D’Amaro says Disney is committed to providing value for families
Providing exceptional value and flexible options is the key to making family visits more affordable, Josh D’Amaro, Chairman of Disney Parks, Experiences and Products said during the MoffettNathanson Media, Internet & Communications Conference today.
D’Amaro stressed that when considering pricing, the fundamental starting point is the inherent value of a Disney park visit. He highlighted the unique nature of a Disney day, often spanning 10 to 15 hours and encompassing a wide array of experiences, including numerous attractions, Broadway-caliber shows, diverse dining options, and spectacular nighttime fireworks displays. According to D’Amaro, this comprehensive offering justifies the cost, a sentiment echoed by guest feedback.
Beyond the breadth of entertainment, Disney is also focusing on tactical approaches to pricing and offerings to enhance flexibility for guests. The aim is to empower visitors to customize their experience, allowing them to choose specific attractions, preferred viewing locations for parades and shows, and tailor their day according to their interests and budget. This emphasis on providing a range of choices is intended to cater to different needs and financial considerations.
D’Amaro conveyed a clear understanding of the importance of balancing costs with the delivery of high value. The company, he said, is being thoughtful about pricing strategies and promotions, as well as considering optimal times for families to visit, with the overarching goal of making the Disney experience accessible to a wider range of guests.
Disney has done this in a number of ways. “Guests are telling us, based on their experiences, and then we can define thresholds.” Through pricing strategies, the old seasonality has been taken out of the picture. In the past, there was a significant fluctuation depending on the season and month. There would be extremely busy times and slow times. Now that graph has flattened out because of the various pricing levels.
There are also people pushing back on the price in public. Most recently there has been a lot of publicity of a Florida man, a professional YouTuber, based in West Palm Beach, Florida, deciding to go on a spur of the moment trip to Disney World during Easter. He told USA Today that for himself, his wife, and their three children, only one younger than 10, the entire day’s cost was about $1,400, including tickets, parking, and food, for a trip to Hollywood Studios and Disney Springs.
