Subscribe to Breaking News emails

You have successfully subscribed to the Breaking News email.

Subscribe today to be the first to to know about breaking news and special reports.

Disney Considers Uber-Style Pricing for Theme Parks

by Keith Wagstaff /  / Updated 

Breaking News Emails

Get breaking news alerts and special reports. The news and stories that matter, delivered weekday mornings.

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. It's a similar system to that of ride-hailing apps like Uber, although prices wouldn't change minute to minute. Instead, they would be listed as far as months in advance according to demand, much like in the hotel and airline industries.

"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.

"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.

Related: Family Walks 4,000 Miles to Disney World in Daughter's Memory

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 the Magic Kingdom 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."

Breaking News Emails

Get breaking news alerts and special reports. The news and stories that matter, delivered weekday mornings.
MORE FROM news