A Galaxy That’s Not So Far Away
*Que Star Wars (Main Title) by John Williams*
It is the end of a decade, a time of political and social unrest. Technology is evolving and so are the creative minds of the people on a planet in a galaxy not so far away. Within this galaxy lies a space of existence created specifically for its people to escape these tumultuous times. A place where time doesn’t exist and dreams become reality. But while guests exhaust their energy and currencies, they know little of the change that is about to occur within this time capsule of imagination.
To ensure the success of this launch, the Jedi masters behind the creation of this new experiential land of existence are dependant on the alliance and loyalty of its cast and crew. While the people of Disneyland wait in anticipation for this new addition, a team of thousands race against time and space to secure the items that will change this land forever.
If you weren’t already familiar, hi, I’m Sarah Virkstis. I am the VP of Philanthropy for GVSU’s chapter of PRSSA, and I am also a self-proclaimed “Dis-nerd.” So, when I had the chance to listen and learn at a session during the PRSSA national conference that was all about Disneyland’s opening of Galaxy’s Edge, lead by Suzi Brown (Vice President of Communications at Disneyland Resort), I was a bit beside myself with excitement. Where else would I ever cross paths with someone within the top echelon of my own career field? Suffice to say, I was “geeked.”
If you have ever wondered what it takes to create an entire new galaxy or rather the edge of a galaxy; you can already make the assumption that it’s a heavy task to take on, but with Suzi Brown at the helm of this new fantastical land, success was sure to be within reach.
The Walt Disney Company was well aware that with Galaxy’s Edge being the largest single-themed land in all Disney Parks, that none of it would have been made possible without their devoted teams and cast members. This meant that it was just as critical to bolster excitement amongst cast members as it was amongst guests and fans. Not only would this have not been possible without cast members, but due to its size and public anticipation, it would not continue to be successful without cast members. It is within the Disney brand and amongst it’s cast where the magic begins.
Internal Communications
As a past Walt Disney World cast member myself, I can attest to how passionate and devoted these individuals must be to keep the show running. Details are everything to this company no matter where you are in the world. Galaxy’s Edge is no different. During the prelude to the opening of Galaxy’s Edge in Disneyland, California, cast members who were assigned to the new land had to go through training specific to the Star Wars canon. This was a three week long process that included costumes, land learning (proper terminology and Star Wars “speak”), and set expectations.
Behind the scenes for all cast members to enjoy during the build-up of this opening were things like trivia and movies, photo contests, cast-only websites for Star Wars news, countdown clocks, backstage overlays and stickers, and a cast-exclusive costume reveal party.
External Communications
The reveal of Galaxy's Edge was not the only area within the parks subject to construction. In anticipation, Disneyland built a new parking structure with a direct view of Galaxy’s Edge, Sleeping Beauty Castle’s exterior was refurbished, along with the creation of new pathways within the park that lead directly to Galaxy’s Edge. A general beautification of the park was also attributed to the opening of this new land.
In addition to all of these exciting new creations, there was a wide array of opportunities for the public to get sneak peeks of the land as well as the cockpit of the Millennium Falcon itself.
Media Relations
This new build didn’t come without concern. Disneyland sits smack-dab in the middle of Anaheim, a small city nestled just south of Los Angeles, California in a relatively residential area. Disneyland’s property itself sits on only 500 acres of land in comparison to Disney World’s 43 square miles (twice the size of Manhattan). Because of its confined space, many voiced their concerns about the impact that this new land would have on noise (construction), traffic in and around the city, and its overall economic impact. To buffer these concerns the Disneyland communications team facilitated interviews with local news stations and media outlets and held a town hall meeting to address the community concerns.
Public Relations
The main goal of this team was to continue to drive steady cadence to build excitement for Galaxy’s Edge. To do so, plans were made to host several large scale press events.
Join Forces event: This event was three days and was considered the 1st wave of media coverage. This event focused more closely on local influencers and trend outlets over traditional media. As a result, 2.8 billion people were reached across all social platforms.
Press Event: This event was also three days long and turned its attention to popular traditional media outlets and news sources. This event was also used to host the new land’s global premiere. In attendance were over 700 media guests, as well as fan-favorites; Harrison Ford, Mark Hamill, and George Lucas. As a result, Galaxy's Edge was named in Lime Magazine’s World’s Greatest Places issue and reached between 50-60 billion people worldwide.
To say that a lot of work went into the creation and promotion of this new venture is quite the understatement. I loved and cherished my time with the Walt Disney Company, and I hope to one day return to have my hand in the creation of something that is so much bigger than myself. A project that will last for decades to come.
I was lucky enough to meet with Suzi Brown herself after the session was over. I’ll admit, as I walked up to introduce myself, my face was redder than Darth Maul himself and internally I was screaming like R2-D2. All nerves aside, Ms. Brown was one of the most genuine and kind individuals I had the pleasure of meeting and her session was an experience I will cherish for the rest of my life.
About Sarah:
Sarah Virkstis is a senior at GV pursuing a degree in advertising and public relations. As the acting VP of Philanthropy for the Grand Valley Chapter of PRSSA and as an Account Associate, Sarah's favorite thing about our organization is the ability to engage with the West Michigan community in new and exciting ways. Sarah is a native of Grand Rapids, residing in the suburbs of Hudsonville. When you can't find Sarah on campus you can find her hanging out downtown at a coffee shop, or out at the barn getting ready to ride her horse.