It is something that you recognize instantly when you feel it — just like love, brain freezes, or nausea at Adam Sandler movies.
When you feel the magic, you know it. Maybe joy or happiness or serenity washes over you — you get chills or goose bumps, a sense that all is right with the world. You feel comfortable enough to act like a kid again. Although each person might feel something different, the end result ultimately remains the same. It's as if every person gets his or her own puzzle pieces, but when combined they all create the same image.
That's magic.
I believe this is the single most important force driving theme park attendance. Disney has enjoyed unrivaled success in its parks because Walt and his successors realized this truism a long time ago. And the reason that Universal finally has been able to rally and become a viable challenger to Disney is because it now understands the importance of the magic. But can Universal create magic of its own?
The Magic of Disney
The word "magic" has become synonymous with the Disney brand, and that's certainly not a coincidence. They market it, advertise it, and sell it. Look at some of their slogans over the years:
However, just because they're advertising it doesn't make it inauthentic. It's there, obviously, and Disney knows it. They're just reminding you.
As I said, everyone's particular experience is different, and listing everything would make this article longer than the time it's taking to build the Pandora — The World of Avatar at Disney's Animal Kingdom (for the record, announced in 2011) but just to give you an example, here's one of mine.
We are lucky to live close enough that Disney World is a four-hour drive or so, depending on the season. At the wrong time of year, a very leisurely jaunt can quickly become a live-action replay of a convoy pursuit scene from a Mad Max movie… Except replace the masked warrior lunatics with Canadians and other assorted snowbirds doing the evil bidding of their disembodied GPS leaders, often from the left lane at roughly half speed limit.
But more often than not, it is during this drive that we start to relax. I can feel the stress melting away - work and school and responsibility fading – as the drive continues, excitement building, as we get closer and closer to our destination.
The mere anticipation of feeling the magic grows overwhelming until joy erupts when we see the entrance and the "Welcome to Walt Disney World" signs. One sign in particular really stands out.
No, not the Animal Kingdom one that says "Nahtazu." (Dear Animal Kingdom, You are a zoo. You have more animals than cast members.)
It's the Magic Kingdom.
Therein lies Disney's advantage. I mean, that's hard to beat. It's got Magic right there in the name! Granted, all four Walt Disney World parks have something to offer that is exciting and fun and amazing, but the Magic Kingdom stands turrets and towers above its sister parks in the magic department. Is there anything more amazing or magical than walking down Main Street USA and seeing Cinderella's Castle looming grandiosely at the end? Okay, I'll give you childbirth, marriage (the first time), assorted things I can't mention in a family-oriented website... plus, the day you sell your boat.
For you Californians, I'm sure it's a very similar feeling when you enter Disneyland, except for the part where you have to whip out your binoculars and magnifying glasses to try and see your castle. Ours is bigger. You're jelly. Just sayin'.
If you've ever been to the Magic Kingdom even once, I will bet you can close your eyes right now and picture that view down Main Street to the Castle. You can probably even picture it decked out in Christmas décor, and maybe even in its fall/Halloween attire.
Whether you were a child or a grown-up, you will remember the first time you took in that world-famous, photographed-a-million-times view. It's probably a feeling that only you can put in your own words, but it's a common experience. One that stays with you your whole life.
The Circle of Life
Did you remember "Remember the Magic?" I told you this was an important one. Especially for people who first visit the Magic Kingdom as children, there is a history and nostalgia that weaves itself into the fabric of your life. This is particularly true if one of your favorite family traditions was taking trips to the Walt Disney World Resort.
Nostalgia is a powerful thing, and it motivates repeat business to relive those fond experiences and happy memories. Now in a past article I've mentioned that I believe Disney loses its audience somewhat (both boys and girls) after 10 years old, but the circle of life is always revolving and many of those kids do come back.
As you enter your late teens, there is a return to theme parks (kind of like Return to Oz, but more fun and less creepy), with more emphasis on either bringing your friends along or finally achieving the rite of passage that is going to Disney without your parents (e.g. Grad Nite, ahh how we miss you even if the cast members don't.) I remember in my late teens driving up with a good friend of mine for the day and driving back at night.
Then we progress to the ultimate date... taking a boyfriend or girlfriend to Disney World. Maybe they know less about Disney than you since their nickname in seventh-grade wasn't "Walt" (I mean, theoretically, someone other than me personally).
So it's exciting to show them "your place," which is obviously much more impressive than your real actual living place which does not have a castle, Country Bears, any sort of mountain other than one composed of dirty clothes, or mice that wear clothes.
As a young adult, you can experience not only the magic but other facets of Disney - the Food and Wine Festival, the Flower and Garden Festival, thrill rides, a huge variety of dining options....
Next up? Parenthood! And what new parent can wait to bring their child to Disney World so they can enjoy all that wonder, such as sleeping in a stroller while the Electrical Parade goes by, crying loudly on the monorail, loudly announcing they have to pee when you are one family away from meeting Elsa and Anna, and running away from the giant two-legged dog in the green hat with the two big teeth?
Seriously though, there is nothing more amazing than seeing Disney all over again through your children's eyes. All the magic that you thought got sucked out of the wishing well of your life due to spending years in the adult wonderland of cynicism, career advancement, and the evening news suddenly gets refilled to the brim.
Watching them hug their favorite character, get an autograph from a princess whose movie they've watched no fewer than 31 times, finally become tall enough to ride a "Big Kid" ride the first time, or discover a favorite treat in the park... it is a true pleasure to behold their joy. Savor those moments like your favorite adult beverage because regretfully they will not always be there.
Generations experience this magic as they progress through the stages of life, and it's always wonderful to see three or four generations strolling the Magic Kingdom together, just hopefully not in line ahead of you in Pirates of the Caribbean.
For years, Disney has enjoyed a monopoly on the magic. Until a certain boy wizard came to Orlando.
But is Magic Universal?
Before we continue in the present, let's dive into the Pensieve and take a gander at the past, shall we?
When Universal Studios Florida debuted, not only was it utterly bereft of the magic, but its shtick was to go one step further and actually expose the magic. Instead of attempting to match Disney by creating magic of its own, Universal was the studio park that lifted the curtain and showed its audience how the magician accomplished his tricks.
They demonstrated how the movies were made, exposed the illusions, and poked fun at the idea that magic was anything other than a craft, all with a decidedly sarcastic and snarky tone. (To quote Robert: "They were the Penn and Teller of the movie business before Penn and Teller.")
However, as all studios began pulling back the curtain on production secrets through things such as DVD extras, cable TV shows, and the Internet, things began to change dramatically. People started making their own films with digital cameras and even cell phones, so there wasn't as much appeal in learning the secrets that by now just about everyone knew.
So what did Universal do? They made a course adjustment and started trying to make the same theme park magic that Disney always had. That's the reason we are now getting these entirely immersive lands for Harry Potter and The Simpsons' Springfield. Even their stand-alone attractions have shifted, and we are getting play-it-straight rides from Fast & Furious to Skull Island: Reign of Kong — not the "tear back the studio wall" versions we would have gotten (and in the case of Kong did get) decades ago.
Ironically, even Disney aped (pun intended) this approach a bit here and there in the original Disney-MGM Studios. Let me give you an example that has now come around 180 degrees from where it started — Star Tours. For those who remember the original attraction, it was presented with a knowing wink and built as if on a soundstage, which in my opinion severely detracted from the immersion factor of the ride and the Star Wars experience within.
Well, to quote everyone's favorite husky-voiced man in black (hint: not Johnny Cash), the circle is now complete. Not only has Disney removed all traces of the backstage/soundstage environment from the attraction, but now is expanding Star Wars into a massive, immersive land of its own. And from what I've seen of the artist renderings of the forthcoming land devoted to that galaxy far, far away, Star Wars fans will get to experience their own specific magic.
Now as wonderful as this specific magic is, it is not quite the same as the general magic that nearly everyone who visits the Magic Kingdom experiences. Star Wars Land will truly only affect those who are fans of Star Wars; an Achilles Heel that is shared by Universal's boy who lived (and who also saved a theme park), Harry Potter.
I would say that Universal, while a fun place to visit with great rides and attractions, never was able to offer any of the magic to its guests until the Wizarding World of Harry Potter debuted. But once again this is a specific sort of magic. I know it may be hard to believe, but for those people out there who don't know a hippogriff from a hippopotamus, there's just not the same appeal as the more general (or dare I say it, "universal") Disney magic.
Don't get me wrong... as a Potterhead I had tears in my eyes and goosebumps the first time I walked under the iron gates of Hogsmeade, saw the spires of Hogwarts Castle rising into a clear blue sky, and heard the Hogwarts Express steaming, all while taking sip after divine sip of Butterbeer.
And I have no doubt that I will be similarly affected as I take my first steps into Star Wars Land as John Williams' unmistakable score blares triumphantly in the background. As an adult (although my wife may argue that I act more like a kid most of the time) I can appreciate this more specific magic.
However for the target theme park audience of young children, though, there is simply no comparison… The magic means one thing and one thing only: Disney. And, boy, does Disney deliver.
Just stroll down Main Street toward the castle, holding your child's hand, and take a look at their face.
That is the magic.
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And I agree, for the most part. As jaded as I've become about Disney as I've gotten older, I will always feel a special thrill whenever I stand on Main Street. Or in the Haunted Mansion.... or POTC....or even, God help me, It's a Small World :-).
And you're right that the most magical place at Universal is definitely designed for fan-boys and girls. But the Wizarding World is done so well that I think even non-fans have to appreciate the good job it does of bringing you out of the real world for a bit.
I will say, though, that I've always felt a bit of the magic thrill going through the Port of Entry at IOA. Maybe it's just me, but I think Universal did a great job making you feel as if you're really starting out on a grand adventure :-).
They are finally trying something different in Shanghai with mickey avenue.
Best magic is at the original Disneyland walking through the tunnel onto the Main St. simulacrum seeing Walt's apartment above the fire station with the candle in the window. And then the Magic Shop with magicians performing tricks and the Main St. Cinema that actually shows classic Mickey Mouse film shorts. Main St. is sublime.
$45 gets you access to an entire theme park, just like Disney's park-hopper option does. They just don't give you a themed way of transporting from one park to the other. They stick you on a city bus.
I suppose transporting you from a theme park to a sweaty, stinky, rush hour urban commute is magical.
I'll stick with the Hogwarts Express myself.
They have to show up to work everyday, deal with insanely large crowds every day, all with a smile on their faces. They are the ones who interact on a more personal level with guests and help make their vacations memorable. I make it a thing every time I visit a large theme/amusement park to write down the names of cast members who left a good impression on me, or went the extra mile for me.
Once at The Haunted Mansion in DLR, during the Halloween season (my first visit) I talked to a "greeter" cast member for almost an entire hour, and she was more than willing to have the conversation. That was one of my favorite moments of the evening - having a 1-on-1 with a cast member talking about my favorite attraction. I make sure to go to guest relation in each [park and give these cast members a compliment (disney and universal usually extends the thanks to their leaders/cast member).
I do think the magic is more prevalent in the DL or MK parks. Because thats where it all started! But i have just as much of a magical time in the parks, with the cast, characters, rides, and shows in all of the other Disney parks.
And I also agree with Melanie about the entrance to IoA, it really gives me goosebumps as well to walk through.
I think anticipation is where Disney has been failing lately. Instead of looking forward to going to Disneyland, I have to cross my fingers the Mickey and Friends parking garage is still open. And then hope there is a tram waiting when I get there. Hope bag check is properly staffed. Then 20 minutes at a turnstile waiting to get into the park. And fingers crossed again it isn't parade time +/- an hour so I can enjoy Main Street instead of being trampled. By the time I get to the hub, my "magic" has already been spent on trying to navigate Disney operations.
And Cedar Point doesn't upcharge you to ride their train either.
That reasoning looks like confirmation bias to me. You seem to conveniently ignore the fact that you can transit Magic Kingdom <-> Epcot and Epcot <-> Disney's Hollywood Studios without stepping onto a bus.
I've always thought that the best way for first-time guests to arrive at Epcot is via the monorail. That sweep through Future World with the glimpse of the World Showcase is pretty magical.
You may prefer the HD monitors and virtual reality at Universal. That's fine. But, the claim that Disney only uses buses is patently false.
I think Paul (the author) is having the same melancholic ponderings I've been having lately. What is the magic, does my child still have it, and how much longer will it last? As the article said, I'm trying to savor every last bit of it like a sip of my favorite adult beverage.
It's a sad feeling knowing the "magic" might end soon. We just returned from 10 days onsite at Universal. Just when I had declared I didn't want more children, this vacation made me think it's time to do it over again (I'm 31 male).
I tell myself that it's life and other things will replace the joy and magic. Nonetheless, that's a tough pill to swallow - who wants to wait 20+ years and have have to deal with teenage attitudes in the process.
Thanks for another great article Paul! I hope you write more articles on this topic... it's not something I've seen talked about, but it's exactly what we spend our hard-earned money and time to experience.
1. Disneyland
2. Disney sea
3. Epcot
4. Disneyland Paris
5. Universal Orlando (both parks due to the connected HP lands)
I can recall riding Spider-Man in the early 90s and being totally blown away with an attraction that can put you right into NYC with Spidey. That along with rides like Back to the Future, Kongfrontation, and now especially Harry Potter make me believe that Universal has WAY more magic than Disney in the way that they're creating experiences for their guests. The fact that I don't have to see a clever marketing campaign or commercial, but am still overwhelmed with Universal attractions, shows me that Universal has "magic" without having to tell your guests about it to get them to believe it.
I'll see your Castle comparision and raise you 90 min from door to parking lot. With a side bet of POTC.
No jelly here. Except maybe on the beignets.
Seriously, I enjoyed your article. I would maybe debate that Knott's also has some o dat magic.
The only other rival that comes close to Disneyland is Disneyseas Mediterranean harbor imo.
Just spent time at the universal parks for the first time, and I can't say enough about how amazing the Harry Potter lands are. Being able to ride the Hogwarts Express, watching a wand select the wizard, etc. will forever be a treasured memory. So maybe next time I return, I will feel a little of that magic. But, I always feel that at Disney, in every nook and cranny of the parks (and, I'm just saying, Disneyland is the best and always will be). Everything about Disney, from the first time you see the castle before a movie to walking out of main street at the end of the day, is MAGIC!
For me, Universal has had their version of "magic" ever since it opened. If you were comparing it, and expecting, Disney branded "magic" then you're not going to find it there. I like both parks the same, however I feel more of this "coming home to relax" at Universal than at Disney. I think the less crowds and less stroller hell has a play in it, also with less people stressed about missing their FP or lunch/dinner reservations. Universal allows for a more lax environment.
Universal has jumped in attendance from about 6 million per park to 8 million because of the HP land, but Disney is still king.
Regarding Disneyland, it is crowded, which takes away from some of the magic. Go early, because if the main parking garage is not open, they send everyone behind DCA, across a street, to a Garden shopping mall garage. Then you have to walk up a flight of stairs to a bus. If you don't know how this works, it can be confusing and you'll spend an extra 20 minutes parking.
For what its worth, Walt Disney himself was all about marketing the magic on TV, in the movies, and in the parks. He made it part of his mantra. He was probably one of the best marketing geniuses of the 20th century.
It is an interesting thing that Disney really does not do well with kids between 12-18, but gets most of them back when they can appreciate and like the quality and history behind the parks.
Heck, I find EPCOT amazing because everything there (outside of Frozen..maybe) really does have an educational bent, but present it in a fun and entertaining way. I know we all love the booze of World Showcase (who doesn't?), but you are learning about the beer or wine of that country and its customs for partying! While it is not a perfect alternate to the real thing, I think it gives adults and kids an opportunity to "visit" another country when they can't afford the real thing. I think it opens up the world and understanding
It really is a Small World After All (dammit!)
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