Photo by Erin Heaton

Last week, Disney announced that single-day ticket prices would now vary based on the demands of that time period. Each day now requires a Value, Regular, or Peak Ticket for entry with higher rates going up the scale. There was also a hefty increase to the costs of multi-day passes, which don’t currently use the seasonal pricing model. There’s been speculation this change might happen ever since Disney surveys included questions about this approach. Even so, it still generated a strong reaction. This type of frustration is common when Disney raises prices and can inspire some to claim they’ll never visit again. We can purchase tickets from discount sellers like Undercover Tourist, but increases still make a dent.

Each new increase sends most Disney fans into two passionate camps. One side complains that current leadership is betraying Walt’s memory, while the other reminds them that Disney is a public company designed to generate profits. Each side has valid points, but the logic is often lost in loud statements claiming the end is near. The parks remain very crowded throughout the year. The Magic Kingdom remains popular even during the slowest days. The change has been dramatic.

It’s easy to look at Disney’s popularity and recognize that prices will keep rising due to higher demand. The tipping point where attendance grows stagnant due to prices isn’t on the horizon. Each person has their own limit, but it’s nearly impossible to resist the allure of the parks. They’re like a drug that grabs you and refuses to let go. Disney knows what it has and can even draw crowds to parks undergoing a major upheaval like the Studios.

Photo by Erin Heaton

Owning the Parks

I’ve sensed a shift in fan anger during the past few years, and prices are only one factor. In fact, I’m not convinced they’re the most important reason. I’ll use my first adult trip to Walt Disney World in 2005 as an example. My wife and I were dating and booked a five-night stay at the Pop Century in January. Travel was still down following 9/11, and the prices were extremely cheap by Disney standards. Our room was only $55/night, and a five-day park hopper was just above $200 a person. That’s quite a change, but it’s more reflective of the lower demand for the parks than corporate greed. They were virtual ghost towns during our entire week.

What made that trip so memorable was the amazing feeling created by the quiet atmosphere. It felt like we owned the parks and could explore them at our leisure. There were few bottlenecks and little chaos from tour groups. Lines at restaurants were minimal, and you barely needed FastPass. I didn’t spend countless hours thinking about touring plans and avoiding the crowds. Many passionate fans experienced a similar vacation, and that positive trip drove their interest. They returned frequently and became more than just normal parks guests. A longing for that charming past experience remains with many of us, and we don’t see always it today.

There’s little that management can do to recreate the off-season experience of a slower time, and they obviously don’t want to discourage visitors. Technological developments like FastPass Plus claim to deliver that kind of magic, and it sometimes works. It still requires more than simply walking through the gates, though. Fans have long memories, and we know when the marketing isn’t legitimate. The parks are still amazing places, and guests don’t expect to spend their day in tight quarters. Disney’s popularity has become a crutch, and there’s no easy way to change the trends.

Photo by Erin Heaton

Prices as Crowd Control

Disney’s press release claimed the seasonal pricing will help to balance demand across different time periods. It’s an intriguing concept, but I don’t expect it to have a significant impact. The peak seasons correlate to school schedules, and most families can’t adjust their vacations. My daughters are getting older, so we won’t be traveling during the off-season. These changes only impact the single-day tickets at this time. It’s possible that locals will adjust their trips, but the change wouldn’t be large enough.

There are greater challenges in California, where the large number of annual passholders plays a huge role in crowds. Disney has greatly increased the costs of those passes to quell those crowds. It would take quite a large hike to make a dent in that zone. Disney will make larger profits on their tickets, and that’s the only certain impact. I believe adding capacity is a better choice, but that requires capital investment. It’s easier for Disney to raise prices and hope for the best.

Photo by Erin Heaton

What Should Fans Do?

If you still love visiting the parks, you have limited options. We just had an incredible trip in January, so I don’t plan to stop. There are easy ways to cut back on spending beyond the tickets, however. Skipping one table-service meal is enough to offset the difference. Cutting back on souvenirs is another easy solution. One of the largest expenses is hotels, so deciding to stay off-site or downgrading your resort is a fix. There’s no cheap way to visit Disney’s theme parks, but there are ways to stick to a budget.

Beyond the costs, the other question is coping with the evolution of Disney as a company. Wall Street analysts are excited about the dynamic pricing strategy. Many of us grew up with the idea of Walt Disney World as a magical place designed to please its guests. Taking a more pragmatic approach to the parks can help with disappointment about its corporate decisions. We may not agree with where they’re headed, but there is still value in a Disney trip.

If you’re done with the Disney parks, there are other entertainment options in Orlando and across the country. Universal, Sea World, Busch Gardens, and Legoland all can provide great fun, and new venues keep appearing. There are still lots of cultural sites that I haven’t even visited in my hometown of St. Louis. I’ve been fortunate to visit Walt Disney World regularly as a kid and adult, and I shouldn’t take that for granted. I’m still good at this point, but you never know. The industry is changing rapidly, and companies that don’t evolve lose market share. If Disney coasts for too long and focuses on profits, they may not hold the crown forever.

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