 The global celebration begins May 5, and continues for 18 months. The fun takes place at the Disneyland Resort (comprised of Disneyland park, Disney’s California Adventure park, the Downtown Disney district and three Disney hotels); the Walt Disney World Resort in Florida (one of the world’s most-visited vacation destinations); the Disney resorts in Tokyo and Paris; and the soon-to-be-opened Hong Kong location.
With a hundred million visitors a year, Disney’s worldwide parks and resorts already attract more visitors than Pooh’s “hunny” jar attracts bees. And the folks at Disney have been busy as bees, creating a buzz about the 50th celebrations. They’ve taken a traveling roadshow, dubbed the “Magic Member Club” to visit agents in the western U.S. and Canada. Agents received a sneak peek at the upcoming celebrations and new products. They even got to pose for pictures in a special “golden edition” version of an Autopia car. District sales managers for Disney’s wholesaler, the Walt Disney Travel Company have been busy, as well, making calls at agencies, and handing out more marketing materials than could fit in Mary Poppins’ carpetbag. “We’ve got a product that provides a once-in-a lifetime vacation, and gives agents a big reason to reconnect with old and new clients,” said Claire Bilby, senior vice president, sales and distribution marketing for the Disneyland Resort.
Every element is designed to reconnect people to the magic of their first experience here at the Disneyland,” said Matt Ouimet, president of Disneyland Resort. “And we’re reaching out to them with an unprecedented marketing campaign.” MAGICAL PACKAGES
For the big event, Disney has created an array of 50th anniversary packages and add-ons, and many carry exclusive benefits. For example, clients booked on Disney Travel Company packages can enter the park an hour early, for Mickey’s Toontown Morning Madness — a spirited performance by Mayor Mickey and a cavalcade of characters that isn’t offered during regular park hours. A 50th Anniversary Commemorative Package add-on includes a special Walk in Walt’s Footsteps Tour, plus a replica of an original invitation to Disneyland Park and other commemorative items. The Dine-in-the-Magic meal plan is an add-on that provides vouchers for restaurants and snack venues throughout the resort. Agents can also add a Southern California CityPass to packages they book, which includes admission to five different area entertainment venues. Since many clients may want to combine a Disneyland Resort vacation with sightseeing, some new tour add-ons have been created specifically for the 50th celebrations. An O.C. Tour offers a day in the scenic Orange County town of Newport Beach. The Temecula Wine Tasting and Lake Elsinore Outlet Shopping Tour provides a scenic escape from the big city and a chance to shop for bargains. The Romance Package offers spa treatments at Disney’s Grand Californian Hotel and dinner at the top-rated Napa Rose or Vineyard Room restaurants. If your clients are looking for a more extensive vacation, the Southern California Magic Package combines a three-day visit to the Disneyland Resort with a three-day visit to San Diego. “Our guests find the Disneyland Resort is a great hub for a Southern California vacation, and we’ve created some special packages that encourage visitors to experience the best of the area,” said Valerie Poulos, travel industry publicity manager. All of the Walt Disney Travel Company packages combine park tickets with a stay at one of the Disneyland Resort properties — Disney’s Grand Californian Hotel, the Disneyland Hotel or Disney’s Paradise Pier Hotel. There are also 40 or so “Good Neighbor” properties in Anaheim participating in the packages. Special add-ons and packages may change during the course of the 18-month-long celebrations, so it’s best to keep up to date by registering on the DisneyTravelAgents.com Web site. The site provides user-friendly booking tools for making and retrieving reservations, a “collateral store,” for ordering marketing collateral and brochures, plus a FAQ page. Best of all, agents will receive continuous updates, (called D-mails) to keep them informed about the latest news, promotions and new attractions coming on line for the 50th anniversary festivities. THE HAPPIEST HOMECOMING ON EARTH
The centerpiece of the 50th anniversary festivities, of course, is Disneyland resort. Nostalgia is king, as the park celebrates the “Happiest Homecoming on Earth,” and travel agents reel in the family market in a big way. “The celebrations present a great opportunity for agents to think in broader terms, and work on multi-generational travel. It’s a great time for grandparents to take the grandkids back to the park, to relive some of their own memories,” said Bilby. “This celebration will issue a powerful call to action to the millions of families who have made memories with us before, and to those families thinking of visiting for the first time,” said Ouimet. Memories, no doubt, are what Walt Disney had in mind on opening day, July 17, 1955, when thousands of invited guests (and millions more in a live television broadcast) looked on with awe as he opened the first-ever amusement park with separate, “themed” lands. From that day forward, there’s been no more prominent symbol for Disneyland, and various Disney enterprises, than Sleeping Beauty Castle. For the 50th anniversary, tune in for Extreme Makeover-Castle Edition as the familiar landmark will be swathed in colorful banners, bejeweled with stones and adorned with golden crowns on her turrets. In the evening, some high-tech wizardry (and high-powered projection systems) will wrap the castle in a huge bow, color it a shimmering gold and transform it into a backdrop for the frisky puppies from “101 Dalmatians.” Anyone who ever visited Disneyland as a kid remembers the excitement of seeing the fireworks over Sleeping Beauty Castle. You can be sure that Disney will outdo itself in the pyrotechnics department for its golden year. A new show, called “Remember ... Dreams Come True” will feature dazzling light effects, a special musical score and close-proximity fireworks that appear to go off all around the guests. Jiminy Cricket narrates the nostalgia-themed show that also features the voice of Walt Disney and a brand-new flight by Tinker Bell. The aerial acrobatics by Peter Pan’s flying friend promise to be a showstopper. “We like to call it the ultimate Disney E-ticket in the sky. The flight will reinvent Tinker Bell for a whole new generation,” said Steven Davison, creative director, Disney Creative Entertainment. In Tomorrowland, a new attraction called Buzz Lightyear Astro Blasters has already taken off. Guests pilot a Star Cruiser on an interactive mission through space, encountering green aliens and the Evil Emperor Zurg. They accumulate points by shooting down the Emperor with laser cannons. In a first-ever for a Disneyland park, an online component to the attraction will launch this summer. Players can log on at home, and take part in the ride in real time, using Web cam technology. “It’s important to keep the product relevant,” noted Bilby. She added that another online activity called “Virtual Magic Kingdom” will debut soon, allowing players to create their own amusement park. Another Disneyland favorite, Space Mountain, is getting a makeover for the 21st century, with redesigned rockets, a new soundtrack and high-tech effects. Guests will also experience a near miss with a crashing meteorite. All this sooner than expected as Disney recently announced that the ride would be open by July — four months ahead of schedule. Walt Disney once said that Disneyland would never be complete as long as there was imagination left in the world. A new exhibit, entitled “Disneyland — The First 50 Magical Years,” provides insights into the imagination, inspiration and vision that begat an empire. The exhibit, which temporarily displaces President Lincoln in the Main Street Opera House in Town Square, will include original scale models, conceptual artworks and renderings for the park, as well as a new film with the highlights of Disneyland’s first half-century. PARADES, PARTIES AND CRUISES
No visit to Disneyland is complete without a parade. For the 50th celebrations, the new “Walt Disney’s Parade of Dreams” is more like a street performance on wheels. With Tinker Bell and assorted magical cohorts in the lead car, a slew of gymnasts, dancers and trampoline artists appear on floats recreating famous scenes from “Pinocchio,” “Alice in Wonderland” and “The Little Mermaid,” to name a few. Tell your clients to keep an eye on “The Lion King” float. They won’t want to miss the acrobats twirling from the vines of a magical rising tree. The Disneyland Resort’s California Adventure park, will introduce some 50th anniversary features of its own. Most noteworthy is a new interactive parade, called, “Block Party Bash” that will place guests right in the middle of a party, before they even realize it. Guests at various locations will find themselves surrounded by music and dancing, in spontaneous “parties” lead by Mickey, Minnie, the Muppets, and characters from “Monsters, Inc.,” “Lilo and Stitch” and “A Bug’s Life.” The 50th anniversary celebrations on the West Coast aren’t limited to the Disneyland Resort. In fact, they’re not even limited to land. For the first time ever, the Disney Magic cruise ship will reposition to the West Coast from its home base in Florida. The 83,000-ton, 2,600-passenger Magic will sail 12 consecutive weeklong cruises from the Port of Los Angeles to Puerto Vallarta, Mazatlan and Cabo San Lucas, Mexico, May 28-Aug. 19. There will also be two repositioning sailings, which are scheduled for May 14-28 and Aug. 20-Sept. 3. Space on the special West Coast sailings is selling out rapidly, so agents who would like to get their clients onboard should act quickly. Combined land/sea vacations, which include a cruise on the Disney Magic with a vacation at the Disneyland Resort, are also available. AT THAT ‘OTHER' DISNEY PARK
At Walt Disney World, each of the four parks in Florida will get a premier attraction from another theme park. The Magic Kingdom, for example, will receive “Cinderellabration,” a musical coronation stage show that is one of Disney Tokyo’s favorite attractions. Visitors to Epcot will enjoy “Soarin’,” the signature hang-gliding attraction at Disneyland’s California Adventure that transports guests above the California landscape. Disney-MGM Studios will host a popular audience participation show from the Disney Resort in Paris, called “Lights, Motors, Action! Extreme Stunt Show.” And, guests at Disney’s Animal Kingdom theme park will be lucky to see “Lucky,” the green dinosaur. He’s the first Audio-Animatronics figure that actually roams around. The friendly creature will greet guests, sign autographs and laugh. Agents booking Walt Disney World Resort can take advantage of “Disney’s Magic Your Way Vacations,” which provide maximum flexibility and price-point options. “The longer you stay, the less you pay per day,” said La Tonya Stark, spokesperson for Walt Disney World Resort. During the 50th anniversary celebrations, agents can also add a dining component to packages they book. More than 100 locations at the Walt Disney Resort take part in the program, which allows guests to enjoy snacks, sit-down meals or quick service. “We believe the dining component makes the package extremely beneficial to our guests, because it gives them the advantage of paying up front,” said Stark. Another perk for guests during the 50th anniversary celebrations at the Walt Disney World Resort is “Disney’s Magical Express,” a complimentary airport transportation and luggage delivery service. Guests arriving at Orlando International Airport and staying at Disney-owned and operated hotels can proceed directly to their motorcoach transfer. Luggage is collected at the airport and delivered to their rooms, which makes for a hassle-free start to a family vacation. NEXT FROM DISNEY: “VACATIONLAND”?
Disney has recently announced some interesting news on the family vacation front. Though not tied directly to the 50th anniversary celebrations, the company is testing a new all-inclusive vacation concept called Adventures by Disney. This “story-based” guided group vacation experience will preview in the summer of 2005 with 75 test families. Local guides will provide insights and host activities tailored to the particular destination. Thus far, two itineraries will be tested: Escape to Paradise Hawaiian Adventure, which takes place on Oahu, Kauai and Hawaii, and the Quest for the West Wyoming Adventure, which takes place in Jackson Hole, Grand Teton and Yellowstone. “Travel agents are valued partners, and should we actually launch this business, travel agents will certainly be a part of it. So, stay tuned,” said Lisa Haines, spokesperson for Adventures By Disney. With this much going on, it’s best to draw inspiration from the words of Walt Disney himself, to his pixie-dust-dispensing friend: “Tink, I want you to be a good hostess. Show them everything, especially the new places.” The same can be said of a good travel agent. | Inside the Kingdom: Eight Great Disney Tips Pass On These Suggestions to Clients for hassle-free fun:
The Disneyland Hotel is best for small kids because they have three towers rather than one central lobby making it quieter when bringing sleeping kids back to the room.
Use the “baby switch pass” and Fast Pass whenever possible. (See Disney’s Web site for more info on how this works.) Check the unofficial Disney Web sites. They are loaded with detailed information. Try: MouseSavers.com, MousePlanet.com and WDWinfo.com. If staying at the Disneyland Hotel or Paradise Pier Hotel, the monorail can get you into the park faster — and you can get to Fantasyland before everyone from the main gate can get there. The Grand Californian is by far the nicest hotel at Disneyland, but it could be too nice. Some kids might prefer hanging out at the hotel to actually going into the park! During the parades, it’s a good time to eat meals or to try out the rides in Toon Town and Fantasy Land.
Good places to watch the parade: Between the Teacups and the Story Book boats there is a little area with a tree that has a small wall surrounding it. If you get there early, the kids can sit on the wall and get an unobstructed view of the parade. Also, on the steps of the Disneyland Railroad Main Street station. You can see the parade and then get out of the park quickly. When it’s hot, take a bathing suit and a towel to California Adventure. There are several places where there’s water for kids to play in — including Flik’s Fun Fair, Bountiful Farm and Redwood Creek. Redwood Creek is near the Brother Bear cave and is great for really little ones. |
| Disney Logbook: Taking the Magic Kingdom to Sea I don’t consider myself one of those Disney fanatics, but standing on the deck of the Disney Magic as it pulls away from its pier in Port Canaveral, Fla., I get it. As the sun sets and the big fruity drinks are passed out, the cover band picks up the tempo. At first people in the crowd sway self-consciously, not ready to let go. Not so with the kids, however, who are already dancing and waving their hands in the air every time the bandleader calls for it. Slowly their parents and grandparents follow their lead, and by the time the Magic clears the harbor and heads for the open sea the dance floor is a throbbing mass of bodies — grownups and children dancing together until it’s hard to tell who is having more fun. Parents are hugging their kids, and each other. They’re jumping and dancing and, well, acting like children. It’s infectious. This is what Disney does so well. It manufactures Moments. It creates a place where it’s okay for grownups to act giddy. It makes you feel like a kid again. While not every part of our cruise was as memorable as that first night, there were plenty of good times on our weeklong Caribbean itinerary. The Disney Magic is the same ship that will be redeployed to the West Coast in May, and while the ports will be different, many of the cruise highlights will be the same. One of those highlights is “Pirates IN the Caribbean,” a pirate-themed deck party. Not only do the crew members dress like pirates, but many of the passengers in the know — kids and adults — dress up as well. A high point of the party is a battle between Mickey and Capt. Hook, complete with a fireworks show. (Yes, fireworks on a ship.) I’m told, when the Magic is repositioned on the West Coast the pirate party will have a Mexican flavor. Speaking of flavor, there are three main restaurants on the Magic, and the ship utilizes a rotating schedule so that passengers get to eat at each restaurant twice during a cruise. While the food on the Magic is not spectacular (aside from Palo, the alternative dining venue, which is exceptional), the most memorable restaurant is Animator’s Palate. The first time you visit, the walls, artwork and even the outfits of the waiters change colors throughout the meal. Trust me, your clients’ kids will be talking about it for weeks afterward. Not surprising for a Disney product, the Magic truly shines after dinner, with a variety of entertainment options. Besides first-run movies (I saw “The Incredibles” at nearly the same time it came out in theaters), there are bars and nightclubs in the adults-only Beat Street section of the ship and a recently added adults-only coffee bar with Internet terminals. There are also nightly live shows for the families that live up to the Disney standard and then some. “Golden Mickeys” was singled out as one of the best shows on any cruise line, but we actually liked the vaudeville-style “Hercules — The Muse-ical” better. As many of your clients who are parents will attest, however, the best feature of a Disney cruise is the kids’ clubs. For kids under two there is a nursery providing babysitting for $6 an hour while you go to dinner or even go ashore. For ages 3-7, there is the Oceaneer Club, with games, a large slide/climbing structure and visits by Disney characters. From 8-12, there is the Oceaneer Lab, with computer games and more. Finally, for teenagers, there’s The Stack. This teens-only area seemed especially lively on our cruise — with teens and tweens seemingly engaged in constant soap operas. (And really, what could be better at that age?) In all the kids clubs, parents are given pagers so that staff can contact them if necessary. What is the result of all these options for kids? Happy parents — and happy clients. It’s enough to make one a Disney true believer. |
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