For many families in the US, from various income levels, a visit to Disneyland was often considered a once-in-a-lifetime experience. Unless you were affluent or lived in California, affording a trip to the magical theme park has always been a challenge but not impossible. However, with Disneyland fully reopening, many visitors are finding the costs reaching prohibitive levels, threatening to close that narrow opportunity.
In February, Disney CEO Bob Chapek indicated that the company would pursue a more aggressive financial approach for their theme parks, likely to recover from losses due to the COVID-19 pandemic. This move has been evident to patrons and analysts; basic entry passes now cost as much as premium passes did before the pandemic. Additionally, new expensive offerings have been introduced, like a $100 sandwich at the Pym Test Kitchen in the Avengers Campus. Added to these are other expenses like parking and hotel stays, where a night at a Disneyland Resort hotel can run up to $500.
Hundred dollar sandwiches. Two hundred dollar per person park tickets. Eight hundred dollar standard hotel rooms. Has Disneyland finally gotten too expensive?
According to a recent study, the answer is yes. https://t.co/G4KMwlPcM2
— SFGATE (@SFGate) June 21, 2021
Rick Munarriz of The Motley Fool commented, “Nostalgia comes at a cost, and the entertainment giant is now realizing this more than ever.” Surprisingly, a survey by Business Insider revealed that wealthier individuals, who could easily afford these expenses, are the least interested in visiting Disneyland. Those earning between $50,000 and $74,999 showed the most enthusiasm, with the $25,000-$49,999 income group not far behind. Disney’s focus on attracting wealthier customers could backfire, but it might be their strategy to bounce back after a challenging year.
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