Disney Price Hike Not So ‘Fantasmic!’ : Tourism: The Anaheim theme park is raising admission charges in a bid to capitalize on the success of its special effects show.
After more than a year of unprecedented admission discounts, Disneyland plans to raise prices by up to 4.5% today in a bid to capitalize on the success of its new “Fantasmic!” special effects show.
The price hike had been rumored for weeks, but the move is expected to catch competitors and industry observers off-guard since it comes amid predictions that the recent civil unrest in Los Angeles would put a clamp on tourism this summer.
The price of a Disneyland adult admission is now $28.75, up from $27.50. For children ages 3 to 11, the new price is $23, up 2.2% from $22.50. The daily entry fee is good for all rides and attractions, though customers typically spend as much or more on food and souvenirs.
“The new prices recognize the entertainment value of the new entertainment additions to Disneyland,” said spokesman Greg Albrecht.
The theme park introduced a “Beauty and the Beast” stage show this spring and a new summer parade on Main Street, but its biggest draw this year is the “Fantasmic!” water and pyrotechnics show, which involved months of construction and reportedly cost between $30 million and $70 million to build.
Albrecht said the nighttime show has been quite popular since its debut last month. The subject of a massive print, radio and television ad campaign, the show--featuring Mickey Mouse as the Sorcerer’s apprentice and Disney villains from movies such as “The Little Mermaid” and “Fantasia”--has had audiences lining up hours in advance to get prime viewing spots.
For the amusement park industry, however, the Disneyland price increases could not come at a better time. It is an early indicator that things could be shaping up for the tourism industry. Other parks typically follow Disneyland’s lead in raising or lowering prices, although no Southland parks suggested any immediate plans to follow suit Wednesday.
“I think in general there is a hope in Southern California that the resident market is coming back,” said John Robinett, a principal in Economics Research Associates, an amusement industry consulting firm in Los Angeles. “There is some pent-up demand in the local market due to the recession. People have held off for a year or two and there is some hope they will come back.”
The price hike comes a month after the Los Angeles riots, which were widely believed to have doomed the tourism market for the rest of the summer. But Robinett said tourists, who have typically spent hundreds of dollars to fly to Southern California and stay at hotels, are less sensitive to price increases.
At present, Knott’s Berry Farm charges regular admission of $22.95 for adults and $9.95 for children. Universal Studios Hollywood charges $26 for adults and $22 for children.
Disneyland broke from its longstanding tradition in the past two years and began offering discount admissions of $20 for children and adults through supermarket promotions and during a special, Southland residents-only period in the winter. Other parks also have offered similar discounts.
