From Club to Kingdom: The Power of the Disney Fanbase with D23

Fandom Unpacked

What happens when you gather Disney's most passionate fans in one community? Michael Vargo, Senior Vice President of D23, reveals the magic behind Disney's official fan club in this captivating conversation.
From its humble beginnings in 2009, D23 has evolved into a global phenomenon connecting Disney's most devoted followers—passionate enthusiasts who visit theme parks regularly, watch films multiple times, and build lasting friendships through shared Disney experiences.
The jewel in D23's crown is its Ultimate Disney Fan Event (formerly the D23 Expo), which has transformed from a convention center gathering into a sprawling, week-long celebration across Anaheim. Here, fans dress as their favorite characters for the spectacular Mousequerade costume contest, get first access to exclusive announcements, and connect with Disney creators in intimate panel discussions. As Vargo explains, planning begins immediately after each biennial event concludes, with teams constantly asking: "How do we top what we did last time?"
What truly sets D23 apart is its role as Disney's direct channel to superfans. Members receive first access to announcements, products, and experiences—a strategy that recognizes and rewards their dedication. This approach extends beyond Disney's California and Florida hubs through traveling events across America and international expansions to Tokyo and São Paulo, ensuring fans worldwide can participate in the magic.
Whether you're a Disney devotee or a brand looking to build stronger communities, this conversation offers valuable insights into creating authentic fan engagement that spans generations and continues to thrive after 100 years. Listen now to discover how Disney turned casual interest into lifelong passion through the power of community.

Recorded Tuesday, June 10th, 2025
Hosts: Kyle Fox, Account Group Director for Disney, Situation & Damian Bazadona, CEO & Founder, Situation
Guest: Michael Vargo, Senior Vice President of D23, Corporate Events & Walt Disney Archives
Producer: Peter Yagecic, Innovation Advisor, Situation

Chapters

1. Introduction to Fandom Unpacked (00:00:00)

2. What is D23 and its Origins (00:02:50)

3. Nurturing Disney's Multigenerational Fanbase (00:05:18)

4. Evolution of D23 and the Ultimate Fan Event (00:08:50)

5. Behind the Archives and Corporate Events (00:14:27)

6. Balancing Nostalgia and Innovation (00:19:36)

7. Building Disney's Fan Community (00:24:03)

8. Future of Disney Fandom (00:29:42)