Universal Orlando Matches Disney Price

Universal matches Disney ticket price increase
Orlando Business Journal - 3:55 PM EDT Monday, August 13, 2007

Universal Orlando quietly raised many of its ticket prices Aug. 10, matching a price increase that theme park rival Walt Disney World enacted Aug. 5.

Both Universal and Disney's benchmark one-day, one-park admission ticket, before taxes, is $71 for adults and $60 for children 3-9. However, Universal says several of its multi-day and online options will go up only slightly or remain at the same price in an attempt to shift guests into spending more days at its two theme parks and to purchase tickets in advance, shortening the wait times at the entrance gate.

When contacted about the price hikes at Universal and Disney, SeaWorld stated the company's pricing strategy is "dictated by our own business plan, not that of our competitors."

Representatives of the theme parks say the one-day, one-park ticket is an outdated relic that is seldom purchased and one that doesn't present a representative picture of what visitors really pay per day.

For instance, Universal says it didn't raise the price of one of its most popular ticket options, the EarlyBird Exclusive. The $85.95 option costs about $15 more than the one-day ticket, but includes a seven-day, both-parks pass when purchased online.

Earlier Friday, Universal City Development Partners, the resort's parent company, reported second quarter earnings up 32 percent for the period ended July 1, despite a 3 percent drop in admissions. Those fewer visitors spent more, however, with an 8 percent hike in food, beverage and merchandise sales reported over last year. Net income was $36.3 million compared with $27.4 million a year ago with revenue increasing 4 percent to $260.6 million.