Neither.. It's the day you activate it (which for most is the first time they use it). You have to stop by a ticket booth or guest relations to activate it before you can use it.
i wouldn't say APs have a traditional time of year they go up and some years they go up more than once. but in this context, yes you can get the ap now at this price and save it for the best time to activate it.. it'll be in your account waiting until you are ready.
make shure you double check the expiration date of the actual pass you get, sometimes error have happened and they make the pass from the purchase date and on, make shure your dates are right!
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