Cross Insurance Center reviews Bangor State Fair: attendance down, revenue up; plans to expand event days

Jake Berkowitz, general manager of the Cross Insurance Center, told the Government Operations Committee on Oct. 6 that the 2025 Bangor State Fair drew just over 17,000 paid attendees over seven event days and sold about 6,000 ride tickets and wristbands. He said ride revenue totaled roughly $477,000.

"Compared to last year, our total attendance was down, but our revenue was up," Berkowitz said, attributing the stronger revenue to operational changes implemented by the venue.

The statement to the committee summarized the fair’s programming and operations. Managers said the fair ran Thursday–Sunday over two weekends (seven paid days total), featured nightly grandstand attractions — including harness racing, demolition derbies, truck and tractor pulls — and placed the agricultural exhibits inside the arena to increase visitor access. The ag area included more than 460 animals and nationally ranked events such as the Paul Bunyan open jackpot show, which drew exhibitors from across New England.

Committee members heard several explanations for lower attendance than in recent years. Venue staff cited competing concerts and other fairs in the region during the second weekend, a rainy first weekend, and a staffing transition that left marketing under-resourced in the weeks before the fair. Berkowitz said the venue has since filled the senior marketing role and is revising outreach plans for 2026.

Managers described community outreach and parking partnerships as revenue and goodwill strategies. Berkowitz said the venue collaborated with Bangor Christian and local schools to direct parking and in some cases donated proceeds back to athletic programs.

Looking to 2026, the Cross Insurance Center proposed starting the fair on Thursday, July 30, and then opening additional weekdays in late July/early August to lengthen the event and avoid weekend-only competition. Berkowitz said Chad (director of finance) had volunteered to serve as the single senior lead overseeing the event operation, while subcommittees would continue to manage grandstand programming, vendors, agriculture and logistics.

The presentation also reviewed recent and upcoming arena events and personnel changes. Berkowitz said the venue recently hosted back-to-back arena shows, hired a new senior marketing manager, event manager and executive chef, and plans more Broadway touring shows, concerts and conventions in the coming months.

The committee asked a mix of operational and programming questions; no formal action was required or taken during the presentation.

The Cross Insurance Center’s presentation materials included daily attendance and revenue breakdowns and a five-year comparison noting the reduced seven‑day structure adopted after 2021.