Expensive misfires like Harmonious, Enchantment, the Starcruiser and even the NBA Experience illustrate how this company not only fails to understand its audience and business, it doesn't understand how IP can be used to enhance it either.
Leveraging IPs for a hospitality experience involves more than just slapping a brand on a building. The core experience has to deliver on what it promises. This is true whether we're talking about a hotel, a restaurant, a show or a ride. People have to feel what they're paying or waiting for lives up to their expectations. A hotel room with a bathroom that doesn't function for a family of 4, can't be saved by pictures of characters on the wall. A show that drags on and doesn't wow its audience can't be saved because it has a recognizable song half-way through. A ride won't be popular if it looks cheap and struggles to accommodate more than 1,000 people an hour.
This is where we're at with the company now. The people in charge are so out of touch with their hospitality business they not only blow money by failing to make timely and effective decisions, they don't know what to do with a hit movie when it lands in their lap. It's why we get reskins and not expansions. It's why it takes forever to build anything. It's why even no-brainer, sure hit concepts fall flat.
The company and its fans can spin all they want about how busy the parks are and that must be proof management is making the best decisions, but the cracks in the façade have been showing for a while now and its getting to the point where even casual observes are noticing. The "rare misfire" of the Starcruiser, is not so rare of late.
They want to use streaming analytics to inform park investments? Sure, they can do that, but it's no substitute for adequate training, industry insight, creative thinking, investment management or basic guest satisfaction. Until the company and its shareholders realize that, it won't matter how many Moana or Zootopia additions they build. They'll still end up playing shell games with pricing, marketing and operations to cover their underlying issues.