The fair gives back

Diane Jones was busy this week setting up 4-H exhibits in the Modern Living Building as the Central Washington State Fair opens Friday.

The 65-year-old 4-H leader recalls that she slept overnight on the building's hardwood floor when she was a 4-Her from Klickitat County.

Jones, of Naches, who has committed 30 years of her life to 4-H, jokingly says she could have been a millionaire had she not contributed so much time and money to 4-H.

"But I've gotten $100 million back in seeing kids be successful. The amount is really immeasurable," she said.

Intangibles such as nostalgia and tradition characterize the fair experience for many people. Greg Stewart, president and general manager, said there are instances in which people celebrate major events in their lives associated with the fair, like a first date or former FFA members whose children now exhibit at the fair.

But a definite financial benefit comes from the 10-day event in Yakima that draws well more than a quarter million people to the 130-acre fairgrounds each fall.

Fairs battle to remain relevant

Annual fairs, particularly agricultural fairs like Yakima, struggle to remain relevant in a changing society where fewer people rely on the land for their livelihoods.

Stewart said meeting changing tastes and interests is a constant topic.

"The key word I use in speeches is that we need to keep our fair relevant," he said. "We attend conventions to see the new trends. Our superintendents are really good about sensing what direction we are going."

Some of those changes are apparent on the grounds. For the third year, a section in the Agriculture Building is set aside for scrapbooking.

Jones said more space is being made available for 4-H photography exhibits.

Fairs of all sizes -- from the youth fairs to large area fairs like Central Washington -- suggest fairs are still attracting audiences.

Yakima draws about 300,000 annually

Fair officials say total attendance over the past 7 years has been in the range of 300,000 people. Attendance dipped below that figure in 2005 and 2007 as inclement weather dampened crowds.

But fairs are seeing a burst of interest from consumers this year who are opting to stay close to home for their entertainment in a tight economy where they have less discretionary income.

Jim Tucker, president and chief executive officer for the International Association of Fairs and Expositions in Springfield, Mo., said attendance is up this year at fairs that have been conducted so far this year.

"We have had a great summer," said Tucker, whose organization is a trade group for agricultural fairs like Yakima's. "The stay-cation is definitely a reality. We have seen good, strong attendance and an increase in spending for the entertainment aspects of fairs. It is kind of the carrot in front of the horse to expose people to the educational opportunities."

"People have some pent-up demand for some fun," he added.

Providing that fun is balanced with the underlying reason for agricultural fairs -- the education of the public about the benefits of agriculture.

"Fairs were places where those who produce ag products could have them judged by experts from the university extension programs and breeding associations as producers of fine livestock and crops," he said. "You are identifying the finest genes of the various animals and crops that are used in propagation."

Think your gas bill is high? How about $5,000?

Butler Amusements, again providing the midway rides and games, employs up to 80 people during the 10 days of the fair, some of them from the local community.

"We spend a lot of money here," observed Cecil Rhodes, Butler assistant manager, as setup continued.

"We service all the trucks here in Yakima because we are near the end of the season."

He pegs that cost at about $5,000. Each time Butler gets a diesel delivery to power the generators -- which occurs about every other day -- that is another $5,000 bill. The firm also buys replacement parts while in the community.

Butler also makes a lot of money at Yakima, as the company's nine-month, three-state tour comes to an end.

"This is a real good fair," said Rhodes, who has been with Butler 29 years after a career with Boeing. "We like the number of people who come here. There is a lot to see and do."

What do fairs give back?

A 2006 study of rural fairs in Eastern Oregon by an Oregon State University extension economist estimated fairs return 5 times their annual budgets in economic activity.

The Central Washington State Fair commissioned its own economic impact study in 2004, leading to the name change to State Fair Park.

The study, by a Bellevue research firm, estimated the fair's economic impact at $25 million, with each dollar spent in connection with the fair generating $2.59 in economic benefits.

A more recent effort, a 2007 study commissioned by the Washington State Department of Agriculture, projects 72 fairs of various sizes in the state contribute $214 million in economic activity. The spending is in the form of direct purchases at the fair by fairgoers, purchases from suppliers by exhibitors and spending of income by fair employees.

Total economic activity for the entire year, including both fair and nonfair events on the grounds, ballooned the benefit to more than $350 million.

Ken Duft, an agricultural economist at Washington State University, said his observation is fairs do well in years when the agricultural economy is in good shape. That should bode well for Yakima this year since all sectors of farming, from apples to hops, grapes and grain crops are having another good year.

"The county fair presents an opportunity to bridge the gap from the current modern rural lifestyle and its urban counterpart," Duft said. "I don't think county fairs have fulfilled that opportunity. It is a chance to bring younger people on the grounds and show them milk doesn't come from a bottle. Food is produced and processed in an environment they aren't familiar with."

* David Lester can be reached at 577-7674 or dlester@yakimaherald.com.

Fair attendance

Central Washington State Fair attendance numbers

2001 311,958

2002 313,667

2003 320,308

2004 318,520

2005 290,464

2006 313,044

2007 294,411