Don't ask me for advice, it'll have too much pepper! And no sugar.
One related thing - try making herb salts that can be rub components. For example, something like sage or rosemary, fresh and about half-dried, run with kosher salt in a blender or food processor to make a green-flecked seasoned salt. Something like that can be generally handy in the kitchen anyway.
As for the pepper, look for high-quality paprika, not all of them are hot and they can lend a very rich flavor. Some are smoked but if you're using this in a smoker then you already have that covered.
I suppose sugar helps as a binder, but I just don't have much of a sweet tooth.
Thanks for the tips, I also don't have much of a sweet tooth (drives my girlfriend that loves to bake nuts....) But I do like just a tad, I'm especially fond of adding a little cinnamon to mexican style rubs, and maybe a touch of brown sugar (though the time I did add some brown sugar, I added so little you couldn't tell at all. As to the Disney rub, I had planned to reducing the amount of sugar, as 2 pounds seems like overkill for my tastes, but it does look like a good place to start with some modifications. Foods that are too sweet tend to make me sick to my stomach, I once made the mistake of getting a jack daniels burger at TGI Friday's once, and added some of the sauce that came with it... I had to scrape everything off and pretty much just eat the patty it was so sweet.