Here's why some county fairs can't afford big concerts anymore | Laurie's Stories
Laurie K. Blandford
I've been going to county fairs on the Treasure Coast my entire life.
Because of their concerts, I've seen some of my favorite country singers from the 1990s and been introduced to up-and-coming acts who later make it big. Some of the most memorable shows include the Bellamy Brothers and John Anderson at the St. Lucie County Fair in 2009.
Just last year, my friend surprised me on my birthday with VIP passes to Tracy Lawrence at the Martin County Fair. This year, I'm looking forward to seeing him again at the Firefighters' Indian River County Fair.
I can say that because tickets are affordable and accessible. Plus, I don't have to drive as far as West Palm Beach or Orlando to go to a concert.
MORE:Country music singer Tracy Lawrence to perform at the Firefighters' Indian River County Fair
After I wrote a story about the country singer coming back to the Treasure Coast, I wondered which acts would be performing at the other fairs this year.
I was disappointed to find no other big names were coming.
It's expensive for a nonprofit county fair to get someone like Tracy Lawrence. It takes not only an investment, but the expectation of not making a profit.
The point of the fairs is education about livestock and agriculture, said Martin County Fair manager Jay Spicer. The concerts are the draw.
"The entertainment (and) the carnival are fishing lures to bring people to the fair," Spicer said.
Indian River County is stepping it up for the first time in years, but the fair has to pay for it, said general manager Wayne Howard. VIP seating areas are being offered for $40, $100 or $250 to cover the cost of the singer.
MORE:Lots of dedication behind Firefighters’ Indian River County Fair
I couldn't remember the last time I saw a concert at the St. Lucie County Fair. Manager Jeanne Keaton reminded me Randy Houser was there three years ago, the last time they had a big act.
"We spent a living fortune bringing him in," Keaton said. "We are not in the position to lose that kind of money because we do have other goals."
If the St. Lucie fair makes any profit, the money goes right back into it. A few years ago, a barn was built for children's small animal exhibits that previous had been displayed in a tent.
The fair board has stuck to its promise of keeping all entertainment free with gate admission, she said.
Still, Keaton stressed she's not knocking the fairs who spend a lot of money on one act.
"We just want to make this good for everybody, no matter what their income level is," Keaton said.
Instead of putting all their eggs in one basket, the fair board decided to divvy up the entertainment money for a variety of smaller acts, including a crowd-interactive group singing pop songs and a band performing rock songs with bluegrass instruments.
She also plans to bring in a new, up-and-coming performer. Last year, just a month before the fair, she booked Kane Brown, who was getting his name out through YouTube. Now, he has songs on the radio.
By providing a variety of entertainment options, the fair doesn't risk spending everything on one concert that might not interest everybody.
Keaton said she's seeing this decision nationwide.
"Back in the day, those artists needed the fairs to promote themselves," Keaton said. "Today's market with MTV, CMT, the video industry (and) the YouTube industry, they don't need us."
Going out on the road to tour is expensive for the acts, and costs have increased, she said. They don't need to spend that money now, so the power is in the hands of the entertainers and the companies that own them.
Acts that cost $30,000 in the 1990s and early 2000s are much pricier now at $75,000 to $100,000, she said. Performers such as Randy Houser or Vero Beach's own Jake Owen can cost hundreds of thousands of dollars.
"Their marketing strategies have moved, so they don't need to make that sacrifice," Keaton said. "It was hard on those guys. Marriages and friendships were destroyed because they had to be on the road constantly in order to get those record sales. Now, they don't have to be."
The shift in entertainment priorities also is happening at the Martin County Fair this year, Spicer said. It's going the direction of local bands, dance groups and tribute shows, including bands covering the music of Kenny Chesney and Michael Jackson.
This is because the fair eventually is going to move to a bigger location — growing from 9 acres to more than 100 acres — by the 2020 event, so "we have to save our pennies," Spicer said.
"We're changing from the high-priced entertainment to the moderately priced entertainment," Spicer said.
MORE:Martin County Fairgrounds move advances thanks to pro-growth commissioners
Fun fact: the fair had Kenny Chesney in 1998, and the concert cost $11,000.
"He was a nobody then," Spicer said.
Performers who used to be bigger stars still want to be paid like they're on top of the world, he said. Three Dog Night last year cost $42,000.
It's tough to cover the high price in a place that's just a makeshift concert arena, he said.
"People don't come to the fair to drop $125 a seat to watch some band from 1969," Spicer said. "They'll pay $30 as a VIP, but they want to pay really $10.
"Fairs are kind of the Walmart of the entertainment community."
Laurie K. Blandford is #TCPalmSocial’s entertainment reporter and columnist dedicated to adventure and finding the best things to do on the Treasure Coast. Read her weekly column, Laurie's Stories, on TCPalm.com. Follow her on Twitter at @TCPalmLaurie or Facebook at faceboook.com/TCPalmLaurie. Get behind the scenes with TCPalm's Instagram and Snapchat stories.
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Treasure Coast Fairs 2018
What: Martin County Fair
When: Feb. 9-17
Website: www.martincountyfair.com
PHOTOS: 2017 Martin County Fair
What: St. Lucie County Fair
When: Feb. 23-March 4
Website: www.stluciecountyfair.org
PHOTOS: 2017 St. Lucie County Fair
What: Firefighters’ Indian River County Fair
When: March 9-18
Website: www.firefightersfair.org
PHOTOS: 2017 Firefighters' Indian River County Fair