St Thomas Easter Fair in the 1890s:
The skill of the showman
By Dr. Jill A. Sullivan, Associate Research Fellow, University of Exeter
In the 1890s, despite misgivings about the quantity and level of noise - especially from the new 'steam hooters' - irritating gimmicks and occasional precautions against Good Friday opening, there was a clear return in the newspaper reports to embracing the fair as part of life in Exeter. Many of the usual sights and sounds were maintained, such as the boxing booths, shooting galleries, swing-boats, roundabouts and nut-stands, but novelties were also a regular feature. For example, a wrestling bear at the 1893 fair, '"snake-eaters" from South Africa' and sea lions in 1895, although the curiosities and freak shows were less evident on several occasions during the decade.[1] The notorious 'teaser' could still be a problem, but by 1895 they had 'become practically a thing of the past'. However,
another torment in the shape of "elephants' trunks," flexible rolls of paper, which can be suddenly blown out to the length of a yard, has been provided, and while provocative of much amusement, may inflict injury to the eyesight and temper.[2]
The newspaper reviews in the first half of the decade documented the latest innovations in technology at the fair. But the most dominant aspect of this decade was the fact that the fairs of the 1890s became the arena for large scale commercialism, as the showmen W. C. & S. Hancock became the sole lessees of the site for the three, and occasionally four day festival.
Some of the newspaper reviews commented on what they perceived as improved standards in the entertainments. The Post review of the 1891 fair stated that some of the shows that year 'presented a really creditable appearance: '[o]ne of them had the "walk up" gentleman attired in evening dress - a refinement hitherto unknown under similar circumstances in these parts.'[3] The musical choices played were also approved, including as they did 'Hail the Conquering Hero', Handel, and the National Anthem, which that year was 'many, many times repeated by a very brass band, with an occasional "ad lib" interposition by a vigorous cymbal player.'[4] The different pieces of music produced by the 'steam organs and brass instruments' were played simultaneously and at volume, a fact that failed to elicit applause from either the newspaper critics or the sleeping local residents.[5] Reporters commented on the improved look of the shows, admiring the use of technology and art. In 1894, the Post 'Local Gossip' columnist made a feature of this aspect:
Going through the Easter fair, one could not fail to be struck with the improvements in the construction and the "get-up" of the various booths, &c., which have taken place of recent years. Some of the "shooting-galleries" were attractive examples of this. One I noticed was well fitted [up to re]present a natural piece of country with moving game, the scenery being really artistic, and cleverly arranged [an] advance on the old sewer pipe arrangement [...] Another noticeable improvement was in respect of the roundabouts, which were really elaborate combinations of works of art and science. The moving platforms practically do away with all danger, and the ingenious mechanism for giving the horses the double motion gives a sense of reality which a rider assured me was more then ordinarily enjoyable. But the greatest innovation was the electric light, which I believe was first tried here, and which was most successful. The two traction engines which supplied the motive power for the dynamos were fine looking machines that must have cost "a pretty penny."[6]
Newspaper advertising for the fair - for attractions rather than rental space or warnings by the local authorities - had been slowly growing since the enticing mention of a 'Talking Fish' in 1878. Advertisements for circuses that included the fair as part of their regional tours had appeared in the 1880s, but 1892 marked a turning point. That year the Gazette carried an advertisement for John Manders' Royal Waxwork Show, which would be appearing at the Easter Fair.[7] W. C. & S. Hancock also began their annual advertising campaign in 1892, and from then on the newspapers began to express a corresponding interest in the commercialism of the event. In 1891, the Post review had already contemplated the returns to be made on the 'switchback roundabout'
The proprietor must have found his money bag rather heavy at the end of the day, for during the short time I stood watching, the coppers rolled in to the tune of about £10 per hour.[8]
And the 'Local Gossip' column of the Post in 1893 also attempted to calculate how much profit the showmen might be making:
Those mechanical imitations of the genuine things, the switchback and the roundabouts, did a roaring trade, and the proprietor must have carried away a small fortune in coppers. The switchback, for instance, was worth about 16s or 17s a turn, and as each ride averaged something like a minute, it may easily be calculated what a profitable business it must have been while patrons were plenty, and from what I could see of it the holiday spirit was constantly moving a stream of more or less giddy pleasure-seekers to the "horses" or the carriages.[9]
In 1896 a rumour was spread that smallpox had been discovered at the fair site. For Mr. William Hancock, a well-placed advertisement confounding the rumour would not have appeared until the next day, and would not have been read by everyone planning to go to the fair. Similarly, announcements at the fair field would have been too late. So, being the showman that he was, Hancock
hitched an elephant and two camels to a van, added a band to the procession, and paraded them all round the city, stopping at intervals to announce that the small-pox rumour was baseless.[10]
His innovative approach to combating the rumour, and the disruption created in the city centre streets led to Hancock being fined for excessive noise. The strategy was successful though, and the fair attracted many visitors. The Gazette report noted that the incident had achieved far-reaching fame, having also been reported in the LondonPall Mall Gazette. In 1897, Ginnett's Royal Circus appeared with the fair, in the nearby Old Wrestling Field on Buller Road. But by this time, the fair itself was dominated by Messrs. Hancock's show, the proprietors of which celebrated Queen Victoria's Diamond Jubilee in a display of generosity towards the local poor children:
Messrs W. C. and S. Hancock, the amusement caterers, entertained the children of the St. Thomas and Exeter City Workhouses. Although at a busy time of the day Mr William Hancock had the machinery stopped and begging the indulgence of his patrons for a few minutes, he had the whole of the children carefully placed upon his largest roundabouts and rode them around amid the cheers of the bystanders. They were then taken to the gondolas, and there treated in like manner. The cars on the switchback, being more spacious, there were many vacant seats, and Mr. Hancock instructed his men to fill the cars with any children unable to pay for a ride in honour of her Majesty's Diamond Jubilee. Needless to say, the children enjoyed themselves right heartily.[11]
The presence of the Workhouse children at the fair had been organised following an official invitation from Hancock presented to the Union Guardians. Hancock sustained his interest in local charities and in 1900, the Post reported that
The amount taken by Messrs. Hancock at the steam switchback at the Easter Fair after four o'clock yesterday afternoon was £13. 5s. 7d, which has been handed over to the hon. Treasurer of the Devonshire branch of the Soldiers' and Sailors' Families.[12]
In addition to Hancock's charitable gestures, it was evident that local religious groups continued to be concerned for the souls of those attending the fair. Whilst in the 1880s, the local Mission Society had attempted to affect the moral and religious outlook of fair-goers, the 1890s witnessed a change of tactic. In 1893, as reported in the Western Times, approximately one hundred of the 'showmen and showwomen, proprietors of "roundabouts," and people in charge of the other gay appurtenances, had a free invitation to attend [a high tea], which was provided in the Board School, Okehampton-road, at the cost of the Exeter branch of the Ladies Temperance League'. During the tea, music was played, and afterwards a temperance meeting and prayers were held. Apparently, according to the organisers, 'it was customary in many towns to give a tea of that description whenever a fair was held'. The visitors joined in, 'addresses were given by some of the showmen' and at the close of the meeting 'more than 40 pledges were taken'.[13] In 1897 the Post reported that the Exeter Women's Total Abstinence Union had invited the show people to a tea at the OkehamptonRoadBoardSchool room.[14] And again in 1898, the same temperance group gave a tea 'to the children and show people', with separate addresses for the children and the adults.[15]
By 1898, Hancock's carnival was visiting Exeter several times during the year, with prominent advertisements in the Post for their appearance at the Easter Fair, which ran from the Saturday through to the following Wednesday and sometimes Thursday (though not of course on Easter Sunday). In 1898, their attractions included: 'The Latest and Improved Venetian Gondolas,/Gallopers, and Steeplechasers, Jungle Shooting,/Menageries, and other Amusements. The ground/brilliantly Illuminated by Electricity.' Plus a 'force of police in attendance to preserve order'. But the most prominent aspect of the advertisement was the appearance of
The Original and World-famed
CINEMATOGRAPHE,
OR LIVING PICTURES,
Procured at great expense specially for the Fair.[16]
In 1899 the Fair ran from Saturday to Thursday and Messrs. Hancock again advertised in the Post; this time the main attraction was Madam and Mons. Spessaroy, 'Who will give the Startling Performances during/the Fair with their wonderful Performing/Tigers and Bears'. 'Living Pictures' were again a feature, and Mr. Hancock also aimed to direct the behaviour of visitors:
No Ladies' Teasers, Confetti, or Brushes will be
Sold or Used in the Field during the holiday.
Police are specially engaged to turn any persons
from the field who do not conform with the rules.[17]
The Western Times added that the fair was 'as usual a big attraction, thousands of people flocking there, the attendance being probably the largest for many years.' Despite there being fewer roundabouts and no switchback railway ('at which much disappointment was expressed'), an additional feature of the 1899 fair was 'Mr. Hancock's 'steam circus, with a "paper orchestra".'[18] In 1900, his 'Marvellous/New Riding Machine "The Flying Cockerel"' appeared 'for/the first time in Exeter' and was illuminated by 'electric light, manufactured on the spot'.[19]
The Easter Fair had it seemed come of age: the technology and commercialism provided by the accomplished showmen Messrs. Hancock won over the local papers, whose reporters once again engaged with the event as fascinated fair-goers rather than moral commentators. But the expansion of the city meant that by 1900 a new site was required for the ever-popular fair. The following year Hancock's fair - advertised as 'their GRAND CARNIVAL' - was situated at the Old Wrestling Ground on Buller Road, where Ginnett's Royal Circus had appeared in 1897[20] and which remained the site of Easter Fair as a new century began.
Footnotes
[1] Gazette, 4 April 1893, p. 8 and 16 April 1895, p. 8.
[2] Gazette,16 April 1895, p. 8.
[3] Post, 4 April 1891, p. 8.
[4] Post, 4 April 1891, p. 8.
[5] Gazette, 31 March 1891, p. 3 and Western Times, 4 April 1893, p. 5.
[6] Post, 31 March 1894, p. 8.
[7] Gazette, 12 April 1892, p. 1.
[8] Post, 4 April 1891, p. 8.
[9] Post, 8 April 1893, p. 8.
[10] Gazette, 14 April 1896, p. 3.
[11] Post, 20 April 1897, p. 4.
[12] Post, 21 April 1900, p. 5.
[13] Western Times, 4 April 1893, p. 7.
[14] Post, 19 April 1897, p. 2.
[15] Western Times, 12 April 1898, p. 5.
[16] Post, 2 April 1898, p. 8.
[17] Post, 1 April 1899, p. 5.
[18] Western Times, 4 April 1899, p. 5.
[19] Post, 21 April 1900, p. 5.
[20] Western Times, 6 April 1900, p. 4.