OnDemand WTP Pricing Research

SeaWorld’s new parking prices make absolutely no sense | Blogs

During a quarterly earnings report conference call last November, Joel Manby, the CEO of SeaWorld who would leave the company just three months later, explained that SeaWorld Parks and Entertainment was looking at different pricing options. “We are committed to returning our business to growth through compelling products, enhanced pricing strategies, and new marketing and advertising,” Manby said in his opening statement on the call.

Later in the same call, Manby gave more details on some of those enhanced pricing strategies. “Following our work with a leading pricing consultant, we have begun implementing a good-better-best ticket and annual pass model across all of our parks to help simplify guest choice and encourage upgrades to the higher revenue products. Trends from these changes are very positive. Even with a higher season pass mix, admission-per-caps have increased in three of the last four months.”

SeaWorld has been offering different priced tickets based on when and where a guest purchases them, with online tickets being lower than those bought at the front gate for the past few years now, but new, even more dynamic pricing structures now seem to be rolling out.

In late June, parking prices at SeaWorld Orlando shot up $8 overnight – guests arrived at the park to find $30 general parking. Many turned to Twitter for information. SeaWorld replied to the confusion on Twitter stating that they hadn’t raised their parking prices; the only problem is they technically had.

Despite the tweet claiming they hadn’t raised prices according to Orlando Park News, who SeaWorld had tweeted regarding the confusion, SeaWorld reached out to at least one account on Twitter via a private direct message confirming they had, in fact, changed the parking rates.

Unlike the dynamic pricing at Disney, where prices are shared nearly a year in advance, SeaWorld prices are still a bit of a mystery.

On social media, SeaWorld pointed confused guests to their website for more information, but no information on the dynamic pricing is posted anywhere on their website. Instead, there’s an option for guests to purchase their parking via the site where it’s listed for $20.65 (or $22 after taxes), while Preferred Parking is listed online for $30 after taxes.  The dynamic pricing used recently has seen rates as high as $40 at the front parking booth.

The online parking passes are good for 366 days after purchase and can be used on mobile devices, so for the time being the best option for those paying for parking might be looking to see if the price at the gate has increased, then quickly purchasing the lower rate via SeaWorld website.

Read complete article here:

SeaWorld’s new parking prices make absolutely no sense | Blogs.

Post a Comment

WP-SpamFree by Pole Position Marketing