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Recently, Disney announced a significant cut in the initial cost for annual passholders, slashing the upfront payment in half. This maneuver raises eyebrows as it could mean that the resort is experiencing lower-than-desired attendance figures. In the midst of a season that should be brimming with visitors, such moves suggest a scramble to attract more guests, especially with Epic Universe debuting in May.
The purpose of annual passes has traditionally been to entice Disney super-fans and Florida residents to visit during quieter seasons. However, when Disney adjusts pricing for these passes, it usually signals an inability to fill parks during peak times. So while Disney may tout an increase in summer bookings, the reality may reflect a need for short-term solutions to drive attendance.