Carnival & Fair News

A wet ending snatched away what seemed like a record breaker. The Topsfield Fair, first held in 1818, is believed to be the oldest fair in North America. One of the largest outdoor events devoted to the industry and culture of farming in New England, it has sustained a loyal following and enjoyed a post-pandemic boom. In 2025, the fair was on track to be perhaps its best year ever. Team Topsfield successfully navigated challenges related to inflation and security while presenting a 54-ride Fiesta Shows midway, a snappy advertising tagline, an increased marketing budget, and era-spanning headliners.

Positive Vibe

But Mother Nature had other ideas. Weather was inconsistent, culminating in a rained-out closing day.

“We had just about every type of weather you could expect in early fall in New England,” said David Thompson, spokesperson for the Topsfield Fair. “The first several days were very warm, and at times hot. We went through a record number of bottled water and sodas during the first four days. On Wednesday, October 8, we had rain in the morning followed by an overcast and cool afternoon and evening. The next several days, Thursday through Saturday, were beautiful, crisp fall days, and people turned to hot apple cider and comfort foods instead of what they were buying during the warm days. On the final Sunday it was overcast, then turned into steady rain. On Monday, October 13, the last day of the fair, it was a washout with heavy rain. However, because two of our bigger events that day, the demolition derby and the figure-eight races, were held indoors, we knew we would still get some people coming for them.”

The uncooperative weather restrained attendance but not morale.

“We had a very good year,” Thompson said. “The vibe was very positive. Because we had dry weather for a long time leading up to the fair, we were able to maximize our parking lots, some of which abut rivers. We were able to park 2,000 more cars on site than in years when there was wet weather leading up to the fair.”

Attendance reached a respectable 416,497, only 4 percent lower than 2024.

“We likely would have surpassed last year's attendance if we hadn't lost the last two days due to the weather,” Thompson said. “Saturday, October 11, was a record, though only slightly higher than the same Saturday the previous year.”

He added, “The legendary Frankie Avalon proved to be the biggest draw this year. We likely would have had more attendees for ‘Taylor's Story,' a tribute to Taylor Swift, had the weather been better.”

Fiesta Midway

Fiesta Shows, the fair's midway provider since 1951, featured 54 rides, two more than last year, and debuted two new Kiddieland attractions, Saddle Up Ride and Pirates Revenge. Thompson described the additions as “big news,” noting local YouTube coverage. The Big Kahuna also returned to the midway. Top-grossing rides included Spider Wheel, the Merry-Go-Round, and Thunder Bolt.

“The midway didn't open on closing Sunday or Columbus Day,” said E.J. Dean, vice president of operations for Fiesta Shows. “We were on track to beat last year if not for that. It's a great fair, a classic regional agricultural fair. The key is that it's so close to Boston, yet it holds on to its agricultural traditions, which really appeal to people. Commercialism hasn't taken over the fair the way it has at other large fairs. Being the oldest fair in the country, they have maintained a strong tradition.”

Dean noted strong advance ticket sales and reinvestment in the fairgrounds.

“They've made meaningful improvements, like upgrading the electrical system and the restrooms,” he said. “They do everything they can to make the customer interaction with vendors the best it can be.”

Despite those efforts, spending habits appeared tighter this year.

“I think people were cutting back a little on spending,” Dean said. “We kept our prices the same as last year, which hasn't been easy. With industry expenses increasing, we still had a successful season, but labor, parts, and supplies were all higher. Overall, costs were up about 11 to 14 percent over last year. Since the lockdown, we've seen roughly a 30 percent increase in costs across many categories.”

He added, “Our biggest challenge has been the rain. Not just at Topsfield, but across our spring route in New England. It rained 14 weekends out of 16.”



“In the current economic climate, inflation is always a concern, but it didn't seem to impact attendance,” Thompson agreed. “With good weather the last two days, we likely would have broken some records.”

An estimated 225 dry goods vendors and 100 food concessionaires participated this year. Long considered an October destination for adventurous food lovers, the fair featured both inventive new offerings and traditional favorites.

“Two of the more popular new items from longtime vendors were Dubai chocolate, strawberries covered in chocolate, and fried clam chowder balls,” Thompson said. “Fried dough and turkey legs are always among the most popular, and the Topsfield Fair apple pie sold very well again.”

Award-Winning Fun

The fair increased its marketing budget slightly and continued shifting spending toward digital media.

“We've increased digital spending consistently over the last few years,” Thompson said.

This year's media allocation included 20 percent to Total Traffic Weather Network television and radio, 20 percent to connected TV, 20 percent to broadcast radio, and 40 percent to digital platforms.

The marketing tagline, “Award-Winning Fun,” highlighted both the fair's competitive agricultural mission and its broad entertainment appeal. The campaign was supported by an expanded social media presence, including collaborations with local celebrities and influencers.

“We used a few popular Boston radio personalities with strong social media followings as influencers,” Thompson said.

In addition to weather challenges and a turbulent 2025 economy, the fair also faced a serious security incident. Local news reported that Massachusetts State Police took an emotionally disturbed individual into custody outside the fair shortly before opening. The individual was armed and had made threats against the fair.

“Safety threats are a fair manager's worst nightmare,” Thompson said. “We were informed by Topsfield Police that they had received a message suggesting knowledge of a bomb threat. This was one of the scenarios we train for, and we followed established procedures. The information came in about two hours before opening. Working with Topsfield Police and Massachusetts State Police, the suspect was apprehended outside the fairgrounds. The grounds were locked down, swept with bomb-sniffing dogs, and deemed safe to open as scheduled.”

The fair issued a media statement and posted updates online.

“The threat had little to no impact on attendance,” Thompson said. “Most people on the grounds that morning didn't know anything about it. Attendance that day was far more affected by the weather.”

Like all outdoor events, weather ultimately determines success. This year's Topsfield Fair demonstrated that careful planning, strong programming, and dedication to mission can overcome even a washed-out weekend. The fair honors tradition while keeping it relevant for new generations.

“All fairs are different, but we believe our popularity comes from our focus on education and agriculture,” Thompson said. “As society moves further from farm life, fairs help people understand where their food comes from and why supporting local agriculture matters. People love traditions, but we also need to stay on top of trends with new foods, activities, and entertainment. While many things remain the same, we introduce new attractions each year to appeal to all fairgoers.”