Losing Days & Increasing Attendance: Indiana State Fair Finds Winning Format

Fewer Days equals record attendance. The 2024 Indiana State Fair pulled off the counterintuitive this year seeing attendance significantly uptick even though it switched back to a 15-day format.
Economists might chalk it up to increasing demand for the fair by decreasing the supply of fair days, but that doesn't take into account the array of 2024 initiatives that boosted regional interest in this year's annual celebration of everything Hoosier State. Augmenting this year's efforts were an array of targeted promotions and discounts, a compelling marketing tagline – The Art & Nature of Fun – that evoked the expanded programming of the event, a 54-ride midway by North American Midway Entertainment (NAME) debuting a brand-new Wave Swinger, and a stellar lineup at the Hoosier Lottery Free Stage that included Bell Biv Devoe, Dogstar with Keanu Reeves, Happy Together Tour, Gladys Knight and blues Legend Buddy Guy, who is on his Farewell Tour.
“We did have 3 less days this year,” said Anna F. Whelchel, Chief Marketing & Sales Officer, Indiana State Fair. “Coming out of the pandemic we shifted our fair format to a 4-weekend event. At that time we committed to three years of the 18-day format. Following our 2023 Fair, we decided to move back to the traditional 3-weekend format, which is where we are today.”
Turned out 15 was the winning number of days and will be the format next year. “The 2024 Indiana State Fair was a tremendous success,” she said. “We set many records this year and had a wonderful, safe Fair.”

The 2024 fair attendance reached 854,236, an increase over 2023's 840,414. “One of the greatest successes was not only did attendance increase, we increased it with 3 less days of the fair,” said Whelchel. “In 2023, the Indiana State Fair was open 18 days, and in 2024 we changed our format to a 15-day Fair. We found great success with less total days.”
Mother Nature was cooperative, after the opening weekend that is. “Despite some excessive heat during the opening weekend, the weather was perfect. Our middle Saturday was our largest day as it was 72 and sunny!”
Even more indicative of the current economy and state-of-consumer confidence the robust spending patterns fairs have seen for two previous summers continued into 2024, albeit qualified by the inflation rate ticking upwards. “While we didn't break any single-day attendance records, many vendors and partners reported record sales, indicating high engagement and spending from attendees,” she said. “Revenue and fairgoer spending have continued to increase, with many vendors reporting record sales. We did have an increase in our admission prices this year, which contributed to the revenue growth. As it has everywhere, inflation does pose some challenges, particularly with operational costs.”
The fair's marketing theme was “The Art & Nature of Fun,” technically “The Art & Nature of Fun, presented by Newfields,” a major sponsor of the fair.
“Newfields is home of the Indianapolis Art Museum & gardens, so it was a great partnership that we brought to life with many different immersive exhibits & experiences,” she said. “We are big believers in having a different theme every year for our fair.”
The fair took the marketing theme from social to the fair, expanding the concept of what a state fair can be. “We also curated a custom exhibit for our Art & Nature theme called ARTSCAPE, which was hosted in our 18,000 square foot Harvest Pavilion,” said Whelchel.
The Art & Nature of Fun was also evident at the Purdue Extension Building, featuring programming created by Purdue University that included a speakers and interactive exhibits on a range of agricultural and nature-related topics. “Purdue Extension is excited to once again be part of the 2024 Indiana State Fair,” said Angie Abbott, interim director of Purdue Extension and associate dean in the College of Agriculture. “It's a wonderful opportunity to celebrate the accomplishments of 4-H youth from across the state and to showcase our diverse programs. This event provides the opportunity to engage with stakeholders from across Indiana, offering attendees the chance to learn about sustainable practices and healthy lifestyles through our interactive demonstrations and activities.”
The fair's marketing was led by an expanded social media presence. “We invest heavily in social media, from staffing to content and running paid campaigns,” said Whelchel. “We are constantly leveraging social media for real-time updates, advertising & promotion, contests, and collaborating with influencers - which significantly boosted engagement.”
One of the most effective marketing campaigns was also the most delectable. The reputation the fair has earned as a foodie destination for fair cuisine was taken up a notch by the annual Taste of The Fair food competition, “Which if one of our most popular promotions,” she explained. “We encourage all of our vendors to come up with a NEW, wacky food or beverage to offer at the fair, and we put large promotional efforts around those items. On average, we'll have about 40 items in this contest, that the public can vote on their favorite throughout the Fair.”
With fairgoer being the key ingredient to this marketing endeavor, the promotion brought attention to the edible fun at the fair as well as highlighting new concessionaire innovation. This year's winners were 1) : Fried Sugar Biscuit n' BBQ with Apple Butter Sauce; 2) Sweet Tea Slushy; 3) Blueberry Cheesecake Stuffed Elephant Ear. “All of them who earned a golden ticket to the World Food Championships help at the Indiana State Fairgrounds this Fall,” added Whelchel.
The fair featured 140 food stands and while the media noticed newer concoctions, the Indiana palate shows a preference for traditional fair cuisine. “Our fair staples include corn dogs, elephant ears, funnel cakes, tenderloins, pork burgers, dairy bar grilled cheese or milkshakes, corn on the cobb,” she said.
With the new marketing, expanded programming, optimized talent buying and facility upgrades, such as investing $50 million in the Farm Bureau Fall Creek Pavilion renovation, Franc pointed out that the Indiana State Fair has revitalized itself in recent years. “Indiana is doing plenty of things right. The folks at the Indiana State Fair continue to excel in delivering a top-tier experience—from their entertainment and focus on local food and agriculture to ensuring there are rides for all ages to enjoy.”
The ride in the stealing center-stage this year was the carnival company's newest. “A standout addition to the midway this year was the new Wave Swinger, which stood out as a picturesque addition to our layout this year,” said Franc. “As the season winds down, we're taking a moment to reflect on the year we've had. Having brought smiles to millions across the U.S. and Canada, we can confidently say it's been a successful ride!"

“Hoosiers love this summertime tradition,” agreed Whelchel. “The 2024 Indiana State Fair exceeded our expectations! We had a wonderful fair with wonderful weather.”
The trick for the fair that not only continues on a growth trajectory and is the largest outdoor event in the state is the willingness to change while keeping relevant the fair traditions communities love. “Fairs are constantly evolving and changing while still providing the traditions that matter to people,” she said. “We are constantly evaluating what we're doing, and what we need to be doing into the future to ensure these fairs stay around for another 160+ years.”
She added, “Fairs are not only relevant, but they're also incredibly important. Fairs are a place where people gather to make memories and establish traditions. Fairs bring communities of all walks of life together to celebrate. Fairs are economic drivers for their communities and they are a fabric of life in those communities.”

Economists might chalk it up to increasing demand for the fair by decreasing the supply of fair days, but that doesn't take into account the array of 2024 initiatives that boosted regional interest in this year's annual celebration of everything Hoosier State. Augmenting this year's efforts were an array of targeted promotions and discounts, a compelling marketing tagline – The Art & Nature of Fun – that evoked the expanded programming of the event, a 54-ride midway by North American Midway Entertainment (NAME) debuting a brand-new Wave Swinger, and a stellar lineup at the Hoosier Lottery Free Stage that included Bell Biv Devoe, Dogstar with Keanu Reeves, Happy Together Tour, Gladys Knight and blues Legend Buddy Guy, who is on his Farewell Tour.
“We did have 3 less days this year,” said Anna F. Whelchel, Chief Marketing & Sales Officer, Indiana State Fair. “Coming out of the pandemic we shifted our fair format to a 4-weekend event. At that time we committed to three years of the 18-day format. Following our 2023 Fair, we decided to move back to the traditional 3-weekend format, which is where we are today.”
Turned out 15 was the winning number of days and will be the format next year. “The 2024 Indiana State Fair was a tremendous success,” she said. “We set many records this year and had a wonderful, safe Fair.”

Attendance Uptick
The 2024 fair attendance reached 854,236, an increase over 2023's 840,414. “One of the greatest successes was not only did attendance increase, we increased it with 3 less days of the fair,” said Whelchel. “In 2023, the Indiana State Fair was open 18 days, and in 2024 we changed our format to a 15-day Fair. We found great success with less total days.”
Mother Nature was cooperative, after the opening weekend that is. “Despite some excessive heat during the opening weekend, the weather was perfect. Our middle Saturday was our largest day as it was 72 and sunny!”
Even more indicative of the current economy and state-of-consumer confidence the robust spending patterns fairs have seen for two previous summers continued into 2024, albeit qualified by the inflation rate ticking upwards. “While we didn't break any single-day attendance records, many vendors and partners reported record sales, indicating high engagement and spending from attendees,” she said. “Revenue and fairgoer spending have continued to increase, with many vendors reporting record sales. We did have an increase in our admission prices this year, which contributed to the revenue growth. As it has everywhere, inflation does pose some challenges, particularly with operational costs.”
The Art & Nature of Fun
In spite of the specter of inflation, did fairgoers enthusiastic attitudes continue to accompany their positive spending patterns? “Absolutely! The enthusiasm was evident, with many attendees expressing excitement about returning to the fair and enjoying the new and various attractions.”The fair's marketing theme was “The Art & Nature of Fun,” technically “The Art & Nature of Fun, presented by Newfields,” a major sponsor of the fair.
“Newfields is home of the Indianapolis Art Museum & gardens, so it was a great partnership that we brought to life with many different immersive exhibits & experiences,” she said. “We are big believers in having a different theme every year for our fair.”
The fair took the marketing theme from social to the fair, expanding the concept of what a state fair can be. “We also curated a custom exhibit for our Art & Nature theme called ARTSCAPE, which was hosted in our 18,000 square foot Harvest Pavilion,” said Whelchel.
The Art & Nature of Fun was also evident at the Purdue Extension Building, featuring programming created by Purdue University that included a speakers and interactive exhibits on a range of agricultural and nature-related topics. “Purdue Extension is excited to once again be part of the 2024 Indiana State Fair,” said Angie Abbott, interim director of Purdue Extension and associate dean in the College of Agriculture. “It's a wonderful opportunity to celebrate the accomplishments of 4-H youth from across the state and to showcase our diverse programs. This event provides the opportunity to engage with stakeholders from across Indiana, offering attendees the chance to learn about sustainable practices and healthy lifestyles through our interactive demonstrations and activities.”
The fair's marketing was led by an expanded social media presence. “We invest heavily in social media, from staffing to content and running paid campaigns,” said Whelchel. “We are constantly leveraging social media for real-time updates, advertising & promotion, contests, and collaborating with influencers - which significantly boosted engagement.”
One of the most effective marketing campaigns was also the most delectable. The reputation the fair has earned as a foodie destination for fair cuisine was taken up a notch by the annual Taste of The Fair food competition, “Which if one of our most popular promotions,” she explained. “We encourage all of our vendors to come up with a NEW, wacky food or beverage to offer at the fair, and we put large promotional efforts around those items. On average, we'll have about 40 items in this contest, that the public can vote on their favorite throughout the Fair.”
With fairgoer being the key ingredient to this marketing endeavor, the promotion brought attention to the edible fun at the fair as well as highlighting new concessionaire innovation. This year's winners were 1) : Fried Sugar Biscuit n' BBQ with Apple Butter Sauce; 2) Sweet Tea Slushy; 3) Blueberry Cheesecake Stuffed Elephant Ear. “All of them who earned a golden ticket to the World Food Championships help at the Indiana State Fairgrounds this Fall,” added Whelchel.
The fair featured 140 food stands and while the media noticed newer concoctions, the Indiana palate shows a preference for traditional fair cuisine. “Our fair staples include corn dogs, elephant ears, funnel cakes, tenderloins, pork burgers, dairy bar grilled cheese or milkshakes, corn on the cobb,” she said.

Fried Sugar Biscuit n' BBQ with Apple Butter Sauce

Blueberry Cheesecake Stuffed Elephant Ear
Wave Swinger
Spending and enthusiasm was undeniably apparent in the NAME midway, where revenue was up and the carnival company more than able to accommodate the loss of the post-lockdown weekend. “We did see a slightly shorter schedule this year, but it seems like that didn't slow people down,” said Lynda Franc, Corporate Marketing Director, NAME. “The guests adjusted their schedules and made it out to enjoy the fair, people have their priorities and it looks like the fair makes the cut! The Indiana State Fair was a success once again, and we were very happy to be along with them on this journey.”With the new marketing, expanded programming, optimized talent buying and facility upgrades, such as investing $50 million in the Farm Bureau Fall Creek Pavilion renovation, Franc pointed out that the Indiana State Fair has revitalized itself in recent years. “Indiana is doing plenty of things right. The folks at the Indiana State Fair continue to excel in delivering a top-tier experience—from their entertainment and focus on local food and agriculture to ensuring there are rides for all ages to enjoy.”
The ride in the stealing center-stage this year was the carnival company's newest. “A standout addition to the midway this year was the new Wave Swinger, which stood out as a picturesque addition to our layout this year,” said Franc. “As the season winds down, we're taking a moment to reflect on the year we've had. Having brought smiles to millions across the U.S. and Canada, we can confidently say it's been a successful ride!"

“Hoosiers love this summertime tradition,” agreed Whelchel. “The 2024 Indiana State Fair exceeded our expectations! We had a wonderful fair with wonderful weather.”
The trick for the fair that not only continues on a growth trajectory and is the largest outdoor event in the state is the willingness to change while keeping relevant the fair traditions communities love. “Fairs are constantly evolving and changing while still providing the traditions that matter to people,” she said. “We are constantly evaluating what we're doing, and what we need to be doing into the future to ensure these fairs stay around for another 160+ years.”
She added, “Fairs are not only relevant, but they're also incredibly important. Fairs are a place where people gather to make memories and establish traditions. Fairs bring communities of all walks of life together to celebrate. Fairs are economic drivers for their communities and they are a fabric of life in those communities.”


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