Events AT disney
What events do Disney theme parks do to create a better and unique experience for their guests?
Disney theme parks are home to various events throughout the year. The events range from celebrations of holidays such as Halloween and Christmas to physical competitions such as the marathons that take place multiple times throughout the year. Each event at Disney is able to target different types of people and different generations. Through these events not only is a utopian experience created but also various generations are able to get involved.
Currently Disney is using the marketing campaign of Show Your #Disneyside. This new campaign is able to use social media to promote Disney parks. It is able to address all type of Disney-goers from parents, grandparents, kids, and young adults, to disneyphiles (people who are obsessed with everything Disney). This campaign encourages consumers to engage in social media through several contests on Instagram, Vine and through the Disney website. Social Media is a huge aspect of teenager’s life in today’s society. Show Your #Disneyside is able to take into consideration the ways of teenagers and directly market towards them. This campaign is meant to highlight how the consumer loves Disney outside of visiting the park. It highlights the décor one might have in their house of Disney characters, or the shirt of Mickey the consumer may always wear. Show Your #Disneyside is not about a holiday, but rather about the consumer and the relationship the consumer has with Disney. This campaign is trying to show that everyone has two sides and often that goofy side tends to come out at the Disney theme park. This campaign is meant to allow the consumer to share their relationship with Disney with the world through social media. This is the most current campaign Disney uses to promote their company while also appealing to new generations.
There are other events Disney does are within the park that are meant to attract Disney fans. These events include:
Villain Event (WDW)
Rock Your Disney Side 24-hour event (WDW/DLR)
Food and Wine Festival (WDW)
Flower and Garden Festival (WDW)
Haunted Mansion Overlay (DLR)
Small World Overlay (DLR)
Mickey’s Not So Scary Halloween Party (WDW/ DLR)
Mickey’s Very Merry Christmas Party (WDW/ DLR)
Space Mountain Overlay (DLR)
Special Tours (WDW/DLR)
RunDisney Events (WDW/DLR)
Disneyland Diamond Celebration (DLR)
Each of these special events targets a specific audience. What is cool about this as well is that Disney Land and Disney World do not do all of the same events. This is because Disney is aware that the two parks in America attract a different customer. Disney Land Resort attracts 80% Annual Pass holders. Therefore, there are more unique events and new attractions at this resort. This is because the people who go to Disney Land are there quite often and therefore want to see something new and different. This is what the overlays appeal to. The overlays of rides such as the Haunted Mansion, It’s a Small World, and Space Mountain include various screenings of characters for specific holidays. Santa could be seen in the Haunted Mansion from November to December, but then never seen for another year. This is a really cool way the annual pass holder’s get to experience a different and more unique type of Disney experience. Walt Disney World only attracts 20- 30% Annual Pass holders. This is why Disney World is often quite repetitive with the same fireworks and little attraction overlays. Most people who go to Disney World are only going there once a year, or only once in their lifetime, and therefore the show cannot be changed that drastically for them. This is a way in which Disney strategically looks at who their audience is and alters their events based on the audience.
Through the campaigns Disney runs they are attempting to create a good balance of new and exciting attractions and events to attract the local people who frequent Disney, while simultaneously keeping the classics so that people can have the pure Disney experience. Since the theme parks target such a wide variety of customers they have to take this into consideration the events they plan and the message they promote.
Tours are one way in which Disney is able to make certain customers feel special. Tours are seen as a way that people can pay to get a behind the scene looks at certain aspects of Disney. There are always tours in which the recipient can receive a VIP experience by cutting the lines and traveling with a private tour guide. People will pay to feel special and these tours allow people to do so. Dozens of tours occur at Disney every day for a simple one-hour walk around the park tour to an all day experience. Tours such as the Marceline to Magic Tour, takes the customers through a three-hour walking tour of the Magic Kingdom while simultaneously learning about Walt Disney and his journey to create a theme park in Anaheim, California. There are also tours that take a specific look behind an attraction at Disney such as the Disney Wilderness Trek, which is a three-hour guided tour of the Safari Ride at Disney’s Animal Kingdom. This allows the guests to learn more about how Disney contributes to animal awareness, which is a huge part of the theme park. These tours allow for people to feel special and unique at the park. However, Disney does not advertise these tours because they want those who cannot afford these tours to feel equal. There are not signs for these tours or flyers, but rather most of the tours are found online and can only be booked through the phone. This is a way in which Disney creates a unique experience for affluent guests, but does not make other guests feel any less important than those on the tours.
Each of these events at Disney is able to target not only various generations of people, but also various types of people. Events such as the overlays of rides attract those people who tend to spend a lot of time at Disney Land. Events such as the Villains Event in Disney Land attract those Disney lovers who may not love the princesses and the heroes of the movies, but rather the villains and the cruel characters. Each event is made to target an audience and that is why these events often see so much success. Tours target a wealthier group of people who attend Disney and allow them to feel special, but do not allow others who cannot afford the experience to feel any less special. Disney is a place where dreams are meant to come true and a variety of people are meant to be satisfied. Through these events a broad range of generations is hit and because of this Disney is able to create a utopian experience for various types of peoples. Whether it is the fireworks at night or the parades that occur at different hours of the day, people want to attend these celebrations. By having such a wide variety of events Disney can appeal to almost every single one of its guests at the parks by creating a unique utopian experience for each one of them in a different way.
Sources Cited:
Flanary, Megan. "New Balance." Interview. n.d.: n. pag. Print.
Mcguinn, Alison. "New Balance." Interview. n.d.: n. pag. Print.
Schaper, Lori. "New Balance." Interview. n.d.: n. pag. Print.
Currently Disney is using the marketing campaign of Show Your #Disneyside. This new campaign is able to use social media to promote Disney parks. It is able to address all type of Disney-goers from parents, grandparents, kids, and young adults, to disneyphiles (people who are obsessed with everything Disney). This campaign encourages consumers to engage in social media through several contests on Instagram, Vine and through the Disney website. Social Media is a huge aspect of teenager’s life in today’s society. Show Your #Disneyside is able to take into consideration the ways of teenagers and directly market towards them. This campaign is meant to highlight how the consumer loves Disney outside of visiting the park. It highlights the décor one might have in their house of Disney characters, or the shirt of Mickey the consumer may always wear. Show Your #Disneyside is not about a holiday, but rather about the consumer and the relationship the consumer has with Disney. This campaign is trying to show that everyone has two sides and often that goofy side tends to come out at the Disney theme park. This campaign is meant to allow the consumer to share their relationship with Disney with the world through social media. This is the most current campaign Disney uses to promote their company while also appealing to new generations.
There are other events Disney does are within the park that are meant to attract Disney fans. These events include:
Villain Event (WDW)
Rock Your Disney Side 24-hour event (WDW/DLR)
Food and Wine Festival (WDW)
Flower and Garden Festival (WDW)
Haunted Mansion Overlay (DLR)
Small World Overlay (DLR)
Mickey’s Not So Scary Halloween Party (WDW/ DLR)
Mickey’s Very Merry Christmas Party (WDW/ DLR)
Space Mountain Overlay (DLR)
Special Tours (WDW/DLR)
RunDisney Events (WDW/DLR)
Disneyland Diamond Celebration (DLR)
Each of these special events targets a specific audience. What is cool about this as well is that Disney Land and Disney World do not do all of the same events. This is because Disney is aware that the two parks in America attract a different customer. Disney Land Resort attracts 80% Annual Pass holders. Therefore, there are more unique events and new attractions at this resort. This is because the people who go to Disney Land are there quite often and therefore want to see something new and different. This is what the overlays appeal to. The overlays of rides such as the Haunted Mansion, It’s a Small World, and Space Mountain include various screenings of characters for specific holidays. Santa could be seen in the Haunted Mansion from November to December, but then never seen for another year. This is a really cool way the annual pass holder’s get to experience a different and more unique type of Disney experience. Walt Disney World only attracts 20- 30% Annual Pass holders. This is why Disney World is often quite repetitive with the same fireworks and little attraction overlays. Most people who go to Disney World are only going there once a year, or only once in their lifetime, and therefore the show cannot be changed that drastically for them. This is a way in which Disney strategically looks at who their audience is and alters their events based on the audience.
Through the campaigns Disney runs they are attempting to create a good balance of new and exciting attractions and events to attract the local people who frequent Disney, while simultaneously keeping the classics so that people can have the pure Disney experience. Since the theme parks target such a wide variety of customers they have to take this into consideration the events they plan and the message they promote.
Tours are one way in which Disney is able to make certain customers feel special. Tours are seen as a way that people can pay to get a behind the scene looks at certain aspects of Disney. There are always tours in which the recipient can receive a VIP experience by cutting the lines and traveling with a private tour guide. People will pay to feel special and these tours allow people to do so. Dozens of tours occur at Disney every day for a simple one-hour walk around the park tour to an all day experience. Tours such as the Marceline to Magic Tour, takes the customers through a three-hour walking tour of the Magic Kingdom while simultaneously learning about Walt Disney and his journey to create a theme park in Anaheim, California. There are also tours that take a specific look behind an attraction at Disney such as the Disney Wilderness Trek, which is a three-hour guided tour of the Safari Ride at Disney’s Animal Kingdom. This allows the guests to learn more about how Disney contributes to animal awareness, which is a huge part of the theme park. These tours allow for people to feel special and unique at the park. However, Disney does not advertise these tours because they want those who cannot afford these tours to feel equal. There are not signs for these tours or flyers, but rather most of the tours are found online and can only be booked through the phone. This is a way in which Disney creates a unique experience for affluent guests, but does not make other guests feel any less important than those on the tours.
Each of these events at Disney is able to target not only various generations of people, but also various types of people. Events such as the overlays of rides attract those people who tend to spend a lot of time at Disney Land. Events such as the Villains Event in Disney Land attract those Disney lovers who may not love the princesses and the heroes of the movies, but rather the villains and the cruel characters. Each event is made to target an audience and that is why these events often see so much success. Tours target a wealthier group of people who attend Disney and allow them to feel special, but do not allow others who cannot afford the experience to feel any less special. Disney is a place where dreams are meant to come true and a variety of people are meant to be satisfied. Through these events a broad range of generations is hit and because of this Disney is able to create a utopian experience for various types of peoples. Whether it is the fireworks at night or the parades that occur at different hours of the day, people want to attend these celebrations. By having such a wide variety of events Disney can appeal to almost every single one of its guests at the parks by creating a unique utopian experience for each one of them in a different way.
Sources Cited:
Flanary, Megan. "New Balance." Interview. n.d.: n. pag. Print.
Mcguinn, Alison. "New Balance." Interview. n.d.: n. pag. Print.
Schaper, Lori. "New Balance." Interview. n.d.: n. pag. Print.