'Destination Disney' Goes High Tech

Want to know what those light-up pins being sold around the Walt Disney World resort have to do with "Minority Report?" Theme Park Insider's columnist, J. Dana, tells you.

For those of you who have seen the new Steven Spielberg / Tom Cruise thriller "Minority Report," Disney's new customer relations plan may sound a bit familiar. Almost futuristic-of course, Disney prides itself on being ahead of the fray. But let's hope they don't overstep.

Remember the scene when Tom Cruise's character walks into The Gap of the future only to be met by seemingly clairvoyant greetings from the holographic host: "Hello, welcome back to the Gap. We sure hope you're enjoying that navy dress shirt you bought last month. We've got a great pair of khakis that would go great with it." And so it goes. (I know this isn't verbatim, but I was watching the 11 p.m. showing, and slept through most of it) This isn't too far removed from reality, and Disney has been hoping to capitalize on less-intrusive versions of this idea.

Here's how….

For quite some time now, Walt Disney World engineers and marketing gurus have been developing Destination Disney, the next step in customer relations. In real-world terms, it's called Customer Relationship Management (CRM). Always one to adapt generally accepted business language into its own "world" of words, WDW has labeled its own CRM efforts as Creating Relationship Magic.

Although it encompasses the whole guest experience, from first contact to "lifelong friendship," there's a core component that is a spitting image of the "Minority Report" scene: Tracking guests.

Ideally, what will happen is when someone decides to book a Walt Disney World vacation, that person will offer up personal information to the reservationist (or computer screen) that will help Disney to arrange the best accommodations. Also, this information will help the reservationist plan the guest's itinerary while at Walt Disney World. Sounds okay.

However, plans call for each guest to carry a Personal Assistance Device (PAD-sorry, no cutesy name yet), commonly referred to as a Palm Pilot. These Palm Pilots carry the guest's personal inventory. So, when checking into the hotel, the front desk person will say, "Glad to have you back Mr. Smith. How's the weather been in Maine? And did your daughter have a good honeymoon?" All real homey.

The retail locations push it even further. For example, when Mr. Smith then enters a Walt Disney World retail location carrying his PDA, the computer chip in the PDA will make all his personal information available to the clerks in the store. And not just when he makes a purchase-no, it will be instantly available when he enters.

Now do you see the similarities between this and Tom Cruise's interaction with the Gap?

When Mr. Smith enters World of Disney, a clerk will greet him with, "Welcome, Mr. Smith. We've been waiting for you. Hope you're enjoying your accommodations at our Wilderness Lodge Resort. And from what we understand, you're looking for a great pair of earrings to match that beautiful necklace you gave your wife last year." Then, as he enters the sports store at Downtown Disney Marketplace: "Hello, Mr. Smith. You may want to consider this fresh set of golf balls for your tee-time tomorrow morning over at the Buena Vista Golf Course."

Then, back at the hotel, his wife is met with, "Mrs. Smith, since your husband is golfing tomorrow, would you like a spa treatment like last year? Or may we suggest that instead of the mud bath, you try the seaweed treatment this time?"

All this information will show up on computer screens discretely located around the resorts and retail outlets so that only the cast members can see them. They will be activated by each PAD that is carried into the store. And this isn't too far away.

Disney is already successfully testing (and profiting) from this technology. Have you noticed all the light-up pins that are being sold around property? They "magically" start flashing during the fireworks finales, during the electrical parade, and in close proximity to other specially designed locations. The crowd during Fantasmic! (Disney's exclamation point) sparkles with these pins.

These pins contain little computer chips that are activated by certain electronic prompts located throughout Walt Disney World, much the same way that your PDA serve as the electronic prompt to computer screens throughout WDW.

In all honesty, Destination Disney, for all its ominous overtones and disconcerting advances, will definitely be a stroke of customer relationship genius when fully implemented. I mean, how many of us will turn down our favorite dessert when it's "unexpectedly" offered to us at our favorite Disney dining locale? Or shy away from that beautiful set of earrings when we're politely reminded by the clerk that our anniversary is two days away and our wife has the matching necklace?

If done right, this could be great. If overly intrusive, there's another hundred million down Disney's drain. And some serious shivers down resort guests' spines.

ALSO:
It's being reported (or at least strongly rumored) that Universal Pictures is eager to develop Peter Jackson's update to King Kong.

Jackson is currently spinning out the wonderful "Lord of the Rings" trilogy, the third of which, "Return of the King," will be released in December of 2003. The studio hopes to persuade Jackson to start work on King Kong immediately thereafter.

If Universal is reviving the Kong franchise, then why are they closing the Kongfrontation attraction? It's scheduled to be replaced by a "Mummy Returns" or "Scorpion King"-themed thrill ride. We'll see if any Kong-type attraction remains in the park, especially since the film will surely generate quite a few bucks and marketing tie-ins.

Holy cr*p.

So the Magic Moments pins are just a test of the transmission protocol for Disney's long-rumored smart passports?!?

Wow.

Does anyone know the basis of the transmission protocol? Is this a big 802.11b wireless network they are building? Or is it based on something else?

And what is Disney doing (if anything) to encrypt the personal information that these devices will transmit?

If Disney doesn't encrypt this, and someone figures out the protocol (which will happen about five minutes after someone posts this to Slashdot), all I or anyone else has to do to find out the details of your personal life is to walk past you at Disney World with a properly configured Palm VII.

Has anyone tried war driving around Disney World to test the extent of Disney's wireless network?

This seems pretty Hard to believe........but Disney need every cent they can get

I would HATE this. I hate it when the Safeway clerks look at the receipt and say, "You saved 3 cents, Mr Baxter!" Sorry, but that doesn't make me feel like spending more money. If anything, it makes me want to stay away. Besides, isn't part of the fun of going on vacation is not knowing anybody but the people you brought. And sometimes knowing them isn't all that great either!

As for Kongfrontation, it doesn't mean they can't create an entirely new attraction down the road featuring the beast. In fact, a 3-D Kong movie would probably be far scarier than a big robot currently is. Let's all hope we get to see Kong again in the future!

This is a natural extension of database marketing. I think the problem is that the businesses that collect this information are (or should be) duty bound to get a release from its customers before distributing the data. I don't find a message on a POD or a cell phone any more intrinsically intrusive than a letter in my mailbox. After all, I have the choice to not view the device or change cell phone providers. I do however resent personal information being redistributed without my knowledge and specific consent. Also a reasonable level of security against hacking should be in place at any site that stores and/or transmits this data.

Companies that violate this will ultimately end up to be the victims of their own stupidity. Remember the Doubleclick fiasco a couple of years ago. In the age of Enron, integrity means a lot to consumers.

And what if Mr. Smith bought that beautiful necklace for his secretary and his wife is within earshot of the clerk's comments? And what if some freak overhears what resort Mr. Smith is staying at & when his golf game is, deducting that Mrs. Smith or the Smith kids will be alone in the room? This doesn't sound like a good idea at all. (Besides, they should be putting their money & effort into better rides. That's where the space-age technology belongs!)

I think that this is a good idea, but it needs tunning, with so many people at these parks security does become a question. Even though that is a question, it is still a good concept, why not pick up those matching items for your wife. If they decide to go through with this, and you still wanna stay at a disney hotel, just leave the thing in your room. As a Stock holder though, i must say that ATTRACTIONS attract people to your parks, not giving out personal information, or maybe thats just me...

I'm with Kevin Baxter on this one. I refuse to shop in stores that use the card like Safeway does. I think that is an intrusion on my privacy, and as far as Disney is concerned, I want to do what I want to do and not be upsold based on what their system says.

Just take my money and quit psychoanalyzing me, OK?

I have always been irritate by the fact that Disney was so behind the times when I make reservations or call with questions. When visiting more than once in a year, I had to repeat my address and everything each time -- "Don't you people have computers????" I asked. "I was just there last month!!!"

Clearly, I look forward to this technology. I like the quick check-out on Amazon.com -- you know my Visa #, you know my address, you know what books and DVDs I like ... now make it easy and ship it already!

It's about time a supposed "world leader" like Disney caught up with the rest of the world!!!

Face it people. Your privacy is already being invaded. Your information is being sold right now and you can't do a damn thing about it. You can opt out you say. All you're doing is confirming that a live person is at that address. Don't run that red light because the traffic camera is watching you. Stop using that ATM machine. The camera is not just there to catch thieves. Hey look. There's so and so. Probably getting more cash to... Going back to opting out. If you have a car, you can't opt out of registering your vehicle. Some counties sell your information to balance their budgets.

Going back to Bill's comment. Read your cellular contract or any contract for services you sign. They usually disclose to you that they will sell your info. Some give you the option to opt out and some don't. Some also contain language that by signing this contract you abide to agree to all the conditions, which might include the selling or "sharing" of your information with companies that your cell company feels may be of benefit to you. Resent all you want. You either want cell services with these conditions or no cell services.

Forgot to add the most critical point the language will also contain the following. "By abiding by terms and conditions of this contract, you hereby release Cell Corp to share your information." The language might not include "specific consent." The idea is that you gave your blanket consent when you signed your contract and they don't have to ask you. Again, resent all you want. You signed the contract giving them the power.

Yes, but don't we go on vacation to get away from this crap???

I like this idea...it doesn't seem like big brother to me, it just seems like a way to make people more friendly.

In the old days people would know all this stuff just by memory, and people's memories say things to anybody they want to talk to (so the information spills more easily). Now it's the same deal, but a computer is remembering the details about you. I think if this is done correctly, and Disney uses a new type of wireless transmission with this, that it will put WDW/Reedy Creek back on the map for technological innovation, and make the experience for the guests 1000s of times better. I can't wait!!

But it's so insincere. Yes, people used to remember this stuff, but it was because they cared. Is it better to use technology to pretend that they care or is it better to just ring up my purchases with no pretense? Personally, I think it's creepy. By the way, would it be possible for a CM to enter freeform info? Example, what if they asked "How is your stay at Wilderness Lodge?" and you told them that it sucked & why. Would they be able to make note of this?

I also think it's really creepy, but then again, if there's one time that your child doesn't come out of the bathroom and this will act as a homing device too and allow them to be found and recovered before being taken from Disney Property, it might be worth it. Face it, they can probably track you with cameras now and see your every move, this is just a reminder that they are there.

There's no stopping some project like this, and true, it does have it's upside (finding lost children, etc.), but it's still creepy. Paranoia is bad enough, and I echo Deborah's comment about CMs pretending to know you--I can do without that kind of fake courtesy.

And if you've seen Minority Report, you know how heavy duty and intrusive advertising was. Such is the nature of the beast. The companies come out with new advertising which is intrusive, makes its way into your daily life--it becomes an annoyance and people ignore it and eventually become desensitized to it. So what do the companies do? Do they back off and try a different approach? Nope. They move in closer and closer until there's hardly any room to breath--that's how it's been and always will be (the one scene where Cruise is walking through the city and the cameras are reading his retinas and the ads are responding by talking directly too him--I think that would be sensory overload--at least it would if such technology were implemented today).

Deborah hit it square on the nose! It is TOTALLY insincere. We met a CM at USF (shocking, but true!) and forced her to ride MIB with us about 5 times. We saw her later in the week at Disney/MGM and she remembered us and was introducing us to her coworkers as "those people I told you about from Universal!" Now that made us feel special. Had we walked in without ever having seen her and she said, "Hello, Kevin. How was your bus trip from the crappy All-Stars?" I would have run away!

This is a totally stupid idea. Instead of spending money on worthwhile improvements like more CMs and better attractions that would make me want to spend more time and money at the Disney parks, Disney is going to dump tons of money into a system that is going to further violate my privacy in order to pry more money out of me. (And people wonder why some of us deplore the business practices of the Disney Corp!)

I can remember when grocery stores introduced those stupid discount cards. They claimed you were saving money by using the card, but all they did was jack the prices up and then you had to use the card to get the "original" price. Some benefit, eh? The upside was that the grocery store would then send you coupons and special offers in the mail on items that you regularly purchased. In other words, if you showed loyalty to them, they would reward you. Well, I'm still waiting for my coupons.

Now I'm going to have people who lack the ability to make change without the aid of a calculator making suggestions on what items I should add to my purchases. Sounds like a winner to me. Anybody care to bet that the employees will have to meet quotas on how many upsales they have to make every day?

This is just another step down the slippery slope. Disney used to be an example of exemplary customer service. Now they're just another example of corporate avarice.

Whoa! I guess I underestimated the power of this system. I already feel the urge to make another purchase. Yep, I think I'll purchase an annual pass to Universal Orlando and forgo the Disney trip this year.

I read most of the replies to this article...and I must say that those of you who are overly paranoid are just that. Nearly every facet of the modern world that has been updated through our lives includes some sort of way businesses can get hold of our personal information. Sure, the government makes attempts to protect the consumer...but in the end, businesses will probably win. What does that mean for us? Coupons in the mail of our favorite items (which I do get in the mail...try Kroger or King Soopers...they're good with their customers), emails or postcards telling us when sales will be, or reminders to get our oil changed, hair cut, etc. Yes...there may be times where one might feel violated when it comes to a business having our personal information (the serious violations are rare but yes…they do happen), but I feel in Disney's case that they will properly test this idea out and look for kinks before implementing the idea in the Disney theme parks. I first heard about this last year...something my dad mentioned to me casually at our last visit to Disneyworld. Honestly, I like the idea. If I plug in information such as what I may want to buy for a relative at a couple of different stores, and what hotel I’m staying at...it'd be a welcome change to have someone come up to me, knowing what I need. Sure...some folks may say that it's 'false interest' if a Cast member to starts talking to you about personal notes you may have on the Palm Pilot, but would you rather them help you with what you need...or just ask you, and then stand around attentively if you should need assistance and not know what you’re looking for. Sure...they could do both, which wouldn't bother me one bit...but if they know what I'm looking for, help me to locate and purchase that item...and get me on my way (don't we wish it were that easy...c'mon), that would be fantastic. And sure…if I had something on the Palm that I decided I didn’t need, I can always tell the CM that ’I’m not interested, but thanks for asking.’

And folks...with Palm Pilots...you can always program them with a password so others cannot get into it, and I'm betting you can put as much or as little into this as you wish. If you don't wish to divulge any information...they wouldn't force you to. I'm betting if this idea does make it to the parks, that it will be on a voluntary basis only. And they’ll probably use all sorts of precautionary measures so that your information will not be stolen in any way, or that folks will get the information and use it to harm you.
**On this…I have had a palm pilot/phone for 5 years…I’ve never had anything stolen off of it. Never had any troubles**

Granted, this is a big endeavor for Disney, and many have asked, ‘why not fork over money for more cast members and additions / upgrades on the rides?’ as far as more CM's...I'm not sure about Disneyland, but Disneyworld sure has alot, and they're always hiring more. As far as rides... guess what…they are doing something about that. If folks who had questions relating to revamps, upgrades and new Disney rides would check on internet sites related to the various parks, they’d know that upgrades are constantly being done (with all parks…just ask the CM’s and technicians), that with Disneyland they plan on doing some rather large revamps for its 50th anniversary and such. Sure we haven’t seen a heckuva lot of new rides coming out…but think about it. If you had a large scale project to accomplish that took many man hours, a large group of people and millions of dollars…don’t you think it’d take a while to not only conceive the plans, but to initiate the building? I would…so I patiently await the opening of each new ride and enjoy it once it opens.

*steps off my soapbox*

Sorry folks, but sometimes I get a little perturbed when folks dislike things that I might not have a problem with. I can understand their point of view, but I guess it still bugs me. Maybe they truly have a valid case for paranoia...or maybe they were misinformed...who knows. From what I’ve heard (from insiders at Disney), they are honestly trying to make this next step in technology one that guests will enjoy and want to use. Yeah…they want to make more money too by this, but who wouldn’t?

-Jennifer
aka Trinity's Ghost

Jennifer, I appreciate your sincere response. You actually made me think twice about this issue. Maybe I and others are too cynical and harsh as to the intent and the application of this new system, but I still wonder, "What's in it for me?"

Will I save money? Will I save time? Will I spend less time standing in line for food and entertainment? Will the quality of my experience be enhanced? Will this product be worth carrying around all day?

I go to theme parks to relax and get away from the everyday grind. I want to enter a world where I can have fun and forget my concerns. How does this device help me with that? I've seen all of the reasons given on why it will be good for Disney (more revenue, more customer loyalty, etc.), but I still have to ask; What benefit is there for me?

I don't need help picking out things to buy. If I want help, I'll ask for it. I don't want my favorite dessert shoved in my face after dinner. I eat too much anyway. I wouldn't mind more civility and better customer service, but in truth, hasn't that CM become nothing more than a telemarketer who's there in person? It cheapens the sound of my name when I know that it is used as just another opportunity to sell something to me.

Disney has forgotten why I went to the park in the first place - I just want to have fun.

The most important concern that remains for me is security. I don't want to see any system put into place that becomes an additional potential point of failure for my personal information, including my credit card number, to fall into someone else's hands.

Most current Palms are not wireless tramission devices, beyond their rather limited ability to "beam information from unit to unit. The system Disney's implementing involves true wireless transmission units, more akin to Palm VIIs or digital phones.

Disney's gonna have to have an encryption method that not only makes it impossible for someone in the park to read others' personal information, but also to spoof someone else's unit.

Is that impossible? No, it could be done. Will it be expensive, and require extensive testing? Yes. Unfortunately, Disney's recent record of taking the cheap and quick route in regard to new developments in its theme parks gives me pause.

Tim's important point also should not be overlooked. If a device will manage my Fastpasses, tell me when attractions go 101 and 102 and reschedule Fastpasses and restaurant reservations accordinginly, I'll pay extra to stay on site to get it.

Whether this project is successful will be determined, ultimately, by whether these devices give people the information they want. If it is just a glorified ID badge to wear so the company can track me, or a way to "push" more ads and sales pitches my way--then, no thanks.

Just because businesses already have loads of information on us doesn't mean I want them to have anymore. If I want someone to know my name in a theme park, I will tell it to them. Until then, keep your nose out of my bidness!

Creepy... I bet after this Universal's going to know where you live!

Finally saw "Minority Report" and that constant chattering in the mall was creeping me out! "Wouldn't you like to go to Hawaii, John Anderton?" "I bet some vodka would taste great right now, John Anderton!" "Why don't you kill your coworkers today, John Anderton?" This really made me empathetic to schizophrenics!

I don't feel so paranoid after reading the article about a grocery store chain sharing personal data on their customer base with the federal government. Here's a link to the story on Fox News.

http://www.foxnews.com/story/0,2933,59262,00.html

For those of you who love technology for the sake of technology, this should be a warning. Not every new time-saving, life-enhancing gadget that comes along is in your best interest. Companies don't put megabucks into something unless there's a profit to be made. When the profit is made on the front end with full disclosure to the consumer, that's OK. When the profit is made on the back end without the consumer's knowledge and at the expense of the consumer, that's wrong.

Disney may have the best interests of their customers in mind as they develop this technology, but folks, information is power, and in the hands of the wrong person that power can be misused.

Here's a couple of scenarios:

#1: You're on your honeymoon to the Disney Resort. Your wife doesn't know this but you took your previous girfriend there about a year ago. While you were there, you bought her a very nice tennis bracelet. A few months later you broke up. Now your wife thinks your previous girfriend was a skank, so you've always tried to play down the seriousness of the relationship. Now you walk into the same shop with your wife looking for a present and the clerk suggests a nice pendant or earrings to go with the diamond tennis bracelet you bought last year. Guess who is in the doghouse?

#2: You're a recovering alchoholic. You're staying in a Disney Resort that you've stayed in before and when you go to dinner - a complimentary cocktail. Your favorite! Or your refrigerator is deliberately stocked with the booze and mixers you were so fond of before. Can you see a recipe for disaster?

Folks, these are just a couple of ways things can go wrong even with good intentions. What about bad intentions? They're out there, too. Passwords can be hacked and encryption can be broken. Every time you use one of these devices, it's a little beacon that is shouting your most personal information to the world.

I guess I see too much downside risk for so very little upside gain.

"Message posted by Deborah Davis on July 9, 2002 at 10:09 AM (MST)

And what if Mr. Smith bought that beautiful necklace for his secretary and his wife is within earshot of the clerk's comments?"

Then, Disney did a favor to Ms. Smith, by letting her know her husband is a lier and a no good cheat.

Yeah, but then Mr. Smith knows not to buy the necklace from Disney. Disney lose a customer. And since when have Disney cared about morals?

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