Since I work at Walt Disney World Parks and Resorts, my options for the subject of this paper were very limited. Disney is extremely strict on what kind of information is released, so I couldn’t reorganize a stockroom – pictures backstage are off limits – I couldn’t produce a fashion show – I don’t work solely with apparel – and I couldn’t do anything that interfered with the visual merchandising department. With all that said, I decided to comparison shop Disney World and Universal Studios. I’ve been visiting Walt Disney World for years and years now, so when I decided to take a trip to Universal, it was a huge change for me. To me, Disney is this magical place where the outside world fades away once you enter; nothing really compares.
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Universal Studios has two parks, five resorts, and an entertainment district called Universal City Walk. Already, we can see the comparison; Disney World is massive compared to Universal. When it comes to immersing yourself in the worlds each park has set up, Disney has Universal beat again. Whether you’re in the Emporium at Magic Kingdom, Villains in Vogue at Hollywood Studios, or Once Upon a Toy at Disney Springs, you are completely surrounded by theming and the atmosphere of each store. Each store has decorations from floor to ceiling appropriate to the theme and the cast members are wearing costumes to match. I found Universal to be successful in this immersion in only a few store. The Harry Potter stores, Honeyduke’s, Olivander’s, Weasley’s Wizard Wheezes were incredibly themed and completely enveloped guests into the Harry Potter universe. The few Simpsons stores that were at Universal were also immersive. When it comes to guest service, however, Disney is the clear winner. When we are working, we are encouraged to greet every guest we see – most stores have a door greeter dedicated to this – and we are encouraged to ask every guest if they need help with anything. We offer our name and have a conversation with the guest if they have
Universal Studios has two parks, five resorts, and an entertainment district called Universal City Walk. Already, we can see the comparison; Disney World is massive compared to Universal. When it comes to immersing yourself in the worlds each park has set up, Disney has Universal beat again. Whether you’re in the Emporium at Magic Kingdom, Villains in Vogue at Hollywood Studios, or Once Upon a Toy at Disney Springs, you are completely surrounded by theming and the atmosphere of each store. Each store has decorations from floor to ceiling appropriate to the theme and the cast members are wearing costumes to match. I found Universal to be successful in this immersion in only a few store. The Harry Potter stores, Honeyduke’s, Olivander’s, Weasley’s Wizard Wheezes were incredibly themed and completely enveloped guests into the Harry Potter universe. The few Simpsons stores that were at Universal were also immersive. When it comes to guest service, however, Disney is the clear winner. When we are working, we are encouraged to greet every guest we see – most stores have a door greeter dedicated to this – and we are encouraged to ask every guest if they need help with anything. We offer our name and have a conversation with the guest if they have