Ever wonder how the holidays appear overnight at Downtown Disney? While guests just see glowing storefronts and festive garlands in winter, the magic actually starts way back in January behind the scenes.
Where the Holiday Story Begins
Months before the first bauble hangs, teams across Disneyland Resort dream up the next festive season. From window displays and graphics to the background music you hear while shopping, hundreds of creative details come together to turn a simple retail visit into pure holiday magic.
Dedicated cast members build these immersive environments from scratch.
At the center of it all is Disney’s Product Development and Visual Design team. Rebecca Atterbury, a senior manager with three decades of experience, helps shape how these holiday tales come to life in shops across the resort.
Armed with an established holiday style guide, Rebecca’s team translates flat creative concepts into fully immersive retail spaces.
“One of the things I love most about my role is seeing an idea start as a simple sketch or conversation and eventually become something guests can experience and enjoy,” shares Maricela Valadez, a retail visual design manager. “The environment should feel welcoming, joyful, and visually inspiring.”
Bringing the Story into Stores
Once the creative direction gets the green light, the visual merchandising team figures out how to display the products best.
Christine Dunklin, senior manager of Visual Merchandising, curates product assortments for every store. Every single display exists entirely for the guest experience.
“Visual merchandising is about creating a cohesive story that brings products and programs to life,” explains Christine.
The Holiday Magic Takes Shape
After months of planning, the massive team effort truly kicks into gear.
Rebecca points out how deeply integrated the process is. Product Development drives the creative vision, Visual Merchandising shapes the presentation, and Operations guarantees smooth execution on the ground. Resort Enhancement teams also step in to build the actual designs.
Meanwhile, crucial work happens entirely behind the scenes.
The Distribution Services team picks up and delivers every single item needed for the installations. Their heavy lifting ensures every team gets what they need right on schedule.
Store Planning then optimizes the retail layouts, while Merchandise Operations gets every location fully stocked and ready for opening day.
The Moment It All Comes Together
Seeing the finished product never gets old for the veterans on the team.
“After 26 years with the company, what continues to inspire me most is seeing the joy and wonder that holiday experiences create for our guests,” Rebecca says. “The holidays are a time when traditions, memories, and emotions come together.”
Guests leave with cherished memories of sparkling storefronts and shared moments, all thanks to the unseen cast members.
For Rebecca, that remains the ultimate goal. “My hope is that guests remember how the resort made them feel,” she shares. “I want them to carry a sense of warmth, wonder, and connection long after the holiday season has ended.”
Guests might never witness the endless months of planning, but they definitely leave with the most important thing of all: holiday memories made truly magical by the people behind the scenes.
