Walt Disney is instituting variable pricing at different times of the year for its U.S. theme parks, following through on a plan it started polling users about last October in an effort to better even out demand amid growing attendance.
Under the new policies, effective immediately, visitors to Disneyland and Walt Disney World could see anything from a 4% discount from current prices to a 20% increase, depending on which park they visit and when.
Both the company's domestic parks will now have three sets of prices: "value," "regular" and "peak." Those categories will typically correlate to weekdays (value); weekends and summer weekdays (regular); and holiday periods and summer weekends (peak).
At Disneyland in Anaheim, Calif., prices are changing from $99 a day for adults currently to $95 on value days, $105 on regular days and $119 on peak days. At Walt Disney World's Magic Kingdom, the company's most popular park, value tickets will be $105, the same price as an all single-day admission previously. Regular-period tickets will be $110 and peak $124.
For other parks in Orlando, such as Epcot, tickets now cost $97, $102 and $114, compared with the current $97.
Attendance at Disney's domestic parks was up 10% in the most recent financial quarter, compared with the same period a year ago ended Jan. 2.
(END) Dow Jones Newswires