Carnival & Fair News

A rainy opening week challenged the Great New York State Fair this year. As the skies cleared, another setback emerged when legendary six-time Grammy Award–winning singer Dionne Warwick, best known for timeless classics such as “Walk On By” and “Do You Know the Way to San Jose,” cancelled her performance just days before what was to be a rare New York summer appearance. Initially reported as “unforeseen circumstances,” Warwick later revealed on Facebook that she had undergone emergency leg surgery and cancelled the remainder of her tour dates.

The fair pressed on, quickly securing a replacement: country duo LOCASH, known for their high-energy performances and chart-topping hits including “Hometown Home,” “I Love This Life,” and “One Big Country Song.”

“We're thrilled to have LOCASH join our lineup and bring their dynamic sound to Chevy Court,” said Julie LaFave, Fair Director. “We're confident they'll deliver a fantastic show that our visitors will enjoy. Their music is uplifting and fun, making it a perfect addition to our fair. We wish Dionne Warwick a speedy recovery and look forward to future opportunities to see her perform.”

LOCASH joined a diverse lineup of headliners, including George Clinton and Parliament-Funkadelic, Nate Smith, Cheap Trick, Los Lonely Boys, Busta Rhymes, Herman's Hermits starring Peter Noone, Sister Hazel, and Lynyrd Skynyrd. Tribute acts also drew crowds, such as The Concert: A Tribute to ABBA, The Lady Gaga Tribute, Slippery When Wet (a Bon Jovi tribute), Magic – Tusk (a Fleetwood Mac tribute), and The Ultimate Bruno Mars Tribute Experience.

Attendance Increase

“It was our first year with Romeo Entertainment Group,” said LaFave. “The annual celebration of everything Empire State features more than 40 major concerts on two stages, Chevy Court and Suburban Park. Admission to these star-studded shows is included with fair admission—an unusual model for a fair of this size. The Great New York State Fair ranked #19 among the Top 50 Fairs in 2024, as compiled by Carnival Warehouse.”

“We increased the concert budget,” LaFave added. “We had a strong lineup and have become one of the most popular concert stages in the Northeast. The proof is in our attendance.”

Despite weather challenges, turnout was strong. The fair attracted 925,989 visitors, an increase of 57,244 over 2024's 868,745, though still below the 2019 record of 1,329,275. “The days we had Jessie Murph and Shaggy—our closing days—were record attendance days,” LaFave noted.

Weather disruptions persisted, however. “A lot of rain throughout the first week,” LaFave explained. “The first Sunday, we had to close for two hours due to flooding in the parking lot. We also had strong winds and sent out a text alert to vendors and fairgoers to take shelter. We reopened by 5:30 once the storm passed. We knew it was coming.”

The final Sunday drew more than 108,000 fairgoers, while the final Saturday attracted 100,000—over 50,000 more than the same day in 2024. “We had a few weather problems, but overall I'm very happy with this year's fair,” LaFave said. “The concerts were fantastic. By every metric, it was a successful event.”



Spending trends largely mirrored previous years. While some food and beverage vendors raised prices slightly due to inflation—particularly for alcohol—fair-controlled prices and midway costs remained stable. “The prices we control stayed the same,” LaFave said. “Food sales were strong, and many vendors reported record years.”

The midway also performed well. “Wade Shows surpassed last year's revenue,” LaFave confirmed. “Although weather slowed things in the opening days, the midway had a strong finish.”

“Great” & Greatness

To market this year's fair, organizers leaned into the longstanding name “The Great New York State Fair.” While most people simply call it the New York State Fair, the official branding highlighted its heritage with the 2025 tagline: *One Great Fair, Endless New Memories.*

“We worked with an ad agency on the tagline,” LaFave said. “We wanted to emphasize family friendliness, affordability, and tradition. We're one of the oldest fairs in the country, and generations of families have made summer memories here. That's the greatness of the ‘Great' New York State Fair.”

The marketing budget remained unchanged at about $900,000, though allocation shifted more toward digital and social media. “Our strategy for paid media has remained mostly the same, but we moved additional dollars to digital in response to trends,” said Katie Rey, Associate Director of Public Information, NYS Dept. of Agriculture & Markets.

“We used more intentionality in social media placements,” LaFave added. “We worked with the agency to create engaging content. We also have an in-house team member dedicated to social media. Investing in that space works because we understand how to reach people on those platforms.”

One cost-effective initiative involved partnerships with social media influencers. “We've built a database of influencers across the state,” LaFave said. “Food influencers, in particular, are very popular. They help expand our exposure, and we give them a platform in return. It's a mutually beneficial program we plan to expand.”

The fair hosted 82 food and beverage vendors. “We balance bringing back fan favorites with welcoming new vendors,” LaFave said. “Total vendors are determined by available space and menu demand. Each year we reassess how to best use our 375-acre grounds.”

Leadership

The 2025 fair marked Julie LaFave's third as director, a position she assumed in 2023 after the sudden resignation of her predecessor. “Technically it's my third fair as director, but my first full year in the role,” she explained. “In my first year, I was still overseeing operations while transitioning. That year was a whirlwind of interviews and community events, plus learning firsthand what the job required. Moving from operations into leadership meant building relationships across marketing, vendors, and city officials while handling disputes. Last year was about settling into those relationships.”

Wade Shows Midway

Wade Shows, which recently signed a new 10-year contract with the fair, also reported a strong year. “My team and I are very happy to work with Julie LaFave and her staff,” said Frank Zaitshik, President and CEO of Wade Shows. “I worked hand in hand with Assistant Director Peter Bardou and his group on all day-to-day matters.”

Wade Shows secured the contract over Strates Shows—the fair's longtime midway provider prior to 2014—to secure another decade-long agreement. “We're thrilled to be back in Syracuse for another 10 years,” Zaitshik said.

He highlighted the success of online sales, supported by Innovative Ticketing. Promotions such as a one-day flash sale and advance-sale wristbands helped achieve record numbers. “Anyone can sell online, but it's how you promote the sale and serve the customer that matters. Innovative Ticketing has been an outstanding partner,” Zaitshik said.

The midway introduced six new rides this year, including The Zeus, a remix-style attraction imported from England. Sales capacity expanded as well with the addition of a third mini ticketing plaza, with a fourth planned for 2026.

Safety remained a top priority. “A big shout-out to our third-party inspection company, Wagner Consulting, and to John Dodson, the fair's inspector,” Zaitshik said. “They did a remarkable job, as did the NYS Department of Labor ride inspectors.”