My teenage daughter, an unabashed figure-skating obsessive, clued me into Stars on Ice, though judging by the sold-out arenas, she was far from alone. Part athletic feat, part theatrical spectacle, the 40th anniversary tour has helped rekindle a kind of ice-skating fever in America, drawing longtime devotees and travelers turning performances into weekend getaways.

Increasingly, fans are following the tour the way music lovers follow concert circuits, hopping between cities for repeat fixes. “Fans are treating it more like a concert tour,” producer Byron Allen told me. He noted that some spectators now travel from Florida to the Carolinas to catch multiple performances, while others cross borders between the U.S. and Japan to see different casts perform. It’s a dramatic evolution for a show Allen founded in 1986 and one that has helped position Stars on Ice as a travel-worthy live event in its own right.

Fresh off one of Team USA’s strongest Winter Olympic showings ever, the timing feels especially electric. I spoke with Allen about the tour’s 40th anniversary, the rise of destination-style fandom, and how Stars on Ice is helping bring figure skating’s momentum to new audiences.

This is the 40th anniversary tour for Stars on Ice. What started in the U.S. has grown into tours in multiple countries annually. How do you think about the tour’s legacy and its place in figure skating culture?

As the only star-driven figure skating tour for at least the past decade and a half, Stars on Ice has become synonymous with the sport outside of competition. If you’re a figure skating fan, you know what Stars on Ice is.

More importantly, it’s where fans can experience the sport in a completely different way. They come to see their favorite skaters not just competing, but performing, individually and together. We’ve always believed the whole is greater than the sum of the parts, and that’s what audiences feel when they come to the show.

What does the Stars on Ice brand mean to fans today?

It’s the place where you can see the best skaters in the world in a more personal, entertaining environment. You’re not watching scores, you’re watching artistry, personality, and collaboration.

It’s also an experience. Fans know they’re going to see world-class talent, but they’re also going to be entertained in a way that goes beyond competition.

Stars on Ice travels across North America rather than staying in one place. How has that touring model helped reignite interest in figure skating in cities that might not otherwise experience it live?

We’re really the primary touchpoint for live figure skating in many markets.

In the U.S. and Canada, there are only a couple of major competitions each year. Outside of those, fans don’t have many opportunities to see these athletes in person. We bring the sport directly to them, and that’s incredibly important for maintaining and growing interest.

Are you seeing fans travel between cities to catch multiple performances, similar to how people follow concert tours or major sporting events?

We are, and more this year than we’ve seen in a while.

In Canada, that’s always been common because of how close some of the cities are. But this year in the U.S., we’ve had fans attend shows in Florida and then travel to the Carolinas to see the tour again. They’re treating it more like a concert tour, which is exciting to see.

With stops like UBS Arena, how does the choice of venue shape the experience for fans, especially those turning the show into a day or weekend trip?

Today’s arenas are designed to be destinations. They want fans to spend the day there, and they’ve enhanced everything from food to in-venue experiences to make that happen.

From our side, we’ve built a full-day experience around the show. Fans can arrive early for pre-show warmups, attend meet-and-greets, explore merchandise, and engage with the event in different ways before the performance even begins.

At the same time, we’re performing in cities that are already travel destinations. Whether it’s New York, Boston, or even smaller markets like Hershey, there’s a natural opportunity for fans to turn the show into part of a broader weekend experience.

Have certain cities or regions stood out in terms of demand, where the performances are starting to feel like destination events?

Yes, particularly the Northeast and the West Coast.

Cities like Boston, Saint Paul and San Jose have always had strong ties to figure skating, whether through major competitions or as training hubs. There’s a built-in audience there, and those markets tend to attract fans from surrounding areas as well.

For someone planning a trip around Stars on Ice, what kind of experience do you hope they build around the show? Do you see it as the centerpiece of a larger weekend that includes dining, culture, and entertainment?

We absolutely see the show as the centerpiece of a larger experience.

Over time, we’ve expanded the number of ways fans can engage with the tour, from pre-show access to Q&As to meet-and-greets. The goal is to deepen that connection and give fans more ways to interact with the skaters and the sport. It’s not just a performance anymore, it’s a full experience.

The lineup includes Olympic and world champions. How important is that level of talent in motivating fans to travel for a performance?

It’s everything.

Stars on Ice has always been synonymous with the best in figure skating, not just top competitive skaters, but also elite performers. Fans expect to see world champions, Olympic medalists, and the most compelling personalities in the sport.

What makes it special is how that talent is presented. It’s not just athleticism, it’s artistry and showmanship. The experience goes beyond competition and starts to feel closer to a Broadway production on ice.

Have you noticed a ripple effect in local skating communities, whether that is increased interest in rinks, lessons, or youth programs in the cities you visit?

Yes, and especially in Olympic years.

By working with organizations like U.S. Figure Skating, our goal is to help increase interest in figure skating, and that interest has increased significantly. The athletes coming out of the Olympics are incredible ambassadors for the sport. Stars on Ice takes that to the next level.

We work closely with local skating communities and clubs in each market. We have Learn to Skate booths on the concourse in each city, and we promote the local programs at each show. It is important to recognize and connect with young figure skaters as they are the foundation and the future of the sport.

Looking ahead, do you see opportunities to expand the tour’s reach, whether internationally or through more immersive experiences for traveling fans?

Domestically, we see opportunities to expand the number of dates as interest continues to grow. Internationally, there are markets where Stars on Ice could expand further, places like Korea or parts of Europe, where figure skating has a strong following.

We’re also continuing to enhance the fan experience. That’s been a major focus, finding new ways to make the event more immersive and engaging for audiences.

Is there any international crossover—fans traveling between countries to see the tour?

Yes, particularly between the U.S. and Japan.

We’ve seen increased interest from U.S. fans looking to attend shows in Japan, especially when the cast includes both top North American and Japanese skaters. And Japanese fans have long traveled to the U.S. and Canada for performances.

Part of that is the appeal of the destination, but part of it is the unique lineup and the opportunity to see these athletes perform together.

What makes this year’s tour stand out?

This is our biggest and best-selling tour in two decades.

We’re playing more shows across the U.S., Canada, and Japan than we have in years, and the response has been incredible. We’re also seeing record merchandise sales, which is a strong indicator of how engaged fans are—they want to take a piece of the experience home with them.

It all points to one thing: the excitement coming out of the Olympics isn’t fading, it’s growing. And Stars on Ice is helping carry that momentum forward.

This article was originally published on Forbes.com