Fair looking for bright spots despite another year of decline

Published 12:08 pm Thursday, December 11, 2008

By Kevin Hanson

The Courier-Herald

Those charged with operating the King County Fair found some good news in the final numbers from this year's event, but couldn't hide the fact that attendance is continuing its downward spiral.

For the five-day run of the fair, total attendance was pegged at 43,620. That figure includes everyone who walked through the gate, pair or not. When it came to counting those who actually purchased a ticket, the count was 23,544.

Fair Manager Sharon Roberts admitted that number was less than was hoped for. Organizers had hoped to see paid attendance of 34,000, she said.

The good news, from King County's standpoint, was that revenues were up from a year ago. Revenue from the gate was $143,432 this year, an increase of about $40,000 over the 2004 fair. Figures were skewed last year by opening day, when admission and parking were just $1. About half of all fairgoers in '04 showed up to take advantage of the bargain.

" We really want to make this fair an annual family event and tried to make it enjoyable for all ages with non-stop entertainment running all day long at a reasonable cost," Roberts said. This year our corporate sponsors played a key role in developing themed days and events at the fair which helped offset some of our costs. I feel confident we'll be paying our own way soon enough."

Those who have watched the fair over the years wonder about the future, in light of attendance numbers that continue to dwindle.

Twenty-five years ago, attendance was reported at more than 150,000, and that was just the beginning. By 1991, fair attendance had peaked, with a reported count of more than 270,000.

Two who have played a role in the fair's development are former fair directors Shirley Heen and Mark Campbell.

Both admit the fair faces an uphill battle simply because there's more competition for the consumer's time and money. Other communities sponsor festivals, often during the run of the fair, for example.

But the problem goes deeper, said Heen, who worked in the fair office beginning in 1972, took over as manager in 1981 and held that post into the late '90s.

She continued her tradition of attending the fair opening day this year and was dismayed. "What is it that's supposed to draw people to the fair?" she asked, pointing to a lack of big-name entertainment, no rodeo and no special days for kids or senior citizens.

In 1995, seniors were admitted free on opening day and, on another day, kids up to age 15 got in free. The rodeo was a big-time affair with Professional Rodeo Cowboys Association affiliation, and the entertainment list included Paul Revere and the Raiders, Collin Raye, Chris LeDoux and the Nitty Gritty Dirt Band.

Entertainment was free with paid admission and attendance topped 280,000. On Saturday of that year alone, the count swelled to almost 74,000.

Campbell, who was in charge during four fairs (1998 through 2001) agreed that competition for the entertainment dollar is more intense, citing everything from concerts at the White River Amphitheatre to the expanded water park in Federal Way.

But the King County Fair can compete, he said - he's just not sure those in charge have the commitment. Choosing his words carefully, Campbell said everyone involved with the fair - including the county executive and county council - "need to take a vested interest in making it survive. They need to take a passionate interest in making it work."

Campbell, who left King County to take over the Evergreen State Fair in Monroe, agreed that entertainment has to be a key ingredient in making the fair a success.

When told of this year's attendance figures, Campbell gave a one-word answer: "ouch."

Kevin Hanson can be reached at khanson@cmg-northwest2.go-vip.net/courierherald.