Hidden beneath the Cinderella Castle in Walt Disney World is the Disney Operational Command Center, a technological wonder that manages the flow of over 30 million visitors each year. The megaresort takes crowd control to an art form, especially during peak times. However, with the rise of video games and smartphones, park visitors now have shorter attention spans and a growing impatience.
To keep up with these emerging virtual competitors, Disney must update its information systems. These systems enhance operations at Disney in two key ways. Firstly, they streamline and automate previously manual tasks, improving efficiency. The command center utilizes video cameras, computer programs, digital park maps, and other advanced tools to promptly detect potential congestion and promptly notify operators in real time with color-coded outlines: green, yellow, and red.
If the route of Pirates of the Caribbean, the famous ride that inspired four blockbuster movies, changes from green to yellow, the center can alert the on-duty managers to deploy additional boats. Furthermore, information technology allows for completely new processes that have the potential to revolutionize the business by altering the flow of information, replacing sequential steps with parallel ones, and eliminating delays in decision-making.
When the line becomes extremely crowded, the command center can send characters such as Captain Jack Sparrow or Goofy to entertain the customers as they wait. To disperse the crowd, the command center can deploy a mini parade called “Move it! Shake it! Celebrate It!” in less crowded areas to divert people away from the congested area. To make the most of the situation, other technicians in the command center send extra staff to nearby restaurants to open more cash registers and greeters to hand out menus to people waiting in line.
Given that Disney is unable to expand the park and its capacity is limited, the company’s main option for increasing revenue is to enhance the overall customer experience. Historically, due to lengthy queues and large crowds, the average visitor to the Magic Kingdom has only been able to enjoy nine out of the more than forty available rides.
After implementing a fully functional command center, the information system successfully increased the average to 10 (Barnes). Disney offers various applications for handheld devices, such as Mobile Magic, a $1.99 app. This app enables visitors to track Disney mascots onsite and provides directions to their current location for autograph signings. Additionally, it provides information on the nearest restaurant with the shortest wait time.
If I am a business or MIS manager at Disney World, I will utilize an application for video, digital, or mobile devices. This application would assist Disney visitors in uploading personal pictures and sharing them with one another to foster a mini community during their enchanting vacations.
