UW-Whitewater: Waukesha County Fair injects $3.7 million into local economy, study finds

Besides offering family entertainment and the latest in agricultural advancements, the Waukesha County Fair is a major economic force in the region, a new study found.

The popular event, now in its 169th year, offers everything from musical acts to livestock auctions to cream puff eating contests.

In 2010, the Fiscal and Economic Research Center at the University of Wisconsin-Whitewater surveyed 762 fairgoers on attendance and spending habits. Using the survey results, the center calculated that the Waukesha County Fair generates $3.7 million in economic activity, supporting 106 full-time jobs.

“When we look at economic development, the fair itself is an industry,” said Professor Russ Kashian, principal researcher. “It’s a real investment in the community.”

The average person spent $11.51 on refreshments, $4.20 on rides and games, and $2.47 on souvenirs. The study also found that for every dollar spent at the fair, another 11 cents was spent elsewhere in Waukesha County. Grocery stores and restaurants benefit the most, but gas stations, hotels and retail outlets also reap economic rewards – including local governments, which receive sales tax revenue. This spending supports 106 jobs, the study found.

The average person surveyed had attended the fair for 10 years, and 23 percent had attended the fair for more than 15 years. It’s a quality-of-life indicator, according to Kashian.

“The Waukesha County Fair makes the region a more attractive place to live,” he said. “Families are looking for entertainment options during the summer. If the fair didn’t exist, they would go elsewhere to spend their time and money.”

The Waukesha County Fair dates back to 1842. This year’s festivities take place July 20-24. Visit the fair online at http://www.waukeshacountyfair.com/