For this post, I wanted to interview an expert in the field of creative entertainment who may be able to talk about some interesting trends in the industry. Through my LinkedIn contacts, I reached out to Cid Stoll, a Senior Research Specialist for Walt Disney Parks and Resorts Creative Entertainment. This division of the company is responsible for all live entertainment in Disney Parks for both domestic and worldwide partners.
RF: As a research specialist for entertainment, what exactly do you do for Disney?
CS: My role is divided into three task buckets. 1) Information gathering and dissemination. I collect information for the entertainment division that may be useful to our production and planning teams and distribute that information. 2) Research and Metrics. There are many types of project and market specific research that take place prior to going into production. I work with the production teams to be sure that they have the research supporting the project. I also provide metrics for both qualitative and quantitative research. 3) Competitive Intelligence. I am responsible for knowing what other companies are doing in the theme park entertainment industry. This is not to spy on them or copy from them. It is really to be sure we know what is going on in the other parks. We will gather that information and strategically consider how we will respond with our next production.
RF: How do you become a Research Specialist for Disney?
CS: Well, my background is in business, music, theatre, and math. I have been working in the entertainment industry for over 35 years. I started at Disney as a technician and worked my way up to my dream job.
RF: In your research, what are the new creative entertainment trends that you are finding in the industry?
CS: Everything is trending towards interactive experiences! The audience must be able to participate using their social media networks. They want to share their experience with their friends and family back home. Our shows need to be timed so that each section flows quickly into the next. The younger audience has shorter attention spans and is use to receiving information quickly. They will not wait around long for something to happen. We are also starting to see YouTube play a role in our younger consumers desire to see our shows. If they watch a video of the show on YouTube and they like it, they are more likely to purchase a ticket to the park. Furthermore, if the audience attends a bad show, they will share that experience with everyone. If they see a good show, they do not share as much. That is why all shows need to be presented well.
We are seeing other trends including big events and large mechanical puppets. Disney is working on a large dragon for Fantasmic! It was being tested at Disneyland and should prove to be quite the spectacle.
RF: What is the next big thing at Walt Disney World?
CS: The Fantasyland expansion is going to be the next big thing for us. It will include many new technologies as well as interactive shows for both boys and girls. We are developing new ways to entertain the guests as they are waiting for the big attraction. We will entertain them so they feel they are enjoying the entire experience as one. In addition, we are opening a new resort in Hawaii and The Disney Cruise Line will launch their third ship, The Disney Dream.
RF: Thank you Cid for your time with me. I appreciate your insight.
CS: Thank you, Ray
Well, as you can see, it looks like interactive experiences are here and are not going anywhere. I look forward to exploring new ways to connect the show with the audience. I hope you will join me.
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