Fair Expands to 13 Days: How the New Schedule Affected Attendance and Sales
The 2025 California Mid-Winter Fair wrapped up its first year with expanded dates, adding an extra weekend while closing on Mondays and Tuesdays. Despite weather challenges, the fair saw notable increases in sponsorship, admissions, and food sales, continuing its tradition of offering entertainment, carnival rides, and livestock exhibitions.
Weather Impact
Out of the 13 days, eight were marked by breezy or windy conditions, affecting overall attendance. However, the final weekend enjoyed favorable weather, helping boost turnout.
Admissions and Attendance
Paid admissions saw a 20% increase compared to 2024. While the daily average was up less than 1%, key events helped drive attendance, including:
Senior Citizen Day: 250 seniors admitted free.
Military Appreciation Day: 324 military personnel and guests entered at no cost.
School Tours: These returned, but Special Citizens Day was canceled due to rain.
Sponsorship and Revenue Growth
The fair welcomed six new sponsors, contributing to a 9% increase in sponsorship revenue. Energy Source Minerals returned as the presenting sponsor.
Food and Carnival Attractions
Food concessions experienced an 11% increase, with BBQ Village and Spiral Fries ranking as top vendors. However, the daily sales average was down 15% compared to last year.
Carnival sales were up 5% overall, despite a 25% drop in daily average sales. Fairgoers enjoyed 40 total rides, including seven new attractions making their debut. Special promotions included two Wacky Wednesday pay-one-price days and two BOGO (buy one, get one free) Thursdays.
Livestock and Exhibits
Livestock: A total of 2,273 livestock exhibits were on display, though poultry exhibits were absent due to a state directive regarding bird flu.
Auction: 687 animals were sold, generating a total of $2.6 million, with an average sale price of $3,682 per animal. The highest-priced animal, a swine, sold for $26,200, while the highest per-pound price ($125) was paid for a market lamb.
Exhibits: 512 adult exhibits were displayed in the Plaza Building, while 1,430 youth exhibits were judged in the Inspiration Gallery.
Entertainment and Special Events
The Grandstands hosted five motorsport events and the annual High School Madness competition. Musical performances featured tribute acts for artists like Morgan Wallen, Toby Keith, Keith Urban, and Santana, alongside Grammy-winning artist Rafael Kelly
The Preble Building highlighted community art projects, including nine “Art Cows” and 13 “Mini-Mural” pieces created by local artists. Additionally, the third annual Window Decorating Contest saw Valley Vida take first place, Gordon’s Carpet place second, and WomanHaven Thrift Store secure third.
Looking Ahead
While weather played a factor in attendance fluctuations, the 2025 California Mid-Winter Fair demonstrated growth in key areas, including sponsorship and admissions. With expanded dates proving successful, the fair continues to be a major attraction for the Imperial Valley community.
