Bob Iger Says Disney Theme Parks Were Priced Too High
Bob Iger has returned to Disney and is taking a look at how to make the parks more accessible. Right now, under previous leadership, it almost looks like the plan to make the parks less crowded was to make it only feasible for the rich to go.
“I always believed that Disney was a brand that needs to be accessible,” he told a Morgan Stanley media conference Thursday. “And I think that in our zeal to grow profits, we may have been a little bit too aggressive about some of our pricing. And I think there is a way to continue to grow our business but be smarter about how we price so that we maintain that brand value of accessibility.”
Iger has made small changes in that direction already, lowering some prices and adding perks at Disneyland and Walt Disney World. Such as resuming complimentary self-parking at WDW resort hotels, relaxing reservation requirements for annual passholders and offering free photo downloads with Genie+ service. At Disneyland in Anaheim, he expanded park-hopping hours and added more of the lowest-price day trip tickets, as well as the complimentary photos.
Some of these pricing issues have started becoming glaring, like the huge miss with the pricing of Disney's Galactic Starcruiser. With family tickets running in the neighborhood of $5k-$6k for three days, it's a bit steep for most fans. For that amount of money you can buy your own starship. Disney is catching on and reducing the number of "cruises." Tip: Make it affordable and I'll freaking live there.
Next, take a look at the new Villas at Disneyland Hotel that cater to the often overlooked "filthy rich" segment of Disney-goer.