Shanghai Disneyland offers its first seasonal pass

October 31, 2016, 2:25 PM · When it opened last summer, Shanghai Disneyland offered only one- and two-day passes to Disney's newest theme park. Visitors who wanted to visit for longer or more often were left to buy more of these tickets as the resort did not offer the seasonal or annual passes available at almost all other major theme parks.

It's a potentially smart move for a new park — especially one where management is concerned with crowds overwhelming a new park's capacity. Sell too many annual passes and returning visitors paying relatively little for each visit will crowd out the day guests who've paid a top price for their admission. That's not a good way to build strong word-of-mouth promotion from casual visitors.

The downside to this strategy reveals itself when those huge crowds don't show up, and the park is left without a base of annual passholders to keep attractions running, restaurants moving meals and stores selling merchandise. Yet that risk is easily addressed, as a park can begin selling extended passes at any time.

Now that's happening at Shanghai Disneyland. With reports of relatively light attendance at the park following its crowded public opening, Shanghai Disneyland will make seasonal passes available later this month. But, in keeping with the practice of a resort that appears to be operating very conservatively on attendance, the passes will be available for sale online for only one day — and good only through March.

The new Shanghai Disneyland seasonal pass will be available at on Nov. 11, which is Singles Day in China and the most popular online shopping day in the world, according to the park, thanks to the size of the Chinese market. (Why is Singles Day on that date? Look at it in number form: 11/11. Singles, get it?)

Anyway, the pass will be available in three tiers: an All-Day option, for ¥1,111 (US$164); a Weekday option for ¥811 ($120); and a Sundays-only option for ¥711 ($105). (Notice all those ones in the RMB prices?) For reference, one-day tickets to Shanghai Disneyland now cost ¥370, which is about $54.60, US.

Disney fans in China can start putting down deposits for their Shanghai Disneyland passes on Nov. 1 (which it is already now in China), but they must be paid in full by Nov. 11. Passes take effect the next day, Nov. 12, and are valid through March 31, 2017. Passes will not be honored during the Chinese New Year period, however: Jan. 28 - Feb. 2, 2017.

Guests can buy up to five passes, which can be transferred to anyone before first use, but once presented at the front gate, the pass will be tied to that user via a photo ID. A government ID is required for purchase, according to the park.

Previously from Shanghai Disneyland:

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Replies (6)

October 31, 2016 at 9:00 PM · And so it begins... very curious to see how well these sell.
October 31, 2016 at 10:34 PM · Light attendance?? After they went overbudget to the tune of billions of dollars? I really hope this will put an end to Disney's overseas misadventures. Bad investments in Paris and Hong Kong weren't enough to convince them, while many of the stateside parks remained a half-day experience for well over a decade. How about prioritizing instead of overexpanding?
November 1, 2016 at 9:45 AM · It's odd to sell passes in a narrow window. The park is uncrowded, yet they are afraid of crowding if they actually show up. Something is amiss.
November 1, 2016 at 11:18 AM · Maybe the one day sale is a test to see how many people actually buy, I wish my Disneyland annual pass was $164. If the pass is cheap and people come alot, maybe they won't balk so much at high food prices, oh wait, this is China. I would expect attendance to taper off after summer, but as long as they can hang in there and not take money away from the domestic parks like before, thanks Shanghai. But now we have ESPN to worry about.
November 1, 2016 at 11:30 PM · I just tried to buy my annual pass. Didn't work because I have a foreign ID, not national Chinese ID number. So disappointed!
November 2, 2016 at 2:43 PM · We could be "thanking" Shanghai for a long time to come...

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