In the span of a single day, Disney announced its new Lightning Lane Premier Pass, and DVC introduced its Membership Magic Beyond paid perks program. My gut reaction to both: a big fat no. Aside from adding more unnecessary terms to the already confusing Lightning Lane nomenclature, both of these new programs feel like just another alienating money grab. Yes, add-ons are purely optional, and of course, Disney is a business, but it’s more of the same troubling trend: is Disney and/or DVC losing touch with its audience?
Lightning Lane Premier Pass: Let’s Pass
Sure, plenty of folks would love a version of Lightning Lane that doesn’t require them to bury their heads in their phones all day attempting to get a pass for the next attraction, but at what cost? Ranging from $129 to $449 per person per day (plus tax), Lightning Lane Premier Pass is ridiculously expensive when you look at costs for a family. As my fellow DVC Fan Facebook group moderators say, a VIP tour for a group of 10 is more worthwhile at that rate. You can even buy an annual pass or two or a small DVC contract for the cost of a trip’s worth of tickets and premier passes for a family! I’d much rather have the annual pass or contract!
Membership Magic Beyond
Where’s the Value?
From the email announcement, DVC touts Membership Magic Beyond as providing value, access, and flexibility, but I can’t help but feel like most of those perks just aren’t worth it. Like many other DVC Members, I have an annual pass, so the specially priced 3-day and 5-day tickets don’t provide added value, nor does the 30-day Memory Maker since I have the annual pass add-on. The exclusive character meet-and-greet at the ImaginAtrium is valid for one visit during a resort stay, but is that really a value compared to say the Disney Visa meet-and-greet that comes at no additional fee?
Many DVC Members realize that exchanging your points to book Disney Collection Resorts, Adventures by Disney, Disney Cruise Line, and National Geographic Expeditions experiences is a poor value for your points compared to using a point swap program, so the waived $95 transaction fee is rather useless. Sure, there’s more flexibility if you’re able to pay for your Sorcerer Pass with points, but I’m almost afraid to ask how many points it would be. I have a bad feeling it will be a poor value akin to the point exchanges. Perhaps the one perk of value is getting a bonus one-time-use point for every point you purchase. That’s up to $240 value for the 12 free points, so you would more than break even on that alone, but personally, my need for one-time-use points is rather infrequent.
Are These Even Perks?
Above all, are these even perks when you have to pay to add them on? Most DVC Members who are DVC-Y already paid a premium for their points to qualify for Membership Extras. Do we really need to pay even more to “take our experience further”? It just feels greedy.
Clearly, I’m still a DVC Fan and a huge Walt Disney World fan. I’m not about to cancel all my trips or sell off my contracts out of spite, but I’m also not about to give my money to something that just doesn’t add value for me and my family. The $99 annual fee isn’t a huge cost for Membership Magic Beyond (for now anyway–the FAQs show this annual fee can increase from year to year), but it’s the principle of the matter, and I’m voting with my wallet.
Is There a Limit?
Even before the Lightning Lane Premier Pass and Membership Magic Beyond were announced, there were plenty of other examples of outlandishly expensive Disney offerings in the past few years, such as the nearly $5,000 Starcruiser stays or the Alice in Wonderland New Year’s Eve Event at California Grill that went for $799 per guest. More recently, the newly revealed Cake Bake Shop menus at the BoardWalk caused some serious sticker shock with a $34 Croque Monsieur, kids’ buttered noodles for $18, and cake slices for $26, just to name a few items. Those prices make the $15.50 gourmet corn dogs at Blue Ribbon Corn Dogs look like a bargain! At what point does Disney realize that these costs are simply out of touch with most families?
Perks That Would Be Beyond Amazing
To make this productive and not simply a rant, here is a wishlist of perks that would be valuable to DVC Members, some of which don’t cost anything to Disney and some that Members would be willing to pay extra for:
- Priority queue for Moonlight Magic or other Membership Extras events (credit to Ryan Chung for this one)
- Priority for room requests
- Additional concurrent waitlists
- Removal of park reservations for annual passholders
- A Tables in Wonderland-like discount program
- Quick service discounts
- Reserved fireworks viewing areas at the resorts
- Priority registration for runDisney events
What are your thoughts, DVC Fans? Do any of these new Disney offerings resonate with you, or are you too feeling nickel-and-dimed lately?
lizfwall
October 18, 2024Thank you for saying all this! An articulate article that is neither a crazy rant against these new announcements, nor an overly enthusiastic endorsement of them. I can’t speak for other DVC members, but my family and I 100% agree with you!
Linda Stoddard
October 18, 2024Thank you for addressing the negative aspects and offering positive suggestions. I am most upset at the on-going requirement for park reservations. I am DVC and AP and feel like I’m being penalized for my commitment to Disney.
rauljcolon
October 18, 2024As a Magic Key and Annual Passholder, the value of one-day tickets at Disneyland is minimal for me unless my Magic Key is blocked, which is another issue Disneyland needs to address. The blocking of Magic Keyholders from entering the park is something that should be reconsidered.
I completely agree with your list of “Perks That Would Be Beyond Amazing.” I’d also add that in September, we experienced a sort of concierge service where a DVC cast member booked our dining reservations ahead of time—something I’d love to see return. I also miss Tables in Wonderland, and a similar program would be fantastic.
I believe we should all take the time to email Disney directly and share how we feel about these changes.
Additionally, I’m not sure how these recent strategies motivate current members to buy more direct points. For those like me, with a mix of direct and resale points, it doesn’t feel very compelling.
This also seems to miss the mark when considering people who own a large number of points. For example, if someone has 900 points (I might know someone close to that, haha) and another has 150, it feels like the amount of dues paid should automatically qualify members for higher-tier perks, without the need to pay an extra $95. I’m sure Disney assumes if members can afford high dues, $95 is negligible—but instead of adding unnecessary costs, they should focus on adding real value.
While Chapek was blamed for many decisions, I’m seeing a similar attitude now, especially with Disney stock recently dipping and struggling to recover.
Stefanie Rice
October 18, 2024I love the idea of everyone writing to Disney telling them how they feel!
Mart
October 18, 2024Great article and couldn’t agree more. And yet loads of people are talking about buying it, they don’t seem to get the principle of creating another Tier of DVC owners
Best comment I’ve seen is
All DVC owners are equal but some are more equal than others
ANthony
October 18, 2024Just asking. If you purchase a Lightning Lane Premier Pass , why would you also purchase a Lightning Lane Multi Pass or Single Pass?
Debbie
October 18, 2024While Disney seems to be getting a bit greedy, we will keep doing Disney our way. We have DVC contracts and are annual pass holders and Disney VISA cardholders. We love Disney and visit often our way, so no thank you, Disney!
Nancy jacibson
October 18, 2024Yes, I’m sick of feeling like they’re money grabbing. I realize it’s a choice for many things & I can refuse to purchase, but either way, it leaves a very bad feeling for a Disney lover. I like all of your suggestions, especially ending park reservations, early rundisney registration, and omg yes tables in wonderland!
Ann
October 18, 2024This is such a clear and constructive article. Thank you!
As a WDW Passholder for decades as well as owning two DVC contracts, I am surprised at how in recent years the “perks” offered aren’t really special or valuable to me and my family. And the prices for Disney dining have risen to the point that we have reduced the number and varied the types of meals we have during park visit days.
Charlie G.
October 18, 2024Yes to all of this. Until people simply start saying “no”, they’ll continue to keep trying to pry money out of your pockets. Mark the calendar though: May 22. When Epic Universe opens, maybe Disney will respond by being more realistic. If their hotel bookings are down, restaurant reservations are down, and consumer spending goes down, then maybe they’ll get it. Seriously, I hope Disney hurts a little bit. They need a reality check. #justsayno