Disney Tries ‘Dynamic’ Pricing

The Wall Street Journal: “After raising some ticket prices for its theme parks by more than 20% over the past five years, Walt Disney Co. will set a new benchmark this week when it offers die-hard fans the chance to attend a six-hour preview of a new attraction at Disneyland—for $299. Even for fans used to high prices, the $50-an-hour sneak peek at Pixar Pier on Friday, a day before the attraction officially opens, breaks new ground.”

“Raising prices—currently around $100 on average days and more than $120 during ‘peak’ times around holidays—could mitigate tourist appetite and increase Disney’s profits. The company, however, is wary of appearing to gouge customers, according to theme-park executives and analysts, and going against founder Walt Disney’s vision of affordable family entertainment.”

“Disney parks executives are working on adopting a dynamic pricing model similar to airlines, in which prices fluctuate depending on when a ticket is purchased, this person said. Disney already has introduced a limited version of dynamic pricing to its parks, charging a range of prices based on three categories of dates: ‘value,’ ‘regular’ and ‘peak.’ Prices range from $97 to $135 for Disneyland and between $102 and $122 for Walt Disney World.”

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