Tens of thousands of people put the Northern Wisconsin State Fairgrounds (NWSF) on their summertime bucket lists every year, drawn to the Chippewa Falls destination by more than the mouthwatering scents of sweet kettle corn and promise of thrilling carnival rides.

The arts and entrepreneurial fabrics of the wider Chippewa Valley are showcased at the NWSF year-round, as are the expansive agricultural experiences. The NWSF both platforms and fosters local and regional agribusiness; showcasing livestock and animal husbandry through area 4-H Clubs, FFA programs and numerous youth livestock competitions.

Season to season, the NWSF facilitates chain reactions of positive fiscal and economic impacts: its consistent creation of seasonal and temporary jobs, collection of tax dollars and reinvestment in the Chippewa Valley by way of operational spending and tourism boosts.

Across the nation, fairgrounds are a proven attraction – even topping Major League sports. In 2024, 65% of the U.S. population attended at least one fairground’s event. That’s more than the Major League saw from all of its sporting events combined.

In terms of dollars, fairs have an annual combined economic impact of $30 billion dollars, generate $17.6 billion in annual wages and see great return on investment – for every $1 of public funds invested into a fairground, more than $9 is returned on average – according to the same report.

When Johnson Consulting conducted the NWSF’s own 2024 financial impact study, the NWSF’s community impact was undeniable.

In 2024, 100,000 individuals visited Chippewa Falls specifically for the annual Northern Wisconsin State Fair, with another near 40,000 individuals visiting for other events. Those NWSF visits translated to $15.4 million in direct spending; total economic impact of $34 million;  and sustained 260 ongoing jobs, generating about $11.5 million in wages.

Those digits are just part of the bigger picture. Later this year, Johnson Consulting will conclude its research into the NWSF’s additional economic impact on those carnival, food and merchandise vendors, exhibitors and non-profit groups that rely on the NWSF for financial sustainability.

“The NWSF quietly continues to be a launchpad for local entrepreneurs and small start-ups to test products, build brand equity and engage with thousands of people,” says Charlie Walker, president and CEO of the Chippewa County Economic Development Corporation.

Chippewa County Tourism Director Ellie Peabody echoed Walker, calling the NWSF a crucial community cornerstone. “The impact (of the NWSF) goes well beyond just the fair week in supporting local businesses, strengthening economic development and complementing many other assets that makes our community a great place to live and visit,” Peabody said.

“The NWSF is a vital community and tourism anchor in Chippewa County, bringing people together at the annual fair, festivals and many other non-fair events,” she noted.

While the economic impact of the NWSF is substantial, the social and community benefits are often forgotten. The Chippewa Falls fairgrounds spaces have been used by state, county and local law enforcement teams, EMS and fire departments for emergency response training, testing and security. Just a handful of years ago, the NWSF was used for COVID-19 testing, an example of its valuable location as a command center during an emergency regional event.

Throughout the recent years of redevelopment of the NWSF, safety and security have been among the top priorities. For example, the NWSF’s recently constructed, self-contained tornado shelter is a haven for the neighboring mobile home park residents who would otherwise not have a space for weather emergencies.

The 2024 economic and fiscal study conducted by Johnson Consulting in partnership with the International Association of Fairs & Exhibitions (IAFE ©) solidified what NWSF Executive Director Brian Maki and Rusty Volk, NWSF’s recently retired executive director, already knew: The NWSF is a remarkable economic engine for the entire Chippewa Valley.

Maki and Volk recognized the ongoing financial commitment – and challenge – sustaining fairgrounds properties poses. As a privately owned 501(c)(3), the NWSF is reliant on a combination of event attendees, facility rentals and sponsors to cover its ever-increasing expenses.

Still, fairgrounds across the country are among the most valuable assets in every community they call home, and that rings true here in the Chippewa Valley.

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Northern Wisconsin State Fairgrounds

Address: 225 Edward St., Chippewa Falls

Phone: (715) 723-2861

Email: info@nwsfa.com

Website: www.nwsfa.com

Facebook: @nwsfa

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