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DisneyQuest - A Fresh Implementation of
Out-of-Home Entertainment - Part II (WAVE#866)
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Mighty Ducks Pinball Slam - Score Zone
Treasure of the Incas - Explore Zone
Create Zone
Animation Academy - Create Zone
Sid's Create a Toy - Create Zone
Living Easels - Create Zone
Magic Mirror - Create Zone
Sticker Shots - Create Zone
Technical Background
WAVE Assessment --------------------------------------
***DisneyQuest - A Fresh Implementation of Out-of-Home
Entertainment - Part II
by John Latta and Amanda Rogos***Mighty Ducks Pinball Slam - Score Zone
8 units = $1.73This game was not running on the two days that we were there.
Disney provided background on the game.During the time of our visit Disney stopped the game running for
3 days due to a show quality issue. The concept of the game is
that you as the player become a human pinball in a life sized
pinball game. Players take a position on a "joystick" on the
floor in front of a screen of the play that extends for two
floors. The "joystick" the players stand on controls the ball on
the screen. As the guest leans left the ball goes left and vice
versa. The joystick has haptic feedback and the player feels
force feedback when the ball hits a bumper, a target or another
ball. Given that the joystick is so large, i.e., you the player,
the feedback is "bigtime." The ride lasts 3 minutes. The winner
gets to go to the next round.***Treasure of the Incas - Explore Zone
10 Units = $2.17A key premise of any out-of-home entertainment venue is to
promote a social experience and the Treasure of the Incas did
this better than any we had seen in a long time. The purpose of
the game is to drive a miniature jeep type vehicle through a
tight maze. Unfortunately the drivers cannot see the actual
maze, they just see the view from the driver position in the
jeep, which is displayed on a screen from a video camera inside
the jeep. On a wall next to the maze are the driver positions
where one stands up and uses a steering wheel to pilot the jeep
based on the display view out of the windshield. The maze is
actually located in the floor behind the drivers. Friends can
stand on a walkway above the maze and see the jeeps in the maze
below. The social interaction comes when individuals shout to
their friends trying to direct the jeeps. It was normal to walk
by the maze and hear RIGHT RIGHT and see the jeeps bump into a
wall as the disoriented drivers failed to get it. Multiply this
up to 8 times and it became a shouting match as teams tried to
get through the maze as quickly as possible.The significant point here is that the concept is really quite
simple but the impact significant. Disney gets real credit for
this one. We also understand that there were significant
technical obstacles to overcome getting all the video cameras to
work.It appeared that all the games in the Create Zone are PC based.
We noted that this section was always filled with children and
adults alike. The section was had many ways to make fun
mementos. For the children it appeared to have a physical item
to take home after the experience was quite important.***Animation Academy - Create Zone
16 Units = $3.47The purpose of the Animation Academy is to teach the basics of
Disney animation. There are two classes: 101 and 201. In 101 the
guests learn how to draw one of the classic Disney characters
and get to take home a copy of their work along with the
instructions. In 201 the basics of motion are taught on motion
animation. Here the key frames are used to create a squash and
stretch test. At the end the guests gets to see the animation
and take hope a flip book with the animation. According to
Disney this has proven popular with both children and adults.
Our observation was also that the guests liked the Animation
Academy.We noted 6 of the 18 consoles had failed. We understand the
stylist's are not robust enough and are prone to frequent
failure and loss. Disney stated this is an ongoing issue and
they are implementing a new design.***Sid's Create a Toy - Create Zone
4 units = $.87This activity allowed a child to create their own toy using
different parts (supplied by the computer). They could choose
actions and sounds to play with the toy as well.The concept behind this game is that the guest can go into the
room of Sid from Toy Story or his sister Hannah and use a
computer graphics robotic arm to assemble a toy from parts. Boys
usually like unusual shapes while girls assemble beautiful toys.
The combinations are virtually limitless. Once the toy is
complete they can get the actual toy for $10, along with a photo
and instructions on assembly. This happens right in the Create
Zone. According to Disney this has proven much more popular that
their original estimates.***Living Easels - Create Zone
4 units = $.87Guests use a touch screen PC and can select from a dozen
different pallets with many virtual brushes. Each brush paints
on the screen something different, from birds to butterflys. The
characters are animated on the screen as they are painted.
Further there is morphing done. Bats can morph into vampires for
example. Guests can take home a print from the scene they have
created. The intent is to allow the guests to also have an
section of the animation.***Magic Mirror - Create Zone
8 units = $1.73This kiosk allowed the user to be able to morph sections of
their face on colorful backgrounds (like creating a personal
monster). The image was then transferred to a photograph.Disney describes this as a "morph gag gone amok." The play is
hosted by Genie from Aladdin which allows a guest to take a high
quality photo of themselves. More that one person can
participate which brings a social component to this game. The
guests can stretch and twist the image while adding facial
components such as eyes, noses and hair. In addition they can
make themselves look like a Disney character with Donald's bill
and Mickey's ears. This sequence can be shown as an animation
process from which the final image results. The players have
liked the final photo which is available.***Sticker Shots - Create Zone
16 Units = $3.47Users could place their face in different backgrounds, such as
on the Beast's body (from Beauty and the Beast) or in Mickey
Mouse's ears. The machine took these images and printed a dozen
stickers.These booths are similar to the sticker photo machines seen in
many locations. However, the addition of Disney artwork has made
them very popular. According to Disney they can barely keep the
machines loaded with paper. We are not surprised based on our
observations.In classic Disney fashion one exits the facility at the
DisneyQuest Emporium, the last fitting opportunity to relieve
one's pockets of cash for souvenirs and mementos.The WAVE Report was fortunate to get a special tour of the
insides of the operations of DisneyQuest by Joe DiNunzio, one of
the principal architects of DisneyQuest at Walt Disney
Imagineering. The significance of the facility was made evident
all the more from the insight provided by seeing the back rooms
which made it work.There are 11 (ERs), equipment rooms, which house the equipment,
power, air handling and networking. DisneyQuest has a total of
22 SGI Onyx computers. We were given tours of 3 of the ERs. If
there is any one impression which stands out from the tour is
"first class." When it comes to quality of execution few can top
Disney. The ERs were actually nothing fancy in terms of looks
but the equipment, the layout and installation was of the best
industrial practice. Many of the rooms included extensive audio
equipment for the sound delivery. Just as important were the
lighting panels. As Joe stated during the tour - lighting is a
big deal in a facility such as this. The significant element was
that one took the lighting for granted throughout the facility.
Lighting added much to the environment that was created but it
was unobtrusive.It should be noted that in Chicago all the ERs will be
consolidated into one location.UPS is present in the facility but not for sustained operations,
in the event of power outage, but for life and safety.The facility design was done as packages that centered on the
various rides and building structure. This began with not only
the layout of the facility but the power and networking. From
this the various elements of the facility were designed
including the ride placement. Walt Disney Imagineering created
each individual design and build to package. These included all
the components within an ER and the ride(s) they serviced. Part
of this task was eased by the use of standard parts, such as
lighting and audio equipment, which Disney has had experience
with.Once the facility was complete it took approximately 2 months to
bring all the equipment up. Some rides came up rapidly, in a day
or so, and others took longer to debug.One of the most interesting sections of the building was the
Stored Value System ER. This was only accessed with permission
of DisneyQuest Security as it was the operational heart of the
facility. This is based on 2 Compaq computers that can serve as
mutual backups. The front end computer is for the network and
stored value card reader interface. The back end is an Oracle
data base. The software was developed using the Forte language.
The servers have a RAID 5 mirrored disk setup. Each server has 2
processors.All networking in the building is done with Cisco 100BaseT
switches. The backbone is 100BaseT fiber links. The connections
to the rides and the card readers is via 10BaseT.DisneyQuest is uniquely Disney. The combination of a first class
facility that is a work in progress and continually evolving is
a mark of Disney. It is easy to pick out rides and operational
elements that are not working. But we have every confidence that
with another trip in 6 months much will have changed.One common failure in LBE is that in spite of the fact that one
facility might be successful it was not possible to afford the
continual updating process and expense of many facilities. The
economic model might make sense with a single installation but
the overhead and R&D expenses for 10 or 20 or 30 facilities fell
apart. The major differentiator at Disney is that they do not
have short term commitments to projects. Equally as important
Disney is a major corporation with extensive experience in
pleasing the public.We are drawn also by the contrast with the experiences of Sega
with GameWorks and Dave and Busters. In spite of the brand name
that Sega has it does not compare with Disney. Further, Sega is
just beginning to realize that unfocused spending of money on
technology is wasted money. In spite of the fact that
DisneyQuest has arcade games and redemption the facility concept
goes well beyond anything that Sega has done. The reason is
simple - Disney is focused on one's experience in the facility
and the optimization of that - GameWorks has not - at least
until recently.Dave and Busters is a much more complex comparison. In terms of
food and beverage we have to give Dave & Busters a leading
position. We found the food facilities at DisneyQuest second
class and not integrated into the environment. The only
exception being the Internet screens at some of the dining
areas. Our observation was that the seats were parking areas for
those in the family that did not want to play or were too tired.
Yet, at Dave & Busters food and beverage is integrated
throughout the facility. They have made a seamless blend between
drinking, eating and play. We also recognize that Disney has a
different view on alcohol in a facility that encourages
children. Yet, we found the food and beverage rather remote from
the rest of the guest experience and not a part of it.Yet, Disney has stated that their intent is for the food area to
not be so integrated into the play environment. In the context
of that intent Disney has accomplished their objectives.On the entertainment side it appears that Dave & Busters is
moving closer to DisneyQuest with the use of more unique games
and even movie experiences. Thus, Dave & Busters is in a
position, both from the number of facilities and income streams,
to expose and buy new games which are unique to themselves.
However, Dave & Busters remains more focused on the eating and
drinking experience than the development of play technology.
This is likely to remain a differentiator between both Disney
and Dave & Busters.With this here are our top observations about DisneyQuest:
1. Pre show preparation needs either to be added or improvement
in a number of rides. Although this is primarily focused on
first time players it is frustrating to pay the money for these
games and not be able to do your best. Disney is sensitive to
this issue and at the same time has not found it easy to get
guests to pay attention to the pre shows, irrespective of the
value.2. Ticketing, although it follows the pattern of Disney in its
bundles for ticket and admission pricing, more attention needs
to paid on how to make the purchasing options more evident and
less frustrating. This should go so far as to provide more
purchase options and to hand out a sheet explaining all of them
while waiting in line. Disney also comments that ticket pricing
and price-value is a continual process.3. It is unlikely that DisneyQuest will lower the cost per ride
but we still feel that value pricing is important. However, if
Disney is gate limited in the number of guests per hour it can
accommodate there will be no action on pricing.4. We find a striking contrast between the four components of
what an individual can do within DisneyQuest: Disney rides,
arcade equipment, Disney for children and Food. When one
compares the innovation present in Create Zone and the Disney
rides the arcade games look stale. It would appear that the
arcade games are relief from Disney game sticker shock. We would
like to see a better blend between these desperate components.
That is, how could they reflect a better integration in the
facility both physically and economically on a price to play
basis.5. DisneyQuest is really a platform for developing and
delivering interactive out-of-home entertainment experiences.
Yet, the constraints of the physical facility limit how much
change they can make - especially rapidly. It is far easier to
move a video game out than it is to create a new flying ride
based on the canvas bag motion platform. We see the rise of
relatively short lifetime rides and games and the DisneyQuest
platform is an excellent venue in which to accomplish this. In
many respects Dave & Busters is moving to this model. We see
DisneyQuest as a platform for the delivery of entertainment and
it is really creating a different business model about the
development and delivery of entertainment experiences.There is always a bottom line - can Disney make money with
DisneyQuest. In Orlando we doubt it. In other cities the
prospect improves considerably. However, Disney must continue to
drive the costs of implementation and facilities down to make
the economic model work. Just as DisneyQuest is a work in
progress so is our ability to assess its long term potential.Acknowledgement
The WAVE Report would like to thank Joe DiNunzio for the
extensive comments he made on this article.--------------------------------------
Copyright 1998 4th WAVE, Inc.
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Mighty Ducks Pinball Slam - Score Zone