For guests, the holidays at Downtown Disney District seem to arrive almost overnight. Storefronts sparkle, festive merchandise fills the shelves, and familiar holiday music sets the mood. But for the cast members who create those experiences, the holidays begin in January.
Where the Holiday Story Begins
Months before the first decorations appear, teams across Disneyland Resort are already imagining what the next holiday season could look and feel like. From window displays and graphics to merchandise presentations and even the music guests hear while shopping, hundreds of details come together to transform a visit to the shops into another piece of holiday magic.
Each of those details is produced by dedicated teams of cast members, who come together to create immersive environments.
At the heart of the process is Disney’s Product Development and Visual Design team, led by cast members like Rebecca Atterbury, a senior manager of Retail Visual Design whose three decades of visual merchandising experience help shape how holiday stories are brought to life in retail locations throughout the resort.
Working from an established holiday style guide and art package developed by product design teams, Rebecca’s team translates creative concepts into immersive retail experiences.
“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,” shared Maricela Valadez, a member of Rebecca’s team who serves as a manager of Retail Visual Design. “The environment should feel welcoming, joyful, and visually inspiring, encouraging them to explore, discover, and create meaningful memories through the products and storytelling around them.”
Bringing the Story into Stores
Once concepts for the holiday installation are finalized, the visual merchandising team determines how products will be presented to guests.
This is when Christine Dunklin, a senior manager of Visual Merchandising, and her team carefully select merchandise assortments and develop product presentations throughout stores. Every display is designed with the guest experience in mind.
“Visual merchandising is about creating a cohesive story that brings products and programs to life,” explained Christine.
The Holiday Magic Takes Shape
After months of planning and design, the highly collaborative transformation begins.
According to Rebecca, the process is deeply integrated, with Product Development driving the creative vision, Visual Merchandising shaping how products and stories are presented, and Operations helping ensure successful execution in the field. Resort Enhancement teams also play a critical role in bringing designs to life. Together, the teams balance creativity, functionality, and storytelling to create a seamless guest experience.
Meanwhile, another critical piece of the process happens behind the scenes.
Another team involved in supporting holiday installations is the Distribution Services team, who is responsible for picking up and delivering all the products needed for installations across locations. The team’s work helps ensure every other team has every item they need to bring displays to life on schedule.
Store Planning teams then help determine how retail spaces are organized and utilized from a business and operational perspective, while Merchandise Operations teams ensure locations are fully set, stocked, and ready for guests once installations are complete.
The Moment It All Comes Together
Perhaps the most rewarding moment for the teams involved is seeing the completed experience, and for Rebecca, this never gets old.
“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 shared. “The holidays are a time when traditions, memories, and emotions come together in a unique way, and it’s incredibly rewarding to help bring that magic to life through thoughtful design and storytelling.”
Guests take home cherished memories of festive storefronts, carefully curated merchandise displays, and moments shared with family and friends, all made possible by the cast members working behind the scenes.
For Rebecca, that’s the ultimate goal. “My hope is that guests remember how the resort made them feel,” she shared. “From the festive atmosphere and thoughtful details to the exceptional service and unforgettable experiences, I want them to carry a sense of warmth, wonder, and connection long after the holiday season has ended.”
And while guests may never see the months of planning, creativity, and collaboration behind every holiday detail, they leave with what matters most: memories of a merry season at Disneyland Resort, made a little more magical by the cast members who brought it to life.
