The economic impact from this year's Minnesota State Fair was over $250 million.
Called “The Great Minnesota Get-together,” the Minnesota State Fair, which ran from Aug. 27 to Sept. 7, was a celebratory success. Located midway between Minneapolis and St. Paul, the Minnesota State Fair has a long-standing history of being the largest state fair in the United States by average daily attendance.
According to Brienna Schuette, the fair's marketing and communications manager, this year’s fair continued to break records, with a record Labor Day attendance of 178,867. The cumulative attendance for the 2015 Minnesota State Fair was 1,779,738, bringing final numbers within 2.5 percent of last year’s all-time record total. Total attendance is the same as paid attendance.
“While audited revenue figures will not be available until the end of the year, we budgeted for operating income of nearly $50 million and operating expenses of around $47 million,” said Executive Vice President and General Manager Jerry Hammer. “We expect both totals will be close to those targets.”
The Minnesota State Fair operates an independent midway and, although it’s too early to provide audited revenue figures, it appears that independent midway gross income will be in excess of $6.6 million. Likewise, the unaudited food and beverage gross including beer and wine sales was $42 million. The State Fair receives 15 percent of food and beverage sales after deduction of state sales tax.
“As with other financials, it’s too soon for audited figures,” Hammer said. “But parking revenue appears to be very close to last year’s record total of $1.3 million. Our free park-and-ride system of 40-plus parking lots is used by nearly half of our visitors and its popularity continues to increase annually.”
Because of its size and longevity, the Minnesota State Fair has more than 40 cash sponsors including Coca-Cola, Midwest Dairy Association, Sam’s Club and Summit Brewing. The Fair’s new sponsors included Cabela’s, Hyundai and Leaf Filter and in-kind sponsors are extensive.
Entertainment Aplenty
Concertgoers continually keep the Minnesota State Fair top of mind when selecting their summertime music venues. That’s because the Fair has historically offered premier talent to entertain thousands of attendees, and this year was no exception.
The Grandstand Concert Series was sponsored again by SleepNumber. Total Grandstand attendance was 96,847 (not including Amateur Talent Contest Finals, which drew about 6,000 fans). Def Leppard with special guests Styx and Tesla; Keith Urban with special guest Kelsea Ballerini; and Carrie Underwood with special guest Native Run were sold-out shows and attendance at all others was strong for such entertainers as Alan Jackson, Happy Together Tour, R5, Patti LaBelle, Lynyrd Skynyrd, Prairie Home Companion, Avett Brothers and Preservation Hall Jazz Band, and Merle Haggard-Kris Kristofferson with Sturgill Simpson.
“Until everything is audited, it is impossible to determine how much was spent to buy talent,” Hammer said. “Many grandstand acts are paid on a percentage of gross ticket sales so we never use a hard budget number. The cost of entertainment provided at free stages is $1.5 million.”
The Minnesota State Fair’s 2015 free entertainment lineup featured more than 900 shows throughout the Fair’s 12-day run—all free with the price of admission.
Additionally, for the first time in nearly two decades, the Minnesota State Fair showcased a musical act on the bandshell stage for the fair’s full 12-day run. The Willis Clan, a 14-member band featuring siblings ranging in age from four years to 23 years, are accomplished singers, songwriters, multi-instrumentalists and, in the case of the older kids, internationally ranked competitive dancers. Now stars of their own TLC show (aptly titled “The Willis Family”) and known for their run on “America’s Got Talent,” the Nashville-based family merges its Irish roots with American music and dance genres to create a unique blend of old and new.
“Willis Clan shows were free with fair admission and drew some of the largest crowds we’ve ever seen to the bandshell during the daytime,” Schuette said.
A new feature to the Fair included Figure Skating Day at Carousel Park. As Schuette explains, the artistry and athleticism of wintertime’s most glamorous sport came to the fair on Monday, Aug. 31 to celebrate St. Paul’s hosting of the 2016 Prudential U.S. Figure Skating Championships.
“Olympic Gold Medalist and World Figure Skating Champion Kristi Yamaguchi and national figure skater, choreographer and Minnesota native Rohene Ward signed autographs and answered fan questions,” Schuette said. Local figure skating clubs performed on a plastic ice sheet, and an ice carver created a figure skating masterpiece. Fair visitors could meet U.S. Figure Skating mascot Snowplow Sam, take “Kiss & Cry” selfies, play games and register to win prizes.
Festivities at the Fair on Labor Day, Sept. 7, celebrated the culture, history and arts of Hmong Americans and highlighted their many contributions since first arriving in Minnesota 40 years ago.
Hosted by American Legion 3H Post 1975 and the Minnesota Asian Peace Officers Association, the opening ceremony honored Hmong veterans of the Secret War and represented a passing of the torch from these veterans to younger Hmong now serving in the armed forces and police and fire departments. Traditional Hmong music and dance transitioned to hip-hop, break dancing and spoken word as the daylong program on the Carousel Park Stage portrayed the evolution of Hmong art forms.
“Entertainment highlights also included the winners of Hmong New Year talent competitions and a fashion show fusing traditional and contemporary dress,” Schuette said.
Positive Response
And this year, the fair offered free sunscreen for the whole family. As Schuette explains, free SPF 30 Vanicream Sunscreen was available for the first time ever in dispensers at all information booths. The sunscreen was brought to fair guests through a partnership of Vanicream Sunscreen, Masonic Cancer Center, University of Minnesota, and the Minnesota State Fair. Feedback from guests was incredibly positive and grateful for this new service.
“The positive outcomes of the Fair were that nearly 2 million people were brought together in a huge celebration that is unlike any other experience that they will have anywhere else all year,” Hammer said. “From a fiscal standpoint, the economic impact in the Twin Cities alone was nearly $250 million, plus additional unmeasured economic impact throughout the region. The state fair continues to fill a vital role in educating the public on where their food comes from. It’s a huge undertaking and we have an outstanding staff of experts who make it all run seamlessly.”
Next year’s Minnesota State Fair runs from Aug. 25 through Labor Day, Sept. 5, 2016.
“We make changes every year to our program, our operation and our facilities,” Hammer said. “All are made to continually raise the bar and improve the fair.”
Interviewed for this story:Jerry Hammer, (651) 288-4412; Brienne Scheutte, (651) 288-4452