Feld Entertainment
Family-owned American live entertainment production company and operator of touring shows, motorsports properties, and licensed character productions.
Last updated August 31, 2026
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Overview
Feld Entertainment is an American family-owned live entertainment company whose business grew out of the acquisition and operation of the Ringling Bros. and Barnum & Bailey Circus. The company was established in 1967 when promoters Irvin Feld and Israel Feld, together with former Houston mayor and entertainment promoter Roy M. Hofheinz, acquired the combined circuses from the Ringling and North families. The purchase gave the Feld organization a major touring entertainment platform and established the family’s long-term role in producing large-scale traveling shows. The company briefly became publicly traded in 1969, but its ownership structure changed when Mattel acquired its outstanding shares in 1971. Irvin Feld continued managing and producing the circus during the Mattel period. The Feld family later reacquired the business in 1982. By then, the organization had expanded beyond circus production into ice shows, including Holiday on Ice and Ice Follies, as well as Walt Disney’s World on Ice, later known as Disney on Ice. This expansion helped establish a business model based on touring productions built around recognizable entertainment properties, merchandising, licensing, and venue partnerships. Feld’s live entertainment portfolio broadened further through theatrical, television, arena, and international projects. Its historical productions included the Las Vegas magic show Beyond Belief, Broadway-related projects, circus television specials, and character-based productions. In the 1990s, the company adopted the Feld Entertainment name. During the 2000s, members of the next generation of the Feld family entered senior leadership, and the company developed new productions for Disney and other licensors. Disney Live! became a major platform for touring productions featuring Disney characters and stories. In 2008, Feld acquired the motorsports properties of Live Nation, bringing Monster Jam, AMA Supercross, Arenacross, and the International Hot Rod Association into the organization. The motorsports portfolio added stadium and arena competition to Feld’s touring-show business and later included the development of new concepts such as Nuclear Cowboyz. The International Hot Rod Association was sold in 2012. Feld’s motorsports operations subsequently became associated with Monster Jam, AMA Supercross, and the SuperMotocross World Championship. Licensed family entertainment remains central to the company. Feld has produced Disney on Ice, Disney Live!, Marvel Universe Live!, Sesame Street Live, Jurassic World Live Tour, and other productions based on established film, television, and children’s brands. The company has also pursued pop-up attractions and experiential entertainment, including a DreamWorks Trolls attraction developed in 2018. These businesses combine touring production, ticket sales, licensing, concessions, merchandise, sponsorship, and venue promotion. The company’s corporate center and production operations moved progressively to Ellenton, Florida, after Feld acquired the former Siemens complex there in 2012. Feld also maintains warehousing and merchandise distribution operations in Jessup, Maryland. The company is privately held and remains controlled by the Feld family. Ringling Bros. and Barnum & Bailey ended its traditional animal-based touring run in May 2017 after Feld cited declining attendance and high operating costs. A redesigned Ringling Bros. and Barnum & Bailey production returned in 2023 without animal acts, while the company continued operating its Center for Elephant Conservation. Feld therefore combines a historic circus legacy with a contemporary portfolio of licensed touring shows, motorsports events, consumer products, and experiential attractions.
History
Feld Entertainment traces its origins to 1967, when Irvin Feld, Israel Feld, and Roy M. Hofheinz acquired the Ringling Bros. and Barnum & Bailey Circus from the Ringling and North families. Although Broadway producers challenged the proposed transaction, the purchase was completed for $8 million. The new owners continued the circus as a major touring enterprise and expanded its production and promotional infrastructure. The company became publicly traded in 1969. In 1971, Mattel acquired its outstanding shares for stock, while Irvin Feld remained involved in managing and producing the circus. Mattel also pursued tourism-related opportunities near Walt Disney World, including the Circus World project in Haines City, Florida. In 1970, Kenneth Feld joined the business after completing college, beginning the next generation’s direct involvement. The Feld family reacquired the company from Mattel in 1982 for $22.8 million. The business had by then diversified into ice entertainment, including Holiday on Ice, Ice Follies, and Walt Disney’s World on Ice, as well as the Las Vegas production Beyond Belief. The family’s strategy increasingly relied on multiple touring units, international routing, television specials, licensing, and the ability to adapt productions to arenas, theaters, and smaller venues. Circus World was sold in 1984. A smaller Ringling touring unit, known as the Gold Unit, premiered in Japan in 1988 and was later routed to markets that could not support the largest circus configuration. The company’s live entertainment activities included theatrical projects and television-related productions. It was involved with productions such as Barnum and other stage projects, while Beyond Belief toured internationally in the late 1980s. In October 1996, Irvin & Kenneth Feld Productions adopted the Feld Entertainment name, formalizing the identity used for the company’s increasingly broad portfolio. The 2000s brought deeper family succession and significant licensing expansion. Kenneth Feld began transferring shares to his daughters in 2001. Nicole Feld joined the business that year and became the first female producer of the Ringling Bros. circus in 2004. Alana Feld joined in 2003, and both women later held executive vice president roles. Juliette Feld became chief operating officer in 2016. Feld also developed Disney Live! productions, beginning with a Winnie the Pooh show in 2004 and later adding Playhouse Disney, Disney Junior, Mickey Mouse, and other character-based formats. In 2008, Feld acquired Live Nation’s motorsports division. Monster Jam, Supercross, Arenacross, and the International Hot Rod Association gave the company a major non-circus event platform. Feld Motor Sports later launched Nuclear Cowboyz in 2010 and sold the International Hot Rod Association in 2012. The motorsports business remains associated with Monster Jam, AMA Supercross, and the SuperMotocross World Championship. Feld continued building international distribution through agreements with arena operators, including a 2011 promotion agreement with Zignia Live that brought Feld shows to venues in Mexico. In 2012, the company purchased a former Siemens complex in Ellenton, Florida, and moved much of its headquarters, production, and administrative activity there over several years. It also operates a large warehouse in Jessup, Maryland, for merchandise and souvenirs. The company expanded its licensed-property portfolio through Marvel Universe Live!, announced in 2013 and launched in 2014, and through a new Sesame Street Live relationship with Sesame Workshop announced in 2016. It also entered pop-up experiential entertainment, including a DreamWorks Trolls attraction announced in 2018. Other touring projects included Jurassic World Live Tour, Disney productions, and family-oriented shows based on film and television franchises. The traditional Ringling Bros. and Barnum & Bailey Circus closed in 2017. Feld cited declining attendance and high operating costs, while the retirement of the circus elephants was identified as one factor affecting attendance. The company continued operating its Center for Elephant Conservation. In 2023, a reimagined Ringling Bros. production returned without animal acts, linking the historic brand to a newer model of human performance and arena spectacle. Feld Entertainment remains a privately held, family-controlled producer of touring entertainment, motorsports, licensed shows, merchandise, and experiential attractions.
- 2023
Reimagined Ringling circus returns
[1]A new Ringling production opens without animal acts.
- 2017
Traditional Ringling circus closes
[1]The final performance of the traditional Ringling Bros. and Barnum & Bailey touring circus takes place on May 21.
- 2013
Marvel Universe Live! agreement announced
[1]Feld and Marvel Entertainment agree to develop a Marvel character-based arena show.
- 2012
Operations move toward Ellenton
[1]Feld purchases the Palmetto Corporate Center in Ellenton, Florida, for headquarters and production operations.
- 2010
Nuclear Cowboyz launches
[1]Feld Motor Sports introduces a new freestyle motocross arena production.
- 2008
Motorsports division acquired
[1]Feld acquires Live Nation’s motorsports properties, including Monster Jam and Supercross.
- 2004
Disney Live! begins
[1]Feld begins producing Disney Live! family touring productions, initially with a Winnie the Pooh show.
- 1996
Feld Entertainment name adopted
[1]The company changes its name from Irvin & Kenneth Feld Productions to Feld Entertainment.
- 1982
Feld family regains ownership
[1]The Felds buy the business back from Mattel.
- 1979
Feld acquires Holiday on Ice and Ice Follies
[1]Irvin and Kenneth Feld Productions purchases the two ice-show properties, accelerating diversification beyond circus.
Products and positioning
A large-scale live entertainment producer that turns globally recognizable family, sports, and popular-culture properties into touring shows, arena events, merchandise programs, and experiential attractions.
Circus and touring live entertainment · 1967
Ringling Bros. and Barnum & Bailey Circus
Feld’s foundational circus property was operated as a large-scale touring circus from 1967 until its traditional run ended in 2017. A redesigned production returned in 2023 without animal acts, emphasizing human performers and arena spectacle. The company also continued operating the Center for Elephant Conservation after the original touring circus closed.
Ice show · 1981
Disney on Ice
Originally presented as Walt Disney’s World on Ice, Disney on Ice is a touring skating-show platform produced under license from The Walt Disney Company. Productions combine figure skating, theatrical staging, music, costumes, and Disney characters, allowing the shows to travel internationally through arenas and large venues.
Motorsports event · 2008
Monster Jam
Monster Jam is Feld’s monster-truck competition and entertainment property. It combines vehicle competition, stunts, arena presentation, touring events, branded trucks, merchandise, and family-oriented spectacle. The property entered Feld’s portfolio through the 2008 acquisition of Live Nation’s motorsports division.
Motorsports championship · 2008
AMA Supercross
Feld’s supercross business presents professional indoor and stadium motorcycle racing, supported by event promotion, broadcast exposure, sponsorship, merchandising, and venue operations. It joined the company through the acquisition of Live Nation’s motorsports properties and is part of Feld’s continuing motorsports portfolio.
Motorsports championship
SuperMotocross World Championship
The SuperMotocross World Championship represents Feld’s involvement in the combined professional supercross and motocross competition ecosystem. It extends the company’s role from individual events into a broader championship structure spanning major forms of American motorcycle racing.
Licensed family touring show · 2004
Disney Live!
Disney Live! is a family touring-show platform featuring Disney characters and stories in theatrical arena and stage formats. Its productions have included Winnie the Pooh, Mickey Mouse, Playhouse Disney, Disney Junior, and related character combinations designed for interactive family audiences.
Licensed arena show · 2014
Marvel Universe Live!
Marvel Universe Live! is an arena-scale action production based on Marvel characters. The show uses stunt performance, special effects, choreographed combat, staging, and recognizable superheroes to translate Marvel’s screen and comic-book properties into a touring live format.
Licensed children’s touring show · 2017
Sesame Street Live
Sesame Street Live is Feld’s touring stage production based on Sesame Workshop’s children’s characters and educational entertainment brand. Feld and Sesame Workshop announced a new production relationship in 2016, with the replacement show debuting in 2017.
Licensed arena show · 2019
Jurassic World Live Tour
Jurassic World Live Tour adapts the Jurassic World film property into a touring arena production using performers, practical staging, creature effects, action sequences, and dinosaur characters. The show began touring in 2019 and was routed through regional markets in the United States.
Merchandising and concessions
Feld Consumer Products
Feld Consumer Products supports the company’s productions through concessions, souvenirs, merchandise, and distribution. Its warehouse operations in Jessup, Maryland, have been used to store and distribute products associated with Feld’s touring shows and events.
Marketing campaigns
- 2018DreamWorks Trolls: The Experience
New York City
Feld and Universal Brand Development agreed to develop mobile pop-up attractions, including an experiential Trolls property designed for an urban, temporary venue format.
Outcome. DreamWorks Trolls: The Experience opened in New York in October 2018.
- 2013Marvel Universe Live! launch campaign
United States · International
Feld developed an arena-tour marketing program around Marvel’s recognizable superhero properties. The Cimarron Group was hired in 2013 for media campaigns supporting Marvel Live and other Feld productions.
Outcome. Marvel Universe Live! premiered in 2014 and became part of Feld’s licensed arena-show portfolio.
Brand decisions
2023
Reintroduce Ringling as an animal-free productionGeneration changeBackground
Feld retained the historic circus brand after ending its traditional animal-based touring format.
Action taken
A reimagined Ringling Bros. and Barnum & Bailey show opened in Bossier City, Louisiana, without animal acts.
Aftermath
The decision repositioned Ringling around human performance and contemporary arena spectacle while preserving the legacy brand.
2017
Close the traditional Ringling Bros. and Barnum & Bailey CircusOtherBackground
Feld cited declining attendance and high operating costs. The retirement of the circus elephants was also identified as a factor in reduced attendance.
Action taken
Feld ended the traditional touring circus after its final performance on May 21, 2017.
Aftermath
The company continued the Center for Elephant Conservation and later reintroduced Ringling as a redesigned production without animal acts in 2023.
2016
Renew and restructure Sesame Street touring entertainmentStrategyBackground
Feld and Sesame Workshop sought a new touring production after the existing Sesame Street Live arrangement with VStar Entertainment Group was scheduled to end.
Action taken
The companies announced a new Sesame Street Live show planned to debut in October 2017.
Aftermath
The new production replaced the prior show and continued Feld’s licensed children’s entertainment strategy.
2013
Develop Marvel Universe Live!Product launchBackground
Feld was expanding its licensed-property strategy and sought an arena production capable of translating Marvel characters into live action.
Action taken
Feld agreed with Marvel Entertainment to produce a Marvel character-based live arena show.
Aftermath
Marvel Universe Live! premiered in 2014 and toured through June 2024 according to the reference material.
2012
Consolidate headquarters and production operations in FloridaStrategyBackground
Feld required a larger corporate and production base for its expanding touring, motorsports, and merchandise operations.
Action taken
The company purchased the Palmetto Corporate Center in Ellenton, Florida, and moved most operations and its world headquarters there over several years.
Aftermath
Ellenton became the company’s principal headquarters and production center, while merchandise warehousing continued in Jessup, Maryland.
2008
Acquire Live Nation’s motorsports divisionM&ABackground
Feld sought to expand beyond family touring shows and circus-related properties into recurring stadium and arena sports entertainment.
Action taken
The company acquired Live Nation’s motorsports properties, including Monster Jam, Supercross, Arenacross, and IHRA.
Aftermath
Motorsports became a major Feld business, while IHRA was later sold and new productions such as Nuclear Cowboyz were introduced.
Sources1 sources
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