The Magic of Disney Parks

by: Lupita Carmona

For my project this term I will focus on Disney, within the company several things stand out an animation studio, focused on films; theme parks, focusing on memories that last a lifetime; weddings, focused on the aspect of happily ever after; cruises, focused on creating memories at sea while also visiting the world; disney vacation club catered to the wealthy and Disney’s version of a deeded real estate time share program; and run disney for the avid runner in the happiest place on earth. My primary focus for the Disney Company will be its theme parks.

Why Disney?

As a consumer raised on Disney movies, I was drawn to the magic at a young age. The company’s influence on consumers has been magical, and Walt Disney accomplished so much during his time on earth that, even posthumously, the company is still up and running. While the price of a park ticket isn’t the same as when it first opened, it’s about creating memories that last a lifetime. As a child, while still not a consumer myself, I had a dream that one day it would be my turn to go to the parks, and while that wasn’t accomplished as a child, it could be accomplished as an adult. A dream as an adult became reality when it was finally my turn to enjoy the magic of the Disney Parks and create memories that truly do last a lifetime. With trip two accomplished, trip three is currently under construction; it’s safe to say Disney is the happiest place on earth.

Any rivalry situations for Disney?

When one thinks of rival theme parks to Disney, there are others, such as Universal Studios Orlando and Universal Studios Hollywood. When Universal Studios expands, so does Disney. Within the next couple of years, Disney World and Disneyland will include new rides and new expansions to their already existing parks. Disney’s goal is to stick to modern-day films. For example, the Dinosaur ride at Disney’s Animal Kingdom will be getting a new ride and makeover. Dinosaur is no more, and will be replaced by a new ride based on Encanto, and the Dinoland USA is also being replaced by a Tropical Americas land. Universal Studios Orlando expanded into a new land last year, Epic Universe, bringing the total to three Universal parks. Disney will always outdo itself by bringing a new park to Abu Dhabi in the foreseeable future. Disney’s goal is to position itself as a leader in entertainment. Consumers get to the Disney Parks through the storytelling of Disney films, and they can feel the magic.

How does Disney identify its consumers?

Disney marketers pay close attention to social media and consumer needs; they are fully aware of what Walt Disney intended to convey with his theme parks. That’s about letting go and enjoying family time. The video above was used as a promotion during the Summer 2023 season. As a consumer myself, I know that because I saw this commercial with my siblings at the movies, we felt we belonged in this ad and had many memories and moments to share. All of Disney parks consumers come from different walks of life, we’ve all heard the expression that Disney caters to the 1% which does make sense given that prices are going up but I attribute that to our economy and inflation. From experience and blogs i belong to on facebook most of their consumers save for a year before making a trip.

The consumers of Disney Parks are both male and female, with or without children, white, black, Asian, Indian, Mexican, etc. What brings us together is our shared love for Disney and the magic and nostalgia the parks evoke. If we base our consumer base on how much a consumer earns per year to be considered for Disney parks, it’s between $50,000 and $100,000. Anyone earning less than $50,000 would need to save for a couple of years before they can experience the parks with their family, if applicable.

References:

(2021). Disney Parks [Photograph]. Google Images. https://www.google.com/search/about-this-image?img=H4sIAAAAAAAA_wEWAOn_ChQI-pPd3JiW5Yh4ELG4vZXbxK3pAVOUkskWAAAA&q=https:%2F%2Fdisneyworld.disney.go.com%2Fadmission%2Ftickets%2F&ctx=iv&hl=en-US&sa=X&ved=0CA8Qg4ILahcKEwjg5OGKmcGUAxUAAAAAHQAAAAAQBg

Carmona, L. (2024). Goofy and Girl [Photograph]. Personal Image.

[ReelChicago Reel360]. (2024, October 8). Disney asks “What is your favorite memory at Walt Disney World?” [Video]. Youtube. https://www.youtube.com/watch?v=1Cnn0tGAeRg