[mickey]

OK, a quick question. This should stir up some discussion amongst you guys. There is an AP article circulation concerning the new Mission: Space ride to open this year at EPCOT relating it to the Space-shuttle Columbia.

My question is do you think Disney should delay or change their approach to the ride opening because of the accident?


New Space Ride Troubles Disney
By MIKE SCHNEIDER
The Associated Press

CAPE CANAVERAL -- When Walt Disney World announced plans to build a spaceflight simulator three years ago, it seemed like savvy timing. The first crew was getting ready to go up to the international space station, and Disney was in a position to capitalize on interest in the space program and its proximity to the Kennedy Space Center 70 miles away.

Now, after the space shuttle Columbia disaster, Disney finds itself facing a potential public relations minefield with the opening of the Mission: Space ride just months away.

If Disney handles the ride's opening with sensitivity to the Columbia disaster and markets it as an homage to the space program, it could escape any fallout, theme park consultants said. If Disney isn't careful and sells the ride as a thrill-seeking experience, it could backfire, they note.

Disney's Mission: Space Web site, for instance, asked visitors in a poll Thursday, "Do you think space travel is dangerous?"

"They're thinking, `Really bad timing' from the viewpoint of the ride opening," said Dennis Spiegel, president of International Theme Park Services Inc., a Cincinnati-based consulting firm. "When you have a catastrophic tragedy like this, it doesn't bode well for you."

When it comes to opening a new ride, Disney isn't the first theme park to have tragedy collide with its fantasy world. Universal Studios in Orlando, out of respect for victims, delayed for a couple of months the opening of its "Twister" ride in 1998 after tornadoes killed 42 people in Central Florida.

"This certainly changes the way you market the attraction," said Robert Niles, editor of themeparkinsider.com, an online newsletter about theme parks.

If Disney officials "ignore what happened here and make it perceived to be a frivolous thrill ride, then that can peeve a lot of people off," he said. "But this is a company that thinks, rethinks and triple thinks everything when it comes to public relations."

Mission: Space is still under construction. When it opens, visitors will board a four-person simulator where they will be flat on their backs for liftoff. Using hydraulic lifts, the ride will give visitors the feeling of intense G-forces as a spacecraft escapes Earth's atmosphere.

Disney has a lot riding on the $150 million Mission: Space, as it is only one of two new attractions opening this year at the resort. The other new attraction, Mickey's PhilHarmagic, is a 3-D film and much less ambitious than Mission: Space.

The resort, like Orlando's other theme parks, relies on new attractions to lure tourists back, especially when a tepid economy and fears of a war are discouraging people from visiting. Last year, attendance was down between 4 percent and 8 percent at Disney's four Florida theme parks, according to Amusement Business, a trade publication.

Since its inception, Disney has been promoting effusively the space ride at its Epcot park. During the ride's announcement three years ago, Disney officials touted the ride's sponsorship by the computer company, Compaq, which has since merged with Hewlett-Packard, and bragged that the ride was getting technical advice from former NASA scientists and astronauts, such as Story Musgrave.

The company has one advantage in that it hasn't set an official opening date, only saying sometime in 2003, and can be flexible.

Disney spokeswoman Jacquee Polack said Thursday that it was inappropriate to comment on the attraction out of respect for the seven astronauts killed when Columbia re-entered the atmosphere Saturday.

But Bill Warren, another Disney spokesman, said discussions on how to market the ride haven't even begun, so marketing executives aren't even considering at this point how the Columbia tragedy will affect their plans.

The company will likely play down the thrill-ride aspect of the attraction and play up reverence for the space program and the beauty and majesty of space travel, Spiegel said.

[PhantomBantam]

I personally can separate any amusement park ride with reality. I would, however, frown on that which can be purposefully fashioned to take advantage of infamous events.

I don't think Disney could do anything to the ride/attraction that could possibly make me reflect upon them (Disney) in a negative way concerning the circumstances of the Columbia tragedy other than re-naming or directly marketing the attraction as a Columbia related project beyond the generality of its space exploration subject.

To be honest, I don't even think a memorial would be appropriate for the area in or near the ride facility, as it will have no connection with the Columbia tragedy and no need to remind visitors of the event. There are places and times for such things and I don't believe the lobby of an amusement park ride is the place for it at any time.

[NikkiLUVSMickey]

I don't think Disney should delay the opening of the ride. Instead, the opening should include a mention of ALL space tragedies (Apollo, Columbia, Challenger, and the lost Russian cosmonauts) and the ride should be dedicated to these men and women.

It shouldn't be touted as a thrill ride, but a chance to experience what asotronauts experience, without the inherent risks taht they so courageously take.

[trishb]

Isn't that interesting. I found out about the Columbia tragedy after breakfast at the Yacht Club Galley. My family and I watched the footage from Martha's Vineyard (deja vu...that is where I watched the events of 9/11).

Anyway, on that same day I saw Mission:Space for the first time. I was nostalgic (and sad) when I saw the Space Shuttle protrayed in the architecture.

I think that we should learn from this tragedy and move foreward.

[brumcg]

Really interesting question, Mickey...

Personally, I'm totally with PhantomBantam. In fact, had I not read the article, I would never have linked the tragedy with Mission: Space. That said...it's only a personal opinion.

In Disney's shoes, they've been put in a position where they aren't going to make everyone happy, so they are going to have to make the decision that the least amount of people will hate. Since they haven't announced a hard opening, it would be easy to wait a few months and no one would ever really know. I believe the longer they wait, the less extreme reactions will be.

I think a memorial would be a mistake, but a dedication to all astronauts/cosmonauts would be appropriate. After all, many of us would love to do what they do, and this ride is a way of playing out that fantasy.

Hmmm...it's a shame this just can't be a thrill ride, isn't it?

Bruce

[Amneris]

Personally, I agree that the lobby of the ride isn't the place for a memorial. I live on the Hudson and the last thing I wanted to see at Disney was the WTC flag!!! I want to ESCAPE all the frightening world chaos when I'm at Disney, to lull myself into feeling safe and happy in a way that I cannot do where I live and when I vist NYC. I never would have connected the ride with the Columbia any more than with the Challenger. I would not want a park exploiting a tragedy -- either making it trival or going over board to show how "sympathetic" they are -- just to draw visitors, but I also don't want the park going rather overly PC and making it into something its only loosely connected with.

[ilvminnie]

Originally posted by NikkiLUVSMickey
I don't think Disney should delay the opening of the ride. Instead, the opening should include a mention of ALL space tragedies (Apollo, Columbia, Challenger, and the lost Russian cosmonauts) and the ride should be dedicated to these men and women.

It shouldn't be touted as a thrill ride, but a chance to experience what asotronauts experience, without the inherent risks taht they so courageously take.

I totally agree Nikki. I think a memorial to all souls lost in space exploration would be appropriate, but shouldn't necessarily be huge & obvious. Something someone could find if they were interested, but not a downer for the vacation ride experience. I think Disney should open the ride as soon as it is ready. I know NASA will fly again as soon as they are ready. The challenges, excitement & exploration aspects should be the focus just as it is to the realy life astronauts.

[Cinderellafifi]

I, too, would not have linked the two. I do not think this tragedy should delay Disney's plans. If there is already a planned memorial, of course Columbia should be added. If there isn't, well, I would honestly have to experience the ride, i.e., the lobby and line area and the mission, before I would have a real opinion.

As was also mentioned, we all to Disney for escape. While I don't think the parks should overlook the real world, let's not be drowned in it.

Very good topic, Mickey! :)

[soxmets]

This is a great "food for thought" type of question. Disney, as far as I know, did not close Space Mountain...likewise they should open "Mission: Space" on time. With Americans still on the space station, I suspect not even NASA will keep the shuttle fleet grounded for long. By the time the new ride is open, the shuttle loss I am sad to say will not be on the front burner. :)

[Goofette]

You make a good point soxmets. I hadn't thought about Space Mountain, just like I didn't think about Mission Space until the Article. I believe they should go ahead with the scheduled events. And I personally agree with Amneris, I want to go to WDW to escape my own reality and the fears I face in the real world. Disney has always been tactful in these matters, so I'm sure once again, they will also be with this tragedy.

[Michael Darling]

I'd wager to say that the majority of guests won't even connect the Columbia incident with the attraction. I've had a poll running on my website regarding September 11th and the Tower of Terror, and most visitors never thought about the two being connected in any way.

Of course, Mission: Space will be a little easier to connect to Columbia, but I don't think it'll bring up too many emotions.

I don't think that several months from now would be too early to open the attraction, but if it were due to open tomorrow I would have to say that the memories and pain of Columbia are still fresh in everyone's minds and it would be in very poor taste to open right now. In my opinion, this summer, or late spring even, would be appropiate.

[Main Street USA]

I agree there. I'm not seeing a huge connection between the ride and the reality of the situation last week. Of course, Disney has to address it and figure out the best way to handle it from a PR standpoint.

As horrible as that tragedy was, I think those who would find opening of this ride inappropriate are being a tad too sensitive.