This is a very self-indulgent post.
I can see some people reading the title of this and reacting thusly: “Fix Galaxy’s Edge? It just opened, it doesn’t need fixing! Why, the new area of Disneyland is so popular, they are selling out of merchandise!”
That may be true, but just because something may be popular (and lots of people are saying it’s not) doesn’t mean it doesn’t need fixing. And based on what I’ve read and seen (from many many videos and articles). It needs some TLC. And fast.
While it is still early days, and the second “East Coast” version of the new land has not yet opened at Walt Disney World, the buzz is… not good. Mostly it’s “Meh.” Galaxy’s Edge currently has only one ride, Smuggler’s Run, which many call more a glorified video game than an true ride – also, it’s based on the smash-hit film… umm… Solo: A Star Wars Story. Others have complained that the area is more of a shopping center/”space mall” than a must-see destination for the casual fan. Finally, the decision to use only the characters in the “new” Disney-produced films has made many fans go “NMSW” (Not My Star Wars) and they are not showing up.
So, being a user experience designer (formerly of Microsoft) who is also an obsessive Disney Parks fan (and a hard core old-school Star Wars fan), here’s my suggestions on how to “fix” Galaxy’s Edge – to bring back the NMSW fans, to give fans the type of experience they expect from a theme park, and to help Disney recoup their multi-billion dollar investment
1. Split the land in two. Have one half be classic Star Wars, original trilogy. The other half, “nu” Star Wars. Make the classic Star Wars be more of a “real” theme park, with elements of what people expect (like music, and character meet and greets – see below).
2. Retool the Rise of the Resistance Ride (yes, I know, it hasn’t opened yet) to feature the classic Star Wars characters. Have Darth, Chewie, and most important have HAN as a face character. Set it during the original trilogy and use the classic Stormtrooper armor.
3. Have character meet and greets in the “classic” Star Wars section of Galaxy’s Edge. And use the characters fans want to see there – again, Han, Luke, Chewie, Darth, Leia.
4. The $200 lightsabers have gotten some bad press, especially when some of them stopped working immediately. Have a “discount” store, with much cheaper merchandise in the “Classic” Star Wars section. It provides an opportunity for the cash-strapped, and helps counter the negative buzz that the park is “overpriced,” Heck, have it run by Jawas!
5. BRING BACK STAR WARS WEEKENDS. Right now, fans can’t wear costumes in Galaxy’s Edge – even costumes they buy IN THE LAND. Bring back Star Wars Weekends, and set it up so fans can wear costumes JUST THAT WEEKEND, as long as they wear a special arm band provided by Disney. Make it a hard ticketed event even… It will help get some goodwill back from fans (like me) who loved Star Wars Weekends. Do special meet and greets or merch JUST for the people who paid for the arm band or access. Just don’t have Darth Vader dancing, please.
6. Make a New Jedi academy. Bring some of the VR tech from The Void in and make that what the kids wear. Heck, you can buy “off the shelf” tech to do this RIGHT NOW. Make it easy for the kids and find a way to project on a big screen what the kids are seeing so people can watch.
7. Play Star Wars music! The lack of ambient music in Galaxy’s Edge is weird and distracts people. Come up with some “in universe” reason to play it, but if you are in a Star Wars Land PLAY THE BLOODY MUSIC. If need be, just put this in the “classic” section, because that is where all the “classic” Star Wars music should fill the air.
8. In the “Nu” Star Wars section, do a big CREATURE meet and greet. Imagine having a weird alien creature that you can have a picture taken with, like in Universal with the Raptor Encounter. Use puppetry and tech to do something unforgettable – like a Tauntaun or a Wampa.
9. Have street music! Look at what they have done in Pandora. Have the performers play music in the “Nu” Star Wars area, and have them sometimes play themes the viewer recognize as… familiar (i.e. the Star Wars theme).
10. Broadcast “in universe” announcements, which will drop injokes and easter eggs. Think the announcer from MASH. “Mr. Jaxxon, report to Docking Bay 94” Stuff like that. It’ll make it more immersive even for casual fans.
There you have it, ten ideas to bring back the old-school fans, make Disney a lot more money, and make a more engaging park for Star Wars fans of all ages. What do you think, sirs?