Encyclopedia Dubuque
"Encyclopedia Dubuque is the online authority for all things Dubuque, written by the people who know the city best.”
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Affiliated with the Local History Network of the State Historical Society of Iowa, and the Iowa Museum Association.
CIRCUS HISTORY
CIRCUS HISTORY. Newspaper accounts of "the circus coming to town" often mimic each other in the accounts of the twenty-plus car railroad trains bringing equipment, animals, and performers to town, the huge crowds eager to see the parade, and the marvelous acts. Equally worth remembering are the other facts that were not so often repeated over the years and therefore are prone to be forgotten.
In the history of Dubuque, there has not been found to be an instance when two circuses were scheduled into town on one occasion. This meant that Dubuque did not suffer from "circus wars" that occurred when two shows were scheduled for the same day. The "war" was carried out at the advertising level. Post hangers for one circus found the next day that all their hard work was obscured by new posters hung by employees of the other circus overnight. In some instances, each circus would try to claim just part of town. This seldom worked. The "war" was not so much to ensure crowded audiences as to show strength to competitors. In 1902 a "circus war" was conducted by Ringling Brothers and the Wallace shows in Cedar Rapids, Des Moines, Waterloo, and Oskaloosa. (1)
The growth of the RINGLING BROTHERS' CIRCUS might never had occurred without the help of Dubuque's neighbors to the southeast in Cascade. In 1879 the Ringling circus was small, owned by the five Ringling brothers, and was financially broke in Onslow, Iowa. Making matters worse, a tornado had ripped the circus tent to shreds. Mustering all its resources, the crew moved fifteen miles in horse-drawn wagons to Monticello hoping for a good crowd. The fee required by the town was more than the show could afford. Going ahead alone, Al Ringling headed for Cascade, a town known for being 'a good show town.'(2)
Isaac Baldwin, the mayor and publisher of the newspapers, and R. J. McVay, a private banker, came to the rescue. Baldwin printed advertising handbills on credit and waived the show permit required. McVay loaned Ringling the money to move the show to Casacde--a project that took several days. (3)
With a patched tent, the Ringling circus played to packed houses making the show financially sound. Moving on and adding talent, the Ringling Circus was soon traveling the nation by rail car. Since Cascade, however, was only linked to the outside world by narrow-gauge track, the circus was never able to return to the scene of its resurrection. (4)
Some time later, the Ringling Circus was booked into Monticello and three Cascade residents traveled to see it. Al Ringling, remembering the great help Cascade had given his crew, allowed the three to enter free-of-charge. During the performance, Ringling told the crowd of the history in Cascade and vowed that anyone able to prove they were from Cascade would be admitted free 'wherever we are.' (5)
The idea of requiring a permit for an exhibition could be traced to at least 1863. In that year, it appeared the amount of the fee could be set by the mayor. In May of that year, CASTELLO'S AND VAN VLECK'S MAMMOTH CIRCUS appeared in Dubuque. On May 5, Dubuque Herald writers commented on the fine condition of the horses and wagons, the crowded pavilion during the show, and quality of the acts. In a separate article, entitled "Unfair," the writers noted that the circus in its two days in Dubuque had probably spent one thousand dollars on supplies. It was then questioned why the circus had to pay $75 for a permit when similar events were usually charged $25. The writers suggested that if the mayor could not be convinced to waive the fee, the charge should be no more than that charged similar businesses.
The determination of permit fee amount came about through a state law passed in 1876. It stated:
An Act to regulate circuses and other public shows.
Section 1. Be it enacted by the general assembly
of the State of Iowa. That before any
person can exhibit any traveling show
circus not prohibited by law, or show
any natural or artificial curiosity, or
exhibition of horsemanship in a circus
or otherwise for any price, gain or reward,
in any county outside of the outside of
the limits of any city or incorporated
town, he shall obtain a license therefore
from the county auditor, upon the payment
to the county treasurer of such sum as may
be fixed by the board of supervisors, not
exceeding one hundred dollars for each and
every place in the county at which such show
circus may exhibit.
Section 2. If any person shall exhibit any show above
contemplated without having first obtained
such license, he shall be deemed guilty of
a misdemeanor and punished accordingly, and
shall forfeit and pay double the amount fixed
for such license for the use and benefit of
the school fund.
In 1900 Ringling Brothers passed through Dubuque, but did not perform. The show grounds was just outside of town and both the city and county demanded license fees--the city for the parade and the county for the show. Each cost $200. The circus officials claimed this was twice what they were normally charged. (6)
In August of 1910 the Dubuque County Board of Supervisors took "a long run and jump at the traveling circus organization which may be compelled to show outside the limits of towns or cities for more than a day." (7) In addition to requiring a permit from the county auditor, the board determined: (8)
When the general and reserved seat admission fee charged
by such show, circus, or exhibition is 50 cents or more,
the license fee shall be $100.000 for the first day and
$50.00 for each succeeding day during the continuance of
such show, circus or exhibition.
When the general and reserved seat admission fee charged
is less than 50 cents and more than 25 cents, the license
fee shall be $75.00 for the first day and $15.00 for each
succeeding day during the continuance of such show, circus
or exhibition.
When the general and reserved seat admission fee changed
is 25 cents or less, the license fee shall be $50.00 of
the the first day and $10.00 for each succeeding day during
the continuance of such show, circus or exhibition.
The newspaper writers of 1910 must not have been aware of the history in Cedar Rapids. In 1885 the city was charging $300 for a circus permit with many in the community thinking it should be lowered to $250. (9)
The fee could pose a severe problem to a small circus, but was minor in comparison to other expenses.. In 1907 representatives of BARNUM AND BAILEY CIRCUS spoke with representatives of the Dubuque Herald. At that meeting, the circus representatives reported that it cost their circus $250,000 annually to advertise. This paid for the pictorial displays for billboards and the flyers which were distributed by the millions during the circus season. Posting the pictorial displays required special arrangements with the local bill posters months ahead of the show. (10)
The first knowledge the public had of the coming show was the arrival of the first of four advertising cars each equipped as a traveling hotel with dining and sleeping compartments. Each car had a manager, bill posting superintendent, and staff of from fifteen to twenty-five men. Lockers held twenty tons of printed paper which had to be renewed every two weeks. Under the cars were bins with a dozen barrels of flour for making paste. (11)
Arriving in town during the evening ensured that work could begin by 6:00 a.m. Wagons supplied by local liverymen received their allotment of pictorial paper and flyers. Each car supplied between five and ten teams supplied to fix circus announcements to every fence and billboard within miles. Aided by newspaper advertisements, the show was then properly announced. (12)
The posting of "circus banners" was to be done with the consent of the property owners, and those posting the banners often carried tickets to convince the fence owner. The number of banners, however, became an issue with the writers of the Dubuque Telegraph-Herald in 1911. While acknowledging that it was the right of a property owners to allow his property to be a scene for advertisements, the writers commented: (13)
last summer the Main Street of Dubuque had the
appearance of a street in a jay town run to seed,
so promiscuous were these circus banners...the
average man looking at a building covered with
circus banners concludes that it can't have much
use for rental purposes and that the man who owns
it hasn't very high opinion of it or very much
respect for appearances.
The posting of banners was one concern. Another concern, unexpected due to the eagerness to see the circus, was the increased threat of crime.
The circus is in town. Look out for house breakers,
burglars and thieves. Watch well your premises to
night. Stand guard with a gun, pistol, a bull-dog
and a broom stock, the latter in the hands of your
wife or the hired girl. Man was not made to mourn
and do all this fighting alone. (14)
As the size of circuses grew, the space to hold them became an increasing problem. As early as 1886, an editorial in The Herald reminded readers that only twenty-five years before available space was everywhere. Circus tents could be posted at the rear of the KEY CITY HOUSE, on lots that were now covered by Fischer's ice house or the Milwaukee and St. Paul passenger depot. By 1886 those attending the circus had to travel three miles from the center of town. (15) In 1952 an editorial in the Telegraph Herald bemoaned the situation that
With a single highway available, the Melody Mill
site is not ideal for a "big top." But where else
around here could you stage such an event. (16)
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Source:
1. "Circus War Waging Warm," Dubuque Telegraph-Herald, June 29, 1902, p. 2
2. "Recall Ringling's Free Invitation to Cascaders," The Telegraph-Herald, July 18, 1956, p. 1
3. Ibid.
4. Ibid.
5. Ibid.
6. "Ringlings Barred Out," The Dubuque Herald, July 11, 1900, p. 5
7. "Traveling Show License Raised," Dubuque Telegraph-Herald, August 3, 1910, p. 3
8. Ibid.
9. Untitled article. Dubuque Daily Herald, May 12, 1885, p. 4
10. "What It Costs to Bill a Circus," Dubuque Telegraph-Herald, August 8, 1907, p. 21
11. Ibid.
12. Ibid.
13. "Alas the Circus Banner," Dubuque Telegraph-Herald, May 19, 1911, p. 12
14. "Caught on the Fly," The Daily Herald, May 31, 1882, p. 4
15. "Local News in Brief," The Herald, September 8, 1886, p. 7
16. "Circus Comes to Town," The Telegraph Herald, September 5, 1952, p. 6