Above the the new billboard
campaign for the park - note carefully how the little girl is shown in
the photo - then look below at how a child actually sits in that coaster
car
One of the things Disney's research
is apparently showing for the lackluster attendance at California
Adventure is that a poor marketing job may have done to reach
to the stroller / kids crowd. As a result they are now rushing a new ad
campaign to focus on how "DCA was designed by experts - kids!"
or how the few rides they can get on are expressly designed for them.
(The billboards above "Are You Mouse Enough?" went up a few
weeks ago, and one hastily shot ad has already debuted on TV.) In this
photo essay we'll detail the filming of a new TV ad that took place on
5/9/01 - and take a closer look at how they are trying to sell this
park.
The problem with the campaign we see unfolding so far is two fold -
it presumes that the dearth of attendance is a marketing problem, as
opposed to Paul Pressler and Barry Braverman having built a park that is
kid unfriendly with most of its rides. And also it seems that they are
trying to tell people that there are plenty of things to do, when the
attraction count is woefully inadequate overall. We won't even discuss
here the value issue - charging the same admission price for DCA as
Disneyland.
Is selling this park in the manner
shown here on this page only going to make things worse?
Apparently whoever came up with the research and ad campaign never spent
an afternoon in Guest Relations listening to all the disappointed
parents, with bored kids in tow. I am also personally VERY concerned
they seem to be selling the more adult, older kid rides to younger kids
- as you can see in the photos below. I seriously question that
the child utilized in the coaster shots could normally be able to ride
this attraction, much less even be able to see anything outside of his
seat. That it seems they tried to keep him "under wraps" also
concerns me.
One of the other problems with this shoot was that it brought parts
of DCA to a standstill - not a good thing when some attractions are
already down, in a park where people complain daily that there isn't
enough to do. Customers who paid full admission that day were basically
shut off from various areas for hours at a time. Bad show.
Above: From the main entrance looking toward the bridge. Pedestrian
traffic was completely stopped and visitors were being lead through the
shop adjacent to guest relations. Store management was noticeably
unhappy because hordes of people were pushing and shoving their way
through to either enter or leave the park. Also, the door in the middle
of the shop was blocked by very rude production assistants, they were
being very short with people and physically shoving them away from the
door.
Above is a sign noting the quite apparent filming, it includes the
obligatory note that if you don't want to be on film, don't stand in
this area.
Above with Character Minnie is the little boy seen later on this page
on the California Screaming coaster. Make a mental note of his height,
apparent age and size.
Above is some live action being done for the commercial. This appears
to be the same little girl with Minnie that was on the billboard (first
photo on this page). Note how short and young she also is - which may
make her unable to ride the few attractions at DCA.
Above is another shot of the entry area, and in particular look at
the old style Disneyland balloons. Keep in mind Paul Pressler's original
dictate on this park - he didn't want characters in it, and it was
supposed to be a totally different experience from Disneyland. More edgy
- hip - for teens and adults.
Now it appears they can't cram enough Disneyland stuff in. Sure looks
like he really misjudged his customer base didn't he?
Above is a camera setup with an empty California Screamin' train.
Above is a wide shot of the coaster train with all the extras and
wave machine on.
Now above, look at the little boy in the front coaster seat, remember
him? Compare in the photos above and below just how he sits in this
coaster with the shoulder restraints - it's not how they show the little
girl on the billboard in the first shot on this page is it?
Look at the little boy again above...
...now note (above) the space above his head, then the space between
his shoulders and the shoulder restraint. Now, granted this is a rather
tame coaster - but still.
Above is a shot of the people getting out of the coaster for a break.
At that time the little boy was quickly rushed off stage, through the
back door that goes into the train service area.
A poor cast member at the entrance of the coaster trying to tell some
out of state visitors why they can't ride. Apparently a commercial is
more important than happy customers. The coaster was down for more than
1.5 hours for the shoot.
Above you can see more angry and confused visitors, note the park
executive in the off white patterned shirt with sunglasses. "Please
try one of our many other rides, come back in an hour or so."
Again, the problem isn't that
Disney didn't sell this park well enough - the problem is in the park's
core concept and design. People are complaining, and loudly I
might add, that there is not enough to do, especially for the age
and size children they seem to be targeting in this ad shoot. They come
for a Disney experience, and find it very lacking.
Let's hope the executives wake up to the real problems with
California Adventure. The customers apparently have, as the continuing
poor word of mouth and skimpy attendance amply illustrates.
(Special thanks to a kind soul who provided the above
photos and much of the commentary.)
