Entertainment at the fair now will be included in the $7 admission price. But many people are unhappy with the move to "mid-level" artists or local talent on a smaller, temporary stage.
"There is a lot of emotion tied to the old grandstand events," acknowledges Robert Brandherm, the fair's interim director. But he says that "fiscal reality has changed the landscape."
The fair budgeted $1 million for grandstand events, but with entertainers such as Jennifer Lopez now charging $750,000 an hour and increased competition for bookings, the equation was spitting out a big negative. Grandstand events lost $500,000 last year alone. Brandherm says the fair spent so much money just to hire the performers that it had no money left over to advertise the events.
Officials are betting that the free shows will increase the fair's overall attendance and concession revenues. The events will have seating for 6,000 on a first-come, first-served basis. The hope is that more people will come earlier to the fair so they can get a seat. While they're waiting, they can spend money on concessions or at the circus that the fair will have this year thanks to the extra funds that are available.
Those nostalgic for the days when Lawrence Welk enthralled crowds will simply have to find solace in another fair tradition: cheese curds.
