Carnival & Fair News

The carnival business contracted during the pandemic years, particularly smaller, more regional outfits. A combination of factors are at work for each individual case –lockdown too financially draining, lack of a next generation to take over, loss of management and staff, insufficient workforce due to H2B restrictions – impacted this sector. But the companies that weathered the storm and found renewed growth did so by reshaping their operations by changing with the times. 

For some, that meant a new generation taking over management roles. Andrew Shoendienst, general manager of Luehrs Ideal Rides, is one of the new generation of fair professionals leading this changing of the guard in the carnival sector. Over the last few years, Andrew Shoendienst has taken over daily operations from his father, Andy, now president of Luehrs Ideal Rides,

The company's route covers Illinois, Indiana, Missouri and an annual subcontracting foray to the Iowa State Fair. Typically, the season runs from April through October and interviewed when poised on the brink at the annual peak season, Shoendienst admits that his annual enthusiasm for his busiest time of year is felt company wide.

Excited About Future

“We're all excited about the future,” he said “We all appreciate the business more every year. We really love it more than ever, I'm cautiously optimistic about our worker situation, at least for this season. We have our H2Bs.”




As General Manager, Andrew is the one in charge of day-to-day-operations. His father, Andy, president, has taken on the more senior role. The Luehrs Ideal Rides Team includes some older veterans as well as newer professionals who've risen through the ranks. Andrew's wife, Benna Schoendienst, is the “wearer of many hats”. 

The team also includes Joe and Jean Clair, Andrew's Uncle and Aunt, Kristin Clair Atkins, his cousin, and long time workers Wayne Closson: Ride Superintendent and Maintenance Coordinator, and James Tieman: Director of Transportation “Everywhere you see a new generation taking over,” he said. “It's exciting.”

This carnival makeover also clearly mirrors the changing makeup of fairgoers, festival attendees and other patrons. “Families are coming out in full force and enjoying themselves. We give a sense of nostalgia and a physical experience they are not getting on the phone. Carnivals and fairs, we are bringing this tradition to the next generation. We [the new Luehrs Ideal Rides team] is from that same generation of the new families.”  

The company's new generation manager maybe a millennial, but not new to the business. Shoendienst spent “every summer of my life” on the midway, including before, during and after graduating from the University of Missouri in 2009 with a degree in Journalism. Eventually the family business proved too enticing a career path and he went full time. Post lockdown, as the company completed its generational changing of the guards and other smaller family-owned carnivals went of business, Luehrs Ideal Rides has been on a steady growth trajectory. “We have grown but we are not bigger, we've grown with our events, which have grown both monetarily and in attendance and we've been good at sustaining that growth.”

He pointed out that last year “we went back to or exceeded pre-COVID levels. Some events dipped down a little bit, but that was weather related. We have done more with our promotions and marketing. We also have a large plethora of rides, so it was really a combination of them and us working together. We've utilized our advanced sales system with every event we work and that's been growing.” 

Presales Up

By every event he of course means fairs, festivals as well as the self-produced still dates that round out the route. Last year, he noted that “Our presale numbers are up.” although he attributes some of that demand to a trend, he and other companies noticed last year and fully expected to continue throughout 2025. “People are searching for bargains. Families are budgeting up, we had a couple of minor price increases in food and some games, but we have kept everything affordable. One of the things that was successful last year was that no game on our midway is over five dollars, and all our food stands have a five dollar food item. People are seeking out bargains and we are doing well catering to that. That's the new difference in the midway. ” 

He added, “Everyone's worried about the economy. The fairs in the Midwest are doing the same thing, not raising parking or gate, hoping to ride out the inflation trend. Higher price scares off the middle class, so we all are making efforts in holding the pricing down, hoping for a good season with good attendance.”

Another factor fueling overall attendance and the jump in presale tickets has been an expanded social media campaign. Just as a new generation has transformed management with younger faces and attitudes, the inherent tech savviness of Gens Y & Z (and the last half of X) is making a reality of cultivating carnival followers who are appearing at dates throughout the route. Reinforcing brand identity of the complete midway experience has strengthened not only awareness and attendance, but has made the Luehrs Ideal Rides team a more effective collaborator with the marketing campaigns of their partner fairs.



The company created the new position of Social Media Coordinator, hiring Kristen Clair and contracted with Matt's Web Design for its social media and website services. “Between Kristen and Matt Cook's team boosting our social media, through posts and ads, we've seen attendance grow. Social media is here to stay and you have to utilize it as a tool. We communicate with all of our patrons, and fairs and festivals. You connect to people where they are and everyone carries a phone. We tell them where we are at, where we're coming to. That's very instrumental, by getting the word out about a promotion or a new piece of equipment, that gets people out to the fairs and festivals. That's the one thing that has really been driving our presale tickets. With events, we add their social media to ours and that works better as a stronger presence. Our fairs and festivals work with us hand in hand-in-hand on social media, and that's been a real boom.” 

At the midway, the family friendly atmosphere is enhanced by the front line appearance. “I'm very proud that we have one of the strictest worker appearance polices. Everyone's clean shaven, no earrings on men, and no visible tattoos.” 

Shoendienst added, “My whole life I've notice how the patrons respond to the workers. It's a trademark of ours, we're as clean shaven a Disney park. It can be hard at times, Yes we have short sleeve and long sleeve shirts, for someone with arm tattoos. We still have the powder blue jump suits too.”



Although he hopes the freely spending robust crowds continue in 2025, there's one trend he hopes will not resurface, disruptive teens. The company's security budget “almost tripled” last year and the beefed up safety protocols will be in force this year. “There have been some events that have had problems with later crowd control, but I think they did get it under that control. It's more of a societal issue. We put on one of the most wholesome family environments out there, and we have strong partnerships with law enforcement, and we're monitoring the problem. I think it was just a phase in youths acting unruly and cause issues for Tik-Tok. We've had a little bit of a problem last year and, no problems whatsoever this year, knock on wood.