FROM: Communication Around the 'World' A Disney Dispatch Feature
Spreading the Disney Contagion
Cast Members, in a sense, catch the 'contagion' of Disney's service practices, such as 'everyone picks up trash'. And, in fact, everyone does, without even thinking about it. It becomes a reflex action. That's the secret.
David Zanolla teaches an advanced honors course at Western Illinois University called Communication Around the "World". Disney World! In addition to standard lectures and projects, students will spend a week at the happiest place on earth. Cool, eh?
You can't come on the trip - sorry! - but we've reserved for you a virtual seat in David's course. There's the (virtual) bell!
With less than a month before we travel to Orlando for the on-site portion of the class, reality slaps the students hard with the realization that they still have much to learn.
Something tells me they didn't expect that learning to involve a discussion (heated at times) about whether the term 'magic' belongs in a theme park communication course.
Debating the Disney Magic
It's extremely common to read articles on how Disney 'makes magic'.
However, it's not every day that Disney fans encounter an article that suggests the reason for Disney World's design success isn't all rainbows and lollipops. A pair of entries on the Passport to Dreams blog (one about Structuring the Experience, the other about Elements of Theme Design) argue that indeed the word 'magic' is not a concept we should be enforcing in our discussions of theme park design.
Instead, the author's thesis (paraphrased) is Disney World connects with its guests because of their focus on 'structuring the experience'. If you haven't read the blog, bookmark it: it very well may be one of the best blogs about Disney theme park design.
Both of the above-cited articles challenged my students' notions of the difference between the means and the end. Our course is focused more on HOW Disney World structures the environment of a land, attraction, resort, or restaurant; so these articles were a way of playing devil's advocate to expose the students to opinions of theme park design that aren't all about 'magic'.
DISCLAIMER: I should clearly state that I am not 'anti-magic'. I simply wanted to show my class that it's because of Disney's understanding of how people interpret messages (in this case through designing a space/setting) that we can feel 'magic' has been created.
Spreading the Disney Contagion
Our second item of discussion briefly focused on Jeff Kober's idea that some of Disney World's customer service practices become 'contagious', specifically the motto 'everyone picks up trash'.
Fortunately, I was able to experience this firsthand at EPCOT during last year's class. A WDW executive was walking in front of us and, without missing a beat or breaking stride, he leaned down and scooped up a piece of trash in the World Showcase. I don't mind telling you I felt extremely guilty that I didn't pick it up myself. As a result, it then became a mission of mine to beat Cast Members to every piece of trash that I saw.
Yes, It's on the Quiz
Finally, every week the students are being quizzed on important elements of Disney World organizational culture: the service theme, service standards, service basics, and components of setting.
I'm sure they think a weekly quiz on the same material is overkill, but these concepts are foundational to Disney World's organizational culture. I want to burn them into their brains.
It'll come in handy when in a few short weeks we arrive at Disney World.
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