Swim up with Ariel and friends

Swim up with Ariel and friends COnceptbook Walt Disney World Resort

By: Karin Ramaker International Lifestyle Studies 2017-2018 Finished on 31-3-2018 Studentnumber: 2808188 PCN: 343698

Preface Welcome to this report written by Karin Ramaker.

Studying International Lifestyle Studies, it gave me the opportunity to do my internship at the Walt Disney World Resort in Orlando, Florida. This has been an amazing time and it gave me so much opportunity to grow as a person and lifestyle professional.

My time in Orlando has been amazing. While learning so much about the leisure and theme park industries I also learned about Disney’s way of guest experience. The experience and impressions left on the guests visiting Walt Disney World has made me realize what a big impact even a small person like me can have. For the second assignment of this internship there was a part of the Disney content chosen to work with. I choose the story of the Little Mermaid.

This story always intrigued me as a child and I used to always love to swim and dream of becoming a mermaid. Doing all this research and learning how one can experience being inside the story has learned me how to create experiences and how to fully live them.

This report has been made possible thanks to the opportunity ILS gave me and the amazing experience of the Disney College Program. Living at Chatham Square where I learned so much about myself and others has been one of the best experiences of my life.

I hope you enjoy reading my insights in this project and thank you in advance.

Karin Ramaker Orlando, November 2017

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Table of contents What

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Who

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How

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How Much

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Wrap Up

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Sources

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What Design 1 Swim up with Ariel and friends!

“Take a swim in the deep ocean with Ariel” This design is inspired by the signal used in the trend analysis from the architect who want to build a vertical theme park.

With this design a building will be build to go up. It will stand taller and inside is an actual tall, round aquarium. You sit in one of the shell chairs also used in the attraction: Into the Sea- Journey of the Little Mermaid. These chairs however don’t just follow a little trail. Instead of going forward, one goes up. When going up like an elevator you see the aquarium, filled with beautiful fish and the story of the Little Mermaid projected on the glass in front of you. The creates the visual that you are actually swimming with her.

The experience can be expanded by adding the smell of the beach, little breeze, and drops of water. This will enhance the feeling of being underwater.

The way the lights are placed also produce visual of waves. The music used is the music from the movie but the instrumental versions. This is to create a flowing storyline without the attraction becoming a musical. Interaction is incorporated into the design by Ariel asking you to look out for Ursula and pointing whenever you see her. She will also talk directly to you, which causes her to break the fourth wall.

The story in this attraction is that you’ve gotten a special surprise, Ariel will show you personally around the big ocean. She will take you to all her special spots however, once on this journey Ursula follows her, trying to steal her voice. Of course she doesn’t succeed, but she does come close once. After touring through the ocean you and Ariel work together to defeat Ursula. Because of the wide range of nationalities of people visiting the park, 3

this attraction has the option to choose a language before entering. Most parents visiting do speak English. The important actor is the child; they get the full experience so they should understand the story being told.

This attraction will be in Epcot, right next to Finding Nemo. This attraction already has a full aquarium and this could be used for the production of this design. Placing it in this part of the park it will not disrupt the setting and feel of the surroundings.

Pains relieved: Respondents were talking about the lack of realism. In this time, we are used and expect every experience to feel realistic.

The perception of realism for a child has changed. These children see technology every day and in their mind everything is possible. By adding actual water and live fish as a realistic element this will improve the immersive experience. As there is much to see that surroundings are less noticeable.

Pre exposure The visiting guest hear of the new attraction before visiting the park. They gain knowledge of the attraction trough social media, in which they see pictures and reviews. They can also learn of the experience from friends and family who visited before. Once in the park the attraction will be shown on the map and presented on the signs pointing into its direction.

will have a sand-like texture creating a feeling as belonging to the sea. Right before entering the family can choose a language in which the story will be presented. The default language is English.

Once entering the shell chair, the family is strapped in, to make sure everything is secure. The seat will start to move up, exposing the first sight of the aquarium.

This is where an important touch point is located. This is the first contact with the life fish and the first time seeing Ariel.

They get the first interaction which is Ariel waving and saying hi to them. The children are waving back and loving it. As they progress through the story the children are searching for Ursula, fully immersed into the story. The fish swimming with gives the guest a true feeling as if they are in the sea. While Ariel tells little stories while showing the scenarios it is very easy to understand without having seen the movie. The family is not distracted by other carts around them. The shell they are sitting in has a little roof, which objects them from looking above. There is a speaker inside the shell which is loud enough for the guest to hear and it feels like Ariel is swimming right next to them.

Direct exposure.

The first thing the guest will see when walking towards the attraction will be the sign saying: “Swim up with Ariel and friend.” This is the first touch point. It indicates the entrance and a small indicator of the theming. The story in the line will tell the guest that they have gotten a special surprise in which Ariel will show them around the ocean. Once in line the guest will feel like they walk from the beach into the ocean. The color blue will gradually go higher up the wall as the lines moves further along. The floor and walls

Post exposure.

After the experience the guest get a memory by having a Photopass picture taken during the ride upload on the My Magic account. While walking out the children see the merchandise and have to get something. The guest leaves with a happy feeling, knowing that everything is right and they defeated Ursula. They show friends and family the picture or/and talk about the ride itself. Every time watching the Little Mermaid they are reminded of this experience and it will stay with them for a long time.

Customer journey The customer journey is created to show every touch point the guest comes in contact with. By following a guest into the attraction every aspect will be shown and it gives inside in what would work for the target group and what would not. In this customer journey we follow around a family with young children. We see everything from the eyes of the parents.

This also gives inside on the reactions of the children.

All touch points will be appointed between pre exposure, direct exposure and post exposure.

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Who To show who is visiting the current attractions at Walt Disney World all information gathered from a large amount of observation and knowledge from cast members working these locations is brought together into a table. These tables explain what the target group thinks about both of the attractions.

Pains Under the Sea- Journey of the Little Mermaid Can be boring for adults Rides stops often

Gains Under the Sea- Journey of the Little Mermaid Recognizable scenes from the movie Entertaining wait line

Lack of actual water element

Slow ride, perfect for children Fun animatronics, lots of color and detailed elements Air-conditioning available

Pains Voyage of the Little Mermaid Very low ceiling in waiting area Old attraction, can be noticed by smell of theater and quality of video projection Doesn’t include the whole story (Observation 1, 2017) (Observation 2, 2017)

Gains Voyage of the Little Mermaid Air-conditioning available Live performers Family oriented attraction

Furthermore, to visualize the target group a persona has been created. This person is the same for both attractions as they are very similar. (Guests at Cirque du Soleil, 2017) Meet John John is a dad of 2 girls, Courtney (6) and Ashley (8). They are from Arlington, Virginia and do a family trip to Disney once a year to strengthen their family bonds and to have a fun vacation with the family. John is a business man and he and his wife both have full time jobs and are very busy during the day. John plays baseball once a week and every other minute of his spare time is devoted to his girls. They experience Disney by enjoying the small attractions with the use of fast passes, therefore his children don’t have to wait in line.

“I am happy whenever I see that smile on my girls’ faces.”

“Every year we do a family trip to Disney to have some quality family time and make some more memories.”

Meet Ashley Ashley is 8 years old and in the 3th grade of elementary school. She lives in Arlington, Virginia with her mom, dad and little sister. She loves playing with her dolls, building Lego’s, drawing, watching Disney movies. She likes going to Disney a lot, especially seeing the princesses, but she doesn’t like the plane. According to John, Ashley is very patient waiting in line if its no more than 30 minutes. After that it takes to long.

“I think it’s very fun to go see the princesses, I want a dress just like them.”

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How Realizing this project different aspects need to be implemented. Additions to the theme park Epcot are mentioned below, as are the carts and all elements regarding the senses of the guests. This implementation is made from the aspects of the project which I think are important. However, if a professional in this realization phase would take a look they would probably add important aspect which I didn’t think of.

Below are my findings in important developments to realize this project.

As mentioned before this attraction will be located in Epcot. Right next to the attraction of Finding Nemo. This attraction already has a big aquarium which is very convenient to use for the building of this attraction. To give the guest the experience that they walk into the sea, a waiting line with this theming need to be created. This will also have to give the story of how special every individual is that they are going on this adventure. There has to be a wall constructed right in front of the aquarium. On this wall almost the same carts as used by the attraction: Into the Sea- Journey of the Little Mermaid must be installed. They have to be able to go up and follow the trail instead of forwards. This means the technical feature

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must be implanted on the back of the cart.

A projector must also be installed on the carts. This is to project the story on the glass of the aquarium. To finish off the building of the carts the speakers need to be installed.

To add more realism to the project the projection on the glass must be clear to see. This will be possible by keeping the light in the cart to a minimum. The smell of the beach needs to be incorporated. To give the feel of the ocean. An other element regarding the ocean and beach theme is sounds. The sounds of the voice of Ariel is very clear, everyone needs to be able to understand this. With the option for different languages these voices need to be recorded. The music on this ride is instrumental music from the movie the Little Mermaid. To give Ariel the chance to talk and tell a story the music is without lyrics. This does give the feel of comfort as the guest does recognize the music. This feeling is created because it gives the guest memories of the movie which leads to them not being totally surprised by the storyline.

How much A description of the cost, earnings and the balance will be presented to describe the money flow of this project. Disney has a big budget as it is a big and fast developing company.

These are my thoughts on what parts of the project need to be invested in and what parts will create revenue. At the end a small summery in the form of a table will be presented in which the balance is described.

Costs All elements in this project that will require an investment are the following: - The location of the attraction. Part of the location in Epcot needs to be made clear in order for this project to fit. The building which holds the attraction needs to be build.

This is a big investment and will cost a lot of money as it needs to be design, build and maintained.

- The carts, the design is already present and in use. The carts need to be build a little different with some extra additions; the projector and speakers.

- The story needs to be completely written out, this will be done by a team of professionals.

- More cast members need to be hired to work and maintain this location.

Earnings The elements to this project that improve income are the following: - The attraction has a Photopass element incorporated. This gives the guest the option to by the picture after the ride.

- After exiting the ride, the guest walks through a merchandise store. After a good experience the guest will buy a souvenir to remember this experience by.

- Because a new attraction opened the popularity of the park will rise for the first few months.

- Also because of a new attraction the media can be included in the opening. With more attention from media the park will gain more revenue.

Balance Costs - All new building - Carts - Storyline - Cast Members Earnings - Photopass - Merchandise - Higher park entry - Media

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Thank you Finally, this project has come to an end. After months of learning and experiencing it has come to an end. Just as this report. Doing this research and walking around Disney myself has been amazing. Thank you for the opportunity to let me experience this.

I hope this report inspires you and I am curious to learn your reactions to my research.

Karin Ramaker International Lifestyle Studies karinramaker@hotmail.com +31611059079

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sources

Alton, E. (2016, March 9). How Do We Address Environmental Sustainability in Entertainment Design? Opgeroepen op March 13, 2018, van Entertainment Designer: http://entertainmentdesigner.com/news/theme-park-design-news/how-do-we-addressenvironmental-sustainability-in-entertainment-design/ Bearne, S. (2016, February 29). How technology has transformed the travel industry.

Opgeroepen op March 16, 2018, van Media& tech network: https://www.theguardian.com/media-network/2016/feb/29/technology-internet-transformedtravel-industry-airbnb Brinkhuijsen, M., Jong, H. d., & Schröder, R. (2009). Leisure and landscape: trends and impacts, facts and figures. Opgeroepen op March 15, 2018, van recreatie en ruimte: http://www.recreatieenruimte.nl/wp-content/uploads/rapportagefactsandfigures.pdf D23. (N.D.). Disney History. Opgeroepen op January 24, 2018, van D23: https://d23.com/disney-history/ Donyamali, A. (2015). Social Impact of Amusement Parks. N.D.: The Caspian Sea Journal.

Elevation Burger. (2013). Menu. Opgeroepen op March 16, 2018, van elevationburger.com: http://elevationburger.com/our-menu/ Green is Universal. (2016). Green is Universal. Opgeroepen op 2018, van http://www.greenisuniversal.com Guests at Cirque du Soleil, . (2017, August 25). Conversation guests opinion about the attraction. (K. Ramaker, Interviewer) IAAPA. (2016). Amusement Park and Attractions Industry Statistics. Opgeroepen op March 13, 2018, van IAAPA.org: http://www.iaapa.org/resources/by-park-type/amusement-parksand-attractions/industry-statistics Ju-Hyun Kim. (2017, August 5). Vertical Theme Park of the Future by Ju-Hyun Kim architecture. Opgeroepen op March 4, 2018, van architectureholic: http://www.architectureholic.com/vertical-theme-park-of-the-future-by-ju-hyun-kimarchitecture/ Local measure. (N.D.). The Theme Park Technologies Transforming Guest Experience.

Opgeroepen op March 15, 2018, van Trends: https://www.localmeasure.com/resources/trends/theme-park-technologies-transformingguest-experience Lukas, S. (2012). The Brand and the Senses. In S. Lukas, Immersive World (p. 271). Taylor& Francis.

Market research reports. (2015). TRAVEL & LEISURE INDUSTRY CURRENT TRENDS. Opgeroepen op March 23, 2018, van Market research reports: https://www.marketresearchreports.com/travel-leisure Medical Realities. (2016). Medical Realities. Opgeroepen op 2018, van http://www.medicalrealities.com/ about/ Niles, R. (2013, August). Theme park history: A short history of SeaWorld Orlando.

Opgeroepen op March 23, 2018, van Theme Park Insider: http://www.themeparkinsider.com/flume/201308/3587/ Observation 1. (2017, September 14). Observation Voyage of the Little Mermaid. Orlando, Florida, US. Observation 2. (2017, September 28). Observation Under the sea- Journey of the Little Mermaid. Orlando, Florida, Us. Oculus Rift. (2016). Oculus Rift. Opgeroepen op 2018, van https://www.oculus.com/en-us/ 9

Recron. (2010). Onderzoek voor Gastvrij Nederland. Opgeroepen op March 23, 2018, van recron innovatie campagne: http://www.recroninnovatiecampagne.nl/nl/informatie/onderzoekdagrecreatie/brand-strategy-research-model Reijerman, D. (2016, January 3). Energieleverancier Qurrent heeft een concept laten ontwikkelen om een windmolenpark op land om te vormen tot een eco-pretpark met attracties als waterglijbanen en achtbanen. Opgeroepen op March 6, 2018, van duurzaam bedrijfsleven: https://www.duurzaambedrijfsleven.nl/energie/11151/qurrent-maakt-vanwindmolenpark-een-pretpark Roen, T. (2017, April 24). Theme park demographics changing: Higher incomes and more millennials. Opgeroepen op March 15, 2018, van orlando rising: http://orlandorising.com/theme-park-demographics-changing-higher-incomes-and-more-millennials/ Roseboom, M. (2017, June 22). Theme Park of the Future: A look at technology trends driving the industry to new heights. Opgeroepen op March 14, 2018, van attractions magazine: http://attractionsmagazine.com/theme-park-future-trends-driving-industry-newheights/ SeaWorld. (N.D.). History. Opgeroepen op March 24, 2018, van SeaWorld Parks and Entertainment: https://seaworldentertainment.com/en/who-we-are/history SeaWorld. (2016). Last Generation. Opgeroepen op 2018, van seaworldcares: https://seaworldcares.com/en/Future/Last-Generation/ Skully. (2016). Skully AR-1. Opgeroepen op 2018, van https://www.skully.com/ Smartagent. (2014). BSR module. Opgeroepen op March 23, 2018, van BSR model: Smartagent.nl.

Sutmuller, J. (2014). Valuefit Canvas. In J. Sutmuller, Serious Concepting (p. 227). Tilburg: Fontys Acadamy for Creative Industries.

The Virtual Reality Cinema. (2016). the vr cinema. Opgeroepen op 2018, van https:// thevrcinema.com/nl/experience The Void. (2016). the Void. Opgeroepen op 2018, van https://thevoid.com/ The Walt Disney Company. (2017). Our Businesses. Opgeroepen op March 18, 2018, van https://thewaltdisneycompany.com/about/ The Walt Disney Company. (2017). Walt Disney World. Opgeroepen op March 24, 2018, van disneyworld.disney.go.com: https://disneyworld.disney.go.com/en_GB/ TrendOne. (2017). Clean Tech. Opgeroepen op March 23, 2018, van trendone: https://tool.trendexplorer.com/en/macrotrend/clean_tech_2 TrendOne. (2017). Sensation Marketing. Opgeroepen op March 23, 2018, van trendone: https://tool.trendexplorer.com/en/macrotrend/sensation_marketing_2 Turner, R., & Freiermuth, E. (2017, March). TRAVEL & TOURISM ECONOMIC IMPACT 2017 UNITED STATES. Opgeroepen op March 14, 2018, van wttc.org: https://www.wttc.org//media/files/reports/economic-impact-research/countries-2017/unitedstates2017.pdf Weiermair, K., & Mathies, C. (2004). The Tourism and Leisure Industry: Shaping the Future.

In The Tourism and Leisure Industry: Shaping the Future. Haworth Press.

Werner, P. (N.D.). A brief history of Universal Orlando. Opgeroepen op March 16, 2018, van wdwinfo: http://www.wdwinfo.com/universal/universal-studios-florida/History-of-universalorlando.htm

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Reseach report Analysis - Target group analysis - Client analysis - Trend analysis - Industry analysis

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Practical research of attractions with use of the Immersive World by Scott Lucas.

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Value fit

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Concept designs

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Concept test and conclusion

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Transcriptions

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Sources

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Analyses The research done for this concept book is done by looking at the target group, client, leisure industry and trends. Each one has its own kind of research which is necessary to receive the information needed to get into the brainstorming sessions. The attractions are located in different parks; hence I will be discussing these in different parts.

Target group This information is gathered from experience. Online research regarding who visits these attractions is slim, hence there is decided to incorporate a large amount of observation and knowledge from cast members working these locations.

From observations in the parks and knowledge from cast members working these attractions there can be concluded that the target group for the Voyage of the Little Mermaid and the Under the Sea is young children and their parents. This does not differ between parks. The Voyage of the Little Mermaid is completely in the dark which can be uncomfortable for younger children, the attraction Under the Sea- Journey of the Little Mermaid has more light but the cart moves in ways, sometimes unexpected for the child. This is way is concluded that these attractions are most appreciated by children between the age of 5 and 12.

The movie the Little Mermaid is made to attract children interested in fairytales. To also attract the parent to take their children, the theme of the attraction is incorporated all throughout the outside and the road to the entrance. These people spend a large amount of money to enter the park and are willing to stand in line for a maximum of 45 minutes. The children visiting these rides are between the age of 5 and 12, they have trouble waiting for a longer period of time, hence the maximum of 45-minute wait. To keep the families entertained during the wait the attraction Under the Sea- Journey of the Little Mermaid has fully immersed the waiting line as if one is walking into the sea. (Observation 1, 2017) (Observation 2, 2017) To clarify what the target group wants and needs the pains and gains are presented in the following tables: Pains Under the Sea- Journey of the Little Gains Under the Sea- Journey of the Little Mermaid Mermaid Can be boring for adults Recognizable scenes from the movie Rides stops often Entertaining wait line Lack of actual water element

Slow ride, perfect for children Fun animatronics, lots of color and detailed elements Air-conditioning available

Pains Voyage of the Little Mermaid Very low ceiling in waiting area Old attraction, can be noticed by smell of theater and quality of video projection Doesn’t include the whole story

Gains Voyage of the Little Mermaid Air-conditioning available Live performers Family oriented attraction

To gain more knowledge there was a little chat with 2 guests who were visiting Cirque du Soleil (my work location). They had some questions about the parks and it led to a conversation in which I got to ask them about their opinions about the park. The transcript is found at the end of this report.

(Guests at Cirque du Soleil, 2017) 12

To gain more inside knowledge on the attraction I interviewed cast members working these attractions. To learn more about the usual flow of the attractions I asked the following questions: What do you think of the attraction?

What kind of guest visit here?

Do you see difference in behavior between guests of different ages?

How long are the wait times?

Do you think the wait time has any influence on the type of guest entering?

Do you think the ride operates as good as it can?

What are the responses of the guest getting of the ride?

The interviews with the actual guest was hard to do. These people were willing to talk to you but only for a very little bit as they had the whole park to explore. Hence, I decided to keep the interviews very short. The following questions did give more inside on the pains and gains of the target group. The transcripts are found at the end of this report.

Interviews were taken in the Magic Kingdom and in Disney Hollywood Studios.

Did you see the movie the Little Mermaid before you went on this ride?

Did you recognize the storyline of the movie in the attraction?

Did you have any expectations beforehand?

What positively stood out for you during the attraction?

What was a negative part of the experience?

What did you think of the queue?

Did you think of anything that could have been done better?

Segmentation To get a better understanding of the target group the BSR model was used to place them into a visual map.

In the following map four different worlds are displayed. The red world with the key word vitality shows people who are younger energetic people who are passionate about what they do and want their freedom. The yellow world has the key word balance. This includes people who look for an active life but they need to have stability in order to feel comfortable. They are looking for ways to enjoy themselves with friend and family. The blue world had the key word control. These people want to have a clear view of what is going on, where it is happening and who are involved. Only with all this knowledge these people can life a comfortable life. The last world is the green world. Its key word is certainty. To be a part of the green world the target group needs to have security in their daily lives. They are conservative, don’t open up easily but are very loyal. (Recron, 2010) The mentality model is a model which is often used within International Lifestyle Studies since they made clear segmentations for all youth/young adults. The target group used in this research would fit right in the yellow world, with a small hint of the red world. When going to Disney the mindset of the consumer is changed. They are open for experiences and want these experiences. They fit in the yellow world because they want to feel entertained and enjoy their time off. Family is important and to find a place where all of them could be together is perfect for this group. The target group is open for new experiences but it has to be under control. The experience must not be too outgoing, otherwise they are out of their comfort zone. This is why I think the target group also has a little hint of the red world.

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(Smartagent, 2014).

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Client History Walt Disney began his successful career together with his brother, Roy Disney. Together they created the company Disney Brothers Cartoon Studio. Soon after the company changed its name to Walt Disney Studios. The first comedy the company released was Alice’s Wonderland. An animated cartoon with a little girl as the main character. The girl wasn’t animated, the company combined the pictures of the girl with the cartoon drawings. This was the start of the success of the Walt Disney company.

After more cartoons the company started to expand and it was time to move on to a bigger studio. This is when they opened Hyperion Avenue in Hollywood. This is the place where the famous mouse was created. He created a new cartoon, the first with synchronized sound, Steamboat Willie. This introduction to Mickey Mouse led to a series of cartoons about the character. The next big happening for the Walt Disney company was Flowers and Trees, a Silly Symphony, the first full color cartoon. This led to them winning the Academy Award for best cartoon in 1932.

In 1930, to expand the company even further, Disney decided to start merchandising the characters. They also created a Mickey Mouse book and the first Mickey Mouse newspaper comic was released. Four years later the idea for Snow White and the Seven Dwarfs was introduced, even tough no one was excited at first Walt’s enthusiasm turned it around. Three years later Snow White and the Seven Dwarfs was released and an instant hit with the audience. The company went on with the making of cartoons and full length animated movies and kept expanding the company.

Walt Disney wanted to get more out of their success and decided to move to another branch, the theme park industry. (D23, N.D.) Vision ‘’Disney’s leadership team manages the world’s largest media company and are the visionaries behind some of the most respected and beloved brands around the globe. Their strategic direction for The Walt Disney Company focuses on generating the best creative content possible, fostering innovation and utilizing the latest technology, while expanding into new markets around the world. (The Walt Disney Company, 2017).’’

Mission ‘’The mission of The Walt Disney Company is to be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world. (The Walt Disney Company, 2017).’’

Focus of research Walt Disney World Resort which opened October 1st, 1971 this location is home to four theme parks, two waterparks, five golf courses and 28 Disney Resorts.

To list things up the four theme parks are Magic Kingdom, Epcot, Disney’s Hollywood Studios and Disney’s Animal Kingdom. The two waterparks are called Typhoon Lagoon and Blizzard Beach. All the classic attractions mention and Disneyland are present in these parks. Because of the large ground Disney owns there is much more to explore in all the massive parks. (The Walt Disney Company, 2017) The part of the park this paper focusses on is the Little Mermaid. This part of content is located in 2 different parks, Disney’s Hollywood Studios and Magic Kingdom. The attractions are called Voyage of the Little Mermaid and Under the Sea- Journey of the Little Mermaid.

These will be further explained one by one.

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To start of with Voyage of the Little Mermaid. This is located in Disney’s Hollywood Studios.

It is a live show, featuring puppets and actors for the main characters Ariel and prince Eric.

There is no height requirement as it is just a sit down show. There is the availability to order a Fastpass to not stand in line. The length of the attraction is 17 minutes and is wheelchair accessible. More about the attraction and experiences created for both attractions will be found below.

Next is the Under the Sea- Journey of the Little Mermaid attraction. This is located in the Magic Kingdom. It is a slow ride who shows you the whole story of the Little Mermaid. Here is also no height requirement as the child can sit next to the parent and the ride is very slow.

There are Fastpasses available and it is wheelchair accessible.

Problem occurring The rides are not as popular as they used to be. They are fun for the children entering the ride, however parents can find them quite boring.

Competitor analysis The Orlando area is known for the many amusement parks. Being part of this industry in this region can be very competitive. The current leader is Walt Disney World but rivalry Universal is creeping up on them.

By mentioning Universal, SeaWorld and Busch Gardens I want to show how competitive this market is in Orlando. How do you attract the guest to come visit your theme park? This is a difficult situation. There are many hotels offering discounts and transportation for all parks.

Restaurants in the area give discounts on showing your park entry. It is very competitive.

Universal Universal studios opened in 1990 in Orlando, Florida. It became the first serious rival of Disney. After a kind of a rough start Universal started growing and by 1996 they were ready for an expansion. They knew that if to compete with Disney, Universal needed to grow into a full resort. The plan was a whole new theme park, Island of Adventure, a resort hotel and dining and nighttime entertainment district, CityWalk. This had a huge impact and the amount of visitors doubled. (Werner, N.D.) Universal is a fast developing theme park and now a-days with the Wizarding World of Harry Potter and the new addition waterpark Volcano Bay, Disney should really watch its back.

Although the target group of Universal is slightly older than Disney’s they also focus on entertainment for the whole family. I noticed myself that Disney put more value on guest service by stricter rules for cast members and just giving the guest all they want. They want to make sure every family has the best vacation. Universal’s guest is different; they do not care so much for the total experiences. They want to see everything and do everything, as fast as possible. It is not like Disney where people take their time to experience a few rides, meet characters and take a lot of pictures. In Universal people seem to have the goal to go through both parks in one day.

SeaWorld SeaWorld is an attraction park in combination with a zoo, specified on sea life. It opened in 1973 and it is the third SeaWorld theme park in the chain. The other two locations are San Diego and Aurora, Ohio. The park opened with a wide range of shows and animal exhibits.

When in 1989 they combined with Busch Gardens the park expanded by adding thrill rides and attractions. (Niles, 2013)

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SeaWorld is developing into a big theme park by adding attractions with advanced technology. They lead the industry by having the first VR rollercoaster out of these 4 parks.

SeaWorld is definitely a park to look out for, as they are fast developing and offering a real memorable guest experience.

Busch Gardens This theme park is part of the SeaWorld company. The park is located in Tampa, Florida.

The park opened in 1959 as a bird sanctuary and garden. Since then it developed into a family oriented theme park and it is designed to immerse guests in foreign geographic settings. All throughout the park, different locations of the world have been portrayed. This park has in my opinion some of the best rollercoasters in the area. (SeaWorld, N.D.) Busch Gardens now a-days is a park with lots of big rollercoasters and combines this with animals and cultures from around the world. This park is a player in the competitor field because of the goals to immerse the guest into an experience. The park, in my opinion, is totally different from Disney and Universal. As these two parks use movies and entertainment to let their guest recognize the theming, Busch Gardens has none of these factors. They use edutainment to let its guest learn about different cultures and species. This park is very much to my liking, but its not close to the Orlando area as Disney, Universal or SeaWorld. Busch Gardens is located in Tampa which is about a two-and-a-half-hour drive from Orlando.

Disney currently The management team who have the vision and strategy to improve the Disney company over and over again consists of: Robert A. Iger, CEO Alan Braverman Bob Chapek Alan F. Horn Ronald L. Iden Kevin Mayer Christine M. McCarthy Zenia Mucha Jayne Parker James Pitaro Ben Sherwood Brent Woodford (The Walt Disney Company, 2017) The board of directors are invested into the long term value of the company, they work with global organizations and industry to bring a diverse range of knowledge, perspective and experience to the company. This group consist of: Robert A. Iger Susan E. Arnold Mary T. Barra Safra A. Catz John S. Chen Francis A. Desouze Maria Elena Lagomasino Fred H. Langhammer Aylwin B. Lewis Mark G. Parker (The Walt Disney Company, 2017) 17

As research in a paper before this, the corporate strategy is as following: In the Media networks Disney now owns a vast array of broadcast, cable, radio, publishing and digital business, which are: -­‐ The Disney/ ABC television group -­‐ ESPN inc.

These two include Disney Channel, ABC, ESPN and Freeform Parks, experiences and consumer products is where the stories, franchises and characters come to life. This includes the following: -­‐ Disneyland Resort -­‐ Walt Disney World -­‐ Shanghai Disney Resort -­‐ Disneyland Paris -­‐ Tokyo Disney Resort -­‐ Hong Kong Disneyland -­‐ Disney cruise line -­‐ Disney vacation club -­‐ Aulani, a Disney resort and spa -­‐ Adventures by Disney -­‐ Walt Disney Imaginering -­‐ Disney Publishing Worldwide -­‐ Disney Store The part of the company that creates the movies, plays and music is Studio Entertainment.

This includes the following brands: -­‐ The Walt Disney Studios -­‐ Walt Disney Animation Studios -­‐ Pixar Animation Studios -­‐ Disney Music Group -­‐ Disney Theatrical Group -­‐ DisneyToon Studios -­‐ Marvel Studios -­‐ Disney Nature -­‐ Lucasfilm LTD To give consumers around the world the best experience, Disney put down its global footprint by working with international media businesses. These fall under the Direct-toConsumer and International section, companies included are: -­‐ Bamtech Media -­‐ Disney Digital Network (The Walt Disney Company, 2017) All these people and partners work together to make Disney the strongest player as can be.

With tight contact and visions to broaden their horizon, Disney is developing strong. Its revenue keeps growing and it shows in the amount of content brought to the market. The company is inspired and ready to grow even bigger.

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Trends Micro: Virtual reality This micro trend is about the use of virtual reality in our daily lives. More and more opportunities to use VR are developing and there are some creative ways in which people use this tool.

• Skully AR-1: This augmented reality helmet makes sure riding a motorcycle is safer than ever. By looking through a 180 degrees’ camera you know exactly what is happening behind you. Besides there is also a navigation system with audio and visual support present and a speedometer. (Skully, 2016) • Oculus Rift: Oculus is a pioneer in the industry of virtual reality. In 2015 Facebook bought the company for 400 million USD and 1,6 billion in shares. When a big company invests this much there must be a great future hidden in this business.

Oculus mainly focusses on the development of games via their virtual reality set.

(Oculus Rift, 2016) • The void: The first virtual reality theme park. Physically it is a big building with a lot of empty objects inside. However, walking around with the virtual reality set the consumer experiences a whole lot more. Different genre of games can be played, like shooter, adventure, horror and many more. There is also the option to have a simulation make you feel exactly like how it would be to fly a plane. (The Void, 2016) • Medical realities: By the use of Oculus Rift medical reality offers a new way of training for surgeries. They specified the technology to give the most realistic view of leading a surgery. This technique helps lower the cost of training which gives more people the opportunity to learn. It also helps make the process of training more sustainable, as no physical bodies need to be used. This company also did the first livestream of a virtual reality surgery, this gave surgeon from all over the world to experience this and help figure out the best way to attack the problem. (Medical Realities, 2016) • Virtual reality cinemas: worlds first virtual reality cinema opened in Amsterdam. By the use of the Samsung Smart gear the guest can experience the movies in 360 degrees. The guest sits on a swivel chair and has the opportunity to twist and look wherever they want. Currently it is possible to make choice out of 12 short movies, but they will keep expanding over time. (The Virtual Reality Cinema, 2016)

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The green theme park The theme park industry is growing and has to think about the effect on the world in terms of sustainability. The following signals are examples of what companies are doing to help the environment and what concepts are created to influence the consumer to make the best choices.

• Orca breeding: As the population learns more about the earth and its inhabitants we discover situations that sometimes need to be addressed. As was the situation with SeaWorld breeding the killer whale. Organizations against these types of animals being bred in SeaWorld came public saying that it was against animal rights. After a long process of research and lawsuits the company decided to stop the breeding of these animals. (SeaWorld, 2016) • Green is Universal: Universal Studios, theme park located in Orlando started this initiative to reduce the pollution caused by the theme park industry. They are committed to sustainability and want to reach the goal of far less waste by placing recycling bins, use of natural ingredients for food and merchandise and the use of bio-diesel. Next to the parks they incorporate the hotels and resorts on property as well. All the excess food Universal has is donated to the Second Harvest Foodbank.

(Green is Universal, 2016) • Villages Nature Paris: A new way of spending the night at Disneyland Paris has opened in the summer of 2017. Villages Nature Paris is a big resort completely run on natural energy. There are 5 different worlds on property which are: Aqualogon, this is where the outside pools are with all natural filters and the water is heated from the warmth of the earth. Farm Bellevie, here you experience nature with all your senses.

You can get food straight from the garden and milk the cow yourself to get milk.

Extraordinary Gardens, this location has 4 different gardens inspired by the 4 different elements. This is a place to find peace and take a break. Forest of Legends, this is mainly made for children as it is a way to explore the forest. There are different trails marked and huts to build all with elements from the forest itself. The last world is the Lakeside Promenade, here you can walk through a green city, dine shop and enjoy yourself while enjoying the nature around you. Every aspect of this resort has nature incorporated within. To change the expectation of tourists by showing them other ways to enjoy their stay is the main goal.

• Wind Farm amusement park: Dutch company Qurrent hired Jora Entertainment to create a theme park out of one of the wind farms. One location with all the big wind turbines would be turned into a theme park. This is to support the energy obtained by wind power, to get its guests to experience clean energy in a fun and educational way. If the theme park will be actually build isn’t assured yet. (Reijerman, 2016) • Vertical theme park: Architect Ju-Hyun Kim designed a vertical theme park. It was created to show a way to incorporate a full theme park into a city like New York. The concept is predictable to be a theme park without cars, recyclable waste, green energy and sustainable materials. The tower would include a flume ride, sky promenade, city diving, a roller coaster, a ferries wheel, restaurants, a vertical carousel, and a space theater. (Ju-Hyun Kim, 2017)

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Macro trends: • Clean Tech& Clean Plate Clean tech refers to ecologically clean technologies and methods that help to reduce emissions and spare resources. The driving forces behind the clean tech economy are the growing ecological awareness, the economic desire to achieve a boost in efficiency and the political will to regulate CO2. The micro trend the Green Theme park shows different ways in which the theme park industry can cooperate by using sustainable technologies. There is also a shift happening regarding waste. There is a growing awareness in Western industrial nations of the continuing problem of food waste. Restaurants offer to wrap up leftover food or cook meals using ingredients that are close to their use-by date. Consumers are now also more willing to buy less attractive looking fruit and vegetables, and thereby avoid goods being simply thrown away. (TrendOne, 2017) • Sensation marketing Brands use sensation marketing to generate attention with the help of creative, sophisticated and sometimes confounding out-of-home stunts. Images and videos can accompany such stunts online so that they can be shared in social media. This multiplies the advertising effect greatly. When campaigns move away from traditional billboard advertising to unexpected locations and unusual places, this is referred to as ambient media. The micro trend virtual reality contributes to this macro trend by both wanting to sensate and experience. Marketing and the product or service itself should be more than the eye sees. One should experience wit hall senses in order to even have it catch the attention. (TrendOne, 2017) Megatrends: For megatrends I decided to go with Sustainability and Globalization. From the research done so far there is concluded that the international market is growing fast and that the importance of sustainable produce is of key interest in the consumers’ mind.

• Sustainability • globalization

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Industry In this analysis the industries leisure and theme parks will be incorporated. These two combine very easily and are the two major industries describing Disney. The industries will be further explained by use of DESTEP. However, not every aspect is incorporated. In all except politics include relevant information for creating an opportunity regarding a new concept for an attraction. These will be further explained below. Politics is not included because all recent developments were regarding investments in politics by leisure companies. No recent changes in laws and regulation relevant for this research were discovered.

The leisure industry can be described as the time that people think, feel and believe they are free. This free time is often filled with products, services and activities they think are valuable and which gains energy. Leisure is also an industry wherein people can show their identity and lifestyle. As the leisure sector grows exponentially, it is important to closely look at the developments within. (Weiermair & Mathies, 2004) The theme parks industry is blooming. In the US there are more than 400 amusement parks and approximately 300 in Europe. The attendance in Europa, Middle East and Africa combine is at 161 million guests a year. Looking at the numbers from North America this is just a small amount. North America has an annual attendance of 375 million guest.

United States: The attractions industry is a leader in creation of non-exportable jobs. The industry directly employs more than 1.3 million and indirectly generates 1 million jobs, creating a total job impact of 2.3 million.

Theme and amusement parks provide jobs for more than 600,000 year-round and seasonal employees (100,000 year-round, 500,000 seasonal).

(IAAPA, 2016) Demographic There is a rising trend in demographics in theme parks, which is the increase of millennial visitors. The largest group of 46% of theme park visitors are between 18-29 years old. This is almost a 10% increase from 2015. This generation was also the most impressed with technology with 59 percent saying it made them more likely to return and 44 percent say tech gadgets encourage them stay longer.

Traveling to visit a theme park is very common. More than half of those who visit traveled over 50 miles (80 km). With the rising globalization and increase of popularity of travel theme parks must keep on luring the international guests to continue growing. Two thirds of guests visiting own an annual or seasonal pass, which indicates that a fair amount of guests live close by. (Roen, 2017) The interest in theme parks by millennial visitors is growing. Knowing this attraction who keep interest of this target group can be created to gain more visitors. Because of globalization and popularity of travel there is a bigger foreign audience. This can also be incorporated in theme parks by giving guest an option in different languages, foods etc. and by accepting different ways of living of different cultures.

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Economy Travel and tourism is divided between domestic and foreign, as shown in the graph below.

Domestic travel spending generated 79.4% of direct Travel & Tourism GDP in 2016 compared with 20.6% for visitor exports (foreign visitor spending or international tourism receipts).

Domestic travel spending is expected to grow by 3.2% in 2017 to $842.2bn, and rise by 3.0% pa to $1,129.6bn in 2027.

Visitor exports are expected to fall by 0.6% in 2017 to $211.1bn, and rise by 3.9% pa to $309.7bn in 2027. (Turner & Freiermuth, 2017) Seeing as a large amount of Disney’s guests are foreign this graph is relevant. In the US most of spending on leisure industry is done domestically.

Estimates of 2016/2017 and forecasts of 2027 of the impact of travel and tourism on the US market.

(Turner & Freiermuth, 2017) Here is shown that the amount spend on in the leisure industry is growing. Over the next years people will keep spending more money for a more memorable holiday.

Visitor exports is spending within the country by international tourists for both business and leisure trips, including spending on transport, but excluding international spending on education. (Turner & Freiermuth, 2017) Visitor exports generated $212.3bn, 9.5% of total exports in 2016. This is forecast to fall by 0.6% in 2017, and grow by 3.9% pa, from 2017-2027, to $309.7bn in 2027, 9.3% of total.

Disney has a growing international audience. This development shows that the numbers regarding the amount of foreign visitors will keep growing.

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The economic impact of theme parks, amusement parks and waterparks in the United States in 2011 was an impact of $55,4 billion. When including family entertainment centers, zoos aquariums, science centers and resorts this number rises to an impact of $219 billion.

(IAAPA, 2016) The economic impact of the theme park industry on GDP keeps growing. Knowing this it is important to realize the growing interest and the need for developments. Guests will keep expecting more to realize their expectations the company needs to keep growing.

Sociology The social and cultural impact of leisure and tourism will be explained in the next 4 points: Value systems and behavior While exploring different cultures and landscapes changes are brought in one’s adaptability to new experiences. To fully immerse into a different culture, like one would want to experience while traveling their perception of accepting different cultures is totally open. This has impact on the authenticity of the culture represented because it can easily turn into an attraction, instead of cultural experience.

• Local liveability This can be improved by the investments of infrastructure, recreational area and public area. This is developed for tourists, to make the location more attractive, but also has a strong impact on the local society • Social cohesion A big amount of tourists visiting a location has impact on the local community. These people visiting have an impact on the feeling of appreciation of the area. It also boosts the preservation and transmission of cultural and historical traditions.

• Increase of leisure commodities With this increase there is a possibility that commoditization becomes a problem when rituals are adapted to the tourists’ expectation. True identity will be lost.

(Brinkhuijsen, Jong, & Schröder, 2009) Focusing on developments regarding the theme parks industry there was a survey done by IAAPA in 2011 stating that: • 25 percent of Americans surveyed visited an amusement park within the last 12 months, with 43 percent of Americans indicating they plan to visit an amusement park within the next 12 months.

• 64 percent of Americans reported that their last trip to an amusement park was a day trip and 27 percent say it was an overnight trip.

• 28 percent of Americans said they would be interested in working for an amusement company.

This survey had 204 respondents from around the world., (IAAPA, 2016) The social impact amusement parks have is that they are multifunctional and provide cultural, economic, and social functions. These parks provide various industries that supply product and services to urban areas including large industrial producers of amusement park equipment’s, consulting and construction companies, transport industry, and other productive service industries providing design, consulting, insurance, banking, travel, and other similar services. Amusement parks produce wide social and cultural impacts. Large theme parks have turned into “global villages” that act as a crossroad for different social layers, societies, and nations. (Donyamali, 2015)

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While so many foreign and domestic guests visit theme parks the impact of expanding property and developing into bigger attractions will not only effect the theme park. The surroundings and society living near this area will be influenced by the large amount of tourists. These people will look for the best experience during their stay and will spend their money on more that merchandise and food at the parks. Surrounding stores and restaurants are also in the position to keep expanding and growing as the tourism crowd keeps growing.

Technology Planning a holiday has tremendously changes over the years. With the big use of online sources and applications the consumer has the option to plan its trip all alone. Before, one had to inform at a travel agent or read into guidebooks to plan the trip. Nowadays, thanks to technology everyone can easily book their trip online. Even making choices where to eat or visit has become easier. A quick look at a review website such as Yelp, gives the consumer the option to make a decision. “As part of our omnichannel strategy, Thomas Cook has seen the need to make sure our customers can be served in a seamless way through whatever channel they wish – online through mobile, tablet, desktop or offline in a store or over the phone,” says its group head of digital operations, Graham Cook.

The company has stepped up its digital innovation of late, even introducing virtual reality experiences across select stores.

Travel brands have developed with the growth of the online world. They had to adapt to the consumer expectation, which caused airports to incorporate the check-in online, boarding passes on mobile and flights even have Wi-Fi access available. “Digital technology has changed the way we connect with guests, creating a 24/7 relationship in and out of stay,” says Stephan Croix, vice-president of marketing at Starwood Hotels and Resorts, owner of hotel chains W Hotels and Aloft.

Expected in the future of traveling is more personalized service. Companies will be able to suggest products based on their past behavior and profiles.

(Bearne, 2016) In the theme park industry there are two major developments at hand.

First would be the use of virtual reality. Landmark Entertainment predicts that there will be 170 million active VR-users by 2018, there is expected to see further development and integration of these technologies within theme parks and create a fully immersive experience.

The guest will be able to fully immerse into the story of the attraction. This will also create more photography opportunities and more enjoyable waiting lines. The use of VR will increase the amount of touch points making it possible to capture every moment on the ride.

This enhances the experience, and offer the costumer more personal images to save and share. This also builds an emotional relationship between the amusement park and the guest. (Roseboom, 2017) Second is the use of wearable technology. To improve the guest experience, the use of wearable technology will increase the upcoming years. Accesso Technology’s R&D invested millions into wearable technology, developing its LoQueue Prism. This device allows theme parks to schedule ride bookings in advance and reduce queue lines. This method is already in use at Walt Disney World by the app which allows the guest to check wait times and reserve fast-passes. Disney also invested reportedly $1 billion into the MagicBand. This device offers the guest the most efficient way to pay for food, merchandise and it even has their park entry recorded. (Roseboom, 2017) 25

The technological developments have a big influence on guests’ expectation. People expect the new technology to work in their favor and to be very efficient. It is important to stay current and in development and keep producing ways to be more effective. For instance, the use of the MagicBand was a big investment but the way it is working now is so much faster that it saves money.

Ecology If not managed the right way, the tourism and recreation industry can cause some big damage to the environment. In ways of soil erosion and decreasing biodiversity this industry has a big impact on the environment. (Brinkhuijsen, Jong, & Schröder, 2009) What is the theme park industry doing to become more environmental friendly? This industry generates much waste, uses a lot of water, power and fuel all to create the best guest experience. These are different examples of developing for ecological benefits: • By using a recycling program at its parks Disney managed to reduce waste by 60%.

• SeaWorld has announced to no longer breed the killer whale and take more care of animal rights • Universal Studios started an initiative called:” Green is Universal”. Where they’ve placed more than 2500 recycling bins on their property. They have also installed ecofriendly lights, which save Universal Studios Orlando more than 2,4 million kilowatt hours of energy in 2015 alone.

Fifteen percent of the waste being generated at parks was diverted through these programs.

Nowadays, sustainability is key for the entertainment business. It is no longer just the design and experience. The restaurant and retail business is also changing by using more recycled products and sustainable organic ingredients. The consumer has more knowledge on the products and is willing to pay extra for the best quality. (Alton, 2016)

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Practical research of attractions, with use of the Immersive World by Scott Lucas.

Research and experience, Under the Sea- Journey of the Little Mermaid Outside look is beautiful. When walking up to the location there is part of a big ship on the ground with Ariel displayed in front, which makes the attraction very easy to find. Also the castle in which prince Erik lives in the movie is build. This is all in perspective so it looks more like small towers but it is very recognizable.

Once in the line the theming is very well made. The beginning of the line has a little pond with a small waterfall falling into it. The texture of sand is on the walls, shells are imprinted in the walls and elements from ships like rope barrels are incorporated. There are lanterns that give a rustic feel, palm trees to make it exotic and the shape of the wall is as if the sea carved it. There is a little message from Ariel placed to make the line more interactive. It says to look for the little crabs who are trying to clean up and help them out by pointing at them.

This element adds game to waiting, helps entertain the guests. It also creates a storyline for the queue, however this could have been incorporated better by taking this story and using it in the ride itself as well. All throughout the line there are little displays of tiny crabs running around. Further into the line the seagull (Scuttle) is presented as an animatronic and makes little jokes and repeats lines as people walk past.

The line continues from the sea to inside the castle. Inside this castle is dim-lit zig-zag lines with the arches of the building in the ceiling. On the ceiling are also pictures that give a little storytelling displayed. Like a drawing of Ursula, Sebastian and little stories.

Once in front of the line about to get one the little carts come in view. They are big shells that can hold up to 2 adults and 2 young children or 3 adults. There is a beautiful wall painting behind portraying the sea and Ariel. The cast members were the same outfits in this attraction as in other attractions in Fantasyland. In my opinion the choice of costume for this ride could be improved.

The ride starts with Scuttle the seagull starting to tell a story about a mermaid with a beautiful voice who fell in love with a boy. This is a perfect start as it reminds everyone how the story begins. The first thing I noticed is how you keep going through little scenes but with every turn you get a full view of all the other carts and everyone who is sitting behind and in front of you. This, in my opinion, takes away from the experience. Just as that one lady with the flashing camera, who always seems to be there.

The ride continues with riding backwards and seeing a small projection on the back of the cart in front of you. Which than flows over onto the ceiling, where you see Ariel swimming above you. This is a really cool feature and it makes you look in all directions to not miss anything, however this also results in seeing the black painted walls and trail on which the carts ride and all the light sources.

Next would be an animatronic of Ariel and Flounder up close.

The following scene is all the fish dancing to the song Under the Sea. I have some problems with the transition between scenes. The carts are all following each other, in the transition you go though a little hallway where all you see in the cart in front of you, the walls and a little inside of the upcoming scene. This makes you lean to the side to actually see what’s coming.

In this moment you also hear the two different songs at the same time. The flow between the scenes could have gone smoother in my opinion.

The scene is beautifully displayed, lots of elements with bright colors, moving and a happy song.

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The flow to the next scene is done perfectly, suddenly after the happy scene you are eye to eye with a big Ursula animatronic, which is a very impressive piece of tech. After this scene the rest of the ride progresses fast. The story is told in detail, but fast (as the ride is only 7 minutes). And to end the ride and the story, the seagull Scuttle finished with a happily ever after.

Walking out of the ride you walk out of the cave.

Overall this ride surprised me. By having such a short waiting time, the line and ride were very impressive and well made to me.

Research and experience, Voyage of the little mermaid The first look of the building made it very clear what the attraction inside is about. There is a huge billboard hanging outside of the building and on top of the entrance the Little Mermaid is presented as if it is playing in theaters. The movie is not incorporated in any details on the ground and there is no route that almost pushes you to the entrance. This is very different from all the attractions in the Magic Kingdom, but it really fits the theming of Hollywood Studios. You do feel like you are just going to a theater to see a new play.

The line outside is very boring, it is just a temporary place for guest to wait until the doors open up. The wait time is not very long. Every twenty minutes a new show starts so the wait time depends on what time you arrive.

Once the doors open up you can enter a room which I believe replicates a room in a ship.

There are some treasures displayed, some items used in battle, a men’s peg leg and paintings. The ceiling is very low, compared to other buildings in Disney. There was actually a cast member asking a guy to take the child of off his shoulders. There are rotating air vents on the ceiling and with children sitting on their parent’s shoulders with low ceiling, I can understand the concern.

Once in this room the doors open you are allowed to enter the theater. Here is a recording playing which asks the guest to not take any flash photography, remain seated and it introduces the show.

The show starts by a little scene played on a screen of the collapse of a ship in the sea. A little curtain of water is falling in front of the screen, trying to create the feeling of the sea being close. Lasers are moved like waves, to replicate the sea. However, these lasers are a bright green, not blue like the sea on the screen is. The title: “The Little Mermaid” is presented on the screen, and the show starts.

It is a live production of the song ‘Under the Sea’, made with puppets of the well-known characters of the show. It is well played out and there is lots of use of colors and sounds. The theater is dark enough to not even show the actors holding the puppets, which I like. In my opinion this help to get into the story.

After the puppets a new scene starts with strange pink lasers to portray stars. I don’t see how this adds any value to the production. Then Ariel, an actress, is revealed and starts singing ‘Part of this World’. I really like that the girl sings herself and that there’s actual actors involved. Only the voice of Poseidon, her father is coming through, as in having a small conversation. This voice is recorded and way louder than how Ariel is responding. I was seated more in the back of the theater and she was very hard to hear.

In the next scene the two eels who are with Ursula start talking, I did not understand a word of it. They both have the same, monotone voice and talk very quick. Though, I do not think this actually matters as they only speak for about 20 seconds.

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Next Ursula is revealed; she is a big animatronic on wheels being rolled out onto the stage.

They continue the story, lasers are used and a part of the movie is shown on the screen.

Suddenly Ariel, still a mermaid is back on stage and her prince is lying on the floor. She is able to talk again and then turns human. Eric wakes up and they live happily ever after.

This is the show presented, I thought I missed part of the attraction. I missed the part where Ariel doesn’t talk, is human and they try to convince Eric she is the girl he’s looking for. This whole part was left out. I think Disney could have incorporated this by adding a part of one more song with the puppets. It would have been fun to see the puppets in action again.

Even though the storyline wasn’t how I expected it to be, the production and use of live action stage performance still amazed me. It really fits into the theme of Hollywood Studios and it was a good performance.

Analyzing the two attraction by use of the Immersive World In the ‘The Immersive World’ by Scott Lucas there is talked about the use of space. First step is to define the space. Once this space is defined symbols can be added. “Symbols are immediately recognizable and thus have the power to shape the experiences from the minute the guest enters the space.” (Lukas, 2012) In these attractions the use of symbols is very clear. The symbols used are recognizable parts from ships, shells and items found on the beach and the well known characters from the movie. While seeing each of these parts, knowing that it is presented in Walt Disney World, the connection to the Little Mermaid is easy.

Another thing that Lukas describes is the use of an attractor. This is a symbol that lures the guest into the experience, without them noticing it. This is done by the attraction Under the Sea- Journey of the Little Mermaid by having Ariel portrait on the boat right in front. The attraction Voyage of the little mermaid makes it seem like a big theater now showing: “The Little Mermaid”. These symbols get the attention of the guest, and everyone interested in the movie and/or attraction will know where to go.

Framing is another aspect on how to touch the senses. “Framing in the process in which a filmmaker, painter, author or other artist thinks about the make-up of the thing in mind.”

(Lukas, 2012) This is how the artist think to present its product to the public and their view on how the public will receive the information. In both attractions there were very different was of portraying the landscape in which the story took place. In the Magic Kingdom the attraction wants you to feel as if you are part of the story, you are underwater, in the castle and you even sing-a-long with all the fishes. The Voyage of the Little Mermaid has a completely different frame. Here the theme of going backstage is incorporated all throughout the park. In the Animation Courtyard, where the attraction is located, you are on stage. You get the chance to actually watch shows and experience the entertainment after experiencing what it is like backstage. Hollywood Studios held back with the decoration and in my opinion it worked out in their favor. The experience as watching a play in a theater was very clear to me and fits in with the park values.

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Personalization is a key feature in the use of senses (Lukas, 2012). To trigger more than one sense in the concept can bring the guest excitement. Under the Sea- Journey of the Little Mermaid did a very good job with this in the wait line. As explained above the line was created to be interactive by the use of little crabs running around trying to clean up. It is a very easy concept, all that needed to be added to the line was little projections of animated crabs. This got the guest to not only walk in line but also to keep looking for these little creatures. The feature of the seagull yelling after people as to where they are going and to poorly attempt to tell a story made the guest feel individual. The use of the seagull personalized direct contact to the guest. This creates memorable experiences such as the right use of framing.

When all aspects of symbols are used correct in the right situation a memorable experience is created. This will even be supported with Disney’s option for Photopass. This gives the guest the opportunity to actually capture the special moments. This not only leaves a memory with the guest but also helps the reputation of the attraction. When a guest had a magic experience at an attraction and captured this by using Photopass, this person may look at this picture in the future and remember the amazing attraction this happened at. In a next visit there will definitely be an interaction with the attraction to relieve these memories.

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Value fit The value fit canvas is created to translate the findings of the analysis into opportunities, pains and gains. This will make the window of creativity in looking for a new concept smaller.

By making it smaller you don’t restrict creativity but enhances it in a way that the new concept is actually achievable. (Sutmuller, 2014) Opportunity When looking at the pains and gains and the research done for the analysis multiple windows of opportunities can be determined. To meet the needs of the guest the attraction needs to be realistic in order for the guest to fully immerse into the story but is also needs to be relaxing. Direct personal interaction is not necessary in these attractions. As long as the scene is set, senses are touched and there are as little distractions as possible, the guest will fully experience this attraction. It is important to incorporate recognizable characters and scenes from the movie, but it has to be in chronological order to match the story. All key scenes need to be included otherwise the guest will leave confused. There is an opportunity to include state of the art technology to impress even the most technical guest. This is also concluded from researching the trends. The last opportunity worth mentioning is the interaction with the cast members. The importance of a friendly face when entering the attraction is easily forgotten. The cast needs to be ready to fully immerse into the story to give guest the feeling that they are going to experience something amazing.

Pain From research on the target group and the industry it can be concluded that the pains are the following issues: The realism of an attraction is something that the target group admires. Without the realism it is hard to fully immerse into the experience, which is the second pain. If not into the story the experience will not be memorable which is something the guests are looking for. To get fully immersed into the story it is important for the story to be correct and complete. As with the attraction Voyage of the Little Mermaid, the story was only the beginning and the end. As guests mentioned the whole middle part wasn’t incorporated which took away the full experience.

The use of technology to create a realistic vision is very important. Once the technology ages and isn’t up to current standards this is distracting for the guest.

Gain From research on the target group and the industry it can be concluded that the gains are the following aspects: The target group actually likes that the attraction can be marked as soft. They are looking for a space to slow down. While spending all day at Disney, which is very busy with a lot of new experiences, they like to get out of the heat and just sit and watch a little show. An extra plus is when this show entertains small children. These kids have an exhausting day and whenever they get distracted and are impressed by what they are seeing the parents have a moment of rest. Attractions are made very kid friendly by adding the well known songs and colors to the environment one goes through in the attraction. By incorporating recognizable scenes from the movie people feel like they know what is happening and what to expect, as they have seen the movie. Another gain is the presence of the cast. The cast members can really make a difference just by giving a sticker to a child or having a little chat.

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Concept designs Design 1 Swim up!

“Take a swim in the deep ocean with Ariel” This design is inspired by the signal used in the trend analysis from the architect who want to build a vertical theme park. With this design a building will be build to go up. It will stand taller and inside is an actual tall, round aquarium. You sit in one of the shell chairs use in the attraction: Into the Sea- Journey of the Little Mermaid. These chairs however don’t just follow a little trail. Instead of going forward one goes up. When going up like an elevator you see the aquarium, filled with beautiful fish and the story of the Little Mermaid projected on the glass in front of you. The creates the visual that you are actually swimming with her.

The experience can be expanded by adding the smell of the beach, little breeze, and drops of water. This will enhance the feeling of being underwater. The way the lights are placed also produce visual of waves.

This attraction will be in Epcot, right next to Finding Nemo. This attraction already has a full aquarium and this could be used for the production of this design. Placing it in this part of the park it will not disrupt the setting and feel of the surroundings.

Pains relieved: Respondents were talking about the lack of realism. In this time, we are used and expect every experience to feel realistic. The perception of realism for a child has changed. These children see technology every day and in their mind everything is possible. By adding actual water and live fish as a realistic element this will improve the immersive experience. As there is much to see that surroundings are less noticeable.

Design 2 A mermaid’s point of view “Just sit right back” The second design is inspired by talking to the guests in the park. They liked that the attraction was a little slow and relaxing hence the creation of a relaxing attraction. To give people a break on their busy and exhausting days at Disney a mermaid’s point of view was created. This attraction is a boat ride which shows all the things Ariel learned about humans while watching from the sea. The attraction will be filled with different funny situations. For example, prince Eric learning to ride a horse and failing, Sebastian being chased by Max on the beach, Scuttle accidentally losing his feathers to being stuck under a rock etc. With this attraction you get a new playful at the situation that Ariel had been watching for years.

The boat will be shaped like a floating buoy with Ariel sitting in the front watching it all happen with you. You will be able to sit back, smell the ocean and feel a slight breeze as you buoy continues to drift further along the stream.

Pains relieved: The story of the Little Mermaid is well known and already incorporated in different attractions and merchandise. Guests were talking about their need for a place to take a break. All other slow boat attractions have a story to tell, where one needs to think to remember the movie and actual storyline. In this attraction it is just about sitting and watching out for whatever embarrassing moment is coming up. A time to relax, take great pictures and laugh.

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Design 3 Colors of the Sea “Lighten your world through music” This attraction is an addition to the attraction Voyage of the Little Mermaid. To make this attraction more interactive we give the children visiting a chance to participate. The show itself is very musical, especially the song Under the Sea performed by puppets. Added to the theater will be 4 light up buttons in front of each seat. While every song plays on stage the buttons will light up one after the other in the rhythm of the music. Once the button that is lit is pressed the light under the seat will change. The color will depend on the type of music playing. Throughout the song Under the Sea, there will be very colorful variations. While Ursula will be singing the colors will appear darker and move faster to the next one.

Pains relieved: This will give the existing show an opportunity to step down from the aged technology. With the technology added to the seating area instead of the stage the immersive world becomes closer to the guest. The gap between stage and guest will reduce. Another gain enhanced is the colorful entertainment for children. The child doesn’t just have to sit and watch, it also has the opportunity to participate.

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Concept test and conclusion I took these concepts to a small focus group. This group consisted of 7 cast members who all have seen the movie, rode the rides and are very familiar with the target group. This session gave me lots of inside thoughts and ways to implement the design. The designs were explained and everyone’s though on the idea was asked. With all this information I was able to determine the final design.

Design 1 Swim up!

“Take a swim in the deep ocean with Ariel” This concept was immediately to the respondents liking. They thought that it was really cool because of the realism aspect. To project the story on the glass of an aquarium got the guest to fully experience according to the respondents. One respondent did have the idea to add only instrumental music, which in my opinion would actually enhance the magical feeling.

This makes it feel less like a movie your seeing, but actually like an adventure you’re living.

The respondents did think that this design is hard to realize but not impossible. They think people will get personal attention seeing that Ariel swims with them. This will be a memorable experience for a child.

Design 2 A mermaid’s point of view “Just sit right back” The response to this design was the least enthusiastic out of all three. To them it seemed a bit strange to have the characters enter all new parts of their lives. The reason for this was because it is an old movie people know the story too well and might have trouble adapting to difference in character. An element to add was to make it a game, hide and seek. The respondents had the idea to have the guest be a mermaid and humans couldn’t know about you, so duck every time one of the human forms in the attraction turns around.

This is a good idea to incorporate seeing that everyone would be entertained, but it takes away the element of relaxation.

Design 3 Colors of the Sea “Lighten your world through music” The first reaction to this design was, fun. Simply fun. To have the children entertained is very important. This element brings game to a musical attraction. However, the respondents did not think that this would fit in the area. As the attraction of Disney Jr. is right across and very interactive for children, they think adding this element to the attraction would make the area seem much into game. The concept of wonder by changing the lights and responding to sounds was to their liking.

Conclusion Design 1 had the most positive responses. Although it is hard to realize I am sure that it is possible at Disney. Out of all the designs the respondents thought this one creates the most immersive experience. They also believed this is a very important aspect of a successful Disney attraction. The second and third designs both didn’t totally comply with the surroundings and storytelling. It was a very clear conclusion as to which design is best to incorporate in Walt Disney World.

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Transcriptions interviews and conversations Talking to John (late 30’s) and Ashley (8 or 9).

Have you visited Disney before?

John: Yes! I actually came here a few times as a child and always loved it and now me and my wife decided to do a Disney trip every year to spend some quality time with the family and strengthen our family bonds. We actually always try to do every park and we collect different pictures with the princesses and other characters.

Do you like going to Disney with mom and dad?

Ashley: yes, but I don’t like the plane.

What do you think of the park?

Ashley: I like it. What do you like about it? I like the princesses. Do you like Ariel?

Yes, she’s is my favorite.

Did you see her in the park?

John: we did, right? We saw her in Hollywood Studios.

What did you think of the show?

John: (jokingly) it was very nice to get out of the heat. But the girls loved it.

Was it fun for dad too?

John: oh sure, but I’m very easily pleased when I can sit, get out of the heat and just see my girls having a good time.

Did you guys visit the attraction in the Magic Kingdom yet?

John: No, not yet. We have seen it before but we are going to the Magic Kingdom on Monday so we’ll definitely pay a visit.

(Guests at Cirque du Soleil, 2017) Cast members: Interview cast member Under the Sea- Journey of the Little Mermaid: Age: 21 Role: attractions What do you think of the attraction?

I like it, it is very cute and relaxing. I like the animatronics, they are very good.

What kind of guest visit here?

I mostly see little girls and boys with their parents. Of course because sometimes the wait time is very low all sorts of people enter.

Do you see difference in behavior between guests of different ages?

I see that the younger children, especially the girls in the princess dresses enjoy it the most. Parents are sometimes yawning when getting of the ride (hahah). Most people just respond saying that it is a cute ride and that is was nice to sit for a bit.

How long are the wait times?

It really depends when it’s a slow day usually a 10-20-minute wait but with special events it’s more between 45 to an hour waiting.

Do you think the wait time has any influence on the type of guest entering?

Yes, I do. When the wait time is low there are more kids who are very excited. I think this is because they know this ride, like they have an annual pass or been here before. When it’s busy we get more guests who have never been here. They just get on a ride to do something and don’t know what to expect.

Do you think the ride operates as good as it can?

Probably, it is a little slow sometimes because someone with a handicap needs to get it. We slow down the band for them. But there’s nothing you can do about that.

What are the responses of the guest getting of the ride?

I feel like the people relax here. They just sit, watch and enjoy the cool air.

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Interview cast member Voyage of the Little Mermaid: Age: 24 Role: attractions What do you think of the attraction?

It’s fun, the show can go very unexpected sometimes when you have actors playing in it.

What kind of guest visit here?

Most guests are families with younger children, and of course not to forget the loud Disney fans.

Do you see difference in behavior between guests of different ages?

Yes, the guest a little older coming here with friends expect more. They are not that impressed with the old technology we use. Whereas the children love it. They are convinced that Ariel and prince Erik were actually right in from of them.

How long are the wait times?

There is a show every 20 minutes. The line does get very long and doesn’t move but once the doors open everyone gets inside very quick.

Do you think the wait time has any influence on the type of guest entering?

Some people don’t know what this show is. As they see a long line that doesn’t move they back out.

Do you think the attraction operates as good as it can?

The technology is beginning to get outdate. The attraction operates perfect but the technology is not impressive. I think if there is an update to a better quality screen that the whole attraction would improve.

What are the responses of the guest getting of the ride?

Most people like it. Especially when they don’t know what to expect and it turns out to be a live show. Some people have been visiting this place for years and say that they love it because it is still the same as when they saw it last year.

Interview 1 at Magic Kingdom, Under the Sea- Journey of the Little Mermaid: Age: 25 Country/ state: Arizona Did you see the movie the Little Mermaid before you went on this ride?

Yes, I’ve seen it many times.

Did you recognize the storyline of the movie in the attraction?

Yes, I think it was almost the whole story but short.

Did you have any expectations beforehand?

I have done the ride before but for my first time I didn’t really expect anything.

What positively stood out for you during the attraction?

I really liked the big Ursula, that is very well made.

What was a negative part of the experience?

It was a long way to get there! Like a hike.

What did you think of the queue?

It is gorgeous, but to long. There’s not enough people to fill the whole line and then you end up walking through what feels like hundreds of turns and it takes forever to get to the ride.

Did you think of anything that could have been done better?

Add some self moving floors in the queue. (hahah)

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Interview 2 at Magic Kingdom, Under the Sea- Journey of the Little Mermaid: Age: 47 Country/ state: Michigan Did you see the movie the Little Mermaid before you went on this ride?

I’ve seen it, yes.

Did you recognize the storyline of the movie in the attraction?

It has been a while since I’ve seen it but I guess it’s accurate.

Did you have any expectations beforehand?

I was expecting a slow, boring, but relaxing sit down ride. I actually was presently surprised What positively stood out for you during the attraction?

I liked how much color was in there. With the blacklights everything looked very good.

What was a negative part of the experience?

It was fine, not really anything negative.

What did you think of the queue?

That was made very well. The little details of the shells and the way the water would move was very good.

Did you think of anything that could have been done better?

Maybe they could give a little back story in the queue, just so I remember the story again.

Interview 3 at Magic Kingdom, Under the Sea- Journey of the Little Mermaid: Age: 34 Country/ state: Germany Did you see the movie the Little Mermaid before you went on this ride?

Yes. Did you recognize the storyline of the movie in the attraction?

Yeah it was very fun.

Did you have any expectations beforehand?

I didn’t expect the animatronics to be this good, I really liked them What positively stood out for you during the attraction?

The big Ursula was really cool.

What was a negative part of the experience?

I really liked it so no negative for me.

What did you think of the queue?

It was very funny to see my cousin go looking for the little crabs.

Did you think of anything that could have been done better?

I thought the carts were going very slow, maybe let them go a little faster.

Interview 4 at Magic Kingdom, Under the Sea- Journey of the Little Mermaid: Age: 43 Country/ state: Florida Did you see the movie the Little Mermaid before you went on this ride?

No. I’ve not seen it Did you recognize the storyline of the movie in the attraction?

Did you have any expectations beforehand?

I knew about a little mermaid so I expected to see a lot of fish, water and because it’s Disney lots of singing and dancing.

What positively stood out for you during the attraction?

My daughter actually really liked it, that’s what I pay attention to.

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What was a negative part of the experience?

There is so much going on at some points. It is fun for kids, but for me a little too much.

What did you think of the queue?

I think that was the best part of the attraction. I like how you walked into the building with the arches in the ceiling between the rocks.

Did you think of anything that could have been done better?

It was good, I liked that it was a little relaxing ride, maybe make it a little less? So that it is more of a relaxing ride.

Interview 5 at Magic Kingdom, Under the Sea- Journey of the Little Mermaid: Age: 14 Country/ state: Florida Did you see the movie the Little Mermaid before you went on this ride?

Yes. Did you recognize the storyline of the movie in the attraction?

Yes Did you have any expectations beforehand?

Not really, I just hoped it would be awesome.

What positively stood out for you during the attraction?

I liked the middle part where they all danced and sang together.

What was a negative part of the experience?

We had to wait for a long time.

What did you think of the queue?

The line was okay, the bird was very funny.

Did you think of anything that could have been done better?

Put some chair in the waiting line.

Interview 1 at Disney Hollywood Studios, Voyage of the Little Mermaid: Age: 32 Country/ state: Mexico Did you see the movie the Little Mermaid before you went on this ride?

Yes Did you recognize the storyline of the movie in the attraction?

Yes, kind of. I was hoping the part of the movie where Ariel and Eric sit in that little boat was included, but it’s okay. The story was still clear.

Did you have any expectations beforehand?

No, I did not look into the attraction. We just went in because there was no wait time.

What positively stood out for you during the attraction?

I was surprised to see actual actors in this show.

What was a negative part of the experience?

I liked the show, but I thought it was hard to understand because my English is not very good.

What did you think of the queue?

We didn’t really wait. We saw the doors opening and decided to go see the show. So the wait time was really good.

Did you think of anything that could have been done better?

I would have liked it if I could take a picture after, with Ariel or on the stage or something.

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Interview 2 at Disney Hollywood Studios, Voyage of the Little Mermaid: Age: 22 Country/ state: Florida Did you see the movie the Little Mermaid before you went on this ride?

Yes, I am a big Disney fan.

Did you recognize the storyline of the movie in the attraction?

Of course, I love it.

Did you have any expectations beforehand?

I am an annual passholder and I keep watching this show hoping for something unexpected to happen but nothing so far. They always preform pretty good.

What positively stood out for you during the attraction?

I really liked how they incorporated almost every character of the movie. I mean even Max (the dog) is there!

What was a negative part of the experience?

I think it is very dark inside, which is a part of the show but I would like to be able to look for a snack in my bag, but this is just not possible.

What did you think of the queue?

It is nothing special, just really hot if you wait there for a longer period of time. I usually go somewhere with air conditioning until the show starts.

Did you think of anything that could have been done better?

I think they can use more light effects, there’s so many laser and lights inside and I think they can use them throughout the show more.

Interview 3 at Disney Hollywood Studios, Voyage of the Little Mermaid: Age: 67 Country/ state: Canada Did you see the movie the Little Mermaid before you went on this ride?

Yes Did you recognize the storyline of the movie in the attraction?

Yes, a little bit. I didn’t really remember the movie.

Did you have any expectations beforehand?

Not at all, I was just hoping for a little pit stop.

What positively stood out for you during the attraction?

That lady could sing beautifully, I believe it was her actual voice and it sounded great.

What was a negative part of the experience?

There was nothing negative, I liked it.

What did you think of the queue?

It was fine. Wind blowers above are always nice here.

Did you think of anything that could have been done better?

I can’t think of anything right now.

Interview 4 at Disney Hollywood Studios, Voyage of the Little Mermaid: Note: Mom helped answer and I asked the questions in a more suitable way.

Age: 7 Country/ state: Georgia Did you see the movie the Little Mermaid before you went on this ride?

Yes Did you recognize the storyline of the movie in the attraction?

Yes, she was brushing her hair with a fork!

Did you have any expectations beforehand?

Mom: He actually thought it was movie.

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What positively stood out for you during the attraction?

Ariel and the prince and Sebastian.

What was a negative part of the experience?

The big octopus lady (Ursula) was scary.

What did you have to wait long?

Mom: he got a chance to run around in the hall before we entered, which was very necessary to get the energy out before the show.

Did you think of anything that could have been done better?

Mom: we couldn’t find any booster seats, don’t know if they are even there. I think for some children it is hard to see because the stage is higher than the seating area.

Interview 5 at Disney Hollywood Studios, Voyage of the Little Mermaid: Age: 30 Country/ state: Texas Did you see the movie the Little Mermaid before you went on this ride?

Yes, but a long time ago Did you recognize the storyline of the movie in the attraction?

Yes, but I felt like the ending was sort of abrupt. I felt like it ended way to quick, because the middle part was left out. But maybe I just don’t remember the story well enough.

Did you have any expectations beforehand?

I didn’t expect the mermaid to actually sing. I thought she would just sit there and look pretty but I was presently surprised.

What positively stood out for you during the attraction?

I actually had a really nice conversation with one of the cast members at the doors.

And he came to say goodbye after the show as well. I thought that was pretty cool.

What was a negative part of the experience?

It was actually very warm inside. I hoped it to be much cooler.

What did you think of the queue?

I had to wait for about 15 minutes, which is a really good time.

Did you think of anything that could have been done better?

More air conditioning, I kind of lost the story, maybe they can work on that but furthermore I liked the show.

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