What can your association learn from Disney’s pricing strategy?

Written by Sheri Jacobs, FASAE, CAE

(Image: Adobe Stock)

A $4 price increase may not seem like much, but when Disney raised the price of a day pass to the Magic Kingdom to $99 this February, many people were surprised. Although Disney raises its ticket prices every year, this usually happens at the beginning of the summer. The increase also raised some eyebrows because it occurred at a time when the outlook for consumer spending was weak. So why did Disney raise its prices? “Because it could,” according to a blog post on The Motley Fool.

Disney uses a pricing strategy that offers a better value for guests who purchase a three-day or five-day pass. Disney also offers enticing promotions for guests who stay at their resorts.

Disney knows that at $99 a ticket, the cost of admission is not beyond the threshold of millions of parents who wish to treat their family to the Disney experience.

Does your association have a pricing strategy that maximizes revenue from its programs and products and incorporates incentives for members or customers to register or buy?

Sheri Jacobs, FASAE, CAE, is the author of The Art of Membership: How to Attract, Retain and Cement Member Loyalty, published by ASAE and Jossey-Bass (January 2014).

Posted on May 13, 2014