Disney Responds To Concerns About Its Parks' High Ticket Prices

ORANGE COUNTY, CA — The Wall Street Journal recently reported that Disney executives were debating whether the company's parks and resorts had become too expensive for middle-class families. Just days later, Disney appeared to defend its pricing.

In a statement released Monday, Disney execs pointed out its range of pricing options, ongoing promotions and discounts available.

"The number-one thing we hear from the millions of guests who visit our parks each year is how much a Disney vacation means to them," said Chairman Josh D’Amaro. "We intentionally offer a wide variety of ticket, hotel, and dining options to welcome as many families as possible, whatever their budget."

Disneyland is offering $50 kids tickets through March 20 and $199 3-Day passes for Southland residents through May 15, the company said.

"We understand the financial pressures that families face across every part of their spending, including how they travel," the release said.

The WSJ's report, however, painted a picture of what a day at a Disney park costs average-sized families and how price hikes keep the experience out of reach for many.

Yvonne Kindell told the paper her family of four paid $1,123 for one day tickets to Walt Disney World.

At Southern California's Disneyland, tickets for two adults and two children for a one-day park-hopper pass for Feb. 15 would cost $1,104, according to the park's website. That doesn't include parking, which is $35. If you want to save time in line with Lightning Lane passes, add another $128 to that total.

In the WSJ's report, Disney's top executive Bob Iger — who just returned to the post after handing the reins over to Bob Chapek — said the parks have gotten too expensive.

Iger, who ran the company from 2005 to 2020, felt that Chapek focused too much on Disney+, the company's streaming service. That focus was to the detriment of the parks and other resorts, people close to Iger told WSJ.

"He's killing the soul of the company," Iger reportedly said.

Disney did not respond to a request for comment from Patch.

The criticism is supported by two recent surveys.

One conducted by The Harris Poll found that some 75 percent of respondents reported that Disney was "financially out of reach" for their families, according to multiple reports. And equity firm Wolfe Research reported that the price for a family of four visiting the California park from out-of-town rose 56 percent between 2014 and 2024.

"Given that linear television has been disappointing Disney and everybody else in that business for the last decade, it stands to reason that Disney might have responded to that by pricing its parks a little more aggressively in order to prop up its financial results," Peter Supino, the managing director at Wolfe Research, told CNBC last year. "It continues to be a premium experience that puts pressure on the more price-sensitive cohort of customers that want to go there and struggle with the cost."

According to Disney's internal surveys, the percentage of people planning to return to the park "ticked sharply down" beginning in 2023, the WSJ reported — and it became a key concern to Disney officials.

To put things into perspective for what these prices mean for middle-class Californians, let's take a look at the Department of Housing and Community Development's latest state income limits report:

In 2024, California's state median income for a family of four was $111,300. In non-metropolitan counties, the median income for a family of four was $87,900. In expensive major metros, low-income for a family of four is even higher: $110,950 annually in Los Angeles, $119,500 in San Diego, and $186,600 in San Francisco. In Orange County, which is home to Disneyland, $126,250 is considered low income for a family of four.

The median rent in California is $2,753. For a family of four — who might need at least three bedrooms — the average rent is $3,600, according to Zillow.

Meanwhile, the price to visit the California landmark — which opened in 1956 — just keeps rising.

Late last year, Disney increased prices on daily ticket and annual pass prices at Disneyland Resort as it prepared for the debut of Tiana's Bayou Adventure in November. Prices increased an average of 6% on Oct. 9, the Orange County Register reported.

Prices during this February and March for one adult to just one park (Disneyland or California Adventure) range from $104 on some weekdays, up to $206 on some weekends, according to Disney's booking website.

What's more, in recent years, Disney Parks have added up-charges across most of their parks and experiences. More of the previously free offerings — including the lightning lanes — now come with an extra cost.

Experts recognize the frustration these new and heightened up-charges create. They also urge families to consider the benefits the add-ons afford buyers. If travelers want a convenient vacation experience that maximizes their time at Walt Disney World or Disneyland Resort, they must weigh the pros and cons of each add-on and determine whether to buy in.

Jessica Gardner, The Theme Parkette on Instagram, explained that convenience now comes at a cost.

"You don't need a Magic Band at the Disney parks, but they make everything more convenient," Gardner said. "Lightning Lanes makes it so you don't have to stand in line as long for an attraction, but you don't need one. You can choose to stand in the regular standby line."

Gardner recommends that families take a hard look at their vacation budget before deciding which add-ons to purchase.

"I always recommend buying [add-ons] when possible to make the most of your limited vacation time, but that doesn't mean you have to. Every family's needs and dynamics are different."

The Associated Press contributed to this report.