A day in the most magical place on earth is becoming prohibitively expensive.

For a lot of families in the US, across multiple income brackets, there’s long been an unspoken assumption that a trip to Disneyland is something that only happens maybe once in your entire life. Unless you’re in a fairly wealthy family, are a California local, or both, it’s always been difficult to put together enough money for a trip to the Mouse’s house, though not impossible. However, with Disneyland’s recent full reopening, many patrons have realized that their prices are reaching a point where even that narrow window of possibility is closing.

Back in February, Disney CEO Bob Chapek noted that the company would be adopting a “more aggressive” financial strategy when it came to their theme parks, likely in an effort to recoup some of the losses in business caused by the COVID-19 pandemic. Patrons and analysts have begun seeing action taken on that promise; basic, no-frills passes to the park now cost roughly what an all-access pass would’ve cost prior to the pandemic. Additionally, more expensive experiences have been added to the park with its reopening, such as the massive $100 sandwich available at the Pym Test Kitchen at the Avengers Campus. That’s not even factoring in the other hidden costs of a trip to Disneyland, including parking and hotel stays. A single night at a Disneyland Resort hotel currently costs around $500.

Hundred dollar sandwiches. Two hundred dollar per person park tickets. Eight hundred dollar standard hotel rooms. Has Disneyland finally gotten too expensive?

According to a recent study, the answer is yes.https://t.co/G4KMwlPcM2

— SFGATE (@SFGate) June 21, 2021

“Nostalgia isn’t cheap,” said Rick Munarriz of The Motley Fool, “and the media giant knows this now more than ever.”

Rather paradoxically, according to a recent survey conducted by Business Insider, people in income brackets that could easily afford all of these services aren’t interested in going to Disneyland. Those with an annual income of over $150,000 were noted to be the least likely to take a Disneyland vacation, while those with incomes between $50,000 and $74,999 were the most interested, with those earning between $25,000 and $49,999 not far behind. There’s a distinct chance that Disney may be shooting themselves in the foot by placing their sights on wealthier patrons, but this could also be the only way they can get back in the game after a year off.