Carnival & Fair News

The Wisconsin State Fair set a record no event wants—the biggest rainout of the year.

If there's a silver lining in the drenched outcome of this annual celebration of all things Badger State, it's that for the first nine and a half days, the Wisconsin State Fair was spectacular. Anticipation was high for the the new rides debuting in the 37-ride SpinCity midway, one of the largest independent midways among Midwest fairs. Fairgoers also enjoyed performances by superstar headliners Darius Rucker, Jon Pardi, and Gabriel “Fluffy” Iglesias, as well as the return of a Wisconsin favorite: cream puffs, freshly prepared in a state-of-the-art kitchen inside the newly renovated Dairy Building (formerly the Cream Puff Pavilion).



But then the rain came. Not just a downpour—meteorologists called it a once-in-1,000-year extreme weather event. A foot or more of rain fell across southwestern Wisconsin, including Milwaukee and the Wisconsin State Fair Park, right on the closing weekend.

Historic Flooding

Rain rarely benefits outdoor events of any kind, but losing the final weekend—often the highest-attended portion of a multi-day fair—erased much of the momentum built during the event's earlier days. Faced with a weather event of historic proportions and a state of emergency declared throughout Milwaukee County, which includes the 190-acre fairgrounds, officials had no choice but to close.

Flash flooding struck the area Saturday night into Sunday. Fair officials shut down the park on Saturday as heavy rain saturated the grounds. Local news reported: “People exiting the park Saturday trudged through knee-high water and drove through several feet of rain.”

Wisconsin State Fair CEO Shari Black reported that all animals, employees, and vendors were safe. “We have never had such a high amount of rain during my time here at the park. And I think all of southeastern Wisconsin saw that.”

In an official press release, she added: “While the 174th Wisconsin State Fair ended sooner than expected, the entire Wisconsin State Fair Park team is filled with gratitude for the incredible days shared together. Our team, vendors, exhibitors, and of course our fairgoers look forward to the 11 days of State Fair all year long, and to have that cut short by a once-in-a-1,000-year rain event is heartbreaking. While the end of this State Fair is not what we had hoped for, the 10 days that we came together to celebrate Wisconsin were truly unforgettable. We are so grateful for the support from around the state of Wisconsin over the last few days and look forward to continuing to host events that benefit the local economy and community as we recover together.”

The fair quickly implemented refund policies for ticket holders. Shows by Lynyrd Skynyrd and the Happy Together Tour were cancelled, but fortunately SpinCity sustained no notable damage from the flooding.

Staff Steps Up

The fair's emergency planning and trained staff were put to the test when extreme weather became inevitable. “Wisconsin State Fair Park has a comprehensive emergency management plan that has guided all weather-related decisions and protocols,” explained Black. “Beginning early on Saturday afternoon, leadership worked closely with the National Weather Service team onsite to monitor the rapidly changing situation. The storm was ever evolving and proved to be unpredictable. Our cross-functional team collaborated to make decisions as more information became available.”

By the time water flooded lower-lying areas, including the racetrack tunnel and South Grandstand, officials determined it was best to close the fair. “All staff members truly stepped up—within their roles and beyond—and we are proud to say Saturday night was handled safely with no reports of harm to our fairgoers or animals,” Black said.

She added, “The decision to close the Fair early on Saturday and all day Sunday was not made lightly. With flooded streets and non-functional traffic lights surrounding the park, safety was a major factor. Closing also released vital resources back into the community, including emergency personnel who would have otherwise been devoted to the event.”

Attendance Impact

In 2024, Wisconsin had exceeded its record turnout. The 2024 fair attracted 1,136,805 visitors, surpassing its previous record of 1,130,572 in 2019.

The 2025 Wisconsin State Fair drew 892,968. The Milwaukee Journal Sentinel noted: “The 2025 attendance is the lowest figure since the COVID-19-affected year 2021, when the fair drew 841,074 visitors. Because of the pandemic, there was no 2020 fair. Prior to that, the State Fair attracted more than a million visitors for seven consecutive years.”  It should also be noted that the 2021 fair was plagued with early closures due to thunderstorms and high heat and humidity.

“The 2025 Wisconsin State Fair was certainly one we will remember for quite some time,” Black told Carnival Warehouse. “While the weather event that led to the closure of Saturday night and Sunday has been a focus of many recaps, we also will remember it for a very successful nine and a half days full of memories, tradition, and celebration.”

Feeling Good

Like many state fairs this summer, Wisconsin adopted a recurring tagline rather than changing themes annually. “Feeling Good!”—first introduced in 2024—returned in 2025 with a modernized twist.

“Our tagline for 2025 expanded on the 2024 campaign of Feeling Good!,” Black explained. “Expanding on that theme, we went from the '70s vibe in 2024 to a modernized feel, showcasing experiences like Feeling Cheesy, Feeling Sweet, and Feeling Connected.”

Although the advertising budget remained “fairly flat” compared to 2024, media placement adjustments paid off. “We've been lucky to find efficiencies in the media buying process, which allowed us to be much more effective,” said Black. “The media mix continues to evolve not only year over year but every month based on rapid changes in marketing and consumer behavior. There is no doubt AI has had an impact on our strategies as well. Each year, we focus increasingly on digital and lower-funnel tactics while also adding more brand-focused, top-of-funnel efforts like unique out-of-home placements.”

The fair also expanded its reach by partnering with a growing group of social media influencers. “In 2025, we really doubled down on influencer partnerships,” said Black. “The buzz they generated in the marketplace was outstanding.”

Social media not only drove the Feeling Good! campaign but also provided a crucial communication channel during the weather emergency. “We had a dedicated team member responding to comments, which kept people informed and safe,” said Black. “We posted updates every 30 minutes, whether or not new information was available. The way we deployed the social and marketing team during this time was crucial.”

The fair had implemented a new communication plan with a strong social media component for weather emergencies. “In the winter, we took a hard look at our weather communication plan, and it paid off,” said Black. “Our social media followers have already expressed excitement to return for the 2026 Wisconsin State Fair, and we look forward to welcoming back our vendors, sponsors, ride operators, and partners.”

Looking Ahead

Even with a historic rainout cutting the final weekend short, Black and the Wisconsin State Fair team remain optimistic. “We are so grateful for the support of the community, key stakeholders, and industry friends. Fairs will always be the largest gathering for most counties and regions. As we saw during COVID, people still want in-person experiences. Fairs are built on lasting traditions and lifelong memories passed down from generation to generation.”

She added, “As stewards of fairs, we owe it to future generations, particularly the agricultural community we serve, to advance, promote, celebrate, and protect our facilities. All fairs, no matter how large or small, create an essential economic impact for their communities. We must continue to feed these economic engines.”