The Walt Disney Company is considering switching to a pricing model based on demand at its US theme parks.
The change, in which ticket prices would fluctuate based on how many people are in the park, would mark the first such pricing policy since Disneyland opened its doors in 1955.
“We have to look at ways to spread out our attendance throughout the year, so we can accommodate demand and avoid bursting at the seams,” Walt Disney Parks and Resorts chairman Bob Chapek said. Chapek said the company aims to increase attendance during slower periods throughout the year, which is why simply raising prices would not appear to be the optimal solution.
A single-day ticket for Disneyland is currently US $99; Walt Disney World’s Magic Kingdom charges US $105 for single-day admission. Disneyland raised prices on Sunday for its lower-tier annual pass and highest-tier bicoastal annual pass, eliminated its no-blackout premium annual pass and introduced two new top-level annual passes.