Disney Doesn’t Want Lower Crowds.


Don’t consider every thing Disney tells you. If the corporate by no means misled, each menu merchandise in every single place would truly be “yummy” or “tasty.” Each new attraction can be the first-of-its-kind someway. All upcharge experiences can be “magical” and “enchanting.” We’d nonetheless have Maelstrom, Universe of Energy, and different points of interest they indicated weren’t slated for reimagining “at this time” shortly earlier than bulletins on the contrary.

Disney is extremely adept at company communications, masterfully using wordsmithery to obfuscate or excite followers, because the case could also be. A number of this strikes me as condescending and cloying with an excessive amount of feigned enthusiasm and corporatespeak, however followers appear to eat it up.

Nevertheless, the corporate all the time stays on the fitting facet of the advertising and marketing puffery v. false promoting line. I feel most of us acknowledge this for what it’s, and don’t put an excessive amount of weight in it. We parse press releases and social media posts from Disney for the substantive particulars, disregarding the colourful language, and taking subjective claims with a grain of salt.

The identical is true when assessing company earnings calls or interviews with executives. SEC guidelines prohibit firms from fraudulent, false or deceptive statements to buyers. This prevents Disney or every other firm from releasing stories with inaccurate knowledge or the CFO, for instance, from making incorrect claims that analysts would possibly depend on.

In different phrases, when Disney asserts that per visitor spending is up by 40% as in comparison with 2019, this spectacular quantity is materially correct. That’s fairly black and white. Then there are gray areas. A declare that resort occupancy numbers have elevated may be technically right, though it’s predicated partially upon rooms being taken out of the lively stock. Then there are the wholly subjective statements, comparable to reducing portion sizes being good for visitor waistlines.

These distinctions are harder, however many followers intuitively perceive the distinction between fraud, favorable framing, and subjective commentary. Even for those who don’t brush up on SEC guidelines in your free time, you most likely have the flexibility to distinguish all of some of these statements and weigh them accordingly.

For no matter purpose, this usually doesn’t occur relating to Disney’s statements about attendance. Otherwise clever followers take the corporate at their phrase on this, believing that Disney actually intends to scale back crowding. Maybe it’s a matter of eager to consider. We hope that, if we’re going to pay increased costs for tickets or no matter else, no less than there’s upside for us. (I definitely need to consider this!) Yet, regardless of ample proof on the contrary, many followers proceed to consider Disney cares about crowding. They don’t.

When it involves taking Disney at its phrase relating to crowds and pricing, this has been occurring for many years. Literally. Back in 2010, then-chairman of Parks & Resorts Jay Rasulo said that Walt Disney World deliberate to “slowly wean our guests off discounting.” Rasulo and then-CEO Bob Iger talked about ending deep-discounting on numerous earnings calls. They indicated that these excessive measures put in place by Disney to prop up attendance and occupancy through the top of the recession have been not essential.

That line was repeated advert nauseam by followers for years. Whenever the discharge of a particular provide was a number of weeks late by historic requirements or a room-only low cost was 5% worse than the earlier yr, followers made reference to this comment. That it was lastly occurring, for actual this time. And then, like clockwork, Free Dining and 40% off rack price offers would roll out a number of days later.

As not too long ago as 2018, we have been nonetheless addressing this remark about weaning friends off reductions when discussing the way forward for Free Dining. (It seems that our prediction that “Free Dining, as we know it today, probably won’t exist come 2020” was right, however positively not for the explanations we anticipated!)

Eventually, that objective was realized. Free Dining hasn’t been supplied for the final two years…because of the Disney Dining Plan being briefly unavailable. Resort reductions have additionally dropped off as a consequence of a mixture of pent-up demand and extra restricted room stock. Probably not fairly what Rasulo and Iger had in thoughts when planning to wean friends off reductions a decade earlier!

Back in 2016, Walt Disney World adopted seasonal pricing on 1-day tickets. Although that was successfully a worth enhance by a distinct title, the firm pitched it as optimistic for friends: “the demand for Disney Parks continues to develop, notably throughout peak intervals. At the identical time, we’ve got an unwavering dedication to exceeding the expectations of all our friends.

Disney spun this as offering most “flexibility” and “customizability” as friends might merely select to go to on inexpensive days (inform that to academics or college students!) and save. This pricing mannequin was billed as a solution to “help spread out visitation” extra evenly all year long. This was now ~6 years in the past, however more moderen press releases and feedback from Disney spokespeople strike the identical acquainted notes about date-based pricing for Genie+ and different worth will increase.

Prior to the opening of Star Wars: Galaxy’s Edge, Bob Iger mused that “maybe I should just tweet ‘It’s opening!’ and that will be enough” throughout an earnings name, saying that advertising and marketing wouldn’t be essential to attract consideration to Star Wars: Galaxy’s Edge, as it will be in “incredibly popular and in-demand” regardless.

When Star Wars: Galaxy’s Edge debuted to low crowds in Disneyland after which once more at Walt Disney World, Iger defined this away with a laundry-list of causes as to why visitor curiosity was low. Iger did, nevertheless, concede that “attendance was below what we would have hoped it would be” in Star Wars: Galaxy’s Edge throughout an earnings name.

Bob Chapek caught to spin. He claimed that Disney was pleased with the crowds and that was a part of the plan. “The deep secret is that we don’t intend to have lines. If you build in enough capacity, the rides don’t go down and it operates at 99% efficiency, you shouldn’t have 10-hour lines…So, 10-hour lines are not a sign of success,” he stated. “It should be seen as a sign of, frankly, failure.” (Note: Star Wars: Rise of the Resistance has by no means operated at 99% effectivity and had a 7-hour posted wait time 2 weeks in the past.)

Since then, it’s been widely-rumored that Disney is considering modifications (no, not turning it into Aladdin Land!) to make Star Wars: Galaxy’s Edge extra interesting. A model of the land slated for the Walt Disney Studios Park in Paris was additionally quietly cancelled. Star Wars: Rise of the Resistance has been an unequivocal success, however outcomes are extra combined with the remainder of the land. You may be the decide of its success v. spin–that’s probably not the purpose of this submit.

There is an previous adage amongst attorneys: “If you have the facts on your side, pound the facts; if you have the law on your side, pound the law; if you have neither the facts nor the law, pound the table.” I’ve all the time appreciated that expression, as it may be utilized to all aspects of life. With its company communications, Disney is usually pounding on the desk.

The level, which is hopefully illustrated by the entire above, is that Disney emphasizes the issues that make the corporate look good and extra beneficial to shareholders, whereas additionally trying to spin these into positives for customers. When each different metric was abysmal in mid to late 2020, Disney emphasised visitor satisfaction and ‘intent-to-return’ metrics on company earnings calls. (As we’ve talked about earlier than, there’s a purpose they stopped sharing that post-Genie!)

If per visitor spending is up, it’s because of the power of Disney’s model and the premium expertise being delivered. If resort occupancy is up, it’s because of the unparalleled storytelling energy of a Disney resort. If costs are going up, it’s as a consequence of a supposedly-benevolent need to ship an exemplary visitor expertise and cut back crowds.

“If ___, then [insert hollow corporate buzzwords suggesting a positive for shareholders and consumers].” It’s a fairly easy method, and we see it used time and time once more. If Disney’s Hollywood Studios have been invaded by literal aliens tomorrow they usually began consuming everybody on Alien Swirling Saucers, Disney would proudly tout the 98% of tourists who have been not consumed by creatures from outer area as an enormous win. The underlying concept stays fixed: every thing Disney does is sweet…for you!

As for why we shouldn’t take Disney at its phrase that the corporate is doing us a favor with worth will increase within the title of lowering crowds, fairly merely, as a result of there’s ample proof on the contrary.

Across the board, Walt Disney World attendance elevated virtually each single yr from 2007 to 2019. Cumulatively, the rise was by tens of hundreds of thousands of friends, with attendance at Magic Kingdom alone climbing from 16 million to just about 21 million friends. Animal Kingdom did even higher in proportion phrases, leaping from 9.5 million to 14 million–with virtually all of that coming post-Pandora World of Avatar. Disney’s Hollywood Studios was to have its personal coming-out social gathering in 2020 with the completion of expansions, however that didn’t materialize for apparent causes. Still, its attendance was up by 2 million from 2007 to 2019. EPCOT was slightly below that.

If the objective was to chop crowds or redistribute attendance, Walt Disney World has confirmed itself spectacularly unhealthy at that over the course of the final decade-plus!

As we’ve identified repeatedly, increased costs don’t essentially translate to decrease attendance. There are sure instances of yr that have increased demand for a variety of causes–college schedules, seasonal occasions, climate, and so on. Teachers or households with college age kids can’t change their trip from summer season break to mid-September to benefit from decrease costs. That’s not an actual answer that works with the schedules of this demographic of friends, which is Disney’s core viewers. They will merely pay extra to go to in June or July.

Charging incrementally increased costs for these instances of yr permits Walt Disney World to capitalize on and revenue from that inherently increased demand. That’s the objective–not redistributing attendance or regardless of the speaking level may be. This is the explanation spring break, summer season trip, and fall/winter holidays proceed to see heavier attendance than every other time of yr and haven’t leveled off with random dates in mid-January, early May, late August, and so on. Increasing costs on that quasi-captive viewers is just savvy enterprise or opportunism, relying upon your perspective.

With that stated, there are different methods to scale back crowds whereas growing attendance. One can be giant scale expansions that enhance capability reasonably than redeveloping or reimagining present points of interest. (Which sometimes have the other impact–including demand whereas maintaining capability flat.) Pandora, Galaxy’s Edge, and Toy Story Land are good examples of this. Even although a few of these redeveloped present actual property, they did so in a approach that successfully elevated capability.

Magic Kingdom is one of the best instance of inadequate growth throughout that point. Although New Fantasyland was an enormous addition, nothing has been added since 2014 regardless of attendance growing by hundreds of thousands extra friends. Still, there are different methods to scale back crowds whereas growing attendance.

Beyond bodily park growth, another choice is including leisure. This is one thing that may be achieved on a faster timeline, with stage reveals, atmospheric acts (“streetmosphere”), parades, nighttime spectaculars, all serving to to soak up or redistribute attendance. This was one of many objectives of Rivers of Light and the entire Animal Kingdom after darkish initiative. We’ll additionally quickly see it play out as Hollywood Studios immediately turns into a lot busier the previous couple of hours of the day as soon as Fantasmic returns.

However, Walt Disney World has largely gone the opposite path within the final a number of years. Even pre-closure, leisure cuts have been occurring with regularity whilst attendance elevated. At Disney’s Hollywood Studios alone, right here’s an inventory of leisure that won’t be operating this vacation season: Citizens of Hollywood, Jedi Training Academy, Jingle Bell Jingle BAM!, and Voyage of the Little Mermaid.

If somebody complains of the excessive crowds as soon as Fantasmic returns and cites them as “evidence” that costs want to extend extra as the one answer, kindly provide that listing as a counterpoint.

The different answer is extending park hours, which will increase park capability and reduces crowds. This happens in impact as a result of the common visitor doesn’t keep at some stage in the working day, however reasonably, a subset of it. Most persons are not commando vacationers who can go from rope drop to park shut no matter hours. They’ll do about 8 hours of the day on common, arriving early or staying late. Extending hours decreases the overlap–and thus crowds within the course of–and permits attendees to “redistribute” crowds in a pure approach.

This is a time-tested answer, and exactly the explanation why Magic Kingdom used to open at 7 am throughout peak season dates and keep open till midnight in the summertime. Even then, Main Street was busy till 1 am, as loads of individuals will keep out till 2 am or later until the climate is prohibitively chilly. It’s additionally why Magic Kingdom used to have Extra Magic Hours till 3 am (again when night Extra Magic Hours have been 3 hours lengthy).

Summers through the Great Recession, park hours as an entire have been longer (with the exceptions of Animal Kingdom and World Showcase). Both water parks have been open day by day till 8 pm. The “Summer Nightastic” celebration introduced particular fireworks to Magic Kingdom, and nightly performances (generally twice) of the Main Street Electrical Parade. Speaking of parades, Hollywood Studios and Animal Kingdom every had daytime parades again then.

Now, attendance is considerably increased (by a number of hundreds of thousands of friends per yr) and common park hours have been decreased by a number of hours per day–most notably at Magic Kingdom. There’s additionally much less leisure because of the stage reveals and atmospheric acts which have been lower, in addition to the lack of 3 totally different parades.

All of that ought to undercut any arguments that Walt Disney World is critical about lowering crowds. In actuality, Disney has little need to scale back attendance; they need to “optimize” wait instances, staffing, and pricing to enhance margins. That’s exactly why the corporate has decreased hours and leisure with ever-increasing attendance as a substitute of including extra to assist take in crowds. It’s not that Disney is inept at reducing congestion–it’s that the precise objective is yield administration, and they’re extremely environment friendly at that!

Ultimately, this isn’t passing judgment about Walt Disney World’s strategy to attendance or the rest. It’s merely refuting the misunderstanding that Disney is doing friends a favor with worth will increase by (supposedly) lowering demand, crowds, enhancing the visitor expertise, or no matter else they’ve claimed. The firm’s precise focus is on income and income, and the maximization thereof.

To that finish, Walt Disney World is making an attempt to string the needle by incrementally growing costs in an effort to maintain demand comparatively inelastic. In brief, Disney needs each excessive crowds and better costs. That a lot must be clear by now. (If not, simply go searching–have you ever seen crowds lower since Disney adopted this supposed-strategy in 2016?!)

From a enterprise perspective, it’s laborious to fault Walt Disney World for not leaving cash on the desk. While we hate the entire worth will increase of the final 2-3 years, it’s additionally apparent that Disney has pricing energy and no scarcity of demand proper now. Why wouldn’t they proceed elevating costs?!

Beyond that, complaints overlook the position of the buyer in all of this. If Walt Disney World is overpriced, customers ought to vote with their wallets. The onus is on all of us, if we consider we’re not receiving commensurate worth for cash for a services or products, to not buy it. Complaining about rising prices whereas persevering with to pay them doesn’t absolve us from collective culpability.

With all of that stated, there’s a case to be made that Walt Disney World is inflicting long-term model harm, eroding many years of goodwill, and operating the chance of alienating lifelong followers. These are all factors we’ve mentioned repeatedly, questioning if there will likely be irreparable points as soon as the present pent-up demand has resolved itself.

There’s additionally the basic query of whether or not having fewer individuals–and by extension, kids–expertise ceremony of passage holidays to Walt Disney World is a nasty factor. (I’d argue that it’s and positively shouldn’t be the corporate’s technique–it’s clearly at odds with why Walt Disney obtained into the theme park enterprise.)

However, that’s all past the scope of this submit. This is just meant to show why Walt Disney World isn’t truly excited by lowering crowds. Perhaps I’m flawed, and this time Disney is super-duper critical about lowering crowds. I assume we’ll discover out when Thanksgiving rolls round and Walt Disney World is both jam-packed with individuals or on par with a random day in September!

Planning a Walt Disney World journey? Learn about lodges on our Walt Disney World Hotels Reviews web page. For the place to eat, learn our Walt Disney World Restaurant Reviews. To get monetary savings on tickets or decide which sort to purchase, learn our Tips for Saving Money on Walt Disney World Tickets submit. Our What to Pack for Disney Trips submit takes a novel have a look at intelligent objects to take. For what to do and when to do it, our Walt Disney World Ride Guides will assist. For complete recommendation, one of the best place to begin is our Walt Disney World Trip Planning Guide for every thing you could know!


What do you consider Disney’s supposed objective of lowering crowds? Do you agree with the corporate that worth will increase present an “unwavering commitment to exceeding the expectations of all our guests” or are they merely a solution to enhance per visitor spending? Think there are higher methods to enhance visitor satisfaction or addressing congestion than worth will increase? Any different issues we did not take into consideration or particulars we missed? Do you agree or disagree with my evaluation? Any questions we can assist you reply? Hearing your suggestions–even if you disagree with us–is each fascinating to us and useful to different readers, so please share your ideas beneath within the feedback!


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