The page says "SEASON PASS - RENEWALS" but I've managed to get the tickets without providing any previous membership details.
2 adults + 2 kids end up to be $281.95 and the pass is valid till 24th Dec 2016.
Personal experience:
I've bought 4 tickets myself. I was there yesterday. The guy at the gate let us in by scanning our 4 printed passes. Once inside, we headed to the Kung Fu Panda section, got our B/W photos taken and passes issued. There were 3 groups of us (total 12 people) and not one was asked to present the old pass.
I might be blind, can't find where it says "SEASON PASS - RENEWALS"?