Disneyland changed the name of its Genie+ program to avoid confusion; it should do the same with its system for disabled guests.
Disney Genie+ signs line the tram roadway at the Disneyland Resort in Anaheim, CA, on Wednesday, August 10, 2022. Disneyland recently changed the name of the service to Lightning Lane Multi Pass. Name changes are nothing new in the theme park business. Sometimes, a park might lose its license to use a particular brand name. But many times name changes are just another marketing tool. Slapping a new name on something drives attention.
Disney also would have done well to change the name of another way that people access those alternate queues. Last month, Disneyland changed. Change was needed, as Disney’s old implementation of its Disability Access Service invited abuse by allowing people who registered for it an advance to get the equivalent of two free Lightning Lane admissions.Rather than continue to use DAS as a catch-all for disability accommodations, Disney now is offering many guests alternatives.
Disney is still offering timed returns through Lightning Lanes for guests with developmental disabilities and their companions. But by continuing to use the “DAS” name for that option, Disney is inviting frustration from guests who previously used that option but now find it no longer available to them. Like with Fastpass and Lightning Lane, a change to a new name could have helped reinforce awareness of a new system.
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