Disney Parks Consider Demand Pricing

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Disneyland

This would be the first time in which the company would adjust prices based on attendance.

The Walt Disney Co. is weighing whether to implement demand-based pricing for its theme parks, the Wall Street Journal reports.

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 told the Journal. 

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 $99; Walt Disney World's Magic Kingdom charges $105 for single-day admission.

The Orange County Register reports that 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.

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