can you copy and paste the text please, as its behind a paywall
The coronavirus pandemic could bring a new way to purchase Disneyland tickets and annual passes that breaks the day into parts to help spread out crowds and increase revenue when the Anaheim theme park reopens with capacity restraints following an extended COVID-19 closure.
Disneyland is considering “day-parting” annual passes by time of day similar to the way the park offers convention attendees twilight tickets that are good for evening admission.
Disneyland Resort President Ken Potrock said during an interview with reporters that passholders would be
surveyed about a new membership option that will replace the Anaheim theme park’s annual pass program.
“There’s nothing off the table as we begin to think about things that are important for people,” Potrock said. “Whether it’s the number of times that they visit on a product offering. Whether it’s when. Is it midweek or weekend? Is it morning or afternoon? Is it day-part oriented? It’s all of those kinds of things that we’re incredibly curious to hear back from the guests about.”
Disneyland and other California theme parks are unlikely to return to full operation until spring or summer under COVID-19 health and safety reopening guidelines issued by the state. Disneyland’s new membership program will be unveiled at a later date — presumably after Disneyland and Disney California Adventure reopen.
Day-parting is a simple idea that does just what it sounds like — break the day into parts. The notion of day-parting is a familiar one in the restaurant industry — think breakfast, lunch and dinner — and in broadcast television scheduling with daytime, prime-time and late-night programming.
Disneyland already has a dayparting model in place: After Dark special events like ‘80s Nite, Villains Nite and Sweethearts Nite. Disney does something similar with the separate admission
Oogie Boogie Bash after-hours special event during Halloween.
How could a day-parted annual pass or daily ticket work at Disneyland?
Disneyland sells Twilight tickets to meeting, convention and special event attendees. The Twilight tickets — typically good after 4 p.m. — cost $93 for one park and $127 for a parkhopper in 2019.
Walt Disney World offered a Mid-Day Magic Ticket valid after noon at any of Disney’s four Florida theme parks in 2019 when Star Wars: Galaxy’s Edge debuted. The Mid-Day Magic offer, which has since ended, cost as little as $79 a day when purchased as part of a multi-day pass.
Disney World has also sold $69 Twilight tickets — typically to convention attendees — good for one park after 5 p.m.
Through the years, SeaWorld Orlando, Busch Gardens Williamsburg, Kings Dominion and Alton Towers have sold Twilight tickets that could be used after 3 or 4 p.m.
Tokyo Disneyland and Tokyo DisneySea offer full day and partial day tickets to any visitor — not just conventioneers. The Japanese parks sell a $53 Starlight ticket for visitors arriving after 3 p.m. and a $41 evening ticket for those showing up after 6 p.m.
A similar day-parting strategy could be deployed with Disneyland’s upcoming membership program that would allow passholders to enter either of Disney’s Anaheim theme parks after noon, 3 p.m. or 6 p.m.
Disneyland could also use a day-parting strategy for daily ticketing when the parks reopen after the extended coronavirus closure as a way to increase attendance without increasing crowding. Large parks like Disneyland will be restricted to 25% capacity with advance reservations required once they reopen under state guidelines.
Disneyland could deploy a daily ticketing strategy similar to the one used for after-hours special events — with an 8-hour morning session running from 8 a.m. to 4 p.m. and an 8-hour evening session running from 4 p.m. to midnight.
Disneyland did something similar when it limited guests with reservations to
a 4-hour window during the soft opening of
Star Wars: Galaxy’s Edge.
How much would you be willing to pay to go to Disneyland for only part of the day? The Disneyland After Dark events typically cost $109 — slightly more than the lowest-priced $104 all-day Disneyland ticket. Whether that’s worth it would be up to you to decide.
Would
legacy passholders be interested in an annual pass that limited access to certain parts of the day? The $649
Flex pass required passholders to make advance reservations to get into Disneyland and Disney California Adventure on busy days. Could a new Flex pass add a time of day component to the reservation process? We’ll have to wait and see if Disneyland’s new membership program includes dayparting options.