Not to detract from OP's question about 1st time visitors, but it made me think: I bet it must be challenging for WDW (and for cruise lines too) to prioritize and manage guest expectations regarding special occasions.
Many people probably plan their WDE trip precisely BECAUSE they are celebrating a milestone...and how do you as the company recognize them and make them feel extra special compared to an ordinary visit, while at the same time, doing that for tens of thousands of other guests who feel THEIR event is equally as special?
If there are only so many coveted upgrades, does it go to grandma and grandpa celebrating their 40th anniversary or to that young couple on honeymoon - if both ask? The daughter's sweet 16 is very special to her parents. A 50th birthday is a really big milestone...but what does that make a 75th birthday?
I think it was probably easier to surprise and delight people 15 or 20 years ago...it didn't take as much. A card in the room and a balloon was an unexpected treat that made us smile. Now I think many folks (
not saying anyone here!) would be disappointed that this was "all" they got. I'm guessing a lot of people today visit with a little bit of an expectation that "hey this is a big milestone for us....what kind of free perks can we get?" Or worse...they hear that someone else received something, so they actually lie about having an anniversary or other event to get the same thing. (Again...NOT referring to anyone here at all! Don't flame me!
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Companies had to rein in their generosity a bit more in recent years, not just for cost-cutting, but also because every time a goodwill perk is given, they risk it being publicized for millions to see on social media (who will then all expect to get it themselves). The most equitable solution is to charge for "special occasion" packages...so no one can complain that they missed out on something another guest got.
I read this a lot on cruise forums: passengers returning from cruises complain that nothing "special" like free dinners, bottle of wine or other treats were given for their birthday or anniversary event.