As many of you recall, during the summer of 2017, Universal’s Volcano Bay Water Theme Park was incredibly popular. Since the park opened on Memorial Day weekend 2017, crowds swelled to the point where Volcano Bay reached capacity nearly every day in June and July 2017. How do you combat those crowds once you hit the peak of water park season? Raise the prices by 23%, of course!
That’s right, friends. Universal’s Volcano Bay is now the most expensive water park in the world. Following Disney’s strategy of increasing prices to help regulate crowd flow, Volcano Bay has jumped up in price significantly. Opening day prices were at $67 in 2017 and currently sit at a whopping $85 during the summer of 2018. Say what you will about Disney increasing their park ticket prices to help regulate crowds, but the strategy does make an impact on the guests who are willing to pay the higher prices.
Speaking of Disney, to put this into perspective, Disney’s Blizzard Beach and Typhoon are much cheaper than Universal’s Volcano Bay now. A one day ticket to either of Disney’s water park will run you $60 per person during off-peak season and $65 during peak season. That’s $20 cheaper than Volcano Bay! Wrap your head around that for a moment. A Disney ticket (you know, the company everyone freaks out over every time they increase their prices) has significantly cheaper water park ticket prices.
Meanwhile, over at Aquatica, ticket prices are $64.99 for a one-day ticket bought at the gate (or same day) and $49.99 if you purchase in advance. No matter how you slice it, Universal’s Volcano Bay is now a whopping $20 per person more than any other water park in Orlando! I’ve even done a cost analysis of other water parks around the globe and I can’t find any comparable pricing in other tourist-driven markets from southern California to Dubai!
Talk about aggressive pricing strategy! Will it work? And how are they doing after they got such bad reviews and press after their first summer in 2017? We are going to cover that more in-depth in a future article. For now, I’d like to know, what do you think of this new pricing strategy? Is it being too aggressive? Will other water parks also raise their admission? Do you think having TapuTapu at their park is enough of a product differentiator to justify the price?
Make sure to follow Theme Park University on Instagram, on Twitter, subscribe to YouTube and like our Facebook page! Want to support Theme Park University? Donate via Paypal! Doing any online shopping? Click on any Amazon link on this page and it helps TPU pay the bills and costs you nothing extra!