Carnival & Fair News

For more than three centuries, agriculture, community, and tradition have been the foundation to the Erie County Fair. In 2025, the 185th edition of this event featured familiar highlights, such as a star-studded Grandstand lineup that included Foreigner, Country Trio (Tracy Lawrence, Sammy Kershaw and Collin Raye), and The Happy Together Tour, a 50-ride Strates Shows midway with fair debuts of a Cyclone (Zyklon) Coaster; a Fabbri Skyfall, a Wisdom Viper and a Rockstar Fun House  as well as 120 separate food stands.

But just as vital to the mission were a host of new agricultural programs, including Kids Cultivate, a shark-tank style agriculture pitch contest, the ECF Tater Truck; the Farm2Table @ The Fair and the Fair Bear's Farmland. An Impact Study released after the fair noted that Youth Livestock Auctions raised $426,656, a 6 percent increase over last year, its scholarship program grew by 45 percent, awarding $105,000 to 26 students and the annual Opening Day Food Drive set a new record with 164,384 pounds of food donated to FeedMore WNY.

New & Old

“The fair went well,” said Jessica Underberg, CEO & Fair Manager, Erie County Agricultural Society, producers of the Erie County Fair.  “It was safe (very few incidents), monies raised for charities was up, youth livestock auction monies were up, scholarship dollars presented were up. The 2025 Erie County Fair was successful. We changed a  number of the on grounds entertainment pieces this year which was a welcome change, including acts like the Mariachi Divas, Sea Lion Splash and Disc Connected K9s.”

Perhaps the most significant takeaway in terms of Erie County's 185th fair's success was its balance of preserving traditions while making strides in contemporary relevancy. “To stay relevant to popular culture and our community in the 21st century, fairs like the Erie County Fair, produced by the Erie County Agricultural Society, must evolve while staying true to our mission of celebrating agriculture, entertainment, and community in Western New York. In 2025, we saw fairgoers embrace the vibrant mix of classic traditions and modern attractions. To keep pace with popular culture, we're leveraging digital tools, like our Erie Fairgrounds app and social media campaigns, to engage younger audiences who crave shareable, immersive moments. By balancing tradition with innovation, the Erie County Fair continues to be a cherished gathering place, fostering connection and pride in Western New York.”

The fair's ethos is shared by its partners, especially its midway provider. “For more than 101 years, the Strates team has kept our partnership vibrant by continually seeking ways to enhance performance, customer service and value,” Marty Biniasz, Manager of Fair & Community Development, Strates Shows. “The leadership of the Erie County Agricultural Society brings a deep understanding of the carnival industry and the challenges we face. Through ongoing communication, we are able to share creative ideas, address concerns quickly, and find solutions together.”

Feeling the Heat

As with all fairs, that influence has no effect on Mother Nature. Last year, the fair was plagued by rain and in 2025, her mood ran hot. “Half of the Fair was 88 -93 degrees, which is hot for Western New York,  When it's 93, when it's that hot, people buy lemonades but not as many pot roast sandwiches.”

The weather impacted attendance more than last year's downpours, according to Underberg, who for the second consecutive year declined to release an official attendance figure. In 2023, that official figure was 1,125,347 and in 2024, Carnival Warehouse estimated last year's attendance at 1,000,000. While not commenting on the year-to-year attendance tally differentials, she noted  “our three year averages held up and our attendance has been consistent with that average. We're seeing lengthened stays of 5-6  hours, whereas before the pandemic, it was 2–4 hours.”



Are fairgoers still in a spending mood? Yes, although not with the same degree of enthusiasm. “Spending seemed to be on par or slightly softer than the last few years.  Vendors have said that they have seen more families buy items to split than they have before.”

The early signs of family budget belt tightening may be due to inflation – which along with unemployed – resurged this summer – but the uncertain economy has increased the stress on fair operations. “I think we're seeing an impact from inflation and a sluggish economy. We're facing rising costs to deliver the high-quality experience our guests expect. Increasing costs of entertainment, safety, labor, utilities, and insurance are putting pressure on our operations, but we remain committed to preserving the vibrant, community-driven atmosphere that makes the Erie County Fair a cherished tradition for Western New York families.”

 

Strates Shows Midway

“In 2025, Strates Shows marked its 101st year with the Erie County Fair. Despite stretches of unseasonably high temperatures in Hamburg and in all of the Northeast this summer, midway revenue held steady with our three-year average, underscoring strong guest participation and consistent spending. From rides and games to food concessions, results reinforced the Fair's reputation as one of the premier fair stops on our route and in the nation. We are encouraged by this stability and proud of the continued community support that keeps the Fair trending in such a positive direction.”

On the midway, supplementing the new rides was the return of a restored & rebuilt Himalaya. Top grossing rides this year were the Giant wheel, Wave Swinger, Zipper, KMG Fireball, Venetian Double Carousel, Music Express, and Himalaya, according to the fair.



The fair also instituted an array of fairground upgrades that Biniasz noted improved fairgoer comfort, especially during the heat-wave days. “Speaking of heat, the Erie County Fair has made impressive investments in infrastructure designed to help guests comfortably “weather the storm.” From the widespread installation of large FUNbrella shade structures across the grounds to the addition of shaded pocket parks and covered beer and wine gardens, and modern AC in buildings, the Fair has prepared itself to welcome visitors on the sunniest, hottest, or even rainiest Western New York days. These improvements have helped keep gate attendance strong, regardless of what the forecast may hold.”

Gate attendance was also cultivated through the fair's marketing campaign, bolstered by an expanded social media component. Like its combination of tradition and newness in programming and other segments of the event, the fair's marketing combined its “traditional” tagline invoking seasonal joy – the 12 Best Days of Summer – with a marketing theme, which changes every year. For its 185th year, the collective good time vibe was invoked due to “That Fair Feeling.”

“The Best 12 Days of Summer is our perennial tagline, while we introduce a new theme each year to keep things fresh,” said Underberg. “In 2025, the theme was That Fair Feeling—capturing the sights, sounds, and emotions you experience the moment you walk through our gates. The concept came to life across advertising, signage, social media, and even barn and garden displays, with playful “mad-lib” phrases like That First-Bite-of-Fried-Dough Feeling and That Raised-This-Myself Feeling.”

She added, “We continue to balance traditional and digital media, but in 2025 we placed greater emphasis on email marketing, social media advertising, and mobile location targeting.”

The fair also created a new full time position – Social Media Coordinator – which completely revamped its online presence with positive results. “This year, we elevated our social media strategy by bringing on a full-time social media coordinator, which significantly boosted engagement. We focused more on real-time storytelling, high-quality photo and video content (especially Instagram Reels, stories and Tik Toks), and tapping into social trends to keep content timely and shareable. We also expanded collaborations with media, sponsors and influencers, and introduced more giveaways.”

Taste of the Fair

In fact, the fair whetted the fairgoer appetites with one of the year's most successful promotions –Taste of the Fair – which showcased $3 portions of fair cuisine, from the traditional to the newest edible innovations. The Erie County Fair has become a Northeast foodie mecca every summer. According to Underberg, this year fairgoers wanted both familiar and new. For the latter, the leading newbies were “Fly with the Bills Baked Potato, Boom Boom Chicken Mac, Chocolate Tap, Chocolate Chip Brownie Bomb, Fruity Pebbles Shake, and Dirty Soda,” she said. “Guests love the staples of the Fair but also love trying new foods.  New food items drive traffic to the vendors, and you never know what is going to be Instagram-worthy!”

2025's best sellers were: Chicken BBQ, Deep Fried Taco, Lemonade, Authentic Greek Foods and Amish Donuts.

Agricultural programming, theme-park quality midway, a range of entertainment and a smorgasbord of fair cuisine are all components of a successful fair. By effectively combining the classic with the cutting edge, the Erie County Fair excels time-tested fair mainstays. But it does so by remaining focused on who it serves.

“Community engagement remains our heartbeat,” said Underberg. We rely on exhibitors showcasing their best crops and livestock, community groups hosting interactive booths, and vendors selling homemade wares to create a lively, inclusive atmosphere that reflects Western New York's diversity. At a time when social engagement and the feeling of “community” seems to be on the decline, Fairs offer a place where everyone is welcome, and everyone feels like they have had a hand in the stitching of the community fabric.”