d-r
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- Joined
- May 31, 2000
It wasn't very long ago that it was easy to feel like Disney wanted me - and people like me, adult couples with two incomes but no kids, at least not yet - to come and visit. What a wonderful place for a honeymoon, they beckoned. They showcased nightlife at Pleasure Island and the Boardwalk. Think of the image of the saxophone player in the spotlights that formed a Mickey. They pointed out the world beyond the parks, with horse back riding, golf, parasailing. Treat yourself to the luxury of a day at the spa, they invited. Go on an adult tour behinds the scenes. They offered courses on things like cooking and gardening at the institute. They waved the promise of fine dining at the california grill and artist point under my nose. Are you thinking of proposing to your beloved? We can take care of that, too, they offered. And they subliminally challenged me to have a beer in every country in world showcase, because like a mountain, it was there. The communication was clear - Disney isn't just for kids. Walt wanted his park to be a place for everyone. And they wanted our child-free money.
But I feel like things may have changed. Was it the opening of places like IOA and the hard rock hotel? Has Disney given up even trying to market to dinks?
It is subtle, maybe I'm being paranoid. Two years ago the marketing switched. It wasn't focused on the adult things to do, it focused on things for "Big Kids." Apparently because we didn't have kids of our own yet, we must still be big kids and so we would enjoy doing the kid things. And during the past year it seems that marketing has been aimed solely towards families with children and grandparents/emtpy nesters. The current marketing theme seems focused on baby boomer nostalgia ("remember watching the wonderful world of Disney on Sunday nights? Well, the magic is still here to share with those grand children of yours..."). This year's vacation video line up did not even include the "pre-family" version that I had come to know and love. Childless couples were simply sent the "Post-family" version, so that we could see how fun Disney can be for AARP members. Its as if my demographic no longer exists.
And now I see comments like the one the CM made about triceratop spin, that it was aimed at the under four crowd, seemingly implying that the poster had no business checking it out in the first place. The other addition to this area is a kiddy coaster. Everyone seems willing to concede that the purpose of dinorama was that people complained that there wasn't enough for little kids to do in AK - um, the only thing I can think of in AK that little kids couldn't do is Kali and CTX, which they slowed down to lower the height requirements. The news from Pleasure Island has been pretty bleak, for example Mannaquins has been MIA, and the news is when it re-opens it will no longer have feature dance music, but will have shifted towards a more middle of the road family friendly top 40 format. When was the last time Disney marketing mentioned the romance of walking the torchlit beaches of the polly or of a fine dinner at the grand? Or when was the last time that ESPN club was billed as a legitimate place to watch the game, rather than a place to get burgers for the kids that was themed like a sports bar?
Maybe they felt like they were already challenged in attracting the DINK visitor, and in a world of cutting back that was a good place to slash.
In Jan. we will be visiting with three other young couples. A fourth dropped out due to the birth of a baby and Sept. 11. But before they dropped, that couple was really bringing up the Universal parks - IOA, hard rock hotel, city walk....didn't that seem a little cooler and more adult?
Now don't misunderstand me, I've never expected or wanted to go to Disney and not enjoy a family with preschoolers at the next table - I full expect Disney to be a family place and I like that it is. I may occasionally whine about being cut off by a stroller, but the truth is I love seeing children enjoying the magic. I just feel like that the marketing and effort that they used to put in place to attract childless couples has been forgotten.
Is it just me?
DR
But I feel like things may have changed. Was it the opening of places like IOA and the hard rock hotel? Has Disney given up even trying to market to dinks?
It is subtle, maybe I'm being paranoid. Two years ago the marketing switched. It wasn't focused on the adult things to do, it focused on things for "Big Kids." Apparently because we didn't have kids of our own yet, we must still be big kids and so we would enjoy doing the kid things. And during the past year it seems that marketing has been aimed solely towards families with children and grandparents/emtpy nesters. The current marketing theme seems focused on baby boomer nostalgia ("remember watching the wonderful world of Disney on Sunday nights? Well, the magic is still here to share with those grand children of yours..."). This year's vacation video line up did not even include the "pre-family" version that I had come to know and love. Childless couples were simply sent the "Post-family" version, so that we could see how fun Disney can be for AARP members. Its as if my demographic no longer exists.
And now I see comments like the one the CM made about triceratop spin, that it was aimed at the under four crowd, seemingly implying that the poster had no business checking it out in the first place. The other addition to this area is a kiddy coaster. Everyone seems willing to concede that the purpose of dinorama was that people complained that there wasn't enough for little kids to do in AK - um, the only thing I can think of in AK that little kids couldn't do is Kali and CTX, which they slowed down to lower the height requirements. The news from Pleasure Island has been pretty bleak, for example Mannaquins has been MIA, and the news is when it re-opens it will no longer have feature dance music, but will have shifted towards a more middle of the road family friendly top 40 format. When was the last time Disney marketing mentioned the romance of walking the torchlit beaches of the polly or of a fine dinner at the grand? Or when was the last time that ESPN club was billed as a legitimate place to watch the game, rather than a place to get burgers for the kids that was themed like a sports bar?
Maybe they felt like they were already challenged in attracting the DINK visitor, and in a world of cutting back that was a good place to slash.
In Jan. we will be visiting with three other young couples. A fourth dropped out due to the birth of a baby and Sept. 11. But before they dropped, that couple was really bringing up the Universal parks - IOA, hard rock hotel, city walk....didn't that seem a little cooler and more adult?
Now don't misunderstand me, I've never expected or wanted to go to Disney and not enjoy a family with preschoolers at the next table - I full expect Disney to be a family place and I like that it is. I may occasionally whine about being cut off by a stroller, but the truth is I love seeing children enjoying the magic. I just feel like that the marketing and effort that they used to put in place to attract childless couples has been forgotten.
Is it just me?
DR
