It’s not quite six months into 2013, and we, as Disney Park fans on the east and west coast of the United States, have been treated to quite a few doses of “Limited Time Magic.” Some, have been incredible successes, as judged by Disney social media fans and critics. Others, have gone by with little fanfare or appreciation. What sparked my desire to write this post was the most recent installment of Limited Time Magic: Disney’s Hollywood Studios “May the 4th Be With You” event, celebrating Star Wars Day as it has come to be known. This was, without a doubt, the greatest Limited Time Magic event to date, in my opinion. But why was this day such a success?
Well, let me first note that some of the past Limited Time Magic days have also been well-received; Long Lost Friends Week both at Magic Kingdom and Disneyland was lots of fun, True Love Week was also a unique experience, the Easter Week egg hunts were a great success as well. Other offerings of limited time merchandise, ear hats, t-shirts etc. may have been a fun addition, but certainly not to the extent that these other events have been. What’s the magic formula? And more importantly, what can Disney DO with these experiences to improve future park experiences for guests?
In my personal opinion, I think something like May the 4th is 10 times more successful than Long Lost Friends Week, where guests may have been excited to see old characters, but really it created long lines and offered little more than a photo op and a souvenir autograph card. Fun, but not amazing. The special Limited Time Magic songs that have been created for Long Lost Friends Week and True Love Week were nice, but seemed a bit forced vs. just letting the experiences speak for themselves. Would these weeks that involve character meet and greets work if the characters were just roaming the parks as they did on May the 4th? I’m not sure, certainly I’m no expert in park logistics, but why not give it a try? I think guests would be surprised and delighted by the experience. Part of what made the Easter Week egg hunts so fun is the community aspect of interactivity. Groups of folks were all searching for the same things, finding fellow guests along the way to share experiences with. Who doesn’t love a good scavenger hunt?
Which brings me to my next point, what can Disney DO with all of these experiences? Will they end after this year is up? Will we never see a “Long Lost Friend” again now that that week is over? Will Disney stop creating unique new dessert or dining options because this campaign has ended? I certainly don’t think so on the food side of things. Disney fans are so on top of any new cupcakes or other desserts that come out and I think that will always be a way to excite guests and create buzz. But what about the rest of the park experiences?
Seeing fireworks over Disney’s Hollywood Studios was in a word, spectacular. The Star Wars music and amazing fireworks were the perfect mix. They put a smile on my face and made me proud to be a part of this Disney community, experiencing this special event first-hand. Would they be less special if those fireworks happened every Star Wars Weekend? I don’t think so. I’d definitely stay in the park later, and more than likely spend more money on food, drinks, or merchandise because the park was open later. And after seeing those fireworks, I would most assuredly make a special trip back to see them again. I’ve missed Sorcery in the Sky and I think a fireworks display is just what that park needs. Every other weekend? Once a month? I’ll take it!
These are the moments that make great vacations. These are the moments that create memories and cause little kids and grown-ups alike to go back home and spread the gospel of Disney out amongst their friends and family. I can just picture it now, a little boy or girl saying to their friends, “And then, a Stormtrooper walked right by me and stopped and we battled with his blaster and my light saber!” (or a grown up telling his or her friends the same thing 😉 ) Is that memory not so much more powerful than “and then we stood in line and got a photo with the three little pigs.”? Sure, that photo may be a treasured memory, but the former experience was an active memory rather than a passive one, which put the guest in the middle of the story. It wasn’t planned, it wasn’t staged. It was a spontaneous moment and exactly what makes Disney so magical.
My hope is that Disney takes these Limited Time successes and translates them into changes across the parks. Spontaneous character interactions should be the norm, not a one-time experience. Getting the community to rally around a show or fireworks IS possible if it’s done right.
Seeing the Dapper Dans sing boy band songs, while amusing, isn’t something that will create memories that last a lifetime. In fact, if such a big deal hadn’t been made of the Dapper Dans singing boy band hits prior to that week, it probably would’ve had a much bigger impact. I could see a much bigger buzz having formed around a spontaneous rendition of “Bye, Bye, Bye,” with viral video happening and social media channels reposting all over the place. But knowing it was coming, it was just like, “Oh, ok. Cute.” At least that’s how I saw it.
Having a new set of ear hats, while cool and fun, isn’t what will form the moments that make lifelong Disney fans and guests. Keep ’em coming, the designs are great. But don’t call them “Limited Time Magic” when we all know they are just new merchandise for us to buy. (And don’t get me wrong, I LOVE merchandise. It’s where I got my start with Disney, selling merchandise on Main Street, U.S.A. – and some of the new t-shirt and other designs have been absolutely fantastic lately. But keep it separate from something that’s meant to create excitement about the parks themselves.) Keep the “magic” alive by not watering it down with experiences that happen every day anyway. Characters roaming through a park without a line to stand in? Magic. Fireworks in a park that never sees them? Magic.
I know Disney has it in them to translate these limited moments into future guest experiences that create lifelong Disney fans and supporters. I hope the decision-makers take a look at what the response has been and work on ways to make Limited Time Magic a little less limited and a little more magical. I had such a wonderful time at the May the 4th event, it made me super excited for Star Wars Weekends, but I hope some of that intimate, community feel of May the 4th can translate into not only Star Wars Weekends, but the rest of the parks as well.
What are your thoughts? What have your favorite Limited Time Magic moments been and what would you most like to see in the future?
