Up, Up (and not going) Away!

Disneyland has, again, raised it’s prices and this time primarily affecting annual passes. The article is worth a read and so are the comments by Facebook readers. It’s interesting to note that no matter how big or small the increase… there will always be push back from the public. I am curious myself, as the article said, if this recent increase is being done to “control” the issue of the park being at full capacity on peak days. The bulk of annual pass holders has always been Southern California locals.

My Two Cents: No matter the increase, and no matter the dollar amount, Disney knows folks will always pay— and this practice is not going away.

UPDATE- 10/6/15: This article ran in today’s paper, “‘It’s a slap in the face’ or ‘Disneyland is my comfort zone’: Fans react to Disney price hikes.”

The Register usually runs these reaction stories each time Disney does the price hike, but there were some pieces that stood out to me that really show both sides and makes one wonder…

Some, however, believe Disneyland had to do something to reduce its annual passholder base that an unofficial Disney website three years ago said was 1 million strong. With a “Star Wars” themed land coming to Disneyland in the next couple of years, some believe this is a way to thin out the masses now rather than later.

“Disneyland has more annual passholders than they can handle, as proven by the logistical debacle every time they hold a 24-hour event,” said Seth Kubersky, co-author of the “The Unofficial Guide to Disneyland.” “Their infrastructure can’t handle their AP (annual passholder) population and also properly service the out-of-town guests who spend much more money.”

Emmanuel Elefante, a graphic designer from Torrance, said he doesn’t mind paying the high annual price, because it is worth it to him. He’s had an annual pass for 10 years.

“Disneyland is my comfort zone,“ the 24-year-old said.

Louella Laureola, 44, of Buena Park plans to buy five passes again when the current ones expire in February. Now, the family is paying $779 apiece for Premiums with no blackout dates. She and her husband will pay $849 apiece for Signature passes, with a two-week blackout period that includes Christmas and New Year’s Day.

“It’s a form of entertainment for us,” said Laureola, who works in pharmaceutical sales. “I consider it like a car payment. We’ll sacrifice other things so we can keep going.“

Disney would never admit to the “thinning” as it’d be a sensitive business concept, but the quotes by passholders Elefante and Laureola go to show what I had written previously— Disney knows folks will always pay. And not just by the means on-hand to do it, but also the fact that some will sacrifice (ie: including skipping some bills) to make their coveted trip. This is not to say that Disney is devious, but it’s well known that folks have done this in the past. Who hasn’t had a friend or family member who either has done extremely well financially, or have said that they’re going to cut back/skip on other things just so they’ll make the trip?

Going to the Disneyland Resort: It’s a choice. Easy to blame the park for the hikes, but it’s also up to the guest who chooses to pay.

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