Not sure $149 Disney After Hrs event is doing well... (ETA: reviews in 1st post)

[whiporee]

So, on the title subject: Not Sure the DAH are doing so well, I think it looks mostly positive from a guest perspective for these two nights - great event for attendees; no problem for non-attendees; only downside I see so far is that it looks like a low enough participation rate that if you LIKE it, you might be at risk they won't continue and you miss out.

I'm interested in speculating from Disney's perspective. We don't know their goals for this event, but there have been quite a few theories. Could be more than one.
1) Simply to make money on this as a stand-alone with no further motive. Credible speculation that sold tickets have been very low. Looks like not success for Disney
2) Test the waters for a new price level for parties - since this is so ride-centric, with later hours and no additional features like special characters and parades, not sure the information gained is relevant, but maybe low sales still provide important info for Disney. I'd put it as a ?? for success
3) Combined with the Morning Magic, Test the waters for appeal to paying for low-wait admission to hot-ticket items. Seems like they'll get valuable info about these theories. I'd put it as successful from an info-gathering standpoint.
4) Set a defined dollar amount on EMH, so that you can market a "value of $150" on your premium-priced rooms or potential resort fee. I personally think it would need to be a bit longer-running before people would take it as fact that EMH are "worth" $150, but maybe not. I'd put it as ?? for success.
5) consider eliminating EMH altogether in place of paid DAH. Not sure here. . . does low attendance (unwillingness to pay) mean that Disney will conclude that people don't care about late hours? No idea what to conclude here.

Any further items? Agree/disagree?

1) I'm not sure about that. Even at 1000 sold, that's $150,000 in extra, unexpected revenue a night. If they get to 3000, or 10,000, that's a lot of added revenue for a reasonably small cost.

2) I think they are fine with the parties as they are. Maybe the usual marginal increase, but those things sell a lot of tickets, and I don't think there's a reason to price them up. Getting much more expensive would cause more guest dissatisfaction, and I think they've made it clear they've no intention of reducing attendance because demand is great and the parties sell out.

3) I think EMM and DAH are to solve two different problems. EMM is to take away the early morning ADR advantage, cut back ont eh RD crowds and hopefully break up the lines for 7DMT and Peter Pan. DAH, I think, is to come up with a way to monetize late-night visitors. Disney has historically had nights where they stay open late, for no other reason than to be kind to their guests. but as we've heard many times on this thread, people loved those late night hours because they were sparsely attended. That makes no sense from WDW's standpoint -- you're absorbing extra cost with no extra revenue and satisfying a fairly small number of guests. DAH allows them to bring in revenue for that extra time, and allows them to cut back on the "free" extended hours. I think what we're headed for a is a consistent closing time of 10 pm in the summer, and two DAH a week if not more. it would not surprise me, however, to see DAH be able to take the place of a park ticket in multi-days, so you could have the choice of one day of your 7-day ticket be a DAH event, or if you want to put in a whole 17 hour day, have it count as two days of your multi-day ticket.

4) I think this is a benefit more than a plan, but I think it's a good thing for them to have in their marketing arsenal.

5) DAH and night time EMHs are independent of each other, and have little effect on each other. EMHs will remain as an important perk for on-site guests, but DAH will be offered to the world. Remember, EMH has a potential visitor base of nearly 100,000 every night, and it's a much different animal than the very limited number of tickets for DAH. The success or failure of DAH will have nothing to do with EMH, but it will be a crucial piece of information for Disney to have when considering the extended basic hours (we'll call them EBH). I don't think EMH are in danger at all because of DAH, but I'm fairly certain EBH are. And that makes sense -- if low attendance is seen as a problem for EBH, then Disney has two choices on a go forward: either cut it out all together or find a way to increase revenue for them. If they feel a need to cut staffing costs, then phasing out those late night hours seems like a reasonable thing to do. Unless they find a way to make them pay for themselves. That's what I think the overall plan for this has been -- to find a way to justify the late nights beyond a very small percentage of happy guests (when compared to the overall attendance).

 

[disneyseniors]

I can't take this. It's almost comical..

First off- I would love to see someone attempt to prove any kind of "false advertising" on Disney's part. I don't even understand that claim.

Secondly- the people complaining about the free tickets are the same people who have stated how much they dislike the event- so would never purchase anyway.

Thirdly- what part of "coupon" and "gift certificate" is so difficult to understand? One is a discount, more than likely advertised somewhere, one is a special gift maybe by random etc.. If Nordstrom sends me a $50 gift certificate..and you hear me excitedly tell a friend about it... Yes, I think it's absolutely crazy to then call demanding for one of your own- on the grounds of "customer service".

And lastly- outside of all kinds of speculation-- who here actually knows how many people received free tickets? Really..? It happens at sporting events every day. Concerts. Etc.

I can't imagine any of this. I don't understand the grounds for the so called "devalued" tickets.
I've lost brain cells today.
I have to leave this thread alone.lol.

Thank Goodness!!! Goodbye, goodbye, goodbye!!!!!!!!!!!

 

[bryanb]

I thought this at first, but I am a little confused why they are still running the event. Everyone who took econ 101 can tell you that the price is too high. They don't seem interested in lowering the price point RIGHT NOW and they are giving away tickets until the event is roughly at capacity. They really want some "guinea pig guests" to test SOMETHING and I don't think it has to do with price. I'm just not sure what the end goal is.

I agree these events are very different from parties. We went to 2 parties before and I think we rode maybe 4 rides total on both nights. We were off meeting characters and watching special parades.

Because we don't know the end goal, it's very hard for us to do any meaningful Econ 101 analysis on this. They might have added DVC guests because the marginal cost of doing so is very low, compared to the goodwill they get. Disney (like any company) must test things and innovate. People must be given the ability to take risks and learn from them. Even if this even appeals to very few people and is never done again, Disney gets data on the people who did attend. They can be classified into a bucket of guests who are willing to spend extra, and then Disney can remarket to them with other premium products that could be worth much more than the profits from a single event over a lifetime. I'm not criticizing speculation (and admit fully that I'm speculating too), but it's correct that we don't know the true story of what's happening in the Team Disney building and what they're looking to do.

 

[MinnieSweetheart]

Because we don't know the end goal, it's very hard for us to do any meaningful Econ 101 analysis on this. They might have added DVC guests because the marginal cost of doing so is very low, compared to the goodwill they get. Disney (like any company) must test things and innovate. People must be given the ability to take risks and learn from them. Even if this even appeals to very few people and is never done again, Disney gets data on the people who did attend. They can be classified into a bucket of guests who are willing to spend extra, and then Disney can remarket to them with other premium products that could be worth much more than the profits from a single event over a lifetime. I'm not criticizing speculation (and admit fully that I'm speculating too), but it's correct that we don't know the true story of what's happening in the Team Disney building and what they're looking to do.

I agree with you for the most part, except Econ 101 analysis is supply and demand and what price will the market sustain. The market can't sustain that price; it's too high. Disney is clearly ok with this in the short term, but our suppositions beyond that are more MBA analysis than Econ 101 to figure out WHY Disney is ok with this in the short term.

 

[kaytieeldr]

I thought this at first, but I am a little confused why they are still running the event. Everyone who took econ 101 can tell you that the price is too high. They don't seem interested in lowering the price point RIGHT NOW and they are giving away tickets until the event is roughly at capacity. They really want some "guinea pig guests" to test SOMETHING and I don't think it has to do with price. I'm just not sure what the end goal is.

I agree these events are very different from parties. We went to 2 parties before and I think we rode maybe 4 rides total on both nights. We were off meeting characters and watching special parades.

They've scheduled, what, seven DAH? Ten? I'd think they're still running it to get more accurate data on whether and how to make it a regular option.

 

[Kimberly9701]

Thank Goodness!!! Goodbye, goodbye, goodbye!!!!!!!!!!!

I hope it brought a little joy to your day making such a comment

These boards have helped me sooooo much with my last trip, and so far with our upcoming WDW/DCL trip.
There are a lot of great tips/tricks/experiences/recommendations etc that I love to read. And I've asked a million questions and luckily there has been some nice people who have answered.

The $149 event is something that I'm following bc it is very intriguing to me. I see the value in it and think it would be a great experience!! I even briefly considered if I could somehow have time to stop in Orlando when I head to Puerto Rico in June for a cruise. I've already purchased my flights..so it probably won't happen..but as I said earlier...I hope this sticks around!!!

My comments regarding ticket refunds were trying to display a side of reason. I admit, I think it failed lol. Asking for gift certificates etc was not something I was aware that people did, upon learning someone else received one. So no, there is no "reason" to be compromised upon, as there are fundamentally different thought processes in that case.

Anyway.. I hope you have a super fabulous day

 

[MickeyMinnieMom]

I agree with you for the most part, except Econ 101 analysis is supply and demand and what price will the market sustain. The market can't sustain that price; it's too high. Disney is clearly ok with this in the short term, but our suppositions beyond that are more MBA analysis than Econ 101 to figure out WHY Disney is ok with this in the short term.

We can't conclude that the market can't bear this price. Too early and too little info.

They're clearly not filling it yet. They must have a point at which if they still can't fill it they make a change: drop the price, cancel, etc.

It's just too early to tell -- particularly as they really haven't marketed widely.

 

[Mambo Junkie]

And yet, speculation.

Hyperbole.

Actually, yes. A moment of envy, with perhaps an extra moment of kicking myself for asking to be seated in the library...


But they won't price match a free item after the fact. Some stores might match a bogo while the sale was in effect at the other store, but even within a single store free items aren't retroactive.

It's still just speculation.

Yes, because the price of admission was never reduced all the way down to free


Disney not revealing actual admission/ticket numbers available notwithstanding - they're still not allowing any more guests in than previously determined, so the event is still exclusive and there's no valid claim of false advertising.

Refurbishment and redesigns need to be done in parks that are open 365-366 days a year.


We don't have any way of knowing - not simply guessing, but actual numbers - how many free entries are/were available. I'm not interested in questioning any of the few guests I encounter how much they paid to get in.

u don't know, though, whether anybody at any upcoming event got in free. You can refuse to pay for tickets to the first two DAH, but while there's the option to wait until the last minute to purchase, or Monday morning quarterback, there's no real way to determine whether anyone is getting invited to pending events.

Likely FW *guests* will never be the recipients of free DAH entry due to the difficulty of determining which are staying at campsites vs simply reserving campsites.

Southwest is the only airline that will credit nonrefundable tickets at no charge, whether for a fare drop or the customer changing plans. Legacy carriers generally charge $200 for any changes. Frequently that's more than any potential saving, just as it's more than the price of DAH tickets.

There are only sevenish dates between mid April and the end of May. So while it won't continue immediately, it may well return.

At this point, with what has happened, I would not pay whether I knew hey we're giving away some tickets or not. That's just me though. Broken trust and all that.

 

[MinnieSweetheart]

They've scheduled, what, seven DAH? Ten? I'd think they're still running it to get more accurate data on whether and how to make it a regular option.

Which is what I was saying... but what data are they looking for?

 

[MickeyMinnieMom]

Which is what I was saying... but what data are they looking for?

Demographics, feedback on what to change, feedback on value for the price, etc, etc.

 

[Kimberly9701]

They've scheduled, what, seven DAH? Ten? I'd think they're still running it to get more accurate data on whether and how to make it a regular option.

I think the price point is good. Not that I love spending extra money..lol. But it's high enough to keep too many crowds out..an low enough to justify it if you are doing a 4 day or less ticket.

 

[MinnieSweetheart]

Demographics, feedback on what to change, feedback on value for the price, etc, etc.

Giving away tickets to 60% of the people only can tell you 1 of those data points. Plus my whole statement was in regards to the PRICING of parties. I don't think it's related at all to the pricing of parties, because we can pretty well gather that people aren't interested in the current offerings at the current price.

 

[MinnieSweetheart]

This is why I am confident the pricing is a failure. According to a rudimentary "average" number of visitors a day, Magic Kingdom welcomes around 53,000 people a day and they have RUMORED to have sold less than 500 tickets per event. They have managed to convert roughly 1% of who would be in their daytime visitor population to be an after hours visitor.

I don't think the event will be a total failure, but the current offerings at the current price point are. Personally, my family would be interested except that there is only a total of 5 characters available to meet during the parties (Mickey and 4 princesses) We do not want to spend 3 hours at Disney not seeing any entertainment or meeting any characters. We, however, may not be the current demographic.

The other thing I have noticed that I'm not sure is coincidence, but the universal express pass runs $149.99, I think there is some connection.

 

[MickeyMinnieMom]

we can pretty well gather that people aren't interested in the current offerings at the current price.

Nope. I don't think we can conclude that YET. Too early. No real marketing. Etc. etc.

 

[kittyab]

I think the price point is good. Not that I love spending extra money..lol. But it's high enough to keep too many crowds out..an low enough to justify it if you are doing a 4 day or less ticket.

Sorry, I would not pay this If I only had a one day pass. Enough is enough with the greediness. I refuse to pay a obscene amount of money on a vacation.

 

[Hikergirl]

I'm not a Disney expert but I think the lack of marketing this means its just a test. I think they will continue with the ones scheduled to gather the data they need and based on that they'll decide if they want to continue to offer this.
If they do, it will probably be marketed to death and we all know that once that happens, it will be the hottest in demand event ever!!
Maybe not, but Disney knows what they are doing in terms of marketing so if they aren't going all out for this, there is a reason.

 

[Hikergirl]

Sorry, I would not pay this If I only had a one day pass. Enough is enough with the greediness. I refuse to pay a obscene amount of money on a vacation.

But if you have a one day pass you are already spending $110. I don't consider $40 an obscene amount to get 3 hours in a nearly empty park. Also, you get ice cream and beverages and while its not super exciting, with WDW prices its pretty easy to blow through $40 worth of that stuff in 3 hours.

 

[kittyab]

It would be 149 on top what I already paid. It is a hard party ticket.

You enter the park at 7 pm and it is over at 1 am. That is hardly a deal. There is not enough ice cream for that.

 

[Kimberly9701]

Sorry, I would not pay this If I only had a one day pass. Enough is enough with the greediness. I refuse to pay a obscene amount of money on a vacation.

Oh I understand, I think a lot of people feel the same as you. If they didn't then there is no way it could be an "exclusive event".
The price point in relation to a one day ticket can make a certain market consider it. If a 5 day or more ticket, probably not. But then again..during a hot summer day..maybe even with a 5 night or more.
It's not for everyone, the same way a fireworks cruise is not for everyone.
But there is definitely a demographic for this.
If the ticket was lowered to a comparison with a Haloween or Christmas party- that would result in crowds on those same levels.
When I consider spending money I look at the value I'm getting for that money - in this case the low crowds and resulting efficiency of the visit are where the value is at. - for me.
I don't see any value in a fireworks cruise, so you won't ever see me on one of those.

 

[kittyab]

Oh I understand, I think a lot of people feel the same as you. If they didn't then there is no way it could be an "exclusive event".
The price point in relation to a one day ticket can make a certain market consider it. If a 5 day or more ticket, probably not. But then again..during a hot summer day..maybe even with a 5 night or more.
It's not for everyone, the same way a fireworks cruise is not for everyone.
But there is definitely a demographic for this.
If the ticket was lowered to a comparison with a Haloween or Christmas party- that would result in crowds on those same levels.
When I consider spending money I look at the value I'm getting for that money - in this case the low crowds and resulting efficiency of the visit are where the value is at. - for me.
I don't see any value in a fireworks cruise, so you won't ever see me on one of those.

Oh I see them raising the price of the Halloween & Xmas Party tickets to keep inline for the exclusiveness.