Last week, Disney sent out an invitation to the media regarding a major new theme park related announcement they will be making on September 18th at noon, somewhere in New York City.   According to Screamscape, the invitation states, “You’re invited to join Disney Parks for a special announcement - so big we’re bringing the news to New York.” Later, the invitation claims that “New, breakthrough insights about how American families travel will be shared by Peter Yesawich, Chairman & CEO, YPartnership, one of America’s leading travel trend-watchers. Following that, Walt Disney Parks and Resorts Chairman Jay Rasulo will unveil exciting plans for 2009, including a first in the history of the Walt Disney Company.”

            While it is difficult to speculate on what exactly Disney has up its sleeve this year, one can’t help but wonder the different possibilities Disney may announce this Thursday in New York.  Here are some of the things I thought of when I read this announcement...

Disney Airlines?

            Let’s face it; the state of the airline industry is not well.  As I was planning my move to Orlando, the airline I planned to take from Hawaii to California so that I could pick up my car suddenly and without warning folded.  My plane ticket was lost in the vastness of Chapter 7 Bankruptcy.  The airlines still in business today are increasing prices, cancelling flights, charging for baggage, and taxing on fuel charges to beleaguered passengers with no other options.  It is just no fun to fly.

            As the invitation states, the presentation this Thursday will open with a presentation on travel trends and how the American family travels.  Moreover, the invitation further states that Disney is planning a first in the history of the Walt Disney Company.  A part of me thought, and some others apparently have thought the same, that Disney was posturing itself to be the newest airline company.  Could this mean that Disney will attempt to make their way into the skies as they did when they announced they would be starting a new cruise line?  While the idea of a hassle-free, enjoyable, family friendly, stress-free experience is appealing, it is also unlikely at best. 

To make such a venture a reality, Disney would spend quite a length of time on various stages.  First and foremost, Disney has to determine whether such a venture would even be profitable for them.  A Disney airline would have to go to more cities than just Orlando, Anaheim, Tokyo, Paris, and Hong Kong.  It would have to originate from cities like New York, Los Angeles, Chicago, etc. in order to get people to one of their parks.  With the Disney Cruise Line, Disney only has to worry about filling two (soon to be four) cruise ships with guests and the guests arrive and depart from Port Canaveral in Florida.  Assuming they have already determined that such a venture would work, Disney would then have to hire an experienced management team with the knowledge of launching and operating an airline.  Then it would have to seek funding from investors in order to have the right amount of capital for such a momentous project.  Moreover, Disney would most likely have to navigate a complex and demanding regulatory process with the Federal Aviation Authority to gain the certifications, licenses, route schedules, etc.  Then it would have to purchase or lease the airplanes for this venture, which you can imagine would soak up a lot of that initial investment. 

Finally, assuming the airline is up and running, Disney would have to market its flights to potential guests.  What route would a Disney airline take?  Would it be a value airline like Southwest that offers a lot of seats for a reduced price?  Or would it sell itself as more of luxury flight that, for a premium, would offer leg room, more space, and less hassle?  Either way, they would have to sell tickets at such a price where it makes Disney money in the long run.  Are guests likely to pay more for a flight piloted by the Walt Disney Company?  Perhaps.  But the point is would a risky venture like this pay out sometime in the future?  I think with the way the airline industry has faired as of late, the answer is no.  A plane with Mickey ears seems unlikely to me. 

A Fifth Gate?

The rumor of a “fifth gate”, or fifth park, which would be set to open in a few years’ time, has been making the rounds in various Disney communities for months now.  According to various sources, that park, which would operate from the hours of 12 p.m. to 2 a.m., would be called “Disney's Jungle Trek (DJT)” and would have a set limit of guests per day.   The fifth gate would be Disney’s counter to the experiences offered in Discovery Cove, also in Orlando.  Like Discovery Cove, DJT apparently would not be about theme park attractions.  It would be about doing what you want to do; like exploring bat-filled caves or hanging out with penguins.  This specialized guest experience will cost you however, as admission to DJT plans on charging guests $250 - $300 per person in order to gain entry.

            Whether or not you believe in the validity of the DJT rumor being confirmed on Thursday, the better question you should ask yourself is should Disney consider a fifth gate.  If so, is DJT really what the World needs?

            If you’ve been to Walt Disney World lately, you know that there already is a lot to do.  Four theme parks, two water parks, two miniature golf courses, a major commercial and entertainment center, a sports complex, golf courses, and resorts.  Moreover, major expansions on property are in the works, like a commercial center, a four star resort to be managed by the Four Seasons, and an American Idol themed attraction at Disney’s Hollywood Studios.  Walt Disney World already has plenty to, and while not perfect, the added experience of one park with a limited capacity and an expensive admission price will add little to a guest’s experience at Walt Disney World.

In addition, it is hard to justify a new park when existing attractions, parks, and experiences could use either an update or some tendering loving care.  When I think of underwhelming attractions like Sounds Dangerous and Stitch’s Great Escape, and the potential for expansion at the Magic Kingdom, Epcot, the Studios, and Animal Kingdom, I really do not see the benefit of adding another park with such a limited scope.  Instead of catering to few that can afford such an experience price of admission, why not work on improving what is already built.  If the Walt Disney Company were to continually and consistently work on improving Walt Disney World it negate the need for a expensive and exclusive park.

It is still unclear if Disney will be announcing DJT this week.  Even so, what we have heard about DJT, if true, goes to prove the old adage that more does not always mean better. 

The Bay Lake Tower?

As most of you already know by the very obvious construction that has been going on for next to the Contemporary Resort, something big is being built.  However, no matter how much one pesters Disney about it; their lips are sealed to this secret building’s details.  However, luckily for us Disney fans, we got a sneak peek at what exactly is happening next to the Magic Kingdom through various filings with Orange County Comptroller. 

Walt Disney Vacation Development, Inc. recorded, among other things, a Declaration of Condominium for the Bay Lake Tower at Contemporary Resort.   The Bay Lake Tower, which will connect to the existing Contemporary via a fifth-floor pedestrian bridge, will ultimately contain approximately 281 units.  In documents filed earlier this year, Disney says in it doesn't expect to finish the Kingdom Tower until the fall of 2009 (probably later). 

It is pretty easy to guess why Disney has kept quiet about the Bay Lake Tower.  Disney only announced its Animal Kingdom Villas DVC Resort a couple of years ago.  In fact, it only recently completed Phase One of the project, and is currently still constructing the larger Kidani Village next to the Animal Kingdom Resort.  Disney probably does not want to undermine time-share sales at Disney's Animal Kingdom Villas or even at the Saratoga Springs Resort & Spa, both of which are still selling units.  This why it may be unlikely that Disney would break the news about the Bay Lake Tower now – if you had the opportunity to buy into DVC for a unit at the Bay Lake Tower, wouldn’t you wait?  I know I would. 

Replacement for the Year of a Million Dreams?

            Probably one of the most likely announcements this coming Thursday will be the replacement of the extremely popular Year of a Million Dreams.  The Year of a Million Dreams officially began Sunday, October 1, 2006 and ran through December 31, 2007. It was then extended to run throughout 2008.   For those of you that don’t know, the biggest part of this celebration was the Disney Dreams Giveaway promotion, where over a million extra-special dreams was randomly awarded to lucky guests.   Dream Squad Cast Members handed out dreams ranging from a stay in the Cinderella Castle Suite to Dream Fastpasses, which enabled the wearer to enter the Fastpass line at various attractions and ride with little or no wait.

            Gauging from the responses I have seen from guests and cast members alike, the Year of a Million Dreams has a major success.  After thinking about it for a few minutes, I haven’t the faintest idea how Disney will “plus” the 27-month celebration, but it will be interesting to see what they have in store for its theme park guests.

Conclusion

            I suppose from the looks of this article that whatever Disney is planning to unveil this Thursday, it could any number of things.  Whatever it might be, this author hopes that Disney will not only have its shareholders in mind, but also guests and fans alike.

P.S. –

On a personal note, I would like to take this opportunity to congratulate Matt Hochberg and his fiancée Marissa on their wedding this weekend.  Matt and Marissa, I wish you two all the best in the future.  Cheers!

 

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