Immersion seems to be a polarizing topic for theme park fans. Some LOVE it; they want to fully live in the world’s they’re visiting. And others…just kind of think it’s silly. And in some cases, they’ll say it can arguably make the theme park experience too complicated or even worse. So, where’s the happy medium? Let’s talk about some recent examples and see what the reception has been.
(PS – in case this term is new to you, immersion in a theme park context talks about the extent to which you are inserted into a storyline/removed from reality in a park area. So for example, there’s just visual immersion – an area being themed to something, all the way up to full immersion – where guests are expected to take on a character and act out a storyline.)
First, let’s look at Galaxy’s Edge. While the land originally teased a LOT more immersion (with Disney saying things like “your choices have consequences here” and plans for fight sequences happening all around), much of that never came to fruition. The extent of immersion here is in the language. Galaxy’s Edge has its own vocabulary, calling money “credits” as a quick example.
But even that has been toned down a lot from when the land first opened. A few cast members I know reported that when they used the lingo, guests would just give them blank stares. Some even got annoyed. And of course, many got a chuckle out of it (I’d say I fall into that camp). But over time, cast members softened using some of these terms – or would defer to standard English terminology after the first attempt with a guest left them confused.
Disney also dabbled into immersion to a more extreme degree with the Galactic Starcruiser at Walt Disney World. This two-night role playing hotel experience simulates a spaceship in the outer rim of the Star Wars galaxy, with guests going on personalized missions and embedding themselves deeply into the world.
 Source: Wikipedia
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The Galactic Starcruiser is closing at the end of this month, after about a year and a half of operation and consistently low occupancy. Most are quick to blame the overwhelming price tag of the experience, which is of course a huge factor. But I also wonder if the immersion was just too much. Do you really want to sleep in crammed bunks, go without looking out a window for 48 hours, and be “in character” 24/7? For some devoted fans, of course. But for the average theme park visitor? Probably not.
 Source: Conde Nast Traveler
Finally, let’s take a look at a non-Disney example. In the California version of the Wizarding World of Harry Potter at Universal Studios, the land depicts Hogsmeade, the only all-wizard village in Britain nearby Hogwarts School. Fitting for a little village, the shops within it are tiny – making them frustrating to navigate and hard to find merchandise you’re looking for. I would consider this light immersion, but still immersion in the sense that it’s a deviation from a “typical” theme park experience.
Like Galaxy’s Edge, I have firsthand experience with this example, and I loved the look but truly hated the experience. It was really, really frustrating to maneuver through the shops, and it wasn’t a particularly packed day either. They should’ve followed Main Street USA‘s example; have exteriors that look like separate shops and open up the interior so crowds can actually move around.
 Source: Universal Hollywood Events
So, back to the question I posed in the title of this post: how much immersion is too much? This is obviously a highly subjective question (thus this post being filed under “opinion”), but I’d say for me, Galaxy’s Edge has the balance right. You’re not trapped being “in character” 24/7, but you can still use the lingo if you want to and feel like you’re part of a story. The marketplace looks like a real Star Wars location, but the shops are open air and designed for crowd flow and a more comfortable shopping experience. You can have firsthand experiences (like piloting the Millennium Falcon or building your own lightsaber), or you can take a passive approach and eat, shop, and visit the rides.
There will always be guests that want more immersion, but clearly the Galactic Starcruiser shows they don’t want it badly enough to shell out thousands of dollars. I’m sure that the immersion experimentation in theme parks is just in its infancy, but for now – I think a little but goes a long way.
This is a really interesting question! I think people want to feel immersed in their favorite stories, without feeling pressure to interact in a certain way or use the right terms. If you want to be more active in participating you should be welcome to, but I think the pressure to participate and to do it correctly intimidated a lot of people about Starcruiser.
I was reading about the new Frozen land at Hong Kong DL and it looks like they really got it right—you feel like you are walking through arendelle but you can just enjoy the setting, dining, and rides. You don’t have to participate in quests or use correct terms. I wish we could get a duplicate of this land in the US parks!
I would LOVE to go to Frozen land. The pictures look incredible!!!
I think another park that should be looked at for its immersion is Knott’s Berry Farm and their Ghost Town Alive. It is a happy medium I think between the cruiser and Harry Potter. Disney started testing the waters early for Galaxy’s Edge with Legends of Frontierland back in 2014, and learned a lot. However the man behind that, Ken Parks, took the idea over to Knott’s where it has succeeded greatly, winning awards and being extremely profitable for the park. It had been so delightful and set the bar high for Galaxy’s Edge which fell flat for me when it opened. I think the lingo of “Bright Suns” and such was just a little too much, especially when things like “Hello” are just fine in the world of Star Wars, as many characters say it.
The immersion for Ghost Town Alive is I think better managed too. It’s seasonal (running Memorial Day through Labor Day), has a tight knit cast, and includes a range of options. The days last about eight hours, leaving time for Guests to enjoy the rest of the park, and come and go, participating in as much or as little as they want, unlike Galactic Starcruiser, which also was just too much darn money! And I say that as a Star Wars fan! I think Disney just saw dollar signs and took everything they had planned for GE and put it into the cruiser and now they regret it.
I hadn’t heard of Ghost Town Alive! I’ll have to check it out. Super interesting back story about Ken Parks.
I think it’s fabulous, but it’s also not everyone’s cup of tea. I describe it as a real life, family friendly version of Westworld. Basically it’s an eight hour structured improv, with various scripted beats that take place at specific places and times.
Each “citizen” in town has a role they play with their own story, and it builds over the course of the day. Then visitors to town get to play a role within those stories. There is a sheriff’s office where you can become a deputy, various outlaws, whose gangs you can join, and more. There is also a newspaper that gives guests recaps of events that happen throughout the day. So say you stop for lunch and miss something, typically a paper will inform you. And visitors can be reporters too, verbalizing their findings or accounts of events to the newspaper, and the folks at the newspaper who will put it in the paper, making for a fun, personalized, and free souvenir. There is often an election that takes place, where you get to vote, and the outcome can change based on that voting. There are also old fashioned games where you can have fun.
The day ends with a hoedown, and the dances are taught to the visitors, and usually the outcome of the main plot point of the day is revealed.
Each day from the beginning to end is more or less the same, but each year has built on the last. Unlike other parks where there are multiple of characters, there is only one of each town citizen. For example, there is only one doctor in town, but his role can also be acted out by the barber, allowing for citizens to have days off. There are multiple school teachers and reporters, but their names are all individual to them.
It’s something I highly recommend checking out next year. But in the meantime there are lots of videos on YouTube showcase elements.
I love being surrounded by something convincingly otherworldly… a realistic (in terms of it being convincing) atmosphere. But I’ve never been good at roll-playing, and am certainly at an age where I can’t be bothered to learn. Galaxy’s Edge sounds just about right.
I agree – maybe it’s lame on my part, but I just don’t care enough to pretend I’m a character. Give me the stunning detailed scenery – and then I’m good. haha.