Disney World, it is known as “the happiest place on Earth”, and with millions of guests visiting and returning every year many wonder how Disney maintains such high levels of customer satisfaction. Although Disney may be known for their castles, cruise ships, hotels and movies, the one thing that sets Disney apart is their special, individualised and unscripted guest interactions, which they like to call “magical experiences”. Disney has created a whole new level of guest interactions which has allowed them to successfully achieve a customer return rate of over 70% (Kinni, 2011). However, with such a big park and so many visitors, how are cast members able to create such a memorable experience? It all comes down to the practical magic. Kinni