Ringling Brothers: staying transparent through years of allegations

Over the years, Ringling Bros. has been scrutinized for the mistreatment of animals. In January 2002, Ringling Bros. Circus owner Kenneth Feld ran full-page ads telling animal-rights activists to "stop targeting responsible animal care providers for political reasons."

 

In 2000, ASPCA, Animal Welfare Institute ("AWI"), Fund for Animals ("FFA"), and ex-employee Tom Rider filed a complaint on the circus' alleged mistreatment of elephants. The court ruled in favor of Ringling Bros. after it was found that "star witness Rider" gave an "untruthful testimony."

 

On Dec. 28, 2012, Feld Entertainment, Inc., owner of Ringling Brothers and Barnum & Bailey Circus, received a $9.3 million settlement from the American Society for the Prevention of Cruelty to Animals ("ASPCA") in the federal court in Washington, D.C. This marks an end to a case that took its roots since 2000. 

 

For a family-run entertainment business like Ringling Bros. Circus, protecting against media misrepresentation has always been important. "Since the trial itself, and since the lawsuit was filed, there has been more of a tension in some press to take what these activists say for face value, rather than find out both sides," said Stephen Payne, vice president of corporate communications for Feld Entertainment, Inc.

 

To prevent any media organization from potentially misrepresenting them, Payne stated that Ringling Bros. Circus is opening the backstage to the public: "We're very transparent. Just this afternoon, I was part of a tour, taking people through our elephant and animal care compound here at George Mason at the Patriot Center."

 

However, the doors backstage are not always open for public access for security reasons. Payne touched on the recent bombings in Boston as a reminder for the need of "see something, say something." Payne emphasized, "in this day and age, everyone is very security conscious."

 

Despite Ringling Bros.'s transparency policy, the fight to protect the 123-year-old circus remains ongoing. On Apr. 22, HBO released a documentary titled "An Apology to Elephants." According to Payne, HBO initially planned on doing a "documentary about Ringling Bros. and [the] elephant conservation." However, the documentary turned out to be a "one-sided animal propaganda piece about elephants that attack the circus."

 

Payne stated that HBO has not contacted Ringling Bros. for comments and will respond to any allegations: "I will debate the issues with them, anywhere, anytime, and in any format, and cast the harsh light of day on the falsities of their allegations and their underlying political agenda."

 

In a "tight-knit family" community, Payne emphasized its crewmembers' commitment to the circus: "The men and women who work with animals spend 24 hours, 7 days a week with them. You don't spend that much time at a job if you don't love what you do and care for these animals."

 

Ringling Bros. and Barnum & Bailey Circus showcased "Dragons" at George Mason University's Patriot Center in Fairfax, Va., through Sunday, Apr. 21, 2013.