Carnival & Fair News

20 years later the largest midway merger in the history of the outdoor event industry remains unsurpassed. NAME (North American Midway Entertainment) proved sometimes bigger was better when owners of disparate carnival companies came together to realize the dream of amassing one massive midway provider, making the biggest carnival company in the world, servicing some of the continent's largest events and bringing fun and happiness to tens of millions year-in-and-year-out.

In 2023, NAME provided the midway for 11 of the Top-50 Fairs in North America, as compiled by Carnival Warehouse, attracting 9,198,586 attendees. The fairs include: Canadian National Exhibition (CNE), The Big E, Calgary Stampede, Tulsa State Fair, Indiana State Fair, Illinois State Fair, Arkansas State Fair, K Days, Mississippi State Fair, Miami-Dade County Fair and the South Carolina State Fair. But with five units touring two countries and playing an array of different sized events, the company claims to host 125 fairs annually, attracting more than 15 million each year.

After 20 years, this has amounted to more than 2,500 fairs, festivals, and events and in excess of 280 million people. “While we're proud of these numbers, we also know that one of the things that makes us truly great is our partner fairs and events who we get the honor of working with year after year,” or so states an anniversary video. “We have also made a significant impact on agriculture. Since our inception, we have supported local agricultural endeavors with more than $500 million in program funding and donations.

NAME was incorporated on October 13th, 2004, an amalgamation of what at the time were five leading midway providers in the outdoor amusement industry. The merging companies include Conklin Shows, which was founded in 1927 and at the time, had become the largest midway provider in North America; Farrow Shows, incorporated in 1981; Astro Amusements, incorporated in 1973; and All Star Amusements, incorporated in 1974. In 2006, NAME acquired Mid America Shows and several contracts and rides from Cumberland Valley Shows.



The company now has an arsenal of more than 230 rides, including a Crazy Mouse Roller Coaster, Super Ferris Wheel and the Bullet-Train rollercoaster, employing more than 5,000 temporary and traveling staff. Two decades in, this vast traveling amusement park has long set the standard for the outdoor amusement industry in terms of branding, professionalism, and ride-technology but 20 years ago, the merger was a revolutionary concept.

The status quo was family-owned carnival companies. That's who fair boards were familiar with, not corporations with vast resources. For the fair business to grow, innovation and out-of-the-box thinking was needed. NAME emphasized the comprehensive midway experience which meant not just exciting rides and games, but courteous professionals to interact with the public. Branding became as foundational to NAME as it was to Disney Land; Fairs and fairgoers noticed. For 20 years, both NAME and its clients continue to break records in attendance and revenue.

But this new approach, while embraced by some fairs, met with skeptical resistance by others. Overcoming that hurdle, bigger was better for the carnival companies who joined forces and figured out a way to transition the midway to the modern era while maintaining the family-fun, personalized atmosphere fairgoers have loved for generations.

In a wide ranging interview about the past, present and future of this outdoor event behemoth, Carnival Warehouse talked with Scooter Korek, Vice President of Client Services , who has been with NAME since it's naming (more on that later) -- he worked his first midway in 1977 for Conklin Shows – and Lynda Franc, Corporate Marketing Director, a younger addition to the executive staff and instrumental in steering the company into its third decade.

Carnival Warehouse: Congratulations on reaching two decades as the largest midway provider and carnival company in North America. What's your secret sauce? What are the key ingredients for staying on top so long?

Lynn Franc: While there isn't a specific “secret sauce” to our approach, our emphasis lies in cultivating strong relationships with our fair partners. We strive to collaborate closely, growing and evolving together as a unified team. This approach helps us transcend the role of being a rides provider; we aim to be valued partners who deeply share in and support our fair partners' missions. Whether it's promoting agricultural education, preserving local traditions, or enhancing community holiday celebrations, we are committed to adding meaningful value and supporting the unique contributions our partners make to their communities.

CW: Was 2023 the best post-lockdown year for NAME? Has business and revenues returned to pre-pandemic levels?

Scooter Korek: We have had very good years in 2022 and 20223. There was a lot of pent-up demand, and pent up financial resources. People missed the fairs and they all came back. Fairs were seeing attendance grow, left and right. It was nice to see. I haven't seen a fall off, which is a worry that's in the back of my mind. But in 2024 so far, we're in last year's range and not seeing any declines in the dates we've played.

CW: There was never a merger of carnival companies like the kind the industry saw with NAME. Were any of your fairs apprehensive that being so big would undermine the partnership between the fair and carnival company and how did you address those concerns?

SK: Of course. People don't like change. These were companies fairs had been dealing with 50, 60 years sometimes. They weren't thinking of a bigger corporate structure, our core group wasn't worried. But some fairs were quite nervous. We proved them wrong, with the NAME formula. All those fairs have done better. The biggest thing for a NAME midway is to provide really great amusement rides and professional staff. We changed the image of what the carnival worker is. It was a bumpy ride sometimes, we changed how carnival workers should be. The NAME formula is an equation of good attractions, good safety and training programs, customer service and quality staff.

CW: How many of the dates of the routes of the five original companies remain intact? What were the most significant events did NAME gain post-merger?

SK: Nearly all of our major dates, our really big fairs, were contracts from the original founders. The additions during NAME have all broke records last year -- the Western Fair, Tulsa State Fair and the Arkansas State Fair.

CW: Unlike other industries where mergers become a trend, it seems no similar consolidation has occurred in the carnival industry. Do you think such a merger could happen in today's business climate?

SK: I haven't examined it but I guess I don't know the reason why not. It's not going to be easy. I think everybody has the routes carved out. We were pioneers in this industry.

CW: How did you come up with the name NAME (North American Midway Entertainment)? It's so brilliant and clever, it seems this would either have to be a lucky spur of the moment idea or the result of a paid business consultant? What's the genesis of the name NAME?

SK: Well, it was pretty casual actually. We were all sitting around in the office in South Carolina in 2003 during the merger talks, just brainstorming names. Frank Conklin suddenly pipes up, ‘We need a name for this company.' Out of the blue, someone suggests, ‘Hey, we're touring all over North America, so why not call it North American Midway?' Frank was all for it and immediately said, ‘Send that to Fred Rosen now.' It was really just one of those spontaneous moments that just clicked.

CW: What new rides for 2024 can fairgoers expect? The global pandemic disrupted the manufacture and shipping of rides and parts, how has this situation impacted NAME?

LF: NAME, like so many others, felt the impact of the global pandemic which disrupted the manufacturing and shipping of rides and parts. We were very fortunate in that we have been able to offer new rides each year so far. The X-Drive was the big one for Miami this year, but we've always got something just around the corner!

SK: It's the second year but first complete season of the X-Drive. We also added the Outlaw Roller Coaster and four Kiddy Rides, (we've been) very aggressive in adding new rides. We're replacing some of the older rides. The Wacky Worm has always been a hit so we added another, the Dragon Coaster, to the inventory to offer another Kiddie coaster to our guests. The ride manufacturers and service industries have not recovered fully, so the supply chain is slow.

CW: What are the signature rides for NAME? Which ones do fair managers, boards and customers insist on and which recent additions “wowed” them the most?

LF: Our signature attractions include the Euroslide and our other slides, which offer unexpected thrills that delight fairgoers of all ages—perfect for family fun. Another standout is the 150 Super Wheel, a favorite for its unique experience of soaring heights and temperature-controlled gondolas, providing comfort and spectacular views. Furthermore, the Ferris Wheel remains a favorite at any event. Its classic charm and the timeless appeal of its panoramic views make it one of our top attractions. You just can't beat the enduring allure of a classic Ferris Wheel!

CW: What trend do you hope continues in 2024 and which one do you fear getting worse?

SK: Our biggest challenge now more than any other year is controlling expenses. The business environment has become very costly. Inflation is everywhere from fuel to insurance. Inflation is bad, but we must remember that as painful as it is to us, it's worse for the guy who brings his family to the fair, It's pretty hard for them.

CW: Is inflation in Canada as bad as in the U.S.?

SK: Much worse. Going to grocery stores and seeing the price is offensive. That is one trend I hope doesn't continue.

CW: How many NAME units are there now? What is the most challenging aspect of coordinating so many units and events?

LF: We currently operate five units that travel throughout the season. Fortunately, we have refined our logistics to such an extent that we can quickly address and resolve most challenges that arise. That being said, we have many resources in place to help ensure that we maintain our high standards of operation and service.

CW: Has NAME's recent growth been due to adding more larger fairs, or more smaller fairs and still dates?

SK: We are always in the market for new fairs. We're looking at some midsize and medium-sized fairs. There are a lot of good carnivals out there so the challenge is: what is the motivation for a fair to change, really. Still dates are still pretty good. We've been aggressive in adding dates. We have been successful, but when creating your own events, it has to be the right market and place. There were always opportunities before the pandemic, now there are more difficulties.

LF: Our recent growth is a few different things working together at once, but I wouldn't necessarily associate it with quantity or size of fairs – though we understand that can contribute. The big thing for us, at NAME, is that we work with our existing partners to grow the events that we're attending and that we do this as a team. Recognizing our shared interest, to provide a quality experience to our guests, is a big player in our success.

CW: Are games resurging or has this midway category become stagnant? How important are games to the NAME experience? Are you offering more games or fewer? Are the same games as popular now that were 20 years ago? How have customer's attitudes toward midway games changed and how did NAME respond?

SK: Games have come back, but we have less games than we had 20 years ago. We're picking the cream of the crop of the games. There is a middle ground, but it fluctuates. Our international game division is growing. We give away lots of stuff. We had 29 tractor trailers [of plush] at the Calgary Stampede. That kind of speaks for itself.

CW: Labor is a major issue for carnival companies (and many other industries). As the leading carnival company, NAME employs the most workers, and one assumes the most H2B workers, and as the largest carnival company in Canada, you are dealing with two different sets of foreign worker VISA regulations. What is the status of your 2024 workforce? What have been the challenges in maintaining this workforce in recent years, and what do you recommend the industry should do?

SK: We've been doing this 20 years. We're good at hiring in local markets, the youth come out and we pay well. With unemployment no longer as high as it used to be, that's been harder. We're less reliant on local workers because we have been getting our foreign workers and because have trained them well, they are courteous and good looking.

CW: NAME was the result of a merger of five leading midway providers. What was the advantage at the time of super-sizing a carnival company?

LF: The biggest advantage of super-sizing a carnival company by merging five big players was that you were able to bring everyone together and use the hundreds of years of carnival experience to create a group that would be a force to be reckoned with.

CW: Does that advantage still hold true? Any unexpected benefits to being so big? (Why is bigger better? Are the headaches bigger too?)

LF: We always like to focus on the benefits of our company. If challenges grow, so does our support team, ensuring that everything balances out effectively. After two decades in the business, our experience in the carnival industry has only deepened, supported by a dedicated team that consistently goes above and beyond. Our employees are not just committed to excellence; they are equally eager to support one another, fostering a collaborative and responsive work environment filled with employees who are willing to help each other out without hesitation.

CW: About 10 years ago, NAME was acquired by Town Square Media, essentially making NAME one of the first carnival companies to go public. What happened to that business relationship, why is NAME no longer public and will you consider a similar move in the near-future?

SK: It was a great experiment. A big event-media company was trying to put together something with midways, but there was a change in direction. Would we go public again? I think it would depend on the formula used.

CW: What is NAME doing now – what is an essential operational component of your company – that 20 years was not even on your radar?

SK: It took five or six years to really come, together. NAME means good amusement rides, but also we really worked on customer service training. We worked hard on that because what we are doing is putting together a travelling amusement park.

CW: What about the NAME midway in 2024 would be most surprising to your founders? What would be the most familiar?

SK: That 20 years later we overcame the skepticism; that we made it. We have more than 125 events each year and we attract more than 15 million people every year. We never accepted that fairs wouldn't buy into the NAME brand. That was our key to running the business.

CW: How healthy is the fair industry?

SK: Smaller fairs are having a harder time. Staffing is tougher and their volunteer base is elderly. The mid-size and bigger fairs, we are with them and they are selling lots of tickets. The big fairs are seeing new attendees and bigger attendance, but that hasn't trickled down to smaller fairs, but the bigger fairs are doing well. During the pandemic we did pretty well, we lost very few fairs because they closed. Festivals did not have that type of comeback, a lot of festivals closed and didn't make it through the pandemic. Our fairs did reasonably well during the lockdown.

CW: Are fairs attracting the new generation of fairgoers and if so, how have millennials changed the midway?

SK: Fairs are attractive to younger people. We see more and more Gen-Z and Y. They're great platforms of live music. They embraced the big music concerts and food experience, and the rides of course. Americans and Canadians have embraced fairs. There is diversity and bigger numbers in the last 10 years. There are more younger families. In Canada 70 percent of their attendees of the CNE are nonwhite Canadians. That's a good sign.

CW: NAME has rightfully earned a reputation for branding. There's a consistency throughout your midway in terms of colors, logos, canvas and uniforms that's carried over throughout your online presence and social media platforms. Was branding always a priority and how do keep on the cutting edge?

SK: Danny Huston always pushed to go get good people around you. We've been recruiting the kind of staff who kept that branding on the specific level. We are a product of our branding. Key to branding from my standpoint is what can we do to make the midway look fun, to feel fun. We want to make you smile and we are going to make you smile.

LF: Branding has been a priority pretty much from the very start. We take great pride in our midway, our rides, our staff, and our accomplishments so it is important to us that we stand out in terms of the quality of the marketing experience that we provide as well.

CW: What do you love the most bringing “Midway Entertainment” to millions?

SK: I Started with Conklin Shows in 1977 and have been with NAME since 2004. What I like most is that I get to wake up and make 100,000 people happy every day. We're bigger than Taylor Swift, her biggest concerts are 62,000-seat stadiums. We make more than 15 million people happy every year.

LF: The thing we love most about bringing “Midway Entertainment” to millions is bringing smiles to so many faces. Personally, I still remember watching a young kid when he first got to the midway screaming at the top of his lungs “IT'S A FERRIS WHEEL – IT'S A FERRIS WHEEL, MOM SEE THE FERRIS WHEEL?” The kid was jumping up and down from pure excitement… We hope to bring that level of joy to as many people as possible.