Final Presentation Spring 2009 CE 260 Imagineers Daniel Barton Simon Murphy Marin Odioso Rob Smith Faculty Mentor: Dr. Jasenka Rakas Final Presentation Spring 2009 CE 260 Marin University of California, Berkeley Civil and Environmental Engineering

Vision Statement To provide a modern, family friendly and affordable airline to meet the needs of those travelling to Disney parks and destinations in the US by making flights an experience in themselves Marin

Agenda Target Guest Competitive Analysis Market Evaluation Schedule and Implementation Plan Cost Analysis Profit Simulation The Disney Difference Marin 3

Target Guest Marin Family friendly environment Goal: To make travelling with children as easy and hassle free as possible Offer additional services to add value above typical airline Focus on guests en route to a Disney park or vacation Begin with domestic flights to Disney World Resort in Orlando, FL Future expansion opportunities to serve guests travelling to the Disneyworld Resort in Anaheim, CA and to other Disney vacation destinations abroad

Competitive Analysis Marin

Competitive Analysis Marin

Flight Service JFK - MCO Market evaluation Flight Service JFK - MCO Demand estimates based on average number of Disney guests flying to Orlando Airport (MCO) and Disney World Resorts attendance statistics. Assumes capturing 75-80% of “Disney Travelers” and an additional 10-15% of other Orlando travelers Dan 7

Market Share Projected Pax Daily Seats Disney Share Market Share   Projected Pax Daily Seats Disney Share Market Share New York 914 846 92.5% 28.2% Boston 532 504 94.7% 34.0% Washington, DC 388 360 92.7% 28.0% Chicago 302 252 83.4% 26.9% Philadelphia 286 88.1% 26.6% Los Angeles 235 180 76.7% 39.3% Detroit 228 220 96.5% 28.5% Dallas 145 126 86.9% 25.7% Minneapolis 136 110 80.9% 14.1% Denver 128 85.9% 15.1% Buffalo 121 90.9% 16.0% San Francisco 90 74.4% 16.6% Pittsburgh 120 91.7% 13.5% Houston 109 82.6% 12.2% Dan

Flight Schedule 14 Markets 13 Aircraft 50 Daily Flights Dan Plane 1 - 737-900 Airport Time Flight # D JFK 8:00 1001 A MCO 10:45 12:00 1002 2:35 4:00 1003 6:45 1004 10:35 14 Markets 13 Aircraft 50 Daily Flights Dan 9

Shared gates elsewhere GATE SCHEDULE 5 Gates at MCO 1 Gate at JFK 1 Gate at BOS Shared gates elsewhere Dan

Implementation Plan Phase 4 Phase 3 Phase 2 Phase 1 Development Phase Memorial Weekend ’14 Thanksgiving ’12 Memorial Weekend ’11 Memorial Weekend ’10 Dan Phase 1: JFK and BOS Phase 2: IAD, PHL, ORD, and SNA Phase 3: DFW, DTW, DEN, MSP, IAH, BUF, PIT, SFO, and expand service to JFK Phase 4: Western expansion, weekly flights to eastern destinations, and U.K. expansion January ’09

Operating Costs Aircraft Lease Jet Fuel Air & Cabin Crew Damp lease agreement Air Disney can supply own air crew Jet Fuel Use hedging strategy for jet fuel Air & Cabin Crew Young pilot crew for Air Disney image 5-7 cabin crew per flight to provide excellent service and entertainment Rob 12

Operating Costs

Pricing Scheme

Profit Simulation Monte Carlo simulation with variable distributions for Load factor [60% to 90%] CASM [7.1 ¢ to 14.8 ¢] Potential for profit! Marin

THE Disney Difference

Check-In Characters! Redesigned kiosk Queue Entertainment Adventure video Wait time estimators Portal kiosk Luggage: No charge (family-friendly), 2 bag limit Store: Air Disney merchandise Characters! Minor character meet and greet Redesign kiosk (think Virgin America Disney-fied) Short video story about Air Disney adventure on TVs in floor, wait time estimator in lines, portal kiosk Following themes of Disney Parks to make the whole experience feel like a ride in itself. Luggage: No charge (family-friendly), 2 bag limit Store: Disney Airline merchandise

Gate Experience Different theme for each gate Entertainers greet kids & perform in departure lounge Day-care facilities TV with Disney movies Lighting sounds and character voices on jetway Leverage Disney’s Magical Express for door-to-door luggage service Gates: Different themes (Jungle Book World, Pride Rock, Under the Sea, etc.) Entertainers greet kids, perform in departure lounge Day-care facilities open to other travelers at additional cost (complimentary for Air Disney guests) TV with Disney movies Lighting sounds and voices on jetway Partner with Disney’s Magical Express for door-to-door luggage service

Seating First Class First Family Reversible seats in front cabin allowing a family of four to sit together Economy Comfortable 32” pitch Themed Cabin Mickey’s Kids Zone Section at the rear of the plane for kids (ages: 4-12) Smaller seat pitch and width allows space for entertainers without lowering aircraft capacity In-flight intercom systems allows parents to see and communicate with their children

In-Flight Experience Entertainers in Mickey’s Kids Zone Food Menu Kid-friendly options (snacks, Mickey-shaped pretzels) Online ordering In-flight entertainment (IFE) Disney Channel, ABC, ESPN Disney games Leather seats Mood lighting

Amenities & Merchandise In-Flight Amenities Mickey and Minnie eye masks Disney souvenir wings Merchandise Disney SkyMall Disney Store next to gate Limited edition merchandise Small details such as Mickey and Minnie face masks to make the flight memorable and give kids something to take away with them. Disney Store next to gate.

Loyalty Program Earn miles with the Disney Visa card Miles can be redeemed for Flights Disney hotels “Disney Dollars” Giveaways for free flights to bring guests to the park

Disney Airport Rob

We're Going to Disneyland! Rob