Below is some additional information on the Universal Studios Hollywood new "Tiered" pricing that was introduced this morning. Normally we'd put this in "Industry News" and let the press release speak for itself, but we felt in this case a bit of additional thoughts on this is needed.
We'll post the release below and share our thoughts at the bottom.
Universal Studios Hollywood Introduces EZ Rez, an Innovative, Easy-to-Use
Online Ticket Reservation System Designed to Deliver Top Tier Consumer Benefits
EZ Rez Offers First-Time Ever Date Specific Tickets,
Early Entry to Select Attractions and Advance Online Purchase Savings
Universal City, California, February 2, 2016 – Starting today and for the first time ever, Universal Studios Hollywood is introducing EZ Rez™, an innovative, easy-to-use online ticket purchasing system featuring an array of new consumer benefits designed to enhance visits to The Entertainment Capital of L.A. as the world-class destination continues its unparalleled investment in an ambitious epic transformation.
In addition to affording guests the unique opportunity of booking date specific tickets, EZ Rez ticket holders will be able to benefit from early entry to “The Wizarding World of Harry Potter™” when the immersive land officially opens on April 7. Early admission to the land will begin one hour prior to park opening.
As an added benefit, guests purchasing admission tickets and annual passes via EZ Rez will also enjoy premium savings with all advanced online transactions. Anytime admission tickets will continue to be available.
The past five years have been a remarkable time for Universal Studios Hollywood as the destination embarked on an unprecedented revitalization that has substantially altered over 75 percent of its familiar footprint to effectively characterize it as an entirely new experience and theme park.
With the much anticipated arrival of “The Wizarding World of Harry Potter™” opening on April 7, and the recent addition of “Fast & Furious: Supercharged” as the grand finale to the world-famous Studio Tour, expansive themed lands including “Springfield” and “Despicable Me Minion Mayhem,” next generation thrill rides such as “Transformers: The Ride 3D,” amplified experiences such as the recently introduced “Nighttime Studio Tour” and the new “Special Effects Show,” Universal Studios Hollywood is continually exploring new, groundbreaking ways to ensure guests have the best possible experience, both in advance and upon their arrival.
More information is available at www.UniversalStudiosHollywood.com. Like Universal Studios Hollywood on Facebook and follow @UniStudios on Instagram and Twitter.
Universal Studios Hollywood, The Entertainment Capital of L.A.SM, includes a full-day, movie-based theme park and Studio Tour; the CityWalk entertainment, shopping and dining complex, the Universal CityWalk Cinemas and the “5 Towers” state-of-the-art outdoor concert venue. World-class rides and attractions include the renowned, behind-the-scenes Studio Tour featuring the intense “King Kong 360 3-D” attraction and the all-new “Fast & Furious—Supercharged” thrill ride as the Studio Tour’s grand finale. Other popular rides include the 3D-HD adventure, “Despicable Me Minion Mayhem” and immersive “Super Silly Fun Land,” the critically-acclaimed mega-attraction, “Transformers™: The Ride-3D,” “Revenge of the MummySM—The Ride,” “Jurassic Park® —The Ride,” “Springfield,” hometown of America’s favorite TV family, adjacent to the award-winning “The Simpsons RideTM” and the “Nighttime Studio Tour.”
When you first hear the term "tiered pricing" many first thoughts go to "unnecessary price raises on certain days". In our opinion that's not what this is about at all. Sure, Universal wants to make money, they are a business. But this seems more of a way for them to pre-plan for crowds by encouraging people to pre-purchase tickets and passes.
The gate price is not increasing. It's currently $95 and it's staying that way. At minimum you will save $5 per ticket by purchasing online. Some days you can save as much as $15. So this is really a way for them to encourage people to go on "slower" days.
Wizarding World is absolutely unprecedented in the history of this park. It's safe to say nobody is quite sure what to expect or what the impact will truly be. Remember, last year when Fast and Furious opened they had to shut down parking mid-day. And that was Fast and Furious. This is OBVIOUSLY much bigger.