BrownMillerGroup Case Study: Feld Entertainment | Nationwide
Background: Feld Entertainment is the owner and production company of the Ringling Bros. and Barnum & Bailey Circus, Disney on Ice, Monster Jams, and other family entertainment arena shows. For over a decade, animal extremists launched a legislative and public relations campaign against Feld Entertainment and other businesses that use working animals. In 2014 Feld Entertainment brought on BrownMillerGroup to spearhead its New York legislative advocacy efforts and promote its animal care programs nationwide.
Strategy and Execution: In New York, we partnered with the New York City Council to launch the Feld Voucher Initiative providing over 5,000 free tickets for Ringling Bros. Circus and Disney on Ice to nonprofit organizations across the City. We expanded the program to Los Angeles in 2015. Our charitable programs allowed us to build relationships with legislators, stakeholders, and the community at-large as Feld educated the public on its animal care and conservation efforts.
Nationwide, we canvassed and used online organizing to build the Elephant fan club – a conservation and educational group of over 20,000 activists and circus fans. The elephant fan club educated the public on Feld’s work to save endangered Asian Elephants and their groundbreaking efforts in using elephants to research pediatric cancer.
And when animal extremists launched legislative attacks in New York and Austin, TX BrownMiller countered with full-scale lobbying campaigns. We worked with the Feld team to produce and distribute legislative materials, lobbied Council Members, assembled labor coalitions, and put together grassroots rallies, email, and phone campaigns.
Result: BrownMiller successfully held back the implementation of anti-circus legislation in New York, Austin, and LA until after Feld’s planned closing of Ringling Bros. in 2017. Each step of the way, we helped Ringling Bros.’ team and their fans enjoy each and every circus performance.