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Board flags Placer AI undercount for Latino and tribal attendees, revises fair economic estimate upward
Summary
Staff told the board Placer AI footfall data likely undercounts Latino and tribal attendees (families often bring fewer cell phones), so staff added an estimated 25% to the tracked totals and now estimate fair economic throughput near $3,032,000 for the four days.
Staff reviewed the Placer AI attendance report and raised methodological concerns: the vendor's device‑tracking approach undercounts some demographic groups because single phones often represent multiple attendees in a household. The board discussed how those measurements distort demographic breakdowns and economic estimates.
"Latinos and natives are really our hardest issue to navigate because they don't like, 1 person in the family brings a phone," staff said, noting Placer AI's algorithms assume about 1.78 people per device and suggested adding roughly 25% to reported numbers for this county's demographics. Based on that adjustment staff estimated about $3,032,000 flowed through the fair over four days.
Board members said the county's small‑fair appeal and affordability are drawing people from neighboring counties and that the adjusted attendance numbers matched anecdotal reports of steady or slightly increased turnout compared with prior years. Staff will use the Placer AI report as a baseline but include the demographic adjustment in future reports and in marketing outreach planning.
No motion was taken; staff will incorporate the adjustment and present a revised report to the board.
