One size may be able to fit all

Smaller groups can now do a park buyout by sharing it with other similar-sized companies. Find out how Hong Kong’s Disneyland caters to everyone

Disney Halloween
Disney Halloween

Event brief
Hong Kong Disneyland Resort has introduced a Corporate Mix-in Night for companies (with at least 500 guests) to share the park with other business groups of similar size, on select dates. This is in addition to a park buyout package that caters to groups above 6,000.

For example, on October 1, 2016, its Mix-in Night hosted 10 different organisations from a mix of industries, such as chemicals, technology, construction, banking and insurance, and education. In total, there were about 13,000 guests, and group sizes ranged from 500 to 3,000. Participating companies made use of the buyout to hold corporate gatherings and team-engagement activities, while thanking their staff and partners.

Aside from enjoying private access to Toy Story Land, Grizzly Gulch and Mystic Point from 17.30 onwards, there were a series of exclusive buyout entertainment offerings such as a preview of Disney Halloween Time, and Star Wars: Tomorrowland Takeover, where children in the group were able to hone their lightsaber skills with Jedi masters to confront Darth Vader and Kylo Ren at the Jedi Training: Trials of the Temple session.

To create a holistic Disney experience, hotel, F&B and shopping discounts were offered to all guests.

Challenges
There was no single formula to fit all clients and the park had to tackle with various requests from the 10 companies.

For example, four groups chose to upgrade the tickets to full-day tickets while the rest ran their programmes at the buyout pre-set time of 16.00 to 23.00.

Special arrangement also had to made for ASM Technology, the second largest group, where spaces were reserved for the children in the group to participate in the Mickey & Friends Costume Party.

As well, a 30-minute company programme – which involved a march-in of VVIPs accompanied by Disney characters, followed by speeches and a lucky draw – had to be arranged for the largest group at Storybook Theater. It then ended with the Mickey and the Wondrous Book musical.

Meanwhile, the park also made reservations for a VIP room in City Hall, to facilitate a Facebook live video for a group from Standard Chartered. The group also conducted a lucky draw, which was done in front of a Disney Halloween Time backdrop.

Another challenge for the Mix-in night was that reception counters at designated locations had to be arranged, and manned by the various companies’ own staff, for registration and the distribution of tickets.

Solutions
Tailored treatments can be creatively arranged according to group, enabling companies to better brand their event and provide a unique experience for their stakeholders, despite having to share the park with other groups.

Key takeaways
The Corporate Mix-in Night programme has lowered the threshold significantly, and this makes a buyout event accessible to more companies. Hong Kong Disneyland Resort is encouraged by the results, and hopes to explore more opportunities by applying this concept to other seasonal events.

Event: Corporate Mix-in Night
Organisers: Hong Kong Disneyland Resort
Venue: Hong Kong Disneyland Resort
Date: October 1, 2016
Number of participants: 12,880 guests

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