A recent increase in Disneyland ticket prices, as well as raised rates for things like parking, means that Disneyland Resort is now either as expensive — or possibly more expensive — than going to Disney World. What is most impressive about these price increases is the rate at which Disneyland has inflated its ticket costs. Whereas tickets were $40 per day twenty years ago, they’re not a staggering $164 per day to attend Disneyland on busy dates. That’s more than quadruple the cost in just two decades!
Like Disney World, some of the inflated costs are more hidden than just base ticket price increases. At Disney World, the costs are increased via pay-to-ride line skips that were free in the past. However, at Disneyland, a different strategy is being employed, with much of the increase occurring in parking fees. Overall, it appears that going to Disneyland will cost most families about 8% more this year than last, although that number can fluctuate depending on what you do, where you stay, and when you go.
Last year Disney laid off 28,000 workers. The CEO made 1,242x the median worker.
The company issued a $1.5 billion dividend while 68% of workers said they were food insecure.
It just raised Disneyland ticket prices to $164, up 165% since 2000https://t.co/dYTtTlEDWz
— Dan Price (@DanPriceSeattle) October 26, 2021
Still, Bob Chapek’s company has yet to find a price that people won’t pay. Despite outcry from Disneyland passholders over the new system they face, the new top-priced annual pass is already sold out for Anaheim. It’s impressive that Disney continues to raise its domestic park entry fees, and so far there is no loss of appetite. And in that situation, it’s hard to fault Disney for the maneuver. From a business standpoint, why offer a service at a cost less than what customers are willing to pay?
There is at least one problem for Disney, however, and this is something we plan to cover at That Park Place. While The Walt Disney Company is happy to raise costs for their parks, and thus revenue, they’re also working on maintaining a certain social image. One thing they’ve been very careful about is ensuring they are viewed positively as being on the right side of minority issues. But Disney is keenly aware of two problems they have: one, they’re pricing many minority families out of Disney Parks, and two, their not getting the Disney+ subscriptions from specific demographics that they want. It’s going to be very difficult for Disney to keep up the image of “Reimagine Tomorrow” if the only guests who can afford to go through the turnstiles are affluent families of privilege.
For now, however, they’re all too happy to see the profits ever increase.
