There have been a lot rumors lately, ranging from new Disney Vacation Club Resorts, new attractions, delayed refurbishments, and revamps and changes to the Fastpass system.  While the rumors may or may not be true, the Fastpass changes got a little more credibility a few weeks ago, as Disney filed a new patent application.  Specifically, the Walt Disney Company filed a patent application for “Management of the flow of persons and advertisement distribution via wireless media,” which would extend the scope of its existing Fastpass patent.

According to the information provided, the new patent would provide much wider application of the Fastpass technology, including the ability for you to:

• Set up all of your Fastpass tickets for the next day from your hotel room
• Get your next Fastpass from the other side of the park via mobile phone or other wireless device
• Get a reminder message on your phone 15 minutes before your Fastpass window opens
• Trade in your Fastpass for a different attraction completely if you change your mind about riding

The patent application also states that guests will have the ability to use their mobile phone or wireless device as you move around the park.  It would be tracked and would make recommendations to you regarding your alternatives if the attraction that you have a Fastpass for breaks down.  

The application also makes reference to the ability to offer food and merchandise discounts related to the attraction that you hold a Fastpass for. For example, you could get a coupon on your handheld device around the time of your Fastpass for Space Mountain that is good for a discount on all Space Mountain merchandise, all space-themed merchandise, or even for a snack at Auntie Gravity's Galactic Goodies.

According to Mouseplanet, the most controversial aspect of this pending patent is the ability to impose a hierarchy upon the Fastpass distribution process. Disney has identified several methods of segmentation in the patent application. The first identified is spending per guest at hotels, indicating that “the more that is spent by a patron, the higher the priority can be for Fastpass.”  Priority can also be higher for those staying at Disney resorts than other resorts, and “more luxurious hotels can have higher priorities.” Seasonal differences can be factored. “Accordingly, special promotions for Fastpass can be provided according to the season.” Disney may be able to provide a package of Fastpasses to lure guests to the parks.

 

Discussion

Before we get into the nitty gritty, let me make clear that just because this application was filed, does not mean any of it will come in to play.  While a good indicator of what Walt Disney Imagineering is up to, we won’t know if these changes will ever come into effect.  With that said, I must say I’m looking forward to hearing more about these changes.

            Let’s address the controversial hierarchy first.  Many people might not think different levels or kinds of Fastpasses are fair.  Why differentiate between guests and depart from the current Fastpass system?  Well, the answer, like many answers, involves money.  Reward guests who spend more money at Walt Disney World, stay on property, especially at deluxe resorts with the ability to get Fastpasses the day before or allow them more than one Fastpass at a time.  This might be a pretty big incentive for people who regularly go to the parks during busier seasons and just don’t want to wait in line (read: me).  While the hierarchy may be disconcerting for some, it is a smart business decision that may mean attracting more people to deluxe resorts, or at the very least, encourage even more people to stay on Disney property. Because I always stay on Disney property, and have been known to spend a few dollars, I hope to take advantage of a few more Fastpasses in my pocket.

Next, let’s cover the ability for Disney to “track” guests.  First of all, Disney already has the ability to “track” guests during their stay.  Every time you use your Key To The World card: in Fastpass machines, stores, etc., Mickey jots it down.  Disney uses this information to indicate what rides, merchandise, and stores are popular, and more importantly, what isn’t.  The use of a tracking system would be no different.  According to Mouseplanet, “[i]t would be a huge undertaking to try to crunch the sheer volume of data from such an endeavor . . . so unless they're actually targeting an individual for some reason and actually scanning for one particular code, it's unlikely that anything other than gross numbers are being used from that data.”  Whether such a system would have any utility is a different story.  Will this system actually have some merit, or will it be just another Pal Mickey?  We’ll have to wait and see.

For now, what Disney might actually implement from this patent is only speculation.  Even so, I think Disney has the right idea.  As guests become more technologically savvy (you kids, with your cell phones, and your iPods, and your hula hoops…), Disney wants to make it easier for its guests to take advantage of the Fastpass system by using cell phones, Blackberries, and other mobile devices guests already carry with them.  A coupon I get automaticaaly on my Blackberry?  Where do I sign up… Moreover, who wouldn’t want the opportunity to set out your Fastpass schedule from your hotel room?  It would make touring plans a lot easier as people would no longer have to rush for super headliners, like Expedition Everest after rope drop.  They could get a Fastpass time the night before and tour the park until their scheduled time. 

As I said, there might be some exciting changes on the way.  And while none of this may ever see the light of day, it is comforting to think that Disney is trying to make guests’ experiences even better by experimenting with new and innovative ways to make the parks even better.