Hogwarts at Universal Theme Park
I just returned from three days in Orlando with my Millennial age kids, 16 and 19 years old. We specifically went to see Universal’s new Wizarding World of Harry Potter theme park which just opened June 18. Our package included four nights in a hotel so we also visited Sea World and the Magic Kingdom.
The shocking news is that segmentation works – they LOVED Harry Potter land and were bored by Shamu and Disney World. Both kids agreed that the Harry Potter park was by far the best and worthy of the better part of the day we spent there.
What made Harry Potter, which represents just one section of Universal’s Island’s of Adventure theme park, so riveting?
The answers provide some clues for marketers wishing to engage this demographic:
1. Technology is used subtly, as a means — not an end.
Unlike other rides and adventures we experienced, the technology at HP was nearly invisible, it served the magic rather than called attention to itself. In fact, the charm of the place was that state of the art technology enabled an ‘enchanted’ almost 19th century experience. The SpiderMan ride, with its in your face 3-D effects, was more impressive to me. They preferred the Journey in Hogwarts with the simulated flight which was probably more technologically advanced but less obtrusively so.
2. Authenticity and careful attention to details.
Universal deserves great admiration for carefully studying the JK Rowling playbooks (volumes 1-7). My kids noticed every detail from the taste of the Butter Beer ($9.99 each including souvenir mug) to the shrunken heads behind the bar which played a key role in one of the stories. Our ride on the enchanted bench at Hogwarts started with a puff of ‘floo powder‘. The themed merchandise was especially well-considered. We actually purchased five ‘wands’ at $28 apiece as each reflected the personality of its fictional owner – Snape, Dumbledore, Hermione, etc.
3. Immersive and involving.
Visually the place captivates you from the moment you walk in. Music from the movie sound tracks enhanced the sense that we had been transported to another place and time. It should have been hard to believe there were pine trees and snow in the middle of Florida in August, yet the fiction that we were actually at Hogsmeade visiting the shops in an ‘enchanted’ winter was profound. Other than the crowds, it really felt like Hermione and Ron were going to appear any minute. At Ollivanders Wand shop, the salesperson (I’m sure my kids would know his name) actually helped a young man select his wand, or should I say, helped his wand select him. Eating ‘cauldron cakes‘ while watching the moon rise over Hogwarts is a memory we will carry for a long time.
4. Employees looked like they were having a good time.
Despite enduring oppressive heat and humidity while wearing costumes that featured capes and wool vests, the young workers — many who are actually from England — seemed to be enjoying the fun. There was a dignity to their jobs that was missing at the other parks. They didn’t look ridiculous, liked they’d checked their dignity at the door. Many spoke of the place with pride.
5. Diverse, multi-generational appeal.
Unlike the other parks which were populated almost entirely with U.S. families with young children, Universal’s Harry Potter theme park was more demographically diverse. There were more different ethnic groups represented and we heard more different languages. There were also more teens and unaccompanied adults at Harry Potter.
6. Connect with their childhoods.
Harry Potter was a big part of Millennials’ young lives (See earlier post, “Growing up with Harry Potter“. Being at the theme park allowed them to relive some of the fun. As we strolled the park, each detail seemed to unlock a pleasurable memory. I was stunned to learn that both kids insisted that when they were 11, they were convinced they’d be receiving an Owl Post informing them that they were really wizards and inviting them to Hogwarts. They each report experiencing crushing disappointment when it never arrived. On the back to the hotel they sang songs from Harry Potter Puppet pals.
Our only complaint is that the Wizarding World of Harry Potter wasn’t a little bigger. Perhaps that will come in time? When it does, we’ll be sure to go back.
