Talking Disney with Dr. Richard D. Waters

         Dr. Richard D. Waters is more than he seems.  This mild-mannered (maybe...you would have to ask his students) professor spends part of his holidays moonlighting as an employee…excuse me, cast member at the Wonderful World of Disney.  To hear Waters talk, his seasonal position working at Disney’s Tower of Terror is the highlight of his year.  Dr. Waters spent some time speaking with our Disney Studies class last week, and shared several of his insights into the Magic Kingdom.

          When asked for an example of a Disney decision that he disagreed with, Dr. Waters didn’t hesitate to throw Disney’s MagicBand technology under the bus.  While many customers, err, guests enjoy the convenience of the wearable wallet that is the MagicBand, others find its tracking of their movements to be intrusive.  But after such a huge expenditure on development and marketing, guests are certain to be gifted with the silicone babysitters for the foreseeable future.  You can go here to read about some of the pros and cons associated with the MagicBands, and see how they may affect your next visit.

Personalized Disney MagicBands, www.magicmemoriesmayhem.com

          Dr. Waters also provided our class a view of Disney from the cast member perspective.  With over 70 thousand cast members on board in a season, Disney has made use of the internet and social media to keep things running smoothly.  Cast members can use a private Facebook page to give away or pick up additional shifts in the park.  The Hub serves as Disney’s intranet, not just for its theme parks, but for many other Disney owned subsidiaries as well. The park's internal newsletter, Eyes & Ears, keeps cast members up-to-date on news and events that are important to the company.

 

1982 edition of Eyes & Ears, for sale on etsy.com

          Another Disney phenomenon Dr. Waters discussed was the massive sub-culture of Disney fans and fanatics.  Where Disney once threatened individuals who were outspoken about the company or who attempted to recreate its characters in any manner, the company now embraces these individuals as part of its participatory culture.  Websites abound, dedicated to Disney as a whole, or often to a particular theme, story, character or attraction.  One example is the site doombuggies.com, where fans of the Haunted Mansion ride go to share their excitement, terror and fanaticism. Other fans have shown their Disney dedication by assembling fashion ensembles that recreate characters from their favorite Disney stories.

Ariel-themed outfit, pinterest.com

          Overall, our discussion with Dr. Waters hit home the idea that the world of Disney stretches far beyond what most casual fans would ever have imagined.  And whether you fancy yourself a mouse, mermaid or magician, you can find a Disney community that will embrace you and all your geekiness with open arms.  What Disney story, character or attraction inspires you?

          

There have been many important milestones in Disney’s rise to the pinnacle of entertainment history.  I believe the first major event was the release of “Snow White and the Seven Dwarfs.”  The company’s first animated feature, “Snow White” was so over-budget that many considered it a tremendous mistake.  The film proved the naysayers wrong by raking in $8.5 million in its first three months at the box office (Wasko, 2001).  The profit from Snow White helped Disney begin a major growth spurt.  A second important event in Disney history was the government work undertaken by the company during World War II.  This work, while not a financial windfall, sustained the company through a time that might otherwise have proven financially disastrous.  A momentous change in Disney’s timeline occurred when Roy Disney stepped aside and allowed Frank Wells and Michael Eisner to helm what would be one of the greatest decades in Disney history.

 History Channel Magazine, Cartoons of WWII

When viewing the documentary “Waking Sleeping Beauty,” I was surprised to learn that the animation department had ever been treated as Disney’s redheaded stepchild.  Growing up on Disney’s animated films, I would never have imagined that the animators were ever treated as less than artistic royalty.  While Disney has had many other types of successful productions, the animated features have always, in my mind, been the mainstay of all things “Disney.”  Disney executives seem to have realized the true value of animation when they maneuvered to bring Pixar into the Disney fold in 2006.

There are many keys to Disney’s success, but I believe the foremost is the company’s belief in diversification.  Disney has managed to obtain a piece of every entertainment-related pie imaginable.  With communication venues from T.V. to radio, print to cable, it is a simple matter for the company to cross-market itself and cross-merchandise its products.  I believe this diversification provides Disney with a degree of independence that sets it apart from other companies.

As for where I see the Disney company in 10 years…I would like to believe that Disney will still be the pinnacle of American entertainment that it has been most of my life.  I have read some things lately that concern me, however.  One article in the New York Times tells that Disney has fired a large number of workers, and replaced them with foreign workers.  To add insult to injury, the outgoing employees are expected to train their replacements.  I think that this type of corporate behavior could seriously backfire on Disney from a public relations point of view. 

It’s difficult to say which of Disney’s varied properties might be its most valuable.  The theme parks are undoubtedly a huge source of ongoing revenue for the company.  But a huge source of income continues to flow from the vault of Disney classics, which are new again for each generation of children. These films, their beloved characters, and the multitude of licensed products they inspire surely provide Disney with an enormous and continuous stream of income.  The greatest source of profit for Disney today may be the vast number of media outlets the company controls.  Disney owns a multitude of radio and television stations, as well as print media. 

  Statista.com

Despite its economic stronghold and dominance of the entertainment industry, Disney does experience its share of challenges.  A recent outbreak of measles was traced to an infected visitor in a Disney theme park. This finding sparked major concerns about contagious diseases finding their way across American borders via international visitors.  The constant threat of domestic and international terrorism must be carefully considered and plans put in place to ensure the safety of theme park visitors.  Lastly, the company should carefully consider the potential fallout from replacing American workers with foreign labor.  Disney has long been considered as American as apple pie, and decisions like that may seriously backfire on the company in the future.