With a park like DCA, they need a tag line to sell it...after all, it's not going to sell it's self.
Disneyland use to be able to sell it's self. "The Happiest Place on Earth" was the tag line for how many years? Walt didn't need to come up with some tag line each year to get people there. Maybe they need a tag line of:
If your really love your child, you'll bring them to Disneyland.
If you really love your child, you'll buy them everything in the park.
I think Happiest Place on Earth sign needs to return. It says it all.