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Disneyland selling preferred parking

Disneyland has recently begun selling “preferred parking” spaces at the Mickey and Friends parking structure. The first dozen or so rows on each level are being set aside for a total cost of $35 (regular rate plus $17). I got something to say about that it turns out. Cliff notes…I think this is a terrible idea.

Usually I find myself defending Disney’s decisions. My reasoning is that it must be impossibly difficult to run an enterprise such as a theme park. Think how…PERMANENT most of the decisions made are. They’ve got many very smart people making these decisions. People with experience I must assume. Meanwhile, I’m just a guy with camera and a YouTube account. Who am I to say what’s right or wrong?

But then there are smaller decisions that can be scrutinized and second guessed with freedom. This idea to sell preferred parking at Mickey and Friends. This is a terrible idea. One that offers little benefit to the guest, but makes parking an even more challenging experience for the average guest. Who among us doesn’t get a little stressed out inside as we approach the parking structure? Will the line be long? How far up? How far back? I just want to get my day started!

So not only are the number of spots available for the common guest reduced, but it’s now going to take us LONGER to get there. This is because a conversation has to be had with every single guest paying for parking.

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“Would you like to pay for preferred parking?”

No. The answer is no. Hopefully in most cases, that’s the extent of things. But there will also be many guests who will want to know more? Preferred parking you say? Where? How? How much? Tell me more please! Then there are those who will WANT this. Then they’ll have to have a conversation about what to do next. There will be confusion. Cars not knowing where to go. Etc. Etc.

And all for what? So you MAYBE don’t have to walk an extra 300 yards or so. You see, there is every chance that if you choose NOT to get the preferred spot, you’ll get to park just yards FROM that area. In those cases, the preferred parkers have paid for a few steps only. Then we all get to walk together down the escalators and to the trams. Nobody gets a break from this. There is just so little benefit to the guest to make this worthwhile. Meanwhile, more chaos and confusion for everyone else.

To me, this is nothing more than a search for more money. I normally wouldn’t begrudge a company doing this. But when it’s so obvious and indefensible, it makes me a little upset. Don’t you see that this is costing you more in goodwill than you’re earning in cash? It costs you more in bad press, like this article for example, then you’re getting back in ROI? Disney…just stop it. STOP IT! Not everything has to be profited on. Some things are just for us. Walt would have agreed I’m sure.

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