Day three of the trade show was another warm one with traffic coming in steadily throughout the day.  It seems the mood in just about every corner was optimistic.  From customers to manufacturers and suppliers, business seemed good and the outlook positive.  Some complained that the price of attractions had reached new heights and were getting out of reach but you also had companies like AMD with rides and Midwest Concessions with food stands that were filling a void in the mid-priced market for smaller operators and those looking to  affordably make additional purchases.

 

Fiesta Shows adds new ARM Ali Baba

E.J. Dean of Fiesta Shows said the company had a good season, despite dealing with rising costs of goods and labor issues.  “Things tend to be a little more expensive in New England”, said Dean, citing the fact that freight, including ride shipments, had to come from ports in the mid-Atlantic and trucked north.

The show is taking delivery on a new Ali Baba-type ride from ARM this year.  The ride will have a Hawaiian theme.  Last year, the company bought a new Freak Out from KMG to replace an older model and they received a 2-story fun house from Gosetto, themed “Fun Factory”.  “We are very happy with it”, said Dean, adding “you can't go wrong with a good back-end piece”,

Dean said the industry was largely stable in New England, with not a lot of fluctuation.  Many carnivals, including Fiesta, have played their route and events for years.

The Fiesta season runs from mid-April through October, a tradition that hasn't changed much over the years.  “We always opened in April but we have extended the season some into October”, he said.  Dean said the company had added some fall events, including corn mazes and pumpkin patches to extend the season into October.

Fiesta has two units that carry 45 - 50 rides.  The company's growth really kicked into gear when Gene Dean, E.J.'s father moved the focus from his amusement park to the carnival.  “He took an amusement park mentality and made it mobile”, said E.J. Dean.  E.J. remembers working in the park, learning tasks from the ground up.  He worked in games, ran stock, and pulled balls in the Pokerino machine among other tasks. “My dad taught me from the ground up”, he said.

Fiesta's route does not change substantially from year to year, with only about 5 - 10% of events coming in or out of the lineup, Similarly with rides, they are not so much looking to add rides, as to replace older pieces with more modern or higher grossing equipment.  “We don't want to compromise quality by expanding too much”, he added.

The show carries 6 food stands on each unit and all food is owned by the show or key employees of the company.  Games operate in a similar way, with locations shared by 4 or 5 concessionaires and the balance operated in house.  Dean pointed out that his dad came from the game business on the beach and the company continues that tradition to this day.

Another modern addition the show has made is implementing the FunTagg cashless system.  “This is about our fifth season operating with FunTagg and it has been great”, said Dean, adding the primary benefit is the ease and speed of use for the guest.

One innovation E.J. brought to the  company is the operation of two light shows during the Holidays.  During the Pandemic, Dean started light shows in two locations the company operates to this day.  “The events keep the staff working longer into the season”, he adds.  There are no rides at the events, it is strictly a drive through.  “It's been a successful 5-years and we are still going”, he adds.  Dean said some competition with new light events has diluted business a bit but the events remain solid.

Asked how involved his father was in the business Dean said “I talk to him every day.  He is my best friend and he loves the business”.  He said the senior Dean talks to him about things to be done and improved due their calls and the two make a great team.

As for Dean's kid's now in high school and college, he said they work in the summers but it remained to be seen whether or not the carnival would be their career. 

Dean's wife Norma has carved out her own business niche, making herself the Cream Puff and Eclair Queen of the Big E in Springfield Mass.  Dean said they recently expanded and took over the Better Living Center just this past year.



 

Coy Heatherly

Coy Heatherly is a long-time game operator from Indiana, now turned builder and consultant.  He takes trailers from game concessionaires, breaks them down, reskins them and customizes the entire attraction including marquees and wings, He's been working all fall at his Parker City, Indiana shop since leaving the road after a couple of state fairs.

In addition to his refurbishment gig, Heatherly still operates games at two of the nation's largest events, the Wisconsin State Fair and the Minnesota State Fair.  He has a basketball and mini ball in Wisconsin and a milk can and punk rack in Minnesota.  He won the top awards at both events in 2024 — the Game Operator of the Year in Wisconsin and Best of Show in Minnesota.

Heatherly started out with Max Oren when was 11 at the Ohio State Fair .  He played Ohio spots including Muncie, IN with Rod Link as well. 

He operated a basketball game at the Ohio State Fair from the time he was 11 until he gave up his location in the 1990s to head out west.  Out west, he played with RCS  and B & B Amusements for several years before coming back east to run Interstate Amusements of America for 10 years.  Running an entire carnival was a big undertaking, leaving Heatherly “no time to rest”. 

Heatherly says he has operated “every game imaginable” and worked with other shows such as Hildebrand's and Wade Shows.  He even helped Terry Hampton build his first two group games.

It is this wealth of experience building and operating games of all types that Heatherly brings to bear when he does a project for a client.  Knowing how games make money and what modifications will help the owner maximize revenue and reduce costs are keys to his success. 

With only two, albeit big events, left on his schedule, Heatherly now devotes his time to helping other concessionaires reach a new level of success.