What Circus Smirkus does

Circus Smirkus is a nonprofit youth circus education organization founded in 1987 by Rob Mermin and headquartered in Greensboro, Vermont. It preserves and teaches the skills, culture, and traditions of the traveling circus to youth ages 5-18 through three integrated program lines: the annual Big Top Tour (a traveling troupe of 28-30 young performers ages 11-18 selected by audition, performing 69+ shows across five New England states each summer under authentic big top tents), Smirkus Camp (a residential summer camp offering tiered sessions ranging from a $250 single-day Smirkling experience to $5,295 three-week Road Show or Advanced programs, plus a Family & Friends Weekend and CIT program), and School Residencies (on-site circus arts instruction in K-12 schools aligned with social-emotional learning principles via the proprietary CircusSecrets methodology developed over 20+ years).

The organization's underlying instructional technology is a curriculum framework — CircusSecrets — combining circus skill instruction (juggling, balance, plate spinning, acrobatics, aerials, clowning, diabolo) with social-emotional learning strategies ('Try, Try Again', 'Give Help, Get Help', 'Imagine', 'Power of Persistence'). A Weikart Center study funded by Cirque du Soleil reportedly found the methodology delivered superior SEL outcomes versus other supplemental arts and sports activities studied. Operational technology is lightweight: CampDoc for camp registration, Vimeo for video distribution, Square for the camp store, Google Forms for volunteer sign-ups, and Blackbaud for donations — there is no proprietary software platform or AI/ML component disclosed.

Circus Smirkus generates revenue through a mix of earned and contributed streams: tiered camp registration fees ($250-$5,295), Big Top Tour ticket sales, customized school residency fees, Vermont Agency of Education grants (including Flexible Pathways Expansion Grants), annual fund campaigns, and a Holiday Auction. Customer segments span three groups: youth performers and their families (the primary segment), K-12 schools and after-school programs seeking SEL-aligned enrichment, and families seeking shared multi-generational circus experiences. Distribution is regional (New England) via direct sales for camps and tours, and school partnerships for residencies, with marketing primarily through the organization-owned website, e-newsletter, Vimeo/YouTube content, and earned media (NBC Nightly News Kids Edition, Smithsonian Folklife Festival invitation in 2017).

Name

Circus Smirkus

Legal name

Circus Smirkus

Website

https://smirkus.org

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

Circus Smirkus is a Vermont-based nonprofit youth circus education organization founded in 1987, serving youth ages 5-18 through the Big Top Tour, residential summer camps, and K-12 school residencies anchored by its proprietary CircusSecrets social-emotional learning curriculum.

Ownership category

akta.pro rank

Product category

Youth Circus Education and Performance

NAICS

All Other Amusement and Recreation Industries (71399), Fine Arts Schools (61161)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Circus, Magic & Variety Shows (THAJAFAH)

akta.pro secondary industry

Circus & Physical Theatre (MPAGABAL)

Keywords

• Youth circus education
• Circus arts training
• Summer camp programs
• School residencies
• Social-emotional learning

Headquarters

HQ city

Greensboro

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Camp Registration Fees: Circus Smirkus generates revenue primarily through tiered camp session fees ranging from $250 for single-day Smirkling camp to $5,295 for 3-week Road Show sessions. Multiple session dates are offered throughout the summer.
2. Big Top Tour Ticket Sales: The traveling youth circus performs 69+ shows across New England states (MA, ME, NH, VT) from June through August, generating revenue through audience ticket purchases.
3. Donations and Fundraising: Annual Fund campaigns, the Holiday Auction, and capital campaign donations support operations and scholarship funding for campers who cannot afford full tuition.
4. School Residency Fees: Schools and after-school programs pay for circus arts instruction residencies, with costs customized based on program length and number of classes participating.
5. Government and Foundation Grants: Vermont Agency of Education grants support residency programs and educational initiatives, including Flexible Pathways Expansion Grants and special project funding.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Circus Smirkus operates a nonprofit youth circus organization delivering three core programs: the Big Top Tour (a 69+ show annual traveling youth circus performance across New England with 28-30 troupers ages 11-18), Smirkus Camp (residential summer circus training in Greensboro, VT with tiered session types for ages 5-18), and School Residencies (on-site circus arts instruction in K-12 schools aligned with the proprietary CircusSecrets social-emotional learning curriculum). Ticket sales, camp tuition, residency fees, donations, and grants sustain operations.

Product overview

Circus Smirkus is a youth circus organization offering a portfolio of programs centered around circus arts education and performance. The core offerings include the annual Big Top Tour (a traveling youth circus show featuring 28-30 young performers touring New England), Smirkus Camp (residential summer camp with multiple session types including Smirkling, All Levels, Intermediate, and Advanced programs), and School Residencies (on-site circus instruction for schools aligned with social-emotional learning). Additional offerings include Family & Friends Weekend and the SmirkFest summer festival. Programs serve youth ages 5-18 with skill levels ranging from first-time beginners to advanced performers, and include specialized tracks like Road Show (mini-tour experience), Advanced Ensemble (full production creation), and Individual Acts development.

Differentiator

Problem solved

Functional benefit

Products and services

• Big Top Tour An annual traveling youth circus show featuring a troupe of approximately 28-30 young performers ages 11-18 who tour across New England performing under authentic circus big top tents, with 69+ shows per summer across Massachusetts, Maine, New Hampshire, and Vermont.
• Smirkus Camp Residential circus arts summer camp programs at the Greensboro, Vermont campus offering tiered session types for ages 5-18 spanning single-day introductions through three-week performance intensives, including Smirkling, All Levels, Intermediate, Intermediate Skills Intensive, Road Show, Advanced Ensemble, Advanced Individual Acts, and CIT programs.
• School Residencies On-site circus arts instruction programs that bring veteran circus educators into K-12 schools and after-school programs, teaching juggling, balance, plate spinning, acrobatics, diabolo, and other circus skills integrated with the proprietary CircusSecrets social-emotional learning curriculum.
• Family & Friends Weekend A four-day inclusive camp experience for families with children ages 5 through adult, combining lodging, meals, and aerial, juggling, acrobatics, and clowning workshops in a shared multi-generational format.
• SmirkFest A summer festival event held at Smirkus Camp that serves as the culminating performance venue for Road Show campers, with public-facing family programming.

Quantifiable outcome

• According to a Weikart Center study funded by Cirque du Soleil, circus residencies improved social and emotional learning skills in all areas measured and delivered results better than all other supplemental arts and sports activities studied.

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Partnerships

Six partnerships are on record, tiered core, minor and flagship.

• Winooski School DistrictcoreStrategic or Co-development PartnerPartnership awarded Vermont Agency of Education Flexible Pathways Expansion Grant to demonstrate how circus arts can support personalized learning experiences. Circus Smirkus and Winooski Middle School aligned offerings around content and skills, tracking individual student progress toward learning goals.
• Essex Westford School District (EWSD)coreStrategic or Co-development PartnerFirst school district to pilot remote circus arts instruction over Zoom, integrating Circus Secrets social-emotional learning curriculum for students K-5. Over 100 students had access, with nearly half participating weekly.
• Lakeview Elementary SchoolminorStrategic or Co-development PartnerExtended residency program lasting half the school year integrated into PE classes, serving approximately 40 K-6 students in Greensboro, VT.
• Smithsonian Folklife FestivalflagshipStrategic or Co-development PartnerInvited to participate in the 50th anniversary Circus Arts program featuring intimate workshops, full-scale performances, and learning opportunities from master circus artists. Coincided with Circus Smirkus's 30th anniversary.
• École Nationale de CirqueminorOthersInternationally renowned National Circus School in Montreal that has accepted multiple Smirkus alumni (Sam Landa, Sarah Norden, Sam Hollis) into its professional circus artist training program.
• Circus ZambiacoreStrategic or Co-development PartnerCross-cultural exchange program partnership. Patrick Chikoloma from Circus Zambia became the first Sub-Saharan African member of the Circus Smirkus Big Top Tour in 2017, following an exchange with Van Lodostov Family Circus.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Cirque du Soleil: The dominant global circus entertainment company and a downstream employer of Smirkus alumni. It funds adjacent SEL research and operates at a vastly larger scale, making it a strategic incumbent rather than a direct competitor.
• Ringling Bros. and Barnum & Bailey Circus: Historic American circus whose alumni (including Smirkus's Summer Camp Director William Forchion) overlap with Smirkus's talent pool. It is a broader incumbent in circus performance and education rather than a direct competitor in youth programs.
• 7 Fingers: International contemporary circus company that has hired former Smirkus troupers. Comparable as a downstream destination for Smirkus-trained talent and as an operator of circus education and performance programming.

Emerging players

• École Nationale de Cirque: Canada's premier professional circus school in Montreal, which has accepted multiple Smirkus alumni. It represents the next-stage training pathway for Smirkus graduates and is a natural comparator in youth circus education.
• Midnight Circus: Chicago-based circus co-founded by Julie Jenkins, who now co-directs Smirkus's Big Top Tour. It runs intimate circus performances and training, overlapping in format, talent pool, and educational philosophy.

Direct peers

• Big Apple Circus: New York-based touring youth-and-family circus that operates a similar model of ticketed live performances with educational programming. Directly comparable in mission, audience, and touring big-top format.
• New England Center for Circus Arts: Brattleboro, VT-based circus school serving youth and adults in the same New England region as Smirkus. Direct competitor for circus-arts students, residencies, and family programming in Smirkus's home market.

Regional players

• Circus Center (San Francisco): West Coast youth and adult circus training school that offers classes, camps, and performances comparable to Smirkus's curriculum. Regional peer operating a parallel circus-education model on the opposite coast.
• Aloft Circus Arts: Chicago-based circus school and performance company offering youth classes, camps, and shows comparable in structure to Smirkus Camp and the Big Top Tour. Geographic non-overlap makes it a regional peer rather than a direct competitor.

Others

• Circus Smirkus Big Top Tour (historical comparator: Pickle Family Circus): The Pickle Family Circus, where Smirkus's Summer Camp Director previously performed, is a thematic predecessor in the modern American circus movement. Included as an adjacent/ecosystem reference rather than a current competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/circussmirkus
• Facebookfacebook.com/CircusSmirkus
• LinkedInlinkedin.com/company/circus-smirkus

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Circus Smirkus