On Friday I wrote about how Disney kidnaps guests, not releasing them until they are safely on Disney property, away from distractions and competitors. My original email is below in case you missed it.
Over the weekend, I got an email from DSNi Inner Circle Member Michael Hienzsch asking my opinion about Disney's decision to CANCEL the Magical Express.
Yep, at the end of 2021 Disney will no longer offer the service. Let meander through my answer to Michael.
Why would they do this? Especially after all but guaranteeing guests arrive and stay put.
One could blame the ride sharing apps like Uber and Lyft. No need to cram on a bus that might take 60 -90 minutes to get you to your resort. You see, the busses make several stops at different resorts.
One could also blame Mears, the transportation company Disney contracted to operate the buses in the system.
In speaking to a couple of the Mears bus drivers, both stated that Disney no longer wanted the headaches and problems that Mears caused to their guests.
The bus drivers were not Disney employees, but employees of Mears. They drove buses emblazoned with Disney characters and the Disney name.
Any time there was a problem on the bus (lost/damaged luggage, cranky driver, etc) Disney got the blame. And Disney many times had to compensate guests for their inconveniences.
Word has it, Disney was fed up with Mears.
But it comes down to this. Disney could not control the experience.
They were hoping Mears was up for the challenge of creating a seamless experience for guests.
Evidently not.
The two bus drivers also said that Mears will continue the service, just
not under the Disney name.
But here is the crux of the matter: Any time Disney has tried to offer a service outside of the environments they control (theme parks, resorts, cruise ships, Disney+) it has been a struggle.
The Disney Store, of which there are 330, struggled for two decades.
The retail operation was a difficult one to sustain. While the sales at stores were strong, the costs to maintain the stores was outweighing it all.
It was not until 2008 (20 years after the first store opened) that Disney got serious about the stores. So serious that they brought in Steve Jobs. Yes, that Steve Jobs from Apple.
Jobs became a shareholder with immense power when Disney bought Pixar back in 2006. Disney CEO Bob Iger recognized Jobs’ knack for creating an effective retail operation when he started the Apple Store in 2001. Jobs wanted the new Disney Store (which he wanted to rename to “Imagination Parks”) to be very similar to what customers at Apple Stores were doing – trying, touching, experiencing, and learning about products with that Disney magic, of course.
Geez... Why didn't Disney think of that?
The new stores were designed around the Disney experience like you would see at Disney’s theme parks, with a castle in the middle of each one and where each corner of the store was dedicated space for products from a certain movie or character. Additionally, Disney incorporated a handful of interactive elements like mini-theaters that played Disney movies and special store opening “ceremony” that happened right at the opening of each store everyday.
The stores even have a 3:00 o'clock parade.
To wrap this all up with a nice little bow....
I am sure there are a myriad of reasons why Disney is stopping the Magical Express service. It could not have been done lightly.
I also know that Disney prioritizes Courtesy and Show over profits. If they could not control the show or how guests were treated on the buses, they did not want to do it.
Also knowing Disney... I am sure they have something else up their sleeves that will be rolled out.
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As I have mentioned, I just got back from conducting one of my boot camps at Walt Disney World.
And when I visit Disney, I always take advantage of the "fre.e" shuttle service. I say fre.e because you are paying for it some how with park tickets, resort fees, etc.
But do you think that the Disney Overlords are doing this just to add a nice service to please the guests?
Um... No.
This is Disney's sneaky and masterful way to legally kidnap you and whisk you from the airport to your Disney resort.
There are no stops along the way.
- Get off plane
- Get on bus
- Get off bus at Disney
No stops to pick up snacks or a 6 pack of your favorite suds..
No rental car.
No chance to drive by Sea World, Universal or any other number of tourist traps.
Just you and your money (and family) on a bee line to the park.
Disney does not want you to be distracted by their competitors. They want you (and your money) all to themselves.
You are being held hostage and the happiest place on earth. And no amount of ransom paid to the bus driver will release you.
And once you are on the Disney property, they give you no reason to leave.
- Hotel, yep they got 'em
- Restaurants, check
- Theme Parks, yep
- Shopping, heck the whole place is a shopping mall in disguise
- No need for a car, Disney's transport system will take you where Disney's wants you to go.
Once you are there, there is no reason to leave.
What does Disney's bus service have to do with your business?
All together now... EVERYTHING!
How can you adapt this strategy in your industry?
How can you make sure that your clients and prospects see you and only you?
Can you devises a system to whisk them from initial phone call or consultation right to the sale and not even let them see the competition?
How can you create a path that leads to you, making the competition irrelevant?
Examine your funnels, pathways and conduits to you. Do you have any leaks? Are there things that can distract your prospect and prevent the sale?
I have heard of barbers and restaurants sending private cars or limo's to pick up clients, thereby reducing cancellations and no shows.
How about you?