Disneyland plans to introduce a new Magic’s replacement for its annual Passport, which was scuttled amid concerns that demand by the million fans using the subscription program was fueled by Disney’s capacity-constrained Anaheim following the shutdown of the coronavirus. Theme parks can be overwhelmed.
Disneyland sent legacy passholders an email on Monday, August 2 with the subject line “The Wait is Near Over,” alerting former annual passholders that a new membership program would be announced on Tuesday, August 3.
According to the email to Legacy Passholders, “As one of our biggest fans, we wanted to make sure you were the first to know about this new offering.” “We are thrilled about this upcoming announcement and we encourage you to stay tuned as all details will be revealed before 1PM PST tomorrow.”
The cancellation of the nearly four-decade-old AP program in January rattled through a loyal corps of passholders.
Ken Potrock, president of Disneyland Resort, said in a letter, “I know that ending the annual passport program will be disappointing for many of our passholders, who are just as concerned as we are about reopening our gates and welcoming guests properly.” Want to do it on time.” Passholder in January “But we’re also very excited about what’s ahead. We plan to use this time while we close to develop new subscription offerings that will cater to our biggest fans.” Will use consumer insights to provide choice, flexibility and value.
Disneyland fed the fan base with the title “Legacy Passholder” and offered new perks, while the park developed new subscription replacements.
Disneyland surveyed passholders in January to determine the most popular option combinations and price points for the new membership program.
Subscription prices in the survey ranged from $399 to $1,399 — in line with 2019 prices for the Disneyland Annual Pass. In 2020, the Southern California Select Pass increased to $419, while the Signature Plus Pass climbed to $1,449.
The surveys revealed some new options which included advance reservation requirements, booking window range, any time reservation, blockout day tickets and dedicated passholder admission.
According to Disney executives, the surveys, along with extensive qualitative research, offered consumer insights to help inform the development of future Disneyland subscription offerings designed to provide choice, flexibility and value. have gone
Disneyland officials would not say how many people had annual passes, but theme park industry observers have estimated the number to be 1 million. According to financial analysts at UBS, annual passholders comprised an estimated 50% of Disneyland resort attendance.
Disneyland and Disney California Adventure reopened on April 30 after a 412-day pandemic shutdown with attendance capacity constraints and other state-mandated COVID-19 health and safety measures. Most restrictions were lifted on June 15, though Disneyland and DCA once again require visitors to wear masks indoors amid a spike in COVID-19 cases and hospital stays tied to the Delta version.