It is the purchase date. And as an aside, if you renew it the following year before the end of your year, you typically get a discount on renewal. Don't forget to use your 10% restaurant and merchandise discounts, and a price break on hotel stay if you decide to spend the night there. The free parking is another great benefit if you go often enough.
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“Be the change that you wish to see in the world.”
― Mahatma Gandhi
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