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Milwaukee's Daily Magazine for Tuesday, May 22, 2012

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In Festival Guide

The 2011 Wisconsin State Fair set an attendance record.

State Fair overcomes early trouble with record attendance


Despite an opening night melee that made national headlines, the 2011 Wisconsin State Fair closed Sunday night as a major success.

The 2011 Fair drew 911,231 people, the largest turnout in more than a decade and an increase of four percent from 2010.

The high turnout comes despite fears that attendance would drop significantly because of fights in the midway and outside the park on opening night that sent 11 to the hospital and led to 31 arrests.

In the wake of the incident, the Fair instituted a policy prohibiting those under the age of 18 from entering the park after 5 p.m. without a parent or guardian at least 21 years of age. The Wisconsin State Patrol was sent to back up Fair Park Security and Police forces and the West Allis and Milwaukee Police Departments stepped up their presence in the neighborhoods surrounding the park.

"I didn't know what the reaction would be," State Fair Park CEO Rick Frenette said. "I was very pleased after I saw it in place and after hearing the comments people were making. It really gave me some validation that the policy was good and done right.

"Sure, you're nervous that you're sending a message that this isn't a fun place to come but the message was really received differently."

The law enforcement presence was visible throughout the fair's run, especially at the various gates, a presence organizers think was a deterrant to those looking to start trouble and reassuring for those still wary after seeing the news reports.

"It's an interesting part of our society right now that people felt comfortable with the increased security at the gates," Frenette sais. "They felt good coming in, they felt good leaving to get back to their cars and the surrounding neighborhood.

"It could have gone both ways but the reaction here was 'it's time to stop all this nonsense.'"

Though no further incidents occurred, the policy is expected to remain in place for the future. Frenette and other Fair officials will meet later this month and the issue will also come up at future meetings of the Fair Park Board.

"I think it will stay," Frenette said. "Ultimately, I think everybody is very pleased with the results of the policy and I personally don't anticipate that it will change."

Helping the fair's cause was a string of favorable weather, save for some clouds and light rain the first weekend and intermittent rain Saturday afternoon. Also boosting the final total were a number of discount admission deals, of which more than 100,000 took advantage of.

"We're a year-round business so it's nice for the Fair to be successful," Frenette said. "Looking at the preliminary numbers, revenue will be up above our projected budgets."

Moving forward, the long-term financial picture for the park looks to be improving. Revenues at the 2011 Fair were up 5.6 percent this year which Frenette believes will allow the park to eliminate its long-term deficit, which is down to approximately $240,000, when the next fiscal year comes to a close.

By wiping the deficit, the potential to reinvest back into the park and the event mean good things lie ahead for the Fair which returns August 2-12, 2012.

Other stats and figures from the 2011 Wisconsin State Fair:

  • Cream Puffs sold – 355,478
  • Pounds of ice used – 550,425
  • Grilled cheese sandwiches sold – 52,143
  • Ribeye sandwiches sold – 16,400
  • Total agriculture exhibitors – 2,280
  • Total ribbons/plaques awarded – 28,000

Talkbacks

YADERHEYS | Dec. 13, 2011 at 10:34 p.m. (report)

There is absolutely no way in hell that they had record attendance in 2011! I was there a number of times during the run and the attendance was down each of them. As an insider told me, they had to report this great attendance because of the negative PR from opening day. Sponsors, media and attendees don't like to know the truth: the attendance was down because people were afraid they would be attacked by the urban thugs. Period

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lindaI | Aug. 16, 2011 at 8:38 a.m. (report)

I hope the 31 people that were arrested will not just get a hand slap for the terrorism they caused. wild animals don't do what they did, their not even civilized.

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