Interesting story yesterday about the HOI Fair in Peoria, full of quotes from Eileen Frey, most of which were either not quite the whole story or completely false.
In the story, she says the North Dakota State Fair paid Tim McGraw $425,000 for one show last year. I think that’s a tad high. It might have been $125,000, or maybe even up to $200,000, but I highly doubt it was $425,000. I know, I’ve talked with promoters and managers for years. If Tim DID get $425,000 for one show, he laughed all the way to the bank.
But be that as it may, she also said the HOI Fair struggles to get the big acts because they don’t have enough money to spend. I don’t doubt that, but maybe the REASON they don’t have enough money to spend on big acts is the way they’ve done things over the years.
I arrived in Peoria in 1996, and the HOI Fair brought in pretty big acts every year back then. Heck, in 2001, the country shows alone were Brad Paisley, Montgomery Gentry, and Collin Raye. Not bad. Paisley and MG were already all over the charts, and Raye was a solid act who had just come off a nice run in the 1990’s. Having all three of them in one year couldn’t have been cheap.
All three performed on the football field at Richwoods, in front of the grandstand, which the HOI Fair no longer uses. She claims in the story “it’s not big enough” of a venue. Um, yeah it is for what you’re trying to do.
The REAL problems, as I see them, are these:
1. The fair never accurately counted it’s attendance at these shows. Entrance into the fair also got you into the show if you wanted to see it, so you just walked into the concert. Then, people with clipboards would “estimate” the attendance based on how many seats they thought they had available, and how many people appeared to be in those seats. By doing that, they could then tell the fair board “that show didn’t draw that well” without accurately knowing. Example: Montgomery Gentry packed the place. Not an empty seat in the grandstand, not an empty chair on the running track in front of the grandstand, and people STANDING on the track beyond the chairs. I stood next to the gentleman in charge of estimating attendance that night, and he wrote “3,500″ on his report. Excuse me? 5,000 grandstand seats (according to him) and 600 chairs on the track. My eyes saw 5,600 PLUS standing, my guess was 6,000 in attendance. Nope, he said 3,500. He also said “it’s awful loud”. A-ha! He didn’t LIKE the show so he UNDERestimated the crowd.
Two nights later, a local country show plays before about 200 family members and friends, and the report says “1,700″. See the problem? How does the fair board justify paying Montgomery Gentry when it appears they’ve only drawn twice as many fans as a local kareoke singer?
2. Pay at the gate, walk into the show. Duh. If you said you were bringing in Sugarland or Kenny Chesney or Brooks & Dunn to the fair this year, and you then said “you not only have to pay $10 at the gate to get into the fair, but it’ll cost you an extra $30 to get into the concert”, guess what? People would DO IT! $40 to see a headliner? Very much inline with seeing them at the Civic Center, PLUS you get to browse the fair. People would do it. The fair is very short sighted in not seeing that. Say you pay $35,000 for Terri Clark (her going rate as of this past summer), and then you charge $20 per seat plus fair admission. Say she brings in 4,000. Do the math. No brainer. BTW, last time I saw Terri live was at the BUREAU COUNTY FAIR in the metropolis of PRINCETON, about three years ago. Hello? Bueller? The Bureau County Fair can bring in headliners and the HOI Fair can only afford kareoke?
3. The biggest problem, in my opinion. When I arrived in 1996, it was radio wars at the HOI Fair. Every company had every station out there broadcasting live, and battling to see who could turn their monitors up the loudest. Then Regent came. Regent Broadcasting bought into the Peoria market in 2001, and one of their goals was to “own” events. Not a bad plan if you can pull it off. The HOI Fair soon made a deal that Regent stations would be the only stations they advertise on. Guess what? Attendance has been off, revenue has been off, and entertainment has been curtailed ever since. It’s not Regent’s fault entirely. It’s simple logic. If you only advertise the fair on four radio stations out of a market of 15-20 stations, you’re not going to reach the full audience. It wouldn’t matter if it was Regent, JMP, AAA, Kelly, or now Independence. Your advertising is going to miss 60-80% of the entire market if you don’t spread it out!
The number of people I’ve run into over the last few summers who say “the fair is over? I didn’t even know it was going on” lends credence to my argument. Other entertainment entities in town who’ve done similar deals over the past five years have also seen their attendance flatten or decrease. The benefactor, of course, is the radio company that gets the exclusive deal. But it’s not a win-win situation for the entertainment entity. The HOI Fair, as I said, is not alone in this problem.
But they can correct it by correcting their marketing. And they can get bigger acts WHEN they market better, and when they change their internal workings as far as how they charge and what they charge for.
Peoria’s fair shouldn’t be on a death march. But I think it is in it’s current form.