From Don Covington

!cid_C0E4F17E931D11DDBF47DBCB72BCCC4E@snj-us-pcwp-705_kodak, originally uploaded by bucklesw1. The Rising Big Top: Circus World grows attendance, increases revenue by 22 percent BRIAN D. BRIDGEFORD / NEWS REPUBLIC FILE PHOTO Circus World Museum in Baraboo has seen a more than a 17 percent attendance increase and 22 percent increase in revenue so far this year. By Tim Damos / News Republic Attendance and retail sales are up at Circus World Museum in Baraboo and at Wisconsin’s other nine Historical Society sites. Both increased 9 percent so far this year compared to last year and earned revenue is up more than 3 percent. So far, nearly 188,000 people have visited the states 10 historic sites and they spent more than $2 million. The largest historic site is Old World Wisconsin in Waukesha County and that had a 10 percent increase in attendance and 20 percent increase in retail sales. But Circus World in Baraboo saw a bigger jump, with a more than 17 percent attendance increase and 22 percent increase in revenue. The Historic Society attributed that largely to publicity surrounding the Great Circus Parade being held in Milwaukee this year, the first time there since 2003. But Circus World Executive Director Steve Freese disagrees with that assessment, saying the boost in sales and attendance is more a reflection of a change in marketing strategies. Freese said in the 39 previous years that Circus World held a parade, attendance decreased because Milwaukee residents who watched the parade were less likely to make a trip to the museum. He said this year Circus World set its sights on tapping into Wisconsin’s No. 1 tourism destination, Wisconsin Dells. "We recognized that Wisconsin Dells spends about $9 million to get people there, so why focus anywhere else?" Freese said. "We focused on trying to get them to come from the Dells to Baraboo, and it worked." Circus World displayed ads on an electronic billboard at the Tommy Bartlett Show & Exploratory, took part in Wisconsin Dells brochure racks, and sold tickets in combination with Dells businesses. Freese said an online survey conducted by Circus World showed that more than 50 percent of attendees visit from more than 100 miles away. And while most of the rise in attendance at other historical sites is due to free ticket offers, Freese said, Circus World is seeing a rise in paid attendance, which is up 15.3 percent compared to last year. Ringmaster Dave SaLoutos said Circus World’s 50th anniversary celebration this year might have also helped boost attendance. "I think we just had a dynamite set of programs during the summer season and word of mouth kicked in. too," SaLoutos said. Performances ended Aug. 30 at Circus World, but the museum is open year-round.