Disney raises its ticket prices every year, and sometimes, twice a year. (The last Disney ticket price increase was in February, and many insider expect an increase in "day" ticket prices next month.) But this change in annual passes wasn't simply a price increase. By eliminating some pass options and introducing new ones, Disney is no-so-subtly trying to move its most loyal customers into passes with more blockout dates, spreading the load of those visitors toward less-crowded times of the year.
At Disneyland, the company effectively raised the price of its no-blockout annual pass by 35%, from $779 to $1,049 a year. From conversations with several people who own the soon-to-be-discontinued Premium pass, it appears that many of those passholders will opt to renew with Disneyland's new Signature annual pass, which costs only $70 than the old Premium pass and retains all of its benefits... save for adding a two-week blockout period around the Christmas and New Year's holidays — the busiest and most crowded period of the year. Those are the days when Disneyland would like thin crowds — without losing money.
The formula for that? A price increase.
Which raises this question — why just rely on annual passes changes to thin the crowds during busy periods? Why not raise the price of single- and multi-day park tickets on those days as well?
Disney might be about to do that. The company quietly has been surveying guests about a dynamic pricing structure that would increase the price of Disney World and Disneyland tickets during peak periods. Are last weekend's annual pass changes the first steps toward a dynamic pricing structure for Disney's U.S. theme parks? Read my Register column for more on this question, and please feel welcome to share your thoughts here in our comments.
Previously:
If the APs are designed to thin the herd, it seems unlikely that this will happen. People just keep buying the passes without hesitation. Certainly, Disney stopped selling the SoCal Pass although they can still be renewed. It appears they are delaying the inevitable, which includes building the third theme park and adding more high capacity E-Tickets in Tomorrowland and the empty lot in California Adventure. They need to do a better job of leveling the attendance at the two parks.
Disneyland often feels much more crowded during the parades and fireworks. They should consider a less castle focused fireworks show. The parades also impedes traffic. The tight spaces on Main Street is a big mess.
Dynamic pricing will have an affect, but there are limits.
Even if Star Wars Land increases ride capacity, all those people will still overload Main Street and the parade/fireworks viewing. I thought it was smarter to build the third theme park, but that probably would have meant a large increase in AP prices because it's adding a third park.
I walked up to guest relations today and asked how much for an annual pass. The lady asked if I wanted the 1% pass. It's the one that gives you access 365 days per year to both coasts, complimentary up-charge events, VIP seating for all fireworks and end-of-night shows, Christmas and Christmas Eve nights at Grand Californian or Grand Floridian, and 50% off merchandise, all for only $7499.
Oh no. That's quite outside my affordability range. I asked what else they had. She offered me the 99% pass, of course. That's the one that gives you access most Tuesdays and Wednesdays (June, July, August, and December excluded) after 2pm, one Saturday and one Sunday during the year which must be chosen at the time of AP purchase, a 5% discount on food and merchandise between the hours of 9am and 12pm on Mondays only, and one complimentary bottle of water per family or group. That one is $1200.
Ummm. Yeah. I'll take my business elsewhere.
Everyone is happy this way. I'm out of the 1% way in line, and I don't have to keep getting myself in debt to enjoy time outside of work. It's ridiculous that it has to be this way, but hey that's capitalism, and the private sector can do whatever the hell they want. I think I'm going to take at least a five year break from theme parks, and I highly advice that the 99% do the same thing. I'll go find peace within a national park.
Huh? Disney World currently offers 3 or 4 day tickets for Florida residents that cost $189 or $209. That's a 30% discount just for being a FL resident.
There's plenty of evidence to support the claim that Disney is greedy. Yet, they still offer some significant discounts, as well.
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