That was my favorite thing when I was a little kid ! ! Roy Rogers was my hero, and the horse rides had a palomino that looked like Trigger. I think my mom spent dimes for me to ride every single time we went near one of these.
I noticed the price, only 10 cents, and the coin holder looks like it would only be the right size for a dime. It's amazing they could make and run something like that for only a dime a ride - even in those days.
I've seen them, and I remember pestering my parents to let me ride one, but they were firm about it being a waste of money. At least that's how they justified depriving me of the experience.