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Old 12-03-2012, 07:14 AM   #1
DIS Veteran
Join Date: Mar 2009
Location: Southwestern Michigan
Posts: 1,022

Airline style pricing on theme park tickets?


What do you guys think about this idea? Personally I don't see logistically how theme parks (Disney at least) could implement this and still keep any sort of its current price discounts on tickets.

December 3, 2012 at 1:00 am
Theme parks considering airline-style entrance fees

Industry envisions bump in profits with variable pricing

By Sara K. Clarke
Orlando Sentinel

Disney is one of many theme parks considering charging varying entry prices at different times of the week. (Getty Images)

If theme parks were airlines, the price of admission to the Magic Kingdom might vary depending on how far in advance you bought the ticket, whether you wanted to go on a Tuesday or a Saturday, and if your visit happened to fall during the high-demand season around Christmas.

Though airfare-style pricing is catching on in other industries, many theme parks typically have offered it only for special events. But the idea of boosting revenue with such dynamic pricing and other types of variable-ticket systems has been getting some attention. This month, for example, the topic drew scores of park operators to a panel discussion in Orlando, Fla., during the annual meeting of the International Association of Amusement Parks and Attractions, the industry's largest trade group.

"Day-of-the-week pricing, where you price cheaper during the week and more expensive on the weekends, is extremely uncommon. I think there's a gold mine right there," said Martin Lewison, an assistant professor at Farmingdale State College in New York who studies attraction pricing.

"More parks are using seasonal pricing — high season, low season, shoulder-seasons pricing," Lewison said. "Remember, this is an industry that used to be, 'Set it and forget it.' The price was set for the season, and nobody thought about it again."

Mark Danemann, founder of the pricing-software company Siriusware, said variable pricing is common in the ski industry, which uses multiday, midweek and low-season discounts to spread its customers more evenly throughout the season. He hasn't noticed it as much in the theme-park business.

While not all theme parks use variable-pricing systems for everyday admission, the approach does pop up in conjunction with certain special events and add-on services.

Walt Disney World, for example, uses a sliding scale for tickets to Mickey's Very Merry Christmas Party, an after-hours event presented in the Magic Kingdom during the holiday season. Universal Orlando charges less on quieter evenings for admission to its annual Halloween Horror Nights.

Theme-park consultant Dennis Speigel said he thinks the major parks are looking into airline-style pricing.

"The theme-park arena and world is slow to grasp and pick up on things like this," he said. "But it's coming. It's going to happen."

From The Detroit News: http://www.detroitnews.com/article/2...#ixzz2DzSWxV6A
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