Sherman Schmidt initially began business in the  insurance industry, protecting his hometown community of  Standish, MI.  In the early 1960’s a spark of interest in the Arenac County Fair ignited a fire that has fueled decades of fun in the Michigan area.

In 1966, Glen Wade of  Wade Shows made Sherman an offer he couldn’t refuse.  In 1972, Sherman became the second unit manager for W.G. Wage Shows.  For the next decade, he learned the carnival business with his wife, Joy and their entire family right by his side.

By 1982, the kids have been off to college and returned, deciding to stay in the amusement entertainment business and Schmidt Amusements is born.  It started as one single unit, but only two years later a second unit was created and Terry and Doug became the unit managers and alongside their sisters, Nancy Marsden and Peggy Schmidt (Anderson),  followed in their father’s footsteps running those units with their spouses and kids by their side.

Over the years, there have been many changes.  In 2008, the siblings and their families branched out to make their own unique mark on the amusement industry.  Since starting in the early 90’s the Schmidt’s formed many long-term relationships bringing entertainment and amusements to the fair and festival circuit throughout Michigan.  

The economic changes of 2020 and the impact on the Amusement Industry forced the Schmidt family to re-evaluate the business and find a more sustainable model.  

With the price of fuel, the lack of loyal employees, and the scarcity of products it was apparent that after 51 years of you coming to visit us and our sponsors on the fair and festival circuit, it was time for US to come to YOU and Sunrise Side Entertainment was born.

Today, Doug & Kathy Schmidt along with four generations of children and grandchildren continue providing safe, clean, thrill-filled fun entertainment events for the whole family at affordable prices in backyards and events throughout Michigan.