Here is a copy of the text of the letter sent to the Magic
Kingdom Club Corporate Directors (it was not dated, but was received by
at least one Corporate Director on September 28, 2000):
Dear Club Director,
The Magic Kingdom Club program is changing and we want
you to hear all of the exciting details directly from us. The
changes being made are based on extensive consumer research and represent
our desire to redefine the relationship we have with many of our most
loyal and valued guests.
On October 14, 2000, the Magic Kingdom Club will evolve
into an exciting new program - The Disney Club! For a number of
years now, we have had questions about the value of the Magic Kingdom
Club Corporate program, both to Disney and to Club members. We've
heard from many members who say that the discounts and offers could
be more appealing. Others say they want a more direct connection
with Disney and would like to hear from us more often. Our most
frequent customers want their loyalty recognized and rewarded by Disney.
In a number of ways, the new program addresses these concerns.
We believe that once you become familiar with The Disney Club, its increased
value will be apparent.
While the Magic Kingdom Club was heavily focused on theme
parks, The Disney Club offers members expanded company-wide benefits
that reflect Disney's diverse offerings beyond traditional theme park
savings. Some of the privileges Club members will receive include:
members-only previews of new offerings, including our newest Theme Park,
Disney's California Adventure; discounts at the Disney Store, The Disney
Catalog and the Disney Store.com; Special offers on Disney videos and
DVDs; and preferred access to select Disney theatrical performances
such as The Lion King and Disney on Ice. Discount and unique vacation
packages to Walt Disney World® Resort in Florida and the Disneyland®
Resort in California will remain key components of the program.
In addition, members will have a members-only website and will receive
monthly mailings which include special Club offerings.
In order to provide our members with these high level
benefits, it is necessary to charge a fee. But the traditional
benefits we will provide to members on a monthly basis will increase
so much that we are confident most members will find they are repaid
for their membership fee investment many times over. We truly
believe that anyone trying The Disney Club for a year will find they
are getting an excellent value.
In a couple of weeks, you will be receiving additional
information on this exciting new program. The enrollment forms
you receive will offer The Disney Club program to your employees for
$29.95 - a savings of $10 off the general public price! This same
enrollment form will also offer the Disney Sampler, a FREE sampling
of the exciting offers available to them through The Disney Club membership.
The Disney Sampler is a sheet of value-added coupons - coupons that
will give your employees a peek at many of the things The Disney Club
has to offer!
We hope you're as excited about The Disney Club as we
are! We have appreciated your participation in the Magic Kingdom
Club and look forward to working with you in the future.
