Wednesday, January 9, 2013

Ticket-line Photos as an Anti-Resell Device

Disneyland sells daily passes for but also bundles visits for multiple days into their multi-day pass. Their current prices display a classic bundling strategy:

Park Hopper Ticket Prices
1 day 2 day 3 day 4 day 5 day
Age 3-9 $119 $158 $205 $225 $240
Age 10+ $125 $188 $220 $245 $260
Implicit Price per Day
Age 3-9 $119.00 $79.00 $68.33 $56.25 $48.00
Age 10+ $125.00 $94.00 $73.33 $61.25 $52.00

Suppose you and four other friends each want to go to the park for only one day. You could share the five day pass for less than half the price of five one day passes. This point has not been lost on ticket brokers who have used this arbitrage opportunity to undermine the whole pricing structure. To counter this, Disneyland is now photographing multi-day pass holders each day to verify that the 'non-transferability' clause on the ticket sale was not violated.

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