Liverpool. Rogers, B., (1997). Speech, The Coming Revolution in Themed Entertainment IAAPA Tradeshow, Orlando, Florida Sylt, C., (2007). Theme Park Sponsorship. Ink Press. Tauzin, W.J, (2003). Travel and Tourism in America Today. Prepared Witness Testimony, The House Committee on Energy and Commerce. Wallace, M., "Museums and Controversy," in Mickey Mouse History and Other Essays on American Memory, Temple University Press, Philadelphia, 1996, p. 125: Read More