Walt Disney (NYSE:DIS) is raising ticket prices for its two Southern California theme parks by about 6% on most popular days, with immediate effect.
While the price of its lowest-tier offering will remain unchanged at $104, charges for all other one-day, one-park tickets on more popular days and multiday one-park tickets will rise between 5.9% and 6.5%. The most expensive ticket, one-day, one-park ticket, will now cost $206, up 6.2% from its previous price of $194.
Disneyland officials said pricing is continually adjusted to balance demand, optimize attendance and reflect the value attendees get at the parks.
In addition, Disneyland Resort is also raising prices for its Magic Key annual pass program, with the lowest-priced Imagine Key now costing $599, up $100. The program is currently paused for new sales and will open up later this year, as per the officials.
The price hike comes at a time when the theme park operator is experiencing a slowdown at its resorts, with rising costs weighing on profit.
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