You've seen the videos, parents telling their kids "we're going to Disney World" and the adventure begins. The fireworks, the rides, the characters, and most importantly the magic. But all the fun comes at a price, a very high price. Over the past few years Disney has been raising the prices at their theme parks, resorts, and restaurants. Disney is no different from other theme parks like, Universal or Sea World, who have also been raising their prices but this isn't just about comparing prices. This is about an overall experience and how Disney World no longer provides the happiest feeling on earth.
Disney has built a brand that cannot be matched. They are the Apple of the Theme Park Industry. People will travel from miles away just get a picture with Mickey or to see the Cinderella castle. It's an experience that is priceless – almost. For a single day ticket at Magic Kingdom it now costs $105 to enter. So I think about Disney and I ask myself who is their audience? Who are they targeting with these ticket prices?
I know for a fact it's not me, the broke college student. It's not my working class parents. It's not the majority of America. We live in a time where most of the country is working to stay out of debt or working to pay it. Really, anyone could afford Disney tickets as long as they are willing to give up their first born. I'm kidding but there is no way I could afford tickets without giving up my life savings or going to some debt.
Like I said earlier, other theme parks have raised their prices too, but what makes them different from Disney is the fact that they are still affordable. An annual pass to Universal Studios cost $300 with no blackout dates while an annual pass to Disney cost $691 with no blackout dates. Yes, both of these parks offer completely different experiences, but for people who are on a budget, which sounds more appealing?
I see Disney rebuilding Downtown Disney, renaming it Disney Springs, and it looks completely different. The stores have changed and now have pricier items and even my favorite restaurant, T-Rex, took my favorite item off the menu. What I am noticing is that Disney is targeting a wealthier audience. We can get technical about it and discuss the economics behind this business, but I truly think they have changed their target audience. Before Disney used to be for everyone. Any person who wished upon a star could dream about going to Disney and it would come true. Now, It's just a wish.
Disney is still a happy place. Nothing can compare to the feeling of being at Disney. The only problem is not many people will get to experience this happy feeling anymore. I see a future where many kids won't able to get that picture with Mickey or get a pair of Mickey ears. There won't be lots of children with Mickey balloons and Mickey ice cream, or dressed as princesses roaming the parks. Instead there will lots of adults who have been saving to make this trip since they were young, their happiness came at a price. And there will be a few kids who were lucky enough to have parents who could afford to take them to Walt Disney World, the Happiest Place On Earth.
