Travel Tracker: County Fairs

County Fairs: Where Nostalgia Meets Economic Impact

The county fair is an important aspect of tourism in Wisconsin, one that has been around since 1842 when the state's first county fair was held in Waukesha. Presently, Wisconsin is home to 76 state-aided fairs and 14 fairs that go on without help from the state. Also, five counties actually host two annual fairs.

Annual attendance at these fairs totals approximately 3.2 million visitors and has been relatively consistent over the past 20 years. Participation is high as well, with over 70,000 junior, senior and open class exhibitors displaying more than 400,000 exhibits annually.

A recent marketing research project at the 2002 Washington County Fair, done with the help of the Wisconsin Department of Tourism, provides a case study of the appeal and the substantial economic impact of what could be considered some of Wisconsin's oldest tourist attractions.

The Appeal of County Fairs

Fairs and family entertainment are synonymous with one another, and this is apparent in the results of the Washington County fair study. Over three-fourths of the travel parties at this particular event were comprised of families or a combination of family and friends.

The "atmosphere of a fair" seems to be enticing to visitors regardless of age, origin or fair experience. Mention the words "county fair" and most people conjure up childhood memories of pink and blue cotton candy, the excitement of animals within petting distance, the nervous 4-H exhibitors waiting to show their prize livestock, and the array of mouth-watering food.

At the Washington County Fair, visitors were asked to define what attracts them and, overwhelmingly, the "atmosphere" itself was cited most often. Aside from the atmosphere and the animals, age can play a factor in defining what attracts visitors to the fair. Younger visitors (under 25) were more inclined to visit because of music or entertainment, while the Midway was a big draw for those between the ages of 26-46. The 47-56 year olds' interests mirrored the "under 25" age group, and those 57 and older enjoyed the 4-H related exhibits.

Trip Planning

For fair information, visitors at the Washington County Fair turned to local and regional newspapers, recommendations from family and friends, radio, and to a lesser degree, fair guides or tabloids. Overall, travelers invested a minimal amount of time when planning their fair trips. About 25 percent planned their trip to the fair the same day they went, nine percent the day before and 26 percent within the week. Trip planning fluctuated between age groups, but still reflected the spontaneous trend. One-third of younger visitors (25 or younger) planned their visit the same day, while more than 60 percent of fair goers who were under 25, between 26-37 and 67 or older planned their fair trip within a week of going.

Because of the spontaneity of fair visitors, keeping the message in front of them is key, especially when reaching new visitors. First time visitors to the Washington County Fair were also particularly spontaneous; one-third made their decision to go the same day and 13 percent made the decision the day before.

Economic Impact

Although arrival and departure times fluctuated by day and type of entertainment (most fair goers arrived between 11 a.m. and 1 p.m. and spent an average of five hours on the fairgrounds), fair goers could be counted on to spend money both in and outside the fairgrounds. At the Washington County Fair, visitors spent daily an average of $42 at the fair and $56 elsewhere in the local area. This $100 daily expenditure total provides a glimpse of the potentially significant economic impact that can be generated by the millions of county fair visitors statewide.

Marketing Implications

Advertisements and other marketing materials should invoke childhood memories of the fair atmosphere; the smell of funnel cakes and popcorn, the laughter heard from kids on the Midway rides, animals within reaching distance, or the smile on a kid's face while slurping a sno-cone. These are the types of feelings and experiences that visitors are looking for in a fair, and it's important to let them know you're offering it.

Fairs are family entertainment - are you offering discount coupons for families?

Fair attendees tend to be very loyal and they could serve as a great word-of-mouth advertising vehicle. Good customer service is paramount to word-of-mouth advertising. There also may be a discounted coupon program implemented where visitors receive one discount coupon with a paid admission that can either be used by themselves for another day or they can pass it to a family member or friend.

By implementing a "bring a friend" incentive (in the form of free tickets or food, for example), a fair may increase attendance with little or no increased marketing costs.

For information on obtaining this or other Department of Tourism research documents, please see our Research page.

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Strategic Plans Programs & Services Media Room Research & Travel Trends Partners & Resources Driving Directions Online Toolbox Governor's Conference on Tourism Travelwisconsin.com		County Fairs: Where Nostalgia Meets Economic Impact The county fair is an important aspect of tourism in Wisconsin, one that has been around since 1842 when the state's first county fair was held in Waukesha. Presently, Wisconsin is home to 76 state-aided fairs and 14 fairs that go on without help from the state. Also, five counties actually host two annual fairs. Annual attendance at these fairs totals approximately 3.2 million visitors and has been relatively consistent over the past 20 years. Participation is high as well, with over 70,000 junior, senior and open class exhibitors displaying more than 400,000 exhibits annually. A recent marketing research project at the 2002 Washington County Fair, done with the help of the Wisconsin Department of Tourism, provides a case study of the appeal and the substantial economic impact of what could be considered some of Wisconsin's oldest tourist attractions. The Appeal of County Fairs Fairs and family entertainment are synonymous with one another, and this is apparent in the results of the Washington County fair study. Over three-fourths of the travel parties at this particular event were comprised of families or a combination of family and friends. The "atmosphere of a fair" seems to be enticing to visitors regardless of age, origin or fair experience. Mention the words "county fair" and most people conjure up childhood memories of pink and blue cotton candy, the excitement of animals within petting distance, the nervous 4-H exhibitors waiting to show their prize livestock, and the array of mouth-watering food. At the Washington County Fair, visitors were asked to define what attracts them and, overwhelmingly, the "atmosphere" itself was cited most often. Aside from the atmosphere and the animals, age can play a factor in defining what attracts visitors to the fair. Younger visitors (under 25) were more inclined to visit because of music or entertainment, while the Midway was a big draw for those between the ages of 26-46. The 47-56 year olds' interests mirrored the "under 25" age group, and those 57 and older enjoyed the 4-H related exhibits. Trip Planning For fair information, visitors at the Washington County Fair turned to local and regional newspapers, recommendations from family and friends, radio, and to a lesser degree, fair guides or tabloids. Overall, travelers invested a minimal amount of time when planning their fair trips. About 25 percent planned their trip to the fair the same day they went, nine percent the day before and 26 percent within the week. Trip planning fluctuated between age groups, but still reflected the spontaneous trend. One-third of younger visitors (25 or younger) planned their visit the same day, while more than 60 percent of fair goers who were under 25, between 26-37 and 67 or older planned their fair trip within a week of going. Because of the spontaneity of fair visitors, keeping the message in front of them is key, especially when reaching new visitors. First time visitors to the Washington County Fair were also particularly spontaneous; one-third made their decision to go the same day and 13 percent made the decision the day before. Economic Impact Although arrival and departure times fluctuated by day and type of entertainment (most fair goers arrived between 11 a.m. and 1 p.m. and spent an average of five hours on the fairgrounds), fair goers could be counted on to spend money both in and outside the fairgrounds. At the Washington County Fair, visitors spent daily an average of $42 at the fair and $56 elsewhere in the local area. This $100 daily expenditure total provides a glimpse of the potentially significant economic impact that can be generated by the millions of county fair visitors statewide. Marketing Implications Advertisements and other marketing materials should invoke childhood memories of the fair atmosphere; the smell of funnel cakes and popcorn, the laughter heard from kids on the Midway rides, animals within reaching distance, or the smile on a kid's face while slurping a sno-cone. These are the types of feelings and experiences that visitors are looking for in a fair, and it's important to let them know you're offering it. Fairs are family entertainment - are you offering discount coupons for families? Fair attendees tend to be very loyal and they could serve as a great word-of-mouth advertising vehicle. Good customer service is paramount to word-of-mouth advertising. There also may be a discounted coupon program implemented where visitors receive one discount coupon with a paid admission that can either be used by themselves for another day or they can pass it to a family member or friend. By implementing a "bring a friend" incentive (in the form of free tickets or food, for example), a fair may increase attendance with little or no increased marketing costs. For information on obtaining this or other Department of Tourism research documents, please see our Research page.
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