Disney raised their rates yesterday on all their ticket prices. Almost worse than what they did is how they did it. It was announced Tuesday. Hikes went into effect Thursday. It would have been nice to give the public some ample notice to get their orders in, or in many cases, save up.
The announcement came on the heel pads of the ruling on Prop. 8. I’m thinking that Disney timed it that way knowing full well that the gay population would be so busy celebrating, they’d fail to notice.
Disney is the 800 lb. mouse. They can do whatever the hell they want, and the park will still be filled to Nemo’s gills. However, what they gross in revenue, they stand to lose in goodwill. This is a PR case study in what not to do.
Day passes went up 4 bucks, but season passes increased as much as $30 each. Meanwhile, the economy is statistically worse than it was in the depression. The message that the Disney Co. sends with the price hike is they don’t care about your economic woes.
Worse still, it was announced with slick spin. The press release read “New Information About Tickets.” It’s as sing-song-y as one of the parade numbers.
The Mousketeer marketeers who thought this up ought to get into the mortgage game. At least when they come to repossess your house, they’ll do it in gleeful song.
Still spinning, they wrote “While the prices do reflect an increase, you can still find special values…” and the official announcement reads prices will be“adjusted,” not increased, raised or hiked. Such euphemisms ignore the Dumbo in the room. That’s like your boss telling you “You’re not being fired, your employment term is simply being adjusted… backward… and as of today.” Then with cocked smile, “Here’s your box!”
Disney, who does almost everything excellently, really screwed the pooch on this one.
Well, actually, the pooch screwed you.