Part of what makes a visit to Walt Disney so wonderful is when a guest or family receives a Magical Moment. What constitutes a Magical Moment? It is something orchestrated to occur on a continual basis in an effort to make as many guests feel like they have had a special experience.
Let me share with you some of the most renown.
As guests line up in front of the Mickey planter prior to park opening, one family is chosen to help kick it all off. They are brought to the top of the train station, and are joined by the Mayor and fellow citizens (dancers), as well as a host of Disney characters that arrive by train. The family joins the cast in doing a countdown. A few moments later, everyone heads into the park.
The seats in this car can be arranged to meet the needs of varying guests with mobile difficulties. Photo by J. Jeff Kober.
Perhaps the best Magical Moment ever came during the Year of a Million Dreams campaign when a lucky family had the opportunity to stay for one night in Cinderella Castle. That privilege is no longer granted on a daily basis, and is now used for specific promotional or business purposes. But the exclusivity was huge, and the suite was surely the most amazing place anyone could possibly imagine staying in during a Disney vacation.
There’s no question that the opportunity to participate in one of those activities created a memory that will last many lifetimes. Still, Disney creates many other lesser Magical Moments every day. Most are so simple that many guest don’t see them as something special. But they can still be the highlight of a trip. Here are a few:
Simply join in. That’s the invitation when you’re waiting for the 3 p.m. parade. Even simple events such as games on Main Street U.S.A. prior to the parade are ways to create Magical Memories.
Even simple activities such as this can create special memories for Guests. Photo by J. Jeff Kober.
Do you have a good, strong voice? It probably doesn’t matter, because when you step on the Walt Disney World Railroad, you may be given the mike to announce, “all aboard.” Similar greeting experiences may occur at the start of the Country Bear Jamboree. If you have a really good voice, join along with the Dapper Dans and maybe you’ll be made an Honorary “Ding-A-Ling.”
Presented to outstanding Dingalings who join in with the Dapper Dans.
Have you ever found the spotlight on you at the Monster Inc. Laugh Floor? It happens to some dozen individuals in any given show depending on the format. It’s a simple fun way to make you feel a little special.
Monster’s Inc. Laugh Floor will make certain somebody gets singled out for a good laugh. Photo by J. Jeff Kober.
Celebrating something special? There are lots of ways the folks at the Magic Kingdom like to create Magical Moments around a favorite anniversary, birthday, or special occasion.
This sign along with others are placed behind cars on the Tomorrowland Speedway. It’s all designed to create Magical Moments on people’s special celebration. Photo by J. Jeff Kober.
With those in mind, let me share with you two Magical Moments that have been very special to my youngest son, who deals with autism. In recent weeks I’ve been one of many online bloggers who have taken trips around the Rivers of America on the Liberty Square Riverboat in an attempt to get a glimpse of the construction underway at the Haunted Mansion. My son has been on several trips, fortunately, he likes boats.
As seen from the trestle of the Walt Disney World Railroad, the Liberty Belle heads down the Rivers of America. Sometimes, the train and river boat get into a whistle competition on the back side of the river. Photo by J. Jeff Kober.
But one one occasion we were invited to the wheel house of the ship. For me, that was really cool. This upper wing is beautifully themed and cared for. But for my son it was especially exciting, because he was given the chance to drive the steam boat, and pull on the whistle. The delight on his face was amazing. He watched the first half, when the pilot had to monitor the boat past the area where rafts come and go from Tom Sawyer Island. There is a series of signals given to make certain the rafts are clear of the boat. Otherwise, the pilot must signal the engine room downstairs to reverse the paddles and stop immediately.
The pilot managing affairs at the wheelhouse. Photo by J. Jeff Kober.
Once past Big Thunder Mountain however, my son took over the wheel as the ship headed into the wilderness.
My son is thrilled to be piloting the boat. He sits high in this picture, because a special bench is provided for kids to stand on so they can see out past the wheel onto the river. Photo by J. Jeff Kober.
At the end of his experience came an honorary certificate that my son was able to take home to remember his experience on the ship. The text reads
Liberty Belle Pilot
The undersigned Inspector for the District of Liberty Square certifies that:
[the name of the individual]
has been examined this day and has successfully demonstrated proficiency as the PILOT of THE LIBERTY BELLE and is hereby declared licensed to act as such for one year from this date on THE RIVERS OF AMERICA in the MAGIC KINGDOM at the WALT DISNEY WORLD RESORT
Given under my hand, this [date]
Mickey Mouse, Commodore
A dedicated and very fancy certificate is awarded to those Guest Pilots.
There’s a similar type of opportunity when a child is selected to pilot a Jungle Cruise ship. There’s even a little card they are given at the end for being the pilot of the ship. But being in the wheelhouse of the Liberty Belle is more of a unique opportunity.
The second experience could be considered more of a Take 5 at Disney. At least that’s the way it started. Take 5s are more improvisational, and are simply invitations for the cast to do something nice for a guest or fellow cast member. By no means is this something that’s done every day—but it is something they’ve done for others. And their care and concern from my youngest son has been so kind, as to warrant mention here.
We’ve known cast member Sue for some time. Sue is great with horses, that’s why after a few years working in food and beverage at the resorts, she landed a job working with the trolley on Main Street, U.S.A. Now if you’ve been on the trolley, and paid attention to what the cast members do, they don’t have an easy job. They get up very early to get the horse from the stables over at Fort Wilderness, and to get things ready by opening at 9 a.m. every day. Then there’s the chore of navigating down Main Street while thousands of visitors are pouring onto the streets. That is very difficult. Between all of this are the trolley shows, where the horse needs to stay in one place until the dancers are done.
Sue, on the right, prepares to step off the trolley so as to watch the horse while guests are boarding. Typically, two cast members are assigned, one to hold the reigns, the other to take care of the horse or guests in the way. Photo by J. Jeff Kober.
My son’s favorite attraction in all of Walt Disney World is the trolley. He loves the horses. If we go on a Saturday, we have to go early so that we can have plenty of opportunities to see the horse on the trolley. Over time, we’ve developed a friendship with Sue and the others. Sue has come to be very kind to Preston. And I enjoy the conversation with Sue as we’ve waited for clearance to go up and down Main Street. On occasion she’s invited him over to the barn, a generous thought on her part because it’s not only during her break, but the horse’s break as well.
My son anticipates the arrival of the horse-drawn trolley. Photo by J. Jeff Kober.
Recently, we were talking about my son’s fascination with the Headless Horseman. He had seen him last year during the Mickey’s Not-So-Scary Halloween Party. His second-favorite thing to do, after the trolley, is to visit the sign over at Sleepy Hollow Refreshments. He’s convinced that the horseshoe prints at the Haunted Mansion belong to the Headless Horseman.
Not long afterward, Sue produced a Magical Moment in the form of a card depicting the Headless Horseman, along with a note (who knew the Headless Horseman had such beautiful cursive handwriting?!) Preston loved it. He had it in his hand at some point every day showing us the picture and exclaiming, “look mommy…Headless Horseman!” Of course, when I see it, I don’t think as much about the movie, as I do about Sue.
This image was reproduced on a postcard-size handout for guests who love the Headless Horseman. I hope they have more, because this one’s getting beaten up being carried around the house by my son.
That’s what Magical Memories are all about. Some very orchestrated, many are not as much. Most have a simple keepsake attached. But they all serve to create memories for a lifetime.
And remember, in your business, you can create Magical Moments for your customers, as well. Doing something special for your customers can create great customer loyalty. A little tchochke or keepsake goes a long way to making your business stand out from the rest.
What about you? What Magical Moment would you enjoy most? Have you experienced one of these Magical Moments? Do you do something to create memorable experiences for your customers? Share your experience with us. We’d love to hear from you.
And as always, remember to make the magic no matter where you work and play.
