How Comfortable are Americans with Disney-Related Activities?

by Ray Keating

Analysis

DisneyBizJournal.com

August 12, 2020

In this era of the coronavirus and shutdowns, entrepreneurs, CEOs and managers need to keep a close eye on what consumers are comfortable or not comfortable doing – and that includes visiting amusement parks, like Walt Disney World and Disneyland, going to the movies (when is Black Widow arriving in theaters, again?), and so on.

Morning Consult regularly takes the temperature of Americans regarding their comfort levels with assorted pastimes. The survey basically covers 14 undertakings, and the pollster asked if people were comfortable doing such things now, and when in the future would they feel comfortable doing so. Given the expanse of the Walt Disney Company’s business portfolio, six of these activities pertain directly to the House of Mouse, that is, going to an amusement park, going out to eat at a restaurant or cafe, going to the movies, heading to a work conference, attending a theater performance, and going on vacation. (Other undertakings that people were polled on also pertain to Disney’s businesses – such as attending a concert, going to a shopping mall, traveling abroad, socializing in public places, going to a sporting event – but for now, we focused on the following activities that, again, were more directly tied to Disney.)

Visiting an Amusement Park. When Morning Consult asked U.S. adults about how comfortable they are going to an amusement park now (the most recent survey was taken over August 4-7 and released on August 10), 17% said they were “very” or “somewhat” comfortable. In contrast, 76% said they were “very” or “somewhat” uncomfortable.

Looking ahead, when asked “Based on what you know about the coronavirus, when would you feel comfortable” going out to an amusement, 8% said in the next two weeks, a total of 20% said within the next three months, and 31% within six months, while 43% said more than six months from now, with 25% saying they didn’t know or had no opinion.

That’s a troubling breakdown, reflecting a significant degree of uncertainty and caution – as is the case, to varying degrees, with the rest of the activities about which people were polled.

Eating Out. Morning Consult asked about how comfortable Americans are going out to eat now. Thirty-six percent (36%) said they were “very” or “somewhat” comfortable. In contrast, 59% said they were “very” or “somewhat” uncomfortable.

Looking ahead, when asked “Based on what you know about the coronavirus, when would you feel comfortable” going out to eat, 25% said in the next two weeks, a total of 48% said within the next three months, and 60% within six months, while 24% said more than six months from now, with 16% saying they didn’t know or had no opinion.

Going to the Movies. Morning Consult asked how comfortable U.S. adults are going to the movies now. In response, 19% said they were “very” or “somewhat” comfortable. In contrast, 75% said they were “very” or “somewhat” uncomfortable.

Looking ahead, when asked “Based on what you know about the coronavirus, when would you feel comfortable” going out to the movies, 8% said in the next two weeks, a total of 27% said within the next three months, and 40% within six months, while 39% said more than six months from now, with 20% saying they didn’t know or had no opinion.

Going to a Work Conference. In response to the question of how comfortable U.S. adults are going to a work conference now, 18% said they were “very” or “somewhat” comfortable. In contrast, 67% said they were “very” or “somewhat” uncomfortable.

Looking ahead, when asked “Based on what you know about the coronavirus, when would you feel comfortable” going out to a work conference, 9% said in the next two weeks, a total of 24% said within the next three months, and 34% within six months, while 35% said more than six months from now, with 31% saying they didn’t know or had no opinion.

Remember, if you’re in the hotel and resort business, which Disney obviously is, then you’re in the conference business.

Attending a Theater Performance. When asked how comfortable they are going to a theater performance now, 14% of U.S. adults said they were “very” or “somewhat” comfortable. In contrast, 77% said they were “very” or “somewhat” uncomfortable.

Looking ahead, when asked “Based on what you know about the coronavirus, when would you feel comfortable” going to a theater performance, 7% said in the next two weeks, a total of 20% said within the next three months, and 31% within six months, while 43% said more than six months from now, with 25% saying they didn’t know or had no opinion.

Don't forget that Disney has shows that make their homes on Broadway.

Taking a Vacation. When asked how comfortable they are going on vacation now, 30% of U.S. adults said they were “very” or “somewhat” comfortable. In contrast, 64% said they were “very” or “somewhat” uncomfortable.

Looking ahead, when asked “Based on what you know about the coronavirus, when would you feel comfortable” going on vacation, 14% said in the next two weeks, a total of 33% said within the next three months, and 46% within six months, while 36% said more than six months from now, with 19% saying they didn’t know or had no opinion.

The better news for a company like Disney (understanding that none of this is good news) is that the eating out and going on vacation numbers came in the best in this group. For example, in terms of eating out, 36% of Americans are comfortable now and 60% expect to be so within six months. As for going on a vacation, 30% are comfortable now, and 46% expect to be within six months. 

Eating out and taking a vacation are pretty broad categories, however, that can cover an assortment of undertakings. When one focuses on more detailed activities, the outlook becomes even more troubling for Disney. 

• As for going to amusement parks, 17% of Americans are comfortable now and only 31% expect to be so within six months. 

• As for going to the movies, 19% of Americans are comfortable now and 40% expect to be so within six months. 

• As for going to a work conference, 18% of Americans are comfortable now and just 34% expect to be so within six months. 

• As for going to the theater, 14% of Americans are comfortable now and only 31% expect to be so within six months. 

Air Travel. For good measure, toss in the result from another poll that clearly relates to Disney. On August 6, Gallup reported poll results on Americans’ views on air travel, noting that “about half of American adults who flew at least once a year before the pandemic (52%) currently say they would not be comfortable flying. This figure varies significantly by age and political affiliation; most notably, 69% of American air travelers aged 55 and older say they would not be comfortable flying, compared with 33% of those aged 18 to 34.” The age issue is worth highlighting, given that, as Gallup observed, “baby boomers and retirees are important market segments for leisure travel.”

Also, the length of travel comes into play: “When asked whether they would currently be comfortable taking flights of various durations, almost half say they would be OK with taking one that lasted less than two hours (44%) or two to three hours (47%). However, this figure drops to just over one-fourth (27%) for flights lasting four to six hours and to about one-fifth (21%) for those longer than six hours.”

Disney and other companies have to be ready for when vaccines and therapeutics arrive in the marketplace, and consumers get back to normal. Until then, managing theme parks, movie releases, theater performances, hotels and conferences, and restaurants promises to be a significant challenge, requiring innovation and agility. Oh yeah, there’s always Disney+.

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Ray Keating is the editor, publisher and economist for DisneyBizJournal.com, and author of the Pastor Stephen Grant novels. He can be contacted at  raykeating@keatingreports.com.

Also, get the paperback or Kindle edition of Ray Keating’s new book Behind Enemy Lines: Conservative Communiques from Left-Wing New York.