
In July 2010, during a one-week Walt Disney World vacation with extended family--a total of eight people--we decided we would invest in the Deluxe Dining Plan at Walt Disney World, which cost (for
adults) $71.99 per person per day. Our accommodations were booked at Disney's BoardWalk Villas, as we are Disney Vacation Club members, so there was no significant outlay for our 2-bedroom
villa (beyond the monthly dues, of course). We ...
While I'm not the sort who wrings her hands and predicts the downfall of Disney on the basis of occasional misfortunes, misjudgments or even accidents, I do believe that, in light of several bus
accidents ranging from serious to tragic that have recently occurred, it's time for a change.
That change, in my opinion, must include less reliance on bus transportation. I'm not saying that buses should be eliminated, but I am saying that three hundred buses in operation at any
given time ...














Though I’m fully aware of the profit motive behind any timeshare organization, I am continually struck by the professionalism and the respect for Disney legend and history that cast members of the Disney Vacation Club seem to possess. Whenever I attend DVC socials—and even its sales promotions—I feel a sense of being appreciated, as well as a sense that Walt Disney’s legacy is appreciated, too.
Occasionally, it seems that in the parks, both kinds of appreciation become somewhat secondary to the drive to sell, control, and manage.
Now I’m not saying—like other Disney critics—that Disney is about to go to hell in a handbasket, that it’s allowed its capitalistic instinct to drive its pursuit of excellence underground. I don’t believe that. I do believe that Disney is sometimes a victim of its own success—particularly like the night at the Magic Kingdom just a few days ago when guests were packed like sardines on Main Street, U.S.A. and no one could move. Literally. I don’t believe that should have happened, but I also don’t have a clue how Walt Disney World could have assuaged hard feelings if it had taken more control of the situation. If I were a consultant—and Walt Disney World was willing to pay me the associated exorbitant fee—I would encourage the Imagineers to analyze just what it is that the Magic Kingdom has that the other three WDW parks are missing—and then try to cultivate more of it in those parks.
And, I think Walt Disney World should take a long, hard look at DVC’s qualities, too, and try to emulate them throughout the Resort, so that most guests feel the same type of satisfaction about their park experiences as DVC members say they do about their vacation club experience.
From the time a contract is signed, the concept of an extended family is introduced, with a cozy follow-up every time a DVC member arrives at his or her resort hotel. “Welcome Home,” the security guard says—as does the check-in desk cast member, your luggage handler, and even your housekeeper. The idea of being a valued part of an extended family permeates the DVC experience.
A few days ago, I had the wonderful experience of attending a sales promotion for existing DVC members who may wish to add points to their contract. A lively show was presented, complete with a talented pianist accompanying a superb vocalist who sang quite a few of Disney’s most beloved songs. In between the musical numbers, information about current and future DVC properties was presented in the most entertaining way. Even DeeVee Cee, her husband, Dr. Luke, and their precocious daughter, Ariel, showed up and presented their latest YouTube movie. These three characters were concocted just for DVC—to promote the timeshare program as well as to entertain DVC members. When I ran into the three “Cee’s” at the Merry Member Mixer, they seemed genuinely happy that I was there, and happily posed for photos with me. They are campy, outrageously funny, and a parody of the quintessential Disney fanatic. They are, in effect, a hoot.
After the presentation, we were guided into another ballroom—the event was held at the Yacht & Beach Club Convention Center—where a huge spread was served, including all sorts of fruit, chicken quesadillas, egg rolls, bruschetta, beverages and more. We were encouraged to eat as much as we wanted. If we wanted more information about adding on points, we were asked to approach DVC cast members—not the other way around! Never were we subjected to a “hard sell.” DVC’s generosity created lots of good will among guests—so much so that I noticed many members were linking up with DVC cast members to inquire about adding on points.
In fact, I was one of those members. Dave was very gracious as we talked about my specific contract situation. In the end, I decided not to add on—at least not at the present time. However, I assured Dave that I would add on as soon as possible—and perhaps as early as the end of 2010. Rather than his eyes glazing over and shuttling me away to make room to a more “serious” potential customer, he proceeded to give me some pointers of some things to look for in the next year as I determined when the time would be right for me to invest once again. It was a respectful exchange. I asked rather pointed questions, and I never felt those questions were evaded.
I think Walt Disney World—indeed, the entire Company—could learn a lot from DVC. Because of my perception that DVC “gives” me a lot in exchange for my hard-earned dollars, as a customer, I am eager to spend money with this Disney unit again in the future. After all, I can’t get enough of Disney. Disney spills over into all facets of my life, whether it’s maintaining our company’s Websites (www.ArondaParks.com and www.MousinAbout.com) or promoting Disney to friends and acquaintances. Much of my home décor is Disney-centric. But my currently analysis of my good will tells me that much of that positive energy is a result of my involvement in the Disney Vacation Club. Without it, I worry that my feelings may be a bit more “mixed.” Somehow, Disney needs to work a bit harder to make guests feel more appreciated—after all, we spend lots of money for our passion—and to ensure that the park experiences are more level in quality. In my opinion, it’s disingenuous to tolerate the dominance of one park—the Magic Kingdom—over the other three when, with a bit more attention to attraction quality and park ambiance, Epcot, Disney’s Hollywood Studios and Disney’s Animal Kingdom could be just a popular as their oldest sister park.
To close, I’d like to relate a brief story Dave told from the stage about a recent experience he had on the Disney Cruise Line. It’s a glowing example of how DVC cast members honor the Disney legacy. Roy Disney, Walt’s nephew, recently died, and during the sales promotion, Dave took a moment to remember Roy. Then he told a personal story. During the Disney cruise, Roy told Dave and several other voyagers of a time when Roy, as a young boy, was sick, in bed, and Uncle Walt came to visit. At the time, Disney was working on the film Pinocchio. While sitting at the foot of Roy’s bed, Uncle Walt told his nephew about some of the scenes the filmmakers were considering for inclusion in the film. If Roy laughed at the scenes, Walt left them in. If Roy wasn’t impressed, then Walt asked his filmmakers to rework those scenes.
The Walt Disney Company holds the unique position of being a wealthy, powerful company in the United States, while at the same time, enjoying the status of being a beloved company. It’s a precarious balance, really—and it would do well to be sensitive to those qualities and actions that will maintain its fans’ allegiance for decades to come.
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