[Anaheim, CA] Today millions of Disneyland fans are shocked by the announcement that Disneyland will be canceling their Annual Passport program effective immediately. In a statement by Ken Potrock Disneyland’s President, the resort promises to be working on a new membership system that will utilize consumer insights to deliver, choice, flexibility, and value for their ‘biggest fans’. Disney has also shared details regarding AP discounts being used at the Downtown Disney District.
Until details about the new membership offerings are announced, Disney will allow pass holders to use their Annual Pass discount at the Downtown Disney District. On top of that starting January 21st, they’ll also be able to receive 30% off at Disney owned stores from Monday through Thursday. This promotion will run until February 25th of this year.
With millions of Disneyland guests being apart of the AP Program, it was highly unlikely that when the two theme park eventually re-open that there would be any chance of a normal ticket holder to visit on the day they wished to. The demand for Disneyland grows larger and larger the longer they stay closed and it would be nearly impossible for the resort to satisfy all their theme park guests while also re-opening in a safe manner.
A couple of options are on the table for the company regarding the future of memberships/offerings. One idea is selling only the Disney ‘Flex Pass’ which was an option that required guests to book a reservation on select dates before visiting one of the two theme parks. Another option that Disney could be potentially looking at is selling a membership in which will allow guests to pay for 2-3 months of admission in full. Both ideas could make it a lot easier for them to limit the amount of memberships and reservations offered, helping with park capacity and social distancing protocols. The two Disneyland theme parks won’t be looking the same as they used to for at least a couple of years. However, this gives the company a chance to start fresh and re-evaluate the way they go about membership benefits, perks, and other operating solutions to problems that the former program brought.
The Walt Disney World Annual Passport Program operates a lot smoother and offers relatively better perks than the Disneyland one offers. If the company structures it similar to WDW, it could be a huge success on the resort’s part for both the business and consumers. Disney has announced that guests who purchased an annual pass will be issues refunds in the next few weeks for those who are eligible for them.
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