1. 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

2. 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

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

4. 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

5. Competitive Analysis
Marin

6. Competitive Analysis
Marin

7. 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

8. 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

9. Flight Schedule 14 Markets 13 Aircraft 50 Daily Flights Dan
Plane
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

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

11. 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

12. 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

13. Operating Costs

14. Pricing Scheme

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

16. THE Disney Difference

17. 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

18. 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

19. 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

20. 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

21. 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.

22. 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

23. Disney Airport
Rob

24. We're Going to Disneyland!
Rob