What if your childhood love for roller coasters could lead you to build a national empire of amusement parks and the entertainment business?
If you’re leading a business—or dreaming of scaling one—you’ll want to hear how John Dunlap, CEO of Five Star Parks & Attractions, turned a hospitality background and a Six Sigma mindset into a high-growth, family-focused entertainment powerhouse. In a post-COVID world with rising labor costs and shifting consumer demands, John shares real-world strategies for thriving in a category many thought was on the decline.
Here’s what you’ll get from this episode:
- A playbook for balancing operational excellence with guest experience, including how Six Sigma translates to human-centered businesses.
- The secrets behind scaling through acquisition and development, especially in a fragmented market ripe for consolidation.
- How to compete with big-name parks by delivering affordable, high-value local experiences that build loyalty (and beat the weather).
Hit play now to learn how John turned a childhood game into a national strategy—and how you can apply the same principles to scale your own business with purpose.
How a Zoo Job and RollerCoaster Tycoon Sparked a Family Entertainment Empire
[02:15] – Childhood Dreams Meet Business Reality
Host Jim Schleckser opens by sharing his love of RollerCoaster Tycoon, setting the stage for John Dunlap—a real-life amusement park CEO who turned a childhood fascination into a career.
[04:50] – From Six Sigma to Hospitality Ops
John recounts his entry into the hospitality industry via Starwood Hotels, how Six Sigma shaped his thinking, and why process improvement remains central to his leadership style.
[08:40] – The Leap to the San Diego Zoo
A surprising pivot: John shares how a recruiter convinced him to consider a leadership role at the San Diego Zoo—marking his first foray into parks and attractions.
[13:10] – Building the Five Star Model
John explains the three categories of parks his company operates (tourist micro-parks, family entertainment centers, and indoor theme parks) and how they’re strategically balanced.
[18:32] – Seasonality and the Case for Indoor Parks
A harsh winter highlighted the limitations of outdoor-only venues, prompting a shift to indoor attractions to maintain year-round revenue.
From Starwood to 27 Parks: John Dunlap’s Blueprint for Scaling Fun at Five-Star Attractions
[24:45] – Competing with Giants like Disney and SeaWorld
John outlines how Five Star differentiates from gated mega-parks by focusing on hyper-local family audiences within a 30-minute drive and staying open year-round.
[30:20] – Labor Challenges and Mandatory Wage Pressures
John discusses how rising wages impact a business where labor accounts for roughly 25% of costs, and how they balance this through value bundling and tech-driven efficiency.
[39:18] – Scaling Through Acquisitions and Redevelopment
From family-run parks to major builds, John details how Five Star identifies expansion opportunities and why buying legacy venues with strong teams is often smarter than building from scratch.
[47:05] – Creating Memorable Customer Experiences at Scale
John shares how his teams are trained to focus on simple, high-impact guest experiences—rooted in clean facilities, up-to-date attractions, and easy tech.
[54:10] – What’s Next: Strategic Builds & VIP Experiences
The conversation ends with a look ahead: building new locations in vacated big-box retail spaces, exploring “best experience” wristbands, and leveraging growth without diluting the brand.
About John Dunlap
John Dunlap is the CEO of Five Star Parks & Attractions, a rapidly expanding family entertainment company. Since taking on the role in January 2022, he has led the company’s growth from three locations to 27 across 13 states. With a background in amusement and hospitality leadership, John has held executive positions at SeaWorld & Sesame Place in California, Iconic Attractions Group, and the San Diego Zoo. He holds degrees from the University of Virginia and Northwestern University’s Kellogg School of Management, along with executive certifications from Cornell University. Based in Charlotte, NC, John is passionate about creating memorable guest experiences and fostering a culture of innovation in the industry.