A former Disney CEO has revealed the total number of Disneyland Magic Key annual passholders that has long been a closely guarded secret in his take-no-prisoners new book about his time at the helm.
Disneyland has “somewhere around” 1.1 million Magic Key annual passholders, former Disney CEO Bob Chapek writes in his new book “Behind the Castle Walls.”
“Even with the increase in prices that were taken on the annual passes, it would temporarily soften demand, but a year later they were subscribed just like they were before,” Chapek told the Los Angeles Times.
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Chapek became chairman of Disney’s theme park division
Chapek became chairman of Disney’s theme park division in 2015 and CEO in 2020 before being ousted from the company in 2022.
Disneyland aggressively increased prices and limited access on annual passes when Chapek took over as Disney parks chairman.
The top-tier Disneyland annual pass cost $699 when Chapek became Disney parks boss in 2015 and $1,599 when he was fired as CEO in 2022 — a 128% increase. Today, the most expensive Disneyland Magic Key pass costs $1,899.
In order to build things like Galaxy’s Edge
“In order to build things like Galaxy’s Edge and Avengers Campus, that takes capital,” Chapek told the Times. “That capital takes revenue.”
Disney theme park profits increased 18% during Chapek’s five-year tenure as parks chairman, he writes in the book.
“I’m very proud of the performance of the parks segment during my time,” Chapek told the Times. “The numbers bear that out.”
