I Went Inside Imagineering
“I wish I could be here every day,” said Disney CEO Bob Iger to kick off an Imagineering presentation I attended. He was joined at the front of the small conference room by Parks Chairman Josh D’Amaro, who shared that he actually had been spending a lot more time in WDI’s Glendale offices lately and that it’s one of his favorite places in the world.
Both spoke of the ‘turbocharged’ plans for growth at Walt Disney World and Disneyland, and $60 billion investment earmarked for Parks & Resorts. They discussed the genesis of this next Disney Decade, with what to expect in the near-term and longer-term as new additions enter various phases of development and construction at every destination around the globe.
Following up both was the head of Walt Disney Imagineering, Bruce Vaughn. He discussed his time away from Imagineering, how Iger and D’Amaro convinced him to return to the helm, and his optimism for the future. Vaughn had led Imagineering during a massive development phase previously–through the opening of Shanghai Disneyland–but was convinced the parks were on the precipice of something even bigger.
Then came presentations by portfolio executives from Florida who provided new details about the plans for Tropical Americas in Animal Kingdom and Beyond Big Thunder at Magic Kingdom. This was the meatiest portion of the presentation, with new substantive details about the Dino-Rama replacement featuring Indiana Jones, Encanto, and Coco plus brand-new concept art for the area.
No specifics were shared about what’s made the cut for Beyond Big Thunder (hopefully villains!), but the big news there was the sharing of an upcoming water management permit that will be filed in the next week or two. This is the first step in developing that area, and is somewhat similar to what was filed for Tropical Americas last month. Although there are no official timelines for the construction (much less opening years or dates), these are the next two major projects in the pipeline for Walt Disney World.
Much of what Vaughn and D’Amaro said was an unscripted version of their presentation at Destination D23 last fall (photo below is from then, not now). They were candid about the nuts and bolts of how expansion investments have been crystalizing, but it was a familiar story. As before, there was a sense of guarded excitement as they discussed plans for the future, while being hesitant to share specifics beyond what’s (mostly) already public knowledge.
It was Bob Iger who had the most interesting things to say. That’s in large part because we haven’t heard from Iger in a specifically Parks & Resorts context since his return. Iger wasn’t at Destination D23 (no Disney CEO has ever appeared at that event) and the last D23 Expo was at the end of the Chapek reign.
Sure, Iger has done CNBC interviews and earnings calls where the topic comes up, but those are usually 95% putting out fires and assuaging fears about streaming/studios/linear/etc., with 5% at the end being (more or less) that Parks & Resorts continues to do great. Not to mix metaphors, but the squeaky wheel gets the grease and the golden goose gets ignored.
In any case, Iger spoke at Imagineering exclusively about Parks and Resorts. I don’t recall hearing the words “streaming” “linear” or “ESPN” once. Mercifully. The first half of his remarks focused on the creative side, with one foot in the past and one in the future. For me, it wasn’t so much what he said, but how he said it. Imbued with a sense of optimism and excitement, along with understanding of what Imagineering does and why it’s so important to the legacy of the company that bears Walt Disney’s name.
Some of the sentiment Iger expressed you’ve probably heard before. Way back in Chapek Did Not “Get” Disney, we distinguished between the two CEOs on the basis of their involvement in the creative process and respect for the people who make Disney, Disney. That should be abundantly clear from what’s come out since about the relationship breakdown between the two.
It’s also obvious with Imagineers like Vaughn and Rohde returning to Disney, while other ex-WDI employees (hopefully not “ex” for much longer as WDI starts to staff back up!) have expressed more optimism for the direction of the company. In interviews before streaming/linear/ESPN sucked up all the oxygen, Iger often highlighted Disney’s creative legacy and talked up Imagineering. So not exactly breaking news, but still nice to hear Iger reiterate his respect for WDI.
What I found more interesting was that, after D’Amaro spoke, Iger wanted to say a bit more. Here’s where he put a finer point on things, explaining things in terms that would normally be reserved for earnings calls. That they have reviewed performance of various divisions of the company, and it just made sense for the sake of shareholders, to invest more in Parks & Resorts. That they had the space, stories to tell, and there was guest appetite for expansion. The only thing they didn’t have, until this year, was the free cash flow.
Implicit in this seemed to be an acknowledgement that fans have taken an “I’ll believe it when I see it” viewpoint. Iger was indirectly ‘responding’ to that by pointing out the company has every reason to move full steam ahead on Parks & Resorts because that’s its best business. That the stars have aligned, so to speak, and the fans are about to get what they’ve been wanting.
This was especially significant, as was Iger’s presence at Imagineering in the first place, given that it was on the eve of the annual shareholders meeting. It’s safe to assume that Disney’s CEO is normally pretty busy, but especially so ahead of that–and in a year with a bitterly contested proxy battle. Against that backdrop, Iger’s being at Walt Disney Imagineering felt even more symbolically significant; it reflected where the CEO’s priorities are at that important moment in time.
A couple of days later, and Iger has won his battle for the boardroom. He has made clear that Disney’s strategic transformation is over, and it’s time to build and grow. Streaming isn’t hemorrhaging money; there’s a plan for ESPN and Hulu; cash flow has improved. The proxy fight is over. The feud with Florida is finished. DisneylandForward is going to be rubber stamped later this month. There are no more obstacles or excuses.
We’ve been fairly forgiving of Disney’s non-announcement announcements for its theme parks over the course of the past two years. This started at the last D23 Expo, while Chapek was still at the helm. It continued with more Blue Sky sessions at last year’s Destination D23. We’ve been cautiously optimistic in spite of this because we knew there was a real desire–internally and externally–to bet big on theme parks. It was just a matter of timing with the fires that needed to be put out elsewhere in the company. In the coming weeks and months, it’s time for Disney to share really-for-real announcements and specifics. Finally.
There are no longer any reasons, at least good ones, for Disney declining to go all-in on Parks & Resorts with substantive news rather than vague teases of things that could, maybe, happen in the future (perhaps). Thankfully, plans are starting to coalesce and it truly does appear that Parks & Resorts is entering a new ‘Disney Decade’ of ambitious investment and growth. It’ll be fun to watch this unfold, and we hope our optimism in the future of Parks & Resorts is well-founded. It should be patently obvious one way or the other by Saturday, August 10, 2024 at around 10 p.m. Pacific…give or take.
The rest of this particular day was a showcase or open house, of sorts, with tours of various buildings and departments at Imagineering and what they’re working on. If I had to ascribe a “theme” to the day, it would be part “here’s a look at technology coming to the Walt Disney World and Disneyland that had previously only been in the international parks” and part “here’s a look at innovations that are actually going to make their way to the parks for more than just playtests.”
There was a final part that was just simply, “here’s a look at really cool stuff we’re working on that has possible future uses, but no designated destination.” The last part was undeniably awesome to see up close and in person–the kind of stuff fans only normally see in videos–but it’s the first two categories that have me most excited, since it’s stuff we’ll all be able to see in-person starting this month. I have separate posts covering the main highlights:
- First Look at Imagineering’s Innovative Audio Animatronics in Tiana’s Bayou Adventure
- BDX Droids Coming to Star Wars Galaxy’s Edge
- First Look at Imagineering’s Tropical Americas at Animal Kingdom Progress
- ‘Beyond Big Thunder’ Magic Kingdom Expansion Project Starts Soon
Finally, here are a couple of the cool innovations from the Walt Disney Imagineering Research & Development Lab…
The first innovation I saw is the HoloTile floor, which you might recall from the profile of prolific Inventor Imagineer, Lanny Smoot. HoloTile is the world’s first and only multi-person, omni-directional, modular, expandable, treadmill floor, where any number of people can have a shared virtual reality experience, walk an unlimited distance in any direction, but never collide or walk off its surface.
According to Smoot, the HoloTile floor has potential applications in VR and gaming, theme parks, and music or theater stages. It allows performers to move and dance in new ways, or stage props and structures could move around or appear to set themselves up.
This was cool in the video Disney previously released, but seeing it up close and in-action was awesome. Watching the modular floor adjust in real-time while also seeing the displays was mindblowing. I’m not sure what I expected given that I could not (and still cannot) even conceive of how this works, but the monitors in tandem with the floor in tandem with Lanny Smoot’s actions were like a technological symphony, for lack of a better term. The end result seems simple, but achieving that simple result is unbelievably complex.
Another highlight was also in the research and development lab, where Imagineers demonstrated the latest iteration of their robotic technology. There have been various evolutions of this over the last couple of years, with WDI R&D entering its Zootopia era (my words, not theirs) last year at the South By Southwest conference. Disney Imagineers unveiled an untethered, dynamic Judy Hopps bunny robot on skates that could climb out of a box, tumble, steady itself, and perform a somersault.
For this presentation, Imagineers showcased the follow-up to that, a Duke Weaselton character created for the opening of Shanghai Disneyland (video). They indicated that the parks team there had no use for a rabbit that could climb out of a box, but an interrupting weasel was just the ticket.
Unsurprisingly, this was also very technically impressive. The robots’ (plural as both Duke and the kiosk are robots) have the ability to perform dynamic maneuvers and make adjustments, and to see them work in tandem to create a seamless ‘show’ was incredible. It doesn’t seem like this technology is that far off from being used in a stage show in the parks or even a dark ride–in addition to trackless ride vehicles, we could have dynamic show scenes.
As cool as Duke Weaselton was, I actually liked the Star Wars BDX Droids more. They didn’t wow in the same way, objectively, but the movements and mannerisms were more relatable. Those adorable ‘duckling’ droids just do a bit better of a job at generating emotional connections than the sarcastic weasel. But obviously, the goals with each robotic character are different–and both are varying degrees of mind-blowingly awesome.
Ultimately, it was really cool to tour Walt Disney Imagineering and see a showcase of old and new technologies in those hallowed halls. You can see the reverence for the creative legacy on full display as Imagineers preserve and proudly display pieces from the past. Walking around felt like a veritable Easter Egg hunt, as every corner is packed with nods to past, present, and work-in-progress projects.
As I’ve said before, these presentations–whether they’ve been via video or now in-person–are the kind of thing that makes me proud to be a Disney fan. The creativity of Imagineering is endlessly inspiring, and this type of innovation is proof positive that they’re good stewards of Walt Disney’s legacy. Seeing the Imagineers flex their creative muscles is awesome.
That WDI is on the bleeding edge of these developments is, in and of itself, pretty cool. While I loved the stuff mentioned here that’s simply innovation for innovation’s sake (an important part of the R&D process), what I really appreciated was that this visit was a mix of that and technology that will soon be at Walt Disney World and Disneyland. As I keep saying, I’m optimistic about the next generation of additions–stuff like this is a big reason why!
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YOUR THOUGHTS
What do you think of this look inside Imagineering? Pleased that Bob Iger and Josh D’Amaro are seemingly focused on what Imagineers are working on? Any of the innovations mentioned here really wow you? 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!
You deserved to go to that event. You have a nice way about you and present a fair assessment of what you see, do, and experience at Walt Disney parks, resorts, restaurants, and their other offerings. I get the feeling that while you have met and got to know many insiders, you still call it the way you see it and I respect that. Thanks for the news, updates, and your witty humor.
Congratulations, Tom! You deserve this and we are happy for you!
Tom, I am so glad you got the invite! You deserved to be there. There are times that I believe you connect more with Disney stakeholders than Disney does. I’m not sure what is behind the disconnect. I hold a trifecta status with Disney (AP, DVC, and D23). I don’t live in Florida, but I’m at WDW 4 to 5 times a year, Disneyland once a year with family and work associates. I’m tired I’ve delayed and strung out projects, big plans and little results, slow to bring back pre-Covid attractions, uninspiring movies and TV releases, crown management tech (Genie+) that doesn’t do anything for guests, on and on. It’s really disappointing. Universal in Florida is nailing it by keeping things simple — large projects delivered on time that are amazing, a tiered ticketing system that is simple and easy to navigate. I’m a Disney fan and I’m glad that the vote went in the favor of Bob Iger and the current board, but I sincerely hope they take this as a wake-up call to focus on the things that matter for Disney fans.
“I’m not sure what is behind the disconnect.”
A combination of the following: too many cooks in the kitchen, one hand not knowing what the other is doing, internal “competition”, the forcing of bad decisions to compensate for losses elsewhere, or the people who care being ignored. Probably more to it than that, but those are the big ones that immediately come to mind.
There are a ton of people who “get” Disney who work for the company, both at the corporate level and on the ground in Florida. They’re just often ignored, forced to make decisions they know are bad, and everything else above. I know this because I know a lot of them–and they’re fighting the good fight…just not always winning it.
I echo other readers’ sentiments – great article, but my primary feeling is one of being psyched that you got to do this because it really seems like a dream opportunity for you! One of the strengths of this site is that it’s a quirky mix of consistent, relevant coverage of new developments and strategy, combined with commentary that comes from real people, who are passionate about the subject. I appreciate your “teach a man to fish…” approach to helping people learn about strategies for successfully navigating the ever-more-complicated Disney park vacation. But what also make the site special is the fact that you’ve let us readers into your lives (or at least the parts that aren’t too personal, and relate to Disney!) and it’s as if we all (readers, commenters, you and Sarah) are on a journey together, trying to find the best in something we all connected to, now or in the past! I know I’m not articulating this as I’d like to, but since I’m on mobile I’m not going to take the time to edit – TL;DR keep doing what you guys do and I’m glad this aspect of your working life brought you this opportunity! #Figment1.0forever!
Thanks for the kind words! You’re articulating it just as well as one of my commentaries trying to assess and analyze decisions or changes.
Interpret that how you will. 😉 (Joking aside, I get what you’re saying–it’s completely clear.)
Wohoo! Thrilled that you got the invite. This proves Disney really is a smart company!
So cool. Glad you are recognized and got the invite. Your coverage of all things Disney is superb. Much deserved!
So very cool. I’m sure you’ve watched “Behind the Attraction” on Disney+. I love seeing moments (perhaps apocryphal moments that make for better storytelling) that show how one part of Imagineering had a ride/system/story problem and they found the solution within a different wing of Imagineering itself. I love that there are people whose jobs are to come up with cool techie stuff, and they have absolutely no idea how it will be implemented. There’s something so Disney, so hopeful about that!
Great article! The Disney web needs more journalistic pieces like this that focus on being truly informative, and (largely) neutral while offering a taste of “behind-the-scenes” to entice a reader to beg for just one more bite!
Thanks for the kind words. I’m not sure whether this (or anything I do, for that matter) actually qualifies as journalism, though. I try as hard as possible to be fair, but at the end of the day, I am a Disney fan. I am biased. I want them to succeed and am cheering them on–even when I’m being critical. I have absolutely zero desire to see Disney fail.
Fascinating! Thank you for sharing! Was this an event for media? Your ability to convey event experiences while critically analyzing them is what makes your blog so good. How exciting for you to do this.
Yeah, it was a group of about 20 media members–about half of whom were mainstream reporters and the other half were Disney-centric outlets.
Tom, this quote is awesome: “Yeah, it was a group of about 20 media members–about half of whom were mainstream reporters and the other half were Disney-centric outlets.” I am now amusing myself with wondering exactly who makes up the elite cabal of “Disney-centric outlets.” I feel like we’ll start seeing people wearing those “insider knowledge” t-shirts that say “Tom & Sarah…AJ…Lou…Deb…& Len…” lol! You’ve definitely made your mark in this space, and deserved to be there!!
Tom, of those Disney-centric outlets, you are by far the best one! No disrespect to the others (whoever they were), but there is no other Disney site that equals yours. Intelligent, insightful, thoughtful commentary, combined with flat out enthusiasm and fandom for Disney. In the words of Carly (Simon) “Nobody does it better…” So pleased for you that you were included in this event; definitely shows Disney recognizes quality when they see it! Well deserved!
It feels like Disney is starting little drips of information to get us hyped about the D23 announcements, do you agree?? Also I am really looking forward to your parks panel predictions post and of course the panel itself.
I think it’s equal parts wanting to promote the new YouTube WDI series, knowing they have something special with the TBA AAs, and wanting to tie up loose ends from the last D23 events so fans have less of a “I’ll believe it when I see it” attitude towards future announcements or anytime Iger or D’Amaro says the word “turbocharged.”
I would anticipate more along these lines between now and August. Not actual new-new announcements (those will largely be reserved for D23), but things that make it crystal-clear they’re actually doing things now.
What an amazing experience! Not gonna lie, I’m jealous — but I’m so glad you were able to go and therefore share it with us.
So glad you were chosen to be part of this! I can’t think of another Disney fan that is more deserving and can share the information with nuance, honesty, and your own views! Thank you, Tom, and thank you, Disney, for inviting him!
THIS! Tom is the most underrated Disney blogger out there so I’m happy to see him get the recognition from the company for his thoughtful and nuanced take on things.
Also, I had a chance to visit WDI as a young parks cast member 20 years ago – and it’s still a life highlight for me!
Thanks for the kind words–hope the write-up was a worthwhile read!
I’d be super jealous, but I cannot imagine another person better to suited to giving a clear-eyed report on such an experience! That holotile floor absolutely amazes me, and I love it even more for being Lanny Smoot’s brain child. (This is a safe environment for admitting that I have personal favorite Disney Imagineers, right? Still waiting for the trading cards to debut…)
how exciting!
Honestly, you’re far more knowledgeable than, even, the most dedicated Disney fan, as I think of myself.
I’m excited that you’re excited!
Thank you for the update.
We love Imagineering updates!
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