Wausau Pilot & Review Editorial Staff
Each year, more than 3,200 country fairs are held in North America, according to the International Association of Fairs and Expositions. In California alone, fairs bring in an annual $2.55 billion to the state’s economy and create 28,000 jobs. The State Fair of Texas—often credited as the most successful in the country—brought in an estimated crowd of three million and made $37 million off food and ride sales in 2016. (They also served 21,000 deep-fried pineapple upside-down cakes.)
Nationally, it seems that fairs are booming. So why is the Wisconsin Valley Fair continuing to struggle?
The answer boils down to this: It’s time for a new business model, one created by looking at other, more successful fairs, and making some serious changes that will keep our local fair alive.
First, the $9 price of admission is far too steep. Ask anyone why they don’t go to the fair, and this is their number one reason. It shouldn’t be that way, and successful fair organizers understand that.
The Lake County Fair in Indiana, for example, one of the country’s most successful fairs, charges $2 admission, and everyone gets in for free before 3 p.m. When it costs a family of four nearly $50 just to get in the gate, you’ve already put the fair well out of reach for many young families. And while it’s true that admission is free for children younger than 12, that doesn’t help encourage teens to come hang out and spend money, either (and, by the way, their spending power should not be dismissed). By lowering the cost of admission drastically, it stands to reason that a lot more people will automatically attend. Many of the fairs we surveyed also offer free admission specials daily, usually along with a nonperishable food donation. Many also offer free admission to military veterans, children and seniors.
The Wisconsin Valley Fair’s admission fee is so high because it subsidizes the entertainment in the grandstand, though the acts are typically a mix of country bands and tired, aging rockers that the majority of fairgoers don’t bother to see. There’s been some talk recently of removing the stage and eliminating the musical entertainment altogether. Perhaps that’s an answer. Or, do what most county fairs with stellar entertainment are doing. Slash the price of admission to the fair, and charge $15 or more at the grandstand for a solidly performing musical act, carefully chosen with the help of promoters who understand what will sell in central Wisconsin.
Next, make sure you meet the expectations of fairgoers. That means ensuring enough quality rides and filling the expo booths with vendors, while offering fun side show entertainment. Many parents complained this year that the number of rides for small children was sharply down, for example. (When your child is only tall enough to go on three rides, it’s hardly worth buying a wristband.)
The number of exhibitors was also down significantly. Some who did have booths told us they won’t do it again, in part because the booth price has risen dramatically in recent years as well. That’s unfortunate.
Finally, it’s time to rethink the beer fence idea. Corralling adults who want to socialize with a beer in hand is just plain silly. At the vast majority of county fairs and festivals, fairgoers can buy a beer at one end of the fair, then mosey down the midway to check out the rides, games, and food vendors. Marathon Fun Days is just one local example. Even at Summerfest, arguably the state’s largest fair-like festival, drinkers aren’t stuck behind a fence where they can’t spend money on anything else. And some studies show that beer tents even contribute to binge drinking. Isn’t it time, Wausau, that we got rid of this archaic rule?
The Wisconsin Valley Fair is one of the biggest county fairs in the region with a ton of potential. We call on the Fair Board now to think outside the box and come up with a plan to ensure its future success. Anything else would just be a shame.
