Carnival & Fair News

The winning streak continued for the Illinois State Fair this summer. The 2024 event broke attendance and revenue records, presented a grandstand lineup with near sellouts by Lil Wayne (15,427) and the Jonas Brothers (9,952) and a 47-ride midway by NAME (North American Midway Entertainment).

The most telling milestone might be the unveiling of upgrades and renovations to the Coliseum and Multi-Purpose Arena, part of a $85.3 million renovation project the state has approved for the fairgrounds. These new facilities attract fairgoers not only curious about the tax-payer-funded enhancements but the expanded range of programming state-of-the-art facilities make possible.

Fairground Investments

“Fairgoers were ecstatic to experience these remarkable improvements at the facility, including new arena seating, ADA accessibility, and a new sound system,” said Rebecca Clark, Fair Manager, Illinois State Fair. “These upgrades were made with careful attention to the history of the building and its existing architecture. The results are dramatic and generated a lot of buzz during horse shows and other livestock events hosted in the Coliseum. This facility is commonly referred to the Crown Jewel of our fairgrounds, and we are grateful to the J.B. Pritzker Administration for their continued support of the fairground improvements.

After years of declining attendance and budget cuts by previous governors, last year's state-investment into the fairgrounds focused on improving the fairgoer experience as a key step in making the Illinois event comparable to other Midwest state fairs, most of which are some of the biggest fairs in the world. “The Illinois State Fair is in the process of addressing years of deferred maintenance thanks to an $85.3 million capital investment by the Pritzker administration,” she said. “Fairgoers embraced exciting outdoor events at the newly renovated arena such as monster truck shows, a rodeo, truck and tractor pulls, and a demolition derby. From newly paved roads to freshly painted buildings, fairgoers are noticing the investment and the commitment to breathe new life in our state fairgrounds.”

Attendance reached 773,518, breaking last year's record of 707,603. Mother Nature also smiled kindly on the event which evaded the worst of the summer's record heatwaves. “The 2024 Illinois State Fair saw mild temperatures for most of the fair, with very minimal precipitation,” she said.

The fair's first Saturday attracted more than 96,000, setting a new single-day record for the Illinois State Fair. “Revenues for the 2024 Illinois State Fair were up from 2023,” said Clark. “ The 2024 Illinois State Fair was blessed with amazing weather, which coupled with the amazing entertainment and family friendly pricing, led to a great experience for families and fairgoers.”

Inflation was an issue both inside the fair, where food and other prices saw expected if nominal upticks and outside, where the higher prices on food and other household goods cut into the family's budget. The fair made a concerted effort to provide savings where possible. “Recognizing that strain on the fairgoer's available entertainment dollars, the Illinois State Fair staff made a conscious effort to maintain our low gate and parking prices. The fair saw great success with recently introduced campaigns to make the Illinois State Fair even more affordable for families to attend. This included introducing reduced and discounted admission days, free parking promotions, and increasing the awareness of our discounted food promotions.”

It's Showtime!

The fair's marketing campaign this year emphasized the fair's growing reputation as a crucial late-summer stage for an array of entertainment – “It's Showtime!”
Clark's marketing team selected a tagline that invoked the excitement and immediacy of a truly revitalized event. “It's a theme that really speaks to all aspects of the fair,” she said. “ From the 800-seat big top circus located just inside the iconic Main Gate, to the all-star Grandstand entertainment, or the exhibitors competing for the title of Grand Champion – all the hard work and planning has come down to this very moment. Illinois takes center stage during the fair, and the theme captured the anticipation and excitement of the 11-day event.”

While the fair continued to “utilize all forms of media including print, television, radio and digital assets,” she admitted to an “increase in its digital footprint.”
The social media flank of the fair's marketing and promotional campaign was headed by a team of summer interns both before and especially during the fair, whose goal was to capture dynamic content and disseminate it throughout all platforms as rapidly as possible. “Capturing dynamic content and posting it in real time helps create FOMO (fear of missing out),” she explained. “Illinois State Fair social media was rebranded earlier in the year with a fresh color palette, new icons and an emphasis on strong, vibrant and compelling photo and video content. Improving our online presence was a powerful reminder to the younger generation that the Illinois State Fair is relevant.”

The Meta platforms of Instagram and Faceboo were the main delivery mechanism for this new media realm. “Reels were a central communication tactic, and the result was a staggering increase in views – nearly 800,000 total plays across Facebook and Instagram. The Department also created a social media toolkit to ensure consistency in brand and messaging for other state agencies to use in promoting the state fair.”

NAME Midway

The North American Midway Entertainment midway also set revenue records, she said, “with an increase of more than $164,000.”

“We had a great year with the Illinois State Fair and, excitingly, broke some ride attendance records,” said Lynda Franc, Corporate Marketing Director, NAME.
We were proud to present our new ride, "Downdraft" from Battech which was delivered in June - so far the guests seem to enjoy it. The Illinois State Fair is doing a great job of connecting with their patrons and ensuring that they have a great experience from the second that they purchase their tickets to the time that they leave the grounds. It's been great to be on this journey with them and we look forward to continuing to grow together.”



The Illinois State Fair has also established itself as a major fair cuisine destination by fairgoers and concessionaires alike. The fair showcased a reported 199 food vendors, with new additions including Homerun Grill Pizza, Potbelly, Island Noodles, and Mickey's Massive Burrito.

“For the second year in a row, the Illinois State Fair had a wait list of vendors wanting to participate in the annual fair,” said Clark.

It's highly publicized food promotion – Golden Abe's Fantastic Food Contest – proved highly effective. Clark described it as an event “where vendors are encouraged to enter their best dishes for a chance to win cash prizes These are standout dishes that are raved about all year-round, and winning vendors always benefit from a boost in sales. This year, the Donut Ice Cream Sandwich from Scoop Du Jour won the top prize, while Nashville Hot Chicken Sandwich from Heaterz won the People's Choice Award.

While top-selling food figures were still being tallied, anecdotal taste-bud metrics indicated high ratings for “Dilly Dill Pickle Pizza from MiaBella's Wood Fire Pizza, the Nashville Hot Chicken Sandwich from Heaterz, and the Pork Chop on a Stick by the Illinois Pork Producers.”

For Clark, one aspect of the fair's successful year was an indicator of the state's robust agriculture industry. “We are pleased to report that the Illinois State Fair continues to see growth in nearly all areas. We are an agricultural fair, and to see the number of competitive events entries grow year after year is a shining achievement for our state's number one industry. Add to this a healthy mix of education, entertainment and family fun, and you have a fair full of smiles and memories that will last a lifetime.”

For a Midwest fair now headed back to the big leagues, this year reciprocated the confidence the state's government and citizenry feel about the role fairs play in contemporary culture. “ Fairs bring families, friends, and communities together to celebrate summer. Fairs are a piece of Americana; they are a tradition and a rite of passage. This is where blue ribbon dreams come true and the passion for agriculture thrives. In a world where there are countless entertainment options literally in the palm of your hand, fairs create experiences for families to enjoy tangible, hands-on opportunities to discover agriculture and all that Illinois has to offer. They are a summertime travel destination and a tradition for generations of families.”

The Illinois State Fair was first held in 1853 and as it builds-back-better it is finding new ways to make fair traditions feel fresh. “To remain relevant, fairs must balance the nostalgia people have for the fairs of their childhoods with new and unexpected offerings to keep families coming back year after year. We have already begun planning the 2025 Illinois State Fair with hopes to do just that.”