Disney’s charging secrets

   I recently went to Disneyland in Hong Kong.
   Some people in the queue mumbled that if Disneyland charges a separate fee for each activity, it can reduce the number of people in the queue.
   This sounds good. It seems to be in line with economic principles. Those who like to play pay more, and those who don’t like to pay less. Queuing is a resource consumption and cannot reflect the time value of different customers. There may be many people who are willing to spend less to line up. The income of the park will increase and the efficiency of tourists will be higher. Every item will definitely feel worthwhile.
   Single fee or floating fee sounds good, but why doesn’t Disney implement it?
   If each item is charged separately, the number of people queuing for a certain item may be reduced, but the child does not pay for it himself, has no concept of cost, and has weak self-control. If you like an item, you will have to repeat it. Generally speaking, parents can tolerate children playing a certain project three or five times at most, but if they want to repeat a certain project without restriction, the parent will persuade the child to play other projects. The conflict between parents and children finally evolved into a scene: angry parents and teary children. In this way, the children will not have enough fun.
   Of course, Disney probably doesn’t think queuing is a waste. Queuing has a positive effect, which is to reveal to passers-by the message “This project is fun”. Disney’s approach is that each ticket can be used approximately once every two hours. There is a machine for issuing fast-pass cards at the entrances of some popular projects. You can get a fast-pass card for this project by inserting the ticket, and you can skip the line in about an hour later. During this interval, visitors can play other unpopular projects first, and when the time is almost there, they can come over and enter directly without the line.
   This seems very fair and promotes the balanced distribution of the flow of people in each project.
   In fact, it is not difficult to see from Disney’s financial report that ticket revenue is not the main source of revenue for the park, but the sales of catering and related Disney products are the source of revenue. During the economic crisis in 2008, in order to attract popularity, Hong Kong Disney once distributed free tickets to 20,000 low-income families in Hong Kong. In fact, visitors to the park still have to spend on drinks, snacks and souvenirs. This consumption, which is most easily overlooked, is the secret of Disney’s income.