Every industry felt the impact of the epidemic when it first emerged, but the hospitality and tourism sectors bore the brunt of it. However, amidst this adversity, the amusement park business has demonstrated resilience and shown steady growth. In recent years, the theme park industry has witnessed a resurgence in foot traffic as parks worldwide cautiously reopened, albeit in limited capacity. With the world economy gradually approaching pre-COVID levels, companies are now making a triumphant comeback, having successfully adapted to the challenges posed by the COVID-19 era.

According to a study by Future Market Insights (FMI), the theme park tourism market is projected to grow at a compound annual growth rate (CAGR) of 13% from 2022 to 2032. It is estimated to surge from its current value of US$49.1 billion in 2022 to a substantial US$166.67 billion. This forecast demonstrates the enduring appeal of amusement parks as destinations for leisure, attracting significant investments of both time and money.

Five Star Parks & Attractions stands out as one of the world’s premier amusement park operators, investing in and partnering with top family entertainment centers (FECs) in the entertainment and hospitality industries. The company is dedicated to creating and maintaining inviting, secure amusement park spaces that capture the essence of play and celebrate fun. Five Star Parks & Attractions provides important financial support to property partners, helping them deliver excellent entertainment experiences and achieve long-term success. Through an unparalleled array of FEC brands, Five Star Parks & Attractions crafts exceptional experiences at each location.

In conversation with John Dunlap, the CEO of Five Star Parks & Attractions

Q. How did Five Star Parks & Attractions start? How has the company grown since its foundation?

Five Star Parks & Attractions began in Branson, Missouri, with the acquisition of The Track Family Fun Parks. It was led by investors with a shared passion for the family entertainment center (FEC) industry. This venture aimed to enhance the quality, culture, and overall experience in the fragmented market of family entertainment. In just two years, Five Star Parks has grown significantly, going from three to 27 locations in 13 states. They now include popular and highly praised brands such as Malibu Jack’s, Craig’s Cruisers, and Scene75.

The company has expanded its focus to include both outdoor family entertainment centers in tourist areas and indoor micro-amusement parks. These parks offer a wide range of attractions, including go-karts, arcades, bowling, thrill rides, laser tag, and mini-golf. This diversification has significantly strengthened Five Star’s position as a leader in the amusement and hospitality sectors.

Court Square Capital Partners’ strategic capital investment has strengthened Five Star’s growth plans, allowing the company to continue acquiring and developing FECs across the country.

Q. Why did you choose to start an amusement park company specializing in family entertainment centers?

Five Star Parks & Attractions has identified a significant opportunity within a fragmented, highly regional industry where there is no dominant national brand at the scale of our micro-amusement parks. There were many family entertainment centers in different parts of the country, but there were no good options that could provide a consistent and memorable experience nationwide.

To address this gap, we wanted to create a network of small amusement parks that could improve the family entertainment experience in various areas. Our strategy involved acquiring and revitalizing venues, integrating them into our portfolio, and enhancing their offerings with innovative attractions and modern amenities.

Our goal was to make Five Star Parks & Attractions a well-known brand associated with high-quality family entertainment by using our knowledge of customer experience and operational efficiency. This approach not only allowed us to cater to diverse demographics but also positioned us to capitalize on economies of scale and operational synergies that were previously underutilized in the industry.

Q. What are the different types of amusement parks currently owned by Five Star Parks & Attractions?

Five Star Parks & Attractions owns and operates a variety of indoor and outdoor parks. Our indoor parks offer a rich array of attractions and interactive experiences, providing vibrant entertainment options for families and visitors.

Meanwhile, our outdoor parks feature similar exciting attractions with expanded offerings such as elevated go-kart tracks, extensive mini-golf courses, and additional rides. Each park within our portfolio reflects our commitment to delivering quality entertainment and creating memorable experiences for guests of all ages.

Q. What were some of the most memorable challenges you and the team at Five Star Parks & Attractions have encountered? What were some takeaways?

At Five Star Parks & Attractions, we’ve encountered several memorable challenges that have tested our resilience and creativity. One big challenge was combining new parks with our existing ones while still maintaining a high level of guest experience and efficiency. This process required meticulous planning and coordination to ensure smooth transitions and minimal disruption for guests.

Another notable challenge has been adapting to seasonal fluctuations and unpredictable weather conditions, especially for our outdoor parks. Finding ways to mitigate these impacts while still delivering exceptional experiences has been a continuous learning experience.

Additionally, managing and optimizing staffing levels during peak and off-peak times has been a recurring challenge. Balancing operational costs with maintaining service quality and guest satisfaction has required strategic workforce planning and flexibility.

Through these challenges, we’ve learned the importance of agility, innovation, and proactive planning. Every experience has shown the importance of listening to feedback from guests, encouraging a supportive team environment, and using technology to make operations more efficient.

Ultimately, these challenges have strengthened our ability to adapt and innovate in a competitive industry. At Five Star Parks & Attractions, we prioritize resilience, teamwork, and a strong commitment to creating memorable experiences for our guests.

Q. What are Five Star Parks & Attractions’ plans for the future?

Five Star Parks & Attractions has ambitious plans for the future, focused on expanding our national presence and cementing our reputation as the top family entertainment destination. We are committed to strategically growing our portfolio of parks across key regions, ensuring accessibility and convenience for families nationwide. We aim to expand the number of parks we manage and improve the quality of our services. We constantly strive to innovate and provide exceptional experiences that surpass guest expectations. By focusing on safety, cleanliness, and guest satisfaction, we aim to establish Five Star Parks & Attractions as the go-to source for families seeking fun and engaging experiences they can trust.

Q. Would you like us to highlight something important happening in your company that we may have missed asking about?

We’re excited about our ongoing efforts to integrate sustainable practices into our operations. Sustainability is becoming increasingly important to us, and we’re committed to minimizing our environmental impact while delivering exceptional experiences. We are committed to making a positive impact in the communities we serve by reducing our carbon footprint and promoting eco-friendly practices in our parks. This initiative reflects our commitment to being responsible and innovative so that future generations can keep enjoying our parks while protecting the environment.

Meet the CEO

John Dunlap is the CEO of Five Star Parks & Attractions. Before joining Five Star Parks, he held notable positions, including President of SeaWorld & Sesame Place in California, founder and CEO of Iconic Attractions Group, and Executive Director of the renowned San Diego Zoo.

Educated at the University of Virginia, where he earned his bachelor’s degree with distinction, and Northwestern University’s Kellogg School of Management, where he attained his MBA, John further honed his expertise with executive leadership, financial management, and food service management certifications from Cornell University.

“Each park within our portfolio reflects our commitment to delivering quality entertainment and creating memorable experiences for guests of all ages.”