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otte van Keulen pres harl ents C

Internship Report 2017 Name: Charlotte van Keulen Student number: 220314 Study: Communication - Internation Event, Music and Entertainment Studies University: Fontys Academy for Creative Industries Class: CO3F Course code: 25XMIC626A Date: April 3, 2017

Internship: World Orlando, Florida - The of America Job assignments: Food and Beverage, Attractions Internship Supervisor: Ms. Gaby Crucq-Toffolo preface Dear Reader, This internship gave me so much experien- out the base for this paper and what I have ce these six months, I made new friends all done wrong and have to do better. For her This report is part of my graduation of my over the world, I learned how to handle the guidance and always have a quick reac- study Communication International Event, American work system or actually, the Disney tion on my e-mails Also Marli Fonken, who Music and Entertainment Studies in Tilburg. working system and this experience helped helped me stay calm and objective of the The research for this report is carried out at me to evolve my second language, English. paper. I could not have done this past half- all four ’s parks. I know more what I want to do with my future year without her. She made me laugh, she and can use this experience in my current made me cry or we cried together. We hel- Looking back to this whole experience is work environment. I know more about myself ped each other transition from 40 degrees emotional but fun because you can see and learned more about myself. I have lear- celsius to -10 degrees celsius. Of course, the what you did in the six months you spend ned to not be pushed around anymore and rest of the ‘Dutchies’ helped me through this there. Afterward, I learned a lot from my speak out. I know better who my friends are, past half year as well, but more on a social peers and colleagues and I did not know old and new. level, having fun and for helping each other it at the time, but it was an emotional roller- in ups and downs. coaster with many happy tears! At the time Some people ask me if my Disney fever has I did not like the jobs I had to do but now I been cooled down. Short answer? NO! It I hope you enjoy reading my report. am back in the Netherlands I miss it so much has become worse, I know so much more and would rather do that than go to school. about The Walt Disney World and . I drive people nuts with my My internship started on July 11th, 2016 and Disney quotes and Disney songs. ended January 5th, 2017 and this paper has to be finished on January 23, 2017. The Special thanks to my supervisor, Gaby Have a Magical Day! resit for this paper is on April 3, 2017. Crucq-Toffolo, for helping me out with figuring "We didn't even realize we were making memories. We just knew we were having fun." — Winnie The Pooh Content Chapter 1. Chapter 4. 1.1 Learning goals Pag. 3 4.1 Introduction Pag. 29 1.2 Competences Pag. 3 4.2 Quick Service Pag. 31 1.3 Contract Pag. 3 4.3 Table Service Pag. 35 1.4 Products Pag. 4 4.4 Character Dining Pag. 39 Chapter 2. 4.5 Conclusion Pag. 44 2.1 Walt Disney Pag. 7 Chapter 5. 2.2 The Walt Disney Company Pag. 8 5.1 IAAPA ATTRACTIONS EXPO 2016 Pag. 46 2.3 Walt Disney World Resort Pag. 10 Chapter 6. 2.4 Guest & Hospitality Service Pag. 12 6.1 Plan of action Pag. 52 2.5 Infographic Pag. 14 6.2 STARR-reflection Pag. 54 Chapter 3. 6.3 Bibliography Pag. 58 3.1 Main Street USA & Town Square Pag. 18 6.4 Attachment Pag. 59 3.2 Facts Pag. 18 3.3 Architecture Pag. 19 3.4 Analyse Immersive Worlds of Scott Lukas. Pag. 23 HAPTER C 1 1.1 Learning goals Pag. 3 1.2 Competences Pag. 3 1.3 Contract Pag. 3 1.4 Products Pag. 4

1 “Laughter is timeless, imagination has no age, dreams are forever.” - Walt Disney 2 1.1. Learning goals NUMBER FOUR. LANGUAGE SKILL 1.3. Contract A fourth learning goal is to improve my NUMBER ONE. DISNEY EXPERIENCE English language skills. It is really important In March we got our contract from The Dis- One of the things I want to learn at this for me I know how to speak and write fluently ney Company with our responsibilities and internship is how Disney treats the guest, “the English and without making mistakes. job assignments. Disney experience”, which to my opinion is the driving force behind the Disney Theme NUMBER FIVE. WORK EXPERIENCE ATTRACTIONS Parks. I think that is what it is all about in my The last learning goal for me is working in study Communication. I want to learn how an environment with all the small details to Attractions Cast Members will be working in Disney built a customer experience, how to proactively prevent problems or issues that one of our theme parks, water parks or the maintain it or make it grow. bother our guests. area. Responsibilities may include: Loading and unloading Guests from NUMBER TWO. THEME PARKS 1.2. Competences an attraction; operating sophisticated ride Another learning goal offered at this in- systems; memorizing and delivering lengthy ternship to me is the opportunity to learn THE COMPENTENCES OF CO - IEMES narrations on a microphone to large groups; more about the work behind the scenes at 1. Entrepreneurship monitoring Guest flow and providing a safe the theme parks something I always have 2. Market Research Guest experience; assisting with audience dreamed of. 3. Business and environmental analysis control, including during parades; cleaning a. Disney corporate strategy ana- areas surrounding attractions; working with NUMBER THREE. COMPANY lysis + infographic ®, the ticketing distribution system For me it is interesting to learn the differen- 4. Strategy and policy that confirms attraction ride times; greeting ces between an American company and 5. Planning and implementation all Guests who enter the park and valida- a Dutch company and the working relati- 6. Communication ting their tickets; selling various ticket media onships in the staff structure. 7. Marketing Communications at our water parks, Disney Springs, or ESPN a. Immersive Worlds in creative Wide World of Sports Complex; using com- report puterized ticketing systems; strong know- 8. Leadership and Management ledge of Walt Disney World Resort ticket media; cash handling - both manual and using computerized registers; cleaning main 3 entrance areas; standing for extended peri- 1.4. Products ods; and working outdoors. REPORT QUICK-SERVICE FOOD & BEVERAGE My report will include an action plan, reflec- tion report, assignment report: Disney cor- Responsibilities may include selling food & porate strategic and infographic; Immersive beverages at outdoor carts and/or indoor worlds; and individual assignment in-depth restaurants; taking & filling orders; multi- tas- analysis that is based on a specific theme king; preparing & assembling food items in a park theme. kitchen area, including the use of a fryer, grill, broiler, & other industrial cooking equipment; BLOG cash handling - both manual & using com- Before I left for Orlando, I knew I wanted to puterized registers; bussing tables; cleaning keep up a blog with all of my adventures kitchen & counter equipment; emptying trash and experiences in the theme parks and cans; dispensing & selling alcoholic be- outside of the theme parks. Also, I have a lot verages; setting & stocking tables; working of footage of theme parks and other ad- outdoor carts & in restaurants; heavy lifting; ventures I filmed. pushing heavy carts; working with cleaning LINK BLOG - http://charlottevkeulen.reislog- chemicals; working independently or as part ger.nl of a large team; standing for extended peri- LINK VLOG - https://www.youtube.com/chan- ods; and working outdoors. nel/UCFY4nWc3gdbq_WU3g0iIfzQ

4 HAPTER C 2 2.1 Walt Disney Pag. 7 2.2 The Walt Disney Company Pag. 8 2.3 Walt Disney World Resort Pag. 10 2.4 Guest & Hospitality Service Pag. 12 2.5 Infographic Pag. 14

5 “Remember, you’re the one who can fill the world with sunshine.” - Snow White, Snow White and the Seven Dwarves 6 2.1. Walt Disney greater modifications as audiences’ tastes 1952 Walt Disney establishes WED enterprises. changed, adding romance, glamour, and hu- 1955 (Anaheim) opens. mor”, says Veness (Veness, 2015). As the stories 1964 Mary Poppins; most successful live-action This chapter is made an internal analysis to de- changed with time so did the ways For Disney feature film. scribe the current situation of Walt Disney World Imagineers to tell their stories. The resources 1971 Walt Disney World opens. Orlando, Florida. The internal analysis provides grew more immersive, but one thing remained, in 1982 opens. insight into the organization of Walt Disney Wor- enhancing the experience no detail was spa- 1983 opens; first Internatio- ld Orlando, Florida. red. Little hints to the Imagineers who designed nal Park. the park and attractions can be found throug- The begins broad- When entering Walt Disney World theme park hout their creations. There are also references casting. you will see an empire of fantasy, adventure, to world history and Disney history in the parks 1984 Splash; first Touchstone film. discovery and magic. Each land and attracti- (Veness, 2015). 1986 Walt Disney Productions changes to The ons have many layers, tales, and unforgettable Walt Disney Company. stories. The small details of every story are what 1923 Walt began producing Alice Comedies. 1987 First opens. Disney makes Disney, the details make the stories First year of The Walt Disney Compa- 1992 opens. compelling and completely believable. Not ny (Disney Brothers Cartoon Studios) 1996 Disney merges with Capital Cities / ABC. many guests stop and notice the obscure de- 1928 Steamboat Willie; first animated film to 1998 Animal Kingdom opens in Walt Disney tails and will walk by them all day long (Veness, Mickey Mouse and to feature synchronized World. 2015). sound. 2005 opens. 1932 Flower and Trees; first full-colour cartoon 2006 Disney purchases Animation Studios. “It all started with a mouse” – Walt Disney and also Academy winner. 2009 Disney completes its acquisition of Mar-

1937 Snow White and The Seven Dwarfs; first vel Entertainment. In 1937 Walt Disney began his animated movie feature-length animated film. 2012 Disney completes its acquisition of Lu- empire with Snow white and the Seven Dwarfs. 1940 Walt Disney Productions issues its first casfilm. This is one of the fairy tales by the Brothers stock. 2016 opens. Grimm collected from all across of Europe. The Disney Studios moves to Burbank, (The Walt Disney Company) Most fairy tales they collected were too dark, California. graphic and gruesome to use, so they changed 1950 Treasure Island; first completely live-acti- them in more suited stories with obvious moral on feature. lessons with a little spark. “Walt Disney began One hour in Wonderland; first televisi- telling the stories in his movies and theme parks, on show. his animators and designers employed even 7 MICKEY MOUSE 2.2. The Walt Disney STRATEGIC In 1928 Walt Disney created Mickey Mouse Disney’s leadership focuses their strategic after losing Oswal the Rabbit. Mickey Mouse Company direction for The Walt Disney Company on appearance was created simple with his round generating the best creative content pos- black ears, spindly legs, roly-poly body, black MISSION sible, fostering innovation and utilizing the nose and a mischievous grin. He resembled in The mission of The Walt Disney Company is latest technology, while expanding into new many ways as Oswald. On November 18, 1928 to be one of the world’s leading producers markets around the world (The Walt Disney he made his official screen debut in Steamboat and providers of entertainment and informa- Company). Willie, a short cartoon. This made November tion. Using our portfolio of brands to diffe- 18, 1928 the official birthday of Mickey Mouse. rentiate our content, services, and consumer Steamboat Willie was the first cartoon that was IDENTITY products, we seek to develop the most synchronized with sound-specifically, squeaks, “Where Dreams Come True” (The Walt Dis- creative, innovative and profitable enter- whistles and music. This was possible because ney Company). of new sound technology and Walt Disney him- tainment experiences and related products self was the voice of Mickey until 1947 when Jim in the world (The Walt Disney Company). TARGET AUDIENCE Macdonald took over and eventually Wayne The main target of Walt Disney World is a Allwine in 1983. VISION family with young children (Pride & Ferrell, According to Robert A. Iger, chairman and 2015). In the beginning, Mickey Mouse was a bit of chief executive officer of The Walt Disney a rascal, he teased animals, played practical Company, the three fundamental pillars of BUDGET jokes on other character and pursued his love The Walt Disney Company are generating In 2016 Walt Disney Company invested 1,4 interest, Minnie. Not everyone appreciated his the best creative content possible; foste- million in parks, resorts and other property naughty behavior and a lot of angry letters ring innovation and utilizing the latest tech- (The Walt Disney Company, 2016). convinced Disney that Mickey had to be kinder nology; and expanding into new markets and gentler. That’s when Walt Disney made him around the world (The Walt Disney Compa- a polite, gracious, agreeable Mouse as we STRUCTURE ny). know him today. The Walt Disney Company has 185,000 employees. Hereby is The Walt Disney Com- Mickey’s first merchandise came in 1930 and he pany number 8 on the list of World’s Most continued to appear in more than 100 car- Valuable Brands (The Walt Disney Company, toons. (Stein, 2011) 2016). 8 CORE VALUES The core values of Walt Disney World are safety, courtesy, show and efficiency, better known as the Four Keys (Campbell, 2016). The Walt Disney Company

Figure 2.1 Figure 2.2 shows the many layers of the Walt Disney Company like the four media net- works, the four consumer products and me- dia businessess and ten studio entertainment the Walt Disney Company owns. Also the ten parks and resorts all over the world of the Walt Disney Company (The Walt Disney Figure 2.2 Company)

9 2.3. Walt Disney World the world. In 2009 became number one theme park destination in the Resort world.

Walt Disney had a vision for the Disney’s EPCOT Florida property, it was intended to be a EPCOT is short for Experimental Prototype Disneyland-type theme park as well as a Community of Tomorrow and was meant futuristic community where people could live for people to work, live and leisure in one and work. Now, the Walt Disney World Resort place with all kinds of cultures. EPCOT ope- has four theme parks, more than 25 hotels, ned on October 1, 1982. To get there you two water parks and a shopping and enter- can take the monorail from Magic Kingdom. tainment district (Stein, 2011). EPCOT is divided into two sections Future World and World Showcase (Stein, 2011). THEME PARKS You have Future World East, the world of innovations, and Future World West, the MAGIC KINGDOM living world. The Innovention Plaza’s Fountain Opened on October 1, 1971 and is the of Nation or Fountain of World Friendship, first of the four Disney parks. Walt Disney be- as a gesture of peace and togetherness gan purchasing land for a new theme park a gallon of water from rivers and bodies of and ended with 30,000 acres of land. The water around the world has been added to Walt Disney Company got the Florida go- the fountain on opening day. World Show- vernment to agree that they would their own case has eleven pavilions that represent a utilities district and administer zoning laws country and also has country representati- within the property. Walt Disney World cost ves working in the pavilions. Originally U.S.A. $400 million to build and is over five times pavilion with Mexico and Canada borde- the size of Disneyland. The park mostly relied ring on each side were placed at the front on the media to get the public interest, but of the showcase. Eventually, it was decided later they started to rely more on advertising that America should be host to the World not only in America but also in the rest of and that is why the pavilion now is centered 10 in the back (Veness, 2015). Safari ride, guests are transported by truck was operating in Caribbean, Mexico, Euro- HOLLYWOOD STUDIOS trough the African plains with real-life animals pe and Alaska. This all together with the tour This park focuses on the film industry, Dis- like elephants, lions, zebras, giraffes and program, , operating in ney-MGM Studios opened on May 1, many more. You can also see a lot of Disney 17 countries. 1989. Disney got the rights to use the name animal animations like The Lion King or Jungle If a Disney cruise ship blows his horns you will “MGM” and even use some footage of the Book throughout the park. At the center of it hear the first seven notes of When You Wish studio’s film library, some were incorporate all stands The Tree of Life. This 145 feet tall Upon a Star. in the attractions of the park, like The Great and 160-foot expanse and a hollow base The is a timeshare ac- Movie Ride. In less than six months the park is home for the 430-seat theater, “It’s Though commodation program using its existing fan had to expand because it was such a hit. As to Be a Bug!” and pride of Animal Kingdom. base as customers. When members arrive on time went by Disney began to expand with The tree is carved with 325 reptiles, mam- destinations for check-in, they are greeted Disney Channel, ABC television, and Pixar mals and birds. The trees also represents “Welcome Home” by cast members (Stein, Animation and with these changes the park something else than only animals, the texture 2011). had to change as well. So the focus shif- represents a variety of barks like cedar, oak, ted to more films and television programs. In banyan, magnolia, and pine. In honour the VISITORS 2007 Disney officially changed the named first animal to make their home in Animal King- The attendance in 2015 in: of the park to Disney’s Hollywood Studios. dom, a giraffe is carved into the bark, but • Magic Kingdom is 20,492,000. Number also manatee and armadillo have a special 1 on the list of Top 25 Amusements/The- ANIMAL KINGDOM meaning. These two animals are the repre- me Parks World Wide; Animal Kingdom opened on April 22, 1998. sentatives of Florida’s wildlife. Attendance in • EPCOT is 11,798,000. Number 6 on the The theme of the park is wildlife, education, the park is lower than its siblings, but still on list of Top 25 Amusements/Theme Parks and conservation and is more reality than the as 8th most popular theme park in the World Wide; fantasy like the other parks. With an area world (Stein, 2011) (Veness, 2015). • Animal Kingdom is 10,922,000. Number of 500 acres and five times the size of Ma- 7 on the list of Top 25 Amusements/The- gic Kingdom is Animal Kingdom the largest TRAVEL AND TOURISM me Parks World Wide; Disney theme park. Most of the land is only The success of the theme parks went not • Hollywood Studios is 10,828,000. Num- for the animals, but there is enough room for unnoticed, so in 1998 ber 8 on the list of Top 25 Amusements/ attractions and character greeting. One of was launched with two ships, Disney magic Theme Parks World Wide. the most popular attractions is Kilimanjaro and Disney Wonder. By 2011, the cruise line • They have an average of 4.75% incre- 11 ase compared to 2014. 1957 and in 1959 she joined the Tour Gui- • Dining reservations; The worldwide theme parks attendance in de Department and was responsible for ini- • Guest messaging / lost “parents”; 2015 is 235,6 million, Walt Disney Attractions tiating its growth and development. Eventu- • Same day lost and found; has 137,9 million attendance in 2015. That ally in 1967 she became supervisor of Guest • Disney Gift Cards; means that Walt Disney Attractions is 59% Relations. That meant she took on additional • Airline Boarding Passes; of all the worldwide attendance (Themed responsibility for the ticket sellers, ticket re- • Celebration buttons. Entertainment Association (TEA), 2016). ceptionists, and Guest Relations. She was (, 2016). known as the “Keeper of the Keys”, because FUN FACT she was responsible for Walt’s apartment GUEST SERVICES FOR GUEST WITH Every year 3.5 million Mickey bars, 1.6 million located above the Main Street Fire Station DISABILLITIES turkey legs and 1.1 million Dolewhips are (The Official Disney Fan Club, 2005). • Guidebooks; sold per year. • Handheld captioning technology; “Walt was just a very decent, very nice This system displays text in locations on man.” “And I believe that is reflected in all of a wireless handheld receiver where fixed 2.4. Guest & Hospitality us here at Disneyland, and that this place captioning systems are impractical, such Service for family and fun and decency is what it’s all as moving attractions (Walt Disney Wor- about.” – Cecile Rigdon ld). This chapter is made an internal analysis to • Braille guide maps / audio tours; describe the guest and hospitality services GUEST SERVICES • Disability access services; of Walt Disney World Orlando, Florida. • Ticketing; • Sign languages. Automated ticketing system. (Disney College Program, 2016). HISTORY • My Disney experience; It all began with Walt Disney, but eventually, Application on your phone and magic GUEST SERVICES FOR INTERNATIONAL he got a little help from Cicely Rigdon. She band. GUESTS made five attempts to get a job at Dis- • Guest comments / recovery; • Guidemaps in different languages; neyland and the fifth time was a charm. She No strings attached voucher, if someone • Disney show translator units; was so excited that when she came home, drops his/hers icecream they can get a • Multilingual cast members; she drove her car through the garage. new one without a cost for them. • Foreign currency exchange. Her job was ticket seller at Disneyland in • Park / resort information; (Disney College Program, 2016). 12 CAST EXCELLENCE 2.5. Infographic • We respect the Disney Heritage, Traditi- ons and Values; • We ensure the Disney Keys (Safety/ Effici- (See next page) ency/ Show/ Courtesy); • We demonstrate the appropriate Disney traits and behaviors. • Quality service: o Exceed guest expectations; o Paying attention to details. • LAST model This model is designed to help guest with questions and/or complaints (See Figure 3.).

Figure 3. (Disney College Program, 2016). 13

APT CH ER

3.1 Main Street USA3 & Town Square Pag. 18 3.2 Facts Pag. 18 3.3 Architecture Pag. 19 3.4 Analyse Immersive Worlds of Scott Lukas. Pag. 23

15 “Here you leave today and enter the world of Yesterday, Tomorrow and Fantasy.” - Walt Disney 16 Six restaurants Theme: Early 20th century; Flag Ceremony every day at 5:00pm Two attractions: Marceline, Missouri Walt Disney World Railroad and Fort Collins, Colorado & Main Street Vehicles

Magic Kingdom (Oct. 1, 1971) Hong Kong Disneyland (Sept. 12, 2005)

Disneyland (July 17, 1955) Disneyland Paris (April 12, 1992) 17 3.1. Main Street USA & 71. It is a hint to the year the Magic fully functional. Kingdom opened in 1971. • Many of the , Imagineers Town Square • A little bit further you find Tony’s Town and key people have a story window on Square Restaurant, named after the Main Street to reflect their contributions MAIN STREET U.S.A. AND TOWN SQUARE restaurant in The Lady and The Tramp to the Disney experience. Like Ron Logan, Imagine this you enter Magic Kingdom, you movie. There is a little tribute, you will find his windows states: walk under turnstiles that look like the entry them enjoying a meal outside the back Main Street Music Co. of a grand theater. On the walls you can window and Tramp’s love carved into the Ron Logan see posters representing Coming Attractions, pavement left of the stairs. Conductor above you hear the train passing by and • There is also near Tony’s Town Square “Leading the band into a new century” you exit through the train station exit. The first restaurant an old-fashioned crank te- • On the front door of the Emporium Galle- thing you see is the castle, but not before lephone, if you pick up you will hear two ry there is a sign that states, Established you walk down this beautiful street full with women having a conversation. in 1901, the year Walt was born. stores and it feels like you are back in your • Imagineers are not allowed to sign their • The first store window on your right reads: hometown. You smell fresh popcorn; see the work. That is why they place little symbols “If We Can Dream It – We Can Do It! candy and everywhere you look are Mickey of themselves, like initials or birthdays, to Dreamers and Doers, Roy O. Disney.” merchandise. Cast members greeting you, it blend in with the theme. Thanks to Roy’s financial acumen, Walt feels like you are in a totally different world. • Roy O. Disney has two dedications for could make his dream come true. him in the park. One is of him with Minnie • There is a window titled, Seven Summits sitting on a bench, honouring their sup- Expeditions, up on the third story, above 3.2. Facts porting roles in the successes of Walt the Main Street Market House dedicated and Mickey. The other one is a dedica- to , chief operating officer and • Main Street is bordered by red pave- tion plaque with quotations from Roy O. president of Walt Disney Company from ment, it is like the red carpet has been Disney the day he opened the park. 1984 to 1994. In honor of Wells love for laid out for you. Kodak consulted that • The official ceremony for the opening mountaineering, the highest window is the shade of red in direct contrast to the of Magic Kingdom was on October 25, dedicated to him. In one single year wells green of the grass would enhance guest 1971, but Magic Kingdom the opening tried to conquer the highest summit on photographs. was on October 1st, 1971. The ceremo- the seven continents, he achieved six of • On the Town Square is the Fire Station ny was later because the park had to be them, he had to turn back before 18 • reaching the top of Everest. Wells also through an upper-level window across 3.3. Architecture conquered all seven lands at Magic the street from the tables in the small Kingdom. café area near the Art Festival sign and Main Street USA is inspired by Walt Disney’s • Project x was a codename made up the trellised balcony just beyond Eli- childhood and the film Lady and the Tramp, by Walt for a whole secretive operati- as Disney’s window. You can also hear it is a typically early-20th century small-town on, dummy companies were mysteriously tap-dancing or piano lessons. America. Town Square has a City Hall, where buying up vast acreages of land in • Walt wanted small children to be able Guest Relations lobby is with cast members central Florida all with the same chair- to see inside the store, that is why all the to help the guest on their journey. Forgot to man called Mr. M. Mouse. A reporter from shop windows along Main Street are get a haircut? No problem, there is also a Orlando Sentinel who interviewed Walt, lower than the traditional height. barbershop and for souvenirs, like plush toys, discovered that Walt had an intimate • Above the Plaza Restaurant there is a Disney pins and other Mickey related stuff knowledge of all the property taxes of window, Walter Elias Disney’s window, the go to The Emporium. If you are hungry after the Orlando area and brought the story director of the Show. The window reads: all that shopping you can go eat at Tony’s to light. So when everyone knew about it “Walter E. Disney, Graduate School of Town Square Restaurant or The Plaza Res- the cost of land in the surrounding area Design & Master Planning – We speciali- taurant for a sit-down meal or go to Casey’s went from $180 per acre to more than ze in Imagineering.” Below are the names Corner for a traditional American meal of $1,000 per acre. Walt purchased the of Walt’s master planners – Richard Irving, hot dogs and fries. Or rather a little snack last few acres for $80,000 each. John Hench, Howard Brummitt, Marvin like candied apples, cookies, crispy rice • The door of Fashion and Apparel also Davis, Fred Hope, Vic Greene, Bill Martin, treats or chocolates are sold at The Main refers to an important year and reads: and Chuck Myall – who were instrumental Street Confectionary. What not can be Open since ‘71 in designing the Magic Kingdom. missed is a Railroad that takes you to Main Magic Kingdom Casting Agency • There is another window dedicated Street, U.S.A. Fantasyland, and Frontierland. “It Takes People to Make the Dream a Rea- to Walt Disney, on the front of the train Due to the use of forced perspective it ap- lity” station, directly above the Magic King- pears that Main Street, U.S.A. is larger than its Walter Elias Disney dom sign, before you enter the park. The actual size, because the ground level floors Founder and Director Emeritus window honors Walt’s love of trains, “Walt were built 7/8 size and the upper floors built • Anything can be found on Main Street, Disney World Railroad Office, Keeping smaller (See Figure 3.1 and 3.2) (pursuitist). USA, like singing and dancing lessons. Dreams on Track, Walter E. Disney, Chief You will hear voice lessons coming Engineer.” 19 The Walt Disney Company decided that These styles give grace to the buildings and Main Street U.S.A. had to be a long entran- evoke a mood of other places. The Second ce corridor, because then there would be Empire style looks a lot like baroque French enough space to absorb a large amount of style. The Stick style looks a lot Medieval visitors during peak hours. Another purpose English building traditions into modern Ame- for the long linear entrance was the function rican forms. Some buildings on Main Street to help tell a story. Main Street U.S.A. unfolds U.S.A. also contains characteristics from the just like a story; it has an introduction, rising Spanish Eclectic style (See Figure 3.5), a action, plot and an ending. Each building low-pitched gabled roof, second-story bal- plays a different role in the story. Main Street cony, Spanish tile roof, turned spindle porch U.S.A. architecture descents from Victorian supports and round arches on the balcony. architecture, based on Medieval prototy- Like mentioned before everything on Main pes. This creates a setting, it changes the Street U.S.A. is smaller in scale t space bet- characteristics of the buildings associated ween building, the height of a building and Figure 3.1 with the eras. The Victorian themed architec- even the trees are trimmed shorter to not ture has two styles, the Second Empire style grow out of scale. The reduced scale serves and the Stick style. For the Second Empi- a number of purposes: it evokes a space re style it is characteristic for the building built of our collective memories, grants visitors to have a mansard roof, a centered wing a sense of control over their environment, echoing the mansard silhouette, molded and creates a sense of intimacy according cornices binding the lower roof slope, and to Scalera. “People like to think their world is eaves with decorative brackets below. (See somehow more grown up than Papa’s was,” Figure 3.3) For the Stick style is it characte- says Walt Disney. A smaller size gives a fee- ristic to have horizontal and vertical bands ling of control over the guest their surroun- raised from its wall surfaces for emphasis, dings (Scalera, 2002). wall cladding that appears to be wooden boards (actually fiberglass), and brackets which form extensions of the vertical bands. Figure 3.2 (See Figure 3.4) according to Scalera. 20 the accent of colours (See Figure 3.6) (Sca- lera, 2002). John Hench, an Imagineering artist, says that the colour palette on Main Street U.S.A. a mood creates. It looks like the place is co- ming to life, like the red sidewalks. Throughout the park there are different visual magnets, a landmark, they have a few purposes, like attracting guest, orientate guest and to terminate guest. It helps guest to not get lost, because the visual magnets are taller than their surroundings (see Figure 3.7) (Scalera, 2002). There are also techniques used to make the Figure 3.3 Figure 3.5 visual magnets more attracting, perspective, The buildings create a whole, even though lighting and spotlight. Main Street U.S.A. is there are different businesses in the buildings built that way so the castle always has the with different colours it does not matter. The sun as spotlight during the day. Next to the Walt Disney Company has control over the attractions in Walt Disney World, there is also design of the entire stage set. a game called “Hidden Mickeys”. A hidden “Disney effect” is a medium to create a Mickey (See Figure 3.8) is an image of Mi- deliberately colour-coordinated landscape ckey concealed in the details of the show. by integrating variations of colour from one You have to be close to see them, becau- building to the next. This is achieved in two se they blend in the object of building with ways: “a building’s primary colour is used as every shape, colour and detail. The ‘hidden an accent colour in the adjacent buildings, Mickeys’ also have another function, to and cream and white are used as accent remind the guest that this is no ordinary Main colours throughout Main Street”, says Scale- Street they are walking down, but part of the Figure 3.4 ra. It is like knitting the buildings together with Disney story (Scalera, 2002). 21 music lessons and dance lessons in one of the windows of the street (See Figure 3.9 and 3.10) (Scalera, 2002). On the mapping of the smells it shows where the smells are provided and are primarily food-related, like popcorn at the beginning of Main Street U.S.A. it is like walking into a movie theater. Or walking into a bakery and smelling the fresh baked goods like in every Figure 3.6 small town in America, but also the smell of hot dogs or cotton candy. These scents are a warm, comfortable, solid, insistent presen- ce. It is all to make the story stronger with all these details. They tug at the nose, telling it Figure 3.8 the plot of the story (See Figure 3.11 and 3.12) (Scalera, 2002). So we covered taste, all the stuff you can eat on Main Street U.S.A., sight and touch, but two other senses are not yet covered, sound and smell. Just before entering Main Street U.S.A. you can hear all kinds of dif- ferent sounds, people talking, music etc. All correctly placed all over Main Street U.S.A. thanks to speakers the sounds of the parade follow where ever they go and they broad- Figure 3.7 cast from the Plaza till the north end of Main Street the music and dialogue for plays in front of the Castle. Also, hidden sounds can be heard throughout Main Street U.S.A. like Figure 3.9 22 4. The world is never static because it is always changing or evolving. It is also characteristic that there are relationships and connections.

The basis of designed world: 1. Big idea, 2. Story, 3. Experience, 4. Design.

BIG IDEA The main purpose of any consumer or the- med space is the big idea. Two of the main Figure 3.10 Figure 3.12 areas of realizing the themed and consumer space are the large-scale issue of the sym- 3.4. Analyse Immersive bol and brand and the other is the smal- Worlds of Scott Lukas ler-scale issue of the senses.

Lukas says that a world, everything we know SYMBOLS around us, in the broadest possible sense, is. The key aspects of a culture are symbols. The definition of a world is: Symbols are easily recognizable and take 1. Made up of beings, everything and eve- the guest further down the experience. Sym- ryone, bols are very efficient because a picture 2. The world is “complete, diverse and con- says more than 1,000 words. sistent”, You have different kinds of symbols: 3. Add history, background and a culture, 1. Symbols that move guest from spot A to Figure 3.11 this makes the world is not B, transition points, shallow, 2. Symbols that help tell a story by connec- 23 ting people, flow within the theme park and it is a pinpoint 3. Help the society by focusing on beliefs 3. A general symbol that people see more where the guests are. Next to attractors, you and values, as a symbol, like the American have the archetype, people usually con- 4. Live your fantasies and lets us escape flag, nect and understand this universal symbol. from everyday life, 4. Symbols as a memorable experience, Campbell calls this “monomyth” or the hero’s 5. Are compelling to us and makes us relate traditions. journey because the archetype takes you with, through challenges, realizations, impacts or 6. Experiences new things. MEMES transformations. The last symbol is the spec- Memes are a unit of information. Because tacle, uses symbols to make a long lasting EXPERIENCE of memes, you create a space that anyone connecting with guests. They can change The most important thing about experience will remember and develop features that will the designed space; it is typical that there is is that you keep it in mind when designing an be told to other people. Memes also create a moving or intransient character. immersive space for the guest. A couple of excitement so everyone wants to come to things you have to think about the experien- the space. STORY ce of a design space: The most important factor in creating immer- 1. Difference: everyone is different and ATTRACTORS, ANCHORS, ARCHETYPES sion within a space and foundation for any have a different understanding of things. AND SPECTACLES immersive world is the story. “Story is what 2. Common themes: people also have a But there are not only memes and symbols holds a space together by linking elements, lot of things in common, like love. that can give a guest a feeling of awe; creating situations, establishing moods, and 3. Depth: it is key to create a dimension of there are also features that are bigger than involving guests,” says Lukas. The story has depth in your space. memes and symbols, attractors, anchors or characters, backstory, plot and many other 4. Purpose: there has to be a reason be- weenies (Disney). things to create a vision of the world that hind the experience. Anchors and attractors are used to making appears. Most cultures share their stories it is 5. Open-ended: it makes a guest feel sure guest find their way around in the park a human universal. It does not matter which good about themselves when they figure out and see all the rides and attractions. culture you have people enjoy stories that: the clue of the experience, guest have to 1. Teach a lesson, like being kind, feel like they are doing something. See figure 3.13 for example at Disney’s Ani- 2. Involve the underdog in many obstacles, mal Kingdom, here the attractors are Tree of so that they can be victorious at the end Life and Expedition Everest. They create a or a hero, 24 DESIGN LINES and you will have an everlasting memory. Design story has three dimensions, architec- Lines have a beginning and ending. Lines ture, design, and forms of material culture. help us orientate in space and give us The story for Main Street USA and Town It can also have actors, performance and directions. Lines can be used to create a Square is simple it is about Walt’s youth town some form of technology that creates the dramatic or powerful architectural effect. and everyone else’s town. It’s a typically old world where people can relate, interact, town with many memories and just walking on enjoy and explore. CONCLUSION the pavement along Main Street USA you In figure 3.14 you can see that design and For Main Street USA and Town Square there can see the castle and just feel your exci- storytelling have an equal effect on each are a lot of symbols, like the tement grow. You can live your fantasy of other. as seen in figure 3.8. Also every day there being a princess for one day and escape “A story is written for a place and this leads are a lot of traditions in Main Street USA from everyday life, not think about work or to inspiration within architecture and de- and Town Square, like the three o’clock pa- school and just enjoy. It is specially designed sign; design further inspires the story and it is rade and the flag retreat. The train station for children who normally are the underdog changed to accommodate the design, in and the Cinderella Castle can be seen as and are not tall enough to see everything, this case, reciprocity of design and storytel- symbols for guest to pinpoint where they are now they can because Walt made sure. It ling takes place’ says Lukas. and as a general symbol. is a different experience, but still, everyone can relate it does not matter if you live half COLORS The two attractors are The Train Station and an hour away or 12 hours everyone knows Colors can relate to each other, you can Cinderella’s Castle because the train station the old town with the shops and bakery on also divide them in properties of color; cold is the only entrance and exit to the park it is the corner and at the end your dream, your and warm, saturation, temperature, intensity the start or ending of Main Street USA and escape, the castle. and others. Town Square. You can see the castle every- where in the park so this makes it an attrac- So shown in figure 3.1 till 3.12 everything is SHAPE tor to show people the way and you can carefully thought out from which color is best the shape can make the whole space to always come back to the castle and go the which with color and building next to it. The making or breaking point. The shape can be other way to see the rest of the attractions different shapes and lines that make it feel divided into four different categories see or rides. The last symbol is the spectacle and like an old town and perfect. figure 3.15, in function, meaning, value and for Main Street USA and Town Square that is memory. Wishes! It is a bold and involves the people 25 Figure 3.13

Figure 3.14

Figure 3.15 26 APT CH ER

4.1 Introduction 4 Pag. 29 4.2 Quick Service Pag. 31 4.3 Table Service Pag. 35 4.4 Character Dining Pag. 39 4.5 Conclusion Pag. 44

27 “You’re mad. Bonkers. Off your head.....But i’ll tell you a secret.....some of the best people are.” — Alice In Wonderland 28 4.1. Introduction THEORY The first one is individuality, also known as The book “The Experience Economy” (1999) uniqueness, it means that there is only one INTRODUCTION was written by Joseph Pine and James Gil- product that is flexible and customized to In my first report, I did not quite get this assig- more, they came with the idea that “ expe- every personal need. If the product is more nment and that is why I have to do it over. I rience would be the new economic genre individual it means it is also more expensive. had many ideas for this part for a very long and a next step from the service economy”. Second is authenticity is perceived by each time I was stuck on guest and hospitality According to Pine and Gilmore experience person in his or her own way, it is based on service. I really like this subject because I can be created when service is used as local culture. always have worked in hospitality and I am stage and goods as props, this way custo- Third is story. To get a good story you have always trying to evolve. I did a survey but I mers will be involved in a way that creates to make sure it contains facts and beliefs of was even more confused by this and then memorable events. the place but has to be combined with a decided to do it totally different. I am going As shown in figure 4.1 are “the development theme. to talk about what I know best and is my of the economy from the commodities to Fourth is theme, the theme has to be visible favorite thing in the world: Food! Especially the experience”. It shows that the commo- in all stages of experience that is very impor- the food in the Walt Disney World parks and dities, goods and service economies did tant. The theme is strengthened with the help the services provided. not disappear, but instead was being built of multi-sensory perception. upon. Fifth the product has to be set off with the This part is linked to Pine and Gilmore’s Ex- everyday life of the customer. Experience is perience Economy about buying more than for everyone different what can be special just a product but also buying for an expe- for one person can be normal for the other. rience. In my research I am going to apply Sixth is the interaction. Between the product this theory by analyzing these six elements of and the customer there has to be a perfect experience. interaction (Hemmington, 2007).

The memory itself becomes the product. Also There are four approaches to define the- the theme-scheme typology will come by. Figure 4.1 The Progression of Economic Value (Pine&Gilmore 1999) me-related decisions. As shown in figure 4.2 and 4.3 there are different genre of motifs According to Tarssanen and Kylänen, there (Gilmore & Pine, 2002). are six elements of experience 29 In my research I will test the assumption that the self-explanatory motif is applied in Walt Disney World specificly in restaurants in EPCOT. Since the self-explanatory motif has the purpose to creat an atmosphere which is appealing to all types of people where they can recognized the Disney Experience.

Figure 4.3 Theme Scheme Typology RESEARCH I choose to research selected restaurants in EPCOT and answer the following questions: Disney World Orlando Resort Hotels the following questions: 1. What did Walt Disney World do to make this an experience? 2. Do I think I am completely submerged in this experience?

Figure 4.2 Understanding Theme-schemes 3. Why do guests come back?

In The Walt Disney World, there are three different categories for dining: - Quick Service - Table Service - Character Dining 30 ick Servic u Refreshment e Q Cool Post

31

Opening time is from 11:30 AM - The cost to eat here is $ 14,99 or Is one of the nine original pavilions 9:00 PM. under per adults. that opened allong with the park $ EPCOT in 1982.

32 4.2. Quick Service to add caffeine and flavoring (Spence, So we covered seeing the theme, also taste 2012). the African beers, if guests play on the djem- Introduction be’s you can definitely hear it from far away. The Africa pavilion is an unofficial pavilion Research That leaves smell and feeling, everything in between China and Germany. Countries 1. What did Walt Disney World do to front of the pavilion you can touch like the have to pay The Walt Disney Company for make this an experience? coke bottles, the wood that keeps the buil- a pavilion in EPCOT. Africa is a continent, so In the park EPCOT, the African Pavilion is ding straight and much more. For smell there the idea was to make a collection of Afri- one of a kind, it is unique. You cannot buy is not much, you can smell the Hot Dogs, but can countries. The cost for these pavilions your Safari Amber Draft or Mango Starr that is not typically African food. are high and the African countries did not somewhere different in the park. The most have enough money, because of dragging expensive product on the menu is the Frozen The theme appeals to different types of negotiations The Walt Disney Company Elephant, Frozen Coca-Cola®, and Amar- people; for people who cannot travel further built a temporary African placeholder. This ula Cream Liqueur, but you cannot get this than The United States it is a real experien- eventually became permanently, because of anywhere else in the park. ce, they travel but still stay in the U.S.A and political and financial problems. for people who have been to Africa can If you see this pavilion you immediately see it compare the real thing from the pavilion, it So it became officially an African outpost, is African, with the Djembe’s in the front, Afri- is not an everyday thing. It is a theme that is it is a small trading center where travellers can drums, it is really authentic. It also tells a reappearing in the EPCOT restaurants, but can sit next to the World Showcase Lagoon story with the truck full of Coca-Cola crates different motifs. The perfect interaction bet- to rest. Also, there is a variety of snacks and and vending machines of Coca-Cola, the ween the product and guest is that it does dessert offered. The menu offers Hot Dogs, building built from mud and straw. If you let not have to cost much to travel to and taste soft-serve ice cream, slushies and (alcoho- your imagination loose you can imagine different cultures. lic) beverages. Coca-Cola is sponsoring people selling ice cold Coca-Cola to hard the African Pavilion and you can see that workers and rest next to the lagoon where because of the many displays of the Co- they can see their canoe on the bedding. ca-Cola logo. You can also see bags of Selling the food are cast members dressed kola nuts. These kola nuts come from kola in African clothes and they are also wearing trees, those are native to West Africa and to African hats. as ingredient for Coke and other cola drinks 33 2. Do I think I am completely submerged countries. So you are submerged in the in this experience? experience walking around in countries and Yes and no, because for that much money not submerged in Africa. to eat there you do not expect much if you are talking about the experience. Every 3. Why do guests come back? country has cast member, also known as Guests come back, because of the quality Cultural Representative, except for Africa. of the food in general. Everything is watched When I worked there people came up to constantly while making the Hot Dogs. They me and said: “You are not from Africa”, I think can only bake for ten minutes and only hold when people think of Africa they think of for ten minutes more and then they have to black people, but actually there are a lot of been thrown away. The service is also quick, African people working at Walt Disney World you do not have to wait to be seated, you who are white and speak “Afrikaans”. So I just stand in line and then wait till it is your wonder why they do not work at the African turn. If cast members doing their job right Hot pavilion, maybe it is because the African Dogs should be ready and everything else pavilion is unofficial. just comes from a machine, like the bever- ages, ice cream, and slushies. So you do not Then next, the pavilion does not sell typically have wait too long till you get your order. African food, like Berbere-style beef tender- There are also two registers, so two lines. The loin tips with onions, jalapenos, tomatoes food is simple and quick, but if you have and pap or buttered chicken with micro allergies there are also gluten free cookies cilantro and naan bread. These products and seeds. They also sell Agent P’s Power are sold with The Food and Wine Festival, Pack and milk, especially for children. an annual festival where you can buy food I think all by all that is why people come from all over the world not only the eleven back. This describes that the service is used pavilion but Walt Disney World put up even as stage and the goods as props, therewith more pavilion carts. If you do not know these involving customers and creating memorable things I still think you are submerged in the events. experience, but only because of the other 34 ble Servic a Tutto Italia e T Ristorante

35

Opening time for lunch is The cost to eat here is $15 to Tutto Italia translates to “All Italy” 11:30 AM - 3:30 PM $34.99 per adult. and for dinner is $$ 4:30 PM - 9:00 PM.

36 4.3. Table Service Research you are in Italy, because you can see the 1. What did Walt Disney World do to Italian architecture inside and out, you hear Introduction make this an experience? the waiters and host talking Italian. You smell Tutto Italia Ristorante is a restaurant in Tutto Italia Ristorante is not unique theme-wi- the food from far, who does not like spa- the Italian pavilion. Tutto Italia Ristorante se because there is another Italian restau- ghetti. It is just like you are a real tourist. opened in September 2007 taking over rant, this one may be not as extravagance for L’Originale Alfredo di Roma Ristorante. as Tutto. For the one it can be the same Again for people who cannot travel further They closed for a short amount of time, but experience for the other it is totally different. than The United States, it is a real experien- reopened with an adjacent wine cellar, Tut- Food-wise they are different Tutto has more ce, they travel but still stay in the U.S.A. For to Gusto, on May 1, 2012 (). culinary food, where Via Napoli Ristorante people who have been to Italy can com- e Pizzeria has more simpler Italian food, like pare the real thing from the pavilion, it is not Chef Joachim Splichal put together the pizza. That is why Tutto is more expensive an everyday thing. For the people who have menu. On the menu are items, like Risotto Ai than Via Napoli. more to spend it is a real treat to go to Gamberi E Aragosta, Cannelloni al Forno, Tutto Italia instead of Via Napoli, but for so- and Brasato Di Manzo Al Vino Rosso. Like all The authenticity comes from the appearan- meone else, it can be just Italian food and other things, the interior and exterior are also ce. You cannot find such a detailed Italian might choose for Via Napoli instead Tutto Italian, it is based on the Florentine style of style in EPCOT or even Walt Disney World. Italia, because that is cheaper. Also, here architecture and design. The crystal chan- When you walk through the Italian pavilion the arguments for self-explanatory apply. The deliers light up the dining room and shed you feel like a tourist and once you take a perfect interaction between the product a light on show pieces wall paintings. The look at the menu of Tutto Italia Ristorante, and guest is that it does not have to cost paintings are painted in such a way that it wondering what you want to eat, someo- much to travel to and taste different cultures. looks like the objects are three-dimensional. ne behind you says: “Do you see anything The Imagineers duplicated the style of Paolo good?” with an Italian accent. You already Veronese, (1528 - 1588) a Venetian painter feel like your in Italy. This is because in all the of the Renaissance, while creating the murals. pavilions work Cultural Representatives and The most expensive on the menu is Cre- in the Italian pavilion there only work Italians. magliera d’Agnello, a Sage-roasted rack of I know they have to know the menu by heart lamb, braised leeks, potatoes, mustard dres- in Italian and have to explain as well. So sing, costing $36.00 (Spence, Jack, 2011). they fit well in with the theme. You feel like 37 2. Do I think I am completely submerged we were seated immediately, although we in this experience? did not make a reservation. Which is a must, Yes! I have been to Italy many times, this but we were just lucky there was a spot free. summer I am going again, and I love it! So It was just in a normal restaurant there was strolling around the piazza was one of my no long wait for the food, but you also were favorite things to do and eating at Tutto not rushed. I like that very much so you just was heaven. My favorite food is Italian food, can enjoy your dinner. There are enough so if it was not good I would notice but it cast members to take your order or help you was delicious. I also tried on my best Italian with questions. That is why guest come back. to say “Grazie” or “Preggo”, but it was very The economic value is relevant to the stage intimidating to hear all the waiters talk Italian. experience, because of the cultural aspects I was in awe by this restaurant, it really felt that are very clearly stated in Tutto Italia it is like I was in Italy and was feeling like a tourist. very different from a normal restaurant. Tutto Not only the restaurant but also the whole Italia is customized to a target group with pavilion made me submerge in the experi- specific needs in product and service. ence. With most pavilions, it stops with the walkway, but the Italy pavilion went on till the World Showcase Lagoon where you could see the gondelas.

3. Why do guests come back? Guest come back because there is some- thing for everyone tastes if you like Italian. They have for adults plenty to choose from, like meat, pasta or risotto. Children were not left out and even they can taste a little bit of Italy with spaghetti and pizza. Like I said the food was delicious and well served. When we went to dine at Tutto Italia where 38 racter Din a Akershus Royal in h Banquet Hall g C

39 Opening time for breakfast is 8:00 AM - 11:10 AM, Restaurant Akershus features three lunch is The cost to eat here is $35 to distinct dining rooms. One room is 11:55 AM - 3:30 PM and $59.99 per adult. designed to look like a church, a dinner is $$$ second like a royal dining room, 4:55 PM - 8:35 PM. and the third like a village inn.

40 4.4. Character Dining sat in that one right next to the buffet. The authenticity is there is a real Norwegi- an atmosphere coming back in the theme, Introduction The menu consist of Norwegian meals. The because all meals are Norwegian style and Akershus Royal Banquet Hall is located in breakfast are served at the table in a big also the authentic Norwegian names are Norway at EPCOT but was not part of the pan so everyon can just dig in. For the lunch applied. The Cultural Representative cast nine pavilions when EPCOT opened. But and dinner you can start with the buffet and members are all from Norway. It is exciting to instead, the Norway pavilion opened on then order a maincourse. For all three meals see all the Norwegian names and find out May 6, 1988. you will be visited by the Disney Princesses. what they are and what they mean. Ariel, Princess Aurora, Cinderella and Snow Akershus Royal Banquet Hall all takes place The food in Akershus Royal Banquet Hall is White make their rounds to take pictures with in a model of an medieval fortress built in different than the other restaurants in World the guest and sign their autographbooks 1290 in Oslo, so the story begins here. The Showcase because there is an buffet of hot and when you leave you can take a picture fortress fits in perfectly with the Norwegian and cold dishes, like salads, salmon, and with Belle with her beautiful golden dress. theme. meatballs. Reservation is a must (Spence, norway_pavi- The theme is very clear it is all in Norwegian lion, 2012). style, you cannot make something else of On July 28, 2002, Princess Storybook break- it. Again Disney makes use of self-explana- fast was introduced, character breakfast with Research tory themes. The theme has to be visible in your favorite Disney princesses where you 1. What did Walt Disney World do to all stages of multi-sensory perception, like can take pictures with or ask for autographs, make this an experience? seeing Norwegian style and architecture, and on April 10, 2005, went over to lunch Akershus Royal Banquet Hall is unique in his hearing Norwegian language, also seeing and dinner with Princess Storybook dining. sort because here come (almost) all Disney written Norwegian language, taste the Nor- Princesses together and even with the war- wegian food. People come to the Akershus When you walk inside, after waiting outside drobe you cannot find anywhere. You have for different things to meet the Princesses or in the sun for a while, the wood gets your Belle over in France in her blue dress and in just to taste the Norwegian meals or see the imidiate attention, it looks like a medieval the Magic Kingdom, you have Ariel with her Norwegian architecture it is for every person room with a carved wood beam ceiling and tale, but in Akershus, it is Ariel with her blue different but they have one thing in common arched windows. There are two more room, dress on and Belle is wearing her gold dress. they are not like everyday life. one is white and looks like a castle chamber Also, you cannot eat in Norwegian style and the third is a cottage feeling area, we anywhere in Walt Disney World. The interaction between the guest and the 41 product, service being Akershus is special makes children happy makes their parents because the guest do not know what to happy as well. The food is really good and expect, but there is something for everyone. it is something else than cheeseburgers or Instead of just providing meals they made chicken nuggets. The cast members were the economic value better by differentiating really nice and did their work well. If we had and customizing the experience. any questions about the food they would answer them right away and even take our 2. Do I think I am completely submerged picture with the Princesses. So thanks to in this experience? good service, really nice food and an uni- I missed the Norwegian Princesses, but you que experience would guest come back.. can meet them in another part of the Nor- way pavilion. It would be just a little bit extra special. I think I got submerged because when you walk in the Norway pavilion it looks like you walk into the woods and you see all the wood. If you think about a Norwegian city this is what you wold think about. The only thing I cannot link is what the Princesses are doing there besides taking pictures and autographing, what is the link between them and the theme? Further, I loved the Norwe- gian tags by the food. So I am iffy about if I am really submerged in this experience.

3. Why do guests come back? Guest come back because they can afford it, it is a really nice experience. Something you do not get to often. Children enjoy meeting the Princesses very much and what 42 4.5. Conclusion or bake for an amount of time, they have because there are not enough cast mem- to be a certain temperature and can be bers to bring the food. They are also with so In this chapter, I will make a conclusion held for an amount of time after this it has to many so you do not have to wait too long about the research I did about Quick Ser- been thrown away. Everything is freshly made to order, so there is a short response time. vice, Table Service, and Character Dining. and labeled with a date or time when it has to be thrown away. For every pricerange there is a lot to do, so Every restaurant has a self-explanatory motif if you do not want to spend to much you because it says it right on the building and The menu selection has to be varied be- still will get an experience. But with the one characterized in its facade. They also use cause there are guests with allergies, prefe- restaurant you get the experience from the location-specific motifs, like the pavilions. The rences and of course most important child- scenery, the other from the characters and motifs are very clearly and can be easily ren. If you have been in the parks all day at an other one from the cast members or be understood and it appeals to all types the children had a lot to eat and it would a combination. There is Disney Magic for of people. Therefore it is recognizable and be weird to pay for a $30 meal they do everyone in different appearances. adding to the experience. not eat. So that is why it is convenient every restaurant offers a kids meal for $10. Also, One of the first things that I notice the rea- the Imagineers have made up themed me- sons why guest will come back. The guests nus, like Mickey-shaped pancakes or waffles, will come back if there is courteous service, regional wines, and seasonal offerings. The you notice this in the cast members they will Imagineers choose for this because it is do everything with a smile. Also, if you look iconic and everyone likes a Mickey-shaped to the pavilions with Cultural Representatives pancake or waffle. It is better for the eco- it is convenient they can communicate with nomy if you choose regional wines, so local a guest who came from far and speak the wineries can profit from that and it is better same language, this is all to make the guest for the environment if you work with seasonal extra special. food.

The quality of the food is very important and Nobody likes waiting for their food, that is Walt Disney World makes sure everything is why there are so many cast members in eve- monitor very well. Ingredients can only cook ry restaurant so food can never get cold 44

APT CH ER

IAAPA ATTRACTIONS5 EXPO 2016

46 “Today’s special moments are tomorrow’s memories.” — Genie 47 IAAPA Attractions Expo 2016 took place of attractions and asked around about how Although these three seminars are very on 14 until 18 November 2016 in Orlando. they ended up in the business and if it was different, they have one thing in common, IAAPA is short for International Association of easy to do. make sure guest are satisfied and how to do Amusement Parks and is the largest internati- that. How to keep them coming back to the onal amusement facility trading association theme parks and how to keep them satisfied. worldwide starting in 1918. Seminar one was on November 14, 2016, with speakers Dave Cobb, Brad Harris, Da- vid Rosenberg and Maureen Chen. The description said that most visitors attractions understood their core audience and how to attract them, but if they wanted to grow they had to engage and reach untapped audi- ences. This really appealed to me, because SEMINARS I find it really interesting how some big cor- The three seminars are all about audience porations make this happen. EXPOSITION and how to attract them, something that My first impression of the exposition was; a is the main goal in Guest and Hospitality Seminar two was also on November 14, carnival. There was so much to see and to Services. 2016, with speakers Cynthia Sharpe and do. I did not know where to start and felt like I choose the seminars: Shawn McCoy. I really liked this seminar be- a little kid who was let loose in a toy store. 1. To reach or not to reach? when reaching cause it was very interactive, they showed Everywhere there were attractions, bouncy for a new audience is worth the effort us the latest trends. I found it very interesting castles, toys, stuffed animals, arcades, and and when not, to see that there are more experiences than food. I felt like walking through the Sligro 2. Emerging trends in Immersive Design: only museum and theme parks. They told us where you just go to eat the food. But what 2016 in review, a story and the audience had to simulate a was even more strange business people 3. Crisis communication - a look inside and campfire with bubble wrapping and noodles asking serious questions about the attrac- out. to eventually tell about the latest project tions and are really interested in what was that was happening, a summer camp for going on, on the exposition. I tried out a lot adults. 48 Seminar three was on November 16, 2016, Below the link to my vlog of the seminars of with speaker Sara Brady. This seminar was IAAPA 2016. about being prepared for a crisis because https://youtu.be/f3DhvKqoEY4 it is bound to happen. You have to train your team a certain way so they are prepa- red and can move faster.

OVERALL I learned a lot, especially at the seminars. I also had fun, so learning can be fun. I wish I had begun earlier with looking which seminars I could do and it was explained better because there were many awesome seminars. If you went to the website it was a lot and not very clearly. The seminars I did follow were very interactive and I learned more about how there are more than only museums and theme parks to entertain peo- ple.

49 APT CH ER

6.1 Plan of action6 Pag. 52 6.2 STARR-reflection Pag. 54 6.3 Bibliography Pag. 58 6.4 Attachment Pag. 59

50 “All our Dreams can come true if we have the courage to pursue them.” - Walt Disney 51 6.1. Plan of action my coordinators, managers and other cast members. I will get training about my jobs, NUMBER FIVE. WORK EXPERIENCE The last learning goal for me is working in LEARNING GOALS so this will learn me as well about how theme an environment with all the small details to NUMBER ONE. DISNEY EXPERIENCE parks work behind the scenes. Also, there will proactively prevent problems or issues that One of the things I want to learn at this allot of events and we have to prepare for bother our guests. This is also a skill by just and by watching closely I will learn more. doing, practice makes perfect. I also think internship is how Disney treats the guest, “the that my class Guest & Hospitality services Disney experience”, which to my opinion is can help with this by practicing scenarios the driving force behind the Disney Theme NUMBER THREE. COMPANY from real events and how you will solve those. Parks. I think that is what it is all about in my For me, it is interesting to learn the differen- COMPETENCES study Communication. I want to learn how ces between an American company and a Dutch company and the working relati- 1. Entrepreneurship Disney built a customer experience, how to 2. Market Research maintain it or make it grow. I want to learn this onships in the staff structure. About this, I will 3. Business and environmental analysis by my Guest and Hospitality Services classes learn the same way as my second goal, just • generic command. 1: Disney corporate strategy and through the training, I get for starting my by watching closely how my peers work. Also before leaving to Walt Disney World, I can • analysis + infographic jobs in the parks. I think through these things I 4. Strategy and policy can learn more about how to treat guest or learn a lot because paperwork and meet- 5. Planning and implementation help them if they have a concerns or pro- ings are different than Dutch companies. I 6. Communication 7. Marketing Communications blem. Or just how to get more guests to the can also learn this with my class Leadership 101, not only will I learn how to manage a • generic command. 2: Immersive Worlds in parks and to help even if they do not have creative report a problem. group, but also how someone in the Ameri- 8. Leadership and Management can business looks at leading.

NUMBER TWO. THEME PARKS NUMBER FOUR. LANGUAGE SKILL Another learning goal offered at this in- A fourth learning goal is to improve my ternship to me is the opportunity to learn English language skills. It is really important more about the work behind the scenes at for me I know how to speak and write fluently English and without making mistakes. This skill the theme parks something I always have I will learn just by doing and asking how to dreamed of. I always wanted to know how pronounce words or if I said it it all works behind the scenes, this I will learn right. Also asking people to correct me if I from my jobs in the parks. I can learn this from say something wrong. 52 ACTIVITIES FONTYS ACTIVITIES CMU

Before21-07-2016 Action Plan 15-07-2016 Learning goals and indaividual learning plan (learning objectives, skills, work, proof / pro- fessional products, planning, etc.) 26-08-2016 Harvard article

Date 14-1-2017 Reflection report / internship report 23-09-2016 Guest Services Paper (a.d.h.v. STARR method based on PoA, as- signments, training, etc.) 26-09-2016 - Check-in meeting with CMU supervisor 11-11-2016 Date 12-1-2017 Generic Task 1: Analysis report + Infographic Disney corporate strategy 18-11-2016 Disney class

Date 12-1-2017 Generic Command 2: Creative report Im- 14-12-2016 mersive worlds 2-12-2016 Final Reflection Paper Date 13-1-2017 Individual assignment: Storey in chosen pro- fession product + include attending lectu- 9-12-2016 Extra credit (optional) res. Departure Disney Final Performance evaluation Date 3-1-2017 Attachments: certificates, diplomas, other date proof etc. Disney class grade report

53 6.2. STARR-reflection sibilities taking and filling orders from a guest, Circle of Life, an environmental movie with preparing guests their food in a kitchen the characters from the Lion King. But I also SITUATION area, by grilling, frying or another way of was trained for the firework show in EPCOT, In my second year of Communication Inter- cooking. We were trained in cash handling Illuminations; reflections of earth. This meant national Event Music and Entertainment Stu- on both manuals and using computerized assisting with audience control, basically dies (CO-IEMES) I applied for an internship registers, selling alcohol and working with telling people to not sit on trashcans, stand for year 3 of CO-IEMES at Walt Disney cleaning chemicals. We had to push the he- on benches, or checking their ticket into the World, Orlando, because it was my biggest avy drink carts to our outdoor carts before FASTPASS ® area of Illuminations; reflections dream to work there someday. Before I got opening and after closing, we also had to of earth. We also had to make sure that accepted, I had to turn in my CV and do open or close our carts by ourselves or with people kept the walkway clear or help with three job interviews. One job interview with other Cast Members and you had to stand a signal 70, lost parent/child or other ques- school, one with Yummy Jobs, an intermediary for extended periods while working outside tion or concerns of the guest. I think in both of Disney, and last Sue and Dean from CMU. in summer. tasks asked a lot of you and you had to be We also had to turn in some assignments in very independent and pro-active. order to get accepted. In March I got my And for Cast Member working in attractions contract and was officially accepted into it stated that the responsibilities include: I was most comfortable with Food and Be- the College Program in Walt Disney World. Greet guest at the main entrance, stand-by verage (F&B), because I already did the line or FASTPASS ® line, loading and un- same thing in The Netherlands and knew TASK loading Guests from an attraction, cleaning very quickly what to do and what was asked I had two tasks in the six months I was working areas around the attractions or call custo- of me. I saw a lot of people struggle with the at Walt Disney World. The first three months dial if it was more than just crumbs. We were tasks in F&B, but for me it was more the lan- I was in the Food and Beverages and the trained in how to operate the ride systems guage that made it difficult to understand last three months I was working at Attrac- and we had to memorize and deliver a guest or cast members in the beginning. tions, both in EPCOT. My contract stated spiel, instructions for the guests. We had to Sometimes guests asked me something and that Cast Members working in Food and know in depth about working with FASTPASS I did not know what they meant so I asked Beverages had the responsibilities of selling ®, other ticket media and other attractions. I to explain and then I was more than capa- food & beverages at outdoor carts and/or worked in The LAND, at the attractions Living ble to help them. I was a little bit nervous indoor restaurants. In my case I worked at all with The Land, a boat ride through our eco- when a guest asked me something about the outdoor carts in EPCOT and my respon- systems and ending in the greenhouse, and the park in my first week of working, because 54 I did not know the park that well. But after a could have been with your family,” said the couple of weeks I knew the park by heart, guest. This sort of things made my job that this was very handy for my next task, Attrac- more magical! I think I went beyond what was tions. Sometimes I had to stand outside in asked for me. front of The Land building and guest would have food specific questions and I would Next to working at Walt Disney World, I had know that or other Cast Members would ask to follow two classes, Disney Guest & Hospi- me and I knew my way around the park and tality Services and Disney Leadership 101, could easily give directions. But Attractions at CMU in total 8 lessons and a couple of was more out of my comfort zone, Living with assignments for CMU. These assignments had the Land was a very slow attraction and to be made at home and turned in at the I needed to stay busy or else it was a bit website Blackboard on a specific date. For dull. But to stay busy I interacted with guest my classes I did not get graded, but I had or children by giving them stickers, wave at to have a 100% presence. the guest and ask if they needed any help. In attractions there were more Codes or Signals, challenges like lost children, mes- ses made by drunk people, little children or guests not feeling well. In both tasks I wanted to achieve that guest had their most magi- cal day of their life and wanted to do eve- rything to achieve that. I had guest telling my managers or coordinators that I made their day more magical by helping them or talking to them, or tell me that I was a doing a good job. I was very mollified on Christmas day, because guest would walk up to me and say: Thank you for working today and I would say: “of course!”, “not, of course, you 55 ACTION Oh you speak Dutch, you are from Ger- Disney than I did before I went to Walt Dis- I loved working both tasks; I felt like home, I many?; Oh Dutch, so you speak German?; ney World, not only the basic things about knew what I was doing and what was asked The Netherlands? Shouldn’t you be in the Disney, but also the more in-depth like na- of me. Sometimes it was hard, because I had Norway pavilion? Yes, these were questions mes of important people on the windows to work 8 days a week 12 hours a day and guest would ask me on a daily basis and I on Main Street or the difference scenes in guest were not nice or difficult. But I pulled still answered them with a smile. In total it was EPCOT. through and stayed nice and polite to the a rollercoaster of emotions for me, with the guest. Just the change on kids their faces guest, and Cast Members and for guest and I worked a lot of hours in both Food and when you help them, give them a sticker Cast Members. Beverage and Attractions so I gained a or tell them a story is priceless, that makes lot of work experience. I even learned how everything better or you have a wonderful RESULT I can improve my ways in Food and Bever- memory to cherish. I like handing out stickers, This whole adventure this past half year did age even though I already knew a lot. I think you could see the kids felt special if you change me, I have grown and learned a work experience you do not only get from gave them a sticker or if a kid was crying lot. My learning goals were learning about working, but also from going into the parks and you would give them a sticker they the Disney experience, learning more about and watching other people work and noti- stopped and smiled. My fellow Cast Mem- theme parks, about working at a foreign cing them and learning from them. The result bers always knew I had stickers or made a company, work experience and improving my of the CMU assignments is that I passed my comment if I pulled out more stickers out of English language skill. classes and passed my assignment with an my pocket. Cast Members liked working with A, 490 points of the 500. These classes hel- me and loved having me around at least My English language skill is one of my most ped me a lot not only at work but also in life, that is what they told me. improved learning skill and I feel very comfor- I am going to use these classes in the future table talking in English and I feel like giving at work. The assignments are also helping me My nametag says The Netherlands and a speech or speaking in public in English is completing this paper. Dutch, so the guest would comment on that now much easier for me. I notice that I took and I like to tell stories about The Nether- over the Disney experience and use it in REFLECTION lands and it was funny to see the kids eyes daily life. I look at other people and judge My reflection on my work and classes at get bigger. I had comments like The Nether- them by thinking you could have done it CMU is that it was very interesting and very lands that is next to Holland right?; The this way to make it better and of course the good experience. Which was for me a good Netherlands that is next to Amsterdam, right?; “Disney point”. I know now more about motivator to do everything possible in my 56 power.

In writing this report Iearmed that a carefull planning and discipline is of utmost impor- tance to get things done in proper time. Also, literature study should not be underesti- mated because it is very time consuming.

The long working days kept me too often away from my international friends and stu- dents where, when time had been available, I could have had more benefit from in more learning other cultures and points views of people living in those cultures.

All by all I think it was a success, I have grown, I learned more than I ever thought.

57 6.3. Bibliography

Campbell, P. (2016, september 26). Disney Hospitality & Guest Services. Park Operations. (C. van Keulen, Interviewer) Disney College Program. (2016). Hospitality and Guest services. Orlando. Lukas, S. (2013). The Immersive Worlds Handbook. In S. Lukas, The Immersive Worlds Handbook. United Kingdom: Focal Press. Pride, W. M., & Ferrell, O. C. ( 2015). Marketing 2016. In W. M. Pride, & O. C. Ferrell, Marketing 2016 (p. 720). Cengage Learning. pursuitist. (sd). The Architecture of Main Street, U.S.A. in Disney World’s Magic Kingdom – Photo Tour. Opgeroepen op Jan 7, 2017, van pur- suitist: http://pursuitist.com/the-architecture-of-main-street-u-s-a-in-disney-worlds-magic-kingdom-photo-tour/ Scalera, M. (2002, augustus). scalera_marisa_n_200208_mla. Opgeroepen op Januari 9, 2017, van getd.libs.uga.edu: https://getd.libs.uga. edu/pdfs/scalera_marisa_n_200208_mla.pdf Stein, A. (2011). Why We Love Disney. In A. Stein, Why We Love Disney (p. 282). New York: Peter Lang Publishing, Inc. The Official Disney Fan Club. (2005). Cicely Rigdon. Opgeroepen op Dec 10, 2016, van D23: https://d23.com/walt-disney-legend/cice- ly-rigdon/ The Walt Disney Company. (sd). About. Opgeroepen op november 11, 2016, van The Walt Disney Company: https://thewaltdisneycompa- ny.com/about/ The Walt Disney Company. (sd). Robert A. Iger. Opgeroepen op november 11, 2016, van The Walt Disney Company: https://thewaltdis- neycompany.com/leaders/robert-a-iger/ The Walt Disney Company. (2016, February 9). The Walt Disney Company Reports Record Quarterly Earnings for the First Quarter of Fiscal 2016. Opgeroepen op november 11, 2016, van The Walt Disney Company: https://thewaltdisneycompany.com/the-walt-disney-company- reports-record-quarterly-earnings-for-the-first-quarter-of-fiscal-2016/ Themed Entertainment Association (TEA). (2016). TEA/AECOM 2015 Theme Index and Museum Index: The Global Attractions Attendance Report. Opgeroepen op november 11, 2016, van teaconnect: http://www.teaconnect.org/images/files/TEA_160_611852_160525.pdf Veness, S. (2015). The Hidden Magic of Walt Disney World. In S. Veness, The Hidden Magic of Walt Disney World (p. 256). Avon, Massa- chusetts: Adamsmedia. Walt Disney World. (sd). hearing-impaired-services. Opgeroepen op dec 10, 2016, van Disneyworld: https://disneyworld.disney.go.com/ guest-services/hearing-impaired-services/ D23. (sd). Disney A to Z. Opgeroepen op March 30, 2017, van D23: https://d23.com/a-to-z/ tutto-italia-ristorante/ Hemmington, N. (2007, september). Hemmington_Output_4. Opgeroepen op March 27, 2017, van eprints.bournemouth: http://eprints.bour- nemouth.ac.uk/836/1/Hemmington_Output_4.pdf 58 Spence, J. (2012, April 16). Blogs. Opgeroepen op March 30, 2017, van land.allears: http://land.allears.net/blogs/jackspence/2012/04/ the_outpost_in_epcots_world_sh.html Spence, J. (2012, Januari 12). norway_pavilion. Opgehaald van land.allears: http://land.allears.net/blogs/jackspence/2012/01/norway_ pavilion_part_one_1.html Spence, Jack. (2011, December 6). italy_pavilion. Opgeroepen op March 30, 2017 , van land.allears: http://land.allears.net/blogs/ jackspence/2011/12/italy_pavilion_part_two_1.html

6.3. Attachment

The second attachment is all my assignment from CMU. See 2220314_CMU_bijlage.

59 Good bye may seem forever. Farewell is like the end, but in my heart is the memory and there you will always be. - Walt Disney