The Fairgrounds Coliseum opened this year to much fanfare, contributing to Indiana State Fair's third-highest attendance on record.
Although the official theme of this year’s Indiana State Fair was “A Time to Celebrate,” the subtheme, “Year of the Coliseum,” seemed more appropriate.
The fair, held Aug. 1-17, provided a more public unveiling of the $63-million Fairgrounds Coliseum than its April 24 ribbon-cutting ceremony, and a chance for 954,884 fairgoers to see the transformation of the 75-year-old building.
“We had the third highest attendance ever at this year’s fair,” said Andy Klotz, fair public relations and event services director.
The overall fair budget was in line with last year’s $10 million, while the budget for the entertainment was $1.3 million, $100,000 more than the previous year, Klotz said. Seventy companies provided $1.4 million in sponsorship money.
“[In terms of revenue], we finished up approximately $80,000 from our goal,” Klotz said.
Gate admission and online tickets cost $10, or $7 in advance at Wal-Mart and CVS locations, and children 5 and under were free, the same prices as last year.
In addition to seven concerts held over the course of the fair, the coliseum was utilized for the opening ceremonies, livestock 4H showings, the National Belgium Draft Horse Show and exhibitor awards.
“The biggest benefit was getting to show off the renovations,” said Mike Berkery, coliseum general manager. “It was a very successful benchmark year.”
After years of studies on how to upgrade and finance the facility, the former Pepsi Coliseum was closed in the fall of 2012 for the overhaul, which was finished earlier than anticipated.
The art deco venue, built in 1939 for $1.2 million by the Public Works Administration, was well publicized in 2011 due to the grandstand stage collapse that resulted in seven deaths.
The venue’s capacity is now between 7,000 and 8,000, half the size of the fair grandstand and slightly less than prerenovation. This is due to larger seats and adherence to the 1990 Americans with Disabilities Act.
This year was the first time paid concerts were held during the fair. Performers included Robin Thicke with Estelle; Philip Phillips; American Idol Live!; Pitbull; Hunter Hayes; and Jim Gaffigan. Ticket prices ranged from $25 to $75, depending on the show, and included admission to the fair. Attendance averaged 3,000 per show.
“Although we were happy with the results, in the future we’ll look into scheduling in blocks [rather than spacing out the performances],” Berkery said. “This way, we will save labor in putting up and taking down the chairs.”
Many of the 21 performances on the fair’s Free Stage, which included Barenaked Ladies, Kansas, Josh Kaufman, Dustin Lynch and both a gospel and a Hispanic/Latino music festival, were standing room only.
“Our purpose to bringing in concerts is to appeal to folks who may not have otherwise thought to go to the fair,” Berkery said. “The goal is not to make money, but just to break even.”
This year’s foodservice was handled for the second year by Carmel, Ind.-based Savor Society, which is contracted to provide the fair with 35 percent of food and beverage revenues.
“Rather than offer a standard concessions menu, this year, we tried to match up the menu with the type of crowd we were serving,” said Savor Society president and CEO Jim Freudenberg.
Food was prepared in the Coliseum’s kitchen as well as in a 63-foot mobile kitchen located outside. Popular items included Indiana pork tenderloin and the square donut burger.
The inception of the Indiana Beer & Wine Exhibition provided the means for alcohol to be served at the fair for the first time since 1946. This educational and interactive exhibit included beer and wine tastings and sales by the glass. Close to 50,000 fairgoers ages 21 and over visited this section.
Farmland, Ind.-based North American Midway Entertainment (NAME) provided 53 carnival rides at the fair as it has for the last 25 years. New last year, the kiddieland section included 10 rides geared for smaller children.
Pay-one-price wristbands cost $20 prior to the fair opening, and $30 online. The price was reduced to $15 on the fair’s Kids’ Day, and on $2 Tuesdays each ride cost $2.
“Our largest ridership was on the Ride Survival days, which allowed fairgoers to ride unlimited rides all day and night,” said Amy Girton, NAME’s director of communications and media relations. “The $2 Tuesdays have become very popular and are our second busiest days.”
The fair instituted $2 Tuesdays six years ago. With this promotion, fair admission and each ride, as well as some food items, are $2.
“I don’t know why every fair in the country doesn’t do this,” Klotz said. “Our attendance numbers are easily doubled on these days [compared to a typical weekday].”
Next year’s fair is scheduled for Aug. 7-23, and the theme will be announced in October.
“We will certainly be changing things up next year to include a variety of entertainment as well as adding unusual and interesting exhibits to support the theme,” Klotz said. “Fairgoers should expect another great celebration of agriculture and plenty of music.”
The coliseum will again be the focal point for concerts and entertainment.
“This was the first year of the next phase of the coliseum and will continue to be a cornerstone of the fair and fairgrounds for years to come,” Berkery said.
Interviewed for this article: Mike Berkery, (317) 927-7618; Jim Freudenberg, (317) 750-0962; Amy Girton, (765) 509-1169; Andy Klotz, (317) 927-7500