One could replace 'exploring an official event' by 'exploiting an unofficial event'.
I think UNI sees a successful unofficial mass event and tries to cash in on it. Why let tens of thousands of gays have a party in your house, for free? Better to charge them for it. Make it an up charged after hours event.
Disney is too chicken to do it also, so UNI has the market all to themselves. (Except that gays are bored out of their mind with Fast and Furious, but by default in love with Disney. Maybe UNI can built a Fast and Fabulous overlay)