A Marketing Eye on the Universal Orlando Parks

I recently visited all four of Universal Orlando parks in Florida – Universal Studios, Islands of Adventure, Volcano Bay, and the much-anticipated new addition, Epic Universe.

Can sport learning from the Universal Theme Parks?

Here’s a breakdown of my experience – on what worked, what needs attention, and where the magic happened.

1. Universal Studios, Islands of Adventure & Volcano Bay

OUTSIDE THE PARK

The moment you arrive at Universal Orlando, there’s a sense of well-oiled efficiency. Parking is ample, well-signed, and supported by lots of helpful staff. Signage from the car park to the attractions is clear, making navigation easy even for first-timers.

Security? Excellent. A large number of security scanners meant we breezed through without long waits – an often overlooked but critical part of guest satisfaction.

However, the $32 per day parking fee feels excessive, especially when added to already pricey park tickets.

INSIDE THE PARK

Universal nails many of the basics – and a few key details:

  • Free WiFi (email sign-up) was seamless.
  • The Universal App – it displays ride wait times, dining locations, and more in real-time. But at times, I found elements of the App to be awkward to use.
  • The parks are spotless – not a scrap of litter in sight.
  • Music throughout the parks adds energy and emotion. Atmosphere-building at its best.
  • The queue experiences was good – each ride uses storytelling and screens to build excitement and immersion while you wait.

That said, food & beverage has room for improvement:

  • Food choices lean heavily toward fast food. There’s range, but quality needs improved in certain outlets.
  • Ordering is confusing: some via app, some self-serve kiosks, others via counters. 
  • $6 for bottled water in Florida heat? Simply not acceptable.

Our Express Pass was a game-changer – and cleverly built into our hotel stay, meaning we skipped long lines across two days. Excellent upsell strategy and customer benefit.

Merchandise is thematic, well-stocked and appealing, from Hogwarts robes to Minion madness.

Special mention to staff and guest services: polite, engaged, and incredibly helpful – particularly when assisting with our food ordering hiccups.

Finally, clever touches like car tags for Volcano Bay (a red strip on your car to direct staff to your intended park) show operational detail at its best.

OVERALL THOUGHTS

Universal Studios, Islands of Adventure, and Volcano Bay are mature parks that understand their brand, their customer, and how to deliver. The small missteps in food experience and pricing are fixable. The strengths – immersive storytelling, operations, and service – are world-class. If you’re visiting, stay at a Universal Hotel and get Express Passes. It’s worth every cent.

2. EPIC UNIVERSE

OUTSIDE THE PARK

Epic Universe starts strong: easy parking, clear signage, smooth entry – all the right first impressions.

INSIDE THE PARK

Unfortunately, this is where things begin to unravel.

Too many people. Not enough rides. Wait times? Brutal.

180+ minutes for major rides. In 10 hours, we managed just two.

Add to that:

  • Multiple ride closures during the day – frustrating and uncommunicated.
  • Food queues that stretched 90+ minutes – inexcusable when guests are baking in the heat.
  • Lack of shaded areas – baffling for a brand-new Florida-based park. Basic comfort shouldn’t be an afterthought.

It’s clear Epic Universe has massive potential – and some stunning environments and ideas – but it’s still in its teething phase.

OVERALL THOUGHTS

Despite the chaos, there is a park with promise underneath. We lodged a complaint, and to Universal’s credit, their response was swift and generous, turning a poor day into a positive memory. That type of service culture matters – and may keep guests coming back.

With time, better capacity management, and refinement of guest flow, Epic Universe could become the crown jewel of the Universal portfolio.

FINAL REFLECTION

✅ Top marks for:

  • Guest journey mapping
  • Operational polish
  • Brand storytelling
  • Digital integration (app/WiFi)

❌ Work needed on:

  • Value perception (e.g., parking, water prices)
  • Food service design
  • Epic’s guest experience at scale

So, can sport learn from the likes of Universal – absolutely. Sport can learn from Universal in areas such as:

  • Queueing – Manage wait times through entertainment, real-time updates, and smart crowd flow so the wait becomes part of the experience.
  • Merchandise – Offer unique, limited-edition products that fans can only get in-venue, creating urgency and emotional connection.
  • Ticketing Packages – Bundle experiences, perks, and flexible options that feel like exceptional value and encourage repeat visits.
  • Use of Tech (Apps & Wi-Fi) – Deliver live updates, maps, exclusive content, and mobile ordering to keep fans connected and in control.
  • Focus on the Guest, Not the Customer – Treat every visitor as a valued participant in the experience, not just a transaction.
  • Clean and Well-Kept Venues – Maintain pristine, visually appealing spaces so the environment matches the quality of the product on the field.
  • Great Staff – Train teams to deliver warmth, enthusiasm, and proactive service that turns every interaction into a highlight.

About Geoff Wilson

Geoff runs his own consultancy business, with a focus primarily on sport.  Previously Head of Marketing and Communications at the Irish FA, Geoff now consults to a wide range of global sports organisations on areas such as strategic planning, marketing and communications, digital, fan engagement, public affairs, women’s football, league development, club development and knowledge sharing / capacity building programmes.  Geoff has created numerous academic models for the sports industry.  Geoff is on the Advisory Panel at the English Football League and Chair of the Sports Council Trust Company (Sport England organisation).

Check out Geoff’s online course in strategic planning at https://geoffwilson.teachable.com/

Geoff is also about to launch his new book – Leading Grassroots Sports Clubs – a practical guide on how to develop grassroots sports clubs. The book is due out in the Winter, but if you are interested in receiving a copy please fill in the attached enquiry form.

https://lnkd.in/eu75NSdH

The sports models created or co created by Geoff can be found below:

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