About

Iconic was born from our passion for travel, adventure, and discovery. Nothing gets us as excited as unleashing the potential of underperforming attractions. Iconic’s turnaround toolkit has everything you need to create, connect, and fund a transformative new vision for the destinations that make your city great. From strategy to capital planning to execution, we’ve been there, done that, and can do it for your city, too.

We remember the way the world felt when we were young — vast, magical, full of possibility and the potential for adventure.We want to share that sense of awe and wonder with everyone we meet. We want to move people to the outer edge of their comfort zone and into this amazing world that’s waiting to be explored. We want them to feel safe, knowing that they can depend on Iconic to deliver a consistently extraordinary experience.

Zoos today are challenged by shifting attitudes, competition, and budget priorities. They are essential conservation tools and community assets that have the potential to be drivers of economic growth and centers of learning and inspiration. What is the proper role of government in this equation?

The skills I honed in corporate America and delivered as Director of the San Diego Zoo demonstrate an ideal of excellence and value to its stakeholders.

The desire to help other institutions reach that goal led me to start Iconic Attractions Group to answer that question. Iconic brings an unmatched corporate team to support and optimize the unique mission of your zoo. We will select the best people from our worldwide network of talent to work with your institution and support them with systems, resources and oversight that are the envy of the attraction industry.

We offer professional management with absolute accountability to government and nonprofit boards – allowing them to assume their proper role of oversight -- not operating an attraction. Iconic guarantees mission delivery and financial results.

John Dunlap
CEO and Founder

-Before establishing Iconic Attractions Group, Dunlap was the Director of the San Diego Zoo, leading a team of thousands at the largest and most respected conservation organization on earth. During his five years at the helm of the zoo, Dunlap drove growth in membership and visitation achieving record program revenue by focusing on guest experience.