Disney’s New ‘Star Wars’ Attraction Is an

Early Flop. Here’s Why That Will Change.

By Josh Barro

Not yet ready for takeoff. Photo: Jeff Gritchen/MediaNews Group/Orange County Register via Getty
Images

This May, when Disney opened Galaxy’s Edge, the new 14-acre Star
Wars–themed section of Disneyland in California, the company worked
hard to ensure the park would not be overwhelmed by crowds of visitors
coming to see it. It raised prices, required reservations, and imposed
restrictions on employee and pass-holder visits.

They seem to have done too good of a job: Despite expectations of

ridiculous crowds, park attendance at Disneyland this summer has been
so far below expectations that the Orange County Register says this
summer is “the best time to visit Disneyland.”
Unfortunately for Disney shareholders, these light crowds were a driver of
disappointing profits for the quarter that ended June 29. Here’s how CEO
Bob Iger explained the low attendance numbers on the company’s
quarterly earnings call last week:

First of all, helped in part by some of our efforts, there was tremendous
concern in the marketplace that there was going to be huge crowding
when we opened Galaxy’s Edge. And so some people stayed away just
because they expected that it would not be a great guest experience. At the
same time that was going on, all the local hotels in the region, expecting a
huge influx of visitation, raised their prices. So, it simply got more
expensive to come stay in Anaheim. In addition to that, we raised our
prices. We brought our daily price up, so if you think about local
visitation, we brought the price of a one-day ticket up substantially from a
year ago. And then we have opened up Galaxy’s Edge with one attraction
instead of two. The second attraction is going to open in January. And so
all of those factors contributed to attendance that was below what we
would have hoped it would be.
Park attendance also fell short at Walt Disney World in Florida; Iger
said that was because travelers have been delaying their visits until the
Florida version of Galaxy’s Edge opens later this month.

This isn’t what the company hoped for, but to put it in perspective: Over
the decades, Disney-park launches have often looked rocky, even as the
company has built the world’s most successful theme-park franchise.

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Disneyland’s opening in 1955 was “disastrous,” with Tomorrowland
unfinished, Peter Pan and Dumbo unready to open, and ladies’ heels
sinking into fresh, hot asphalt on Main Street U.S.A. Epcot, which opened
in 1982, suffered major cost overruns and disappointing second-year
attendance, factors that former CEO Michael Eisner cites as reasons he
was brought in to rescue the company. Disney’s Animal Kingdom
was plagued at opening with bad press over animal deaths. Disneyland
Paris (formerly known as Euro Disney) has repeatedly required financial
restructuring to avoid bankruptcy.

But the opening that may be most instructive for the performance of
Galaxy’s Edge is that of the Disney–MGM Studios in Florida in 1989.
With a sense that it had bitten off more than it could chew when building
Epcot (more than twice the size of the Magic Kingdom and boasting over a
dozen elaborate attractions at its grand opening), the company aimed
small with Studios, offering just five main attractions at opening in a park
smaller than the original Disneyland.

All five of those original rides and shows have since closed; the park, now
known as Disney’s Hollywood Studios, added its current marquee
attractions like the Twilight Zone Tower of Terror and Star Tours in the
ensuing years. This phased strategy allowed Disney to invest capital into
the park gradually and also gave visitors reasons to keep coming back
even if they might have thought the new park was a little … light the first
time they visited.

Galaxy’s Edge, of course, isn’t a whole new park; in Florida, like in

California, it will be a sizable addition to an existing park. But because it is
so big and so hotly anticipated, it poses the same problems to the
company that a whole new park would. People put off visiting because it’s
not open yet. Then they put off visiting because they think it will be really
crowded. Or they want to wait until the whole thing is actually open,
which won’t be until December in Florida and January in California.
Photo: Patrick T. Fallon/Bloomberg via Getty Images

That Disney (and, apparently, the independent hotel owners who

surround Disneyland) overestimated visitors’ willingness to pay and
queue to get right into Galaxy’s Edge at opening has cost the company
some money in the short term. But if Iger’s read is right — visitors want to
come to Galaxy’s Edge, but they just want to wait until the hotels are
cheaper, perceived crowds are lighter, and both of the new Star Wars–
themed rides are actually open — that should be a transitory problem
instead of an enduring one.

Refreshes and expansions are necessary aspects of the theme-park

business. If you want to keep people coming back, it’s important to offer
them something new they didn’t experience on their last trip. But those
refreshes and expansions are always risky, because they require extensive
upfront investment (especially when built to the standards set by Walt
Disney, whose vision called for not just amusing rides but comprehensive
theming) and you don’t know how they will pay off until customers get to
ride them. Over the years, no park operator has done a better job of
calculating those risks than Disney.