Sagging gate receipts leave fair officials puzzled

Smoky skies are getting part of the blame, but organizers say there are other events competing with the annual show and fairs just don't pull 'em in like they used to.

"Fairs all over the country are on the decline," said Bill Berrum, fair president. "People have been saying, 'Been there; why go again?' We know we have to do something to get people out. It's a special event that has shown a lot of endurance."

And it will continue to endure. There are no plans to do away with the fair, Berrum said.

"It's not a matter of giving up. We have an obligation. We are committed to make this thing go," he said.

There's not much room left for rescheduling, either. The fair board won't consider Labor Day weekend, given the rib cook-off in Sparks.

Any earlier in August threatens the readiness of livestock in the fair's popular animal exhibits.

Any later in September bumps into the balloon races, the National Championship Air Races and potential inclement weather. Rain was a key reason the fair was moved back to August years ago.

This year, smoke from area wildfires and advisories that people stay indoors discouraged attendance on Wednesday and Thursday of fair week, said Chief Executive Officer Gary Lubra.

He said the Friday-Sunday period improved from previous years, although the Reno-Tahoe Open golf tournament had some impact with its Thursday-Sunday run.

Later this month, the fair's executive committee will begin planning the millennium version of the fair, the nation's oldest and shortest.

But although it might be a venerable 125 years old, the nonprofit fair, reliant on ticket sales, sponsorships and carnival and vendor receipts, must find new elements to bring back visitors, Berrum said.

"People who quit coming, that's our target," Berrum said. "But we want those who came to go home and talk to people. We want them to come next year.

"We put out the product with new things. Next year, we hope to reap the benefits of those who this year went home and told people about us, what we did. And in the third year, we're looking at the possibility of going longer than five days."

That would take booking the weeknights with decent entertainment, which the fair can't do on a $300,000 budget.

"But we're committed," Berrum said. "It's not a matter of giving up. It's an issue of whatever it takes."

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