The Ringling Brothers and Barnum & Bailey Circus was an American institution that delighted audiences for nearly 150 years. However, in 2017 the iconic circus gave its final performance. This was a shocking development for many circus fans. So why did the “Greatest Show on Earth” have to shut down?
The Ringling Bros. circus traces its origins back to 1884 when the five Ringling brothers put on their first circus performance in Baraboo, Wisconsin. Through savvy promotion and circus acquisitions, the Ringling brothers built their show into the largest circus in the country by the early 1900s. They popularized now-famous circus staples like the flying trapeze, the elephant parade, and three rings of entertainment happening simultaneously. For decades, the Ringling Bros. circus was a beloved American tradition.
However, the circus landscape began changing dramatically in the late 20th century. Operating costs rose while public interest in circuses declined. In particular, growing public concern about animal welfare impacted the circus business model. After years of declining ticket sales and high operating expenses, Ringling Bros. held its final performance on May 21, 2017 in Uniondale, New York.
The shutdown was the culmination of several factors that made the iconic Ringling Bros. circus unsustainable in today’s world. Let’s take a closer look at the reasons why Ringling Brothers had to shut down.
Declining Ticket Sales
The number one reason Ringling Bros. shut down was declining ticket sales. In the early 2000s, the circus was still drawing crowds of up to 10 million people per year across multiple touring units. However, ticket sales dropped precipitously in the late 2000s and early 2010s. By 2015, combined annual attendance at Ringling Bros. shows fell below 5 million for the first time.
Why did ticket sales decline so sharply? Changing public tastes played a big role. Circus acts that once seemed dazzling and death-defying were now less appealing to younger audiences accustomed to on-demand entertainment. Families found it harder to justify spending money on circus tickets when kids could be entertained for hours at home for much cheaper.
Competition from other forms of live entertainment also cut into the circus business. Sporting events, concerts, and theater shows gave families more entertainment options to choose from. As a traveling circus, Ringling Bros. had higher transportation and venue rental costs compared to local entertainment providers. This made it hard to compete in an increasingly competitive market.
Steep Decline in Ticket Sales
| Year | Ringling Bros. Annual Attendance |
|---|---|
| 1990 | 10 million |
| 2000 | 9 million |
| 2010 | 6 million |
| 2015 | 4.9 million |
High Operating Costs
Producing the Ringling Bros. circus required massive investments in staff, equipment, animals, custom rail cars, and venues. In its heyday, the circus could turn a profit even with huge operating expenses. But as ticket sales declined, these costs became unsustainable.
In particular, the circus faced mounting railway and venue rental expenses. Rising fuel prices made transporting the show by custom train significantly more expensive. And as cities renovated older arenas, venue rental costs increased dramatically. In some cities, venue fees reportedly increased tenfold from 2000 to 2015. Rail and rental costs ate up more and more of revenues.
The circus also carried significant labor expenses, especially to meet union contracts for performers and crews. Even in declining years, Ringling Bros. still transported over 300 railcars from city to city, requiring train maintenance staff and conductor crews. The show maintained multiple performance units with hundreds of contracted performers. And extensive marketing campaigns were launched in each tour city. The costs of sustaining this sprawling operation lost justification as ticket sales withered.
Changing Public Opinion on Circus Animals
For many decades, animal acts were one of the main attractions of Ringling Bros. circus. At its peak, the circus featured hundreds of performing animals including elephants, tigers, lions, dogs, and horses. Audiences were enthralled by high-wire elephants and fearsome big cats jumping through hoops of fire.
However, public attitudes towards using animals as entertainment changed. Greater understanding of wild animals and their needs turned sentiment against the exploitation of creatures for circus acts. Animal welfare groups stoked outrage through campaigns against circus animal treatment.
Ringling Bros. found itself the target of protests and negative publicity regarding its animal performers. Tours were routinely met by animal rights protesters at venues. Numerous municipalities banned the use of bullhooks by elephant trainers. The public outcry posed a threat to the family-friendly image the circus cultivated for so long.
Key Events in Protests Against Ringling Bros. Circus Animals
| Year | Event |
|---|---|
| 2000 | Ringling Bros. targeted by hunger strike protests over treatment of circus elephants. |
| 2011 | USDA fines Ringling Bros. $270,000 for improper treatment of circus elephants. |
| 2015 | Ringling Bros. decides to phase out elephant acts by 2018 due to public pressure. |
This pressure forced Ringling Bros. to make substantial changes to its touring shows. Elephant acts were removed entirely by 2016. The circus eventually ended all wild animal performances. Without its famous animal attractions, the circus lost a major draw for audiences.
Lawsuits Over Treatment of Elephants
For many years, animal rights groups alleged that Ringling Bros. circus elephants were mistreated by trainers. Frustrated by lack of government action on the issue, several advocacy groups filed a lawsuit in 2000 against Ringling Bros. The groups alleged that the circus’s elephant training techniques constituted cruel and inhumane treatment in violation of the Endangered Species Act.
While the lawsuit wended its way through the courts for nine years, it attracted significant negative publicity for Ringling Bros. It also fueled growing public distrust of the circus’s animal care practices. Ringling Bros. ultimately prevailed in court in 2009. However, the lengthy legal fight added to the circus’s mounting problems.
More significantly, the lawsuit spawned further crackdowns on the circus’s animal practices. To settle one case, Ringling Bros. agreed to pay a $270,000 fine to the USDA for violations of the Animal Welfare Act. The cases also pressured municipal governments to restrict tools like bullhooks used to train and control circus elephants. The legal actions demonstrated the consequences of public circuses using wild animals.
Declining Profitability
For decades, Ringling Bros. amazed audiences as a profitable global circus empire. However, as operating costs escalated and ticket revenues dropped off, profitability disappeared. The circus was likely losing money for several years before finally shutting down.
In the hope of reversing this trend, the circus tried several strategies to reduce costs and inject novelty. It cut back tour schedules, eliminated less profitable venues, and reduced marketing spending. Innovations like interactive phone apps and virtual reality viewers were tested. A “Circus Xtreme” theme was introduced in the 2000s to feature edgier, more thrilling acts. But none of these efforts could stop the bleeding.
The Feld family, who owned the Ringling Bros. circus for decades, were unable to find a path back to profitability. Not wanting to run an unprofitable business, the Felds announced in January 2017 that the circus would hold its final performances in May 2017 and then shut down permanently.
End of an Era
The “Greatest Show on Earth” ultimately shut down due to changing public tastes, prohibitive operating costs, controversies over animal care, and overall declining profitability. For the iconic American circus brand, it was the end of an era stretching back nearly 150 years.
While the Ringling Bros. name could conceivably be resurrected in the future, the huge traveling circus format seems unlikely to return. Animal performances are passé. Transporting hundreds of people and animals in customized railcars is exorbitantly expensive. Younger generations are less excited by “thrills and chills” than their grandparents.
Some have argued that the closure of Ringling Bros. reflects a loss of community tied to collective public entertainment. But ultimately the circus shutdown for the same reason any business closes – it was losing too much money.
The circus enjoyed an impressive 146-year run before its closing. But nothing can last forever in show business. As one of the Ringling Bros. ringleaders said on closing night, “Hold your loved ones tight and keep the circus in your hearts.” The show may be over for Ringling Bros, but it lives on in generations of nostalgic circus fans.