Dear Mr. Iger...

[captain america 2003]

and any and all executives within the Walt Disney company responsible for this decision, I would like to respectfully request that you reconsider your new tiered pricing structure that you announced for your theme parks . Despite record breaking attendance (up 17% over the past two years) leading to profits that have doubled over the past five years, you have decided to institute this new pricing policy . One has to wonder why at this time , when there are considerably less attractions to experience over that same five year time span in almost all your parks . Recently we have also seen cutbacks in guest services along with reductions in character meet and greet experiences , shows, and staffing . I fear this new pricing policy will make an already difficult decision for many families as to whether or not to visit Disneyland or Walt Disney World now something they won't even consider . As I'm sure you know many families for obvious reasons can not visit the parks except during the holidays or over summer vacation . These are the exact times you have instituted your premium pricing . If it ain't broke don't fix it ! As Walt Disney said during his speech at the dedication of Disneyland "Disneyland is dedicated to the ideals the dreams and the hard facts that have created America with the hope that it will be a source of joy and inspiration to all the world ." Please , keep park tickets at one price for the entire year . It isn't fair to punish families who cannot visit the parks except during these periods of the year . From a business standpoint I feel that you are shooting yourselves in the foot with this unnecessary price structuring . A severe backlash regarding this new policy I fear is imminent . A quick reversal of this decision would help you escape the wrath of many and also help your continued success and attendance growth similar to what you have seen over the previous five years .

 

[bfost87]

I can assure you Bob Iger doesn't read these boards... Second, these price changes will have little to no backlash from anyone, these price changes to 'tiered pricing', are for only single day tickets, the families who you describe who are saving to come to Disney, are not coming for one day or buying one day park tickets, so these changes have no impact on them. Tiered pricing is here and is here to stay.

 

[Sparkly]

Would have read that if it wasn't a run on sentence. Sorry.

 

[bryanb]

I appreciate the spirit of this letter, but instead of "despite record breaking attendance" it should read "due to record breaking attendance."

Disney keeps increasing prices and demand only keeps going up. They don't need attendance growth. They need to regroup and figure out how to improve revenue without jamming the parks even fuller and fuller until it becomes an even worse operational nightmare... which just breeds dissatisfaction.

The parks are so crowded during peak periods that it's a miserable experience for many families who come unprepared -- including emotionally -- to deal with it. Park are so crowded that cast members are yelled at in higher numbers by tired guests, decreasing labor satisfaction. And it takes years to build more capacity (and ironically, doing so requires closing down certain things for construction).

So what this letter suggests is really nice, but it just doesn't work. I've heard several people say they won't go back to Disney World for a long time, because they hated the crowds.

As for whether it's fair to punish people who must travel during peak periods, consider that peak season travel is already more expensive no matter where you go -- not just Disney. Airfare, hotel prices, rental cars, and more skyrocket in Europe, Hawaii, etc. during peak tourist seasons. If anything, Disney has been resisting this step on ticket prices.

Trust me, I'm frustrated by the skyrocketing cost of tickets that put Disney World further out of reach for the middle class. But you're talking to Bob Iger here, and he needs to look at this business very practically.

 

[bryanb]

By the way, the tiered pricing only affects 1-day admissions (for now). So for most out-of-town guests at WDW, nothing has really changed since last week -- except that may be some locals will decide to go a different day.

 

[Amunet]

By the way, the tiered pricing only affects 1-day admissions (for now). So for most out-of-town guests at WDW, nothing has really changed since last week -- except that may be some locals will decide to go a different day.

Perhaps that is why the tiered pricing isfor the one day only tickets; to help reduce crowds for those vacationing families.

 

[anniemae]

Nothing will be done. All they care about is attendance. And it is up. Way up. They will keep raising prices until attendance drops off IMO, which I don't think will ever happen.

 

[strat68]

I'd gladly pay extra to be able to go with reduced crowds. I hate waiting in line and will pass up any attraction with more than 20-30 minute standby. Until they finish the additions to AK & DHS this may be their answer to keep crowds under control.

It's not as if they doubled the cost of everything.

 

[Jarmo]

Hello, Bob Iger here. If you want me to read this letter during summer or holiday months, please put 4 extra stamps on it when you send it.

 

[5kidsmommy]

Hotels and airfare are already tiered. Life is full of tiered pricing when it comes to vacations. Honestly I don't understand what the big deal is.

 

[DVCcurious]

They really need to find a way to lessen the crowds. Over the past 10 years WDW has gotten so crowded nobody wants to go there anymore.

 

[anniemae]

They really need to find a way to lessen the crowds. Over the past 10 years WDW has gotten so crowded nobody wants to go there anymore.

I agree that the crowd are out of control, and maybe nobody WANTS to deal with crowds but.........they still go. Hence the crowds. Its crazy. From a business standpoint, its great, full hotels, full parks etc. Guests don't like it, but they still go.

 

[BigAlsGal]

Everyone knows how to run a better theme park...

 

[strat68]

If you are going for multiple days, or even just one day, ticket cost is still bargain entertainment in $$ per hour. Anyone go to an NFL game lately? They make Disney look like a bargain basement.

 

[lugnut33]

Nothing will be done. All they care about is attendance. And it is up. Way up. They will keep raising prices until attendance drops off IMO, which I don't think will ever happen.

Not true, they also really care about increasing guest spending.

 

[BuckeyeBama]

Dear Mr. Iger - Great job!

signed - Stock Holders

 

[lugnut33]

I'd gladly pay extra to be able to go with reduced crowds. I hate waiting in line and will pass up any attraction with more than 20-30 minute standby. Until they finish the additions to AK & DHS this may be their answer to keep crowds under control.

It's not as if they doubled the cost of everything.

Dumb question, but would you pay $500 per day per person for reduced crowds? (I'm just curious)

 

[homie wanna liv]

Maybe I am in the minority here but I think a lot of people either don't care or forget that Disney is a business and they are there to make money. Vacation is a privilege and not a right; if someone cannot afford it anymore due to costs then you can still make memories with your family outside of Disney. It is just good business with record attendance to increase the prices until the trend slows down; which would be a happy medium for operations and the bottom line.

 

[lugnut33]

I can get on board with raising ticket prices since the parks are full, but what I can't get on board with is the continued erosion of in-park entertainment, CM cutbacks, and an over-all reduction in facility maintenance.

 

[Jennasis]

Once again, if capacity were TRULY the issue (as in it's too crowded) then tbe answer is to increase capacity. More attractions, more meets, and yes another gate.

Nobody believes these price hikes or cuts are Disney's magnanimous way of tryibg to improve guest experience by reducing crowds.