Disney Takes Cue From Uber, Introduces Surge Pricing at Theme Parks

Uber may be well-known for it's surge pricing model but it appears that it could also be on its way to Disney's (DIS) theme parks. After 60 years of fixed price tickets the theme parks are considering a change to an on demand model. Tickets costs for Disney's domestic theme parks would be cheaper on slower days and contain restrictions or cost more on busy or overcrowded weekends. Disney is working to raise park attendance during off peak seasons of the year. Simply continuing to raise prices has proven inefficient, according to the company's chairman of parks and resorts. There is also concern that the long lines, gate closures and high wait times during peak season may damage the theme park brand and upset customers. Revenue for Disney's parks and resorts has increased 6 percent so far this year, reaching 11.8 billion. TheStreet's Amelia Martyn-Hemphill reports from New York.