County fair boosts economy

By JoAn Bjarko
North Forty News

This year's Larimer County Fair and Rodeo put $12.3 million of direct and indirect spending into the local economy, according to an economic impact analysis provided by the University of Northern Colorado.

Based on surveys of 299 people at the fair, the economic report concluded that a representative attendee spent $58.90 daily, resulting in direct spending of $6.1 million from the people who went to the fair.

Calling the economic analysis "a snapshot in time," fairgrounds director Jay Hardy said the numbers show the county fair is a solid event that should grow incrementally throughout the years.

Indirect spending numbers are based on the assumption that dollars spent at an event are respent in the community. This analysis of the fair's impact used an indirect spending multiplier of 1.79, which many would consider conservative. Hardy said, however, that the multiplier, provided by the Northern Colorado Economic Development Corp., adequately reflects an event for local residents in this marketplace.

The survey also asked 21 questions to gauge how well people enjoyed their experience at the fair. For the most part, the fair and its staff received good to excellent marks. "We did a great job producing the event," Hardy concluded.

It cost the county $471,000 to put on the county fair, which is about 9 percent of the entire fairgrounds operating budget.

Most complaints were directed toward concession prices and the carnival. According to the report, comments suggested that "customers are highly dissatisfied with the pricing and value of food and beverage." About the carnival, the report said, "ratings for the variety and quality of attractions were poor."

Hardy has already renegotiated parts of the overall fairgrounds' contract with national concessionaire Ovations, which is headquartered in Tampa, Fla., and, he said, there will be future talks about food prices at the fair. For example, other events at the fairgrounds will now offer children's value meals."We need to get more kid friendly," Hardy said.

Following are some of the comments gathered during the survey:

• Like free parking, would really like to see $5 gate admission go away.
• Cost of food and beverage is ridiculous.
• Beer cost too high.
• Don't charge people to come to our county fair.
• The entry fee should be less.
• Kid rides should be cheaper.
• Need benches and shade.
• Need more showers for exhibitors.
• Need more pens for certain species.
• Grounds are very nice. Big improvement.
• Love the new fairgrounds.
• A lot of walking with the layout.
• Everyone was helpful and offered help before asked.
• Barns overcrowded.
• It has been a great event. Lots of activities and things to do. I will come again.

Fairgrounds staff can deal with many fairgoers' issues without spending a lot of money, Hardy said, but the fairgrounds will not be making many capital improvements next year.

The county spent $62 million to build the new fairgrounds east of Interstate 25. It officially opened a year ago on Sept. 15, so this county fair was its first. Construction was financed with a sales tax and sponsorships. As more taxes come in, the county will be able to expand the facility.

"We want to chisel away at things we can change," Hardy said.

Hardy said decisions about charging for gate admission or parking are made by the county-appointed fair board, with the concurrence of the county commissioners. He doubted that both parking and admission could be free, but said, "Everything's up for review."

Hardy also explained that the fair contracts with the same carnival company as the state fair, the Greeley Stampede and Cheyenne Frontier Days. "We felt very fortunate to get them," he said, adding that the company sets its own prices.

Looking out his office window at a landscape filled with small trees, Hardy said it could take 10 years to solve the shade problem. Canopies are a possibility, he said, but that also adds to the cost of producing the fair.

In the portion of the survey that gathered personal information, the results concluded that 60 percent of fair attendees were female. Forty had incomes of $10,000 to $49,999 and 37 percent had incomes of $50,000 to $99,999. Fort Collins and Loveland had equal representation, with 32 percent of attendees coming from each city.