I think the idea is that after these dates you'll be able to go to guest services, the event is just to take care of the bulk of them.
Way back when, I was sent to Guest Services to pickup my new card. I expected to have to pick it up but the line and drawn out experience of it was disappointing as I was really into hopping around the park. I think it was back when they put your photo on the card. So, turn on your patience, it ain't a themed queue!