Disney has announced that it will be closing its Star Wars themed hotel. The concept of the hotel was complex, and shows a complete lack of awareness of your customer base. The idea was that the hotel would be like living on a space faring cruise ship. The experience was to be totally immersive.

There were problems with the concept that doomed it to failure from the beginning, and these problems would have been easy to spot, if only someone had discussed it with actual people. The biggest problem is the cost: $1,200 per night for the first two adult guests. For additional guests staying in the same cabin, it would be $500 per night for a child, and $700 per night for an adult. To compare, taking a comparable cruise on a conventional cruise ship with complementary alcohol, internet service, and a personal butler costs about half that. The extra cost is for the Star Wars experience.

So what is this experience? It is focused on the time period of the latest Disney versions of the Star Wars franchise. You know, the movies that only the biggest Star Wars geeks follow with enough excitement to go to this hotel. The characters from the original George Lucas time period don’t exist in this time period, so many original Star Wars fans, most notably the older ones with the money to stay here, won’t recognize many of the characters. The very nature of the hotel limited your customer base, which was already limited by the high cost.

As a hotel instead of an experience, it was a total bomb. There was no swimming pool, no gym, nothing but an extended, expensive cosplay of a movie franchise. For this business to be successful, there has to exist a large enough subset of people who are big enough fans of the movies that are able and willing to spend more than $1,000 a night to cosplay a movie while staying in a crappy hotel.

There just aren’t enough people who are large enough fans to do that at a $1k per night price point. Had Disney executives done a simple market survey, this would have been apparent. The failure of this hotel is a microcosm of the failure of Disney as a company.

There is a lot of talk about Disney and Ron DeSantis’ feud, and many are saying that Disney announcing layoffs and cancelling their projects in the Orlando area are signs that Florida’s governor is losing the battle. That’s BS. The real issue, and reason for these cutbacks, is that the current executives are woke morons with no real business sense. They are taking a company that made its mark, and became an industry giant, by selling family friendly entertainment.

Disney once made wholesome entertainment, beginning in the 1940’s with the classic animated stories like those of Snow White, Pinocchio, Dumbo, and Bambi. Then the 1950’s and 60’s saw the company continue with animated movies, but also told live action stories like Treasure Island, The Absent Minded Professor, Swiss Family Robinson, 20,000 Leagues Under The Sea, and Old Yeller. Over the years, we saw other wholesome movies like the Apple Dumpling Gang, the series of films like Herbie the Love Bug, and Escape to Witch Mountain. The films of Disney were so family oriented, that the company’s first film to not be rated G was the 1979 film The Black Hole.

We moved to Florida in 1972, when my father, who worked as an early computer engineer for Hewlett Packard, was sent there to support the new tech boom in Central Florida. I visited the Disney complex for most of my life. I grew up around Disney and its theme parks. On two different occasions, I worked for the company. Once when in high school flipping burgers and loading people on the attractions of Horizons and World of Motion, and again years later as a repair technician, repairing dancing chickens at Splash Mountain.

I raised my own kids on Disney movies: The Lion King, Aladdin, the Little Mermaid, Toy Story, and Monsters, Inc.– Disney was still making quality entertainment that families could enjoy well into the new century. Even as an adult, I used to pay to enter the parks to see attractions like the Osborne Family Christmas lights. I would go to see the Christmas decorations and sip some hot cocoa while listening to Christmas music. It was relaxing to escape and see some wholesome entertainment.

Disney has changed so much from those early, family friendly years. The cracks began with the rise of what is called “Gay Days.” In 1991, a large group of about 3,000 homosexuals flooded the park while wearing red shirts. It wasn’t a company sponsored thing. That would change over the years, and by the end of the ‘oughts, the event would grow to be a company sponsored event with 150,000 flooding a family friendly park with sexual messages- all aimed at kids.

Now the company has broken with its former self, and spends time producing many films that are no longer aimed at families. Now they are aimed at sending a political and sexual message to kids. From changing old characters to new, sexualized ones, the new “woke” Disney is more aimed at destroying the family than it is at celebrating it. There was a time that Disney jealously guarded its reputation. That time is gone.

That’s why the Disney hotel failed, and that’s why the Disney company is underperforming. The company has lost its way. If the company is to be saved, the brand has to return to its family friendly, wholesome roots.

Categories: Disney Pedoseconomics


Boneman · September 29, 2023 at 9:57 am

H.P. eh? Myself a former employee. H.P. was another Company that fell apart after the Founders turned it over to the “New Guard”. “The H.P. Way” was very quietly forgotten once Bill and Dave were out of the picture. I left in 87 under the SECOND V.S.I. NJD experienced explosive GROWTH… and and an equally explosive implosion at the end of the 1980’s

The Company went from building the absolute BEST test and measurement stuff in the WORLD… to making what? Cheap throwaway printers and PC’s? Carly Fiorina… PLEASE…. Though I still think their medical stuff is the best around to date.

Disney is not the only Co that’s grinding itself in to the ground but still alive based on it’s venerable past. Mars Inc. now being run via “Family Council” vs. the triumvirate of Jacqie, John and Forrest MARS is riding the coat tails of IT’s brands… but going woke and will self implode. I left that realm in 2011 and it’s gone utterly bonkers since. I think of Mars now as the Company that Lynched Uncle Ben.

My thoughts are this. Academia deplores business… hence they have been graduating these “MBA’s” fully trained to DESTROY business. It seems to be working. Not only from a practical approach but political (WOKE) as well.

When I saw the Disney Star Wars Hotel I thought it was a pretty cool idea if not a tad overblown. When I saw the PRICE to stay there I thought they were quite simply out of their freaking MINDS.

Looks like I wasn’t too far off the mark.

I spent

Toastrider · September 29, 2023 at 10:05 am

And nothing of value was lost.

The point about Disney wanting to be associated solely with family friendly entertainment is a good one. As I understand it, Disney owned Touchstone Pictures, which is where they shipped any project with a rating heavier than PG; they didn’t want it associated with the Disney brand.

They sank millions into Galaxy’s Edge, and it did poorly. How many millions did they sink into the hotel?

Sooner or later, you run out of other people’s money.

Undocumented Philly Reparations · September 29, 2023 at 10:32 am

Only Star Wars nerds could afford that. It’s just a movie and not a way of life.
Disney is just right for a Potemkin third world chiquitastan turd that can’t handle the truth.

    Rick · September 29, 2023 at 9:17 pm

    1992, or maybe 93, my friend Sandy flew a banner over Disneyland on its annual ‘gay day. Disney sued. His company, his person, his wife’s person were all named in the suit. Disney has entire squadrons of attorneys. They would rather bleed you dry in a case without merit.

    After two yrs or so, the case ended. I do not remember how it ended. But Sandy did fly over Disneyland one more time, towing the same banner.

    The banner simply read, JESUS LOVES YOU in capitalized block letters.

      Divemedic · September 29, 2023 at 10:16 pm

      Disney fixed that. Since 9/11 the area over the parks is a no fly zone.

        Rick · September 30, 2023 at 9:15 pm

        The dimensions of the permanent ‘Temporary Flight Restriction’ is 3,000 msl, 3 nm centered on the park.

        ATC would often (I wouldn’t say routinely, but nearly so) send arriving, and sometimes departing, aircraft through the TFR. This is KFUL Fullerton which is nearest to the mouse house in Anaheim.

        Disney, and the sports leagues, also NASCAR, pay big money to hold enormous sway over fedgov. They would love to expand the TFRs yet those efforts prove fruitless. Overreach has its limits.

        One method to minimize the effects of TFRs to jealously guard broadcast and advertisement rights is the banner towing outfits enlarged their banners.

It's just Boris · September 29, 2023 at 11:01 am

Another problem with the hotel … as I understand it, there’s an underlying script about the liner being boarded by the New Order looking for spies and rebels, etc.

That might be fun … once. But how often will even a diehard fan want to go through the same motions of helping defend the ship (seriously?), train with lightsabers, and help the good guys triumph? You know how it will end before it starts anyway, but after the first time through, you will now what happens along the way too. No excitement, no randomness, as far as I could tell from what I read.

After that, I’d bet most would go back to going to fan conventions.

    Brian_E · October 2, 2023 at 4:58 pm

    It’s almost like the ‘hotel/experience’ was a miniature but VERY expensive theme park – that has only one ride. 😉

EN2 SS · September 29, 2023 at 11:02 am

If the company is to be saved, the brand has to return to its family friendly, wholesome roots.

Ain’t going to happen, they are too far down the rabbit hole of insanity. Good riddance to bad rubbish.

June J · September 29, 2023 at 2:26 pm

Unless Disney returns to it’s family friendly roots and rejects any and all social constructs other than entertaining children and their parents, I hope it goes bankrupt and its demise is an example for generations on how not to run an organization.

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