Universal Hollywood accommodating Potter fanatics with new variable pricing strategy
by Tom Anstey | 03 Feb 2016
Hollywood’s Wizarding World has been under development for the past five years, with the highly anticipated attraction scheduled to open on 7 April / Universal Studios Hollywood
In anticipation of the arrival of its Wizarding World of Harry Potter attraction, Universal Studios Hollywood is preparing to introduce a variable pricing strategy for the park, becoming the first major theme park in the US to do so.
The pricing strategy – which sees consumers pay less to enter during quiet times of the year but more during peak trading periods – is likely to end up in more theme parks across the US in the not-too-distant future, with the likes of Disney asking annual US theme park pass holders their opinion on such a payment system. Disney already uses variable pricing at its Paris theme park, which varies between US$85 (€78, £59) and US$101 (€93, £70) depending on the day.
The new pricing strategy by Universal would mean entry to the California theme park would remain at US$95 (€87, £66). If visitors book online for low-demand days they can save as much as US$20 (€18, £14). Booking online on a peak day will also produce a saving, but only of US$5 (€4.60, £3.50). The park isn’t currently increasing its maximum entry price, though that could change in the future.
Part of the idea behind the strategy is to help manage park operations. With people buying online, park management can get get a clearer idea of daily attendance in advance.
With Harry Potter expected to spike visitor numbers at the park, Universal hopes its new fluctuating pricing strategy will help to spread out attendance spikes through the year, mitigating quieter periods and ensuring fewer guests are turned away at peak times.
Hollywood’s Wizarding World has been under development for the past five years, with the highly anticipated attraction scheduled to open on 7 April. Universal has achieved exceptional theme park attendance and profit growth on the back of Potter attractions at Universal’s parks in Orlando and Japan.
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In anticipation of the arrival of its Wizarding World of Harry Potter attraction, Universal Studios Hollywood is preparing to introduce a variable pricing strategy for the park, becoming the first major theme park in the US to do so. The pricing strategy – which sees consumers pay less to enter during quiet times of the year but more during peak trading periods – is likely to end up in more
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