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This will be my third piece written for DFA that will sound to
the reader like I actually do not work for a living! This time, I
am writing after we just spent a week with our son and
daughter-in-law and their three children in Disney World.
The revelation of the trip to me was twofold: one, Disney World is
not all about “children,” but it is all about
“children of all ages;” two, there are many parallels to
the life of a retirement community.
I’ve been to Disney several times over the years, as my wife
and I raised our children. Now, returning with grandchildren allows
me to see what has changed and what remains the same. Of course,
much remains the same; but much has been considerably
revamped.
Disney realizes that the core values they represent –
providing well-designed environments and quality service (which is
invisible but omnipresent) in a well-maintained and safe setting
that provides a sense of well-being – will have universal
appeal. Hence, young and not so young (children, parents, and
grandparents) will want to enjoy this environment together. Also,
the able and not so able alike will want to have equal
access.
So first of all, I was struck by the accommodation of seniors and
physically challenged individuals in all aspects of the life of
these parks. And what was remarkable was how well it all seemed to
blend. Even the most challenging of rides were accessible. Personal
Mobility Vehicles were readily available for rent (of course, no
chance to make a buck is missed) right at the front door.
The second thing reminded me of the title of Marshall
Goldsmith’s book, What Got You Here Won’t Get You
There. Disney has retained all the best of what it is about,
but is constantly reinventing itself. Technology has invaded the
ebb and flow of Disney. The indelible hand stamp has been replaced
by fingerprint identification technology. And new amenities and
attractions, even entire new parks, are added to assure that the
visitor never grows tired of the experience.
So every good business, and indeed retirement community, can learn
from Disney. Keep your core values and message ever present, but
always tweak the means of conveying that message. Reinvention,
physically, operationally, technologically, even demographically,
is prudent – even if you are already at the top. You
won’t stay there for long if you don’t.
Glenn Tipton, FAIA
2005 Chair, DFA Advisory Group
Cochran Stephenson & Donkervoet, Baltimore
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