Carnival & Fair News

Enduring the mid-summer heatwave that impacted much of the U.S. and then optimizing the challenge of simultaneous events occurring in fairground adjacent properties were obstacles the 37th Salem Fair navigated through this year. 

Carey Harveycutter, Manager, Salem Fair said that compared to the 2024, attendance was “down a little bit,” but “overall, we are very pleased with all aspects of the fair in 2025, but some days it was a struggle. The often-oppressive summer heat, that has been present for several years now, certainly had an impact on attendance and spending, but there were still plenty of smiling faces and long lines for rides and attractions.”

Harveycutter said that many longtime vendors who have been coming to Salem for decades could not recall so many days in the 90s. “Each day of the 2025 fair saw temperatures top the 90-degree mark with plenty of humidity. You cannot control the weather, so you have to adjust the best you can.” 

Adjustments included “additional cooling fans and a larger cooling area that was created by Salem Fire and EMS.” Folks came later to the event too. Our crowds arrived later, so our concessionaires and midway folks had to prepare accordingly.”

But sometimes Mother Nature is not in the mood for compromise. “Brutally hot-every day it was at least 92 degrees with higher heat indices,” he added. “On one night impacted the promotion where we collect socks and you get a ride discount-this year 600 pair of socks vs 3500 last year. We still collected over 3000 pounds of food on another date.” 

Banana Ball

The Salem Fair is held at the Salem's Taliaferro Complex, one of the largest event and meeting spaces in Virginia's Roanoke Valley region, which also includes the Salem Civic Center and the Salem Memorial Baseball Stadium. This year, the fair was held during two sold-out performances of the wildly popular “Banana Ball” presented by the Salem Red Sox. “Overall, the 37th Salem Fair went well despite challenges including “Banana Ball” in the stadium beside the fairgrounds that attracted 14,000 additional folks over the second Friday and Saturday.”

Players and many fans attended the fair before the games, and the fair implemented an elaborate shuttle bus system that ran problem-free.

“I cannot say enough about all the staff members citywide who stretched themselves beyond belief to make this happen,” said Wendy Delano, Salem's Director of Civic Facilities. “Our co-workers at the Salem Civic Center and the Salem School Division's Bus Drivers were just amazing, and while it was no small feat to execute, we are thankful we could present both events for all involved.” 

Potential disruptions from extreme weather and co-events proved not to diminish the appeal of this fair whose traditions now spans decades. “Fairs are a slice of Americana and will always be relevant as we all need an opportunity to get outside and have fun,” said Haverycutter. “This year's fair met expectations considering the weather.”

Fairgoer Spending

Spending continued apace with previous years, despite signs of inflation that included nominal increases in food and other items. “Per capita spending was up between 5-8 percent in food and beverage sales.”?

While tariff wars and other concern dominated economic headlines during the fair, the local economy remains healthy and fairgoers were optimistic when it came to spending. “Consumer confidence is good, with a number of economic announcements in our area recently that will bring additional jobs.”

The Deggeller Attractions midway – the company has provided the fair with its midway since its inception and signed a multiyear extension to the contract last year – featured 41rides, the same as 2024. New rides included the Western Mouse Family Roller Coaster and the Rock N Roll Himalaya, according to Harveycutter. 



The top grossing rides? “Giant Wheel-same as every year;” said Harveycutter. “The Hydra gets most hype and repeat riders; second was carousel; then Wave Swinger and the new Mouse Coaster.” 

Most important, although price upticks plagued food and beverage, “We held the line on all ride sales both individually and in all-day passes.” 

While the heat can be partially blamed for the 2 percent drop in midway revenue from 2025, another factor was a new ride promotion. “We had a special advance ride pass sale that cannibalized later sales due to the special $15 vs $21 cost.”

Food & Beverage

Food & Beverage showed spending overall was up 5 percent. The fair showcased 36 food vendors, which included both independent and Deggeller concessionaires. The cuisine offered ran the array of traditional fair comfort food to innovative makeovers of familiar dishes “The most popular food was funnel cakes both independent and carnival. We added corn on the cob this year, that had been missing for many years due to the growing season. We also added in Fork'et Me Not with Smashadilla -quesadilla with ground beef, cheese, onions, peppers and sauce. Gillette's Pizza is always a favorite and this year created special Salem Fair Cup.” 

The Salem Fair Cup was part of a “Thirst Buster” promotion and featured a souvenir cup and refill tokens. 

In addition, popular attractions included: Danny Grant Cowboy Circus; Hilby-Skinny German Juggle Boy, Catherine Hickland Mentalist/hypnotist; All American Pig Races; Disc Connected K9s and the Small World of Agriculture

The Fair's advertising budget was comparable to 2024, about $55,000, although Visit Virginia, the state's department of tourism provided an additional $20,000 in grant funds, he said. 

Media allocation was: Radio 30 percent; TV 15 percent; Online 47 percent; Outdoor 5 percent; Print 3 percent. Haverycutter said that the print budget was entirely for a brochure, with all newspaper advertising eliminated. “We added Outdoor this year.” he said. 

Social Media took on a higher profile role spearheading the annual Salem Fair marketing campaign.” We added back Tik-Tok for younger demographics. We also added in Greensboro and Charlotte using tourism funds due to state travel data to capitalize on visitors and promotions with area hotels.” 

What the fair didn't utilize this year was a marketing tagline or theme. Instead, the fair was looking to the future while basing next year's marketing on the past. “No theme this year, but next year will focus on the 250 Anniversary of the signing of the Declaration of Independence, VA250-America-Made in Virginia.”