A battle for Orlando: Theme parks expert Beth Novak weighs in on the opening of Universal鈥檚 Epic Universe

Theme parks in Orlando continue to grow, and this time around, it鈥檚 something truly epic. The recent opening of Universal鈥檚 new theme park, Epic Universe, may just rival Walt Disney World in ways not previously seen. What used to be two or three days spent at Universal and the rest spent at Disney may now shift to full-week vacations immersed entirely in Universal intellectual property (IP). But can this new park truly challenge Disney鈥檚 stronghold on Orlando tourism? And in what ways does Epic Universe embrace Disney鈥檚 legacy while attempting to elevate beyond it?

Beth Novak, an associate professor in 花季传媒鈥檚 School of Media Arts and Studies and an expert on theme parks and immersive storytelling, says the two giants are clearly influencing one another in an exciting and competitive way.

鈥淭he competition between Disney and Universal is actually good for fans. It forces both companies to innovate and create richer, more immersive experiences,鈥� Novak said.

Universal, she explains, normally targets an older crowd, offering more thrill rides and intensity.

鈥淯niversal has always skewed older鈥攎ore thrill rides, more intensity, a little more edge. Every fall they host their Halloween Horror Nights which have become iconic, and they're not afraid to lean into IPs like Monsters, which really shine in a spooky, immersive environment. But with Epic Universe, they鈥檙e balancing the thrill with story, and strategy with spectacle.鈥�

According to Novak, who teaches a course on storytelling in theme parks鈥攆rom immersion and technology to marketing and layout鈥攐ne of the most compelling aspects of Epic Universe is its structure. Unlike previous Universal parks, which eschewed Disney鈥檚 famous "hub-and-spoke" model, Epic Universe embraces it with a twist. At its center is Celestial Park, with four immersive lands branching off: The Wizarding World of Harry Potter - Ministry of Magic, How to Train Your Dragon 鈥� Isle of Berk, Dark Universe and Super Nintendo World.

鈥淚t鈥檚 a fresh structure for Universal, but with their own spin鈥攍ands are self-contained, immersive, and don鈥檛 blend. You have to return through the hub to enter another land. It's a design that enforces immersion rather than diluting it, and something Disney has done well for many years in their parks.鈥�

Novak sees this layout as a serious leap forward, but the ambition extends far beyond layout. The park spans 110 acres, comparable to Disney鈥檚 Magic Kingdom, but it鈥檚 just a portion of the 750-acre area of land that Universal owns in which they could expand on. According to Novak, this speaks volumes to Universal鈥檚 long-term goal: to become the centerpiece of a full vacation experience, not simply a complement to Disney.

鈥淲hat Disney does best is creates that 鈥榖ubble鈥� that you don鈥檛 see the outside world. Universal is trying to replicate that now with Epic Universe, but in my opinion, they still have a way to go to truly create a space that takes visitors away from reality.鈥�

Still, Universal is moving in that direction. They've invested in new resort infrastructure, transportation corridors and immersive storytelling. But this expansion also highlights one of the most pressing issues in the industry that Disney also suffers from: pricing and accessibility.

鈥淚t鈥檚 getting nearly impossible for a family to afford a trip to these parks. What used to be a magical experience has turned into a logistical and financial challenge. The industry is hitting a tipping point. People are starting to question the balance between the cost of a vacation and the value they鈥檙e getting. And so far, no one鈥檚 really figured out how to fix it.鈥�

When Epic Universe was first announced, visitors had to buy multi-day tickets. Single-day passes are now available, but they come at a high cost with adult tickets costing $139 per day and children鈥檚 ticket costing $135 per day. Express Passes, once a luxury, are now necessary to avoid hours-long waits and can double the cost of admission. Similarly, perks like free transportation, FastPasses, and parking have all become paid extras as well.

This cost inflation isn鈥檛 exclusive to Universal. Disney, too, has introduced tiered pricing models and has removed previously included benefits like direct transportation from the airport, leading many fans to feel priced out.

And despite rising prices, both companies face backlash over underpaying their frontline staff.

鈥淥f course, none of this innovation is cheap. Universal鈥檚 hiring a whole new fleet of employees to run the park. Disney鈥檚 facing criticism for undervaluing its cast members. Everyone鈥檚 charging more while delivering less 鈥榠ncluded鈥� value, and the industry's balance between profit and experience is starting to wobble,鈥� Novak explained.

From a tech perspective, Epic Universe is a showcase of innovation. Attractions like Mario Kart: Bowser鈥檚 Challenge use augmented reality, while Mine-Cart Madness introduces a new 鈥渂oom coaster鈥� technology. These innovations speak to a generation of guests who want rides that are immersive, interactive and dynamic.

Even thematically, Universal is pushing creative boundaries. Dark Universe creates a creepy but elegant space that doesn鈥檛 rely on any single IP but incorporates various famous movie monsters like Dracula and the Wolfman.

鈥淭he new Monsters land is clever because you don鈥檛 have to love any specific horror film to enjoy it. They鈥檝e leaned into atmosphere and world-building,鈥� Novak added.

Meanwhile, How to Train Your Dragon: Isle of Berk taps into both nostalgia and timeless adventure.

鈥淚t might seem like a kids' franchise, but it's beloved by adults who were teens when the first film launched and the level of immersion is so rich that the IP almost doesn鈥檛 matter.鈥�

The Harry Potter-themed land, originally planned to revolve around the 鈥�Fantastic Beasts鈥� franchise, pivoted to the Ministry of Magic, making it more aligned with what fans love most. And of course, Super Nintendo World arrived in Florida after success abroad, with fan-favorite design and interactivity intact.

In addition to the immersion within the attractions and lands itself, they have also added to the storytelling through new restaurants and bars that serve fun and themed food and drinks, adding to the experience and making for a captivating Instagram post. 

According to Novak, this innovation war with Disney is far from one-sided and has been going on for years.

鈥淲hen Universal launched The Wizarding World of Harry Potter, Disney responded with Pandora and Galaxy鈥檚 Edge. Future plans for Disney also include a Villains Land and 鈥楥ars鈥� expansion at Magic Kingdom, as well as Animal Kingdom updates but Disney hasn鈥檛 announced an entirely new park and that鈥檚 what makes Epic Universe different, it鈥檚 not an update. It鈥檚 an entirely new world.鈥�

And that new world may tip the scales. Disney has long mastered the art of keeping guests on property for three, five, and a lot of time seven days, but Universal hadn鈥檛 quite cracked that model until now.

Later this year, Novak will visit both Disney and Universal, including Epic Universe, and says she鈥檚 eager to see if Universal can replicate the emotional magic that defines Disney experiences.

鈥淔rom a personal standpoint, I resonate more with the Disney IP and think it鈥檚 the magic of when tech and storytelling meet. Attractions at Disney like Rise of the Resistance in Disney鈥檚 Hollywood Studios and the Beauty and the Beast Ride at Tokyo Disney give me that feeling鈥攚hich can be rare. But if Epic Universe can bottle even a little of that, Universal鈥檚 about to up the ante for immersive experiences.鈥�