changes to prepare for the Millenium. EPCOT – - the Environmental Prototype Community of
Tomorrow – - was created to be on the cutting edge of technology. Over the years, attractions at
the park and technology in the attractions have become dated. When I was working at EPCOT,
several different projects were going on and attractions were shutting down for refurbishment,
meaning something new was coming to EPCOT.
Also, this theme park is the location of the Walt Disney World Millenium celebration.
Kicking off on October 1st, 1999, the celebration extends for 15 months, until 2001. All resorts,
comprising more than 65,000 rooms, were sold out from October 1999 through February 2000
over a year in advance. EPCOT is receiving a face lift, and it will not be recognizable after all
construction is finished. Walt Disney World Imagineers are responsible for all of these changes,
and it is through their inspirational designs that guests are kept in a constant state of wonderment
and fantasy. I can t begin to describe the feeling of being a part of such an industry.
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HOW THIS INTERNSHIP RELATED TO ILLINOIS STATE UNIVERSITY
Marketing Management
One of the main concepts from a class I took at Illinois State University was evident in the
activities at EPCOT. I got a chance to shadow managers, following them around and learning
more about their daily activities. I learned from them about the strategy EPCOT managers had
for ensuring Guest Service Excellence. Cast members are much like marketing representatives,
available to facilitate the guests enjoyment of the park by making hard-to-find products accessible
and providing directions and suggestions to help the guests see more of the park before the day is
through. We play a part in this distribution of goods by leading guests to the products in which
they are interested. We play promotional roles by telling guests about events happening in the
next couple of days or occurring in different parks throughout Disney World. Custodial Hosts
and Hostesses are in the best position to assist guests, because these cast members are throughout
the park and are very accessible to guests with questions.
International Marketing
I am happy I received the opportunity to play at EPCOT, because the crowd tend to be
more international because of the different countries represented in the World Showcase. I had
just taken an International Marketing class in the summer of 1998, and this was the perfect
opportunity to witness how different cultures behave as consumers. I very rarely interacted with
someone without a noticeable foreign accent, and it was interesting to see how they behaved in
the parks. Brazilian tour groups were a common sight, as they often numbered close to one
hundred strong and could be easily spotted by common brightly colored tee-shirts or heard
through Portuguese songs they sang. These children often purchased Disney hats and light wands
to further establish themselves as a group as they had fun together in the park. Marketers would
be interested in this information, perhaps to put together packages for such tour groups in the
future.
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Another nationality that was often represented came from Great Britain. English guests
sought out fish and chips for their meals, real tea or coffee, and they were often tickled to find
out that the Royal Crown Pub located in the United Kingdom Pavilion supported Sky television, a
special channel brought to Disney via satellite. Accommodating such cultural conditions is what
sets Walt Disney World apart from other theme parks. Cultural marketing is a very important
concept to keep in mind when marketing a service to the entire world. I found out that
Disneyland Paris had a little bit of touble with concept, and the problem was solved only after
getting French assistance in designing certain aspects of the park.
WHICH CLASSES WOULD HAVE ENRICHED MY EXPERIENCE
Foreign Language Classes
I am International Business and Marketing major, and I have had most of my marketing
classes required for my major. I feel as though these classes prepared me sufficiently to deal with
the marketing aspects of my internship. However, I would like to have had more language skills
than I possessed going down to Disney. I took three years of Spanish in High School and two
years of French in college. This was useful in communicating with guests, but a better grasp of
these languages would have open the doors to communication a bit wider. I would have been
able to better serve customers and estabish more solid relationships if I could have spoken their
native language – - representing the magic of Disney.
I did have someone tutoring me with my Spanish skills, and cast members from the
Moroccan Pavilion were teaching me Arabic and French. In fact, I have been back to see my
Moroccan friends already, and they continue to help me with Arabic, especially since Illinois State
University doesn t currently support an Arabic language program. Other than underdeveloped
linguistic skills, I feel that I was sufficiently prepared to work under the requirements and terms of
this intership.
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NOW IT S TIME TO SAY GOOD – BYE . . .
All things considered, this is an invaluable internship experience. It opens up college
students to a world of opportunities and helps them understand just how large the world really is.
By coming into contact with such a diverse population, it becomes clearer just how important
internationally – and culturally – minded marketing programs are to the success of large
corporations today.
I also learned very valuable lessons concerning the service industry and how consequential
guest relations can be. If relations are good, the guests are much more likely to return, because if
relations are negative or underdeveloped, it s much more difficult to assess concerns, needs, and
desires of the guests. The Walt Disney World Corporation is truely an expert in providing
excellence in guest service and in entertainment. I am extremely pleased I got a chance to be a
part of the magic, and I plan on continuing to work on a Casual Temporary basis with Disney
indefinitely. They have always know just how to market their services to me, and I love being a
part of this corporation.