History Shows Higher Prices Will Not Push Fans Away
ID:
TMS-5150
Source:
Orange County Register
Author:
Robert Niles
Dateline:
Posted:
Status:
Current
With Disneyland having raised its ticket prices again, many people are asking if this will be the increase that finally causes fans to stop visiting.
Just like they asked that the last time Disneyland raised prices. And the time before that, and the time before that, and the time before that … .
Sure, that new top one-day Park Hopper price of $244 might drop the jaws of people who have not been paying close attention to Disneyland prices recently. But those who have been watching Disneyland know that a one-day ticket to Disney long has been a sucker’s deal.
Disney prices its theme parks to all but force you to commit to more visits than that — to either buy a multi-day ticket and make it a vacation or buy an annual pass and make Disney’s theme parks part of your lifestyle. Turn your Disneyland Resort trip into a five-day visit and then you will pay $95 a day for a Park Hopper — or just $83 a day if you visit one park per day.
Of course, people have alternatives. If you are visiting Southern California and want to spend “a day at Disneyland” because you think that’s an important part of the local experience, go to Knott’s Berry Farm or Universal Studios Hollywood instead. (Between the two, go with Universal if you want something with movie and TV characters. Pick Knott’s if you want an old-timey California experience.) You will spend far less money and enjoy your day.
Disney leadership is betting that after a few of those visits, though, you will want to budget the money and extra time for what it sees as a superior experience. Recent attendance trends suggest their confidence is well justified.
According to the just-released TEA/AECOM Theme Index industry attendance report, Disneyland welcomed an average of nearly 35,000 people per day on the days it was open in 2021. Disney California Adventure saw an average about 20,000 visitors per day last year, according to the report. For context, in 2019 — before the lockdowns and reservation requirements — Disneyland welcomed an average of more than 51,000 visitors a day, with DCA getting about 27,000, according to TEA/AECOM.
Remember that the state sharply limited Disneyland’s daily attendance for nearly two months after the parks reopened in late April 2021. Disneyland also continues to limit daily attendance voluntarily through its new reservation system, though by most anecdotal reports, daily attendance throughout 2022 has been higher than it was last year.
Disneyland officials have said that they do not want to go back to 2019 attendance levels. If the latest price increase keeps a few fans away, that will just mean less pressure to claim the parks’ available daily reservations. Whatever it charges, Disneyland has shown that it can fill its parks to the level it wants.
Yes, Disneyland needs to expand to accommodate demand for its theme parks, even at these higher prices. But with all the extra income this latest price increase will deliver, Disney surely will have the money to pay for that.
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