We admit it: this question might not require tons of data and a few highly educated youth experts to answer!
But we’re speaking at Kid Power next week at the Grand Floridian in Disney World, and we have amusement park on our minds! (By the way, there’s still time to register!) Our pending trip to the most magical kingdom got us thinking: what can other brands and organizations learn from the way children of all ages long for a visit to these super-playgrounds?
- The experience begins before it begins...For parents, anticipating a family vacation often includes some anxiety. But for kids, tweens and even the most amusement park-experienced teens, wondering what it will be like (this time, if it’s not their first visit) is part of the excitement, and also part of the tale they’ll eventually tell about their “trip.” Disney’s site lets the traveler prepare and plan, but it also allows youth to rehearse their memories before they happen. This previewing doesn’t only put them in the appropriate mindset for their vacation (looking for the good, not worrying about the worst), but it also immerses them even further in the fantasy before they fly on Peter Pan’s magic boat, or take off on Space Mountain. And social media allows youth and families alike to not only find out about the vacation they’re about to take, but also to share in the excitement with others.
- Technology takes a backseat, it doesn’t drive. When the guys at Pixar, who undeniably make the most of technology, talk about their tools, they describe a desire to make it disappear. Don’t panic – they don’t mean to suggest that they’d like to abandon all of the techniques that make their characters look real. Instead, they suggest that technology is done well when you can’t see it – when it does such a great job of helping tell your story that it’s no longer part of the story. If you thought about innovative animation when you think Toy Story, they may not have succeeded in doing their job. Instead, you think about Woody and his loyalty to Andy and his triumphant friendship with Buzz. It’s the same thing at amusement parks – wondering how that ride works might be exciting to the budding engineer, but losing one’s self in the fantasy is much more intriguing. It’s the same with most experiences – technology shouldn’t be the story, but the means of letting the story shine.
- Outside voices are allowed! For today’s children and even teens, there are few places where they can truly run free. Not that we’re advocating unleashing your little ones in an amusement park, but this is one turf on which it’s safe to say that they’re in charge. For parents, a place where children can get a little loud at the dinner table (or snack bar) and where strollers are permitted (even if, as at Disney, you need to valet park your stroller in the lot before you ride), can be just as compelling as the adult-only entertainment options that used to make for a great vacation. Okay, maybe that’s too much. But youth love a place that let’s them feel unencumbered, and sometimes the fenced in, turnstile governed spaces that are amusement parks are, ironically, what allows them to let loose! For brands and particularly organizations, do the experiences you craft for youth and families give them a taste of freedom, or just another set of rules and restrictions?
- The details matter. When we think about decisions for our businesses, brands and organizations, we often think about the big picture. In amusement park speak, this might translate to: good rides, available food, convenient parking. But this is hardly what makes an amusement park propel towards mythical status in the minds of youth. It’s the “specialness” and the thoughtfulness that they encounter at every step of a well-imagineered environment. It’s food that fulfills their most fantastic desires. It’s encountering a character walking down Main Street (fulfilling another fantasy: there’s a place where these guys live, and where I might be able to live someday too!). But it’s also the special touches that make an amusement park feel like it exists within its own dimension. For youth, in particular, knowing the nuances often signals that you care enough to cater to them.
- The better the fantasy, the more frustrating the fault. Not all lessons from amusement parks are positive ones…A long drive to a park, followed by a bathroom that, well, departs from the fantasy, to a line that requires a ticket, a timeframe for returning and a torturous walk along a path of elevated winding red ropes. With a few kids in tow. In some ways, these inconveniences feel more dramatic and more devastating because of the very fact that they disrupt our fantasies. But this lesson is one that many brands and organizations can learn from – the better your marketing, the more unsatisfying seemingly reasonable shortcomings seem.
- The whole family can join in. Finally, we see, over and over again, that this cohort craves time with mom and dad, and occasionally, with their brothers and sisters. They are sentimental about family time in the way that we might associate more with grandmom and grandpop than the youngest members of their tribe. And for all their fantastic elements, the things that might make amusement parks perfect for kids and tweens in particular is the chance to test a roller-coaster with mom or dad by their side, or the luxury of an uninterrupted day of laughing and playing with the people they care about most.