Bloomberg: Disney World’s MyMagic+ Digital Wristbands Boost Guest Spending In 1st Trial
Disney‘s MyMagic+ wristbands sparked some controversy when the program was first promoted back in January, but testing at Florida’s Walt Disney World has shown positive results. At the Allen & Co conference in Sun Valley this week, Parks division chairman Thomas Staggs told Bloomberg that 1,000 people recently took place in a trial, which led to increased spending. Staggs offered few details, but said the “MagicBands” showed that guests spent more than the average because they had fun with the technology. The digital wristbands enable park visitors to upload personal information designed to enhance their experience by allowing them to reserve time on rides and in restaurants. The wristbands also act as admission tickets, hotel room keys and credit cards and, notably, allow the parks to track guest interaction and purchasing behavior. Further trials are planned before the bands expand throughout Walt Disney World by the end of the year, Staggs said. When Disney chief Bob Iger first unveiled the initiative, a Massachusetts congressman raised concerns about children’s experiences at the parks being manipulated through the use of their personal information. Iger responded that his suggestions were “ludicrous” and “utterly ill-informed.”
Related: Bob Iger Calls MagicBand Criticism “Ludicrous”
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