LEGOLAND California Changes Exclusives Discount Policy

[Alpinemaps]

In recent weeks, LEGOLAND California has gone through another price structure change.  This time, removing discounts from "Sale" and "Hard to Find" items that are carried in their shops.

In year's past, annual passholders would expect to find LEGO sets priced at RRP.  With a LEGOLAND California Annual Pass, a 10% discount was applied to all orders.  During the years of "no discounts on exclusives," this made purchasing exclusives, such as modular buildings, a little more desirable at LEGOLAND.

Late last year, LEGOLAND California started raising prices on certain items, to "balance" the Annual Pass discount.  Items such as the Disney Castle, which has an RRP of $349.99, has been priced at $384.99 at LEGOLAND California.  With the increase in price, the discount works out to less than a $5 savings with an Annual Pass.  This price increase is not limited to just "Hard to Find" items, though.  Even items like polybags, minifigures, and Brickheadz have seen a $1 increase over RRP.

With this new policy, comes the pledge to reduce pricing back to RRP.  "You should notice we've reduced prices on the Hard to Find items," said one employee this past weekend.  (Although, the Disney Castle is still listed in store at the higher price).

In my own analysis, LEGOLAND California was most likely losing sales on the Hard to Find items to the non-Annual Passholders.  Without a discount, there's not much need to buy a $385 Castle when you can order it from Shop At Home for $35 less while you're standing there, and have it waiting for you when you come home from vacation.

Keep in mind that state tax rates at LEGOLAND California are 7.75%.

Whether this policy remains in effect during the usual Christmas season passholder double discount sale (20% instead of the usual 10%) remains to be seen.  No word yet on whether this will affect any other promotions that periodically go out to Passholders as well.  For the time being, though, one of the extra special "perks" that were granted to Annual Passholders has been taken away.  Investors that were using that perk as a means to leverage a little extra out of their Annual Pass will have to rethink that purchase when it comes to renew their passes.

At this point in time, LEGOLAND Florida does not mirror this policy, although they do have a policy of restricting purchases as they see fit.

 

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[Timbertex]

That totally sucks. Plus the added insult of sales tax. I feel ur pain.

[Alpinemaps]

If this policy is going to remain in effect, it will definitely play a role in resellers reupping their passes. 

I have kids so we go to LEGOLAND anyway. But after my kids grow out of LEGOLAND, losing this incentive will probably keep me from renewing even just for myself. 

[thoroakenfelder]

8 minutes ago, Alpinemaps said:

If this policy is going to remain in effect, it will definitely play a role in resellers reupping their passes. 

I have kids so we go to LEGOLAND anyway. But after my kids grow out of LEGOLAND, losing this incentive will probably keep me from renewing even just for myself. 

I couldn't find enough value in the annual pass to pay to re-up the one I got for the AZ Discovery Center. We went a lot in the first few months and then as time passed went less and less. Their selection wasn't full, although they did get the store exclusives that the regular LEGO shop didn't except online.

[Alpinemaps]

This should probably go in the complaint thread, but this is directly related to this blog entry, so here goes...

A couple weeks ago, LEGOLAND California Annual Passmembers were sent a series of coupons, that included this gem:



I attempted to use it today to grab a Disney Castle. As I noted in the blog, the Castle has the jacked up price of $385. Even with that, it comes down to $289, which is still a great 82% off.

As you can guess, no luck. Despite the lack of exclusions on the coupon, I was told that the Castle doesn't qualify because it's a Hard to Find item.

I mentioned there's no sign on the product nor any exclusion listed on the coupon. The Manager explained that it is register locked and she is not able to override.

So, I'll just wait to buy. But this is certainly cementing LEGOLAND as a place not to buy anymore.

[Mos_Eisley]

So the coupon won't work on any exclusives?

[Alpinemaps]

So the coupon won't work on any exclusives?

Nope. None of them. It's hard coded and they say they can't override.

I tried the Castle without luck. I asked about the Carousel and was shot down as well.

[exciter1]

Nope. None of them. It's hard coded and they say they can't override.

I tried the Castle without luck. I asked about the Carousel and was shot down as well.

The inevitable YMMV posts will follow.

[Alpinemaps]

The inevitable YMMV posts will follow.

I don't know. Would be interesting if it happened. I'll certainly try again. But they were citing the policy that's been in place for the last month or so, with those signs. They're usually sticklers for whatever policy they have.

[JRandall]

This is being done because their profits have dipped so much. Incorrectly they are approaching the decrease as if they need to raise prices in other areas.

[exciter1]

9 minutes ago, JRandall said:

This is being done because their profits have dipped so much. Incorrectly they are approaching the decrease as if they need to raise prices in other areas.

If they don't shape up and become friendlier, better rides, food, and more appealing to the youngsters, they won't be around long.  I'm not overly impressed with how Legoland is ran, especially compared to Disney.  It seems half abandoned with very little employee presence.

[Alpinemaps]

2 hours ago, exciter1 said:

If they don't shape up and become friendlier, better rides, food, and more appealing to the youngsters, they won't be around long.  I'm not overly impressed with how Legoland is ran, especially compared to Disney.  It seems half abandoned with very little employee presence.

There's definitely a contrast.  At Disney, there's an appeal to all ages.  With LEGOLAND, there's a cut off.  I "fear" that I'm approaching that with my 9 year old.  I think in another couple of years (by around 12-13), she's going to completely lose interest.  You don't see a lot of teenagers in the park.  There's just nothing exciting for them.

LEGOLAND is running lean, and you're right - employees aren't all over the place.  Just enough.  Crowds aren't huge, either - we were there for a Sunday Star Wars day earlier this month, and although the parking lot made it look crowded, it really was just a regular day.  

At LEGOLAND California, there's a big attraction at the center of the park, a sort of pedal bike rollercoaster, and it's been closed now for quite sometime (a year?).  There's no indication as to what will replace it.  It was actually a ride that had long wait times, and was "attractive" for keeping people occupied.  I guess there's a little spill over into other rides, now that it's closed.  But this attraction is on top of a hill, in the center of the park, and visible from 3/4s of the park and it's empty.

Driving down sales is not the way to keep people interested.  At the moment, I'm not in a rush to renew when we come due in March.

[Alpinemaps]

Update on this (and I may write a new blog article) - 

I was at LEGOLAND California yesterday, and these signs have disappeared.  Also, the Disney Castle is back to a more reasonable (!) $349, instead of the $384 they did have it marked up to.

I'm going to guess that sales were pretty depressed on sets, and they weren't moving hardly anything at those prices.  At least, not in the numbers they used to when they honored the Annual Pass discount.

[donbee]

Update on this (and I may write a new blog article) - 
I was at LEGOLAND California yesterday, and these signs have disappeared.  Also, the Disney Castle is back to a more reasonable (!) $349, instead of the $384 they did have it marked up to.
I'm going to guess that sales were pretty depressed on sets, and they weren't moving hardly anything at those prices.  At least, not in the numbers they used to when they honored the Annual Pass discount.

What's your tourist season? Maybe the season is coming to an end. Less customers.

[Alpinemaps]

What's your tourist season? Maybe the season is coming to an end. Less customers.

Technically, its year round. Our water park is open from March until November.

But even so, were in the middle of it. Kids still have another month before they go back to school out here. LEGOLAND should be open 7 days a week for at least another 2 months.

Oh, and this is against passholders, so it wouldn't matter when tourist season is - APs are what keep the park going the rest of the year.

[ravenb99]

1 hour ago, Alpinemaps said:

 

Technically, its year round. Our water park is open from March until November.

But even so, were in the middle of it. Kids still have another month before they go back to school out here. LEGOLAND should be open 7 days a week for at least another 2 months.

 

Oh, and this is against passholders, so it wouldn't matter when tourist season is - APs are what keep the park going the rest of the year.

you might get minifigures but you are doing it all wrong...

[Alpinemaps]

you might get minifigures but you are doing it all wrong...

Don't look at me. I don't do mjnifigs.

[ravenb99]

32 minutes ago, Alpinemaps said:

 

Don't look at me. I don't do mjnifigs.

 

Ha not what I hear from some good friends that know you...

I do not actually do them but still pisses me off.

[Alpinemaps]

Ha not what I hear from some good friends that know you...
I do not actually do them but still pisses me off.

I only do minifigs for the kids these last couple of years. Since the price jump at LEGOLAND I don't buy them there out of spite.

I'm also still swimming in Simpsons and Monster Minis. Ugh.