Carnival & Fair News

The South Carolina State Fair found a way to bolster an icon by using it to create new programming and revenue streams in an under-utilized sector of the event.

In 1969, the city of Columbia received an intermediate ballistic range missile – an actual rocket  emblematic of America's “Space Age – that ever since the summer of the Moonwalk and Woodstock has been not just a landmark, but as identifiable with the annual celebration of everything Palmetto State as any fair's mascot or logo.

Rocket Plaza

Case-in-point – the phrase “Meet At The Rocket” – has become common parlance and last year's advertising tagline. This year the rocket motif began a new chapter with a new outdoor venue – The Rocket Plaza – a makeover of a under-utilized section of the fair.  “Rocket Plaza was a new entertainment area located at our North Gate entrance,” said Nancy Smith, General Manager, South Carolina State Fair. “We found, over the last few years, this area of the grounds needed a “lift” and something to make it more appealing to draw folks to the north end.”

The “lift” included constant entertainment –  “we had three entertainment acts, performing nine shows daily” and vendors “ we included a new concession trailer along with increased commercial exhibits outside. Our plan worked and it was a success. Other concessionaires in that area agreed, as they saw sales increase. Rocket Plaza will return in 2025.”

With the iconic landmark now spread out to encompasses an augmentation in the form of the Rocket Plaza, the fair needed a fresh advertising tagline to remind South Carolinians the annual tradition is back bigger than ever. The fair zeroed in on double-sided promotion – highlighting another new program central to the fair's mission while expanding the fair's outreach to the entire state.

This year's marketing tagline for the South Carolina State Fair was “46 Reasons to Celebrate South Carolina.” Why 46? Well, that's the number of counties in the state and the foundational concept for a new initiative spotlighting individual regions with the state, thus increasing participation and awareness of the fair's agricultural mission.

It also tied in two county-centric attractions. “The “46 County Showcase” and our first ever “South Carolina Grown Marketplace” were part of our 2024 fair theme – “46 Reasons to Celebrate South Carolina,” Smith explained. “This theme revolved around our 46 counties in SC. We created a new area, in our Ruff Building, where each county was given their own booth to promote everything about their particular area.”

Marketing Outreach

To complete the experience, the fair added a gamut of interactive programming. “We carved out a “stage area”, where we featured entertainment, crafts, history, storytelling, etc. relative to each county. We plan to showcase our counties in the future but perhaps in a different format. The “46 County Showcase” was a popular spot this year.”

Farming of course takes precedence at the state's largest annual agricultural event, so the fair created the “South Carolina Grown Marketplace”  -- “located in our Rosewoods Building and contained only items that were made, grown, or sown in South Carolina. It was a huge success and we are already planning on a larger area for 2025. Our goal is to have the “South Carolina Grown Building” and make it bigger and better every year. Doing so gave us an opportunity to showcase small businesses and agriculture in South Carolina,” said Smith.

Improving the chances for its success was a marketing tagline billing –  “46 Reasons to Celebrate South Carolina” Not only was this new approach of networking in all the counties and incentivizing individuals in those counties to participate in fair and agricultural programming effective, but it focused the fair on the fresh and new.

The media allocation for this year's marketing campaign was comparable to last year, with important upticks in percentage points from old to new media – Broadcast TV – 24 percent; Cable TV – 3 percent; Streaming TV – 11 percent; Radio – 15 percent; Outdoor – 10 percent; Print – 5 percent; Digital – 29 percent; Contingency – 3 percent.  

The social media arm of the marketing was supplemented by new platforms. “We added Pinterest and Threads,” said Smith. “We used Tik-Tok more.”

She added, “Our goal at the SC State Fair is to continue to make the best better every year and this will never change. Our theme this year gave us an extra opportunity to showcase and involve the entire state, as every county was showcased.”

The new venues and their lead in the marketing effort – combined with “Perfect” weather – resulted in a robustly attended fair with upbeat fairgoers freely spending their entertainment dollar. “We had a wonderful and very safe fair,” said Smith. “We were blessed with 12 beautiful days of perfect weather, no football games during the run of the fair, a new traffic pattern that served us well, and a Columbus Day holiday during the fair.”

Excited & Enthusiastic

Fairgoers she noticed were very upbeat, ready to enjoy the annual tradition. “The attitude for the fairgoer was excited and enthusiastic,” she said. “Everyone seemed pleasant and genuinely enjoying themselves. Food per cap spending was up slightly compared to last year and both food sales and ride gross saw double digit percentage sales increases.”

According to Smith. “Fair revenue was $9,100,000 which was up from $8,700,000 in 2023.”

Attendance reached 404,864 – which not only exceeded 2023's 345,416, but saw the 2nd Saturday achieve the highest attendance post COVID, 54,721, and “the highest food gross with over $1,000,000 for the day “

When it came to fair cuisine, S.C.'s fairgoers had plenty of places to distribute their wealth and satiate their appetites. The fair featured 85 independent food vendors, with this year's favorite beverage having a space-age twist in keeping with the fair's iconic landmark. “Rocket Sweet Tea” (in honor of the “rocket” on our fairgrounds).  There were also  two popular newcomers:  “Mr. Seafood – serving up deep fried shrimp and oysters and more, and Daley's Funnel Dog, a hot dog wrapped in funnel cake batter, deep fried to golden brown, sprinkled with powdered sugar and served with syrup!”



Nonetheless, top food items were fair staples: “Deep fried tacos, steak sundae, turkey legs, corn dogs, French fries,” she said.”

Celebration Wheel

The NAME (North American Midway Entertainment) midway maintained their 60-ride presentation from 2023. Smith stated that Midway revenue was up 12 percent over 2023, with the top grossing rides being: Celebration Wheel, Skyglider, Cyclone Coaster, Super Himalaya, Crazy Mouse.

“This year's midway at the South Carolina State Fair was a roaring success,” said Lynda Franc, Corporate Marketing Director, NAME. “It featured 60 rides, the same as last year, making it one of NAME's largest events. The fairgrounds' spacious and well-laid-out design makes it easy to navigate and enjoy, with rides visible in every direction, contributing to a smooth and enjoyable experience for visitors.”

Franc noted that “The midway performed well this year, with attendees happy to be at the fair and enjoying the rides. The South Carolina State Fair continues to do a great job by prioritizing its patrons and creating a welcoming atmosphere where guests feel valued.”

Evident by the strong performance of the company's spectacular rides, Franc noticed that dominant among the throngs were young adults and teenagers who seem to have rediscovered the fair experience. “Compared to 2023, the crowd dynamics have remained consistent, with younger adults showing up in strong numbers,” she said. “Families tend to visit earlier in the day, while the evening hours see more of the late-night crowd. Overall, it's been good to see people coming out to enjoy the fair, whether they're being mindful of their budgets or treating themselves a bit more.”



But like extending the “Rocket” brand to incorporate a new facility, the South Carolina State Fair has found that building on traditions is far more effective then replacing them. “When you ask people in South Carolina to give you one word that describes the South Carolina State Fair, the one word,  noted most, is “Tradition,” she explained. “I find this to be an amazing fact, especially in today's world. We know, beyond a shadow of a doubt, we must remain relevant to all, regardless of the “generation”. We also know we can and must do better in this regard every year. We take this into consideration not only in our marketing but also in our entertainment, our theme, our competitive exhibits, our commercial exhibits, and, of course our agriculture.”

Smith added that “I remain convinced, after 41 plus years in this great industry, that fairs include some of the best things going for our world in general. The world needs more “fair” and if this means “nostalgia” – what is wrong with that? I connect “nostalgia” with “memories” and memories are the number two word that is used most to describe the South Carolina State Fair. Here's to continuing to “make the best better” and making more and more Memories!” Hands down – that is a Blessing!”