Shortly after Bob Iger's return, changes were rolling out at Disney's U.S. parks. The CEO is hoping to reconnect the Disney theme park die-hards and restoring their faith in the brand.
— It's been six months since Bob Iger canceled his retirement and stepped back into the top role at Disney to right a number of perceived wrongs under his handpicked successor, with one hovering right near the top: reconnecting with the Disney theme park die-hards and restoring their faith in the brand.
The perception among many fans is that Chapek had a “business first, customer last” mentality. Rising prices and reduced services rankled Disney devotees who felt that “the magic is gone.” “I think that in our zeal to grow profits, we may have been a little bit too aggressive about some of our pricing. And I think there is a way to continue to grow that business, but be smarter about how we price so that we maintain that brand value of accessibility,” Iger said during the Morgan Stanley Technology, Media & Telecom conference in March.
Iger's has attempted to protect Disney World's theme park district from a takeover by Governor Ron DeSantis. Disney sued DeSantis in late April, alleging the governor waged a “targeted campaign of government retaliation” after the company opposed a law critics call “ Don’t Say Gay.” Disney's legal filing is the latest salvo in a more than year-old feud between the company and DeSantis.
“We're listening to guest feedback and we're continuously working to improve the quality and value of their experience,” Iger said during Disney's most recent earnings call.
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