Disney adds inclusion to its key values, allows staff to wear jewellery and display tattoos | attractionsmanagement.com news
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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
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."
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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
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
Kew Gardens establishes new 'living laboratory' to study biodiversity
Kew Gardens has established a "living laboratory" at its wild botanic garden at Wakehurst, UK.
UK government and National Lottery allocate £10m in vouchers to fund attractions visits
Discount rail and bus travel and £10m in vouchers to key attractions – funded by the National Lottery – are among the measures announced in the UK government’s plan to boost the country's tourism sector.
Kanva completes CA$25m redesign of Montreal's 'living museum', the Biodome
Work has been completed on the redevelopment of Montreal's Biodome – a science museum which occupies the site of the former velodrome built for the 1976 Olympic Games.
Heatherwick's Little Island – an 'urban park on stilts' – opens on Hudson River
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COMPANY PROFILES
WhiteWater

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

Polin was founded in Istanbul in 1976. Polin has since grown into a leading company in the waterpa [more...]
iPlayCO

iPlayCo was established in 1999. [more...]
Antonio Zamperla Spa

Founded in 1966, the Antonio Zamperla SPA is privately owned by Mr Alberto Zamperla. Located in Vi [more...]
+ More profiles  
FEATURED SUPPLIER

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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

 

24-24 Jun 2021

Post Covid Recovery Conference

Vrtual,
01-07 Dec 2022

World Leisure Congress 2022

tbc, Dunedin, New Zealand
+ More diary  
 


ADVERTISE . CONTACT US

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Tel: +44 (0)1462 431385

©Cybertrek 2021

ABOUT LEISURE MEDIA
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