3. Using proven external IPs

The Simpsons
Image: osseous, Flickr (license)

This has always been a fascinating point of tension between Disney and Universal. Disney nearly always keeps its attraction ideas in-house – choosing to tell stories they already own, or have created themselves. The result is things like Fantasyland: attractions based on classic Disney films and characters. Universal, on the other hand, doesn't own many intellectual properties themselves. And, what they do own, isn't the kind of proven success of something like The Little Mermaid.

What to do? Well, Universal decided to go a different route. Rather than creating stories themselves, they'd license IPs that they knew were already popular – things with built-in fanbases that would be sure to flock to the parks. And after some trial and error, they finally hit on one that really worked: Harry Potter.

The rest is history, of course. But the question still remained: Where to go from there?

Enter Nintendo.

Universal's partnership with Nintendo has yet to yield anything concrete stateside, but it's the kind of partnership that gets theme park (and video game) fans salivating. Perhaps that potential third gate at Universal would be Nintendo themed. But, it would be foolish to think that's all Universal has planned.

They've gestured at other popular IPs -- from Lord of the Rings to Star Trek to Sherlock Holmes – and the success they've had in this area clearly will push them forward. They'll keep searching out the next hot IP, and when they find it, they'll make sure people know about it. 

4. Having no sacred cows

RIP Jaws
Image: larkyn, Flickr (license)

Disney can sometimes find itself in a bind. Because they aren't just selling a vacation – they're also selling nostalgia and memories – there are some things they simply aren't allowed to do. The Carousel of Progress, for example, rarely gets large crowds. And yet, if they tried to close it, fans would chain themselves to its front gate. “Walt loved this attraction! It's the only one he designed here at Walt Disney World! You can't get rid of it!”

They have land to build new parks and expansions, yes, but that can sometimes be pricier than replacing something older. Yet, due to the ineffable nature of their product, they have some attractions they simply cannot remove.

Universal, on the other hand, is largely free from this restriction. They've remade themselves so often in their lifetime, there truly is not much left at Universal that inspires much nostalgia. And, to that point, they aren't selling you on a nostalgic trip. They're selling you on the newest and best adventure you can have.

That's why, yes, there were frowns when Universal closed its Jaws attraction to make way for Diagon Alley, but few tears. That's why, when Universal closed Disaster! to make way for Fast and Furious: Supercharged, a few people said goodbye, but there weren't mass protests. Universal has always been a park of change.

Perhaps the one exception to this edict is E.T. Encounter – one of the last vestiges of Old Universal. And, frankly, its uniqueness only serves to make it feel more special. The rest, however: Universal has no sacred cows. And, because of it, they're able to keep the parks feeling fresh and new.

5. Broadening their audience

Seuss Landing
Image: Jeremy Keith, Flickr (license)

While I believe that there truly is something for everyone at Walt Disney World, the perception remains that it is truly a place designed for families. If two adults say they're traveling to Disney, they're often asked, “But why? Isn't that place for kids?” Sure, there are amazing places to eat and drink, and yes, The Hall of Presidents is probably not something little Timmy will seek out on his own, but the audience isn't meant to be young adults, surely?

Universal, on the other hand, seems to have the other problem.

For years, its reputation has been that the parks are largely for rowdy teenagers and twenty-somethings. That reputation was bolstered by the offerings at Islands of Adventure – large roller coasters, thrilling simulator attractions, and terrifying dinosaur plunges.

However, Universal is slowly adding more on offer to appeal to all kinds of travelers. While the attractions in both Wizarding World sections are pretty intense, there are less-intense rides as well. And, the Harry Potter theming is so immersive, they worlds are largely attractions unto themselves. Kids, obviously, are enamored with Harry Potter, giving Universal a bit of extra standing with children.

Additionally, the old hotels at Universal Orlando were seen as a bit too elegant for families. Portofino Bay and the Hard Rock Resort in particular had high costs and the class to go with it. However, with the opening of Cabana Bay and its family suites, Universal gave families another option to stay on property – opening the door to a broader age range.

And, to top it all off, it seems very likely that the likely forthcoming third theme park will feature family-oriented entertainment in some capacity. Truly building something all ages can enjoy will give Universal an even larger push toward Disney.

Now, none of this is to say that Universal is “better” than Disney, or that Disney is truly “threatened” in any sort of an existential way. But still, they're likely taking note: Universal has taken some of their guests from them. And, unless they do something about it, that trend will continue. With the upcoming Star Wars Land still seeming years away, Universal has its chance to win big – and it's taking it.