The Business Backdrop: Inside Icon Park's strategy on new attractions & local appeal

In this episode of Business Backdrop, Icon Park CEO and President, Chris Jaskiewicz details the park's vision as a 20-acre entertainment and hospitality destination for locals and visitors, its development origins after the financial crisis, and how the team rebranded in 2019 and navigated Covid-19 by implementing protocols and reopening early as an open-air, gate-free venue. Jaskiewicz discusses strategies focused on affordability, free parking, flexible visit lengths and being easy to work with for corporate events, as well as curating tenants for complementary fit and collaboration. He highlights upcoming and recent additions including Blue Man Group opening in May on the Universal Boulevard side of the complex; Build-A-Bear expanding to a 30,000-square-foot flagship set to open around August; a new Starbucks, plus future attractions like Ripley’s Crazy Golf. The conversation also touches on the impact of Universal’s Epic Universe, Visit Orlando’s role in promoting the region and initiatives like the Michelin Guide, and Icon Park’s outlook for 2026 amid tighter consumer spending by emphasizing value while continuing to add new concepts.