Are "After Hours" and "Early Morning Magic" Cutting Into Regular Hours?-Analytics (Long)

[kerryamayo]

It's remarkable how ignorant executives at a Fortune 50 company can be. I have no problem with the idea of selling something instead of giving it away. But there is no way that the four points made by bbjunkie could lead any intelligent person to the conclusion that $149 plus tax was the right price point for this, especially when E-Ticket nights sold for $12.

YES! THIS is the crux of the issue where paid park "extras" are concerned (IMO). EMH are included for the on-property guests. Why on earth did they think people would jump at the chance to pay $150 just to ride a few rides- some snacks thrown in? How stupid do they think we are....wait...don't answer that.

However, it seems that not too many people bit at the chance to do this event. Even amongst some of my more ride-or-die Disney Kool aide drinker friends (and I tell them that, LOL) who defend Disney all the time didn't bite with this one. So maybe it's a taste of reality for the clueless execs. We can only hope!

 

[mom2rtk]

I suspect that they thought it didn't make sense to have x-amount of people in the park from 10:00pm-1:00am (or 11:00pm-2:00am) for FREE because they didn't make enough money. However, if they could charge $149 per person for the same amount of people, that would make it worth it because they were generating money. Also, if they sell those $149 tickets to people that would not normally been in the park anyway, then it would bring more people into the park starting at 4:00 to start spending money before the event begins. They had to launch to see if it would work as predicted. I think it was absolutely an experiment, and they launched in on their low-attendance evenings. Now they need to assess whether or not it worked the way they expected.

Me thinks they forget some of the reasons people are willing to pay for overpriced on site rooms.

 

[MickeyMinnieMom]

It's remarkable how ignorant executives at a Fortune 50 company can be. I have no problem with the idea of selling something instead of giving it away. But there is no way that the four points made by bbjunkie could lead any intelligent person to the conclusion that $149 plus tax was the right price point for this, especially when E-Ticket nights sold for $12.

It was a short-run test. They played with price by the end, reducing significantly. Even the best marketers will fail to hit the right price point SOMETIMES! That's why they test.

This is like saying: "why isn't this Fortune 50 company always perfect at pricing??"

 

[mom2rtk]

It was a short-run test. They played with price by the end, reducing significantly. Even the best marketers will fail to hit the right price point SOMETIMES! That's why they test.

This is like saying: "why isn't this Fortune 50 company always perfect at pricing??"

They should have just asked us. We could have told them they overshot on that one.

 

[MickeyMinnieMom]

They should have just asked us. We could have told them they overshot on that one.

Yeah!!! Because DIS is representative of the avg WDW customer!!

ETA: I would have told them $99 pp and you have a deal.

 

[JimmyV]

Yeah!!! Because DIS is representative of the avg WDW customer!!

ETA: I would have told them $99 pp and you have a deal.

First, they are not shy about surveying things to death. This was an arrogant "experiment" done without sufficient research. Second, you are correct that Dis members are not representative of the general guest public. We are even more willing to overpay for what we love. I promise you that if they surveyed Dis and non-Dis folks in separate polls, the acceptable price point here would be higher. Probably much more so. Just like your $99 suggestion. Do you think that the casual guest would go that high? Not a chance.

 

[MickeyMinnieMom]

First, they are not shy about surveying things to death. This was an arrogant "experiment" done without sufficient research. Second, you are correct that Dis members are not representative of the general guest public. We are even more willing to overpay for what we love. I promise you that if they surveyed Dis and non-Dis folks in separate polls, the acceptable price point here would be higher. Probably much more so. Just like your $99 suggestion. Do you think that the casual guest would go that high? Not a chance.

First, I don't think we agree on any of the points you make above. Second, no way to prove it either way, so agree to disagree!

Vive la différence!!

 

[Hikergirl]

There was a survey done a year or so ago. There was a question about would you pay more for reduced crowds. It was the one about tiered pricing. It is possible they used that data for this "experiement".

 

[JimmyV]

Second, no way to prove it either way

Sure there is. You commission a survey.

 

[MickeyMinnieMom]

Sure there is. You commission a survey.

I was obviously saying there's no way for US to prove it either way by debating sans facts/data on an unofficial Disney board. To paraphrase the Disney ABC hit Shark Tank, for that reason I'm out.

 

[MinnieSweetheart]

It was a short-run test. They played with price by the end, reducing significantly. Even the best marketers will fail to hit the right price point SOMETIMES! That's why they test.

This is like saying: "why isn't this Fortune 50 company always perfect at pricing??"

I seem to remember you telling me in not so many words that it wasn't overpriced.... I'm glad you've come around. It was a ridiculous price point for a good event idea.

 

[Planogirl]

It's logical to assume that devoted Disney fans would be willing to pay more than the one time casual visitor. I don't see anything ludicrous about that thought.

But of course there is no way to actually prove it.

 

[Rivergirl2005]

Has Disney After Dark been canceled???

 

[MinnieSweetheart]

Has Disney After Dark been canceled???

Not "cancelled", but there are no new planned dates on the short run.

Here's an article from a blog many on here don't like. Take it with a grain of salt, but if it returns it won't likely look quite the same or be priced at $149!!

http://www.fool.com/investing/gener...ial-149-after-ho.aspx?source=eptfxblnk0000004

 

[JimmyV]

Updating this thread to include newly posted June hours for 2016 as compared to 2015, (and it ain't pretty).

I looked at the entire month collectively instead of week by week.

2015:
Included hours = 469. EMHs (a.m.)= 4. EMH (p.m.) = 8 HT = 0
Operating Hours after 8:00 p.m.-----I = 128. EMHs = 8. HT = 0
Operating Hours before 10:00 a.m.---I = 42. EMH = 4. HT = 0
Number of days with an Included closing time of 11:00 = 0. 12:00 = 22. 1:00 = 8

2016:
Included hours = 436. EMHs (a.m.)= 4. EMH (p.m.) = 10 HT = 0
Operating Hours after 8:00 p.m.-----I = 95. EMHs = 10. HT = 0
Operating Hours before 10:00 a.m.---I = 40. EMH = 4. HT = 10
Number of days with an Included closing time of 11:00 = 25. 12:00 = 5. 1:00 = 0

So 2015 had 2 fewer evening EMHs, but that is accounted for by the shift in the days of the week. Generally, there has been no change week by week. There are 2 evening EMHs each week, and 1 morning EMH each week. It all just depends on which day of the week the 1st of the month falls to see if you get your full allotment for a month.

The big difference is in evening hours. A big drop from 128 included hours after 8:00 to 95 such hours in 2016. And 2015 had 36 Included hours after 11:00 p.m. and 2016 has 5. That is amazing. In 2015, the MK never closed at 11:00. This year it closes at 11:00 25 out of 30 days. In 2016, the MK never closes at 1:00 a.m.. In 2015, it did so 8 times. Early Included hours weren't really impacted by the Waffle Hour. 2016 saw a dip of 2 morning hours over the span of a month. Hardly significant. But guests could buy back 10 early hours if they wish. Thought you might like to know.

 

[Mikie]

Thank you for the update! I wondered where June would finally fall, as at least some people were touting the notion that hours are sometimes extended day of as a way of delaying any conclusions. With only 3 days under our belt, so far, the hours have not extended past 11.

I'm particularly discouraged, as the age of my kids and their school activities are making it increasingly difficult for me to take any off season trips. I have always accepted shorter hours and party schedule inconvenience as my price for great fall weather, slightly lower crowds, and better prices. I may not be able to take fall trips any more, but I'm not interested in traveling in the brutal heat of summer, with higher crowds, with higher prices, and with fewer options in park hours of seeking lower crowds and temps in the late nights. . .

 

[maryj11]

Any word on if the After Hours Event will be discontinued completely?

 

[MinnieSweetheart]

Updating this thread to include newly posted June hours for 2016 as compared to 2015, (and it ain't pretty).

I looked at the entire month collectively instead of week by week.

2015:
Included hours = 469. EMHs (a.m.)= 4. EMH (p.m.) = 8 HT = 0
Operating Hours after 8:00 p.m.-----I = 128. EMHs = 8. HT = 0
Operating Hours before 10:00 a.m.---I = 42. EMH = 4. HT = 0
Number of days with an Included closing time of 11:00 = 0. 12:00 = 22. 1:00 = 8

2016:
Included hours = 436. EMHs (a.m.)= 4. EMH (p.m.) = 10 HT = 0
Operating Hours after 8:00 p.m.-----I = 95. EMHs = 10. HT = 0
Operating Hours before 10:00 a.m.---I = 40. EMH = 4. HT = 10
Number of days with an Included closing time of 11:00 = 25. 12:00 = 5. 1:00 = 0

So 2015 had 2 fewer evening EMHs, but that is accounted for by the shift in the days of the week. Generally, there has been no change week by week. There are 2 evening EMHs each week, and 1 morning EMH each week. It all just depends on which day of the week the 1st of the month falls to see if you get your full allotment for a month.

The big difference is in evening hours. A big drop from 128 included hours after 8:00 to 95 such hours in 2016. And 2015 had 36 Included hours after 11:00 p.m. and 2016 has 5. That is amazing. In 2015, the MK never closed at 11:00. This year it closes at 11:00 25 out of 30 days. In 2016, the MK never closes at 1:00 a.m.. In 2015, it did so 8 times. Early Included hours weren't really impacted by the Waffle Hour. 2016 saw a dip of 2 morning hours over the span of a month. Hardly significant. But guests could buy back 10 early hours if they wish. Thought you might like to know.

JimmyV, no complaining YET... "Just wait and see. They will update the week of...."

 

[MinnieSweetheart]

Thank you for the update! I wondered where June would finally fall, as at least some people were touting the notion that hours are sometimes extended day of as a way of delaying any conclusions. With only 3 days under our belt, so far, the hours have not extended past 11.

I'm particularly discouraged, as the age of my kids and their school activities are making it increasingly difficult for me to take any off season trips. I have always accepted shorter hours and party schedule inconvenience as my price for great fall weather, slightly lower crowds, and better prices. I may not be able to take fall trips any more, but I'm not interested in traveling in the brutal heat of summer, with higher crowds, with higher prices, and with fewer options in park hours of seeking lower crowds and temps in the late nights. . .

And don't forget the shortened water park hours for this year. 2 hours off every single day this summer...

 

[fairy8i8]

They do this at Disneyland. Most of their 3 day plus tickets include one early entry day (but only in the Magic Kingdom, not California Adventure). Maybe they thought that if it worked at Disneyland, they might be able to do it at Disney World. It also shows them how valuable EMH are to offsite guests.

Honestly, I really like the Waldorf, but I also like the ease of Magicbands and morning EMH, so I would definitely do a cost comparison of staying on property versus off and then just adding the morning perk. Nice rooms at some of the nicer Orlando resorts can be so much cheaper than onsite that I have considered it. Disney is lucky to have the Animal Kingdom Lodge (DH and DS love seeing the animals off the balcony), so I am not sure that I will ever pull the trigger. I am a savvy driver, so transportation is not an issue for me. I usually drive to parks even when staying onsite unless they are easy walking distance. Going early means great parking availability. I have considered getting a value resort room for onsite perks and then staying at the Waldorf when it was only $120/night, though. But I am definitely in the crazy minority who likes to maximize my benefits and likes traditional 5 star resorts.