Premium experiences are Disneyland’s costly new E-Ticket offering
Would you shell out the cash to take part in something extra magical?
For those who missed it yesterday, Disneyland quietly announced two new premium ticketed events: a red carpet celebration of the return of the Main Street Electrical Parade and the other, a private after-hours dessert party to celebrate The Twilight Zone Tower of Terror attraction before it closes for good.
Each event is teasing offerings that are “magical” and “very special”, from being one of the first people to see the iconic nighttime parade and being the last ones to take that terrifying elevator trip to the Fifth Dimension. And who can argue about discounting an event that gives you all that, plus food and parting gifts?!
There’s no doubt that each event is very special, especially for Disneyland fans. And that’s the point.
Whereas innovative attractions and shows were a main reason for people to spend hand and foot to go to Disneyland in the first place (the E-Ticket ones), the folks in their marketing strategy department have found that current guests are all about experiences. Furthermore, their most enthused guests (including the Annual Passholders) are willing to shell out hand and foot to be a part of something “magical”.
It’s nothing new in the world of marketing or special events, but it’s something that Disneyland hasn’t really focused on in the past. With these two “E-Ticket events”, it should signal the start of even more events as new things at the resort come to fruition.
Grand opening tickets to Star Wars Land anyone? Take a cue from Homer.
https://www.youtube.com/watch?v=CsO52l8Y_cE
