Since late last year, Disney has been internally having discussions regarding the possible use of “demand pricing” on tickets to its theme parks. Similar to Uber’s surge pricing, the pricing of tickets would be based on the demand aka crowd levels of its theme parks on certain days. Today, Shanghai Disney Resort announced that its Disney Park would be adopting the pricing practice for its tickets.
Shanghai Disney Resort will begin public sales of tickets to Shanghai Disneyland beginning March 28, 2016. Like its U.S. theme park counterparts, tickets will be date-specific and valid for admission only for the date purchased. Unlike its U.S. counterparts, pricing will then be broken down into the following chart:
Things you should know about the above chart:
- Ticket prices above are for one-day only.
- Tickets give access to all of Shanghai Disneyland’s attractions and entertainment inside the theme park.
- Two-day tickets can be purchased at a 5% discount.
- Cost for tickets are split into two categories: Regular and Peak.
- Peak pricing will go into effect for expected crowded days including but not limited to designated holidays, summer holidays and weekends, etc. Click HERE to see a tentative calendar of what specific days Regular and Peak ticket prices will go into effect.
- Peak tickets are more expensive than Regular by an average of ¥120 RMB.
- Price of tickets during the grand opening period (June 16-30, 2016) is set at ¥499 RMB (or $75.79 USD).
- Price of tickets after the grand opening period is set at ¥370 RMB (or $56.23 USD).
- Ticket prices are all subject to change without notice; “We will continue to evaluate our various ticket options and may in the future make adjustments.”
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Due to expected popularity for its grand opening, guests may only purchase 5 tickets to Shanghai Disneyland until an undisclosed time.
Guests may also change the day of their visit by changing their ticket’s valid date based on availability.
Additionally, discounted ticket pricing will be provided for guests including children (1.4 meters and below), seniors (65 years old and above), and guests with disabilities. Guests will receive a 25% discount off their desired day-and-date ticket purchase. Infants age 1 meter and below will receive free admission.
Check the official Shanghai Disney Resort website on March 28 for the latest news and to purchase tickets.
Shanghai Disneyland wasn’t the first theme park to adopt demand pricing. Just a few days earlier, Universal Studios Hollywood announced their demand pricing program that was probably done to control the large expected crowds for the Wizarding World of Harry Potter opening in April.
Still, Disney will be monitoring the feedback of guests who visit the “authentically Disney, distinctly Chinese destination”. That feedback will be critical to Disney Parks leadership who’ll determine if the pricing model will be applied to Disney’s other theme parks. The model might prove beneficial in controlling crowds, especially when the new Star Wars-themed experiences open at both the Disneyland and Walt Disney World Resorts.
“Shanghai Disneyland’s two-tiered pricing and date-specific tickets will allow the park to manage the extraordinary anticipated demand for the innovative attractions and premium entertainment at the newest Disney destination, putting choices in the hands of guests while at the same time delivering an exceptional experience,” said officials in the announcement this morning.
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