Surge Pricing Arrives In Disney's Magic Kingdom Just in Time for Star Wars Opening

HughPickens.com writes: Taking a page from the Uber playbook, Christopher Palmeri writes that Disney's six parks in Orlando, Florida, and Anaheim, California, are raising the cost to visit its theme parks as much as 20 percent during the busiest times of year and lowering them on typically slow days. Previously, the parks charged the same price for a one-day pass any time of year. "The demand for our theme parks continues to grow, particularly during peak periods," the company said. "In addition to expanding our parks, we are adopting seasonal pricing on our one-day ticket to help better spread visitation throughout the year." The move is designed to help manage traffic at the parks, which had record visits in the final three months of 2015. Busy days at Disney's amusement parks cause long lines for customers, and even gate closures. Dynamic pricing is meant to financially incentivize customers to choose less-busy days, spread out attendance, and to make as much money as possible on days when the park is historically expected to be full. It is also likely to boost Disney's total revenue since most visitors will pay more for their tickets.

One reason Disney may expect bigger crowds this year is the upcoming Star Wars theme park expansion which includes a virtual reality ride that allows guests to control the Millennium Falcon in an aerial battle with the First Order. "Star Wars is, for lack of a better word awesome," said Harrison Ford. "I'm so blessed that I had the opportunity to be a part of it. To walk in these iconic locations. And soon, you'll be able to do that as well. Not in a galaxy far, far away, but in a place close to home."

Comments

20% isn't surge pricing

[Overzeetop]

200% would be surge pricing. 20% is just your run of the mill peak period price. I'm a bit surprised they didn't have seasonal pricing already (though, in effect, they do through specials and offers).

This is not surge pricing

[rsborg]

This is seasonal pricing, and as long as it's advertised in advance is very common in various industries.

Surge pricing (a la Uber) is random periods of higher price - it could be normal pricing one minute, then surge the next.

Completely different. This article is Uber-cliqbait.