Your Target Audience attends the
New Mexico State Fair

Admission

Aggregate admissions at the 2007 New Mexico State Fair were in the range of 730,000.  This translates to about 228,000 unique individuals who each attended, on average, 3.2 days of the seventeen-day Annual Event. 

Friday, Sept. 7                           28,253                    Monday, Sept. 17                       27,176
Saturday, Sept. 8                        56,795                   Tuesday, Sept. 18                      29,432
Sunday, Sept. 9                          44,734                   Wednesday, Sept. 19                  79,363
Monday, Sept. 10                       25,339                    Thursday, Sept. 20                     22,282
Tuesday, Sept. 11                      25,247                    Friday, Sept. 21                          39,614
Wednesday, Sept. 12                  28,868                   Saturday, Sept. 22                      62,370
Thursday, Sept. 13                     29,718                    Sunday, Sept. 23                        39,746
Friday, Sept. 14                          52,194 
Saturday, Sept. 15                      79,508
Sunday, Sept. 16                        59,890

Tingley Coliseum Attendance

Attendance for events taking place at Tingley Coliseum was up approximately 8% in 2007 with a total of 10 evening concert, rodeo and combination events taking place throughout the course of the Annual Event. 

General Demographics

Female fairgoers outnumbered males by 11:8.  Average age of attendees is 33 years. This “young” mean age (as compared to other North American Fairs) is likely influenced by the aggressive School Days program operated by the Fair.  One quarter of fairgoers are age 17 or under.  The attendees can be broken down in to four near equally represented categories:

Near half of the “adult” fairgoers are married, 35% have never married, and 11% are divorced. 44% speak a language other than English in their homes.  43% are Hispanic or Mexican American, 32% are White or Anglo American and 15% are Native American. 

Fairgoers average annual household income is $54,330.00.  23% have household incomes less than $20,000.00 per year and 16% boast household incomes in excess of $100,000.00.

Geographic Demographics

94% are home state New Mexican residents.  70% reside in Bernalillo/San Juan/Rio Arriba/Sandoval/McKinley/Los Alamos counties.  57% of the New Mexican fairgoers have lived in the State for twenty or more years.  On average, the attending State residents live within 43 miles from the Expo New Mexico grounds or less than 46 minutes travel time away.

Out-of State visitors comprised 6% of the total fair attendance.  53% of these visitors traveled to Albuquerque specifically to attend the New Mexico State Fair.  56% of these “primary intenders” stayed overnight in the area for an average of 1.9 nights.  41% of the overnighters stayed in commercial lodgings and consumed 2,000 room nights aggregating to over $500,000.00 in revenues for the local hotel industry. 

Additionally, these visitors spent, on average, $205 at restaurants, bars and lounges; $189.00 in food stores, $235.00 in retail stores, $202.00 on transportation and $225.00 on recreational activities during their stay in Albuquerque, aggregating to another $7.9 million of direct demand-side economic impact expenditures.

About their Visit

Fairgoers came in groups averaging 3.8 people per party. 6% came alone. 32% made their decision to attend on the day of their visit.

The average daily visit was 5.3 hours with an average of 3.2 days attended – aggregating to about seventeen hours of total time on the grounds per visitor.  77% of 2007 fairgoers had visited in 2006 (one of the highest return rates observed among North American Fairs) with 8% being first time attendants.

Advertising

Paid and sponsored promotion of the Annual Event included a mix of print, television, outdoor and radio advertisement with messages promoting the New Mexico State Fair in general as well as messages specifically promoting events and promotions within the Fair such as concerts, art shows and season pass opportunities.  There was a total of approximately $496,000.00 in advertising and $620,000.00 in sponsored advertising.

63% of fairgoers recall seeing advertisements for the Fair on television, 47% recall hearing radio ads, 39% saw print advertisements in the newspaper.

60% of fairgoers residing in New Mexico read the Albuquerque Journal on a regular basis.