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Experience

Think (A Bit) Outside the Industry: Disney’s New Hotel Raises the Bar on Immersive Entertainment

So, technically Disney would fall into the live entertainment realm (and so this isn't quite a "Think Outside the Industry"), but its new hotel is still worth talking about, given the way it's merging hospitality with immersive entertainment. Disney is no stranger to themed resorts and already pays meticulous attention to detail to create immersive experiences, but its new Star Wars hotel is on a whole other level. As PSFK reports, "Each guest will be given their very own storyline to...

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Customer Service

Disney Shows Why Your Organization Should Sweat the Small Stuff

It's true: Disney does actually create magical experiences -- so enchanting that the magical kingdom has a 70% return rate of first-time visitors, according to Help Scout's Gregory Ciotti. In this article, Ciotti highlights some interesting and unique takeaways from Disney Institute's book, Be Our Guest: Perfecting the Art of Customer Service. Since, as Jim has written, good service is the best marketing money you’ll ever spend, we thought we'd share a few of Disney's customer service ideas below, and...

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Pricing

Disney Starts Daily Surge Pricing — Here’s Why It’s a Good Thing

Disney has officially announced daily surge pricing, with different days of the year costing different amounts, depending on popularity. ThemeParkInsider reports there will now be "value," "regular" and "peak" day prices. While plenty might grumble that this is just another way for Disney to make more money (and that's not really incorrect), there are other reasons behind the decision. Back in 2014 when Disneyland announced a price increase, Jim explained why it's actually a good thing: "The basic problem they face is...

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Marketing

Think Outside the Industry: Alice Falls Back

What better way to promote your upcoming film -- or event -- than piggyback on something that everyone is experiencing ... like daylight saving time? On November 1 at 7:07am, Disney tweeted an 11-second video of Alice "falling back" to promote its new live-action film Alice Through the Looking Glass, featuring Johnny Depp, Anne Hathaway, Mia Wasikowska, Helena Bonham Carter and Sacha Baron Cohen. "Today is a very important date," read the tweet. You can watch the video here. Got a...

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Pricing

Disney Considers Surge Pricing — Should You Too?

The Wall Street Journal and Skift.com are reporting that Disney is considering charging different pricing for different days of the week and times of year that guests visit. The goal is to thin crowds on normally busy days. They've already done something similar with their price increase and new system for annual passes, but this move would take things a step further. And while some might grumble at the increased prices on certain days, Skift reporter Jason Clampet points out,...

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News

What Disney Understands About Experiences That Others Don’t

Recently we came across a news item about a new experience at Disneyland. Guests can book a Jungle Cruise Sunrise Safari Breakfast, which includes a private ride on the Jungle Cruise along with an early morning breakfast on the set of the ride. The price for this extravaganza: $300. Many articles covering this new experience, like this one from Los Angeles Eater which called it "ridiculous," have mocked the whole idea. However, they also admit that the breakfast is selling...

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Pricing

Should Disney Use Surge Pricing? One Expert Says “Yes”

Surge pricing isn't uncommon in the live entertainment business. But theme parks, Disney's in particular, haven't really experimented with the idea much. However, on the heels of their recent price increases, there's another rumor that Disney may opt for surge pricing. Harvard Business Review's writer Rafi Mohammed said, "The rumored pricing plan involves offering Gold ($115), Silver ($105), and Bronze ($99) ticket options that are priced based on anticipated demand. Gold would be good for admission any day of...

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News

Fifty Shades of Family: What a Real Valentine’s Day Experience Looks Like

It never fails. About mid-January, just as we’re all emerging from our holiday-season food comas, we discover we’re on the verge of being struck once again by the frilly pink arrow of the world’s most precocious flying baby. That’s right: Cupid is back, scattering heart-shaped candies through every supermarket in the nation. He’s packing the TV lineup with heartwarming boy-meets-girl stories and commercials for diamonds. He’s making sure the latest star-packed romances hit the big screen just in time. This...

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Marketing

Marketing Quote of the Week

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Experience

What Does it Take to Fill Robin William’s Shoes?

Performing the role of the Genie in Disney's latest Broadway show, Aladdin, is no easy task. Not only are you performing eight shows a week in a physically demanding role, but you have to live up to the legendary performance Robin Williams did in the original animated feature. Luckily for actor James Monroe Iglehart playing the Genie is a labor of love, and the response on Broadway has been positive despite earlier bumps in the road. Recently Iglehart spoke with Los...

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