The cost of a single day pass for the Magic Kingdom at Walt Disney World Resort will surpass $100 this year after its entertainment giant owner implemented new, higher rates for its flagship properties.
Walt Disney Co. (DIS), the operator of the park, is raising admission prices at its theme parks, including the Orlando, Fla., location that's one of its best known. The list price on a single ticket for a visitor age 10 or above will go to $95 for the Magic Kingdom, and once $6.18 in tax is added in, the total comes to $101.18. The pretax rate is up 6.7% from $89 in 2012 and six times the rate of inflation measured by the CPI.
Other Disney park prices have increased, as well, though not as much. At Epcot, Animal Kingdom and Hollywood Studies, also in Orlando, a ticket for one day will cost $90 before tax and $95.85 after. All three were $89 last year, the same as the Magic Kingdom, so the increase there is $1. Tickets covering multiple days save you some money the longer they run, with a five-day ticket averaging out at $57.80 pretax.
Of Disney's $42.3 billion in revenue last year, the Burbank, Calif., company's parks and resorts segment accounted for $12.9 billion, or around 30%, of the total. Media networks, which include ESPN and ABC, are the top revenue contributor. The parks division's operating income was $1.9 billion.
From a brand standpoint, Disney's sites are on a level all their own, aided in no small part by the fact that they've got a host of characters who are as recognizable as any icons on Earth: Every year a new set of kids wants to go see Mickey Mouse and Cinderella.
Disney's pricing reflects that. Consider the fees for other well-known parks. Ohio's Cedar Point starts pricing at $44.99 for an adult day pass bought online. At New Jersey's Six Flags Great Adventure & Safari, general admission for an adult ticket is $62.99 at the gate. For Busch Gardens in Virginia, a one-day ticket is $70, and California's Knott's Berry Farm offers advance tickets online for $36.99.