Showmen's League of America

What Showmen's League of America does

The Showmen's League of America is a 501(c)(10) fraternal nonprofit organization founded in 1913 in Chicago, serving carnival and amusement industry professionals across North America. It is the oldest organization of its type on the continent and provides fellowship, community service, scholarship funding, spiritual support (via a nationwide chaplain program), and memorial services (Showmen's Rest) for members and families in the mobile amusement industry. Leadership is provided by elected officers including 2025 President Lorelei Schoendienst, supported by a small staff of approximately 5 employees.

The League generates revenue through six streams: annual membership dues ($35/year with auto-renewal or $120 for a four-year term), event revenue from the annual Presidential Banquet (seats at $150, tables at $1,200) and other gatherings, yearbook advertising ($200 for one page, $500 for three pages), tiered event sponsorships ranging from $100 (Bronze) to $1,000 (Diamond), branded merchandise sales (Christmas ornaments at $40, St. Patrick's Day sweaters at $50), and tax-deductible donations. Operations run on Wild Apricot membership management software, which handles online enrollment, event registration, e-commerce, and newsletter distribution.

In 2025 the organization awarded over $120,000 in scholarships to students connected to the amusement business, co-located its Annual Meeting and Presidential Banquet with the IAFE conference at the Hyatt Regency Denver in December, and continued annual community service programs including Christmas parties serving over 650 children at Hanson Park Elementary School in Chicago and fundraising support for UMC Children's Hospital in Las Vegas. The 2026 Yearbook is scheduled for publication in Chicago in July 2026.

Name

Showmen's League of America

Legal name

Showmen's League of America

Website

https://showmensleague.org

Company type

Private

Founded year

1913

Operating status

Operating

Headcount range

1–10 employees

Short description

The Showmen's League of America is a 501(c)(10) fraternal nonprofit founded in 1913, serving carnival and amusement industry professionals across North America through membership dues, scholarships, annual banquets, and community service programs.

Ownership category

akta.pro rank

Product category

Trade Association / Fraternal Organization

NAICS

Convention and Trade Show Organizers (561920), Spectator Sports (71121)

SIC

Services-Membership Organizations (8600), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Professional & Association Conferences (MPAGAGAB)

akta.pro secondary industry

Community Parades, Carnivals & Street Fairs (MPAGAEAE)

Keywords

• Fraternal organization membership
• Carnival industry association
• Amusement industry networking
• Trade association services
• Nonprofit fellowship organization

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Dues: Annual membership fees and four-year membership fees collected from individuals in the carnival and amusement industry
2. Event Revenue: Banquet seat and table sales for presidential banquets and annual meetings
3. Yearbook Advertising: Revenue from selling page ads in annual yearbook publications
4. Sponsorship Packages: Tiered sponsorship packages for events including parade sponsorships with varying benefits
5. Merchandise Sales: Sale of branded merchandise including ornaments and apparel
6. Donations: Tax-deductible donations as a 501(c)(10) non-profit organization

Pricing tiers

Distribution channels3 records

Marketing channels4 records

Core offering

The Showmen's League of America is a 501(c)(10) fraternal nonprofit that provides membership-based fellowship, networking, and community services to individuals in the carnival and amusement industry. Its core offerings include annual and four-year membership tiers, an annual scholarship program for students in the amusement business, annual events including the Presidential Banquet and St. Patrick's Day Parade, a yearbook publication, and branded merchandise.

Product overview

Showmen's League of America offers a membership-based platform for carnival and amusement industry professionals. The core offerings include Active Annual Membership ($35/year) and Four Year Membership ($120), providing access to networking, scholarships, and community events. The organization runs annual fundraising events including the Presidential Banquet (December), St. Patrick's Day Parade (March), and T-Shirt Fundraiser. The scholarship program awarded over $120,000 in 2025. Merchandise includes commemorative sweaters ($50) and hand-painted glass ornaments ($40). The annual Yearbook serves as both a historical record and fundraising vehicle with advertising options ranging from $200-$500. The organization is a 501(c)(10) non-profit powered by Wild Apricot membership software.

Differentiator

Problem solved

Functional benefit

Products and services

• Active / Annual Membership Annual membership tier for individuals involved in the carnival and amusement industry, with automatic renewal at $35 per year, due every September 1st. Provides access to networking, scholarships, community events, and fellowship.
• Four Year Membership Four-year membership option at a discounted rate of $120, with no automatic recurring payments, for individuals in the carnival and amusement industry.
• Scholarship Program College scholarship program for students involved in the amusement business, awarding over $120,000 in scholarships in 2025, with applications due December 31, 2025.
• SLA St. Patrick's Day Parade Sweater Commemorative sweater available for purchase at $50, featuring SLA branding for parade participation.
• 2025 SLA Christmas Ornament Hand-painted glass ornament in satin giftbox, priced at $40, with proceeds benefiting nonprofit activities.
• SLA T-Shirt Fundraiser Annual t-shirt fundraiser supporting Showmen's League of America Day, with sponsor fee of $300 for logo placement on the shirt.
• St. Patrick's Day Dinner and Parade Annual participation in Chicago St. Patrick's Day Parade with dinner, general membership meeting, and trolley transportation. Sponsorship levels range from $100 (Bronze) to $1,000 (Diamond).
• Presidential Banquet Annual meeting and gala event featuring Diamond & Ice Ball, held in December with banquet seats at $150 each.
• Yearbook (Annual Publication) Annual publication with advertising space available: 1 page ad for $200, 3 pages for $500, with 8.75 x 11.25 portrait dimensions.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor.

• UMC Children's Hospital (Las Vegas)minorOthersLas Vegas Christmas Party fundraiser beneficiaries. In 2022, donors to the event raised over $5,000 for the hospital.
• Hanson Park Elementary School (Chicago)minorOthersAnnual Christmas party host for over 650 children, featuring Santa, magic shows, and distribution of toys, popcorn, and cotton candy.
• IAFE (International Association of Fairs and Expositions)minorStrategic or Co-development PartnerSLA events in Denver December 1 & 2, 2025 are held in conjunction with IAFE activities at the Hyatt Regency.
• Hyatt Regency DenverminorOthersHost venue for 2025 Annual Meeting and Presidential Banquet, providing meeting space and accommodation blocks for members.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Themed Entertainment Association (TEA): International membership association for themed entertainment creators and operators; similar fraternal/industry-association DNA, but serving a different sub-segment (designers, vendors, operators of themed experiences).
• International Association of Amusement Parks and Attractions (IAAPA): The largest global trade association for the amusement industry; comparable to SLA in serving amusement-industry professionals, but operating at much broader scope (fixed-site parks vs. mobile showmen).

Direct peers

• International Association of Fairs and Expositions (IAFE): Trade association serving fairs and expositions professionals; directly comparable to SLA as a membership-based industry association, and SLA actively co-locates its annual meetings with IAFE.
• Outdoor Amusement Business Association (OABA): Industry trade group representing outdoor amusement companies, carnivals, and equipment suppliers; the most directly comparable membership organization to SLA within the outdoor showmen segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/showmen's-league-of-america

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Showmen's League of America