Jacksonville: Attendance Soars For Second to Last Fair At Old Fairgrounds

Mere weeks before the 2024 Greater Jacksonville Agricultural Fair began, officials announced construction for the fair's new location on the other side of town began. Initially, the expectation was the fair would be held at the new site by next fall, but just before, it was announced that the 2025 fair will also take place at the current fairgrounds on Fairgrounds Place.
At the time of the announcement, Bill Olson, CEO and President of the Greater Jacksonville Agricultural Fair, said: “We are looking forward to welcoming our community to the 2024 and 2025 fair in the same location we have been for decades, right next to the stadium and across from the arena,” said Olson. “Anticipation is high for the future venue, and we appreciate the enthusiasm for the move, which is planned to take place in 2026.”
Which makes 2024 and 2025 unique fairs for the Jacksonville event, the last dates of the old space while an opportunity to promote the 2026 installment in the state-of-the-art space. The lease arrangement for the new space with the city – for a period reportedly of upwards of 75 years – and proceeds from the existing property sale – will enable the fair to invest an estimated $20 million in infrastructure and new construction. Plans include a 40,000- to 60,000-square-foot event & expo center; administrative offices; a warehouse-style storage facility; and entertainment/event venue, either a grandstand or an amphitheater, depending on which design plan is finally approved.
The city's famed feline football franchise – the Jacksonville Jaguars – reached an agreement in late April to purchase the 14.1-acre parcel – home to the fair since 1990 – which is also adjacent to TIAA Bank Field, the home lair of the Jaguars. The fair's new home will be 80 acres in West Jacksonville, which the association will lease from the city of Jacksonville, which has already earmarked $15 million in the relocation out of Downtown and has promised to have the new property “construction-ready” this year.
While the relocation and its unique deal created a new buzz around the 2024 fair, not only because of the move, but it encouraged residents to think anew about this local tradition. “The way we are handling the last fairs downtown that have been around for the last 70 years, is that we are extending the brand to be new, bigger and better. Going forward, I honestly think we can get a lot of people who don't come downtown, and we will have a lot of new parking. I think it's made people more excited about the fair.
Olson said the 2024 fair hit an attendance of 297, 945 with a “second Saturday that was the busiest I've seen here in the 20 years since I've worked here. People just kept coming.”
Weather was optimum, with the closing weekend being clear and comfortable with 70s temps. He estimates that attendance was up 24 percent. The boost in folks and spending was fueled by the announcement of a new carnival company, Deggeller Attractions, who took over for Belle City Amusement after purchasing the company's Florida route due to the retirement of Charles Panacek. “Charles stayed on as a consultant and was an asset throughout,” said Olson.
The fair featured about the same number of rides along with new attractions such as the Wave Swinger, Space Port, Hydra, and more kiddie rides. “The fair had new and fresh equipment, people were very excited. They brought in a bigger Kiddieland and more service staff.”
New rides and operator became the focus of much of the fair's marketing initiatives. “In our messaging, we pushed the new rides, including links to Deggeller's website. People wanted to see what was new.”

In addition, the fair increased its utilization of social media influencers. “We work with them on getting the message out. It's something we've been doing for five years or so, channeling influencers. We worked with one or two more this year.”
Like other fairs, instead of selection a new tagline each year, the Jacksonville event has decided to use the same tagline for multiple fairs, which many see as reinforcing the brand. The tagline is simple, direct and classic “It's Fair Time” evoking in fairgoers an immediacy in their response. “We were able to combine it with different things like the Deggeller Rides, the pig races and animal exhibits. We wanted something that would get in people's head, reminding them of the simple things that you can experience once you are here.”

He added, “With our advertising approach, we focused on the variables of the fair. We also pushed more digital marketing and that worked because it generated more word of mouth. The new carnival company created a lot of excitement and we pushed that story. We had a lot of great feedback. It's Fair Time was a great tagline and we will be using it again, our approach is to build awareness that we are a new fair and will carryover when we move to the new location.”
The Jacksonville Fair eschews grandstand entertainment – at least in this downtown location – and has garnered a local following for hosting regional music acts on a community states. “We have eight new locations for music and other entertainment. We have ongoing entertainment.”
About 40 food stands – 25 or so, according to Olson, privately contracted with the fair the remaining being midway concessions associated with Deggeller Attractions. New food items included a new Egg and Lobster Roll vendor and Korean Corn Dogs. “The top sellers are the staples, corn dogs and jumbo turkey legs. Those are the booths that always had lines.”
The Greater Jacksonville Agricultural Fair is in mid-transition, making the most of the existing space while priming demand for a new fairgrounds, with more amenities, facilities and infrastructure to make it one of the leading 4th quarter outdoor events. The 2024 event – with its attendance uptick, effective marketing strategy and new midway provider – generated a heightened public awareness that bodes well for the fair and the growing city who hosts it.
Jacksonville has experienced steady growth for more than a decade and has been the 12th largest city in the United States. This unique late-season fair – with its emphasis on “educating, enlightening and informing the people of North Florida about science, the arts, agriculture and horticulture,” according to its website – was crucial in the city's growth as a destination.

Which only meant more pressure on the 2024 event to both retain its following and carry them over to the new space, but as Olson said, “This year exceeded expectations. Our city is blessed to have a fair that provides so much for families, Fairs are unique throwbacks to yesteryear where you can buy a ticket and see animals, sea lions, concerts, share in food and go on rides. It's a one stop shopping for families where there's something for everybody to enjoy, fairs are relevant to families and those who enjoy family values.”
At the time of the announcement, Bill Olson, CEO and President of the Greater Jacksonville Agricultural Fair, said: “We are looking forward to welcoming our community to the 2024 and 2025 fair in the same location we have been for decades, right next to the stadium and across from the arena,” said Olson. “Anticipation is high for the future venue, and we appreciate the enthusiasm for the move, which is planned to take place in 2026.”
Which makes 2024 and 2025 unique fairs for the Jacksonville event, the last dates of the old space while an opportunity to promote the 2026 installment in the state-of-the-art space. The lease arrangement for the new space with the city – for a period reportedly of upwards of 75 years – and proceeds from the existing property sale – will enable the fair to invest an estimated $20 million in infrastructure and new construction. Plans include a 40,000- to 60,000-square-foot event & expo center; administrative offices; a warehouse-style storage facility; and entertainment/event venue, either a grandstand or an amphitheater, depending on which design plan is finally approved.
Land Deals
The city's famed feline football franchise – the Jacksonville Jaguars – reached an agreement in late April to purchase the 14.1-acre parcel – home to the fair since 1990 – which is also adjacent to TIAA Bank Field, the home lair of the Jaguars. The fair's new home will be 80 acres in West Jacksonville, which the association will lease from the city of Jacksonville, which has already earmarked $15 million in the relocation out of Downtown and has promised to have the new property “construction-ready” this year.
While the relocation and its unique deal created a new buzz around the 2024 fair, not only because of the move, but it encouraged residents to think anew about this local tradition. “The way we are handling the last fairs downtown that have been around for the last 70 years, is that we are extending the brand to be new, bigger and better. Going forward, I honestly think we can get a lot of people who don't come downtown, and we will have a lot of new parking. I think it's made people more excited about the fair.
Olson said the 2024 fair hit an attendance of 297, 945 with a “second Saturday that was the busiest I've seen here in the 20 years since I've worked here. People just kept coming.”
Weather was optimum, with the closing weekend being clear and comfortable with 70s temps. He estimates that attendance was up 24 percent. The boost in folks and spending was fueled by the announcement of a new carnival company, Deggeller Attractions, who took over for Belle City Amusement after purchasing the company's Florida route due to the retirement of Charles Panacek. “Charles stayed on as a consultant and was an asset throughout,” said Olson.
The fair featured about the same number of rides along with new attractions such as the Wave Swinger, Space Port, Hydra, and more kiddie rides. “The fair had new and fresh equipment, people were very excited. They brought in a bigger Kiddieland and more service staff.”
New rides and operator became the focus of much of the fair's marketing initiatives. “In our messaging, we pushed the new rides, including links to Deggeller's website. People wanted to see what was new.”

It's Fair Time
The fair's marketing budget remained the same as last year – approximately $120,000, but the allocation reflected changing consumer patterns. “We reallocated how we spent our dollars. We did less local TV and more Instagram, Facebook and You Tube. “It's a better opportunity to reaching people, because people skip over commercials but with social media the connection is more direct.”In addition, the fair increased its utilization of social media influencers. “We work with them on getting the message out. It's something we've been doing for five years or so, channeling influencers. We worked with one or two more this year.”
Like other fairs, instead of selection a new tagline each year, the Jacksonville event has decided to use the same tagline for multiple fairs, which many see as reinforcing the brand. The tagline is simple, direct and classic “It's Fair Time” evoking in fairgoers an immediacy in their response. “We were able to combine it with different things like the Deggeller Rides, the pig races and animal exhibits. We wanted something that would get in people's head, reminding them of the simple things that you can experience once you are here.”

He added, “With our advertising approach, we focused on the variables of the fair. We also pushed more digital marketing and that worked because it generated more word of mouth. The new carnival company created a lot of excitement and we pushed that story. We had a lot of great feedback. It's Fair Time was a great tagline and we will be using it again, our approach is to build awareness that we are a new fair and will carryover when we move to the new location.”
The Jacksonville Fair eschews grandstand entertainment – at least in this downtown location – and has garnered a local following for hosting regional music acts on a community states. “We have eight new locations for music and other entertainment. We have ongoing entertainment.”
About 40 food stands – 25 or so, according to Olson, privately contracted with the fair the remaining being midway concessions associated with Deggeller Attractions. New food items included a new Egg and Lobster Roll vendor and Korean Corn Dogs. “The top sellers are the staples, corn dogs and jumbo turkey legs. Those are the booths that always had lines.”
The Greater Jacksonville Agricultural Fair is in mid-transition, making the most of the existing space while priming demand for a new fairgrounds, with more amenities, facilities and infrastructure to make it one of the leading 4th quarter outdoor events. The 2024 event – with its attendance uptick, effective marketing strategy and new midway provider – generated a heightened public awareness that bodes well for the fair and the growing city who hosts it.
Jacksonville has experienced steady growth for more than a decade and has been the 12th largest city in the United States. This unique late-season fair – with its emphasis on “educating, enlightening and informing the people of North Florida about science, the arts, agriculture and horticulture,” according to its website – was crucial in the city's growth as a destination.

Which only meant more pressure on the 2024 event to both retain its following and carry them over to the new space, but as Olson said, “This year exceeded expectations. Our city is blessed to have a fair that provides so much for families, Fairs are unique throwbacks to yesteryear where you can buy a ticket and see animals, sea lions, concerts, share in food and go on rides. It's a one stop shopping for families where there's something for everybody to enjoy, fairs are relevant to families and those who enjoy family values.”


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