Remember the days of Magical Express? Extra Magic Hours? FastPass? Complimentary MagicBands? As anyone who’s visited Walt Disney World since the start of the “Most Magical Celebration on Earth” will tell you, the “Disney bubble” has officially burst. From slashed entertainment to paid-for hotel parking; $15 a day for FastPass to pay-per-ride line skipping, it seems that a new ethos has overtaken Disney Parks, where per-capita revenue has replaced guest satisfaction as the company’s key performance indicator.
Sure, price hikes, diminishing themes, and slow construction have frustrated Disney World guests for decades… but for many, canceled perks and new up-charges have been the last straw. Would executives ever have imagined that Disney World’s 50th Anniversary would be the time when a quarter of Theme Park Tourist readers report they’re done with Disney World, and this time they mean it? More and more, guests are reporting that they’re exploring parks outside the Disney World “bubble”… and finding a lot to like!
For example, we gave “Done With Disney World” readers a Disneyland-focused list of reasons to give Walt’s “original magic kingdom” a try, plus 16 Disneyland-exclusive rides and attractions that make a trip out West worthwhile for Imagineering fans.
Today, we want to celebrate a much nearer alternative to the increasingly-elite Disney World that many readers have already discovered the joys of. Last month, we detailed 12 Universal Orlando Exclusives That Should Make Disney Parks Fans Jealous – an enviable collection of rides and attractions that turn Universal’s two parks into a must-see Mecca for anyone who loves the theme park industry. Today, our highlight of Universal Orlando continues not with one-off rides or attractions, but by celebrating four very big ideas that make Universal worth a visit for anyone who’s “Done with Disney World,” or open to seeing Universal in a whole new light…
1. Universal is more than what you might think
Look: Universal’s got no one to blame but itself for choosing to build its first from-scratch theme park in Walt Disney World’s backyard. By the time Universal Studios Florida and its blacktop parking lot opened in 1990, Disney World was already three parks, two water parks, a dozen hotels, a shopping district, and a club district in, and certainly already a scale and scope that no one will ever come close to building again. In some ways, it’s easy to imagine that Universal doomed itself to being an “add-on” at best, and a “leech” at worst, existing purely to siphon guests away from their real Central Florida destination.
The “narrative” around Disney and Universal probably began to change with the opening of Islands of Adventure in 1999, which was pretty inarguably a “must-visit” for anyone who claims to care about or study the theme park industry. Writing it off would be a tall task for even the most loyal of “pixie-duster.” Often exceeding Disney’s standards of design at the time, Islands of Adventure remains one of the strongest, most innovative, and most beautiful theme parks on Earth, period.
Of course, it was made all the stronger with the 2010 addition of the Wizarding World of Harry Potter – an industry wide pivot point that not only equipped Universal with one of the world’s most sought-after theme park experiences, but did the much more difficult task of finally getting some Disney fans to recognize just how slow, lumbering, and inactive Disney World had been at investing in its parks.
The momentum Universal built via the Wizarding World arguably hasn’t stopped. Even as Disney has “answered” Hogsmeade with New Fantasyland, Pandora, and Batuu, Universal has been relentless in growing its theme parks.
Now especially, with Disney’s overt and unapologetic “nickel and dime” strategy, declining standards, growing lines, cut costs, and slowdowns or standstills on future investment while trumpeting record-breaking profits from increasingly “preferred” guests, the “taboo” on recognizing Universal as a worthwhile destination is at last lifting, and more and more Disney loyalists are at last considering the possibility that Universal really isn’t what some Disney fans have become convinced that it is.
A weird, popular, classist, collective consciousness shared by some Disney fans seems to position Universal as a grimy, grungy, teen-infested county fair where fights are frequent, humor is tasteless, paint is peeling, and fly-by-night, flavor-of-the-week characters roam the streets farting glitter (okay, that was real) as guests race from 3D simulator to 3D simulator to be jostled, rumbled, and sprayed all day long.
And to be fair, Universal’s general attitude is obviously more “irreverent” than Disney’s; there’s less for toddlers to do and far more “thrills” (including, of course, absolutely stunning world class ones); Universal’s collection of characters and stories and movies is generally more “pulse-of-pop-culture” than Disney’s famed timelessness and in-house stories and environments; and Universal Studios Florida, specifically, does have a few too many rides that amount to being shaken in front of a screen (we count 4).
But we should also be clear: Universal Orlando is a wonderful, world-class resort. It’s clean! It’s safe! It’s young! It’s agile! Its theme parks and CityWalk are cool! Bold! Thrilling! Family friendly! And yes, timeless!
They have some of the strongest ride lineups on Earth – probably stronger than some Disney parks – plus shows, restaurants, secret spots, and hidden gems worth discovering. For those of us who profess to love theme parks or the themed entertainment design industry, a great many lessons can be learned from Universal Orlando, and efforts to paint their parks as low-class, low-quality imitators or knock-offs is A) wrong, B) uninspired, and C) boring.
At best, bland, cookie-cutter “anti-Universal” sentiment (see above) comes across as simplistic, uninformed miming of tired tropes shared by brand loyalists who aren’t looking to learn, expand, or have fun, but who wants to start petty, tired, and pointless brand loyalty battles best left to early 2000s message boards. It’s worth an eye roll, but not a response. To so coldly and completely write off the work of the designers who bring Universal’s parks to life and the people who make memories there purely due to “brand loyalty” is… kinda gross.
In the meantime, those of us with a genuine love of the art of theme parks, dark rides, roller coasters, scenic design, guest service, industry history, and storytelling know that there are lessons to be learned from across the industry, and certainly from a major, quality player like Universal. There are aspects of Universal that exceed Disney’s standards, and aspects that fall short. But more to the point, Universal is its own thing entirely, bringing a whole lot of its own to the table!
2. Universal is the beautiful, walkable, “bubble” resort you’re looking for
One of the prevailing stories people tell about Walt Disney World is of the “Disney bubble” – an invisible sort of force field within which the “real world” disappears, leaving only the comfortable assurance of Disney Magic™. The “bubble” is cited by many as the reason Disney’s $325-per-night “Moderate” motels are worth the same rate as any number of upscale luxury hotel brands just a mile away (but importantly – outside Disney’s sphere of influence). Disney has even begun to use the term on guest surveys, recognizing that the allure of the “bubble” alone might be enough to make up for the end of Magical Express, free resort parking, free FastPass, package delivery, shrinking portions, and a surprisingly uninspiring 50th Anniversary celebration.
We won’t lie: there is a sense of comfort that comes with passing into Disney property, wrapped in the assurance of provided transportation, brand familiarity, and Disney’s exceptional guest service and Cast Members.
But to pretend a Walt Disney World vacation is somehow “all-inclusive” or an “escape” from the real world would only be true for the richest of guests. The rest of us have to contend with being “stranded” at Value and Moderate resort hotels with crowds packed into bus stops every morning; relying on an army of buses (or rental cars or rideshares) to navigate literal highways; the continuous need to use your quickly-draining smartphone to set 6:55 AM alarms, order food, pull up tickets, pay for parking, pay-per-ride to skip lines, join Virtual Queues, unlock hotel rooms, and more…
Here’s the point: that “bubble” you’re describing? The one where you don’t have to drive anywhere, and everything’s connected, and the “real world” is kept at a safe distance, and your phone can be turned all the way off if you want to? Arguably, the best place to find it in Central Florida is… Universal.
When Universal graduated from a single park to a multi-park resort in 1999, it invented the formula that Disney would later use in California (2001), Tokyo (2001), and Paris (2002). Its space limitations actually became its strength and the modern, urban, multi-park resort model was born: a central shopping & dining district set between two theme parks with purpose-built, master-planned garden walks and waterways diverging from there to hotels set along the property’s perimeter. Parking is set along the exterior, and the entirety of the resort’s interior is pedestrian-friendly, vehicle-free, and walkable.
This might as well also be a place to praise Universal’s on-site hotels. For example, their “Value” options include a resort we consider one of the best in Central Florida, period – Universal’s Cabana Bay – plus the almost stunningly. The resort’s three “Premium” hotels include the absolutely stunning Royal Pacific, Hard Rock, and Portofino Bay, which – like Disney’s equivalent “Deluxe” hotels – could support resort-based vacations in their own rights, but unlike Disney “Deluxe” hotels, cost half as much and automatically include Universal Express Unlimited for every guest. (Disney’s “Deluxe” hotels don’t even include the $15-a-day Genie+.)
Universal Orlando feels beautifully simple and modern compared to the behemoth of Walt Disney World. And it’s fine if you love Disney’s massive, sprawling property of highways sliced through undeveloped land. The scale of Disney World is part of what makes it one-of-a-kind.
And we get it – Universal can’t ever hope to have the Magic™ that Disney World does. But arguably, Universal’s formula is much, much better at forming a true “bubble.” They won’t give you a free ride from the airport, either, but at least once you’re on Universal property, you can ride water taxis between your hotel and CityWalk, walk between the parks, dine at other hotels, luxuriate at Volcano Bay, and you won’t so much as see a car or a bus unless you want to.
Long story short: if you still think of Universal as the little studio park of creature-feature rides in big boxy soundstages, it’s time to update your thinking. Universal Orlando is one of the most extraordinary, exciting multi-park resorts on the planet, and the “bubble” you’re looking for? It’s here.
3. Universal’s IP and ride collection is different, but world-class
No one can beat Disney’s IP collection. There is no brand portfolio owned by any media conglomerate on Earth that can so simply and completely dominate media quite like “Disney + Pixar + Marvel + Star Wars.” There is no counterpart to the Mickey & Friends franchise, or the Disney Princess franchise, or the Marvel Cinematic Universe, or the non-stop, A-rated, top-tier, tear-jerking, and timeless collection of films produced by Pixar.
Universal is one of the oldest movie studios on Earth, with a treasure trove of stories, brands, acquisitions, and favorites. Universal + Dreamworks + NBC + Illumination doesn’t have the same ring to it, and surely, not every successful, beloved property owned by Universal is used well (cough, King Kong, Universal Monsters, Secret Life of Pets, How To Train Your Dragons, Shrek, Fast & Furious) or at all (cough, The Office, Jaws, SNL, 30 Rock, Back to the Future, Pacific Rim) in its theme parks, but positioning Universal as some bland “Studio” park of obsolete or second-rate characters and stories is a huge red flag.
Taking a look at Universal Studios itself, surprisingly few “Opening Day Originals” are left, so if you’re looking for odes to Universal’s own classics of the ‘70s and ‘80s, you won’t find the Lost Legends: JAWS, Konfrontation, and Back to the Future: The Ride. For better or worse, a major modernization effort in the 2000s saw the Studio park packed with newer, fresher brands. Many of them (Men in Black, The Simpsons, The Mummy, Transformers) feel adequately timeless and well-represented, even if the Studio park’s focus remains on more timely franchises than the pursuit of forever-rides.
The collection is even stronger at Islands of Adventure, which intentionally bucked the “Studio” trend of its sister by downplaying “movies” and instead highlighting timeless “stories.” Think about it: vibrant, colorful lands themed to Marvel comic book heroes, classic characters from newspaper comic strips, Jurassic Park, ancient myths & legends, the pages of Dr. Seuss’ picture books… There’s something novel about a park willing to forego box office blockbusters and think long term, about the kinds of characters that stick around between generations.
Then there’s the elephant in the room: Universal’s exclusive licensing of Harry Potter. Potter isn’t just the 10th highest grossing media franchise of all time with nearly $40 billion in combined revenue; it’s the kind of once-in-a-half-century media franchise that breaks records, changes the pop culture landscape forever, and actually lasts.
Like Star Wars for Disney, Potter was an industry-changing coup for Universal… and perhaps more to the point, the way Potter is used in Universal’s two Floridian theme parks is a masterclass in adaptation that literally rewrote the rules. (Without it, Cars Land, New Fantasyland, Pandora, Avengers Campus, and Galaxy’s Edge wouldn’t exist, full stop.) Universal brought to life the world of Harry Potter in such staggering, loving, lived-in detail that the first “Living Land” arguably remains the best.
And frankly, those IPs bring us to the resort’s rides. Universal Studios and Islands of Adventure easily blow past the ride counts of EPCOT, Hollywood Studios, and Animal Kingdom (sometimes even in combination) and offer a staggering number of “E-Ticket” quality attractions.
From beloved classics (E.T. Adventure and Jurassic Park River Adventure) to new-age dark rides (Harry Potter and the Escape from Gringotts, Reign of Kong, Revenge of the Mummy, and TRANSFORMERS: The Ride) to outright thrills (Incredible Hulk and Rip Ride Rocket) and family dark rides (Dudley Do-Right’s Ripsaw Falls, Cat in the Hat, Minion Mayhem, and Poseidon’s Fury), these are parks littered anchor attractions.
That’s to say nothing of four universally-highlighted “bucket list” rides that reside at Islands of Adventure: The Amazing Adventures of Spider-Man, the Jurassic World VelociCoaster, Harry Potter and the Forbidden Journey, and Hagrid’s Magical Creatures Motorbike Adventure – each a legendary addition and a landmark attraction for the entire industry.
Don’t misunderstand: there’s a lot of ride types that Universal still “needs” to make its parks feel balanced, built-out, and as widely beloved as Disney’s. But it’s almost laughable to suggest that Universal’s parks are blanket skippable, out-of-touch, or the equivalent of a low-quality knock-off. We’re talking about a truly exceptional collection of characters, stories, and rides! And that’s only the start…
4. There’s a whole lot on the horizon for Universal Orlando
When NBCUniversal was purchased by cable giant Comcast in 2011, industry commentators largely expected the newly-created conglomerate to spin off Universal Parks & Resorts into a standalone business that could be sold to a private equity group. (Theme parks in need of continuous investment and cheery guest service aren’t really the typical domain of a cable and Internet company.) But the massive success of the Wizarding World meant that Comcast kept hold of the Parks division… and invested big time.
Comcast has spent billions on Universal Parks in the last decade, all the while trumpeting the incredible success of the parks and their continued commitment to them. In Orlando alone, we’re talking about constructing a dozen high-profile rides, adding ten thousand rooms to the resort’s hotel occupancy (via Cabana Bay, the Aventura Hotel, Sapphire Falls, and the Endless Summer hotels), and opening Universal’s Volcano Bay.
Even now, as Disney publicly admits to cutting $900 million in planned capital projects for its parks with literally nothing announced for beyond 2023, Comcast committed at least a billion dollars in 2022 toward the construction of a third theme park – Universal’s Epic Universe, set to open by Summer 2025 on a whole new, undeveloped, 750-acre plot of land. That “second half” of the Universal Orlando Resort – a sort of “southern campus” – is expected to include not just the new theme park, but a shopping, dining, and hotel district of its own, all tuned to the needs of the walkable Orange County Convention Center…
More to the point, Epic Universe is set to be the first new theme park in Orlando since 1999 – when Islands of Adventure opened. A sort of embodiment of Universal’s 21st century momentum, the new park will contain five brand new lands and – at least as of now – two resort hotels of its own.
Epic Universe is expected to debut with Super Nintendo World (the product of another once-unthinkable brand coup at least on the scale of Potter if not bigger), an immersive land themed to DreamWorks’ How To Train Your Dragon, a third Wizarding World of Harry Potter (allegedly set in Paris), and a land dedicated to Universal’s classic horror movie Monsters (think, Dracula, Frankenstein, the Wolf Man, and the Creature from the Black Lagoon as seen in Universal’s black and white films of the ’30s and ’40s.)
And given that a January 2022 conference call saw Comcast CEO Brian Roberts report the best quarter in Universal Orlando’s history, Comcast doesn’t show any signs of slowing their investment in the parks. So if you’re just pretending this isn’t happening, Universal doesn’t exist, and its parks aren’t worth your time, then frankly: what are you thinking?!
Look – Disney World is Disney World. It’s a pop culture icon, with the number one most-visited theme park on Earth, and it’s not even close. Universal will always be an underdog in Florida, and even the addition of a third Universal theme park won’t change that. But from longtime Disney fans to locals, more and more people are coming around to the same conclusion: maybe Universal Orlando is a destination in its own right after all… and if you’re fed up with the modern Walt Disney Company and its missing perks, microtransactions, and misfires, there’s always another way…
