TAY MAURO
Theme Park Pricing and Commercial Strategy
Takes on pricing, product, and promotion for theme parks, resorts, and attractions, from someone who's run them from the inside.
Will Walt Disney World Ever Build a 5th Theme Park?
Disney has the land and the approval. So why won't Walt Disney World build a 5th park? Orlando's flat length of stay makes the math hard to justify.
Read it → PricingUniversal's Fast & Furious Upcharge at Halloween Horror Nights
Universal Hollywood charged $20 to $25 extra to ride Fast & Furious during Halloween Horror Nights. Why small upcharges chip away at price-to-value.
Read it → Industry AnalysisWhy Universal Built Epic Universe in Orlando
Universal didn't build Epic Universe to grow Orlando tourism. It built it to turn a 1-day add-on into a full Universal vacation. Here's the strategy.
Read it → StrategyDon't Chase Your Competition
Matching every competitor move is a fast way to get forgotten. Why theme parks and resorts win by setting a commercial strategy and sticking to it.
Read it → Industry AnalysisUniversal Parks Q3 2026 Results: What Went Wrong After Epic's First Year
Universal Parks revenue fell 4% and EBITDA 17% in Q3 2026. The two controllable misses: marketing that lagged demand and Epic Universe ride uptime.
Read it → PricingHow to Price a 2-Day Theme Park Ticket Without Hurting Annual Pass Sales
Adding a 2-day ticket between a 1-day ticket and an annual pass? How to price it, how to message it, and the buy-down risk to watch.
Read it → MarketingHow AI Search Is Changing the Way Guests Buy Theme Park Tickets
Guests using ChatGPT arrive ready to buy. How theme parks and attractions can show up in AI answers and send that traffic to pages that convert.
Read it →Want this kind of thinking on your numbers?
30 minutes. No pitch deck. Just a conversation about where you're leaving money on the table.