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Dreamworld looks to added value with annual pass

Dreamworld looks to added value with annual pass
June 13, 2012

Dreamworld and WhiteWater World have announced that their annual World Pass, giving unlimited access to both parks until 30th June 2013, will be priced at $109.99 for online purchases.

Those who purchase their pass before 30th June 2013 will also receive a complimentary SkyPoint Observation Deck Annual Pass valued at $29, while all pass holders will receive a range of exclusive online offers.

Dreamworld and WhiteWater World, 'World Passes' are available at the gate for $119.99 per person.

With Village Roadshow Theme Parks' equivalent three-park 'VIP Pass' (for 12 month access to SeaWorld, Warner Bros. Movie World and Wet'n'Wild Water World) costing as little as $89.99 when renewed online, Dreamworld and WhiteWater World operator Ardent Leisure has avoided getting involved in a discounting war.

As Ardent Chief Executive Greg Shaw explained last year, the leisure operator is aiming to "return to a more normalised pricing environment."

While the cost of the World Pass has generated negative comment on Dreamworld's Facebook page, its pricing appears very competitive by global theme park standards.

The cost of Walt Disney World's premium annual pass, the Florida, USA resort's most expensive, which offers unlimited admission to all of its theme parks, water parks and other venues, rose this year from US$649 to US$699, an increase of 7.7%. (With sales tax the cost totals $744.44).

Regular annual passes, which cover admission to Disney's theme parks only, rose from US$519 to US$574 - a 10.6% increase.

Seasonal passes for Florida residents, which impose 'blackout' dates but are one of Disney World's cheapest annual-pass options, jumped from US$269 to US$299 - up 11.2%.

At the same time, Disney has stopped offering lower pass prices for children ages three to nine.

Taken together, it's the largest round of annual-pass price hikes at Disney World in more than a decade, according to historical data compiled by, an independent Disney consumer website.

Annual passes for SeaWorld Orlando and other Florida parks owned by SeaWorld Parks & Entertainment range from about US$120 to US$300. SeaWorld last raised those prices in November.

Disney has not discuss its reasons for raising annual-pass prices so sharply other than to say its pricing decisions are "based on a variety of factors."

However, industry followers say they think the resort is trying to maximise the pricing power it has gained in the two years since it began allowing customers to pay for annual passes using monthly installment plans.

Disney was the last of Orlando's three big theme-park operators to offer monthly plans, which help downplay the overall price of long-term passes.

Disney does not publicly disclose annual-pass sales figures. But resort executives have said in internal town-hall meetings with employees that sales of seasonal annual passes for Florida residents jumped about 20% after the monthly installment plans were introduced.

While regular payment plans are the norm in the fitness industry, where Ardent Leisure owns Goodlife Health Clubs, Australian attractions have not yet chosen to introduce monthly payment plans for their annual passes.

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