Iger says Disney theme park price increases were too "aggressive"

Posted | Contributed by Jeff

Returned Disney CEO Bob Iger acknowledged that fans had a right to be irked as theme park ticket prices crept higher under the previous regime and said it wasn’t the best way to manage the brand.

“I always believed that Disney was a brand that needs to be accessible,” he told a Morgan Stanley media conference Thursday. “And I think that in our zeal to grow profits, we may have been a little bit too aggressive about some of our pricing. And I think there is a way to continue to grow our business but be smarter about how we price so that we maintain that brand value of accessibility.”

Read from Deadline.

Jeff's avatar

I think that he's pandering a little. Disney has always looked for ways to squeeze money out of people, just in less obvious ways. Dining plans, airport bus service, these were all ways to help the bottom line. It's just less offensive than straight up price increases with queue skipping upgrades added on top. And really, pricing isn't that much better, not at WDW at least.

And by the way, I'm all for higher prices. Thin the crowds. Theme parks are not an entitlement.

Jeff - Editor - CoasterBuzz.com - My Blog

My first thought when reading about this yesterday is that it's lip service to try and steer the conversation a different direction. At the end of the day, people seem to be still speaking with their wallets that they're okay with pricing.

ApolloAndy's avatar

I've said this a million times, but I'm always amazed (not in a good way) with the number of Disney fans who complain the parks are both too expensive and too crowded.

Hobbes: "What's the point of attaching a number to everything you do?"
Calvin: "If your numbers go up, it means you're having more fun."

eightdotthree's avatar


And by the way, I'm all for higher prices. Thin the crowds.

It doesn't seem to be working. I think they would have to suddenly double the price for people to do something about it other than whine.

Jeff's avatar

I agree, sometimes. My Tron preview at Magic Kingdom on Wednesday morning was decidedly not busy, like, the least busy I've seen the park in the last year (though to be fair, I loathe MK, and avoid it). Even when I left around 11, the parking lot was not what I would consider "busy." But I'm talking about a weekday early March, so it's hardly the rush time to begin with.

In the coming weeks, I'll be doing my legendary "Epcot lunch runs," where I get in and out in a 90 minutes during Flower & Garden & Food Festival. That's my measuring stick. Which, by the way, ends with Living Colour on 6/30 and 7/1. Those will be the best two days of the year for me as far as WDW goes. They are the most epic band to see live at Epcot.

Jeff - Editor - CoasterBuzz.com - My Blog

Raven-Phile's avatar

I thought Everclear and The Smithereens were pretty epic shows, myself. It’s amazing to get to see bands that I grew up with, at my favorite park in the world.

Jeff's avatar

I did see Everclear, which was a makegood from when they played the bar down the street from me in Snoqualmie, WA. In my defense, I had a child only a few months old.

Jeff - Editor - CoasterBuzz.com - My Blog

Vater's avatar

There are few bands I like less than Everclear.

Carry on.

Raven-Phile's avatar

I only know them for what I grew up hearing, and I’m by no means a “fan”, but it was nostalgic.

I also have seen Smash Mouth a few times, but I purposefully left that out. That’s more of an ironically epic moment.

Tommytheduck's avatar

Oooohhh... Can we thread drift this into an embarrassing concert thread?

There are 2 things that my wife teases me relentlessly about:

1) She's seen Slayer live more than me.

2) I've seen Daughtry live. (It was included with admission at the Taste Of Addison food fest, I really had no choice.)

P.S. We've also technically seen Clay Aiken, but that was at a live taping of Saturday Night Live, so we let that one slide :)

Something something Disney hates poor people. Carry on...

Jeff's avatar

I saw Smashmouth for a few minutes (they were awful), but only because Luscious Jackson opened, who was fantastic live. They were so good.

Jeff - Editor - CoasterBuzz.com - My Blog

Kid Rock was probably the most embarrassing but we didn't stay for the end of the set. He was the headliner of an all-day metal fest back in 1999 in St. Louis. My friends and I were really there to see Sevendust, Machine Head, and Slipknot. Looking back I do miss the carefree days of hopping in a car to drive to a festival 5 hours away only to drive back the same day. Nowadays it takes a lot to get me to go see a concert.

Not a concert, but in 2005 I bought a Nickelback CD.

eightdotthree's avatar

It’s 311 day which reminded me that I did own a CD of theirs. It’s the one with that one song on it.

kpjb's avatar

To this day, I don't know the difference between 311, Sublime, and that other band that sounds like them. Also, I forget that other band's name.

I don't know that I have any embarassing concerts. And I go to a crapton of concerts.

Perhaps this: 1991 I'm in college and I want to go see Nirvana, but didn't want to drive in to town alone for the show and no one else wanted to go with me. Literally 2 weeks later they were the biggest thing in the world. Should've gone. The show was like $5 at a tiny venue.


OhioStater's avatar

I went to my daughter's holiday choir concert this year. Don't get me wrong, my daughter killed it, but overall they were just terrible.

And now all I can think about is that song from 311. Freshman year at Ohio State in Park Hall, the annoying kid down the hall used to play that song. Every. Morning. Until spring semester when it was all Melancholy and the Infinite Sadness.

And now I'll play; I got taken to a Van Halen concert once with a college roommate. Unfortunately it was not the David Lee Roth version. Or the Sammy Haggar version.


It was this one.

I guess if that's my most embarrassing one I've done OK.

Last edited by OhioStater,

Promoter of fog.

eightdotthree's avatar


I had to look up the difference between 311 and Sublime.

311 is corney rap/ rock from checks notes Omaha Nebraska. There’s a really good music scene in Omaha, not sure how they bubbled out.

Sublime sang that song “What I Got” - look it up, you’ve heard it - and are from California.

Last edited by eightdotthree,

311 is bad. I owned a Sugar Ray CD. Sugar Ray shared space in my CD wallet with Soundgarden.

I saw 311 at Orlando's House of Blues last year. Good stuff, but I also liked the Dead so apparently I have no taste. I did also see Van Hagar way back in the day. Bachman-Turner Overdrive opened, and they were a blast.

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