Disneyland is preparing for their eventual reopening by surveying their largest group of visitors, annual passholders. Among the things Disney wants to know is which Southern California attractions you are planning to visit, which you hold annual passes for, and if new health and safety measures might make you give up your pass. Let’s take a look at the questions and some of the info we can glean from it.
Disneyland Resort Reopening Survey
Disney can learn a lot from sending surveys to its guests and potential guests . . . and so can we! The following survey has been sent to some Disneyland passholders over the last few days. We’ll walk you through it below, and we’ve recreated some as polls you can actually take right here on MiceChat. We invite you to read along and select your answers as well.
Passholder Demographic Questions
Disney starts their survey by asking if you are a current annual passholder and what level of pass you have. We’ve combined those questions below and encourage you to answer:
Of course, Disneyland wants to know more about you, including how much money you make (they give options from less than $40,000 per year to more than $540,000 per year) and whether you have children or grandchildren (and their ages). That’s going a bit too far for this article, so we won’t ask you to vote on that one.
Questions About Your Travel Plans
Then Disneyland transitions to how likely you are to visit various local attractions. They want to know which Southern California parks you’ll visit and when you’ll visit each. Disney has dedicated two questions to each park, including questions about which of those parks you own an annual pass for. We’ll simplify here for our purposes with a single question:
Passholder Program Questions
Many of the survey questions are about the Disneyland passholder program, how satisfied you are with it, and if you will continue.
Many of our readers place Disneyland Resort overcrowding issues on the annual pass monthly payment plan. We find it interesting that Disney is asking whether you are on the payment plan since they should already have that info.
Disneyland Resort Questions
Disney is interested in knowing more about what you think about the Disneyland Resort and your connection to the brand.
They specifically ask how strongly you agree with each of these questions about Disneyland Resort (from Strongly Agree to Strongly Disagree):
- It builds lifelong special memories
- It offers a variety of experiences
- It offers a variety of experiences
- It is worth the price to go
- It is relaxing
- It offers an escape from the everyday
- Is a brand I trust to do what is right
- Creates moments of joy for people
- It offers thrilling experiences
- Is for someone like me
- Cares about people
- Understands the kinds of things I want
- Makes me feel comfortable, as if I’m with friends
- It allows me to bond with family and/or friends
- It is affordable for my household
- The health and safety of the Annual Passholders is prioritized at the Disneyland Resort
- Being an Annual Passholder makes me feel like I am part of Disney
Strangely, Disney wants to know if you think Disneyland is currently open (which it isn’t) and also if you are aware if Downtown Disney is open (which it is).
Questions About New Disneyland Procedures
An interesting part of the survey mentions Disneyland’s new reopening procedures and what you think about them.
The first thing they want to know is if you are aware of each of the following:
- Parades that draw many people together are temporarily paused
- Nighttime fireworks/projection shows that draw many people together are temporarily paused
- Character meet and greets are temporarily unavailable; Characters will be in the parks in new ways to entertain and delight guests
- Encouraging use of cashless transactions using mobile order service and pay in an app for food from quick-service restaurants
- Requires reservations of all guests, including Annual Passholders, in advance of arrival in order to manage attendance
- Enhanced cleaning throughout the park
- Employees health and temperature screened daily
- Increased number of hand-washing and hand-sanitizing sanitations [sic]
- Physical distancing measures
- Limits number of people allowed in the parks
- Guests’ temperature screened prior to theme park entry
- Employees required to wear masks/cloth face coverings
- Guests required to wear masks/cloth face coverings at all times (unless dining)
- Physical distancing measures
- Limits number of people allowed in the parks
- I was not aware that any of these would be in place
In addition, Disney wants to know if given all of the above, you would keep or cancel your annual pass.
Disney repeats the new procedures listed above and asks about your positive or negative reaction to each. Guests must choose “Positively impacts my intent to continue,” “No impact on my intent to continue,” or “Negatively impacts my intent to continue.”
Essentially, Disney wants to know if the lack of parades, fireworks, shows, and character meet and greets might make you cancel your annual pass.
It’s most likely that annual passholders have concerns about the park reservations.
One concern once the parks reopen is how to manage huge passholder demand for the parks given the very limited capacity available. Therefore, Disney wants to know how often you plan to visit:
Operationally, things will be different. Disney is curious how cooperative you will be.
It’s quite likely that the declining financial, health, and social situation for many Americans will impact the resort for months or years to come. Disney wants to gauge your biggest concerns in the coming months. Disney asks each of these as its own question on a scale of “Extremely concerned” to “Not at all concerned.”
- I will have been diagnosed with COVID-19
- I will be able to pay my bills
- A close friend or family member will have been diagnosed with COVID-19
- I will have a job
- I will be able to provide for myself and my family
We’ll simplify for our purposes and ask something similar:
Questions About Your Loyalty to the Disney Brand
Disney has come to count on Passholders helping promote and financially support the Disneyland Resort. They ask how strongly you agree with each of the following statements:
- Others regularly come to me for recommendations when visiting the Disneyland Resort
- I want to be among the first to experience new things at the Disneyland Resort
- I enjoy sharing my experiences at the Disneyland Resort on social media
- I consider myself a big fan of the Disneyland Resort
- I enjoy the dining experiences/food & drink offerings at the Disneyland Resort
- I am a collector of Disney Merchandise
- I am willing to pay for access to special events at the Disneyland Resort
Sometimes Disney includes variations of questions they asked earlier in their polls. But we found it interesting that they wrapped up this long survey with a question about your loyalty to the brand. Disney asks this question (or a version of it) frequently in polls and it gives them an idea about the shift in their customers over time and how exposed they are to competitors:
Let’s Hear From You
What is your takeaway from this reopening survey? Do you think Disneyland is worried they’ll see much more consumer demand than they will have available? Do you think that makes guests more likely to visit other attractions instead if they can’t get into Disneyland? What % of passholders do you think will take Disneyland up on the option to cancel their pass with refund? Will guests comply with new safety procedures?
Let us know your thoughts below!