Yes, they have:
"We know how important making memories at Disney theme parks is to our guests and we will continue to evolve our pricing in a way that gives them a range of options to meet their budget and helps them better spread attendance throughout the year so they can make the most of every visit."
That's their story and they are sticking to it.
Don't believe it for a minute, it's just the good feels reasoning for what they are doing. Given this is an AP price increase thread (of which I have had a decade) I will say I think their AP's are reasonable ... for locals. There are many of us who pay this AND bring them lots of cash via hotels and dining .. and I think it's many of those who are upset at the drastic increase in the last 18 mos. For say myself, 6 trips a year, hotels, food .... it adds up. So when you add up that kind of money that we are giving Disney, the price point now has us looking at European trips, cruises and other options that we had pushed aside because we committed to Disney.
Back to "their story" ... they raised the prices during peak times because just like their hotels and holiday meal pricing they know that many can only travel then and would pay the price no matter how high. Why not take advantage? For the low times when they keep the ticket lower priced ... it's because they haven't achieved their goal of full occupancy resorts and full capacity parks. The price is to entice more guests to come and spend more money. None of this is to spread crowds, most go when they can go and a varied ticket isn't going to change that. What it will do is put more money in Disney's pocket at all times. Varied pricing is just a good business money move.
I'm not anti-Disney, been going since it opened, have always been a stockholder, AP for long time and it's always my first choice of vacation destinations. But things have changed under Chapek, crowds have grown without the CMs to manage them, food is getting higher priced and worse tasting ... the list goes on and on. It's just a really big gut punch to the base. After 9/11 who was there, when the economy was down who was there, the AP holders are their base that get the basic financial needs met. We get very few perks. Parking is great if you stay offsite, agreed. Onsite rates? Last few years there were few rooms at great discounts and most my booking was via the General Public Discount. They offer an event here and there but those are only good for locals. I do get 20% shopping discount but honestly at Disney prices ... I shop at the outlet store or online sales. 10% off a few restaurants with inflated prices, it's Kohls sales.
This 100% is because EVERYTHING at Disney is going up drastically as we approach opening of Star Wars and the 50th. Hotels, Hotel Parking, Re-usable bags (dumb way to get folks to buy them), Tickets, Food ... As as stockholder I really hope this all works out for them. When the economy hits the wall (which most economists predict) I hope they hold on to enough of the base to keep fixed costs covered. But I'm not confident the parks will hold their own. Thank goodness the movie side is busting it.
PS After the AP increase was announced, my steady climbing stock took a small step back. Coincidence?