Disney adds inclusion to its key values, allows staff to wear jewellery and display tattoos | attractionsmanagement.com news
GET ATTRACTIONS MANAGEMENT
magazine
Yes! Send me the FREE digital edition of Attractions Management and the FREE weekly Attractions Management ezines and breaking news alerts!
Not right now, thanksclose this window
POST YOUR JOB ONLINE
Free ezine/digital edition sign up
Jobs   News   Features   Video    Products   Profiles   Magazine   Handbook   Advertise  
NEWS
Disney adds inclusion to its key values, allows staff to wear jewellery and display tattoos
POSTED 18 Apr 2021 . BY Tom Walker
Inclusion has been identified as the fifth "key" to Disney's famous set of values which have guided guest services for more than 65 years Credit: Shutterstock/George Sheldon

Credit: Disney
Our new approach provides greater flexibility with respect to forms of personal expression surrounding gender-inclusive hairstyles, jewelry, nail styles, and costume choices
– Josh D’Amaro
Inclusion named as fifth "key" to Disney's famous set of values
The four keys – safety, courtesy, show and efficiency – have guided approach to guest service for more than 65 years
New approach provides greater flexibility with respect to forms of personal expression
New rules cover gender-inclusive hairstyles, jewellery, nail styles, and costume choices; and allowing appropriate visible tattoos
Disney has added a fifth "key" to its famous set of values which have guided its approach to guest service for more than 65 years.

The four existing keys – safety, courtesy, show and efficiency – have been joined by inclusion, which will result in a visible change in the appearance of Disney's customer-facing staff, which the company refers to as "cast members".

Josh D’Amaro, chair of Disney Parks, Experiences and Products, said the move is part of the company wanting its guests to be able to see their own backgrounds and traditions reflected in the stories, experiences and products they encounter in their interactions with Disney.

"Our new approach provides greater flexibility with respect to forms of personal expression surrounding gender-inclusive hairstyles, jewellery, nail styles, and costume choices; and allowing appropriate visible tattoos," D'Amaro said.

"We’re updating them to not only remain relevant in today’s workplace but also enable our cast members to better express their cultures and individuality at work.

"Moving forward, we believe our cast, who are at the centre of the magic that lives in all our experiences, can provide the best of Disney’s legendary guest service when they have more options for personal expression – creating richer, more personal and more engaging experiences with our guests.

"This is just the beginning as we continue to work toward a world where we all belong – including a more diverse and inclusive Disney Parks, Experiences and Products. There’s more to do, but we’re committed to listening, learning and making meaningful improvements."

The Four Keys have traditionally been one of the first things that Disney cast members learn about when they join the company – and they are regularly reinforced throughout their tenure. Staff are also expected to know the values by heart and "live by them in their roles every day".

D'Amaro says that inclusion was identified as the "perfect fifth key", following a consultation with staff which began in 2019.

The aim of the consultation was to bring a greater focus to "inclusivity and belonging" for its cast.

"When we asked our cast how we could better cultivate a culture of belonging, they suggested the addition of a fifth key: the key of Inclusion," D'Amaro said.

"Like The Four Keys before them, The Five Keys – with Inclusion at the heart – will continue to guide us as we interact with guests, collaborate together, create the next generation of Disney products and experiences, and make critical decisions about the future of our business.

"Inclusion is essential to our culture and leads us forward as we continue to realize our rich legacy of engaging storytelling, exceptional service, and Disney magic."
Sign up here to get the Attractions Management weekly ezine and every issue of Attractions Management magazine free on digital.
RELATED STORIES
Is Disney planning pop-up attractions with its 'new experience development' department?


Disney Imagineers could be planning on launching pop-up experiences in the US – and potentially around the world.
Disney to open Avengers Campus at Disneyland California on 4 June


Disney has confirmed that it will open its long-awaited Avengers Campus at the Disneyland California resort in Anaheim on 4 June 2021.
First look: Disney's new Spaceship Earth night-time experience at EPCOT


Disney has released concept designs for its plans to transform the Spaceship Earth attraction at EPCOT theme park at the Walt Disney World in Orlando, Florida, US.
MORE NEWS
IAAPA joins calls to ease border entry restrictions in the US and to revive tourism sector
IAAPA has joined a range of US travel and tourism trade organisations in calling for the lifting of border entry restrictions and to help revive the visitor flow into the country.
Merlin hits the market with surge of new openings
Merlin Entertainments has been busy with a raft of new openings and future project announcements, as the global visitor attractions industry begins to emerge from COVID-19 lockdowns and restrictions.
Saudi Arabia offers US$133m in loans to create 50 new attractions
Saudi Arabia's General Entertainment Authority (GEA) has pledged to provide SAR500m (US$133m, €112m, £96m) worth of loans to companies, in order to create new attractions and entertainment projects in the country.
Hong Kong's Ocean Park opens Water World with 27 new outdoor and indoor attractions
Ocean Park has launched a wide range of new water attractions – including Hong Kong's first ever indoor wave pool.
+ More news   
LATEST JOBS
Duty Manager
Curve Theatre
Salary: £17,932 p.a
Job location: Leicester, UK
Operations Manager
The National Museum of the Royal Navy
Salary: £27,530 - £30,350
Job location: Portsmouth, UK
Visitor Experience Manager
The National Museum of the Royal Navy
Salary: £22,350 - £23,950 (£21,718.24 - £23,273.01 pro rata)
Job location: Portsmouth, UK
Calshot Visitor Services Manager
Hampshire County Council
Salary: £33,653 - £37,876
Job location: Calshot Activities Centre, Southampton , United Kingdom
+ More jobs  

COMPANY PROFILES
Painting With Light

By combining lighting, video, scenic and architectural elements, sound and special effects we tell s [more...]
WhiteWater

WhiteWater was born in 1980 to create places where families unite and make joyful lasting memories [more...]
Antonio Zamperla Spa

Founded in 1966, the Antonio Zamperla SPA is privately owned by Mr Alberto Zamperla. Located in Vi [more...]
Vekoma Rides Manufacturing B.V.

Vekoma Rides has a large variety of coasters and attractions. [more...]
+ More profiles  
FEATURED SUPPLIER

Triotech and Benoit Cornet’s Bold Move to collaborate on breakthrough innovative media-based attractions
Triotech has announced a breakthrough alliance with Benoit Cornet and Bold Move to bring a new collaborative approach to the design of media-based attractions – with an emphasis on adding value for operators. [more...]
VIDEO GALLERY

Proslide Tech Inc - ProSlide | Atlantis Dubai
More videos:
+ More videos  

CATALOGUE GALLERY
 
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

28-30 Sep 2021

International Wellness Tourism Conference

Carillon Miami Wellness Resort, Miami, United States
01-07 Dec 2022

World Leisure Congress 2022

tbc, Dunedin, New Zealand
+ More diary  
LATEST ISSUES
+ View Magazine Archive

Attractions Management

2021 issue 1


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

2020 issue 1


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

2019 issue 4


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

2019 issue 3


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management News

06 Apr 2020 issue 153


View on turning pages
Download PDF
View archive
FREE digital subscription
Print subscription

Attractions Handbook

2019


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription
 
ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
 
ATTRACTIONS MANAGEMENT
ATTRACTIONS MANAGEMENT NEWS
ATTRACTIONS HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS
ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2021
Jobs   News   Products   Magazine
NEWS
Disney adds inclusion to its key values, allows staff to wear jewellery and display tattoos
POSTED 18 Apr 2021 . BY Tom Walker
Inclusion has been identified as the fifth "key" to Disney's famous set of values which have guided guest services for more than 65 years Credit: Shutterstock/George Sheldon
Credit: Disney
Our new approach provides greater flexibility with respect to forms of personal expression surrounding gender-inclusive hairstyles, jewelry, nail styles, and costume choices
– Josh D’Amaro
Inclusion named as fifth "key" to Disney's famous set of values
The four keys – safety, courtesy, show and efficiency – have guided approach to guest service for more than 65 years
New approach provides greater flexibility with respect to forms of personal expression
New rules cover gender-inclusive hairstyles, jewellery, nail styles, and costume choices; and allowing appropriate visible tattoos
Disney has added a fifth "key" to its famous set of values which have guided its approach to guest service for more than 65 years.

The four existing keys – safety, courtesy, show and efficiency – have been joined by inclusion, which will result in a visible change in the appearance of Disney's customer-facing staff, which the company refers to as "cast members".

Josh D’Amaro, chair of Disney Parks, Experiences and Products, said the move is part of the company wanting its guests to be able to see their own backgrounds and traditions reflected in the stories, experiences and products they encounter in their interactions with Disney.

"Our new approach provides greater flexibility with respect to forms of personal expression surrounding gender-inclusive hairstyles, jewellery, nail styles, and costume choices; and allowing appropriate visible tattoos," D'Amaro said.

"We’re updating them to not only remain relevant in today’s workplace but also enable our cast members to better express their cultures and individuality at work.

"Moving forward, we believe our cast, who are at the centre of the magic that lives in all our experiences, can provide the best of Disney’s legendary guest service when they have more options for personal expression – creating richer, more personal and more engaging experiences with our guests.

"This is just the beginning as we continue to work toward a world where we all belong – including a more diverse and inclusive Disney Parks, Experiences and Products. There’s more to do, but we’re committed to listening, learning and making meaningful improvements."

The Four Keys have traditionally been one of the first things that Disney cast members learn about when they join the company – and they are regularly reinforced throughout their tenure. Staff are also expected to know the values by heart and "live by them in their roles every day".

D'Amaro says that inclusion was identified as the "perfect fifth key", following a consultation with staff which began in 2019.

The aim of the consultation was to bring a greater focus to "inclusivity and belonging" for its cast.

"When we asked our cast how we could better cultivate a culture of belonging, they suggested the addition of a fifth key: the key of Inclusion," D'Amaro said.

"Like The Four Keys before them, The Five Keys – with Inclusion at the heart – will continue to guide us as we interact with guests, collaborate together, create the next generation of Disney products and experiences, and make critical decisions about the future of our business.

"Inclusion is essential to our culture and leads us forward as we continue to realize our rich legacy of engaging storytelling, exceptional service, and Disney magic."
Sign up here to get the Attractions Management weekly ezine and every issue of Attractions Management magazine free on digital.
RELATED STORIES
Is Disney planning pop-up attractions with its 'new experience development' department?


Disney Imagineers could be planning on launching pop-up experiences in the US – and potentially around the world.
Disney to open Avengers Campus at Disneyland California on 4 June


Disney has confirmed that it will open its long-awaited Avengers Campus at the Disneyland California resort in Anaheim on 4 June 2021.
First look: Disney's new Spaceship Earth night-time experience at EPCOT


Disney has released concept designs for its plans to transform the Spaceship Earth attraction at EPCOT theme park at the Walt Disney World in Orlando, Florida, US.
MORE NEWS
IAAPA joins calls to ease border entry restrictions in the US and to revive tourism sector
IAAPA has joined a range of US travel and tourism trade organisations in calling for the lifting of border entry restrictions and to help revive the visitor flow into the country.
Merlin hits the market with surge of new openings
Merlin Entertainments has been busy with a raft of new openings and future project announcements, as the global visitor attractions industry begins to emerge from COVID-19 lockdowns and restrictions.
Saudi Arabia offers US$133m in loans to create 50 new attractions
Saudi Arabia's General Entertainment Authority (GEA) has pledged to provide SAR500m (US$133m, €112m, £96m) worth of loans to companies, in order to create new attractions and entertainment projects in the country.
Hong Kong's Ocean Park opens Water World with 27 new outdoor and indoor attractions
Ocean Park has launched a wide range of new water attractions – including Hong Kong's first ever indoor wave pool.
Kengo Kuma-designed Hans Christian Andersen House opens in city of Odense
The new H.C. Andersen House, designed by Japanese architect Kengo Kuma, has opened its doors to visitors in the Danish city of Odense.
Secret Cinema does Bridgerton tie-up with Netflix
Attractions Management understands that immersive entertainment specialist, Secret Cinema, has partnered with streaming giant Netflix to host a Bridgerton ball at a location later this year.
+ More news   
 
COMPANY PROFILES
Painting With Light

By combining lighting, video, scenic and architectural elements, sound and special effects we tell s [more...]
WhiteWater

WhiteWater was born in 1980 to create places where families unite and make joyful lasting memories [more...]
Antonio Zamperla Spa

Founded in 1966, the Antonio Zamperla SPA is privately owned by Mr Alberto Zamperla. Located in Vi [more...]
Vekoma Rides Manufacturing B.V.

Vekoma Rides has a large variety of coasters and attractions. [more...]
+ More profiles  
FEATURED SUPPLIER

Triotech and Benoit Cornet’s Bold Move to collaborate on breakthrough innovative media-based attractions
Triotech has announced a breakthrough alliance with Benoit Cornet and Bold Move to bring a new collaborative approach to the design of media-based attractions – with an emphasis on adding value for operators. [more...]
VIDEO GALLERY

Proslide Tech Inc - ProSlide | Atlantis Dubai
More videos:
+ More videos  

CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

28-30 Sep 2021

International Wellness Tourism Conference

Carillon Miami Wellness Resort, Miami, United States
01-07 Dec 2022

World Leisure Congress 2022

tbc, Dunedin, New Zealand
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2021

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
ATTRACTIONS MANAGEMENT NEWS
ATTRACTIONS HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS