On March 9, Disney held its Annual Shareholder Meetings, where they discussed a number of important company issues. Disney spoke about new board initiatives, all the new content coming to Disney+, and Disney’s stance on several important community issues. There was a question and answer session where shareholders were able to ask Disney CEO Bob Chapek about company issues that concerned them. One shareholder decided to ask about Disney’s Premier Pass.
For those who may not be familiar with the Premier Pass, it was an Annual Pass that gave Guests access to both Disneyland Resort in California and Walt Disney World Resort in Florida. The price for the Premier Pass began at $700 when it was introduced in 2010. Right before it was discontinued, the cost was about $2,000. While the number of Premier Passholders was smaller than regular Passholders at Disneyland and Walt Disney World, there were enough people interested to keep the pass profitable for 10 years. Unfortunately, Disney discontinued the Premier Pass during the pandemic.
For a while, Disney also discontinued Annual Passes at both Disneyland and Walt Disney World. However, Passes were brought back after the Parks opened. While you can now buy an Annual Pass for the East and West Coast Parks, the Premier Pass has yet to make a return. However, that may soon be changing.
During The Walt Disney Company’s Annual Shareholders Meeting, one shareholder called in to ask about the Premier Pass. The shareholder said that the pass had been successful for a decade, and he was wondering why Disney had not yet brought it back. Walt Disney World opened in the summer of 2020 and Disneyland reopened in April 2021.
Disney CEO Bob Chapek thanked the man for his dedication to visiting Disneyland and Disney World. He commented that the man was a member of a small group of Guests. Many who go to the theme parks are not able to visit both coasts in one year. However, Chapek did admit that the Premier Pass had fallen by the wayside. By the way he spoke about it, it did not seem like the topic of bringing back the Premier Pass had ever really come up since the Parks reopened.
While he made no guarantees, Chapek did say that Disney would look into possibly bringing back the Premier Pass. That means that the Company will most likely look at how many people had purchased the Premier Pass before the shutdown, and whether those same Guests now have Annual Passes at one or both Parks. If they find that money can be made from the Premier Pass, there is a chance they may decide to sell it once again.
Do you want Disney to bring back the Premier Pass?