Iowa State Fair shows it’s a cash cow despite COVID-19

Regardless of COVID-19 dampening attendance, the Iowa State Truthful’s revenues had been up by hundreds of thousands of {dollars} final 12 months.

By the numbers: The 2021 Iowa State Truthful made round $36 million — about $2 million greater than 2019’s revenue, in accordance with preliminary income information offered to Axios.

The way it occurred: Final 12 months, there have been 80,000 fewer visits to the truthful compared to 2019, equating to a lack of round $300,000, Iowa State Truthful CEO Gary Slater informed Axios.

• Sure, however: The grandstand bought 20,000 extra seats than it did in 2019, because of a stronger lineup, Slater mentioned. Massive names like Dan + Shay, Chris Stapleton and Blake Shelton drew in additional concertgoers.
• More cash was additionally spent at concessions final 12 months, Slater mentioned. Individuals had a disposable earnings saved up and “they had been anxious to get out of their properties,” he mentioned.

The massive image: Different states did not truthful as nicely — the Minnesota State Truthful, Iowa’s largest neighboring truthful, suffered a $1.3 million working loss.

Between the strains: The Iowa State Truthful was held in early August — proper across the time when an infection charges had been nonetheless low main as much as the occasion, Slater mentioned.

• Iowa additionally had fewer COVID-19 restrictions and reopened sooner than Minnesota, the place individuals might have been extra hesitant to exit.

What they’re saying: Aunt Mary’s Italian Nice Grinder, a small, long-standing meals vendor on the Iowa State Truthful, considers 2021 a “profitable” 12 months, mentioned proprietor Invoice Slagle.

• Whereas they needed to pay extra to function, the stand additionally bumped up costs to make up the distinction.

What’s subsequent: Now that everybody has reopened and nearly all of occasions have returned, Slater expects extra competitors this summer season.