Universal has priced its new Universal Kids Resort 50% above local family-market alternatives, but does it justify the markup? The early evidence is not flattering.
The 20-acre Frisco park opened for press previews this week ahead of its July 1 launch, priced from $54.99 on weekdays to $79.99 over Labor Day weekend, and aimed at children aged 5 to 9. The response so far has been less than favorable, with attendees describing the park as under-themed and lacking shade.
A family of four runs about $220 to $320 before parking and food, against $50 to $130 at local zoos, museums, indoor water parks, and family entertainment centers, most of which are climate-controlled or shaded. Universal spent the last decade positioning Epic as the premium ceiling of the brand, and selling a cheaper, simpler product under the same flag undermines that positioning.
Proponents argue that "kids that age like anything," but if that’s the case, why not visit any of the local alternatives?
Meanwhile, Epic Universe announced Universal Celestial Goodnight, its first nighttime spectacular debuting July 7, with 600 synchronized light fixtures, 350 large-scale fountains, 7 million LED lights, and a fireworks finale across Celestial Park.
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