In what might be a strategy inspired by Disneyland Paris’ Annual Pass Sponsorship program, Walt Disney World has an (apparently) limited-time offer where current AP holders can give a friend a “pass-along savings card,” which gives the friend a 10% discount on a new Annual Pass (or Premium Annual Pass), and a $25 Disney Gift Card kickback to the current AP-holder. The new AP must be purchased at the ticket gates, at the parks. (Details are in an enclosure with the current issue of the Mickey Monitor, the newsletter for Annual Passholders.)
I find this a somewhat worrisome development, as Annual Pass discounts for Walt Disney World are few and far between (and longtime fans know the last time they were offered was also during dire economic straits). As much as I’d love to take advantage of the promotion (hey, are any of my friends or family members planning to buy new Annual Passes before July 31st? want 10% off?), I can’t help but see this as a fairly desperate move to keep attendance up while the economy continues to falter. Sure, attendance is only off by about 1% at this point, and room reservations are expected to remain flat, but check these additional numbers from the Wall Street Journal:
Staggs said the “Buy 4, Get 3 Free” promotional pricing] offer in Orlando helped to lift room occupancy to 89% versus 88% in the prior year but also contributed to a 17% decrease in per-room spending. In Anaheim, the company didn’t have a comparable promotion and occupancy came in at 69%, down by 14 percentage points. Per-room spending at Disneyland Resort decreased by 6%.
The company’s revenue from its parks division fell 12% for the second quarter, while its operating income plunged 50%.
I’ll read that again: “Operating income plunged 50%.” Ouch.
Some would argue that Disney’s doing the right thing by going to any length to maintain market share, even if they incur significant losses in doing so. And they’re probably right. But it doesn’t make me feel any better.
“Somewhere between the smoke monster’s first appearance on Lost— when it was depicted as a strange unseen force uprooting trees—and that episode in season three where it grabbed Mr. Eko and smashed him against the ground until he was dead, this character became the breakout star of the show,” said Stephen McPherson, president of ABC Entertainment. “And that’s exactly why we’re so excited about Where There’s Smoke. We get to see the monster’s light comedic side in a show about life, love, and good friends having good times.”
looks like a fabulous graphic novel! And yes, Mu Lan is one of the six historical and mythical women featured.
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