By Michaela Gordoni
Gone are the days when the average middle-class American takes their family to Disney World.
The Disney motto used to be “Everyone is a V.I.P.” Well, now it seems like the rich are the only V.I.P.
A Disney vacation today is “for the top 20 percent of American households — really, if I’m honest, maybe the top 10 percent or 5 percent,” said Len Testa, a computer scientist whose “Unofficial Guide” books and website Touring Plans advise on how to manage crowds and reduce line wait time. “Disney positions itself as the all-American vacation. The irony is that most Americans can’t afford it.”
For years, a 60-year-old school bus driver, Scarlett Cressel, saved up to go to the world-renowned park with her daughter, grandchildren and mother. She paid for her tickets in installments, looked for any discount she could and asked for Disney gift cards for her last several birthdays and Christmases, The New York Times reported.
Related: The Most Expensive Place on Earth? Disney Enthusiasts Say Parks Are Overpriced
Cressel had access to Disney’s ride reservation system but, unfortunately, found it to be of little advantage. The system gives priority to those who pay the most — those who booked a Disney guide, have expensive passes or are staying on Disney property.
A middle-class person cannot afford to stay at a Disney resort or on Disney property or eat at the park’s restaurants.
The 1,863-square-foot King Kamehameha suite at Disney’s Polynesian Village Resort is listed at $3,000 a night. EPCOT’s GEO-82 Bar and Lounge package that includes a tower of small bites, champagne and a table with views of the park’s fireworks show is $179 a person, and entry to the park is not included, of course, but required. A meal for two would cost a whopping $358.
A wine-paired prix fixe meal at the Michelin-starred Victoria & Albert’s at Disney’s Grand Floridian hotel begins at over $1,200 for two.
When Disney first opened, everyone shared the same experience. Now, that experience differs greatly based on how much money you have.
Visiting the park is not for everyone anymore, and lower-class Americans struggle to think of visiting. The current marketing tactic of making things great for the rich — instead of the middle class — has slowly increased since the ’90s.
Disney said its goal is to make its experiences available “to as many families as possible.” And “No two experiences are the same, which is why we provide a wide variety of ticket dining and hotel options, enhanced throughout the year with promotional offers,” it said. But experiences should be the same—the park would certainly get more visitors if that were the case.
Magic Guides reports that the total cost of food at Disney World ends up being $200–$300 per day for a family of four. Per U.S. News, $300 is what a moderate family of four spends on food in a week.
Kristy Kim, the CEO and founder of TomoCredit, said that a trip for a family of four to go to Disney World would range from $6,511 to $10,000. Many middle-class families only make $6,000 per month or less.
So, is there hope of Disney turning back to the middle-class model?
Not much. It would be highly unlikely that Disney would drastically change its ticket sales and pricing model in the future, especially as the company seems more than content with its upper-class patronage.
Read Next: Disney’s Parks Are Losing Their Magic With Customers
Questions or comments? Please write to us here.
– Content: +2Share:
– Content: +3