That didn't take long. Just one day after reopening new Magic Key annual pass sales, Disneyland has stopped sales. (Update: The Believe Key closed first on Thursday, followed by the Imagine and then the Inspire Keys.)
"While we know this will be disappointing news to Disneyland fans, it's important that we help protect the experience for Magic Key holders and the value those passes provide," a Disneyland official said. "Renewals for current Magic Key holders within their renewal window (up to 30 days before pass expiration) will continue for all available pass types at this time."
Disneyland had halted sales of some Magic Key levels last year before closing all levels earlier this year. By closing annual pass sales, Disneyland is hoping to keep some demand pressure off its mandatory advance reservation system, which Magic Key holders must use to visit the parks.
For more information on the current state of Disneyland's new annual pass program, please see our previous stories:
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Obviously the price points are too low ; I’m sure Disney will increase prices and reshuffle the deck again to see how far they can push the demand curve.
I wonder if potential Magic Key purchasers were not busy trying to get Taylor Swift tickets would Disney have stopped sales even sooner.
Magic Key has become the ultimate okie-doke.
TwoBits
November 16, 2022 at 12:05 PM
You beat me to it, Russell. These new sales will be snatched up quickly. I dare say they will be shut down by the end of the week!
CALLED IT!
At this point they should just go for it. Double the current price and see if they sell out or not...lol
Honestly, they could do what Ticketmaster does for high-demand events, and price Magic Keys on a sliding scale. As supply dwindles, prices go up exponentially.
Something has to change, Russell. I don't know how many APs were sold in the latest wave, but as quickly as they were grabbed, its obvious that they are underpriced. Disney may be losing out on millions of dollars in profits here, and I can't imagine Chapek is happy about losing out on that much cash.
I think I've gotta label this one as an epic fail. Opening sales of Magic Keys after they've been closed for months, only to stop sales less than 24 hours later is certain to burn some people, and I wouldn't be surprised if it does lose the resort some business.
If Disney wants to maintain a reasonable number of passes without making the prices astronomical and avoid these types of snafus in the future, I really think the only viable option at this point is to go to a waitlist system. A $179 refundable deposit gets you a spot on the waitlist, then when there are a sufficient number of non-renewals for the tier, those at the front are given the option to buy at the current price (which may be higher than when they joined the list) or pass and get their deposit refunded. Once you're in, you can stay in as long as you keep renewing, but if you drop out you have to go through the waitlist process again to get another Key.
And AJ creates Disney Genie Plus+.
Disney should just stop beating around the bush and set up a program where their superfans can set up their paychecks for direct deposit into a Disney bank account. Then the Disney Accounting Department can determine a reasonable allowance for living expenses, and distribute ONLY that amount back to the individual. Finally, (via Genie +) Disney can send the schedule right down to the minute in which the individual is allowed to come enjoy Walt Disney’s Enchanted Tiki Room, etc.
And now Iger is back so hopefully we change a lot of these problems.
I get the feeling that Disneyland Resort doesn't want tourists anymore. I thought that Disney was going to underemphasize their reliance on APs, but the opposite is happening.
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And now Inspire passes are paused too.