Since the firing of Chapek and returning to the highest spot, Disney CEO Bob Iger has already had so much to say. He’s addressed frequent complaints of Cast Members and diehard Walt Disney World and Disneyland company, each straight and not directly. This submit covers the most recent–a letter he’s despatched to the corporate’s “biggest fans.”
We aren’t going to recap all the pieces that has transpired within the final month since Disney’s Bob Swap changed Chapek with Iger; suffice to say, it’s been fairly the saga. If you haven’t already learn Disney’s Battle of the Bobs: Why Chapek Was Fired, How Iger Returned & What’s Next, that’s an excellent primer. There’s additionally the report that Bob Iger was “alarmed” by Walt Disney World worth will increase and fought with Chapek over layoff plans. Those articles cowl a few of what Iger has needed to say not directly, by way of leaks by his regime to the media.
When it involves direct feedback, Bob Iger held a Cast Member Town Hall upon returning to discipline questions and issues from staff. During that, Iger was requested concerning the way forward for the Disney Park Pass reservation system and indicated that he had heard issues that have been “not positive.” He was additionally requested about Disney merging with or promoting/shopping for companies, indicating that there have been no plans to purchase or promote any of the corporate’s “great assets” however that nothing is ceaselessly.
Iger was additionally requested concerning the Reedy Creek dissolution, and indicated that he was “sorry to see us dragged into that battle” and that “Florida has been important to us for a long time, and we have been very important to the state of Florida. That is something I’m extremely mindful of and will articulate if I get the chance.” That simply scratches the floor on the subjects coated throughout the Town Hall.
In common, Iger tried to assuage involved Cast Members that the corporate was heading again in the fitting route. Now, he’s doing the identical with an e mail despatched on to followers. (As with all e mail communications from Disney, receiving that is very hit-or-miss. This time, I obtained one however Sarah didn’t.)
In case you didn’t obtain it, right here’s the total textual content of Bob Iger’s e mail to followers:
As we strategy the tip of 2022, I needed to take a second to precise my gratitude to the most important Disney followers on the earth – all of you.
Disney is lucky to have probably the most devoted and enthusiastic followers, and I used to be reminded of this a couple of weeks in the past once I visited Disneyland Resort and attended the Candlelight Processional. It was invigorating to be surrounded by so many company who make what we do potential. We love your ardour for our firm and your enthusiasm for what we create, and we’ll proceed to do our greatest to exceed your highest expectations.
As you already know, subsequent 12 months Disney will mark its one hundredth anniversary. We are immeasurably grateful to the generations of followers throughout the globe who’ve invited our tales and characters into their lives, and we stay up for celebrating the groundbreaking moments, the cherished reminiscences, and the artistic visionaries that made Disney probably the most beloved title in leisure over the previous century.
During the approaching 12 months, D23 will launch a slate of thrilling occasions to mark this historic milestone. More info will be discovered right here.
Looking in any respect the alternatives forward, I can truthfully say there has by no means been a greater time to be a Disney fan. It is a rare privilege to guide this outstanding firm once more, and I’m so grateful in your continued ardour for Disney. On behalf of all of us at The Walt Disney Company, I want you an exquisite vacation season and a really completely happy and affluent New Year.
In phrases of commentary, there are mainly two methods to view this. The first is to see by it as a hole company end-of-year publication, one which talks an excellent sport however is meaningless with out motion to assist it. That’s little question how extra cynical Walt Disney World and Disneyland followers will understand Iger’s e mail, and it’s troublesome to argue in opposition to that perspective.
After all, it’s been a tough few years for followers. If Iger thinks now (current tense) it has “never been a better time to be a Disney fan” and easily continues on the trail that Chapek had charted, the corporate most positively won’t exceed the “highest expectations” of Disney’s greatest followers. If that is your outlook, your ‘cautious skepticism’ is probably going well-founded.
The second is to view this as a step in the fitting route, even when solely incremental. Another sign that Bob Iger believes within the ‘magic’ of Disney and understands what followers want and crave from its chief. It’s a pointy distinction to Bob Chapek, who didn’t “get” Disney–or at the very least couldn’t reveal in his public communications that he obtained it.
Messaging issues. This a lot is evident from the entire reader complaints we’ve obtained–loyal Annual Passholders who have been damage by being referred to as “unfavorable” or those that didn’t respect the “waistlines” wisecrack or the fixed use of “consumer” versus visitor. Or any variety of combative feedback Chapek and his camp made in direction of followers. (We’ve pointed to it earlier than, however Chapek’s defensive feedback throughout that WSJ tech panel actually reiterated to us that he harbored hostility in direction of Disney followers.)
If you took offense or felt that these previous feedback demonstrated that Disney’s management took followers as a right (at finest) or downright disliked them (at worst), that’s completely comprehensible. At its core, Disney is an organization based on emotional connections, nostalgia, and storytelling. Chapek did a spectacularly dangerous job in any respect of that.
In which case, this letter ought to come as a breath of contemporary air. It’s a easy factor, certain, but it surely’s one which didn’t occur final 12 months or the 12 months earlier than, and many others. It suggests to me that Bob Iger realizes fan goodwill is frayed and that he must undo the harm performed by the Chapek regime. We’ve talked about repeatedly within the final ~10 months that visitor satisfaction dropped precipitously late final 12 months; Iger is undoubtedly conscious of that. (It is certainly an space of concern for leaders on-the-ground in Florida.)
What Iger will do to restore tensions between the corporate and its greatest followers is unclear. As we identified in our List of Positive Changes CEO Bob Iger Could Make to “Fix” Walt Disney World, there’s some low-hanging fruit. However, there are additionally some modifications that Iger shall be hard-pressed to make given how the corporate’s streaming providers are hemorrhaging cash.
The Cast Member Town Hall was an excellent begin for making staff really feel that they’re voices and heard. He has additionally been extremely seen in the previous couple of weeks, making appearances on the Disney Ultimate Toy Drive benefiting Toys for Tots and extra. Iger can enhance Cast Member morale (one thing we have now been instructed–repeatedly–is already occurring), which can in flip have spillover results for company (happier Cast Members equals happier company).
At this level, Iger’s finest transfer can be making followers really feel like their complaints are being heard and brought critically–whereas putting a distinction to Chapek. Between this letter and Bob Iger’s look with Josh D’Amaro at Candlelight Processional, I’d say it’s an excellent begin. Speaking of which, in the event you haven’t seen movies of Iger from Candlelight Processional, it is best to test them out.
While it’s simple for good PR individuals to pretend a honest letter, that ear-to-ear grin and glow as Iger chatted with followers is actual. That was the look of a person who was completely happy to be again “home.” I get the cynicism and suppose skepticism is completely wholesome (maybe one of the best protection mechanism!), however I’m cautiously optimistic.
I do know Iger can’t wave a magic wand and undo loads of the harm–a lot of which he possible helps–however he could make significant optimistic modifications, and that begins with understanding and appreciating why the corporate’s “biggest fans” are diehard devotees of Disney.
What’s not affordable is claiming to be upset about Chapek’s previous feedback and tones and likewise cynical about this letter. Either messaging issues, or it doesn’t. You can’t merely select the ‘complaint path’ whatever the circumstances.
Well, that’s not true. This is the web, so perpetual outrage and inconsistency are par for the course. But you’ll be able to’t select to all the time be upset and nonetheless anticipate to be taken critically. Always being offended is the simplest technique to have your opinion disregarded fully, and is exactly how corporations find yourself writing off rabid followers as complaining even when a churro cart is moved 10 toes.
Ultimately, we’ll begin to see fairly quickly whether or not Bob Iger is all speak, or if he’ll stroll the stroll. Already, 2023 is shaping as much as be a pivotal 12 months for the Walt Disney Company. The one hundredth Anniversary is subsequent 12 months, and the festivities begin on January 27, 2023 at Disneyland.
After the frustration of Walt Disney World’s fiftieth Anniversary, this is a chance for a mulligan, of types. World of Color – One and Wondrous Journeys fireworks will usher within the Disney100 celebration at Disneyland, we nonetheless don’t know what’ll substitute Harmonious at EPCOT or how Happily Ever After will evolve at Magic Kingdom.
Beyond that, so much is on the horizon within the parks. The opening Mickey & Minnie’s Runaway Railway plus the reimagined Toontown at Disneyland, TRON Lightcycle Run in Magic Kingdom, and Moana’s Journey of Water at EPCOT. Speaking of which, the transformation of that park is meant to conclude subsequent 12 months, regardless of so much being minimize from the unique plans.
Without a lot on the horizon for past subsequent 12 months, the Disney100 celebration could be the proper time to unveil a brand new “Disney Decade” with growth plans for Animal Kingdom (confirming the Dino-Rama alternative looks as if a given), Magic Kingdom, and part 2 of the EPCOT overhaul.
Much of that is likely to be wishful pondering, as Bob Iger and the Walt Disney Company face quite a few headwinds in 2023. The inventory worth has been on the decline as Wall Street reevaluates streaming service expectations and valuations, the corporate is saddled with super debt because of the twenty first Century Fox acquisition, succession planning must be a prime precedence, and the Reedy Creek saga continues to be not absolutely resolved (though it appears shut).
It’s going to be a difficult 12 months for Bob Iger and co., however hopefully he can navigate all of these points whereas additionally delivering in ways in which reveal why “there has never been a better time to be a Disney fan!”
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YOUR THOUGHTS
What’s your tackle Bob Iger’s letter to the most important Disney followers–are you cynical or cautiously optimistic? Think this demonstrates that he, not like Chapek, truly believes within the ‘magic’ of Disney and understands what followers want and crave from its chief? Are you excited concerning the firm’s future because the Walt Disney Company enters its one hundredth 12 months? Think issues will get higher in 2023? Do you agree or disagree with our evaluation? Any questions we might help you reply? Hearing your suggestions–even whenever you disagree with us–is each fascinating to us and useful to different readers, so please share your ideas under within the feedback!