What Disney Can Learn From Epic Universe
After seven years of anticipation, Universal Epic Universe is finally open to the public.
The park has operated for a little over a month now, and despite some problems during sneak previews, the grand opening has largely gone smoothly.
Image: The Healthy Mouse
A story recently circulated of several Disney executives visiting the new Universal park.
Their presence raises an excellent question. What can Disney learn from Epic Universe?
Branding Matters
Walt Disney Company
Nobody knows more about branding than the Walt Disney Company.
One of the reasons so many people are so excited about Epic Universe is that it feels like Universal Studios’ most Disney-like theme park.
Photo: Universal
For a short time, Universal has stolen Disney’s thunder by shamelessly copying it.
At Universal, you’ll find themed lands based on How to Train Your Dragon, Nintendo, and Universal Classic Monsters.
Photo: Universal
There’s also another The Wizarding World of Harry Potter, but there’s a bit of a been there, done that feel to that area.
Not coincidentally, one of the big stories about Epic Universe is how great the merchandise is.
Universal
As a Toothless fan and black cat devotee, I pay attention to every piece of Night Fury merchandise for sale there.
Similarly, as someone who still has GameCubes connected to televisions right now (the platinum one is the best), I’m all about the Nintendo merchandise.
Universal
If/when Universal adds an Animal Crossing or meet and greet, my wife will immediately purchase a home in Orlando.
Comcast committed to the Epic Universe because executives were acutely aware that they could sell tons of merchandise, enough that they could eventually offset the multimillion dollar expense of building the park.
Photo: Universal
Universal picked the themed lands it did specifically because their merchandise would generate revenue.
Now that we know Disney will build a fifth theme park at Walt Disney World over the next decade or so, the company should already be evaluating the brands that should inhabit each themed land.
Photo: Universal
While offering high quality attractions should be a primary factory, so should merchandising.
Disney should seriously consider a Lilo & Stitch themed land and possibly a Simpsons area as well.
Photo: Disney
Remember that Universal’s license expires in 2028. At that point, Disney will be free to create their own vision of Springfield.
Moana, Frozen, and Zootopia are other brands that would justify entire themed lands, as would the Sensational Six or Disney Princesses.
Photo: Disney
I probably don’t need to tell this to Disney, but they should bet BIG on their own brands.
Consider the Weather
Photo: Universal
Epic Universe had some Sneak Preview issues, particularly with Harry Potter and the Battle at the Ministry.
To the company’s credit, it quickly deduced the problem area and has largely solved it as far as anyone can tell.
Universal
Other than that, Epic Universe’s operations have been quite smooth… with two glaring exceptions.
Universal officials somehow forgot that they were building a theme park in Central Florida.
Photo: Universal
I don’t know how much you pay attention to the weather, but hurricane season is a thing.
More specifically, random, sudden rain showers occur fairly often.
Photo: Universal
At Epic Universe, a rainy day can wipe out an entire park visit, and that’s not hyperbole.
Since the overwhelming majority of the attractions are outdoors, they must close during inclement weather.
Magic Kingdom crowds
That leaves guests racing to less than five indoor/covered attractions.
You can imagine the lines for those, and God help everyone if any of them are malfunctioning at the time.
Then, we have the secondary factor, one I’ve been stressing about Disney’s future park planning.
The weather in the South has gotten ridiculous over the past five years.
Lines
Yesterday, I looked at the heat index at 7 p.m. at night, and it was 102 degrees.
Nobody wants to be standing in an outdoor line when it feels like 100 degrees.
Photo: Disney
That’s primarily why I consider Disneyland Abu Dhabi such a clever project.
The entirety of Disney’s new theme park will sit indoors, negating any concerns about heat or rain.
Walt Disney World’s fifth theme park should operate more efficiently than Epic Universe if Disney makes it mostly/entirely indoors.
Pay Attention to Logistics
Photo: WESH
Disney has always been amazing about logistics and transportation, getting people to and from the parks conveniently.
Epic Universe has been kind of an adventure thus far since it’s a couple of miles away from the other themed parks at Universal’s Orlando resort.
Disney
For this reason, Epic Universe has turned into a full-day theme park almost by necessity, as it’s inconvenient to move between the three parks.
When Disney opens a new theme park, it should offer either Monorail or Disney Skyliner access, or preferably both.
The current state of monorail manufacturing qualifies as lousy, bordering on extinct.
So, I understand why a monorail extension may not be in the cards, but I speak for all Disney fans when I say it’s the most fitting form of Walt Disney World transportation.
In lieu of that, I will happily take the Disney Skyliner, since it’s so efficient and timely.
A new theme park needs one of those two options. Disney, please don’t leave us relying on buses!
Themed Food
When you dine at most Disney restaurants, the theme is readily apparent.
At Columbia Harbour House, you’re hanging out in New England around the time that Americans are at war with Old England.
Photo Credit: Disney
When you visit Casey’s Corner, you’d better love baseball! Then again, who doesn’t love baseball?
If you’re about to raise your hand, know that our friendship hangs in the balance.
Vegan Chicago Dog – Casey’s Corner
The “problem” is that every Disney restaurant functions as a standalone entity.
That’s happened because Disney gradually added restaurants over a period of decades, reducing the cohesion with each change.
Casey’s Corner
Epic Universe works differently, at least right now.
In 20 years, some of the restaurants may not tie together in a connected manner, but they absolutely do right now.
You 100 percent will know when you’re dining at Dark Universe, the themed land based on Universal Classic Monsters.
Every eatery here features a gothic menu that ties back to the land’s overriding theme.
Universal
You’re in the village of Darkmoor, and you’re pretty sure that nutty Dr. Frankenstein is going to get you all killed.
The food reinforces the mad scientist vibe. Contrast that to Adventureland or Frontierland.
Frontierland
Even if the restaurant’s theming ties back to the area’s theme, the menu isn’t cohesive.
You should always know which themed land you’re visiting based on the look of the place and some of the menu items.
Beignets at Tiana’s Place
Disney is better about this at some places than others.
For example, Tiana’s Palace at New Orleans Square sells authentic beignets, but so does Golden Oak Outpost, which doesn’t exactly scream New Orleans.
Photo: Disney
When Disney builds a new theme park, it should tighten this current oversight.
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Feature Photo: Vulture | Photo: Gary Hershorn/Getty
