Carnival & Fair News

The annual Top 50 Attended Fairs, as compiled by Carnival Warehouse, ranks the most attended fairs in North America each year. Carnival Warehouse also annually compiles a ranking of the carnival companies that play those major fairs. The 2025 ranking of carnival companies closely resembles last year's order and is nearly identical to the pre-pandemic hierarchy of top midway providers.

Overall, 2025 was a good year for fairs and their midway partners, particularly at the top tier. Tens of millions of people attended the Top 50 fairs, with 45,798,520 guests enjoying the midways operated by the 19 companies on this list. Attendance has not only returned to pre-pandemic levels, but young families are rediscovering the midway experience. From classic attractions to new innovations, fair cuisine has helped transform fairs into annual foodie destinations, while major headline acts continue to make grandstand stages essential to the live entertainment landscape.

Everything Costs More

Despite these positives, 2025 was not without challenges. An unseasonably rainy spring disrupted early dates on many routes, a familiar reality for the outdoor event industry. Weather negatively impacted numerous Top 50 fairs, but the financial sting was magnified by inflation that drove up the cost of nearly every aspect of operations at a rate equal to or worse than 2024.

For carnival companies, inflation created additional complications. Fuel, food, insurance, equipment, parts, and nearly every other business expense increased. Labor costs rose most dramatically. Workers cost more than ever, and carnival companies became increasingly dependent on H-2B workers. It was a stressful year in which every dollar was hard-earned.

After remaining relatively dormant for much of the century, inflation surged following the pandemic. In 2025, inflation matched or exceeded 2024's rate of 2.9 percent. More importantly, consumer behavior shifted. Attendance and spending showed modest but noticeable declines, signaling that consumers were adjusting to the new economic reality. Affordability concerns were not limited to election-year debates. Complaints about higher fair prices became common in local news coverage and social media.

“People seem to be a little more conservative with their spending overall, but they are still saving space in their budgets for special events, and fairs are still making the cut,” said Lynda Franc, Corporate Marketing Director for North American Midway Entertainment (NAME). NAME again ranked number one, providing midways for 11 of the Top 50 fairs and attracting 9,666,132 fairgoers.

Rounding out the top ten midway providers were Ray Cammack Shows, Wade Shows, Talley Amusements, Reithoffer Shows, Butler Amusements, Strates Shows, Deggeller Attractions, Powers Great American Midways, and Funtastic Shows.

A Good Year, With Caveats

Franc, like many other industry leaders interviewed for this article, noted that despite inflation, labor challenges, and tariffs, the season demonstrated a revitalized fair industry that has moved beyond the lingering effects of the pandemic.

“I believe we have bounced back post-COVID,” said Ben Pickett, Vice President of Ray Cammack Shows. “The years immediately after the pandemic were exceptional. We still had a strong 2024, and in 2025 several events were record-breaking. Revenue was strong, but costs were another story. Insurance and labor expenses, in particular, have increased dramatically.”

Sean Butler, COO of Butler Amusements, echoed those sentiments, noting that many fairs saw increased attendance compared to 2024 and slight increases in per-capita spending, driven in part by Fast Pass sales.

Frank Zaitshik of Wade Shows observed that while revenues exceeded pre-pandemic levels, expenses eventually caught up and, in many cases, surpassed them. “Revenue has not kept pace with ever-rising expenses,” he said, citing weather, economic tightening, and government actions as suppressing factors.

As pandemic benchmarks fade, many operators now view 2025 as the beginning of a new era. Marty Biniasz of Strates Shows said rising operational costs are increasingly out of step with public perceptions of what it should cost to attend a fair, making value-conscious pricing more critical than ever.

Tighter Purse Strings

The most noticeable shift in 2025 was consumer spending behavior. Inflation and broader economic uncertainty constrained both attendance and spending, with trends worsening as the season progressed.

Rick Reithoffer of Reithoffer Shows noted that while Top 50 fairs outperformed many smaller events, excessive spring rainfall still hurt attendance. Even during favorable weather, guests were more cautious with their spending, affecting games and food sales first.

A 43-day government shutdown beginning October 1 further eroded consumer confidence in the fourth quarter. In regions with large federal workforces, layoffs and uncertainty reduced discretionary spending. Affordability concerns dominated news cycles, creating a chilling effect on consumer behavior.

“We still had good fairs, but the bottom lines were not as strong,” Reithoffer said. “People were looking for value and stretching their dollars.”

Social media also amplified consumer sensitivity to pricing. Viral posts criticizing fair costs influenced public perception. In response, some companies increased discounts and family-friendly promotions to counter negative sentiment.

ICE Raids and Labor Concerns

Beyond economics, immigration enforcement created additional challenges. Many Top 50 fairs serve large Hispanic communities, and widespread news coverage of ICE raids discouraged attendance, even though no raids occurred at the fairs themselves.

Labor availability remained a critical issue. Industry leaders emphasized the importance of H-2B and Temporary Foreign Worker programs. Franc credited advocacy efforts in Canada for securing exemptions that allowed operations to continue, while industry groups in the United States continue to push for reforms.

Positive Outlook

Despite the challenges of 2025, operators remain cautiously optimistic about the future. Technological advances, evolving food offerings, and new engagement strategies continue to enhance the fair experience.

“Fairs have always evolved,” Franc said. “We are excited to be part of that growth.”

While opinions vary on the broader economy, most agree that adaptability, promotion, and collaboration will be essential. As Zaitshik summarized, “We need to balance profit and affordability.”


View the Carnivals Playing the 2025 Top 50 Fairs


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