It’s an annual ritual for theme park fans. Disney raises their ticket prices. Sometimes it’s a few dollars a day, sometimes more…and then the price increase ripples across the theme park landscape as parks from San Antonio to Tampa follow suit. There’s some complaint, a bit of reporting, and a sprinkling of analysis, and then everyone goes back to business as usual. But this year things went a little bit differently, and the rumors say the status quo may change more yet.
When Disney announced its ticket price increases for Disneyland in May 2012, more than a few California visitors were hit with sticker shock. Disney pressed Disneyland guests hard this year, with single day tickets rising $7 (about 9%) and Premium Annual passes, which include parking, skyrocketing $150, a whopping 30% increase over the previous year’s prices.
Disney executives naturally refused to comment on speculation that the price increases were in part implemented to offset the $1.1 billion overhaul of California Adventure, simply stating that the parks “periodically evaluate and adjust our pricing structure to ensure we are offering a great entertainment value.”
But rumors say that the price increases may not yet be over for Disneyland guests. According to a recent report by David Koenig of Mouseplanet.com, a second price hike is rumored in the 4th quarter of 2012, potentially followed by the usual annual price increase again in 2013. If the rumors are true, Disneyland could potentially see single day tickets pass the $100 mark before the end of next year.
Ticket prices held steady between 1997 and 1998
The question is whether Disney’s confidence in its offerings will overcome the sticker shock. Theme park prices have far outpaced the economy in terms of “inflation.” A look back to 1997 reveals ticket prices under $40 (with $5 parking), and 1998 did not see any increase. Even 2002′s $50 price tag pales in comparison with 2012′s $89 a day (with $14 parking). Few things in the larger economy have almost tripled (like the price of parking) and although, as we discussed in last year’s analysis, entertainment has become increasingly important to Americans, there are limits to what consumers will pay.
Where those limits are is the real question. Disney parks provide a unique, high quality experience deeply connected to American popular culture and the personal history of many around the world. The parks are constantly being maintained, expanded, and improved, and those improvements, while calculated to draw in more guests, do come at a cost.
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