Disney Says Wristband Boosts Sales in Disney World Test

[AndrewJackson]

From Bloomberg:

Electronic wristbands tested at Walt Disney Co. (DIS)’s Florida resort succeeded in boosting spending by guests, parks division Chairman Thomas Staggs said.
The bands serve as admission tickets, hotel room keys and credit cards. They were tested by 1,000 people at Walt Disney World in Florida, Staggs said in an interview at Allen & Co.’s annual conference in Sun Valley, Idaho, without offering details. Guests spent more on average in part because they had fun with the technology, he said.
Disney, the world’s largest theme-park operator, plans additional trials of the technology, called MyMagic+, before expanding throughout Walt Disney World by year-end, Staggs said. The wristbands help with crowd control, reducing the time guests spend in lines by allowing them to book rides and restaurants in advance. They can also schedule special meet-and-greets with characters like Goofy.
“We’re still in test mode,” Staggs said. “It takes some time to get it all rolled out.”
The wristbands link to a customer database, allowing guests to purchase items in Disney World’s hotels, four theme parks and water parks by waving the devices past a sensor. The radio technology speeds transactions, helping customers make their trips more efficient.
Disney will also use MyMagic+ to offer special promotions and activities that may interest customers.
MyMagic+ builds on Disney’s current Fast Pass program, which allows guests to schedule attractions during one-hour windows, once they are already in the park.
“It allows them to have a prearranged schedule before they start their day so it’s actually an enhanced Fast Pass,” Staggs said. “Fast Pass is getting better.”
Disney, based in Burbank, California, added 2.6 percent to $66.58 yesterday in New York. The shares have advanced 34 percent this year, double the 17 percent gain for the Standard & Poor’s 500 Index.

[Tekneek]

This announcement seems to have been made for Wall Street, who don't really care about anything other than cash.

[DizneyRox]

Wasn't the rollout targeted as well? Seems you really could hand pick people more like to fit what you needed to see.

[Altair]

I wonder how many of those folks end up with buyers remorse?

[Stu29573]

Never ever believe Disney internal surveys. Every horrible decision made in the past couple of decades has been based on "guest input." Bunk! They are desperately trying to justify a failing system to their stockholders.... Die Magic+, DIE!!!!

[Ian]

I won't claim to have all the details on this, but it seems to me they only targeted higher end customers for this trial (folks who booked deluxe resorts). If they just compared their spending against the average guest spend, that would be a very biased survey result.

[DizneyFreak2002]

Let's not forget, for this "test" they told these people to use only their bands to make purchases... Well, Mr. Staggs, did you tell Bloomberg news that you purposely skewered these results to make this failure of a program look like a success??? No? Figures....

[Aurora]

This announcement seems to have been made for Wall Street, who don't really care about anything other than cash.

It was. What's putrid about the Bloomberg report is that half of it is obviously a vomiting of a Disney press release. Expect to see this kind of "reporting" more and more as there are very few real journalists being kept on the media payroll these days.

[DizneyFreak2002]

This announcement seems to have been made for Wall Street, who don't really care about anything other than cash.

Made for Wall Street, sure... But how about this: Iger had the BoD out in Disneyland recently talking them up to agree to release the funds for the DHS make over and new DLR projects... The concern of the BoD? The over run cost of this NextGen nonsense in WDW... Some of the Board members are not happy with the expense of NextGen... So, what better way to alleviate their fears of the over run cost than to rig a test (i.e. force those that are participating in the testing to pay strictly with the bands) and then report on the results in a positive away...

So, think about Stagg's comments, and think about the BoD being the only obstacle right now to any announcements and projects for DHS getting underway... MMY+ is a disaster, testing has failed, and the BoD now knows how bad this system is... Won't stop them from agreeing to the funds for DHS, but maybe heads will roll when MMY+ proves to be the disaster it has been in testing...

[tigmickey]

Of course the press release is put out to increase their stock/profit!

Of course they want to show that this is a success!

How would this sound? "We spent a bunch of money and no one likes it."

I find it funny that this is a DISNEY FAN site and FANS are surprised (and mad) when Disney acts like a corporation.

[DizneyRox]

Of course the press release is put out to increase their stock/profit!

Of course they want to show that this is a success!

How would this sound? "We spent a bunch of money and no one likes it."

I find it funny that this is a DISNEY FAN site and FANS are surprised (and mad) when Disney acts like a corporation.

Not surprised or mad... Just pointing out little white lies and half truths so that people don't get fooled into thinking the wrong thing.

[Mrs Bus Driver]

Maybe I should buy stock in Disney

[Aurora]

How would this sound? "We spent a bunch of money and no one likes it."

Actually that kind of reporting happens all the time by corporations re: failed ventures, if not in those words.

And I wasn't really commenting on the program itself, just the shoddy regurgitating nature of the Bloomberg report.

[Stu29573]

You know, I have a great idea for them to boost sales! All you do is make the rf chips really sensitive so that when guests get within twenty feet of a salespoint, it automatically rings them up for random items!!! Sales go through the roof!!!

OR, they could offer high quality items that are distinctive to the location, and cant be found at every Disney store in the country.... Nah....

[SBETigg]

"Oh gee, this wristband is fun! Let me go buy more stuff!"

Not that I doubt that the ease of the wristband might prove effective in the way they hope, just that Staggs's comment that guests spent more on average, because they had fun with the technology... hahaha. Yeah, okay.