The magic of the Midway at the county fair is a memory that lasts a lifetime. The lights, the screams as thrill seekers try new rides, the smell of pronto pups and funnel cakes, the heat of a summer night. While exhibits are a major part of the fair, the carnival is another important piece.

Mr. Ed’s Magical Midway is owned by North Freedom family Lisa Weiland and her two daughters, Mariah Way and Sierra Weiland. Way’s great-grandfather Ed Larkey and his brothers started the five-generation family business in 1946.

“Within just my generation we have expanded,” Way said. “We have a solidified route that we do in Wisconsin. We do mostly county fairs, and the state fairs of Minnesota and Texas. We were recruited by the Texas State Fair in Dallas. We take two major rides there. You have to keep up on the quality of the rides and quality of operation there.”

Way, who is the company’s manager, said Mr. Ed’s has been coming to the Pierce County Fair for more than 20 years. The company employees between 75 and 85 people that help make sure the 25 rides, 12 games and 10 food stands run smoothly. They’re on the fair circuit from May through the first week in November.

“We’re at like 26 events (each summer) between festivals and firemen’s picnics, state fairs,” Way said. “In our off-season, we have a full-time maintenance shop. Every piece of equipment goes through our shop and is maintained and repainted if necessary.”

Way said safety is Mr. Ed’s utmost priority. They conduct inspections on each ride daily and undergo inspections by the state and insurance companies.

“I wouldn’t want someone else’s kids on something that I wouldn’t put my own kids on,” Way said. “We have an excellent safety record in state fairs and Wisconsin.”

Way said the industry has changed quite a bit over the years, especially in the workforce portion. While some of the maintenance employees work year-round, it can be tough to recruit for the seasonal portion.

“It’s hard to recruit for our business as we work all summer,” Way said. “We work weekends, holidays, we travel. It’s hard for people to break free and be a part of our business.”

For about eight years, the company has used the H-2B Visa Program. According to U.S. Citizenship & Immigration Services, the H-2B program allows U.S. employers or U.S. agents who meet specific regulatory requirements to bring foreign nationals to the United States to fill temporary nonagricultural jobs. Way said applicants are “thrown into buckets” with about 33,000 visas granted per year. Those selected work in the landscaping, forestry, hotel, restaurant, carnival and fishing industries, to name a few.

“Every year there’s a need for about 145,000. What happens is everyone submits their paperwork and at the end of December, they put the businesses in these buckets. Bucket A, yes, B, C, maybe, and they may release additional supplemental workers,” Way said. “It’s definitely a struggle. It’s a very costly program. The wages are set by the federal government, and we have to send reports to the Department of Labor. We pay the highest prevailing wage per hour at each location that we go to.”

Way said the rides have changed over the years as well. Since her Grandpa’s time, the rides provide more thrills but are also more expensive. Major rides cost up to $1 million to purchase, while kiddie rides are around $250,000. The Viper, the new ride debuting at this year’s fair, was $1 million. The 60-foot pendulum ride provides spinning and lots of thrills.

“It has lots of height,” Way said. “It came from the Netherlands and it took a month to get here by boat.”

Way said they were supposed to get it in 2026, but they traded with a company in Canada.

“We have to make these purchases way in advance because the companies are booked so far in advance, thanks to lack of labor and the time to get parts,” Way said.

Way admitted she’s partial to the Air Max ride, because she helps set it up and tear it down. She also loves the classic Ferris wheel, the “gentle giant” that stands 70 feet high. She believes it’s important to educate the public on how long the rides take to set up, how expensive they are to purchase and maintain and the hardships their business faces that are unique to them. She knows people complain sometimes of ride ticket prices, but running a safe and fun carnival is  not cheap.

“I think the thing that gives us the most joy is all the smiles and memories that we get to help make at every single place we get to go to,” Way said. “And to see how much our company has grown, to keep carrying on the family name and business. I couldn’t’ see myself doing anything else. We are carrying on the family legacy and business.”

To learn more about Mr. Ed’s Magical Midway, visit mredsmidway.com To purchase ride tickets in advance, visit https://www.co.pierce.wi.us/departments/fair/index.php

The Pierce County Fair runs Aug. 8-11.