Operational Design Consulting and Full-Service Management

ICON Leisure provides unparalleled expertise which begins with the guest journey and drives operational design efficiency of the project.

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With over 90 years of shared experience, ICON Leisure has the real-world expertise to bring your concept to reality.

Venue Concepting

Development / Expansion

We infuse operator and guest perspectives gleaned from decades of relevant experience as a key aspect to all elements of developments and expansions, from initial concept design through delivery of construction documents.

Additionally, we offer services such as market demographic and competitive analysis studies, pro forma projections, estimated vertical, operational, and FF&E cost analysis, overall or site-specific layouts, and technology integration planning.

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Operational Design Consulting

Efficient design begins on day one

ICON Leisure integrates with the development team of designers, architects, and engineers to achieve an optimal operator and guest flow while being mindful of important considerations such as emergency planning, ancillary revenue streams, and programing. We ensure that operational efficiency starts long before opening day.

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Day-to-Day Operations

Experienced management maximizes return

ICON Leisure offers full-service management for properties such as multi-use developments, surf parks, water parks, lagoon developments and destination resorts through the following:

Establish Vendor relationships
Obtaining required licenses and permits
Recommendation and oversight on installation of all technology needs
Seasonal and annual staffing plans and budgets
Recruitment and hiring of vendors and full-time, part-time and seasonal staff
Administration
Digital and Traditional Marketing and Public Relations
Guest Services / Admissions / Ticketing / Booking
Retail and Rental
Food and Beverage / Hospitality operations / Catering
Emergency Action Planning and Risk Management / Insurance
Grand Openings / Events and Programming

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Getting it right, up front

“E&A, JEM and the Jeff Ellis International group has known, trusted and worked with Brian Stovall and the other top-tier organizations that are partnering with ICON Leisure for more than thirty years… We’ve been there together, since very early in our careers, learning what it takes to run safe and successful aquatic facilities at the highest level. We’ve also learned the importance of getting it right up front, at the very beginning, so oversights in design don’t cause staffing or safety issues in the future.”

Richard “RAC” Carroll

SVP and COO of Ellis and Associates

[Their] insight into the operational aspects of design have been invaluable

“We’ve worked with Brian on several projects over the years and his insight into the operational aspects of design have been invaluable to these developments from the early stages of planning to implementation… His ability to see the big picture while simultaneously focusing on the details has proven to be a tremendous value and has helped create successful projects.”

Christopher Falce

Vice President of Kimley-Horn

Target … marketing like never before

“Together with ICON Leisure, Vantage will evolve location-based entertainment to match the personalization and convenience today’s consumers expect … At the same time, the technology will help venues operate—and staff—efficiently as well as target their marketing like never before.”

Aaron Mendelson

Vantage’s Director of Customer Success and Product Innovation

Some of the industry leaders our team has worked with:

Why Choose Us

Experience

Integrity

Authenticity

Brian Stovall, CVE

Managing Partner

Brian is a Certified Venue Executive and brings over 25 years of experience to ICON Leisure Services in public, private and not-for-profit sectors with expertise in operational concept design, new construction, renovations, expansions, general management, and real estate. Brian’s experience includes serving in numerous operations and executive roles for water parks, amphitheaters, performing arts centers, arenas and resort hospitality properties in San Diego, Denver, Austin, Las Vegas, Dallas and Nashville.

As a former Board Member of the International Association of Venue Managers (IAVM), Brian Stovall provided both leadership and growth for the organization including the contribution of editorial content for “The IAVM Blueprint: Event Management” textbook as well as serving on numerous committees within IAVM including Governance Committee and Industry Affairs Committee.

Brian has been in and around the resort and entertainment business since 1989 when he first became a lifeguard at Schlitterbahn Waterpark and Resort. Since then, he has held management and executive roles for recognizable industry leaders including Schlitterbahn, House of Blues Entertainment, Live Nation Entertainment, The University of Texas at Austin, Marriott, and Gaylord Hospitality Properties.

Curtis Parks, ICAE

Partner

Curtis Parks, a family entertainment and attraction veteran, is a Managing Partner and Chief Operating Officer of ICON Experiences. Mr. Parks previously served as Chief Operating Officer and Executive Vice President with PARC Management, LLC. He was part of the founding management team, helping launch the company from 7 to 25 properties in an 18-month period.

Mr. Parks’ prior experience includes Schlitterbahn Waterparks & Resorts where he held the position of Vice President of Operations. During his tenure, Parks worked closely with ownership to successfully complete the development of Schlitterbahn Galveston. Prior to his time at Schlitterbahn, Mr. Parks served as General Manager of Wannado City, America’s first real-play theme park for children, and General Manager of several water parks including Wet ‘n Wild Las Vegas, Wild Waters Waterpark in Silver Springs, Florida, Weeki Wachee Springs, Buccaneer Bay, and Holiday Inn. In addition, Mr. Parks served as Director of Compliance for Alfa SmartParks, Inc. where he helped develop a standard operating platform for the group’s 9 entertainment facilities.

Mr. Parks is an active member of the International Association of Amusement Parks & Attractions (IAAPA) and the World Water Park Association (WWA), an IAAPA Certified Attractions Executive, and served as a national faculty member of the Ellis & Associates International Aquatic Safety School.

Eli Stovall, ICAE

Partner

Eli Stovall, a Managing Partner and Chief Executive Officer of ICON Experiences, is a hands-on operator with more than 20 years executive and general management experience leading multi-unit attractions. Eli has worked with industry leading brands including Schlitterbahn Waterparks & Resorts, Wet ‘n Wild Water Parks, Raging Waters Waterparks, Palace Entertainment, Elitch Gardens Theme & Water Park, Darien Lake Theme Park Resort, Great Wolf Lodge, Hawaiian Falls Waterparks, and NASCAR SpeedParks. Eli has led numerous projects encompassing major park development and expansion, distressed asset turn-around, and infrastructure and management solutions architecture while keeping the guest journey front and center.

Combined with significant M&A experience including water park roll up acquisitions, REIT sale/leaseback transactions, and portfolio asset management of more than $500M including theme parks, water parks, and family entertainment centers, Eli brings tremendous industry knowledge and skill to the business.

Stovall is an active industry volunteer, International Association of Amusement Parks & Attractions (IAAPA) Certified Attractions Executive, an alumnus of the 2008 IAAPA Wharton Executive Institute. He is past chair of the IAAPA Financial Management and Information Technology committee and currently serves on the IAAPA Government Relations committee.