It's been more than two years since Disney (NYSE:DIS) started opening its most popular park 75 minutes early for guests willing to pay a premium to get a leg up on other day guests, and now the theme park giant is raising the event's cover charge. Disney Early Morning Magic will bump its price to $79 come December, a 14% increase from its debut price in the springtime of 2016.
Disney Early Morning Magic finds Disney World opening the Magic Kingdom on select mornings at 7:45 a.m. to guests who can enjoy a few Fantasyland rides. When the park officially opens at 9 a.m., they can head over to a counter-service restaurant for a complimentary breakfast. Disney is increasing the price of the event, but it is adding a few new nearby attractions to enhance the value proposition. The move makes sense, and Disney shareholders won't be upset to see Disney expanding capacity for an event while also boosting its rates.