Our goal is to deliver the highest quality family entertainment at a great value, with aspirations to expand coast to coast: John Dunlap of Five Star Parks & Attractions

“I believe as CEO, it’s integral to not only set the vision and strategy of Five Star Parks, but also to develop teams to achieve their fullest potential.”

John Dunlap is the forward-thinking leader guiding Five Star Parks & Attractions forward. Since stepping into the role of the company’s inaugural CEO in January 2022, John has overseen its impressive expansion from three to 27 locations across 13 states, solidifying its standing as one of the most innovative and fastest growing family entertainment companies in the US.

John’s motivation to get up every day stems from his belief and excitement about the product Five Star Parks has to offer and the exceptional team behind the scenes. He is invigorated by the opportunity to share these venues across the wide expanse of the United States, from bustling metropolises to quaint small towns. The growth potential and the prospect of expansion are incredibly energizing for him.

John’s career reflects his steadfast dedication to the amusement and hospitality sectors. Prior to 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 certifications in executive leadership, financial management, and food service management from Cornell University.

John currently resides in Charlotte, NC with his wife Jenny and their children John, Evelyn, and William, where they enjoy spending quality time together and engaging in community activities. Known for his down-to-earth nature, John values the simple joys of family life and cherishes the connections he makes within his local community.

The Silicon Review reached out to Mr. Dunlap for an interview, and here’s what he had to say.

Interview Highlights

Q. How would you describe your professional journey so far? Tell us about a few roadblocks and learning lessons that helped you grow through the years.

For as long as I can remember, I have been drawn to the hospitality industry, which sparked my journey with my first job at my favorite restaurant. Starting from washing dishes, cooking, to waiting tables, I have always thrived in environments where I can interact with people that energize me. After graduating from college, I embarked on a fulfilling career in hospitality, leading at The Westin St. Francis, and working in various cities. Subsequently, I pursued further education at business school, and was later recruited to be Executive Director of the world-famous San Diego Zoo.

I developed a passion for the attraction industry and of course an appreciation for animals. Throughout my career, I have encountered many roadblocks, particularly in navigating the highly volatile nature of this industry. I have experienced periods of both wild prosperity and economic challenges, which taught me the importance of resilience and adaptability. My role involves innovating and building businesses that can withstand market fluctuations while delivering meaningful attractions.

Taking the guest experience seriously, I understand that my name is on the front door, which motivates me to constantly strive for improvement in financial performance and guest satisfaction. I firmly believe in the ethos of innovation and continuous improvement, always pushing the boundaries of what’s possible and aiming for excellence and perfection in all aspects of my work.

Q. Trust is one of the most important currencies of leadership that requires authenticity and consistency to maintain. What’s your take on this?

I believe that trust is invaluable currency in leadership, requiring both authenticity and consistency to uphold. At our core, we understand that trust is something that must be earned, especially when acquiring businesses. We prioritize acquiring companies with robust teams and established leadership because we recognize the importance of empowering our teams and leaders to unlock their full potential.

To maintain trust and empower our teams, we have clear objectives in place, and we strive to follow through on our commitments. We believe in doing what we say we’re going to do, which builds credibility and fosters a winning team culture. We understand that people want to be part of a winning team and aspire to achieve their highest potential.

Continuous feedback is also integral to our approach. We actively solicit feedback from team members to ensure that their voices are heard and valued. By following through on feedback and commitments, we reinforce our authenticity and consistency, strengthening the foundation of trust within our organization.

Q. As the CEO of the company, what are your major roles and responsibilities?

I believe as CEO, it’s integral to not only set the vision and strategy of Five Star Parks, but also to develop teams to achieve their fullest potential. I try to lead by example, embodying the Five Star Parks and Attractions principles of integrity, accountability, teamwork, safety, service, inclusiveness, and performance, the core of our corporate culture. Financial stewardship is another key aspect of my role, where I oversee budgeting, financial planning, and decision-making to drive sustainable growth and optimize shareholder value.

Effective leadership is central to my responsibilities, as I inspire and empower our teams to perform at their best, fostering a collaborative and innovative environment. Stakeholder management is also paramount through building strong relationships with investors, board members, partners, and employees, and addressing their needs proactively.

Q. What can you tell us about Five Star Parks & Attractions? What are its focus areas?  

Five Star Parks focuses on several key areas that set us apart in the entertainment industry. Our primary focus is on providing unique attraction offerings that captivate and engage our visitors. We strategically acquire parks that hold significance, enhance their offerings to make them even better, and unlock their full potential.

We are committed to maintaining a standard of excellence and driving innovation at our 27 existing locations while also actively pursuing new development opportunities. Our vision extends across a wide geographic range, as we have identified hundreds of opportunities throughout the U.S. with plans to expand to all 50 states. This expansive approach allows us to transform the entertainment experience and create memorable moments for our guests nationwide.

Q. Could you introduce us to your services?

At Five Star Parks and Attractions, we pride ourselves on offering premium services that elevate the guest experience and set new standards in the attractions industry. Our key features encompass a range of offerings tailored to ensure guests create unforgettable memories. We provide world-class entertainment with cutting-edge attractions and immersive experiences for guests of all ages, from two to 92. Another key feature of Five Star Parks is our dedication to safe, clean, fun. We go above and beyond to anticipate and exceed our guests’ expectations, ensuring they feel valued and cared for throughout their visit.

Q. How do you see Five Star Parks & Attractions changing in five years, and how do you see yourself creating that change?  

The demand for family entertainment centers is steadily increasing and shows no signs of slowing down in the foreseeable future. The upcoming five years promise excitement as new innovative technologies emerge, enabling families to forge unforgettable memories that will last a lifetime.

Q. What three terms would you use to describe your company’s culture and which core values do you believe you are executing the best? Additionally, what inspires you, and how do you distinguish Five Star Parks from its competitors?

Five Star Parks & Attractions has a vibrant culture centered around our core values of safe, clean, and fun entertainment. We pride ourselves on offering diverse attractions in family entertainment, continuously innovating to provide a range of experiences, from coasters to mini-golf and much more. Our goal is to deliver the highest quality family entertainment at a great value, with aspirations to expand coast to coast.

At the heart of our culture are the values of clean, safe, and fun. These principles guide everything we do and contribute to a positive work environment and guest experience. Safety is a top priority for us, and we are dedicated to maintaining a safe environment for both our guests and employees every day. We are committed to operational excellence, ensuring that our facilities are clean and inviting for families and employees alike, while also keeping the atmosphere fun and exciting.

Our company truly embodies the joy of play, and this reflects in every interaction with our team and our guests. We believe that by executing these values effectively, we create a culture that fosters enjoyment, safety, and memorable experiences for everyone involved.

“I try to lead by example, embodying the Five Star Parks and Attractions principles of integrity, accountability, teamwork, safety, service, inclusiveness, and performance; the core of our corporate culture.”

“We aspire to be great, ensuring that our facilities are safe, clean and inviting for families and employees alike, while also keeping the atmosphere fun and exciting.”