Chapter 04
The magic of the scenery
The potential of the setting has When talking about scenery it is
always been recognized by Disney and used essential to talk about Walt Disney Imagineering.
in its theme parks and film productions, but Imagineering is responsible for creating all of
in the mid-1980s the role of the Disney Disney's custom resorts, parks, attractions, and
setting was revitalized when Michael Eisner entertainment spots for different Disney
innovated with the construction of a hotel locations and new media projects.
with the shapes of Mickey, such a feat took
The Imageeners, responsible for
the scenery to a completely new level.
creating the scenarios, created a list of
The scenario can account for both principles necessary for creating a scenario: The
physical and psychological aspects. It is not Ten Commandments of Mickey. They are: 1.
restricted to physical properties, websites Know your audience; 2. Get into the shoes of the
and telephone answering systems, for guests; 3. Organize the flow of people and ideas;
example, also make up the scenario. The use 4. Create a Winie; 5. Use visual language; 6.
of the scenario to provide psychological Avoid excesses, create surprises; 7. Tell one
aspects of care is common when story at a time; 8. Avoid contradictions, keep
transmitting messages to customers fhfgh
identity; 9. Every ounce of attention provides a
through of the scenario.
ton of pleasure; 10. Keep it up.
The scenario, an environment in The setting can be used in two ways: to
which service is provided to customers, is a convey a message and to guide the guest
critical element of the quality service cycle. experience. To convey a message through the
The messages conveyed by it alter the scenery means to adjust the details. Already the
perceptions of customers in relation to the experience of guest can be guided through
products and services sold, hence the need signs, landscaping, and color.
for the scenarios are designed and
To benefit the most from the scenery it
managed to convey messages and serve
is necessary to design everything with the five
customers effectively.
senses in mind: sight, hearing, smell, touch and
taste. the separation of activities on stage and behind
The vision is the transmitter of the the scenes.
scenario, so what you see and what you do The stage is all public areas in which
not see, must be meticulously planned. guests roam freely and service is provided,
In view of the power of sound in the while backstage is the area behind the scenes
scenery it is necessary that when designing and where cast members move freely and
the scenery, the only vibrations that the prepare to enter the stage.
guests hear should be positive. Keeping the scenery clean and
Smells are used to create magical protecting it from damage to prevent
memories, as scents are stored in long-term deterioration by use requires maintenance.
memory. Maintenance represents a significant expense
Whether from the hand, feet, or in any organization and should be incorporated
face, people receive a lot of information into the scenario whenever possible, as it
through touch. Tact is taken into sustains and improves the guest experience and
consideration on sidewalks, attractions, provides quality service.
hotels, throughout the property.
The flavors accompany the
scenery, so the importance of satisfying the
greatest number of people with a wide
variety of tasting experiences.
Since anything that does not
sustain and improve the service
experience will harm the company, and
the presence of customers serves as a
distraction for employees, another
important factor related to the scenario is
