The Walt Disney Company (dis) is considering switching to a pricing model based on demand at its U.S. parks.
In the new pricing model, there would be a financial or other incentive for visitors to go to the park off-season, reports the Wall Street Journal. Much like airline prices, tickets to Disney parks would cost more during weekends and around major holidays, and less during the weekdays and low tourist season.
With the popularity of franchises like Frozen and Star Wars, attendance at the Disney parks has been at record levels for the past three years, according to WSJ. While this is indeed a good problem to have, it also means that visitors experience long wait times for rides, as well as gate closings—not exactly what people coming to the "Happiest Place on Earth" would expect.
This change in pricing comes amidst a number of changes to the domestic Disney parks. For one, Disney has been experimenting with using technology to manage crowds. For example, its "My Magic Plus" wristbands allow customers to reserve times for rides and meals before their arrival. And Disney is continuing to expand its parks. In August, Disney announced that it would add Star Wars-themed lands to parks in Anaheim and Orlando.
Note: The previous headline of this article read:"Disney's U.S. parks to change their pricing for the first time in 60 years." The word strategy was inserted to avoid confusion.