WHERE ADVOCACY AND EDUCATION INTERSECT At its core, IAFE operates around two closely linked pillars: advocacy and education. While distinct in purpose, the two often overlap. Education equips fairs with the tools they need to operate more effectively, while advocacy ensures policymakers and communities understand the broader value fairs deliver. From helping fairs modernize operations and attract new audiences, to engaging lawmakers at the local, state, provincial, and federal levels, the association serves as both a resource and a voice for an industry that spans the United States, Canada, Australia, and the United Kingdom. “One of our challenges,” Grindle explains, “is that fairs are sometimes viewed as nostalgic or quaint— something tied only to the past. In reality, they are dynamic economic engines and community assets that deserve the same consideration as any other major infrastructure.” A $30 BILLION INDUSTRY HIDDEN IN PLAIN SIGHT To quantify that impact, IAFE recently released the first comprehensive economic impact study focused solely on agricultural fairs in the United States. The findings were striking. Across roughly 1,400 fairs, each averaging just under seven days in duration, agricultural fairs alone generate approximately $30 billion in economic activity annually. That figure reflects only the operation of the fairs themselves. It does not include carnivals, traveling concessions, scholarships, or community fundraising activities—elements that further amplify the total impact. Attendance data was equally compelling. Using geofencing technology to capture participation beyond ticket sales—particularly at free-admission fairs—the study found that nearly 98 million people attend fairs each year. That represents close to 29 percent of the U.S. population and exceeds combined attendance at Major League Baseball and the NFL. “The accessibility of fairs matters,” says Grindle. 77 BUSINESS VIEW MAGAZINE VOLUME 13, ISSUE 01 INTERNATIONAL ASSOCIATION OF FAIRS AND EXPOSITIONS
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