Yeah - that makes sense. And since it costs them probably $0.25 more for the character band and a minuscule additional processing cost to route them to the correct box it's probably like 90%+ profit to Disney.
Now the question is, do they have stats on how many people stay at resorts and buy special bands anyways? Perhaps there are people who declined the free band and purchased a special one or took the free one and also purchased a special one. In that scenario Disney is actually losing $14.99 (or thereabouts depending on the exact scenario) vs. gaining $10 (or $9 based on my profit assumption).
I can say that my family would never consider paying money for a "special band" when we can accept the free ones and happily go about our trip. I'd imagine we aren't alone BUT that there are also people purchasing multiple MBs and people in between. Given that there's no way to actually know the answers any math on this would be purely conjecture. But let's try anyways:
- A google search suggests Disney has 30,000 rooms on property
- Let's assume average occupancy of 3 (I'd guess that's super conservative...maybe?)
- We'll assume 100% occupancy for ease of math which isn't conservative - So 90,000 people staying at Disney hotels...
- And let's assume they all are staying a full week...so multiply 90k by 52 weeks and we get 4,680,000 people staying on property throughout the year
- If 33% of those people would elect to pay $10 for an upgraded band that would be 1,544,400 MBs sold (after all it's ONLY $10, lol)
- Assuming my $9 profit, they just generated $14MM in revenue!
- Now for giggles let's also say that 5% of people would have bought a second MB at the full $25 even without this offer
- Assuming $24 cost on those bands Disney loses $5.6MM in revenue there
- So using my crazy hypothetical non-fact based calculation, Disney would increase their revenue by $8.4MM
Most of these numbers probably make no sense whatsoever but if somebody wants to play with it, have at it, lol! The thing I just can't figure out is why Disney (a) didn't do this sooner and (b) isn't doing this ALL the time... It seems like the potential revenue gained far outweighs the revenue lost.
I can tell you that when I heard of this option I immediately said "Wow - we'll do that - $10 isn't much". And I am one of the cheapest humans on earth...lol $10 definitely seemed like a magic number to me too...if it was $15 I think I'd pause for some reason...$10 just seemed like, yeah I will pay for a special MB for that!