Disney Considers Uber-Style Pricing for Theme Parks

Keith Wagstaff
DIS considering price plan options

The "Happiest Place on Earth" may soon take a pointer from Uber.

Disney is considering a plan to increase prices for admission to its theme parks on busy days and lower them on slow days, similar to the demand-based pricing system used by ride-hailing apps, airlines and hotels.

The Magic Kingdom park at Walt Disney World Resort in Lake Buena Vista, Florida.
Getty Images

"We continue to evolve the way we think about managing demand—particularly during our busiest seasons—in order to deliver a world-class experience for our guests," Disney spokesperson Jacquee Wahler told NBC News in an email.

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"In addition to continuing to expand, we are also exploring pricing options that could help spread out visitation throughout the year."

The potential pricing change was first reported by the Wall Street Journal. Disney might try imposing restrictions or adding perks to tickets instead of tweaking prices.

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The goal is to attract more people in the off-season and on weekdays so that the park isn't slammed at busy times such as summer weekends and holidays. At Disneyland in California, single-day tickets currently cost $99, while Walt Disney World in Florida charges $105, both regardless of when people visit.

Disney said that it's surveying visitors to gauge interest in the new pricing model.

Disney also made price changes to its annual passes on Sunday, including a new Disney Signature Plus option for $1,049, which allows for access to all Disney parks with no black-out dates.

The changes come as Disney looks to add new sections to its theme parks based on popular movies such as "Star Wars," "Avatar" and "Toy Story."