December 18, 2025 • 10 mins
Family-owned-and-operated Feld Entertainment is a leading producer and presenter of live touring family entertainment experiences. The company's properties include Ringling Bros. and Barnum & Bailey, Monster Jam, Disney On Ice, Monster Energy AMA Supercross, and the SuperMotocross World Championship. Across the brand portfolio, Feld Entertainment has entertained millions of families in more than 80 countries and on six continents.
Juliette Feld Grossman is just the third CEO in Feld Entertainment's nearly six-decade history. She discusses consumer appetite for large-scale live entertainment as well as the company's big plans for 2026. Juliette speaks with Carol Massar and Tim Stenovec on Bloomberg Businessweek Daily.
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Speaker 1 (00:02):
Bloomberg Audio Studios, Podcasts, radio news. This is Bloomberg Business
Week with Carol Masser and Tim Steneveek on Bloomberg Radio.
Speaker 2 (00:14):
Carol, do you remember a couple of weeks ago we
spoke about the Tiger Global Alum. His firm is betting
on prying people off their screens. Yes, money goes to travel,
live events, fitness of spectator sports.
Speaker 3 (00:25):
Right, and he's thinking about that in terms of investment places.
Speaker 2 (00:27):
Yeah, anybody's focused on.
Speaker 4 (00:28):
Yeah, so live events definitely our next guest focus our
companies behind the Ringling Brothers and Barnumum Barnum and Belly
Monster Jam, also Disney and Ice Monster Energy.
Speaker 3 (00:39):
I don't even know all of these things.
Speaker 2 (00:41):
Am A Supercross and.
Speaker 3 (00:42):
The Supermotocross World Championship.
Speaker 5 (00:44):
Broom.
Speaker 3 (00:45):
Come on, Carol, says, the dad of a little boy.
Speaker 2 (00:48):
We're talking about. Feld Entertainment's family owned and operated. Here
with us now is Juliette feld Grossman, Ceofeled Entertainment. She
joins us from Florida. Julie, welcome, good to have you
on the program. Multiple Events eighty Country six Nance. You've
got a great view of the consumer hou's business.
Speaker 5 (01:05):
Thanks so much for having me on. So, as you mentioned,
we represent a number of different properties, Ringling Brothers, barn
Bailey Circus, Monster Jam, Super Motocross, and Disney on Ice,
and across all of those properties we do about two thousand,
eight hundred performances per year and two hundred and forty
cities performing to about fourteen million audience members. And so
(01:32):
we obviously see the economy from a lot of different
vantage points, and we are in many different territories worldwide.
I can tell you what we're seeing right now in
the US is really a tale of two economies which
is playing out across a number of other industries as well.
So we see the affluent consumer who's you know, excited
to spend on VIP experiences, on merchandise, all of the
(01:56):
plussing up they can get. And then of course we
see you know, lower middle income consumers having a harder time,
less discretionary income due to other costs in their lives.
And so our focus is always on a very wide
and diverse, you know, economic spectrum. So we put a
lot of effort into reaching across that spectrum to customers
(02:21):
and offering a variety of price points and reaching them
through different marketing strategies to let them know that we're
here and that we have we have all those options available.
Speaker 3 (02:32):
So, well, who do you think your customer is?
Speaker 4 (02:34):
And I am I'm looking like at Barnumum, Ringling Brothers
and Barnum and Balley Circus tickets for the Barkley Center
in twenty twenty six, and I'm just kind of scrolling
up right now, I'm at tickets that are ninety five
ninety nine.
Speaker 2 (02:47):
Are you a reseller, Carol? Or are you Are you going.
Speaker 4 (02:50):
To conactly event ticketscenter dot com?
Speaker 3 (02:54):
Is that aseller?
Speaker 5 (02:55):
Well, we hope you'll go you, we hope you'll buy direct.
Speaker 4 (02:59):
That is a re all right, So talk to us
about your pricing here, all right, I'm going to your site.
Speaker 3 (03:03):
Sorry, Google, talking another wrong place. I'm blaming on Google.
Speaker 5 (03:06):
So in the venue, we've got thousands of seats, so
based on you know, how close you are, what position
you are, you know inside the venue, we offer different
pricing and in some cases we may also have different
experiences connected to you know, different priced tickets. And so
where we have you know, front row tickets at a
(03:29):
at a higher price point, we also have tickets that
are higher up in the venue at more affordable ticket prices.
But what I will say is, you know somebody who's
been producing these shows for many years now. We always
look to say, how can we make sure we have
a great experience for everybody who comes to our shows.
So we look at the quality of the production from
(03:51):
many different vantage points as we're developing it so that
no matter where you sit, you and your family have
that great experience, you take home those memories and hopefully
you come back many more times.
Speaker 2 (04:03):
So in terms of the portfolio that you have, we're
showing a lot of footage from Ringling Brothers and Barnum
and Bailey right now, but you also do Disney on Ice,
you do motocross events, monster truck stuff. The portfolio in
terms of where revenue comes from, how is it divided?
Speaker 5 (04:20):
Well, we have many different tours, so by volume, we
have eight tours of Disney on Ice that travel globally.
We have five tours of Monster Jam, We have one
tour of Super Motocross at thirty one events across the
season that is also broadcast live, and then we have
one tour of Ringling Brothers, Barnman and Bailey. But we're
(04:42):
very diversified in terms of our consumer touch points. So
we also have a merchandise business that accompanies all of
our tours. We have a very strong licensing program across
our owned properties. We also have media and broadcast rights
associated with some of our properties too, Bloomberg.
Speaker 2 (05:00):
So we love numbers, but your private family health company,
can you just give us an idea of size of
revenue in twenty twenty five or twenty twenty four for example.
Speaker 5 (05:10):
We are privately held, so we don't disclose that information.
Is it growing, Yes, it is growing. And one of
the things that we've strategically been working on is, you know,
we've been a company and business that's about that special day,
that day you get to come to our event. And
now we're increasingly working on building that three hundred and
(05:31):
sixty five day presence with our customers, building out a
more franchise oriented strategy. So with Monster Jam, we since
twenty twenty we've been the number one vehicle licensed worldwide,
that's according to Sircana, And so we have a very
robust retail program with Walmart, target Amazon, not only in
(05:52):
the US but globally. With super Motocross, we are on
NBC and Peacock with our live podcast. We also have
a video pass that goes to over one hundred and
forty countries and that's a subscription. So we have a
lot of different ways in which we're reaching consumers. We're
building out those touch points so that we continue to
(06:14):
stay with them all year round and be shop of mind.
Speaker 3 (06:17):
I'm curious your portfolio. How do you expand it? What
would you like to add to it?
Speaker 5 (06:24):
Well, we're always looking at new opportunities. We continue to
look at new ip because we are both a property
owner and then we also license, and then we're also
looking at new ways of growing. Along with the relaunch
of Ringling Brothers Barnman Bailey in twenty twenty three, this fall,
we launched a Ringling Kids channel, so we're developing premium
(06:47):
kids content and a slate of characters that are introducing
the circus arts and a lot of humor and circus
talent into families. And so we're looking there at building
out more retail product line. We're building out media partnerships
around that, and so we look at expanding our reach
in that way and with Monster Jam as well, we
(07:09):
have you know, a number of media opportunities underway and
we're excited to be growing not only our number of properties,
but also the ways in which we're connecting with consumers
and the monetization of those channels.
Speaker 2 (07:22):
Hey, on the circus side of things, you've you produced
the circus for years. I've always wondered where you find
these performers and how you find these performers.
Speaker 4 (07:31):
It is its thinking about Juliet. You know, if this
gig doesn't work out.
Speaker 2 (07:35):
Yeah, that's how flexible are you? Yeah that chap is
sales not flexible enough, But you know, is it like
this is the major leagues are the farm teams, the
regional stuff all over the world, and you basically have
scouts go and you find them that way.
Speaker 5 (07:53):
We have an in house casting and talent team who
travel all over the world and they're visiting the circus festival,
they're visiting schools. They're also in touch with a network
of coaches and families and talent that they know. So
we are sometimes looking at, you know, acts that are
(08:13):
already developed and created, but we're often creating our own
acts based on ideas we have for something that you know,
the audience has never seen before. What we always want
to do is surprise people and bring them something that
they haven't seen in a really new and exciting way.
So with this new production of Ringling Brothers, we are
so excited. We have a bike troop from China that
(08:36):
has never been to us before, and they're doing incredible
acrobatics on bikes, including at the very end of the
performance they have you know, about ten people riding on
bicycles and then one performer who runs across the backs
of all the people on the bicycles.
Speaker 3 (08:53):
It is unbelievable. It has never been I did go to.
Speaker 2 (08:57):
An amazing, an amazing circus in China.
Speaker 3 (09:00):
Okay, I heard that. I was gonna say, Juliette, you
know Tim does ride bike. So I'm just saying like
there is.
Speaker 4 (09:06):
On a serious note, you know, I think about circuses
and acrobats and performers and different things, and a lot
of times it comes from you know, individuals who are
from outside the United States.
Speaker 3 (09:19):
Immigration. How have you been impacted by immigration?
Speaker 5 (09:24):
We are fortunate we have a very good team here
who work on immigration. But we have performers from seventeen
different countries and it is quite challenging. So we do
work very far ahead of time to ensure we can
bring our performers in and the sometimes there are there
(09:45):
are challenges in doing that. This time we were fortunate
that we're able to ring in everybody that we wanted
to be a part of this show. But I can
tell you in our last production, we had, you know,
a group of male comedians from the Ukraine, and we
actually had to get a special notice from the Ukrainian
Department of Defense to allow them to be a part
(10:08):
of Ringling because they were not part of military service then.
So we you know, we work very hard to work
to bring the best performers here and I think that's
something that really makes us stand out. Because we have
this infrastructure to support what we're doing, we can bring
in the best performers. We have a lot of experience
(10:29):
and a lot of credibility as the greatest on earth.
Speaker 4 (10:33):
Well, really great to get some time with you. So
appreciate and hopefully we can get you back in the
new year. Good luck with the holiday season. Really great
to have with us. Juliet Feld Grossman, she's chief executive
officer of Feled Entertainment, joining us on this Tuesday from Florida,
Bloomberg Audio Studios, Podcasts, radio news. This is Bloomberg Business
Week with Carol Masser and Tim Steneveek on Bloomberg Radio.
Speaker 2 (00:14):
Carol, do you remember a couple of weeks ago we
spoke about the Tiger Global Alum. His firm is betting
on prying people off their screens. Yes, money goes to travel,
live events, fitness of spectator sports.
Speaker 3 (00:25):
Right, and he's thinking about that in terms of investment places.
Speaker 2 (00:27):
Yeah, anybody's focused on.
Speaker 4 (00:28):
Yeah, so live events definitely our next guest focus our
companies behind the Ringling Brothers and Barnumum Barnum and Belly
Monster Jam, also Disney and Ice Monster Energy.
Speaker 3 (00:39):
I don't even know all of these things.
Speaker 2 (00:41):
Am A Supercross and.
Speaker 3 (00:42):
The Supermotocross World Championship.
Speaker 5 (00:44):
Broom.
Speaker 3 (00:45):
Come on, Carol, says, the dad of a little boy.
Speaker 2 (00:48):
We're talking about. Feld Entertainment's family owned and operated. Here
with us now is Juliette feld Grossman, Ceofeled Entertainment. She
joins us from Florida. Julie, welcome, good to have you
on the program. Multiple Events eighty Country six Nance. You've
got a great view of the consumer hou's business.
Speaker 5 (01:05):
Thanks so much for having me on. So, as you mentioned,
we represent a number of different properties, Ringling Brothers, barn
Bailey Circus, Monster Jam, Super Motocross, and Disney on Ice,
and across all of those properties we do about two thousand,
eight hundred performances per year and two hundred and forty
cities performing to about fourteen million audience members. And so
(01:32):
we obviously see the economy from a lot of different
vantage points, and we are in many different territories worldwide.
I can tell you what we're seeing right now in
the US is really a tale of two economies which
is playing out across a number of other industries as well.
So we see the affluent consumer who's you know, excited
to spend on VIP experiences, on merchandise, all of the
(01:56):
plussing up they can get. And then of course we
see you know, lower middle income consumers having a harder time,
less discretionary income due to other costs in their lives.
And so our focus is always on a very wide
and diverse, you know, economic spectrum. So we put a
lot of effort into reaching across that spectrum to customers
(02:21):
and offering a variety of price points and reaching them
through different marketing strategies to let them know that we're
here and that we have we have all those options available.
Speaker 3 (02:32):
So, well, who do you think your customer is?
Speaker 4 (02:34):
And I am I'm looking like at Barnumum, Ringling Brothers
and Barnum and Balley Circus tickets for the Barkley Center
in twenty twenty six, and I'm just kind of scrolling
up right now, I'm at tickets that are ninety five
ninety nine.
Speaker 2 (02:47):
Are you a reseller, Carol? Or are you Are you going.
Speaker 4 (02:50):
To conactly event ticketscenter dot com?
Speaker 3 (02:54):
Is that aseller?
Speaker 5 (02:55):
Well, we hope you'll go you, we hope you'll buy direct.
Speaker 4 (02:59):
That is a re all right, So talk to us
about your pricing here, all right, I'm going to your site.
Speaker 3 (03:03):
Sorry, Google, talking another wrong place. I'm blaming on Google.
Speaker 5 (03:06):
So in the venue, we've got thousands of seats, so
based on you know, how close you are, what position
you are, you know inside the venue, we offer different
pricing and in some cases we may also have different
experiences connected to you know, different priced tickets. And so
where we have you know, front row tickets at a
(03:29):
at a higher price point, we also have tickets that
are higher up in the venue at more affordable ticket prices.
But what I will say is, you know somebody who's
been producing these shows for many years now. We always
look to say, how can we make sure we have
a great experience for everybody who comes to our shows.
So we look at the quality of the production from
(03:51):
many different vantage points as we're developing it so that
no matter where you sit, you and your family have
that great experience, you take home those memories and hopefully
you come back many more times.
Speaker 2 (04:03):
So in terms of the portfolio that you have, we're
showing a lot of footage from Ringling Brothers and Barnum
and Bailey right now, but you also do Disney on Ice,
you do motocross events, monster truck stuff. The portfolio in
terms of where revenue comes from, how is it divided?
Speaker 5 (04:20):
Well, we have many different tours, so by volume, we
have eight tours of Disney on Ice that travel globally.
We have five tours of Monster Jam, We have one
tour of Super Motocross at thirty one events across the
season that is also broadcast live, and then we have
one tour of Ringling Brothers, Barnman and Bailey. But we're
(04:42):
very diversified in terms of our consumer touch points. So
we also have a merchandise business that accompanies all of
our tours. We have a very strong licensing program across
our owned properties. We also have media and broadcast rights
associated with some of our properties too, Bloomberg.
Speaker 2 (05:00):
So we love numbers, but your private family health company,
can you just give us an idea of size of
revenue in twenty twenty five or twenty twenty four for example.
Speaker 5 (05:10):
We are privately held, so we don't disclose that information.
Is it growing, Yes, it is growing. And one of
the things that we've strategically been working on is, you know,
we've been a company and business that's about that special day,
that day you get to come to our event. And
now we're increasingly working on building that three hundred and
(05:31):
sixty five day presence with our customers, building out a
more franchise oriented strategy. So with Monster Jam, we since
twenty twenty we've been the number one vehicle licensed worldwide,
that's according to Sircana, And so we have a very
robust retail program with Walmart, target Amazon, not only in
(05:52):
the US but globally. With super Motocross, we are on
NBC and Peacock with our live podcast. We also have
a video pass that goes to over one hundred and
forty countries and that's a subscription. So we have a
lot of different ways in which we're reaching consumers. We're
building out those touch points so that we continue to
(06:14):
stay with them all year round and be shop of mind.
Speaker 3 (06:17):
I'm curious your portfolio. How do you expand it? What
would you like to add to it?
Speaker 5 (06:24):
Well, we're always looking at new opportunities. We continue to
look at new ip because we are both a property
owner and then we also license, and then we're also
looking at new ways of growing. Along with the relaunch
of Ringling Brothers Barnman Bailey in twenty twenty three, this fall,
we launched a Ringling Kids channel, so we're developing premium
(06:47):
kids content and a slate of characters that are introducing
the circus arts and a lot of humor and circus
talent into families. And so we're looking there at building
out more retail product line. We're building out media partnerships
around that, and so we look at expanding our reach
in that way and with Monster Jam as well, we
(07:09):
have you know, a number of media opportunities underway and
we're excited to be growing not only our number of properties,
but also the ways in which we're connecting with consumers
and the monetization of those channels.
Speaker 2 (07:22):
Hey, on the circus side of things, you've you produced
the circus for years. I've always wondered where you find
these performers and how you find these performers.
Speaker 4 (07:31):
It is its thinking about Juliet. You know, if this
gig doesn't work out.
Speaker 2 (07:35):
Yeah, that's how flexible are you? Yeah that chap is
sales not flexible enough, But you know, is it like
this is the major leagues are the farm teams, the
regional stuff all over the world, and you basically have
scouts go and you find them that way.
Speaker 5 (07:53):
We have an in house casting and talent team who
travel all over the world and they're visiting the circus festival,
they're visiting schools. They're also in touch with a network
of coaches and families and talent that they know. So
we are sometimes looking at, you know, acts that are
(08:13):
already developed and created, but we're often creating our own
acts based on ideas we have for something that you know,
the audience has never seen before. What we always want
to do is surprise people and bring them something that
they haven't seen in a really new and exciting way.
So with this new production of Ringling Brothers, we are
so excited. We have a bike troop from China that
(08:36):
has never been to us before, and they're doing incredible
acrobatics on bikes, including at the very end of the
performance they have you know, about ten people riding on
bicycles and then one performer who runs across the backs
of all the people on the bicycles.
Speaker 3 (08:53):
It is unbelievable. It has never been I did go to.
Speaker 2 (08:57):
An amazing, an amazing circus in China.
Speaker 3 (09:00):
Okay, I heard that. I was gonna say, Juliette, you
know Tim does ride bike. So I'm just saying like
there is.
Speaker 4 (09:06):
On a serious note, you know, I think about circuses
and acrobats and performers and different things, and a lot
of times it comes from you know, individuals who are
from outside the United States.
Speaker 3 (09:19):
Immigration. How have you been impacted by immigration?
Speaker 5 (09:24):
We are fortunate we have a very good team here
who work on immigration. But we have performers from seventeen
different countries and it is quite challenging. So we do
work very far ahead of time to ensure we can
bring our performers in and the sometimes there are there
(09:45):
are challenges in doing that. This time we were fortunate
that we're able to ring in everybody that we wanted
to be a part of this show. But I can
tell you in our last production, we had, you know,
a group of male comedians from the Ukraine, and we
actually had to get a special notice from the Ukrainian
Department of Defense to allow them to be a part
(10:08):
of Ringling because they were not part of military service then.
So we you know, we work very hard to work
to bring the best performers here and I think that's
something that really makes us stand out. Because we have
this infrastructure to support what we're doing, we can bring
in the best performers. We have a lot of experience
(10:29):
and a lot of credibility as the greatest on earth.
Speaker 4 (10:33):
Well, really great to get some time with you. So
appreciate and hopefully we can get you back in the
new year. Good luck with the holiday season. Really great
to have with us. Juliet Feld Grossman, she's chief executive
officer of Feled Entertainment, joining us on this Tuesday from Florida,
Hosts And Creators
Tim Stenovec
Carol Massar
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