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Universal rolls out deal for 'early birds'
The 7-day pass is $85 and must be bought in advance.
Scott Powers | Sentinel Staff Writer
Posted September 13, 2006
Universal Orlando is trying another ticket discount plan in the increasingly dynamic and competitive market of tourists' theme park packages,
Universal Tuesday announced a new seven-day, two-park ticket deal for $85, for people who buy at least one day in advance either over the Internet or through participating agents such as AAA. A basic one-day, one-park ticket costs $67.
The new plan replaces Universal's "Kids Free" deal and other ticket options that Universal introduced in January
"The Kids Free worked very well for us over the past year or so, but we're always looking for what's next," said Gretchen Hofmann, senior vice president of marketing and sales.
Called "EarlyBird Exclusives," the new plan is highlighted by the $85 pass that allows people to come and go as they please to both Universal Studios and Islands of Adventure for seven days. It gives Universal a multiple-day, flexible ticket package similar to SeaWorld's seven-day "Anytime" deal and Walt Disney World's 10-day "Magic Your Way" program.
All three target vacationers who want to keep their Orlando trip plans flexible, working in theme park visits a little on the fly, while reserving the option, on any day, to take in a beach or another attraction, shop, or just hang at the pool.
"More and more of our customers are buying in advance, planning in advance. They're looking for value, flexibility and convenience. We believe this is an ideal product for that," Hofmann said.
Universal also announced a new deal for Florida residents who buy over the Internet.
For $67, the usual price for a one-day, one-park ticket, they can buy a pass to get into both parks, or allow a second visit to one park during a 30-day period.
Another EarlyBird Exclusive offers a three-night, four-day hotel and Universal theme park ticket package for $195. Other packages will be rolled out soon, Hofmann said.
Universal announced its Kids Free deal this past winter to much fanfare, including a national advertising campaign that poked at Walt Disney World.
The deal allowed families to get a free child's pass for every two-day, two-park adult ticket purchased.
Universal touted Kids Free as a way to strengthen appeal to families with children younger than 10.
And the package was sweetened with other options.
"What we're trying to do is simplify," Hofmann said.
"Rather than having one offer you look at in a multitude of different ways, let's have one offer that works for everybody."
There's a more practical reason for replacing Kids Free now, suggested Ady Milman, a theme-park business professor at the Rosen College of Hospitality Management at the University of Central Florida.
This time of year, "kids are back in school," Milman said.
Milman said the flexible ticket packages all are aimed at increasing cash flow.
Even at reduced prices, the seven-day ticket is likely to draw people who otherwise might not have committed to come because they wanted to keep options open.
But if they buy in advance, they'll come. And once inside, they're likely to spend money on food and souvenirs.
The cash-flow strategy appears to have paid off under the Kids Free plan, according to data from Universal's second financial quarter of this year, covering April 3 to July 2, the only quarter that included the Kids Free plan from beginning to end.
In that quarter, Universal's two theme parks saw a 7 percent increase in total attendance, but only a 3 percent increase in ticket revenue compared with the same quarter in 2005.
However, the parks sold a lot more food, drink and souvenirs in the second quarter of 2006, so their overall revenue went up 9 percent.
The 7-day pass is $85 and must be bought in advance.
Scott Powers | Sentinel Staff Writer
Posted September 13, 2006
Universal Orlando is trying another ticket discount plan in the increasingly dynamic and competitive market of tourists' theme park packages,
Universal Tuesday announced a new seven-day, two-park ticket deal for $85, for people who buy at least one day in advance either over the Internet or through participating agents such as AAA. A basic one-day, one-park ticket costs $67.
The new plan replaces Universal's "Kids Free" deal and other ticket options that Universal introduced in January
"The Kids Free worked very well for us over the past year or so, but we're always looking for what's next," said Gretchen Hofmann, senior vice president of marketing and sales.
Called "EarlyBird Exclusives," the new plan is highlighted by the $85 pass that allows people to come and go as they please to both Universal Studios and Islands of Adventure for seven days. It gives Universal a multiple-day, flexible ticket package similar to SeaWorld's seven-day "Anytime" deal and Walt Disney World's 10-day "Magic Your Way" program.
All three target vacationers who want to keep their Orlando trip plans flexible, working in theme park visits a little on the fly, while reserving the option, on any day, to take in a beach or another attraction, shop, or just hang at the pool.
"More and more of our customers are buying in advance, planning in advance. They're looking for value, flexibility and convenience. We believe this is an ideal product for that," Hofmann said.
Universal also announced a new deal for Florida residents who buy over the Internet.
For $67, the usual price for a one-day, one-park ticket, they can buy a pass to get into both parks, or allow a second visit to one park during a 30-day period.
Another EarlyBird Exclusive offers a three-night, four-day hotel and Universal theme park ticket package for $195. Other packages will be rolled out soon, Hofmann said.
Universal announced its Kids Free deal this past winter to much fanfare, including a national advertising campaign that poked at Walt Disney World.
The deal allowed families to get a free child's pass for every two-day, two-park adult ticket purchased.
Universal touted Kids Free as a way to strengthen appeal to families with children younger than 10.
And the package was sweetened with other options.
"What we're trying to do is simplify," Hofmann said.
"Rather than having one offer you look at in a multitude of different ways, let's have one offer that works for everybody."
There's a more practical reason for replacing Kids Free now, suggested Ady Milman, a theme-park business professor at the Rosen College of Hospitality Management at the University of Central Florida.
This time of year, "kids are back in school," Milman said.
Milman said the flexible ticket packages all are aimed at increasing cash flow.
Even at reduced prices, the seven-day ticket is likely to draw people who otherwise might not have committed to come because they wanted to keep options open.
But if they buy in advance, they'll come. And once inside, they're likely to spend money on food and souvenirs.
The cash-flow strategy appears to have paid off under the Kids Free plan, according to data from Universal's second financial quarter of this year, covering April 3 to July 2, the only quarter that included the Kids Free plan from beginning to end.
In that quarter, Universal's two theme parks saw a 7 percent increase in total attendance, but only a 3 percent increase in ticket revenue compared with the same quarter in 2005.
However, the parks sold a lot more food, drink and souvenirs in the second quarter of 2006, so their overall revenue went up 9 percent.
