Midway Of Fun

What Midway Of Fun does

Brass Ring Amusements, doing business as Midway of Fun, is a family-owned mobile carnival operator headquartered in Fair Oaks, California. Founded in 1985, the company deploys a mobile fleet of amusement rides — organized into Spectacular, Thrill, Family, and Kiddie categories — alongside midway games and food concession trailers to fairs, festivals, rodeos, and 4th of July celebrations across California and Nevada. The business owns winter-quarters infrastructure for equipment refurbishment and off-season storage, and operates a registered brand identity under the trademark 'California's Friendliest Carnival®.'

The company's core technology is operational rather than digital: a multi-layered safety regime that combines internal manager checklists with attraction-specific inspections, third-party audits, and municipal fire department and state ride inspection division verifications, supported by NAARSO membership and standards alignment. A proprietary consumer-facing feature, the Size Wize (Measure Up) system, lets parents check ride eligibility by child height before attending. Digital infrastructure is minimal: a content and e-commerce website (midwayoffun.com), online advance ticket sales, Google Analytics, and standard social media channels (Facebook, Twitter/X, Instagram).

Commercially, Midway of Fun generates revenue across five streams: walk-up and advance consumer ticket sales at events; B2B fair and festival bookings; corporate and private rentals (including holiday events at shopping malls and city Christmas trees); film and television production rentals supplying carnival equipment and operators to movie and TV sets; and food and game concession sales during events. Pricing is quote-based for B2B segments and undisclosed for consumer tickets. Customer segments span county fair boards, municipal event planners, corporate buyers, production companies, and end consumers, with reach concentrated in northern and central California plus northern Nevada.

Name

Midway Of Fun

Legal name

Brass Ring Amusements

Website

https://midwayoffun.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

1–10 employees

Short description

Midway of Fun is a family-owned mobile carnival operator, founded in 1985 and headquartered in Fair Oaks, California. It deploys rides, games, and food concessions at fairs, festivals, private events, and film/TV productions across California and Nevada.

Ownership category

akta.pro rank

Product category

Carnival and Amusement Services

NAICS

Amusement and Theme Parks (71311), Amusement Parks and Arcades (7131)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Amusement Parks (Regional/Local Ride Parks & Funfairs) (THAJAEAD)

akta.pro secondary industries

Amusement Parks & Theme Parks (THAAAAAA), Family, Kids & Education Fairs (MPAGAFAH)

Keywords

• Mobile carnival services
• Amusement ride operations
• Fair midway rentals
• Carnival food concessions
• Film production rentals

Headquarters

HQ city

Fair Oaks

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Event Ticket Sales: Revenue generated from selling ride tickets to consumers at fairs, festivals, and events throughout California and Nevada. Tickets can be purchased online in advance or at the event.
2. Fair & Festival Bookings: B2B revenue from providing complete carnival midway services to fair and festival organizers, including rides, games, and food concessions for multi-day events.
3. Corporate & Private Rentals: Revenue from renting individual rides or complete carnival setups for corporate events, private parties, and holiday-themed events. Includes long-term rental options.
4. Film & TV Production Rentals: Revenue from providing carnival attractions and midway setups for television shows, movies, and commercial productions.
5. Food & Game Concessions: Revenue from food trailers serving confectionery products and game booths operating during carnival events.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Midway of Fun operates a mobile carnival business that deploys a fleet of amusement rides (spectacular, thrill, family, and kiddie rides), carnival games, and confectionery food concessions to fairs, festivals, corporate events, private parties, and film/TV production locations across California and Nevada. The company serves both individual consumers through walk-up and advance ticket sales at events, and event organizers through direct booking relationships for full midways or individual ride rentals.

Product overview

Midway Of Fun is a family-owned and operated carnival business serving California and Nevada since 1985. The company offers a comprehensive carnival experience built around four ride categories: Spectacular Rides (large-scale attractions like Bayren Kurve, Falling Star, Sea Dragon, Vista Wheel), Thrill Rides (high-intensity rides like Zipper, Ferris Wheel, Drop Zone), Family Rides (for all ages like Carousel, Super Slide, Tornado), and Kiddie Rides (child-appropriate rides like Christmas Train, Tea Cups, Magic Dragon). Supporting services include Food Concessions, Games, Corporate & Private Rentals, Film Production Rentals, and Fair & Event Booking. The company also provides a Size Wize height measurement tool for rider safety. They operate under the DBA 'Brass Ring Amusements' and are known as 'California's Friendliest Carnival.'

Differentiator

Problem solved

Functional benefit

Products and services

• Carnival Midway Experience Full-service mobile carnival midway delivered to event locations, combining a four-tiered fleet of amusement rides (Spectacular, Thrill, Family, and Kiddie), carnival games, and food concessions offered under one ticket purchase to event attendees at fairs and festivals across California and Nevada.
• Food Concessions Food trailers serving confectionery products as part of the carnival midway experience at fairs, festivals, and private events.
• Carnival Games Pay-to-play carnival midway games including Gold Fish, Neptune's Fury, Water Race, Break A Bottle, Baseball Toss, Bust One You Win, Balloons, and NBA Jam Basketball offered alongside rides at carnival events.
• Fair & Festival Booking Multi-day full-carnival booking service for fair boards, festival organizers, fundraisers, and event committees, providing thrilling, family, and kiddie rides plus food and games under a single contract.
• Corporate & Private Rentals Rental service providing individual rides (such as Carousels, Trains, Moonwalks/bounce houses, Dizzy Dragons, and Giant Century Wheel) or complete carnival setups for corporate events, private parties, and holiday-themed events, including long-term rental options.
• Film & Movie Production Rentals Provision of full carnival midway setups (including rides, games, and food) or individual rides to film and television production companies for movie, TV, and commercial shoots.

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• Outdoor Amusement Business Association (OABA)minorOthersIndustry trade association for outdoor amusement businesses providing networking, advocacy, and standards development for carnival operators.
• Western Fairs Association (WFA)coreOthersRegional association representing fairs and expositions in the western United States. Midway of Fun has served California and Nevada fairs since 1985.
• International Association of Fairs and Expositions (IAFE)coreOthersInternational organization serving fairs, expositions, and entertainment venues. Provides industry resources and networking opportunities.
• Rocky Mountain Association of Fairs (RMAF)minorOthersRegional association serving fairs in the Rocky Mountain region, complementing the company's Nevada operations.
• Heartland Association of Fairs, Festivals and Events (HAFFE)minorOthersAssociation serving fairs and events in the heartland region, expanding industry connections beyond core operating areas.
• National Association of Amusement Ride Safety Officials (NAARSO)coreOthersOrganization dedicated to amusement ride safety standards and training. Midway of Fun's safety record is maintained through NAARSO-aligned inspection protocols.
• International Festival And Events Association (IFEA)minorOthersGlobal association for festival and event professionals providing resources, certification, and networking for event organizers.
• Showmen's League of AmericaminorOthersTrade organization for carnival showmen and amusement industry professionals.
• Show Folks of AmericaminorOthersOrganization serving entertainment industry professionals and carnival operators.
• Miami Showmen's AssociationminorOthersTrade association for carnival operators and amusement industry professionals based in Florida.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Wade Shows: Family-owned mobile carnival operator serving fairs and festivals in the Midwest and beyond with a similar mix of rides, games, and concessions. Directly comparable in operating model, customer segment, and seasonal revenue structure.
• Deggeller Attractions: Long-established mobile amusement ride operator providing midway services at fairs across the US. Highly comparable to Midway of Fun in multi-tier ride portfolio (spectacular, thrill, family, kiddie) and B2B fair booking focus.
• Funtastic Shows: Family-operated mobile amusement company providing rides, games, and food concessions at fairs and special events, primarily in the western US. Directly comparable in ownership profile, service mix, and customer base.
• Butler Amusements: One of the largest mobile carnival operators in the western United States, providing rides, games, and food concessions at fairs across multiple states. Directly comparable to Midway of Fun in business model, service mix, and target customer (fair organizers).
• Powers Great American Midways: Multi-state mobile carnival operator offering thrill, family, and kiddie rides plus games and food at fairs and festivals. Comparable to Midway of Fun in mobile midway service delivery and B2B fair booking model.

Broad incumbents

• North American Midway Entertainment: The largest mobile amusement company in North America, providing midways, rides, and concessions to state and county fairs nationwide. A broader incumbent that competes with Midway of Fun for marquee fair contracts but operates at a much larger scale.
• Branson Scenic Railway / Palace Entertainment: Larger entertainment venue and amusement park operators (Palace Entertainment family of parks) that compete with mobile carnivals for family entertainment dollars, especially in California. Broader incumbents with fixed-location attractions.

Regional players

• Big A Amusements: West Coast mobile carnival and ride rental company serving fairs, festivals, and private events in California and neighboring states. Comparable geographic footprint and service offering to Midway of Fun.

Others

• S&S Worldwide: Major manufacturer and supplier of amusement rides and attractions used by mobile carnival operators and theme parks. Adjacent to Midway of Fun as a key supplier whose products populate its ride fleet, rather than a direct competitor.
• California State Fair: Major California fair organizer that contracts with mobile carnival operators like Midway of Fun. Representative of the customer segment (fair organizers) on which Midway of Fun's B2B booking revenue depends.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/midwayoffun
• Facebookfacebook.com/midwayoffun
• Instagraminstagram.com/midwayoffun
• LinkedInlinkedin.com/company/midway-of-fun

Revenue estimate

Valuation estimate

Number of profiles

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 Midway Of Fun