Feld Entertainment CEO Juliette Feld Grossman is continuing a nearly six-decade family legacy while focusing on new ways to attract audiences to the Manatee County-based entertainment company.
Feld Grossman, 42, became CEO in 2024, succeeding her father, Kenneth Feld, who led the company for 40 years and now chairs its board. She joined Feld Entertainment in 2010 as director of strategic planning and became chief operating officer in 2016.
The company was founded in 1967 after her grandfather, Irvin Feld, acquired Ringling Bros. and Barnum & Bailey. Feld Entertainment moved its headquarters from Virginia to Palmetto in 2013.
Today, the company produces Disney on Ice, Ringling Bros. and Barnum & Bailey, Monster Jam and Monster Energy AMA Supercross. Disney on Ice has attracted an estimated 320 million fans in 74 countries during its 45-year history.
Feld Grossman has emphasized using audience feedback to guide changes to the company’s productions. One example is Monster Jam, where efforts have focused on expanding what was once a predominantly male audience to more families, children and female fans.
The strategy helped lead to Sparkle Smash, a pink and purple unicorn-themed Monster Jam toy introduced through a partnership with Spin Master in 2019. Its popularity resulted in a full-size, six-ton Sparkle Smash monster truck debuting in 2024.
Feld Grossman also helped develop Monster Jam University, which trains drivers and has focused on bringing more women and athletes from diverse backgrounds into the sport.
Feld Entertainment is also reaching audiences beyond its arenas through livestreaming, social media, merchandise and collaborations with entertainers and digital creators.
Feld Grossman now leads more than 2,000 employees worldwide, including about 450 full-time corporate employees. As Feld Entertainment approaches 60 years in business, the company continues to rely on audience feedback and experimentation to shape the next generation of its live entertainment.
