Iowa State Fair 2023 revenue rose thanks to higher admission prices

• Revenues totaled $45.7 million in 2023, while expenses were $40.7 million.

Zoom in: More people also meant more food, beverage and "thrill ride" sales, Parsons says.

• The fair annually earns 19.5% of gross sales from food stands and 15% from merchandise stands.

Details: Sold-out shows for The Chicks and Eric Church last summer also helped, Parsons says.

• Both garnered about $1.4 million in revenue, though the performers earned the majority at roughly $1.3 million.

The intrigue: Around 200 other events are held year-round at the fairgrounds, which helped garner 10% of its revenue, like the Good Guys Car Show, weddings and quinceañeras, Parsons says.

• The fair also received $1.4 million from the American Rescue Plan Act last year.

Reality check: Although revenues grew from 2022, expenses also rose 10.3%.

• More money was spent on booking bigger Grandstand acts, Parsons says. There were also more labor expenses, credit card fees and new computer software.

The big picture: The fair's revenue strategy moving forward includes adding more "creature comforts" like additional seating and shade this last year.

• The longer people stay at the fair, the more chances they'll spend money, Parsons says.

What's next: 2024, which saw the highest-attended fair ever, also likely garnered big bucks, but that report won't be out until next year.