Carnival & Fair News

A rain-soaked Saturday and consumer confidence stuck in the government shutdown doldrums, which negatively affected fourth quarter fairs and other outdoor events, slowed the growth track the Arkansas State Fair has followed since the lockdown years. Attendance dropped 14 percent from last year due to the downpour, yet the 2025 Arkansas State Fair still drew 473,601 visitors during its 10-day run. Both Fridays and the final Sunday saw near record-breaking crowds, with nearly 50,000 attendees on closing day alone.

“The fair went really well,” said Tiffany Wilkerson, General Manager of the Arkansas State Fair. “We kicked it off with really big crowds. Attendance was up and in line with what we expected. Carnival was down, but a lot of fairs were down. It was a great fair overall. People were holding back a little.”

Midway spending declined 19 percent, according to Wilkerson, while food and beverage spending fell a slightly lower 17 percent. Food sales received a boost from the growing popularity of Lunch at the Fair, which offers free weekday admission and attracts a midday crowd eager to sample the wide array of food stands and trucks. The fair featured 73 food concessions. Innovative grilled cheese creations led the new cuisine category, while traditional favorites such as funnel cakes and turkey legs remained top sellers.

“People were looking for bargains. We had a few free admission days, and Lunch at the Fair is free admission,” Wilkerson said.

Negative Press

Fair managers often face two challenges beyond their control: the U.S. economy and the weather.

“We had great attractions. People came out and were enjoying the traditions of going to the fair,” Wilkerson said. “The vibe was very family friendly. We saw it from the kickoff of the fair. Families were coming out.”

That family-focused atmosphere was tested during a “Two-Dollar Day” promotion that coincided with a local high school “Skip Day,” when students often leave campus and gather elsewhere. Fights between teenagers resulted in 17 arrests and 14 ejections from the fairgrounds. The incidents quickly went viral, and news crews arrived to interview law enforcement.

Coverage made the situation appear to be a large-scale melee that forced the fair to close. In reality, the arrests occurred throughout the day, and the incidents were isolated skirmishes handled by existing security measures. The fair closed only 30 minutes early.

“There was no riot or violence,” Wilkerson said. “Nobody was sent to the hospital. Our local and state police who provide security handled the situation professionally. It was smooth. It didn't hurt turnout the next day. It was not a gang or a group of kids causing trouble. No weapons were found. It was blown out of proportion in the press. We got the police involved immediately, giving interviews onsite so people could see how safe it was.”

Fair officials and stakeholders are reviewing security policies. Like many fairs, Arkansas has implemented stricter admission policies regarding unaccompanied minors and clear bags. The issue may have stemmed from the timing and promotion of the discounted day, which drew larger crowds and unfortunately coincided with Skip Day.

“We're reevaluating that promotion,” Wilkerson said. “The discount worked, but it may not have been promoted as family friendly as it should have been. We're still reviewing the whole incident.”

NAME Midway

“The 2025 Arkansas State Fair went very well for North American Midway Entertainment,” said Lynda Franc, Corporate Marketing Director for NAME. “We had good weather, seasonal temperatures, and a strong program throughout the run.”

The only setback came on the final Saturday, when weather forced the midway to close around 6 p.m. Franc noted that results reflected that lost evening.

Despite rain-impacted attendance, Franc pointed out that the fair has retained a large and loyal following since the lockdown years.

“We are coming off four very good years at the Arkansas State Fair, and if not for the weather interruption, we feel 2025 could have been close to previous performance levels,” she said. “Our experience has been consistently positive. The fair has built a strong program and developed a strong following. Their commitment to providing a consistent, high-quality product has resulted in repeat and increased patronage, supported by strong marketing that paid dividends in 2025 and will continue to do so.”

The midway featured 49 rides, the same number as in 2024. Top-grossing rides included the Crazy Mouse Roller Coaster, Polar Express, Starship, Wave Swinger and Outlaw Roller Coaster.

The annual celebration of everything “Natural State” has steadily grown into a regional destination. In 2024, the fair ranked No. 32 on the Top 50 Fairs list compiled by Carnival Warehouse.

“From our perspective, the Arkansas State Fair is already a major fair,” Franc said. “A strong product combined with a very good midway, strong marketing, high-quality entertainment and strong management continues to create a successful formula.”

“See Y'All There!”

That formula has been presented through a long-term branding initiative. Inviting and welcoming while evoking the warmth of Southern hospitality, the Arkansas State Fair used the tagline “See Y'All There!” for the fourth consecutive year.

“We've kept the same tagline for a few years to increase familiarity with the brand,” said Jordan Sedberry, Account Executive at Agency GWL. “We create new looks each year with updated graphics. We put a new polish on it and give it a fresh spin.”

Even the best tagline can grow stale, Sedberry noted, so 2024 marked its final year. The transition will coincide with the nation's 250th anniversary celebration. Like many American fairs, Arkansas plans to lean into patriotic themes for the semiquincentennial.

“With the 250th anniversary celebrations next year, we felt like that would take up most of the marketing,” he said.

A new tagline will debut in 2027 and will likely remain in use for several years rather than just one.

The Arkansas State Fair's advertising budget was comparable to 2024 at approximately $221,892. Media allocation included 39.33 percent television, 7.11 percent radio, 10.06 percent streaming radio, 6.89 percent OTT, 28.3 percent digital, 4.82 percent print and 3.24 percent outdoor billboards.

“We reallocated funds from traditional radio to streaming radio to better target our desired demographic,” Sedberry said. “We used three different genres: R&B, rock and country. Streaming is far more trackable than traditional radio.”

The fair also elevated the quality of its social media content.

“We made a huge push to utilize organic content on Facebook and Instagram,” he said. “We posted organic content all day, every day.”

A burst of bad weather, negative publicity and slowing consumer spending proved insufficient to derail the Arkansas State Fair's upward trajectory.

“We are a growing fair,” Wilkerson said. “Community traditions and state traditions keep the fair relevant. We don't have another event that brings folks from all corners of the state.”