Disney rarely suffers major, expensive flops in its theme parks segment. But the company just took a big loss with its announced closure of the Star Wars Galactic Starcruiser at the Walt Disney World Resort.
The company said last month that it will close its award-winning “Star Wars hotel” this fall, just a year and a half after the property opened in early 2022. Star Wars Galactic Starcruiser is a two-night interactive experience that is meant to simulate a cruise in space, with character encounters and a “port call” to the Star Wars: Galaxy’s Edge land in the Disney’s Hollywood Studios theme park. It’s pricey — costing up to $6,000 for a family of four.
That cost limited the potential audience for Star Wars Galactic Starcruiser, which already was limited by Disney’s choice to design the Starcruiser as an extended, immersive experience aimed at Star Wars’ most dedicated fans. As such, Star Wars Galactic Starcruiser’s commercial failure should endure in the memories of industry insiders as a lesson in the risks of overdesigning an attraction.
The most successful themed entertainment works on multiple levels. It rewards dedicated fans with deep levels of detail and plenty of immersive opportunities, while also providing entertainment for casual observers who know none of the backstory and have zero desire to play any active role in the experience. That way, the attraction can feel accessible and rewarding for all, regardless of anyone’s previous level of engagement with the IP.
This all reminds me of the Adventurers Club in Disney World’s old Pleasure Island nightclub district. That also was an interactive experience, which I tried once, never to return. It just felt too intimidating to be asked to jump in and start playing an improvised role as soon as I entered the club.
Casual fans need an opportunity to watch and get oriented before jumping in, or just to watch and be entertained without participating. If the idea of spending a couple of hours in the Adventurers Club intimidated me, I can’t imagine how many people felt daunted by spending two days on a simulated space voyage aboard the Star Wars Galactic Starcruiser.
Look, I love that this two-day lock-in existed for people who wanted it. But in hindsight, that was a niche market for a pop-up experience, and not a permanent installation. Once Disney burned through the dedicated Star Wars fans with thousands of extra dollars to spend, the Starcruiser had no viable future.
Disney’s experience also goes to show the brilliance of Knott’s Berry Farm’s Ghost Town Alive. That’s how you do an enduring role-playing experience. Put it outside, where visitors can just watch until they’re ready to play. And don’t overdo it. Knott’s makes Ghost Town Alive a limited experience by running it only on select summer days. That, along with Knott’s affordable entry cost, has helped make Ghost Town Alive a commercial success that keeps fans coming back, year after year.
Unlike Disney’s Star Wars Galactic Starcruiser.
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