Donna Mirus Bates Promoted At Universal Destinations & Experiences

Amid a period of huge growth for Universal Destinations & Experiences, the Comcast NBCUniversal unit has appointed Donna Mirus Bates to the position of Global Franchise Strategy Officer. In the role, she will oversee franchise management & strategic partnerships for the company’s theme parks, resorts, merchandise and entertainment experiences. She reports to Vince Klaseus, President of UDX Franchise, Products & Partnerships.

Comcast NBCUniversal opened the 750-acre Epic Universe just over a year ago in Orlando. Earlier this month, it announced plans to spend $8B on a 476-acre UK theme park expected to complete by 2031. It also has regional attractions such as Horror Unleashed, which opened recently in Las Vegas, another such park planned for Chicago and the on-the-way Universal Kids Resort, which includes themed lands and a 300-room hotel.

In her new role, Bates will “lead franchise strategy across Universal Destinations & Experiences’ global portfolio of intellectual properties, shaping long-term franchise roadmaps and partnerships that drive growth across theme parks, consumer products, and experiential platforms worldwide. Working in close collaboration with Universal Entertainment Franchise team, creative, commercial, and destination partners, she will focus on unlocking the full lifecycle value of franchises through strategic alignment, innovation, and disciplined brand stewardship across Universal Destinations & Experiences (UDX).”

Bates has led or contributed to some of the most significant UDX launch campaigns of the past 20 years, including the Wizarding World of Harry Potter around the world, Volcano Bay, Universal Beijing Resort and most recently Universal Epic Universe.

The opening of the latter helped Theme Parks profit surge an eye-popping 33% in Q1 2026 to $551 million on revenue up 24% to $2.3 billion.

“Donna brings an extraordinary combination of franchise vision, partnership expertise, and deep brand-building experience,” said Vince Klaseus, President of UDX Franchise, Products & Partnerships. “She has played a pivotal role in delivering some of our most ambitious franchise and destination launches, and her strategic leadership will be critical as we continue to scale our global franchises in more integrated and impactful ways.”

Bates most recently led Marketing Partnerships & Communications for UDX, overseeing global connectivity and consistency across franchise partnerships, public relations, content marketing, global promotions and brand assurance in collaboration with teams in Orlando, Hollywood, Japan, and Beijing.