he Disneyland Resort is pulling out lots of goodies—about $1 billion worth—from Mickey’s sorcerer hat to attract meetings business.
"What sets the Disneyland Resort apart as a meeting destination is that it’s an inspiring, iconic place," says Paul Garcia, public relations manager for Disney Destinations. "We want groups to be inspired."
The Idea Place is the resort’s moniker for the atmosphere of Disneyland combined with the resort’s meetings landscape, which includes about 180,000 square feet of space and more than 2,200 rooms and suites in three hotels. During this recession, it makes sense for Disneyland to parlay its famous attractions and legendary brand to attract groups. But groups are looking for more than entertainment these days. Disney’s ace in the hat: The Disney Institute, Disney’s professional development company.
The Disney Institute isn’t new; it began in 1986. It’s not surprising that the program is getting a new emphasis. The institution allows groups to get a firsthand view of the day-to-day operations of the Disneyland Resort, to experience "the business behind the magic." The institute offers accredited programming through joint sponsorships with four educational organizations, such as the Human Resource Certification Institute. Customizable programs may focus on leadership excellence, brand loyalty, quality service and other topics.
What about that one billion dollars? The Disneyland Resort is in the midst of a massive expansion. The first wave of changes to be completed will be the 2.5-acre expansion of 200 new rooms and 50 vacation villas at Disney’s Grand Californian Hotel. Additions include a new rooftop location for fireworks viewing, a new swimming pool and underground parking, which are scheduled for completion this November.
"This will allow us to host larger conventions and meetings," says Robert Donahue, director of resort sales and services for the resort. "It is an ambitious move, but it will create more options for groups."
A new 25-minute water effects show, Disney’s World of Color, will debut at the resort’s California Adventure theme park in 2010. The spectacle includes high-definition images projected onto 40-foot-tall curtains of water, pyrotechnic effects and 1,200 fountains. The action stretches longer than a football field. Private viewing locations and show buyouts will be available. Private groups of up to 9,000 people will be accommodated. California Adventure will include four other new attractions that are expected to come online by 2012.
Guest rooms at the Disneyland Hotel are getting a major overhaul as well, and much of the new enhancements are eco-friendly. The hotel’s new floor-to-ceiling windows, featuring double-pane glass, will reduce the hotel’s energy footprint. More changes include energy-efficient lighting and room-occupancy sensors. Some of the rooms are expected to debut in early 2010. All 969 revamped rooms will be completed by 2012. The hotel includes the most event space of the resort’s three hotels, thanks to its 136,000-square-foot convention center.
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Disney Institute
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