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Creator of Ice Creative Entertainment Shares Unique Perspective for Performers

Updated: Aug 23, 2018

Alex Wilfand is a former professional ice skater and the creator of Ice Creative Entertainment, also known as I.C.E. I.C.E. provides ice and stage shows for venues like Disney Parks & Resorts, Ferrari World Abu Dhabi, The Ritz Carlton, & Dolly Parton to name a few. With his awesome sizzler video reels and constant casting calls, you know he is up to something good. Alex first started skating when he was 10 years old and worked hard to move his way up the ranks. He is passionate about fair treatment and respect for all performers as working professionals. He offers some great insight on men in figure skating and setting entrepreneurial goals.


Tell us a bit about I.C.E. and the goals when creating this business.

Alex: I.C.E is a new age ice and stage show company creating bespoke entertainment offerings to virtually any venue anywhere in the world. I created I.C.E because after previously working for other companies, I wanted to create a company that truly respects their performers as artists and is known for a family atmosphere.


How do you see the future of professional ice shows?

Alex: I always want to see professional ice shows more mainstream. I feel like the ice show world is slowly moving back into that direction.


What are ways you believe professional skaters and performers may be mistreated as working professionals?

Alex: Witnessing it first hand as a performer; I felt like just a number and not of any true value. At I.C.E, we truly strive to make a positive, light hearted work environment for our performers. I know you cannot please every performer, but I try my very best to put performers salaries, housing, scheduling, and overall care number one always. I always think about that saying "Happy wife = happy life". When performers are treated better, they work better.


What are specific ways I.C.E. has consciously created a more family-friendly environment and overall better treatment for skaters?

Alex: We always welcome our casts with a "rehearsal recover bag" which usually includes items that can help during long rehearsal days such as power bars, personalized water bottles, I.C.E clothing, Icy hot, and Emergen-c vitamins. Its important to me to make sure the new cast is comfortable and knows they are in good hands upon their arrival to their contracts.


Could you shed some light on the life of a performing ice skater and some misconceptions.

Alex: I think the biggest misconception is the pay. I was always asked as a performer "wow you must make so much money?!"- Yes we make money but we aren't paid like basketball players. At I.C.E we do our very best to pay top dollar when we can. I also appreciate performers who appreciate passion over pennies. We want to work with people that of course do it to pay their bills but also because they love performing and have passion about what they do!


What do you look for when casting skaters?

Alex: Attitude trumps talent for me. I like to hire professionals that have a positive attitude on and off the ice.


What advice do you have for men in the sport of figure skating?

Alex: As a man in a sport driven more by women, you have the opportunity to make it far! Work hard and never give up because if you do, you have a bigger