Universal Destinations & Experiences Appoints Bates for Global Position

Universal Destinations & Experiences has welcomed Donna Mirus Bates into the role of global franchise strategy officer, where she will oversee franchise management and strategic partnerships. Reporting directly to Vince Klaseus, president of UDX franchise, products, and partnerships, Bates’s responsibilities include leading global franchise strategy across UDX’s assortment of intellectual properties. Her focus will be on molding long-term franchise roadmaps and partnerships that drive growth across theme parks, consumer products, and experiential platforms.

In partnership with the Universal Entertainment Franchise team, as well as creative, commercial, and destination partners, Bates will aim to unlock more franchise value through strategic alignment, innovation, and brand stewardship across UDX.

This appointment comes as Universal’s theme parks continue to expand and generate substantial revenue growth, with Epic Universe in Florida celebrating a successful year of enthusiastic crowds. Klaseus expressed his confidence in Bates, noting that she brings a wealth of experience in franchise vision, partnership expertise, and brand-building skills, having played a vital role in launching some of Universal’s most ambitious franchises and destination experiences.