Disneyland tries to win back fans with lower ticket prices and more perks

Disney's reinstated CEO Bob Iger is offering lower ticket prices and more perks as he tries to win back loyal fans who accused the company's theme parks of 'money grabbing'.  

At Disneyland in Anaheim, parkgoers will now have more days throughout the year where one-day passes will cost $104 - a special ticket price which was usually limited to some school days in winter and spring. A regular ticket on other days will still set people back $179. 

Parkgoers will also get complimentary ride photographs, and park hopping rules have been relaxed - allowing guests to explore from 11am as opposed to 1pm. 

At Disney World in Orlando, parkgoers will get photos with attractions with the purchase of Genie+, and hotel guests will get free overnight parking - which can run up to $25 a day. Annual passholders who arrive after 2pm will also no longer be required to make reservations Monday to Friday. 

In addition to now offering 'nearly two months' worth of $104 one-day park passes over the coming year, the Anaheim park will also provide complimentary ride and relaxed 'park hopping' rules

At Disney World in Orlando, parkgoers will get free attraction pictures, and hotel guests will get free overnight parking - which can run up to $25 a day. Annual passholders who arrive after 2pm will also no longer be required to make reservations Monday to Friday

In a memo to employee sent out this week, head of parks Josh D'Amaro said the adjustments reflect 'things that might need some change' based on feedback from employees and guests. 

'We want to make sure our fans are feeling the love,' D'Amaro said. 'We're listening to them, and we're trying to adjust.'

In his memo, the parks head said Disneyland in Anaheam will open up nearly two months' worth of days eligible for the lowest-priced admissions package —$104 for a one-day, one-park pass. Typically, these lower-priced days were only available on school days in the winter and spring. 

'Many of you know that I'm in the parks fairly often, and I listen to you and to our guests about the things that are working, as well as the things that might need some change,' D'Amaro said. 

The change, which will take place on February 4 allows visitors who buy a Park Hopper ticket to both Disneyland and Disney California Adventure to switch parks at 11am, as opposed to 1pm. 

At Disney World in Orlando, reservation rules for annual passholders instated in the COVID-19 pandemic have also been relaxed to the excitement of parkgoers.

The move to expand the number of days at lower ticket prices and offer more perks comes as Iger works to turn the company around after taking back the reins from ousted CEO Bob Chapek in November. 

When Iger, who had served for 15 years as CEO and retired in February 2020, was reinstated in November, he promised to work on the company's creativity and profitability, and return to its 'core values.' 

Fans have spent the last two years complaining about the issues at the parks, including two price hikes in 2022, alone. 

'Disney sends out surveys constantly, and they really do pay attention to those surveys,' said Don Munsil, president of travel website MouseSavers.com. 'All of these are things that fans have complained about,' Munsil said. 

The move to expand the number of days at lower ticket prices and offer more perks comes as Iger works to turn the company around after taking back the reins from ousted CEO Bob Chapek in November 

Disney's stock is up .44 percent as of noon today, just hours after the announced changes. The share price in 2022 closed down 39%

Iger's predecessor, Chapek, had been fired after company executives lost faith in his leadership. And anger against him become so commonplace among guests that so would often wear shirts that said 'Chapek Killed The Magic' and other slogans against him.  Some Disney visitors even began referring to broken or downed rides as having been 'Chapek'd.' 

Disney also hiked its ticket prices twice since October 2021, with one-day tickets as high as $244 for a one-day park hopper pass.

Under Chapek's tenure, Disney's share price plummeted, closing out 2022 down 39%, even as he raked in an annual salary of $26 million in 2021. Today, shares are trading at $95.97 each.

Issues with Disney World's park reservation system implemented in 2020 became so prevalent last year after two annual passholders filed a class action lawsuit over what they claimed was unfair treatment when it came to their purchase. 

The suit was filed in the United States District Court for the Middle District of Florida in October, before Chapek was ousted.

The passholders claimed the company favored single-day ticket holders over those who have bought in for the year. 

Annual passes for the amusement park can cost people as much as $1,600 - and the anonymous disgruntled Disney fans said in the suit the action is brought on behalf of 'themselves and all others similarly situated.' 

Chapek had been fired after company executives seemingly lost faith in his leadership skills 

Blame over the company's recent failings has been placed on a variety of factors including lower than expected financial results, large losses in the streaming business and Chapek's mishandling of the company's response to Ron DeSantis' Don't Say Gay bill. 

Employees were outraged and even planned protests over Chapek's initial silence in regard to the bill, which limits LGBTQ discussions in Florida schools for students in the third grade and below.

Chapek eventually spoke out against the bill, although some said the damage inside the company had already been done. 

Iger has since told employees in a companywide meeting 'one of the core values of our storytelling is inclusion, and acceptance and tolerance. And we can't lose that; we just can't lose that…How we actually change the world through the good must continue.' 

Chapek was criticized for not condemning the bill, and tried to quell the backlash with a backtracking statement to staff

In January, Florida Governor Ron DeSantis reignited the battle to take away Disney World's self-governing power in the latest blow as part of an ongoing battle between the company and the state.

The overhaul began with the 'Don't Say Gay' bill - would also force the company to pay $700 million dollars in unsecured debt that might otherwise have been paid by taxpayers.

Since 1967, Disney has been responsible for the governance of an area known as Reedy Creek, which is partly within Orange and Osceola counties. 

Critics say the arrangement gives the firm special legal and tax privileges.

Last week, a notice posted to the website of Osceola County said legislation would be introduced to create a state-controlled board for Reedy Creek.