My family and I made a trip to Disneyland in February. We enjoy Disneyland in part I believe, because of their business model. Even if you aren’t consciously thinking about it their business model is at work making your visit as memorable as possible.
First, Disney’s vocabulary is specific to the park and makes you feel like you are someplace out of the ordinary. When you come to the park you are called guests. Employees are cast members and when at work they are “on stage”. Back where the guests aren’t allowed is called backstage. The fact that the cast members are dressed in costume, each of which is specific to their area of the park, is another feature that adds to the overall ambiance.
From the time you walk into the park you are greeted with friendly expressions and treated like you belong. You feel like you are part of a family, as if you are part of what makes Disney great. Cast members are friendly and accommodating, always willing to help. The atmosphere is almost palpable. Everything they do is to make your experience memorable and to make you feel like you are connected with and to the park.
Celebrating special events is one of the greatest ways that they have to bond you with the park. The more special occasions whether birthdays, anniversaries etc. that you celebrate at the park the more you will wish to return to relive those memories. We celebrated my son’s birthday while on this trip. Monday we stopped at “guest relations” and got him button that said happy birthday. Every cast member we saw then wished him a happy birthday. Even random guests participated by wishing him a happy birthday as we walked around the park.
The park is well organized and clean. As a veterinarian I am very sensitive to smells in the work place. Not only does Disneyland not have unpleasant odors it has a pleasant and comforting smell. Churros are cooking all over the park and who doesn’t love the smell of cinnamon and sugar. Not to mention Main Street with a bakery and ice cream parlor with freshly made waffle cones. California Adventure also has its share of strategically located eateries with their magnificent aromas.
Even though the first park was opened in 1955, Disney still demonstrates a creativity that prevents the experience from getting old. New areas and shows are continually being added. For instance, California Adventure has a new light show at Paradise Pier and they are remodeling multiple areas of the park.
Everything in the parks is designed to make you happy and to feel good about being there. They want you to leave happy, with warm memories, and already planning your next visit. The bottom line is that every time you leave Disneyland you want to come back. What would happen in our business if everyone who came in wanted to come back? In addition to increased success we would enjoy going to work every day and who couldn’t benefit from that.