Carnival & Fair News

The Delta Fair & Music Festival, one of Tennessee's largest outdoor events, saw attendance rise by about 10 percent compared to 2024. Produced by Universal Fairs, whose other events include the Georgia State Fair and the Alabama State Fair, the festival drew roughly 20,000 more visitors than last year, according to Universal Fairs president Mark Lovell.

“It was a good turnout, attendance was good, the weather was good,” Lovell said. When asked to grade this year's fair, he replied, “A B+. But I'm never satisfied. We should have had another 20,000.”

While Lovell declined to discuss specific record-breaking attendance days, he noted that the first day, the fair's Latin Day, drew particularly strong crowds.

“Our Latino day always does well,” he said. “Nationwide, fairs are seeing larger Latino populations, and we cater to them. It was a great day. The Memphis Latino community really supports the fair; they come to have a good time and stay all day.”

As for what might raise that B+ next year, Lovell was more focused on what went right: “Most importantly, the fair had zero incidents. In the past, we had young kids acting up, and we had to corral them, but this year, nothing. Zero incidents.”

Setting the Tone

The fair's worst episode in recent memory was in 2019, when a shooting caused chaos one evening, though fortunately no one was injured. Like many urban areas, Memphis has seen its share of teenage rowdiness and violence at public venues, including malls and entertainment districts.

To maintain safety, the Delta Fair enforces a Twilight Policy: after 5 PM on Saturdays and Sundays, anyone 17 or younger must either be accompanied by an adult aged 25 or older or purchase a wristband at the gate. The fair also enforces a clear bag policy, weapons ban, and metal detector screening.

This year, Lovell added a behind-the-scenes initiative to set a welcoming, family-friendly tone before the gates even opened.

“The day before we opened, we invited folks from churches around town and fed all the workers, more than 160 people,” he said. “We had volunteers from different churches, we served them baked chicken, broccoli, and sweet potatoes. It was a way to show appreciation and set the right attitude from the start.”

Lovell also credited a new Gospel Tent, staffed by church volunteers offering prayer, counseling, and fellowship, for reinforcing a “positive, peaceful vibe.”

Music and Atmosphere

Another improvement was the refined music lineup. The Delta Fair has become known for its free stage featuring top regional acts and themed nights, from gospel to Broadway-style performances.

“One thing we did this year was eliminate a bunch of garbage music, like rap and hip-hop,” Lovell said, explaining that he hired a new talent booker to emphasize family-friendly entertainment. “We added more peaceful and traditional music, more local musicians.”

Clean, Safe and Family-Friendly

While the fair avoids annual marketing slogans, Lovell's guiding phrases remain: “Everybody's Fair” and “Clean, Safe and Family Friendly.”

The fair's marketing budget stayed around $150,000, consistent with last year's, but Lovell shifted spending to emphasize billboards, reducing TV and radio buys.

“I'm high on outdoor billboards,” he said. “We cut radio spending by half. With billboards, 25 percent are digital and 75 percent are fixed. I like the regular ones better. With digital, the ad is only up for about eight seconds and rotates with seven other advertisers.”

Still, he uses both types strategically. “Two-thirds of people just want to know when and where, the dates and location. The other third come for specific things, so we promote concerts, rides, and attractions on digital boards.”

Alongside digital efforts, the fair “bumped up social media heavily,” while also doubling down on grassroots tactics. 150,000 handbills were distributed through stores and local outlets to promote discount days and free admission.

Amusements of America Returns

The 2025 Delta Fair and Music Festival also welcomed back Amusements of America, returning as the midway provider after a nine-year absence. The company signed a two-year contract, the typical Universal Fairs term, and also partners on the Georgia State Fair.

“What we look for in a ride company is the number and quality of rides, cleanliness, and friendliness of workers,” Lovell said. “You don't want angry or unpleasant workers; that sucks the fun out of any fair. Amusements of America is clean, friendly, and professional. They're the right company for us.”

Rob Vivona of Amusements of America said the return was warmly received. The midway featured 58 rides, more than a dozen above previous years. “People noticed we had more rides,” Vivona said. “They were happy, even the concession stands were full. We filled the lot with attractions people hadn't seen in years.”

The fairgrounds at Agricenter International, more than 1,000 acres with a theater, RV park, arena, and expo center, provided a distinctive layout. The hilly terrain allowed Amusements of America to divide the area into four midways: two for adults with thrill rides, and two kiddie zones for younger children and teens.

New rides for 2025 included the Crazy Mouse, Rock Star Fun House, Sky Diver, and new kiddie rides like the Elephant, Whale, and Dragon Coaster. “Those lots hadn't been that full in years,” Vivona said. “People really noticed the difference.”

Rebounding Spirit

Vivona also observed a shift in consumer mood. Early in the season, spending was tight amid inflation and economic uncertainty, but by mid-August, optimism had returned. “People are on the rebound,” he said. “By Memphis, spending was up; people had a positive attitude. Attendance was stronger at the end of the fair than at the start. Maybe folks just wanted to get away from the news and have a good time.”

After nearly a decade away, Vivona praised the fair's growth and leadership. “Mark Lovell is one of the most amazing promoters in the industry,” he said. “When he first started this fair, he built it from scratch and worked it for years. It has everything a state fair has, exhibits, concessions, and tons of free shows. People really turned out.”