Ride of Passage

Gene Cassidy is hoping for less rain in 2024 — and the continuation of a trend whereby presidential election years have been good for large fairs.

Gene Cassidy says presidential election years are generally good ones, attendance-wise, for large fairs like the Big E.

As he explains it, the general population, bombarded with information about candidates, issues, and polls, is looking for a break from all that.

“They want to get out and get away from the news,” said Cassidy, president and CEO of the Big E, adding that this year, people may really want to get away from the news, considering the seemingly heightened tensions around this year’s race.

If they do, that would certainly help the Big E — which will take place Sept. 13-29 — bounce back from a somewhat down year in 2023 when it comes to attendance, due to seemingly relentless rain that started early in the fair, almost wiped out the middle weekend, continued through the 17-day stretch, and led to something Cassidy had never seen in his more than 30 years of involvement with the fair.

“It rained so hard one day, the midway never opened, and that had never, ever happened before,” he told BusinessWest as he quickly did some math in his head. “Let’s see, that’s 30 fairs times 17 days … that’s 510 days; one day out of 510, the midway was closed.”

Pulling out a white book in which he keeps detailed information about the weather, attendance, and other matters, Cassidy noted that the fairgrounds received 1.7 inches of rain the first Monday of the Big E’s 2023 run, and then on the middle weekend (Friday, Saturday, and Sunday) it received 5.1 inches of rain, a half-inch more than the region typically receives, on average, for the entire month of September.

“It rained so hard one day, the midway never opened, and that had never, ever happened before.”

Overall attendance was down about 11% from the year prior, he said, noting that it would have been a sharper decline had there not been a rise in attendance at night, generally after the rains had subsided. And had it not been for a 33% increase in the price of general admission — from $15 to $20, the first such increase in 13 years — 2023 would have been much worse for the Big E.

But enough about last year’s fair.

Fair food is one of the perennial draws of the Big E.
Photo courtesy of the Big E

The Big E has certainly turned the page, and Cassidy and others charged with presenting the event are buoyed by everything from those election-year stats to early results from other fairs around the country, to the sense that the weather can’t be as bad this year as it was last.

It can’t, right?

Cassidy said he can’t concern himself with the extended forecasts, or even what the three weather apps on his phone are telling him. He focuses on what he can control, specifically the product he presents those 17 days. And by product, he means everything from the music to the rides on the midway to, of course, the food.

He believes there’s a solid lineup — some new food offerings as always, and a mix of music that ranges from Ludacris to America; Chubby Checker (back by popular demand) to Average White Band — and that 2024 will be a year to maybe, just maybe, meet his long-set goal of topping the attendance of the Minnesota State Fair (more on that later).

For this issue, we look at the 2024 fair and how things are looking up — hopefully, not at more clouds and raindrops.

Fair Game

Speaking of presidential elections … each year Cassidy has been at the helm of the Big E, he has sent a handwritten letter to the sitting president inviting him to attend that year’s fair.

The letter generally goes out in late winter, he said, adding that the only president who has even responded to the missives — and he sent his regrets that he could not attend — is Donald Trump. (The only president to attend the Big E, and this was well before Cassidy’s time, was Dwight Eisenhower in 1953, who wanted to see how one of the cows he bred fared in competition.)

In keeping with tradition, Cassidy sent a letter to President Biden. He hasn’t heard back and doesn’t expect to, especially with recent events. Gov. Maura Healey is expected to make an appearance, though, as she did last year, Cassidy said, adding quickly that he is more focused on the general population than elected officials.

And he expects this year will be a solid one for the fair, despite widespread concerns about the economy and inflation, some rising COVID numbers, and ever-increasing competition for the family’s leisure and entertainment dollar.

“I won’t say the Big E, and fairs in general, are recession-proof. I don’t want to jinx myself; I know people are feeling the pinch,” Cassidy said, while hinting strongly that the fair can withstand economic headwinds, and has historically. “People may postpone a vacation, but they won’t postpone attendance at the fair.”

That track record includes the ticket-price increase, which, he noted, was met with little pushback.

“If you plug the $15 admission ticket in 2010 into an inflation calculator, it actually translated to $20.65 in 2023. We loathe raising our ticket prices, which is why we waited so long to do it, but it saved us; had we not had the increase in the ticket price, we would have had red ink last year.”

“If you plug the $15 admission ticket in 2010 into an inflation calculator, it actually translated to $20.65 in 2023,” he told BusinessWest. “We loathe raising our ticket prices, which is why we waited so long to do it, but it saved us; had we not had the increase in the ticket price, we would have had red ink last year.”

What the fair can’t withstand is rain like last year, which pushed attendance down to 1,427,234, off considerably from the 1,603,000 in 2022, the second-highest attendance on record, behind only 2019 at 1,629,000, Cassidy noted, adding, again, that the weather cannot be controlled.

The music lineup can be, but putting together a slate of performers is becoming increasingly difficult, due primarily to mounting competition for acts from casinos and other venues, and the subsequent rising demands from in-demand performers.

“Buying entertainment gets more difficult annually,” he said. “When I say difficult … prices are off the charts. And the type of talent that we foster today in the entertainment business is not unlike hiring people for entry-level jobs.

Kids of all ages will find rides to enjoy at the Big E midway.
Photo courtesy of the Big E

“Everyone wants a corner office coming out of college, and they want to work at home in their pajamas,” he explained, adding that, in the entertainment world, performers want what amounts to the equivalent. “They want gobs and gobs of money, and, because of the ubiquity of casinos everywhere, they’re used to having beautiful green rooms, lots of air conditioning, climate-controlled arenas, and more.”

The fair cannot provide those things, but it has still managed to put together a strong slate. The lineup for the Big E Arena includes Ludacris, Dustin Lynch with special guest Dylan Scott, Phil Wickham, America with special guest Jim Messina, the Brothers Osbourne, Public Enemy, and Big Time Rush. The Court of Honor Stage, meanwhile, will feature Asia, Debby Boone, Herman’s Hermits, and Wang Chung, among many others.

“We originally booked Ludacris back in 2008, but he was viewed at the time by the police chief as being so controversial that we can to cancel him,” Cassidy recalled. “There’s a new police chief, and time has softened Ludacris.”

As for food … Big E officials will keep the public in suspense a little longer, but there will be several new vendors and 44 new food offerings, with vendors featuring $3 items on Mondays, to be called ‘3-buck bites.’

Overall, with its lineup of entertainment, food, some new rides, new float animals, and more, the Big E is expected to follow the lead set by fairs that have already had their 2024 runs, said Cassidy, who closely monitors what’s happening elsewhere.

“Wisconsin closed recently; they had a bang-up fair and set a record at the same time as they were dealing with extraordinary heat — over 100 degrees for four days of the fair,” he noted. “Iowa opened strong … these numbers bode well.”

The Minnesota State Fair comes later, and, as noted, Cassidy has long made it a goal to top that fair in attendance.

“They always beat us — they’re number 4, we’re number 5,” he said in reference to the country’s largest fairs. “We’ve been chasing Minnesota going way back to the very first fair in 1916. I want to challenge people to come to the fair so we can displace them.”

Meet Me Midway

Returning to his thoughts about election years and the attendance bump they generally provide, Cassidy acknowledged that, in this day and age, it’s very difficult to actually escape the news.

But people are likely to try, and the fair can provide that needed respite, he said, adding that this quality is one of many that can, and hopefully will, add up to a year where attendance records are approached and even threatened, and Minnesota’s numbers might even be eclipsed.

That’s if Mother Nature cooperates more than she did last year.