Gaylord Hotels is kicking off the festive season early, announcing that its signature ICE! holiday attraction will once again transform six U.S. resorts into frozen wonderlands. Beginning in November, travelers can step inside walk-through exhibits-kept at a brisk 9 °F-where more than two million pounds of hand-carved ice depict classic Christmas stories, complete with LED lighting, immersive tunnels, and two-story slides. New Cirque-style shows, character dining, and snow-filled activities round out a lineup designed to keep families entertained from morning cocoa to the nightly tree-light shows.
Key Points
- Why it matters: ICE! drives winter occupancy and Destination Travel at six major resorts.
- 40 artisans from Harbin, China carve 6,000 ice blocks into 20,000-sq-ft exhibits.
- Stories span A Charlie Brown Christmas to Elf and Frosty the Snowman.
- New "POMP, SNOW & CIRQUEumstance" debuts at Opryland and Palms.
- Early-bird packages and VIP "Chill Pass" perks are now on Sale.
Snapshot
Launched in 2001, ICE! has become a bucket-list holiday experience for U.S. travelers seeking theme-park-level spectacle without leaving their Hotel. Each resort installs 10-plus theatrical scenes, two-story ice slides, and complimentary blue parkas so guests can linger comfortably in sub-freezing temperatures. Beyond the ice sculptures, Gaylord Hotels layers on ice tubing hills, indoor snowball arenas, elf craft workshops, and synchronized atrium light shows. Ticket-only and overnight packages both grant access, with overnight guests receiving line-skipping privileges and bundled activity discounts. Limited-time "plan early & save" deals are available now.
Background
Gaylord Hotels, a Marriott brand, operates large-scale convention resorts known for multi-acre glass atriums and seasonal programming. ICE! originated as a partnership with master carvers from Harbin, China's world-famous Ice Festival. Over two decades, the event has evolved into a multimillion-dollar production requiring a month-long build, specialized refrigeration, and precision lighting design. Guest demand has steadily grown; Marriott reports millions of cumulative visitors, making ICE! a cornerstone of the company's fourth-quarter revenue strategy. The 2025 edition coincides with expanded Cirque shows and an upgraded merch program targeting collectors of themed ornaments and apparel.
Latest Developments
2025-26 Event Calendar Released
Gaylord has confirmed resort-specific opening windows: Nashville, November 7 - January 3; Kissimmee and National Harbor, November 14 - January 7/4; Aurora, November 24 - January 2; Grapevine, November 14 - January 4; San Antonio, November 22 - January 4. These staggered dates allow traveling families to catch multiple themes on a single holiday road trip while easing pressure on carving crews rotating between sites. Weekend peak dates are already pacing ahead of 2024 according to Marriott's group sales team. Advance purchase discounts of up to 20 percent apply through August 10.
Six Classic Stories, Six Distinct Experiences
Each resort pairs its ICE! theme with region-specific add-ons: Opryland's Charlie Brown exhibit ties into Tennessee's country-music-inspired light show, while Grapevine's Elf installation feeds into a city-wide "Christmas Capital of Texas" campaign. Kissimmee leans into Rudolph nostalgia with meet-and-greets and red-nose cupcakes, as National Harbor's Polar Express ride-along complements Potomac firework cruises. Aurora puts a Rocky Mountain spin on The Grinch, and San Antonio's Hill Country property embraces Tex-Mex flavors around its Frosty village.
New Cirque Programming Expands Indoor Entertainment
Responding to guest feedback for longer evening options, Gaylord is premiering "POMP, SNOW & CIRQUEumstance," a Broadway-caliber stage show blending acrobatics, dance, and live vocals. The production joins returning favorites "Cirque: Frost" and "Cirque: Spirit of Christmas." Performances run multiple times nightly, giving families weather-proof alternatives when outdoor temps dip. VIP seating bundles with ICE! tickets start at $49 USD per person, while stand-alone show access begins at $29 USD.
Analysis
Gaylord's ICE! strategy exemplifies destination-resort thinking: create proprietary, high-margin attractions that encourage multi-night stays and drive ancillary spend on dining, spa, and retail. By licensing beloved intellectual property, the brand taps into powerful nostalgia that resonates across generations-critical when courting both grandparents and TikTok-savvy teens. The decision to pair each story with localized programming strengthens social-media shareability and fosters return visitation ("collect all six"). Operationally, hosting 40 Harbin artists highlights Marriott's willingness to invest in global talent to differentiate product. The challenge will be maintaining guest flow and parka sanitation at 9 °F, especially as attendance rebounds. Still, early booking patterns and robust media buzz suggest ICE! will remain a cornerstone of Marriott's winter season, potentially inspiring copycat attractions in competing resort portfolios.
Final Thoughts
With two million pounds of ice, six timeless tales, and a slate of new Cirque spectacles, Gaylord Hotels' ICE! returns bigger and brighter for 2025. Families planning a holiday getaway should book early, pack warm layers for that 9-degree chill, and arrive ready to slide, sip cocoa, and snap photos amid hand-carved artistry. Whether you join Charlie Brown in Nashville or Frosty in San Antonio, the Gaylord ICE attraction promises a holiday memory that won't melt away.