So how does Bob Iger see the parks when he goes?
I go there and I marvel at how many people are there having the time of their lives. You just get the sense that in a world that can at times feel dark and as sinister as it is, these are people that have escaped all of that. They have spent time and good money, I will say, to provide themselves and their friends, their family, their loved ones, an experience that not only is going to make them feel good, but that they’re going to remember forever.
“Good money” indeed. That may be the only true thing in he says. Do you notice that the premise of this vacuous quote is his shock and “marvel” at people liking Disney parks? He also indulges in a classic trope about theme parks being meaningless escapes. Instead of being great stories that can educate and provide hope, theme parks are about “escape.” Nice.
What about his favorite ride?
“I happen to love Pirates [of the Caribbean]. It was the last attraction Walt was really involved in creating. He died just before it opened. And you go and you think, this is just silly, but it’s great.”
Notice how this is actually a jab. Of course he goes and thinks “this is just silly...” He subtly slams Walt Disney’s creation.
“You look at Main Street and you look at kids meeting Mickey. I love it because of what it means to people. I don’t go thinking, “Wow, look what we’re charging for these churros. Isn’t that great?””
Notice he doesn’t say he likes it. No, he likes it because “people” like it. Also, the fact he brings up the churro price means he does think about churro price. Which is odd.
How do Iger and his family experience the parks? Do they wait in line like all of us?
“It’s different for them, I will admit. They don’t wait in line.”
Nice.
How does Iger view other classic Disney attractions?
”The acquisition of these brands and the creation of intellectual property behind them have had a tremendous impact on growing our returns at the parks. When you have Star Wars to market at the parks...Avatar is a good example, Cars Land, we’re building a Frozen land in [Hong Kong, Tokyo, and Paris parks], the interest among the potential audience is higher. It’s not like, “Well, I’m going to ride some nondescript named coaster somewhere that maybe is like, maybe is in India or whatever.” No, you’re going to Arendelle and you’re going to experience Frozen with Anna and Elsa. Or you’re going to fly a banshee into Pandora. Go to Cars Land. We built Radiator Springs. You’re with the characters in that town.
....
People are coming not just to visit a theme park, they’re coming to experience the stories and the characters, the places, that were part of the movies they loved.”
Not just to a theme park. Who would want to go to just a theme park? He slams Expedition Everest and praises Frozen Ever After.
This disdain for theme parks follows to Bob Chapek.
“And that’s why we have a franchise orientation, and frankly, that’s why the Walt Disney Co. far and away outperforms all of our peers.””
What a sad reason to be “outperform.” Not because of storytelling or service. The cast member and imagineering organizations have been poorly managed and gutted. Things like value or creating a great experience don’t matter. That was how Disney used to differentiate their products. Now they create attractions like Alien Swirling Saucers. Any attraction with a superficial tie to a franchise is seen as an acceptable “Disney” ride.
These guys are maddeningly frustrating.
