Theme parks and other travel destinations around the world have for the most part used the same pricing structure for tickets for decades - one price fits all with various promotions. The question of these parks adopting a more modern pricing structure to reward those who plan ahead, not unlike other major industries, has recently gained momentum among industry analysts and a few properties.
Today, Feb. 13, one of the first top-tier theme parks in the world, LEGOLAND Florida, is announcing a new pricing model that provides a monetary incentive to people who plan ahead. With a handful of destinations around the country who have embraced similar structures, and many more considering, this is an interesting time for this concept for the industry, and may be the beginning of the tipping point.
With more than 50 rides, shows and attractions geared toward families with children ages 2 to 12, LEGOLAND Florida now offers guests a quick and convenient way to save on single day park admission with the launch of its new online variable pricing program.
Families will save on admission when they Pick-A-Date to visit the park and purchase tickets online prior to their trip. Choosing a date eight or more days in advance will result in savings of $15 per admission ticket (as low as $64 for adults, $54 for children/seniors). Guests can save $10 per ticket when planning a trip two to seven days in advance. Savings are available for LEGOLAND Florida and/or the LEGOLAND Water Park for one or two-day park visits.
“LEGOLAND Florida’s new Pick-A-Date and Save program is one of the first of its’ kind in variable pricing for theme parks in Central Florida and throughout the nation,” said Adrian Jones, general manager of LEGOLAND Florida. “Families no longer need discounts or other special offers to save year-round at LEGOLAND Florida. Simply put, families who plan ahead now get additional savings.”
Variable pricing is only available for ticket purchases online when a park visit date is selected in advance. If a visit date is not selected, guests can still enjoy more than 50 rides, shows and attractions at the standard daily park admission price.
This idea may be familiar to some park goers in Central Florida. The Universal Orlando Resort uses a similar idea when they decide the price point for their Universal Express Passes, and the good folks at Walt Disney World have a sliding scale for some of their dining establishments depending on the time of year, estimated business, etc. It will be interesting to see if LEGOLAND is ahead of the curve by adjusting their admission charges based on these factors.
For the most current information on daily operating hours and to purchase tickets, visit www.LEGOLAND.com.
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