Bob Iger Will Try to Exceed “Highest Expectations” of Biggest Disney Fans in 2023
Since the firing of Chapek and returning to the top spot, Disney CEO Bob Iger has already had a lot to say. He’s addressed common complaints of Cast Members and diehard Walt Disney World and Disneyland guests, both directly and indirectly. This post covers the latest–a letter he’s sent to the company’s “biggest fans.”
We aren’t going to recap everything that has transpired in the last month since Disney’s Bob Swap replaced Chapek with Iger; suffice to say, it’s been quite the saga. If you haven’t already read Disney’s Battle of the Bobs: Why Chapek Was Fired, How Iger Returned & What’s Next, that’s a good primer. There’s also the report that Bob Iger was “alarmed” by Walt Disney World price increases and fought with Chapek over layoff plans. Those articles cover some of what Iger has had to say indirectly, via leaks by his regime to the media.
When it comes to direct comments, Bob Iger held a Cast Member Town Hall upon returning to field questions and concerns from employees. During that, Iger was asked about the future of the Disney Park Pass reservation system and indicated that he had heard things that were “not positive.” He was also asked about Disney merging with or selling/buying businesses, indicating that there were no plans to buy or sell any of the company’s “great assets” but that nothing is forever.
Iger was also asked about the Reedy Creek dissolution, and indicated that he was “sorry to see us dragged into that battle” and that “Florida has been important to us for a long time, and we have been very important to the state of Florida. That is something I’m extremely mindful of and will articulate if I get the chance.” That just scratches the surface on the topics covered during the Town Hall.
In general, Iger tried to assuage concerned Cast Members that the company was heading back in the right direction. Now, he’s doing the same with an email sent directly to fans. (As with all email communications from Disney, receiving this is very hit-or-miss. This time, I got one but Sarah did not.)
In case you didn’t receive it, here’s the full text of Bob Iger’s email to fans:
As we approach the end of 2022, I wanted to take a moment to express my gratitude to the biggest Disney fans in the world – all of you.
Disney is fortunate to have the most devoted and enthusiastic fans, and I was reminded of this a few weeks ago when I visited Disneyland Resort and attended the Candlelight Processional. It was invigorating to be surrounded by so many guests who make what we do possible. We love your passion for our company and your enthusiasm for what we create, and we will continue to do our best to exceed your highest expectations.
As you know, next year Disney will mark its 100th anniversary. We are immeasurably grateful to the generations of fans all around the globe who have invited our stories and characters into their lives, and we look forward to celebrating the groundbreaking moments, the cherished memories, and the creative visionaries that made Disney the most beloved name in entertainment over the past century.
During the coming year, D23 will launch a slate of exciting events to mark this historic milestone. More information can be found here.
Looking at all the opportunities ahead, I can honestly say there has never been a better time to be a Disney fan. It is an extraordinary privilege to lead this remarkable company again, and I am so grateful for your continued passion for Disney. On behalf of all of us at The Walt Disney Company, I wish you a wonderful holiday season and a very happy and prosperous New Year.
In terms of commentary, there are basically two ways to view this. The first is to see through it as a hollow corporate end-of-year newsletter, one that talks a good game but is meaningless without action to support it. That’s no doubt how more cynical Walt Disney World and Disneyland fans will perceive Iger’s email, and it’s difficult to argue against that perspective.
After all, it’s been a rough few years for fans. If Iger thinks now (present tense) it has “never been a better time to be a Disney fan” and simply continues on the path that Chapek had charted, the company most definitely will not exceed the “highest expectations” of Disney’s biggest fans. If this is your outlook, your ‘cautious skepticism’ is likely well-founded.
The second is to view this as a step in the right direction, even if only incremental. Another signal that Bob Iger believes in the ‘magic’ of Disney and understands what fans need and crave from its leader. It’s a sharp contrast to Bob Chapek, who did not “get” Disney–or at least could not demonstrate in his public communications that he got it.
Messaging matters. This much is clear from all of the reader complaints we’ve received–loyal Annual Passholders who were hurt by being called “unfavorable” or those who didn’t appreciate the “waistlines” wisecrack or the constant use of “consumer” as opposed to guest. Or any number of combative comments Chapek and his camp made towards fans. (We’ve pointed to it before, but Chapek’s defensive comments during that WSJ tech panel really reiterated to us that he harbored hostility towards Disney fans.)
If you took offense or felt that those past comments demonstrated that Disney’s leadership took fans for granted (at best) or downright disliked them (at worst), that’s perfectly understandable. At its core, Disney is a company founded on emotional connections, nostalgia, and storytelling. Chapek did a spectacularly bad job at all of that.
In which case, this letter should come as a breath of fresh air. It’s a simple thing, sure, but it’s one that didn’t happen last year or the year before, etc. It suggests to me that Bob Iger realizes fan goodwill is frayed and that he needs to undo the damage done by the Chapek regime. We’ve mentioned repeatedly in the last ~10 months that guest satisfaction dropped precipitously late last year; Iger is undoubtedly aware of that. (It is definitely an area of concern for leaders on-the-ground in Florida.)
What Iger will do to repair tensions between the company and its biggest fans is unclear. As we pointed out in our List of Positive Changes CEO Bob Iger Could Make to “Fix” Walt Disney World, there’s some low-hanging fruit. However, there are also some changes that Iger will be hard-pressed to make given how the company’s streaming services are hemorrhaging money.
The Cast Member Town Hall was a good start for making employees feel that they’re voices and heard. He has also been highly visible in the last few weeks, making appearances at the Disney Ultimate Toy Drive benefiting Toys for Tots and more. Iger can improve Cast Member morale (something we have been told–repeatedly–is already happening), which will in turn have spillover effects for guests (happier Cast Members equals happier guests).
At this point, Iger’s best move is also making fans feel like their complaints are being heard and taken seriously–while striking a contrast to Chapek. Between this letter and Bob Iger’s appearance with Josh D’Amaro at Candlelight Processional, I’d say it’s a good start. Speaking of which, if you haven’t seen videos of Iger from Candlelight Processional, you should check them out.
While it’s easy for good PR people to fake a sincere letter, that ear-to-ear grin and glow as Iger chatted with fans is real. That was the look of a man who was happy to be back “home.” I get the cynicism and think skepticism is perfectly healthy (perhaps the best defense mechanism!), but I am cautiously optimistic.
I know Iger can’t wave a magic wand and undo a lot of the damage–much of which he likely supports–but he can make meaningful positive changes, and that starts with understanding and appreciating why the company’s “biggest fans” are diehard devotees of Disney.
What’s not reasonable is claiming to be upset about Chapek’s past comments and tones and also cynical about this letter. Either messaging matters, or it doesn’t. You can’t simply choose the ‘complaint path’ regardless of the circumstances.
Well, that’s not true. This is the internet, so perpetual outrage and inconsistency are par for the course. But you can’t choose to always be upset and still expect to be taken seriously. Always being angry is the easiest way to have your opinion disregarded entirely, and is precisely how companies end up writing off rabid fans as complaining even if a churro cart is moved 10 feet.
Ultimately, we’ll start to see pretty soon whether Bob Iger is all talk, or if he’ll walk the walk. Already, 2023 is shaping up to be a pivotal year for the Walt Disney Company. The 100th Anniversary is next year, and the festivities start on January 27, 2023 at Disneyland.
After the disappointment of Walt Disney World’s 50th Anniversary, this is an opportunity for a mulligan, of sorts. World of Color – One and Wondrous Journeys fireworks will usher in the Disney100 celebration at Disneyland, we still don’t know what’ll replace Harmonious at EPCOT or how Happily Ever After will evolve at Magic Kingdom.
Beyond that, a lot is on the horizon in the parks. The opening Mickey & Minnie’s Runaway Railway plus the reimagined Toontown at Disneyland, TRON Lightcycle Run in Magic Kingdom, and Moana’s Journey of Water at EPCOT. Speaking of which, the transformation of that park is supposed to conclude next year, despite a lot being cut from the original plans.
Without much on the horizon for beyond next year, the Disney100 celebration would be the perfect time to unveil a new “Disney Decade” with expansion plans for Animal Kingdom (confirming the Dino-Rama replacement seems like a given), Magic Kingdom, and phase 2 of the EPCOT overhaul.
Much of that might be wishful thinking, as Bob Iger and the Walt Disney Company face numerous headwinds in 2023. The stock price has been on the decline as Wall Street reevaluates streaming service expectations and valuations, the company is saddled with tremendous debt due to the 21st Century Fox acquisition, succession planning needs to be a top priority, and the Reedy Creek saga is still not fully resolved (although it seems close).
It’s going to be a challenging year for Bob Iger and co., but hopefully he can navigate all of those issues while also delivering in ways that demonstrate why “there has never been a better time to be a Disney fan!”
Planning a Walt Disney World trip? Learn about hotels on our Walt Disney World Hotels Reviews page. For where to eat, read our Walt Disney World Restaurant Reviews. To save money on tickets or determine which type to buy, read our Tips for Saving Money on Walt Disney World Tickets post. Our What to Pack for Disney Trips post takes a unique look at clever items to take. For what to do and when to do it, our Walt Disney World Ride Guides will help. For comprehensive advice, the best place to start is our Walt Disney World Trip Planning Guide for everything you need to know!
YOUR THOUGHTS
What’s your take on Bob Iger’s letter to the biggest Disney fans–are you cynical or cautiously optimistic? Think this demonstrates that he, unlike Chapek, actually believes in the ‘magic’ of Disney and understands what fans need and crave from its leader? Are you excited about the company’s future as the Walt Disney Company enters its 100th year? Think things will get better in 2023? Do you agree or disagree with our assessment? Any questions we can help you answer? Hearing your feedback–even when you disagree with us–is both interesting to us and helpful to other readers, so please share your thoughts below in the comments!
I dunno , Chapek overcharged us for absolutely everything and he was fired because he didn’t make enough money. I think Disney is just greedy- I hope I’m wrong …..
“a few weeks ago when I visited Disneyland Resort…”
Hey Bob – did you go online and make a reservation? Did you buy tickets online? Make an ADR? Drive to DLR park your car, take the tram/bus, and scan your ticket for entry? Did you use the ap to purchase Genie+ for the day? Make a few lightning lane selections? Maybe go on and figure out how to buy an individual lightning lane for Rise? And that is for Disneyland – which is way easier than WDW. Like waking up at 7:00 AM to get on Genie+.
It would be great if any higher-level manager associated with park operations had to do these things like a regular guest at least once every few years. One might see real change then. Or maybe just reading this blog would be enough.
I was pleasantly surprised when I received my letter personally addressed to me. like Sarah my wife didt get one either. Clearly Bob (I think I can call him Bob now that he sent a letter to me using my first name) knows who the true BIG Disney fans are in each household (sort of like Santa knows who’s naughty and nice). Actually it’s kinda nice being married to a naughty girl but I digress.
it was a much appreciated move. its good to have someone who’s not an idiot in charge.
I see the letter as encouraging, Unfortunately it will take some time to undo the damage done during Chapek’s tenure. Iger seems to have the drive to do his best to restore things and bring back the magic. He always seemed to come off as a Disney fan who happens to also be the corporate head of the company. So I am taking the glass half full view and hope for the best.
The best gauge of his impact will be the stock price.
I follow all the sites to see what changes are coming. I have been about a dozen times and it’s not inexpensive coming from Boston. The thing I most found convenient was the dining plans. Are they ever coming back? I’ve asked several times but have never received a response.
I was really pleased to receive the letter. We live in Australia and are fortunate enough to have travelled multiple times to both Disneyland and WDW. We are huge fans. When our borders were shut we dreamed of the day we would return, yet with the borders open now, we have chosen to travel elsewhere as the cost benefit just doesn’t pay off at the moment. It is a big investment to bring a family of four across the world and we couldn’t risk disappointment. We are really hoping that things start to change, even in the right direction rather than all at once to give us the confidence to return. I have faith that Bob Iger understands the business better, and will chart the right course.
Thanks to you Tom for your excellent ongoing communications. It is not just those who live close by who rely on your commentary to make Disney related decisions!! We recommend your site widely – wouldn’t attempt a visit without it. Wishing you and Sarah a Merry Christmas.
I’m a hopeful person like a lot of Disney fans, so that email made me happy to see. This has been a welcome rhetorical shift. Like you said, I just hope it materializes in real, tangible ways. I’m trying to keep my hopes tempered, because despite what he said I find it relatively unlikely the “highest expectations” will actually be met. I don’t know about you, but my highest expectations are pretty darn high. The only source of hope I have is that I genuinely believe that if they did the things I hope for, Disney would increase their long term profits (even if at the expense of the very short term).
I have written this twice before and was promised “someone from Disney”Would be calling me back. To date I have received no call. I get more convinced every time I read your column Disney is playing to its wealthy visitors and not caring about the little guy. I am a retired 81 year old Senior citizen with a 76 year old Life Partner and we enjoy Disney very much – problem being we live on Social Security and simply cannot afford the annual tickets that we held when prices were reasonable. I have spoken to many of the people in our neighborhood what are just like us, they would love to come to Disney, but simply cannot afford it. We had our annual passes and anytime we got up in the morning and wanted to we took off to Disney. I feel sure it would not hurt Disney to come up with a “fair” price for only the Florida Seniors that allows us to come and go as we feel like it. We are not big on the rides, we just simply enjoy the parks. Something should be done for this group of Floridians, after all we make up a rather large portion of Florida residents. I look forward to hearing how Mr. Igar feels about this.
It would be good for all seniors, not just those who reside in FL.
i received the email and, feel hopeful. I know it won’t be as it was before but, just have to wait and see.
Being a lawyer, I’m sure you are fully well versed in the nuisanced differences of a well choreographed PR letter supposedly written from the heart of Iger, with a huge emphasis on supposedly, and off the cuff comments made by Chapek and McCarthy in earning calls and panel discussions. They’re not the same.
Anyway, opening back up entertainment elements (rides and shows) within the park is the best low hanging fruit to alleviate line wait times and frustration from ride breakdowns. It isn’t rocket science but apparently its something that has escaped Disney C-suite since July 2020 when they were allowed to open back up, but instead Disney kept firing CMs.
The Reedy Creek district is an eye-roll issue to me. I’m DVC member so I pay into their property taxes. $1billion in bonds owed even though we’ve been paying a good chunk of their taxes? Besides, it was a dangerous financial gamble to allow Disney to continue risking bankrupting my state while paying their C-suite execs hundreds of millions of dollars to run the company into the ground. A reset was long overdue. That includes ousting the Board, McCarthy, Iger and all of them. It’s time to get back to the basics of what is the core of Disney.
Otherwise, its time to sell Disney to Epic Universal. Epic Universal seems to be better at managing theme parks, entertainment and expansion than Disney the last 15 years.
Your link to the D23 events does not work.
It’s always nice to hear the big mouse say encouraging words but as always, actions speak louder than words. Iger has basically 3 paths he can choose – 1) talk the big talk but make no meaningful changes; 2) make a few mediocre changes and 1 or 2 bigger ones that are designed to lessen the image/profit damages or 3) make major changes that are designed to reverse the negative perception and actual problems with an eye on bigger and better for the future. I am not optimistic but more cautiously hopeful. Our discretionary spending on vacations pre-pandemic was almost 90% on DVC, DCL and ABD. 2022 & 2023 will have that reduced to about 50%. Unless that Disney magic, service and lagniappe returns, we will continue to spend more elsewhere and less with Disney.
I think #2 is the most likely course of action, especially from a Parks & Resorts perspective.
There’s just so much that needs to happen with streaming–and most of that will take until 2024 to play out–that I don’t see colossal changes to the parks in the next 2 years.
I think it would be a really cool gesture to fans if they opened some attractions early. I live in Toronto where you look away then you look back and there’s four whole skyscrapers that weren’t there a second ago. You see the crazy progress on Moana Journey of Water and wonder what’s taking another whole year? They get clowned by Universal for how long their construction takes and it’s not unmerited. They have more money than God and their own government.
I wondered the same thing about Moana’s Journey of Water, and was told that it can’t/won’t open until more/most of the central spine work is done. But you’re right–that looks like it could open by January or February, but is scheduled to debut in “late 2023.” So that’s why. (Not justifying it–just relaying what I’ve heard.)
Do you think onsite guests will ever be able to book a few Genie+ selections in advance of our vacations? I’d like the free option back as much as anyone but I understand this is a business and guests are purchasing Genie+ so they will probably not remove that revenue source. As a planner, the on-the-fly Genie system is very aggravating. On vacation, I’ve taken advantage of deluxe extended hours (so in Magic Kingdom until 1:00am), and then have to turn right back around and wake up at 6:45am to try for virtual queue, ILL, and LL. How can Disney think this is enjoyable at all? I do like the new modify feature and have used it successfully, but we really need to go back to at least two, if not three, selections ahead of our vacations. That was so much more relaxing, and I will gladly pay for it. Is this realistic at all (it could easily be done, correct?), or will Disney continue to cater to the non-planners, which continues to baffle me.
“Do you think onsite guests will ever be able to book a few Genie+ selections in advance of our vacations?”
“Ever” is a long timeline, and a lot could change in 5 or 10 years. If there’s a recession and Disney needs to help occupancy numbers–or if Epic Universe pulls on-site guests away, I could see this happening.
As of right now, I have heard absolutely nothing indicating that this is currently being considered in the near-term.
I don’t think it’s a matter of catering to non-planners, it’s more about finding balance between two extremes. Even with Genie+, WDW skews very much in favor of hardcore planners. We often say that if you can do WDW, you can travel anywhere–it’s the most complicated travel destination we’ve visited anywhere.
I agree that being able to pre-book three fast passes per day is key to enjoying the parks. Hopefully the new leadership understands this.
I never stopped enjoying Disney these past few years – although as a local who goes frequently for short visits I was not affected like some with the loss of certain services etc but this letter sounds hopeful for the future of Disney.
I think you highlighted the crux of the issue here, “there are also some changes that Iger will be hard-pressed to make given how the company’s streaming services are hemorrhaging money.”
When viewed in totality, all of my families Disney park’s experiences have been great. That includes a trip during 2020 and an after hours event in 2021 (i.e. when things had changed). Was every single moment, and every single thing we experienced amazing? Of course not. But when viewed as an entire experience they were all wonderful.
The problem for us is that it’s simply too expensive for what it is at this point in time. Truth be told, if the prices had remained more constant, we would have kept going back.
So while, it’s a nice holiday card and Iger might have wonderful intent I think his hands will be tied because a) other lines of business are losing cash and b) the stock has tanked. I just don’t see how he threads that needle.
Merry Christmas!
Yeah, I think it all depends upon what people are expecting. If they think Iger is going to reverse every change made in the last 3 years or restoring 2019 prices, that’s not happening.
If the expectation is improving Cast Member morale and the overall guest experience, there’s a very good chance of that occurring. Obviously, that’s much more nebulous, but I think Iger understands the heart/magic of Disney. His worries that Disney was losing its “soul” reflect the type of changes he’ll want to make, IMO.
i got the email. i have to say it was a pleasant surprise. certainly never got anything like it with chapek’s name on it.
It would be really nice to see an actual celebration happen. I did a last minute trek down to Orlando to be there for the 50th, thinking ‘It’s going to be packed and not much fun but by golly it’ll be memorable.’ I was convinced I’d get to see a dragon fly over the Magic Kingdom, or something of the like. It…did turn out to be memorable, but not for any of the reasons I went down there (as it being NOT packed was actually the best part.)
Still, I don’t think there’s much time to do anything of note that hasn’t already been planned. The cool stuff takes a while to develop (as someone who works for the same company and knows one of the X-wing pilots.) But…I guess just having a speech for attendees the day-of would be more than Chapek did, and the very minimum of what I was expecting.
The required lead time for pretty much anything Disney does will definitely be an impediment to a “good” 100th celebration, or any major substantive changes during Iger’s first full year.
Still, I’m reasonably optimistic about the 100th stuff at Disneyland. It’ll definitely be broader (since it’s the company’s 100th, not Disneyland’s), but the team out there typically does a good job with this type of thing. They’re also leaner and more nimble than WDW, so it’s possible Disneyland manages to move quickly enough to make it a high quality celebration. We shall see!
Until Disney brings back the Magic Bus I will not be bring my family of twelve to Disney. The transportation cost alone will cost me an additional $600 on top of other constantly increasing prices.
I got the letter, too. It was a little refreshing to have something “positive” coming from Disney, even if it was a small thing that may or may not show changes. But, I too, want the Magical Express to return. I travel solo a lot and it was such a wonderful Disney perk. Without it, I have not returned nor plan to. Sometimes, it’s the little things that make it easier to withstand the bigger things.
I also need the Magical Express bus back before I will bring grandkids to WDW again.
It was so nice to get of the airplane and know you didn’t have to do anymore “thinking.” Just get in the bus line to your resort. Would really like it back also.