After more than two years, the Year of a Million Dreams celebration at Walt Disney World is coming to an end on December 31, 2008.  With this popular event gearing down, the question on many people’s mind was what would replace the Year of a Million Dreams in 2009.  Well, as expected, on September 18th, the Walt Disney Company unveiled its new promotion, entitled “What Will You Celebrate?” (“WWYC”)

            As the rumor about this announcement suggested, Disney’s new promotion is based on a newly defined family travel trend called “celebration vacations.”  In this national trend, American families are apparently going on vacation to mark special occasions such as birthdays, anniversaries, graduations, reunion, etc. – with a “celebration vacation.”  In an effort to capitalize on this growing trend, Disney plans to offer new entertainment and services that allow guests to turn their “personal milestones into magical Disney experiences.”

            Probably the biggest part of the WWYC promotion is the opportunity to receive a free one day base ticket to one of the Walt Disney World or Disneyland theme parks on your birthday in 2009.  Of course, if you are like me and have an annual pass, Disney also provides you with other options on your birthday:  (1) A birthday fun card in an amount equal to the price of a 1-day Magic Your Way base ticket for you to use on your birthday for merchandise, recreation or fun activities at Walt Disney World; (2) a special birthday FASTPASS badge for certain attractions at the Theme Park you visit on your birthday; or (3) a 1-day Magic Your Way base ticket for you to use any time until your next birthday.   Note that your birthday fun card can not be used to purchase food or beverages at Walt Disney World. 

During WWYC, guests can add on to their vacation by choosing from more than 200 experiences ranging from fireworks cruises, sunrise safaris, and diving to visits to the Bibbidi Bobbidi Boutique, backstage tours, and kids’ pirate adventures.  And of course, dining experiences will also help celebrate with guests, as Disney advance planners can custom-order cakes, flowers, balloons and more.

            My first impressions of the WWYC promotion were underwhelming.  After the Year of a Million Dreams, where I had the chance of winning Dream Fastpasses, or a trip to all the Disney theme parks, or a stay at Cinderella’s Castle, getting free admission for my birthday seems a little lackluster.  Moreover, compared to Disneyland’s 50th birthday celebration in 2005 where new rides, stage shows, and other attractions made their way from other theme parks around the world, WWYC merely highlights what the World already had offered. 

            I tried to understand Disney’s decision in its new promotion by reading some of the research they apparently relied on.  According to the press release, a nationwide survey of nearly 4,600 adults showed that 70 percent of American leisure travelers have taken a vacation with the primary purpose of marking a special occasion in their lives.  In other words, nearly three-fourths of people surveyed have been known to take a “celebration vacation.”  Respondents mentioned a broad range of events worth celebrating with a special vacation – not just birthdays and anniversaries but a first vacation with children, a job promotion or recovery from an illness.  One of the people tasked with conducted the survey stated that “Families on ‘celebration vacations’ are looking to truly commemorate moments in their lives – in special places everyone can enjoy.”  Research also showed that when they take that “celebration vacation,” families are looking for destinations that provide activities for children and – better yet – activities adults and children can enjoy together.  Walt Disney World, which was built so that parents and children could have fun together, is one of the most popular choices for celebration vacations.

            Thinking back on why I went to Walt Disney World in the past, I wanted to account for “regular vacations” and “celebration vacations”.  Based on approximately six Walt Disney Vacations I took from 1988 to 2007, four of them could be defined as celebration vacations.  In 1988, I celebrated my birthday in style at Walt Disney World.  As a college graduation present, I got to visit the World in 2004.  I celebrated my graduation from law school a semester early in December 2006.  And finally, in a last minute decision on my part, I decided to celebrate my successful completion of the Hawaii State Bar Exam by heading down to Walt Disney World for a week in August 2007.

After realizing how much I traveled to celebrate a milestone in my life, I think Disney is on to something with the WWYC promotion.  With the economy in a slump, Disney is less likely to announce some hundred million dollar super headliner to attract new guests.  What’s more is that we have seen more subtractions than additions to the parks lately (e.g., Pleasure Island, Four for a Dollar, etc.).  Instead of spending large amounts of money on new attractions, Disney is trying to sell potential guests on the many things (200 apparently?) Disney already offers.  Fireworks cruises, signature dining, and other special events fit nicely in the WWYC promotion as a way to make a guest’s celebration even more special.  Moreover, Disney can attract guests who never knew about these experiences by enticing them with free admission on their birthdays.  This promotion places minimal risk on Disney and will hopefully promote the great offerings Disney already provides.

I don’t believe WWYC will be as popular with guests as the Year of a Million Dreams was, but at the same time I don’t think many will complain about receiving free admission or a free $73 gift card on their birthday either (if they are fortunate enough to be at Walt Disney World for their birthday).  Of course, even after reading all of the material available on the WWYC, many questions remain, such as how other celebrations like anniversaries, graduations, and job promotions will work.  I can’t imagine Disney will make a “Congratulations on Your Job Promotion” button to wear around the parks (but if there were one, I’d like to think that it would  depict a sullen Scrooge McDuck begrudgingly shaking the hand of one of his employees).  Without something like that how will cast members know when to be “extra magical”?  Well as we await answers to these questions, it is hard to deny that given the current state of things, Disney is taking the right step by limiting its losses and promoting its established and top notch park, entertainment, dining, and resort offerings.   Let’s see what 2009 brings, shall we?

---