Dreamworld
1 Day Adult Pass - $79
2 Day Adult Pass - $99
Annual Pass (With blackouts) - $179
Annual Pass (365 Days) - $219
Village
1 Day Adult Pass - $79 (Less a bit for Wet 'n' Wild)
2 Day Adult Pass - $99 (Less a bit for Wet 'n' Wild)
4 Day Passport (1x day to each park plus a day of Paradise Country & AOS) - $199
4 Park Annual Pass (With blackouts & slight discount or perk for AOS) - $199
4 Park Annual Pass (365 Days + moderate AOS discount) - $269
4 Park Annual Pass (365 Days, plus cool shit, food, photos, solid AOS discounts, etc. etc.) - $329
Here's my take on it:
This is relative to global market prices for the size of the parks they are, adding into a consideration that our HR costs are some of the highest in the world. Just like anything I buy these days, i'm generally adding 20% as a base on top of the global cost as an Australia tax.
The day passes are not cheap, but they're also not expensive. For casual once a year guests or interstate travellers (who make up the bulk of visitors) they're right in the sweet spot of affordability while pushing ahead with a sense of newfound "premium" ideology, which is where the parks need to be going anyway to survive in the future.
Annual passes are too damn cheap. I remember my first "Max Action Pass" at Dreamworld was $143.50. That was 2003. It's 2017, and most annual park passes are cheaper then that. If that's not an indicator of the state of pricing and how woefully out of touch the price is relative to the product, then I don't know what is. Annual passes are based off roughly 2.5 visits, at which point you break even. Prior to the price crash, the break even point used to be around 3-4 visits, so it's a nice middle ground.
AOS AOS AOS - @Richard's article should've highlighted just how much of an underrated gem Australian Outback Spectacular is, and marketing should be finding every opportunity they can to cross-sell tickets. I'm not saying give them away, i'm saying do exactly what Dreamworld do with F&B for season pass holders - here's 10%, or $20 off this experience, or get this photo (that costs VRTP nothing) for half price.
Part of getting this pricing to work is all about not making people feeling screwed elsewhere. For VRTP, that means no more charging $30 for a season pass replacement (especially when Dreamworld charges $5), likewise for tomato sauce (charging for tomato sauce is downright un-Australian anyway). Initiatives like the new Dirty Harry Bar is where it's at, parks need to be finding ways to jazz up F&B offerings with as little money spent as possible all the while justifying premium pricing. I think Movie World & Dreamworld are certainly clueing in to this, given their J&B and Jelly Belly stores, just give me more cool shit to eat and i'm there, baby. (PS: this is why people loved Carnivale, btw).
Bloody grog, mate - I swear Dreamworld, if you ever take away my premium lagers & ales, i'm going to be one cranky guest. Grog should be everywhere and served appropriately. I don't care if you have to hire more cleaners to handle with the ensuing spillages, you'll be making so much money from alcohol sales it'll be a blip in the radar by comparison. TLDR, go to the Gold Coast every once in a while, take in some of the amazing bars and restaurants, and keep creating premium experiences for guests to splurge on. There's something about having a beer and watching Pat the tigers that's pretty damn awesome.
Blackout periods will spark locals to choose the days they go more wisely, which means the throughput of the park will be a lot more consistent, which then means thinks like operations can be more consistent, which in turn means that bigger and higher capacity rides can be justifiable purchases down the line (no more Buzzsaws.)
DO NOT DISCOUNT THE DAMN PRICES - If you want to market the tickets for a promotional period, only ever value add in-park products that cost little to nothing, and value add totally different things throughout the year. Why? Because Timmy will buy his VRTP pass with Fast Foto in January, and then Sally will by her VRTP pass with unlimited food in July. They'll go hang out, and both of them will see the other in-park upsells, and then two things will happen: 1) Their friends will organically market the products to each other during the course of the day and 2) if the products appeal to them, they'll be more inclined to watch out for deals, meaning they'll be a more proactive participant in your overall marketing & advertising strategy in the future. #nothingbeatsthefeeling