The Ringling Bros. and Barnum & Bailey Circus was once known as “The Greatest Show on Earth.” For nearly 150 years, it dazzled audiences across America with death-defying acrobatics, dancing elephants, clowns, and more. However, after years of declining ticket sales, Ringling Bros. hosted its final performance on May 21, 2017. Since then, fans have wondered if the iconic circus will ever make a comeback.
Quick Answers
Here are some quick answers to common questions about the potential Ringling Bros. circus comeback:
- When did Ringling Bros. circus close? The final performance was on May 21, 2017.
- Why did it close? Declining ticket sales and high operating costs forced the circus to close.
- Who owned Ringling Bros.? The circus was owned by Feld Entertainment.
- Will it ever reopen? It’s possible but challenging due to high costs and changing public perceptions.
- Have there been attempts to bring it back? Yes, Feld Entertainment has explored a comeback but nothing is confirmed yet.
Background on the Ringling Bros. Circus Closure
The Ringling Bros. and Barnum & Bailey Circus had been a family-owned operation since its founding in 1871. For many years, it was one of America’s most beloved forms of entertainment. At its peak in the early 1900s, Ringling was popular nationwide, traveling via railroad to perform in sold-out arenas across the country.
However, in later decades, the circus struggled to attract modern audiences. Rising operating costs, including railroad transport, made the touring model difficult to sustain. By 2017, Feld Entertainment cited high costs and declining ticket sales as key factors in shutting down the iconic circus.
“There isn’t any one thing,” said Kenneth Feld, chairman of Feld Entertainment. “This has been a very difficult decision for me and my family.”
The final circus performance was held at Nassau Coliseum in New York. Ringling Bros. had nearly 500 employees, many of whom were let go after the closure. The company retained its other live touring productions, such as Disney on Ice and Monster Jam truck rallies.
Key Reasons for Ringling Bros. Decline
Why did such a storied circus struggle in its later years? There were a few key factors in its decline:
- High operating costs – The circus required expensive railroad transport, venue rentals, animal care, and more. These costs made the touring model difficult to sustain.
- Declining ticket sales – Public interest waned in the 2000s. Ringling tried various tactics to boost sales but could not attract enough consistent audience numbers.
- Competition from entertainment – Cirque du Soleil’s creative shows appealed more to modern audiences. Other entertainment like video games also competed for people’s time.
- Shift away from animal acts – Ringling retired its elephant acts in 2016 due to public concern over animal rights, impacting a major draw.
Feld Entertainment cited falling ticket sales as the primary reason for shutting down the circus. Despite its iconic place in American history, Ringling simply could not attract enough modern audiences to support its enormous overhead costs.
Final Years and Attempted Changes
In Ringling’s final decade, Feld Entertainment attempted various initiatives to reinvigorate interest and increase sales. Some of these changes included:
- Launching circus-themed cruise ship shows
- Partnering with Madison Square Garden Entertainment
- Adding interactive smartphone games during shows
- Hiring new performance talent
- Cutting back European tours to reduce costs
However, these changes did not deliver the sustained boost in ticket sales that was needed. In 2015 and 2016, Feld began cutting back circus tours and phasing out elephant acts due to public pressure. By 2017, the company determined the circus was no longer viable.
“This has been the most difficult business decision of my career,” said Feld executive vice president Alana Feld in an interview. “But the decline in ticket sales made it impossible to support the high costs associated with producing the circus.”
Could Ringling Bros. Circus Make a Comeback?
Fans often wonder if Ringling Bros. might ever return. While difficult, experts say a revival is not impossible.
“I do think there is a possibility that the circus could come back in some form in the future,” said circus historian Fred Dahlinger Jr. “The brand still holds cultural significance for many.”
Here are some key considerations for a potential Ringling Bros. comeback in the future:
- High costs – Recreating the touring model would require major upfront investment. Transporation, venues, talent, marketing and other costs could be prohibitive.
- Changed public perceptions – Modern audiences care more about animal rights. Elephant acts likely could not return. Other acts would need updating.
- Fresh approach – Experts say a revival would need a fresh creative approach and new acts catered to today’s viewers.
- Right timing – Comeback attempts would likely need to wait several more years for nostalgia to build and costs to potentially decrease.
While a revival faces challenges, Feld Entertainment has indicated it is open to bringing back the circus someday if the timing and conditions are right. CEO Kenneth Feld said the company would be considering options for the future.
Analysis of a Potential Comeback Model
What might a reinvented Ringling Bros. circus look like in the future? Here is an analysis of key considerations:
Focus on Reducing Overhead Costs
Any successful revival would require dramatically reducing overhead costs. Experts say railroad transport likely could not be recreated. A potential model could involve:
- Shorter limited-run tours in major cities rather than nationwide tours
- Performances in smaller venues like theaters rather than arenas
- Minimizing exotic animal acts and related costs
- Leveraging lower-cost modern technologies like projection mapping
Create Original Contemporary Acts
Experts say new acts would need to be developed to draw modern audiences. Potential ideas include:
- Innovative aerial acrobatic routines utilizing projection technology
- Diverse contemporary music and dance shows
- Comedy/illusionist shows in the style of magicians like David Copperfield
- Cutting-edge technological elements like holograms or drones
The key would be acts that capture the imagination of today’s viewers and capitalize on modern tech capabilities in new ways.
Leverage the Power of Nostalgia
The Ringling Bros. name still carries nostalgic weight. A smart revival could leverage that power by:
- Promoting the comeback as a historic limited-time event
- Offering special VIP packages with circus memorabilia
- HighlightingRingling traditions like clowns, costumes, circus snacks, etc.
Nostalgic marketing and experiences could attract former circus-goers excited to re-live childhood memories.
Digital and Social Media Strategies
Any modern revival would require an strong online and social media presence to boost interest. Tactics could include:
- Viral videos of new acts on YouTube, TikTok, etc.
- Leveraging Instagram influencers and hashtags
- Interactive online contests and ticket giveaways
- Behind-the-scenes live streams
Digital engagement and buzz will be key to drive ticket sales, especially among younger demographics.
Has Feld Explored Reviving Ringling Bros.?
Feld Entertainment has indicated it is open to bringing back the Ringling Bros. circus one day under the right conditions. In 2018, Kenneth Feld said the company had been exploring ideas for potential comebacks.
“We’re continuing to look at opportunities and keeping the door open,” he told Los Angeles Magazine. “If the right opportunity presents itself, I’ll make that decision.”
No concrete revival plans have been announced yet. But by keeping the Ringling Bros. trademark active, Feld Entertainment is signaling possibilities in the future. The company also identified Asia as a market with strong growth potential going forward.
Other major factors in exploring a comeback include allowing time for nostalgia to build, reducing overhead costs through new business models, and developing engaging contemporary acts.
Reviving Historic Brands: Case Studies
While challenging, reviving historic brands is not unprecedented. Here are some examples of other iconic brands making successful comebacks after shutting down:
Company | Year Closed | Year Returned | Keys to Comeback |
---|---|---|---|
Mini (cars) | 2000 | 2001 | Nostalgia marketing, new & improved designs, BMW ownership |
Volkswagen Beetle | 1979 | 1998 | Iconic retro design, baby boomer nostalgia, smart marketing |
Twinkies | 2012 | 2013 | Internet campaigns by fans, company buyer quickly resumed production |
Like these brands, Ringling Bros. retains strong nostalgic value and cultural significance. With smart business approaches and some time, fans remain hopeful the circus could make its way back.
The Future of the Circus Industry
While traditional circuses have declined, the circus industry itself is not completely dead. New circus formats drawing on contemporary performance art continue to evolve.
Cirque du Soleil pioneered this movement in the 1980s by blending circus skills with musical theater. With breathtaking acrobatics and creative storytelling, it became a global sensation.
Other contemporary circuses like the Big Apple Circus and Circus 1903 have followed suit with intimate shows in theaters and concert halls. Experts say this “new circus” format has a brighter future than the old three-ring model.
“I think you’ll see more and more contemporary circus productions, as opposed to the Ringling model,” said circus consultant George Caceres. “It’s about quality, intimate shows that focus on innovative acts.”
Animal-free shows also increasingly resonate with modern viewers. While classic circus elephants likely can’t return, contemporary animal acts may gradually phase out too.
The circus industry will continue evolving. While extravagant touring tents may disappear, circus performance art persists in innovative new productions.
Conclusion: The Potential Is There
In summary, experts and fans agree Ringling Bros. circus still holds unique cultural nostalgia. While logistical and cost challenges are real, the famous brand retains goodwill and interest.
Under the right conditions, Ringling could potentially make a comeback. It would require reimagining the model to reduce overhead. Original acts catered to modern viewers would be essential.
Feld Entertainment is open to reviving Ringling someday. Other brands have shown historic comebacks are possible with the right strategy. For now, Ringling fans hold out hope that the iconic circus may again display “The Greatest Show on Earth.”