Magic Kingdom gets attendance boost from RFID bracelets

By Michelle Baran
Disney MagicBand 410Walt Disney World’s Magic Kingdom was able to accommodate about 3,000 additional guests per day during the peak holiday season due to the MyMagic+ program, Disney CEO Bob Iger said during the company’s first-quarter earnings call on Wednesday.

“What has been rolled out has been a real success both for the guest and for us,” said Iger of the MyMagic+ program.

The MyMagic+ technology being rolled out at Walt Disney World includes MagicBand radio-frequency identification (RFID) bracelets with which guests can make purchases and secure FastPass access to attractions.

Iger said that the FastPass+ feature, which gives MyMagic+ users the ability to reserve three times on three attractions per day, is seeing “substantially higher utilization” than the traditional FastPass system.

“The biggest impact is being able to accommodate more people. This is just more efficient. Secondly, enabling guests to have a substantially better experience than they have had before, because they are doing more,” said Iger.

First-quarter revenue for Disney’s Parks and Resorts division grew 6%, to $3.6 billion. The division’s operating income increased 16%, to $671 million. The increase was primarily due to increased spending at the domestic parks. Per capita spending in the parks was up 8%.

For the entire Disney company, earnings increased 9%, to $12.3 billion, for the fiscal first quarter ended Dec. 28, 2013. The company’s net income grew 33%, to $1.8 billion.
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