Disneyland Announces "Sunsetting" of Annual Pass Program
/With economic uncertainty during the COVID-19 pandemic, Disneyland remains closed, and the company announced the end of its annual pass program. The 40-year-old program offered unlimited park visits, exclusive discounts, and other benefits.
Disney’s statement explains the reasons and offers customers ways to get a refund for existing passes. In the segment below and another for Premier Passholders, the writers use “sunsetting” three times. The euphemism is a curious choice, and I wonder why “ending” isn’t used instead. Perhaps “cancelling” sounds too harsh?
“Sunsetting” indicates phasing out, and some passholders can enjoy discounts for a limited time. But the program is clearly ending. Dictionary.com refers to a “sunset clause,” and a tech site provides this definition: “Sunsetting, in a business context, is intentionally phasing something out or terminating it.” Both have legal undertones and, in my view, should be avoided for a consumer audience.
