As promised last week, Disneyland has resumed sales of its Magic Key annual passes.
Disneyland is using an online queue for Magic Key sales, which is open from no earlier than 9am Pacific Time through 10pm Pacific each night. Even though the queue closes at 10pm, Disneyland says that people in the queue at that time will hold their place in the queue, so long as they remain connected with their browser window open. (Check your computer settings so that it does not go to sleep and disconnect either, if you find yourself in that situation.)
Right now, Disneyland is selling the top-priced, $1,599 Believe Key, the $1,099 Believe Key, and the $449 Southern California Resident Imagine Key. The $699 Enchant Key is available for renewals only.
You can access the Magic Key queue via disneyland.disney.go.com/passes. The link to renew an existing Magic Key pass is disneyland.disney.go.com/passes/renew.
The Disneyland online queue has been warning would-be buyers of a wait more than an hour today, so Disneyland is restricting the number of people who can try to buy Magic Key passes at once. New passes are available for sale online only, so heading to a Disneyland Resort ticket booth is not a workaround to the online queue.
Disneyland introduced the Magic Key program in August 2021 after closing is old annual pass program during the pandemic lockdown. The resort has paused and resumed sales of Magic Key passes since then, and warns that sales can be suspended at any time.
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Robert (or anyone else), do you know which Magic Key annual pass is the most popular? The least popular? It would interesting to see the percentage of Magic Keys sold at each level.
So exactly what is this queue for? Am I reading this right and people are getting in line to purchase Magic Keys that original purchasers are allowing to expire? Does that mean guests are sitting in line hoping to scoop up a Magic Key someone bought on this date last year and either forgot to renew or choose not to renew it for the next year? If that's the case, what happens when we reach dates later in the summer when Disney halted MK sales a year ago, meaning none are expiring, thus forming a queue for NOTHING? What prevents people from getting the "scoop" on what days more MKs will be available based on current MK holders publicly announcing their intentions to not renew - similar to what happens with some high-profile ADRs and tours/experiences? I could see some groups and/or travel agents incentivizing current MK holders to reveal their expiration dates and intentions so they can sell that information to prospective buyers that want an advantage. Is there any indication from Disney that they are adding more inventory to the program? Is Disney deliberately planning to hold back inventory so they can even out the MKs sold throughout the year (I would assume most MKs currently expire within the 2-3 month period when the program first started) - i.e. 1,000 MKs are sold/available each day of the year to smooth out the revenue.
Also, once in the queue, are you committed to a specific Magic Key tier, or will you have a choice of what's available when your spot comes up to purchase?
Assuming that Disney is still planning to significantly restrict MK sales, this seems like another okey-doke touting availability that is not real, and tempting guests to sit in an online queue for hours only to find out that there's nothing available that day. This system is ripe for the picking by bots and looky-loos that have too much time on their hands and little intention of actually buying a MK (just like the ADR system and other Disney reservations systems - Starcruiser).
I realize Disney is doing the best they can to manage demand and expectations, but have they not learned from the past and Ticketmaster's recent bad publicity with Taylor Swift's Eras Tour? This can only end badly and with another inevitable pause in sales.
Russell... my man... that passion!
I guess I'm numb to this. To me this is a simple (and sad) issue. Supply and demand. The perceived value of a Magic Key is far above it's price. Only so many days a year and so many guests a day... and folks want a ticket for a year. We don't want limited availability and we don't want a price increase.
I'm genuinely surprised the year long tickets exists at all given the history of the park and it's local population.
Disney, a leading American corporation that can't even figure out basic customer service techniques. I mean, my local cable provider, Xfinity, has customer service people instantly available all day long, will call you back on your schedule, and will make a next day appointment to fix any problems you have.
Meanwhile, at Disney, a chimp with a Commodore 64 and a rotary phone runs the customer service department by itself.
For the first time in my life, someone has praised Comcast customer support.
Incredible. A perfect 5 out of 7.
we are through the looking glass, folks
I'll take the under, Trexen.
Really, Disney should just raise the prices of each tier at Disneyland 50-100% and see what happens. Customers are going to scoop up what's available within 24 hours, and Disney is going to be leaving money on the table for underpricing their APs.
I'm a little confused what Disney's goal here is...
If they want to have Magic Keys continuously available, they need to have inventory. Presumably, with hard caps on each type of key, the only way inventory becomes available is through cancellations, which means those in the queue may have to wait weeks without ever disconnecting to get their shot at a key. That seems like a really poor way to encourage sales, especially when a simple waitlist would accomplish the same thing with far less stress.
If instead they're selling keys by increasing inventory, then those with keys should expect the value to significantly decline as reservations become harder and harder to obtain. I suppose that could be a way to encourage rotation among their keyholder base, but generally burning loyal customers isn't a smart business move either.
I've said for a while that Disneyland needs to move away from an AP program, but if they're going to insist on keeping a heavily restricted one and insist on selling by survival of the fittest, it'd make more sense to me to release them in batches. On the 1st of every month, all the keys that weren't renewed the previous month go up, and it's first come, first served for them until they're gone.
@AJ - So true, and I still don't understand why DL can't create a points-based program for APs/Magic Key like a timeshare instead of what Magic Key is in promising "unlimited visits" that is a bit of a mirage. Such a points-based system would play directly into the way so many fans feel about Disneyland (it's their personal playground for better or worse). A timeshare-style points system would give guests the feeling of "ownership" with far more freedom/flexibility than what is currently offered with Magic Key. At the same time a points-based system would control crowds by forcing guests to use more points on busier days (weekends/holidays), and using dynamic pricing to further discourage guests from visiting on near-capacity days or "popping in" on slower days when park staffing has already been allocated, which would eliminate the need for Park Pass altogether and the current need to restrict the number of reservations Magic Key holders are allowed have at any given time. The only difference between the tiers would be the number of points you're given at the start of the year, any additional benefits (parking, discounts, friend tickets, and/or price for additional points if allowable), and cancellation restrictions.
@Russell that's a solid idea. It would help fix a number of issues at the same time and leave enough flexibility to adjust in the future. Granted the second hand market may get wild....
Now to be clear, I hate that it's gotten to this point... but I also hate the reality of simply raising the prices and seeing who is left. And no... I don't have any clever solutions.
I'm on the side, keep jacking up the prices and see how far folks are willing to go. I rather pay more for a much emptier park and shorter lines. BUT, I'm not a die hard Disney fan and only go every 3 to 4 years. There is so much more you can do and see paying half of what Disney costs and yes I've been to almost all the other parks this country has to offer.
I would be in favor of a points system at Disneyland (being it is a "Locals'" park) so long as no such system is put in place at WDW. I am not an AP holder at WDW, but certainly aspire to be sometime in the future, and would be upset if I had to constantly worry about spending too many points, the cost of renewing those points, and wanting to use the points or lose them even if I wasn't in the mood to go.
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I give it 2 days until they're paused again.