Carnival industry's fairer side shines brighter than any midway
AT: Ron Gustafson
Special to Amusement Today
UNITED STATES — Operating a modern-day carnival requires good business sense, a solid work ethic, some political lobbying and a lot of luck when it comes to the weather.
For many making their living on the midway at fairs and festivals, it's a generational family affair that fuels the fires of success.
Amusement Today reached out to several influential women in the industry who shared their background stories, views on important issues and other topics for this article.
Mary Brown Talley,
vice president,
Talley Amusements,
Fort Worth, Texas
Born into the business, Talley is the daughter of late showman Buster Brown, who owned the former Bill Hames Shows, also of Fort Worth.
“Dad was an industry icon, a great leader,” she said. “He was killed in a car accident in 1990, and in 1995 Tommy (husband) and I started Talley Amusements.
We started by booking a single location and built it up from there. It's a lot harder managing the business now than when we were a 25-ride carnival years ago,” she noted. Today, Talley Amusements carries in excess of 50 rides
Though her official title is that of VP, she wears a lot of hats in the demanding carnival industry.
“My job consists of many things. I do most of the booking, all of the public relations and marketing as well as the H2B visas,” she said of the workload.
The show was on the road for 10 months in 2024, its longest season to date. Key events included the Fort Worth Stock Show & Rodeo, San Diego County Fair, Del Mar, Calif.; Ohio State Fair, Columbus, Ohio; North Texas Fair and Rodeo, Denton; and State Fair of Texas.
While discussing issues facing the industry, Talley emphasized that the work visa program is one of the biggest concerns.
“It's our biggest challenge,” she said of obtaining foreign help for the season. “We can't do this job without H2B, and we're looking for (political) change — hopefully for the better. We've been capped out there and need more help.”
Also of concern is rampant inflation following the COVID-19 pandemic.
“Everything has gone up, and I think some people are taking advantage of it. We have a great safety record, yet our premiums are going up,” she noted. “Costs of parts have also been impacted.”
While the carnival services a number of large events, Talley said smaller fairs are important to the overall health of the industry.
“Most smaller fairs are not subsidized, and they need carnivals,” she explained. “A lot of people come for the carnival, and we bring a lot of money into the fairs. As a business, we continually like to set the bar higher to be a little bit better each year.”
The Talleys also own and operate Forest Park Miniature Railroad in Fort Worth's Trinity Park. Late showman Bill Hames opened the attraction in the late 1950s, incorporating a five-mile track layout to make it the longest miniature train ride in the world.
Rolling stock from the former Miniature Train Company of Rensselaer, Indiana, was used to entertain guests when the ride made its debut. In the early 1970s, the original trains were updated with C.P. Huntington models from Chance Rides.
As for the best things about the industry, “There's never a dull moment,” Talley admitted. “I like the challenges and there's always something.”
She served on the Outdoor Amusement Business Association (OABA) board of directors from 2002 to 2012 and also on the Texas Association of Fairs and Events board for six years.
The Talleys have three daughters actively involved in the business.
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Debbie Powers, co-owner, Powers Great American Midways (PGAM),
Corfu, New York
Powers is another industry “lifer,” having been involved since childhood.
“I've been in the business my whole life. My grandparents were in the business, and I would go out with them and cousin Barb Pokorny working in ice cream and sausage stands and — at times — games, too,” she reflected.
Today she operates Debbie's Concessions on PGAM while her husband, Les (Corky) Powers, oversees the 50-plus rides on the carnival. In addition, the couple entered the amusement park business in 2022 when they purchased Family Kingdom in Myrtle Beach, S.C., in partnership with area businessman Bill Prescott.
“I've had the concessions business for so long, and that's really where I belong,” she asserted. “I operate four food trailers, a booth at the park and two lemonade stands.”
While the carnival company still maintains a New York address, the Powers have maintenance facilities and their home in North Carolina, making it somewhat easier to juggle life between the road and the amusement park.
For Debbie Powers, the presentation of products is vital in today's business climate and a subject she takes very seriously.
“For me, it's all about decorating. Where I place my signs and visual effects — that's all dependent on traffic flow,” she said of the strategy, which is critical at larger venues.
The most popular offerings at her concessions are funnel cakes, fried Oreos and fried dough.
She readily admits that the Oreos weren't a hit when first put on the menu years ago, but over the years the product has proven successful.
“They are definitely a hot ticket, and I've had guests knocking on my door at 9 in the morning asking for them. I call them the breakfast of champions,” she quipped. “Funnel cakes are strong at our locations, and fried dough is still popular in the north.”
Echoing concerns about the work visa program, she said it is the biggest challenge facing the carnival industry and “needs fixing.” She is heavily involved with political leaders in addressing the issue.
A hands-on person, she's generally found working one of her trailers along the midway.
“I need to stay busy, and I don't like office work but have to do it,” she noted. “I've done this forever, and this is absolutely not a business for everyone. I like that the family is involved, and so far, a grandson is also working with us. We have family around us all of the time.”
She is a past president of the Showmen's League of America (2017), OABA chair (2020 and 2021) and former secretary of the New York State Showpeople's Association. The Powers have four children actively involved in the industry.
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Christina Benner,
co-owner,
Penn Valley Shows, Middleburg, Pa.
Wearing a lot of hats to get things accomplished is the motto of this veteran operator from a small borough in Central Pennsylvania.
“I worked for my husband's (Kerry) parents when I was 13 on Mid-Valley Amusements. We were all from the same town and that carnival was dissolved in 2010 when my father-in-law retired,” she said of her start in the business.
“We wanted to spread our wings after leaving Mid-Valley in 2007 and decided it was time to start over.”
By 2010 the Benners had their carnival up and running, and today it's a genuine family affair, fielding 30 rides and a dozen concessions.
“Kerry and I own the majority with our children (Alycia, Chase) running games and food. Our son-in-law (Brett Klee) is a partner on the Expo Wheel,” she said of the operation.
As for different roles in the business, Christina oversees the office and ticketing as well as lending a hand in managing the food and games. She has also spent time in the maintenance shop painting, noting: “That was my thing.”
When asked about key issues facing the industry, she was quick to point out inflation and H2B employees.
“Costs have risen on everything — it's become so expensive. And H2B is very nerve-wracking as we never know if we are going to get those workers or not,” she explained.
She pointed out that the carnival business is “very close-knit” and feels fortunate that the company works with good committees.
“I got to raise my kids on the road and that kept us very close, and now we have grandkids being raised out here, too. I love the business and have a passion for it,” she emphasized. “I'm the daredevil, and while it takes a man to move the show, it takes a strong woman behind him to give him the push.”
The carnival is a member of the Pennsylvania State Showmen's Association and the International Independent Showmen's Association (IISA).
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Beverly Burback,
Co-owner, Funtastic Traveling Shows, Portland, Ore.
Safety is the most important element in operating a carnival and, perhaps, no one knows better than Beverly Burback.
For more than 20 years, she has chaired the Northwest Showmen's Club Safety Seminar and while doing so has had a hand in creating the classes while making certain the entire event comes off without a hitch. Under her leadership, the seminar has grown from a two- to a five-day event with three of the days hosted at the Funtastic Campus.
And there's no question that she is a seasoned veteran of the industry, having been involved since the age of 18.
“I'm 88 now and still come to work every day,” she said of her daily routine, which includes implementing employee policies and hiring more than 3,000 workers annually for the show.
A native of Iowa, she moved to Portland as a teenager where she met and married Ron Burback. They will mark their 70th anniversary in October.
The couple worked at the former Jantzen Beach Amusement Park in Portland, where they managed the games.
In the early 1970s Funtastic Shows was formed, and the Burbacks have been at the helm ever since, operating up to three units at events mostly in the Northwest.
Their earlier travels took them as far away as the State Fair of Texas in Dallas and the North Pole Festival in North Pole, Alaska.
During that time she further established a reputation for running successful game operations, which led to her being hired by the 1974 Spokane World's Fair, Spokane, Wash., to manage its struggling operation. She succeeded in turning that concessions business around.
She is credited with creating a small children's amusement park and a dark ride called The Bear Cave.
Throughout her career, she has been the recipient of numerous accolades, including being named the Northwestern Showmen's Club Person of the Year and honored with the Walker Leroy and Irv Houston Safety Awards.
In addition, she has served on many industry boards and is a member of the Showmen's League of America, OABA, Western Fairs Association, Carnival Guild, Oregon Fairs Association and other organizations.
“This is not a business for everyone, and there are many good things about our industry,” she reflected. “You have to be a hard worker and have a good attitude to be in this business. We're fortunate in that we are able to employ some very talented people.”
She continued, saying, “The business has been very good to Ron and myself, and we try to give back by having the safety seminars here.”
The Burbacks have three children, Ron Edward, Debi and Tracy; seven grandchildren and two great-grandchildren. Ron Edward and Tracy work with their parents in the business.
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Lynn Ritchie, president,
Hammerl Amusements, Buffalo, N.Y.
For more than 60 years, Hammerl Amusements has served communities in Western New York.
The carnival had a humble beginning in 1960 when Buffalo firefighter Lou Hammerl (1927-2018) purchased a truck-mounted Whip ride and drove it around the city, collecting a dime from patrons who wanted to take a whirl.
“We still have the Whip ride, though it isn't operational,” daughter Lynn Ritchie recalled. “We plan on getting it back into operation in the future.”
She and her husband Frank took over the business in 1991 when her father retired, and today the show has more than 20 rides. Frank is semi-retired, while their son, Alex, is taking over the management post held by his father.
John Mistretta, who has been with the company for more than 30 years, is vice president and operations manager and also owns rides.
“I handle all of the bookings, routing, advertising and promotions as well as payroll,” she said of her role. “The business partnership has been amazing all of these years.”
Like others in the industry, the employee situation is always one of concern.
“It's not easy, but we've been lucky,” she admits. “We hire a lot of college students and high school students. They're all great. The state allows 16-year-olds to run rides.”
Being “50-milers” is also a factor in retaining local help as the carnival stays in the Buffalo/Rochester area. She pointed out that moving the equipment between spots can present challenges at times.
The show services a lot of college events as well as a large picnic for a Buffalo area auto dealership. Fairs and festivals round out the summer schedule with routing “as easy and simple as possible.”
Commenting on the ever-changing business climate, she noted, “My dad agreed to contracts by shaking hands. Those days are gone, and now we have to jump through hoops due to so many regulations. And we have people retiring and no one to step up to the plate.
“This is a tough, physical business and not for the light of heart,” she asserted.
When asked what she enjoys most about the industry, she was quick to respond, “The family that we have generated with all of our vendors. We have worked with some of them for 30 years and we are even invited to their family weddings.”
Hammerl Amusements is a member of OABA.
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Sandy Schmidt,
owner/operator,
T.J. Schmidt & Co., Standish, Mich.
Being born and raised in the carnival business, Sandy Schmidt admits it's in her blood and really the only lifestyle she knows.
“My parents were Ivan and Agnes Arnold — both passed — and ran Arnold Amusements. My brothers, Tom and Jon, are still running the show today,” she said.
Prior to forming their own carnival in 1980, Ivan and Agnes Arnold ran a unit for Michigan-based W.G. Wade Shows. It was on Wade Shows where Sandy met her husband, Terry (1958-2018), and eventually went to work with his parents, Sherman and Joy, on the former Schmidt Amusements.
“As the family grew, Terry and I broke off and started T.J. Schmidt and Company in 2008,” she recalled.
Today the show fields between 18 and 23 rides during a 25-week schedule which includes five Michigan fairs, churches, festivals and civic organization events.
“Our schedule is manageable. We can start in the snow and end in the snow,” she said of the route in Michigan's roller coaster weather.
Son Kyle serves as vice president and general manager of the business while his wife, Courtney, handles games and media. Doug Burtch is a business manager with his wife, Ellen, managing food and guest relations.
In addressing worker concerns, she said, “Typically, we have 40 to 45 H2B visa workers and around 20 domestic employees. Everyone's biggest challenge in the industry is labor and we're all dependent on H2B workers.”
The economy is also of concern, she said, as “Everyone had jam-up years right after COVID, but now it's going the other way.”
Another chapter in the family's history is that Ivan Arnold was instrumental in founding the International Independent Showmen's Museum in Riverview, Florida. He also served as the museum's president with son Tom now in that post.
“It was Dad's dream come to fruition,” she added.
Sandy is the eighth family member to go through the chairs with IISA, currently serving as second vice president. She is also on the museum's board of directors.
“I love the fact that family is involved in this industry. Where else can you go to work together and in the winter play together,” she concluded.
T.J. Schmidt and Co. is a member of OABA, IISA and the Michigan Association of Fairs & Exhibitions.
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Madison Kissel and Savannah Kissel Seibert,
owners, Kissel Entertainment,
Okeana, Ohio
“It's extremely rare for women to be in our positions in this industry,” Madison Kissel said of the partnership with sister, Savannah, in the business founded by their great-grandfather, Russell Kissel.
The sisters have started to take the reins of the family carnival alongside their parents, R.A. and Tammy Kissel, who bought and rebranded the company in 2005 as Kissel Entertainment.
“Our father and mother work closely with Savannah and me. Our parents do not want to hold us back,” Madison explained. “The business has grown alongside our careers — it's changed so much.”
The show has an arsenal of more than 60 rides, including some of the newest international spectaculars found on very few U.S. midways. But a hallmark at Kissel Entertainment is a pair of classic Chance Rides Astro Wheels, both of which appear at larger fairs and festivals. The show also has another rarity: a Chance Rotor themed as Big Kahuna.
“Our father wants to keep these pieces alive so that many generations can continue to enjoy,” Savannah said of the rare Ferris wheels. “They are priceless to us and a timeless piece of culture's history. We offer guests a video of these engineering feats' history while they wait in line so they can learn and cherish just how iconic and unique they are.”
Regarding running the business, Madison said, “We hold a lot of roles. I'm a senior account manager, and Savannah works on community relations and marketing. We both wear multiple hats and we're proud that we are working with family. We want to make our guests feel like they are also part of our family.”
The carnival has an accredited traveling school, which allows their children to be with them during the season and receive a state-certified, top-notch education.
Taking a somewhat unconventional approach, the sisters also insist that their employees wear black shoes as part of their show uniform.
“Our father said our job was to change the perception people have about carnival workers,” Madison noted of the policy. “And we are so tuned in to every aspect of the employee uniform, from hat, to belt, to shoes. We want customers to feel immersed in the experience, and uniformity allows for that. Perception starts with the first impression, and by doing these small things, they add up and make a difference.”
She added that it's difficult to find employees to meet the show's criteria and standards, “which is why we work so hard to ensure we recruit the very best.”
Madison also said the company's team is closely monitoring to ensure all communities experience theme-park quality entertainment no matter their economic status through variable pricing structures.
As for growing up in the business, Savannah pointed out, “We saw the bright side of doing this. It's not a job, it's a lifestyle. I never considered doing anything else.”
Madison also expressed her passion for the industry, saying, “I could never imagine doing anything else. I'm married to the company, Kissel Entertainment. My go-to person is my sister and vice versa.”
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Marina Zaitshik-Small, co-owner,
Iconic Midway Rides,
Spring Hill, Fla.
Growing up on Wade Shows, Marina Zaitshik-Small said her best teacher in that journey was her father, Frank, owner of the legendary Michigan-based carnival.
“When I had time off — weekends and summers — I was on the road with the carnival,” she reminisced. “At 9 years old I started working in pizza and made my own money. I wanted to learn every food stand operation that I could when I was a pre-teen and teenager.”
After high school, she worked in the show's office and assisted with operational duties, a position she held for a decade. There she learned ticket sales, customer service, payroll, human resources, safety documentation and record keeping.
During that time, she recalled helping her father draw up proposals that landed the carnival the lucrative New York and Florida State Fair midway contracts.
In 2023, she decided to change career paths and stepped out with her husband Johan Small to form Iconic Midway Rides, a supplier of independent attractions. She pointed out that the new venture is still connected to Wade Shows.
The company operates a KMG giant XXL pendulum themed as Kraken, a Larson International Ring of Fire themed as Infinity and a Zamperla Beach Shack. Kraken is a mammoth ride that swings more than 130 feet into the air and requires three trailers to move it.
“We took a huge risk purchasing Kraken,” she noted. “At $2.5 million it was one of the most expensive purchases in carnival history. Our rides are well-received at the independent fairs and some of our fairs haven't seen a Ring of Fire for years.”
The company has a 175-foot swing tower from Lamberink scheduled for delivery this year. Themed as Thunderbird, the ride will be the first super spectacular of its kind in the nation.
The business employs a dozen people with her husband overseeing Iconic Rides maintenance work at the Wade Shows shop in Florida.
“The pandemic created the worst-case scenario in our industry,” she said of the 2020 crisis. “And we're always dealing with the H2B labor issue, overall expenses and, of course, insurance.”
She further explained, “I really enjoy what I'm doing now — to be able to zero in on just operating a couple of pieces and bring them to the biggest fairs in the country. The administrative and accounting work on the road keeps things interesting, and it's not as static as it would be in a traditional environment. I love the independent ride route and its flexibility and freedom to create our own schedule. My favorite thing about the carnival business is its history and how it has evolved over time. It makes me want to give my all and contribute to this and make a positive mark.”
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