More details of the new Disneyland Magic Key (dreadful name) are expected today, a replacement for the too popular annual pass programme.
On the Earnings Call Chapek avoided using the annual pass term for the replacement program, referring to it as a “park loyalty and affinity program” and “frequent visitor program”.
Sounds like there were some pretty serious concerns in the company about how sustainable the programme was and the post Covid era will be used to reset things.
It does feel that in many chains the Annual Pass programmes have gone awry, Merlin have certainly begun to make changes, Cedar Fair have their earnings call tomorrow, they could do something similar (but did the opposite with the CP Gold Pass).
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Edit - the four tier system has been announced as thus:
Imagine Key (SoCal residents only/$399)
-Reservation-based admission to one or both theme parks select days of the year.
-Hold up to two theme park reservations at a time
-10% off select merchandise
-10% off select dining
Enchant Key ($649)
-Reservation-based admission to one or both theme parks select days of the year.
-Hold up to 4 theme park reservations at a time
-10% off select merchandise
-10% off select dining
Believe Key ($949)
-Reservation-based admission to one or both theme parks most days of the year.
-Hold up to 6 theme park reservations at a time
-10% off select merchandise
10% off select dining
-50% off standard theme park parking (with some restrictions)
Dream Key ($1399)
-Reservation-based admission to one or both theme parks every day of the year.
-Hold up to 6 theme park reservations at a time for different dates
-Up to 20% off select merchandise
-Up to 15% off select dining
-Standard theme park parking included (excluding blockout days)
From
Deadline