Come to Disney... and skip the cool stuff?
Here's what I don't understand about Walt Disney World's recent development strategy:
Why is Disney spending millions to develop and promote new, interactive queues for its attractions… at the same time it's spending millions to develop and promote new Fastpass+ systems to allow people to skip those queues?
The interactive queue at the Magic Kingdom's Haunted Mansion
Does anyone else see a conflict here?
What's the message we're supposed to take away from this: "Come to Disney, where we're making it easier to skip our cool new stuff"?
That's easy enough. No one wants to wait in the queue, but there will always be a queue, so it might as well be entertaining.
As the number of fastpases you can take are limited, you will still find yourself spending time in the queues of rides that you still want to experience.
I don't see anyone clamoring for lines to get longer so they can experience interactive queue features on attractions like Space Mountain and the Haunted Mansion.
Robert, I hear what you're saying but I think this just shows us once again why Disney is the leader in this business. With Fast Pass they are making it easier for guests to ride and see more attractions/shows, overall giving the guest a better opportunity to have a memorable and positive experience. However, if you don't pick up a Fast Pass and wait in what can be at times rather lengthy lines, Disney is keeping guests entertained and at bay from (dare I say it) boredom. Humans are always happy when occupied and these interactive queues do just that.
I think the message is 'we know there will always be queues/lines so we're going to try and make them more interesting for you if you have to endure them'.
I agree with JEFF in Chicago.
I also see no conflict here - Disney want its guests to have the best possible experience at all times so that they will choose to return. No one likes queuing, so these two measures are a double pronged measure to keep guests happy - either keep them from having to queue in the first place via fastpass, or entertain them when they do have to queue via interactive entertainment.
Fastpass does not mean no lines. There are still Standby lines. The nice new queues will blunt the effect of waiting twice as long. Isn't that the reason? The Standby lines are twice as slow. You'll have time to enjoy the interactivity from the new elaborate queues.
Let's think marketing messages. You can't be out in the market with messages that say "come see the queues" and "skip the queues" at the same time. At best, you're reduced to using these as conditional messages ("if you don't want this, we have that"), but that's the sort of secondary argument you use when you're trying to close a sale. Those messaged don't get people in through the door, looking to buy.
I was at Disney all week last week and avoided any long lines by utilizing Fast Passes or getting to the parks early.
I live in the UK so I may well not be exposed to as much WDW advertising material as you guys over that side of the Atkantic, but are they really out in the market with messages that say "come see the queues"?
^When you wake up with him, have some churros! It's one of those funny words that always puts a smile on your face! If you know what ride I'm talking about, 2 points to you!
The only reason Disney introduced Fastpass is that they can earn more money. Make no mistake, I like it, but Fastpass costs the company money and Disney isn't known for giving something away and that is ok.
"Disney will reveal more weeks in the coming weeks."
I actually haven't seen much marketing related to promoting interactive queues aside from maybe the new Dumbo ride. I see those investments as a way to keep people entertained, distracted, etc while waiting for rides. This may help keep people from becoming frustrated or at least help them make the most of a long wait. I think there are people that want one or the other experience. Some want immersion and the queues help to give that while others want to maximize ride time and get through the park quickly. Disney understands their diverse consumer base and markets appropriately.
Sorry for double post, I wasn't logged in earlier...
The more I think about "message discipline", the less I think it matters.
Uhm, the message is simply that ppl are far less willing to wait long in line for a 5 min attraction these days. So Disney does both try to make the line less like a line and try to make line standing less like line standing.
I don't think this is an issue of message discipline. But, I do think it makes more sense in a place like Disneyland. I see it much like offering a variety of options on a menu. ( I get the irony of talking about menu variety and Disney World at the same time.) Some people enjoy the experience of a meal, while others eat solely for the biological purposes. Some people could care less about what type of beef their burger is made of, while others want Wagyu beef with crimini mushrooms, heirloom tomatoes, bib lettuce, house made ketchup on an artisinal role. In the same way, some people stand in line solely as a function of getting to the ride. Some people want the experience to begin the moment the step in the queue.
At the risk of sounding naiave about the inner workings of Walt Disney Imagineering, it seems as if park designers are missing a HUGE opportunity to pull the interactive effects OUT of the queues and place them into the streets. Four or five months ago, WDI compiled a plan to scatter interactive effects throughout Adventureland (at the Maggic Kingdom in Orlando). As torusists moved through the park they would discover a variety of entertaining effects -- pulling the theme park experience out of the attractions and enhancing the objective of immersion.
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