The Miami-Dade County Fair and Exposition, the family-friendly community fund-raiser commonly referred to as “the Fair,” wrapped yesterday following an 18-day run at the Fair Expo Center in Miami. The 58th annual event began on March 16 and attracted 560,000 people, 5 percent fewer than in 2008. President and C.E.O. of the fair Phil Clark attributed the loss to consumers’ increased mindfulness of how they spend money.
“In past years, many of our guests came two and three times. This year they maybe only came once,” said Clark, who anticipates attendance to return to its previous 600,000 average once the economy improves.
On the flip side, the event had a 39 percent increase in sponsorship dollars as well as its first-ever presenting sponsor, Miami-Dade Volkswagon Dealers. Though the fair had the same number of sponsors as last year, eight of the 17 were new for 2009, including Miller, which served beer for the first time in the fair’s history.
Following the request of adults who’ve attended over the past few years, Clark and his team decided to serve beer, though no other alcohol, at two designated Miller bars, instead of at the 180 concession stands. “We wanted to be very conservative for the first year, so that when the crowd came and wanted an adult beverage they got it, but we felt we didn’t need to advertise it,” said Clark, adding that the fair attracts many families with young children.
The brewery's presence didn’t raise any issues with attendees, and the two bars ran smoothly throughout the 18 days. Clark plans to continue serving beer for the next two years and will then discuss with his team whether to add other alcoholic beverage options.
