Utah County Fair reports attendance gains, requests $175,000 in seed funding

Utah County Fair representatives reported higher attendance, greater volunteer participation and a new nonprofit structure during a presentation to the Utah County Commission, and asked the commission for $175,000 in seed funding from tourism/TTAP funds to support the coming year.

The fair's representative, identified in the meeting as Greg Conover, told the commission that attendance rose by about 15% last year, open-class entries increased about 25% and volunteer participation rose to roughly 268 volunteers. "We did end up with about 10 of those last year, so we got about $15,000 off of sponsorships that way," Conover said, referring to a makers market that drew new vendor types and sponsorship revenue.

The fair reported estimated revenues of about $360,000 and actual revenues of $363,000 for the prior year. Conover told the commission that projected expenses were about $560,000 and actual expenses were about $545,000, leaving a carryover of approximately $255,000. Conover said the fair typically offsets costs with sponsorships and ticket revenue but that some large expenses, such as demolition derbies and monster-truck events, make the fair difficult to run in the black.

Conover said organizers created a 501(c)(3), the Utah County Fair Corporation, under the Utah Valley Convention and Visitors Bureau so sponsors could receive tax deductions. "We now have our own federal number as a 501(c)(3) so that when we get sponsorships, they can now write it off," he said, and described using the nonprofit to hold and roll funds so the fair can operate without returning all sponsorships to the county at year-end.

Organizers asked the commission for $175,000 in seed funding from TTAP tourism funds for the coming year to cover costs until ticket revenue is collected after the fair. Conover said that timing of revenue receipts can strain cash flow because many ticket sale receipts arrive in June or July, after some bills are due.

Conover described program changes that drew higher involvement: moving kids' activities into vendor areas; adding an extra horse show; expanding volunteer coordination under a new volunteer coordinator, Laurie Ann Davis; and expanding the makers market. He said planned events for the coming fair include a cowboy-poetry night, monster trucks on Friday, a demolition derby on Saturday and a rodeo on Thursday.

Commissioners thanked the fair representatives and discussed non-action items such as requesting better public-works contacts for temporary electrical support at the fairgrounds and whether the county should continue funding the Miss Utah County pageant (the fair currently funds the pageant at $6,000). Conover said the pageant organizer, Sherry Erickson, runs the event well and that increased funding would be welcome but that funding decisions were for the commission.

Conover said the fair staff will return information and follow up on items discussed; the presentation was informational and not an action item at the meeting.