Volume 2, No. 6. March 22, 2002
New heights
The issue never was about tip-toes.
Disneyland in Anaheim, California, wanted to create a high-tech height check
as a time management service for guests. So, the Imagineers sought to replace
measuring stick-carrying cast members with something new and cool, and effective,
too.
"We've taken technology and applied it so that guests understand as they start
their day what they can do and what they can't do for the remainder of the day,"
said Jim MacPhee, vice president of attractions and guest service operations
for Disneyland Resort.
His team began testing
the new ultrasound unit, located at the park's information board in the entry
plaza, on December 5. As children stand against a pole, the device shoots an
ultrasound beam between the pole and the child's head to measure his or her
height, calibrating five to 10 times to ensure an accurate reading, MacPhee
said. The reading then automatically triggers a color-coded light that corresponds
to a Disney character on a wristband the child can wear. White—Mickey Mouse—lights
up for individuals less than 35 inches (89 centimeters), yellow/Minnie Mouse
35 to 40 inches (102 centimeters), blue/Donald Duck 40 to 46 inches (117 centimeters)
and green/Goofy above 46 inches. Eventually the attractions themselves will
have corresponding color-coded signage, MacPhee said.
Ultrasound, MacPhee
said, "takes any subjectivity out of it," and that is as much a perception issue
as a purpose for using it. Castmembers carrying measuring poles could ensure
children stayed flat-footed and accurately judge their heights, but using technology
removes even the notion that such calls are incorrect. Adding the color coded
lighting system makes the measuring experience more fun for the family, too,
as castmembers can remark with surprise, "Oh, look you're a green!" And the
wristband serves as a Disney keepsake for the children. "The wristband is quite
the collector's piece right now," MacPhee said.
The device's primary
mission, though, is to save guests time and heartache. By measuring at the start
of their day, families know what attractions to target and what to avoid. It
also precludes approaching an attraction with the promise of riding and then
learning at the entrance that the child is too short, a scenario usually resulting
in tears, pouts and implorings from children and parents alike. For these reasons,
guests have been reacting to the measuring station as "a great experience,"
MacPhee said. "The reception we've received from guests is an indication that
it's another great tool, like Fast Pass, to plan their day here."
Measuring stick wielding cast members remain at the individual attractions as Disneyland fully phases in the program. MacPhee said more units are planned throughout the park, and the program will begin rolling out in Disney's California Adventures by the end of this month.
