Winston-Salem Fairgrounds

What Winston-Salem Fairgrounds does

Winston-Salem Fairgrounds is a municipally owned, year-round multi-venue entertainment complex spanning approximately 70 acres in Winston-Salem, North Carolina, operated by the City of Winston-Salem under the Public Assembly Facilities Commission. The facility was donated to the city by the Winston-Salem Foundation on December 1, 1969, and traces its origins to the 1951 Carolina Classic Fair (now in its 144th year). The campus comprises five primary rentable venues — the Fairgrounds Arena (4,000-seat multi-purpose arena with seasonal ice rink, originally built 1989), Fairgrounds Event Center (30,000 sq ft, built 1992), Neil Bolton Home & Garden Building (6,000 sq ft, built 1997), Grandstand (5,000-seat outdoor venue), and the adjacent Bowman Gray Stadium — alongside a year-round RV campground and the Saturday Farmers Market (operating since 1974).

The core technology is physical event infrastructure rather than software: ice rink systems, climate-controlled event halls, outdoor staging, parking, and supporting concessions. Commercial operations are supported by Ticketmaster (exclusive ticketing), Eventeny (campground reservations), LiveBarn (hockey streaming), and a SNAP EBT integration at the Farmers Market. The facility hosts 100+ events annually and serves over 500,000 patrons.

Name

Winston-Salem Fairgrounds

Legal name

Winston-Salem Fairgrounds

Website

https://wsfairgrounds.com

Company type

Private

Founded year

1951

Operating status

Operating

Headcount range

11–50 employees

Short description

Winston-Salem Fairgrounds is a municipally owned, 70-acre multi-venue entertainment complex in North Carolina operating a 4,000-seat arena, event center, outdoor grandstand, ice rink, campground, and farmers market that hosts 100+ events and 500,000+ patrons annually under the Carolina Classic Fair umbrella.

Ownership category

akta.pro rank

Product category

Multi-venue event hosting and entertainment services

NAICS

Amusement Parks and Arcades (7131)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Fairgrounds & Expo Parks (THAHAAAH)

akta.pro secondary industry

Local Community & Multi-Category Fairs (MPAGAFAO)

Keywords

• Multi-venue event hosting
• Ice skating facilities
• Agricultural fair events
• Corporate event rentals
• Farmers market operations

Headquarters

HQ city

Winston Salem

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Infrastructure, Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Facility Rentals: The Fairgrounds generates revenue by renting its venues (Arena, Event Center, Home & Garden Building, Grandstand, etc.) to event organizers, corporate clients, and community groups. Rates vary by venue from $1,200 to $5,500 per event day.
2. Ice Skating Admissions and Rentals: Public ice skating sessions generate admission revenue ($10 regular, $12 Dec-Jan) plus skate rental fees ($3). Birthday party packages and lessons also contribute.
3. Campground Services: RV camping spaces available year-round at $35 per night, with reservations through Eventeny platform.
4. Parking Fees: Parking charges for events, determined by Fairgrounds Director on an event-by-event basis, with buyout options at $1.00 per attendee.
5. Corporate Events and Outings: Corporate outings, company picnics, and private events generate revenue through facility rental, catering through Victory Concessions, and optional additional services.
6. Farmers Market Vendor Fees: Farmers Market vendor space rentals at daily ($12), monthly ($25), or 3-month ($60) rates. SNAP EBT cards accepted.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels10 records

Core offering

Winston-Salem Fairgrounds operates a multi-venue entertainment complex on a 70-acre campus, renting its Arena, Event Center, Home & Garden Building, Grandstand, and Bowman Gray Stadium to event organizers, corporate clients, and community groups. The facility hosts 100+ events annually — including the Carolina Classic Fair, professional hockey (Carolina Thunderbirds), concerts, graduations, trade shows, and corporate outings — while also operating public ice-skating sessions and birthday parties, a weekly Saturday Farmers Market, and an RV campground.

Product overview

The Winston-Salem Fairgrounds is a municipal entertainment complex spanning approximately 70 acres in Winston-Salem, North Carolina, owned and operated by the City of Winston-Salem. The facility offers a diversified portfolio of venues and services centered around its core event rental and entertainment business. Primary venues include the Fairgrounds Arena (4,000-seat multi-purpose arena with ice rink), Fairgrounds Event Center (30,000 sq ft), Home & Garden Building (6,000 sq ft), Grandstand (5,000-seat outdoor venue), and Bowman Gray Stadium. Supporting services include the Fairgrounds Farmers Market (operating since 1974, Saturdays 6am-Noon), an RV Campground (year-round except during Carolina Classic Fair), and corporate event rentals. The Carolina Classic Fair is the flagship annual event, entering its 144th year in 2026. Seasonal offerings include public ice skating (October-March), Carolina Thunderbirds professional hockey, youth and adult hockey leagues, figure skating instruction, and youth hockey programs (WePlay Hockey). The venue serves over 500,000 patrons annually and hosts approximately 100 events per year across its combined venues.

Differentiator

Problem solved

Functional benefit

Products and services

• Fairgrounds Arena A 4,000-seat, 28,000 square foot multi-purpose arena hosting public ice skating (October–March), concerts, trade shows, corporate functions, high school graduations, hockey games (Carolina Thunderbirds), and PR events. For rent to event organizers, promoters, and corporate clients.
• Fairgrounds Event Center A 30,000 square foot building in the heart of the Fairgrounds available year-round for company outings, trade shows, occasional concerts, parties, and the annual Fair's competitive entry exhibits.
• Home & Garden Building A 6,000 square foot building hosting year-round company outings, trade shows, auctions, social events, local group meetings, polling locations, and parties.
• Grandstand An outdoor venue at the Fairgrounds capable of seating up to 5,000 patrons for music concerts, rodeos, off-road dirt events, Figure 8 racing, demo derby, and live concert events during the Carolina Classic Fair.
• Bowman Gray Stadium Historic sports stadium adjacent to the Fairgrounds, available for rental for concerts and major events with ticketing through Ticketmaster.
• Arena Ice Rink / Public Ice Skating Public ice skating facility operating October through March at the Fairgrounds Arena. $10 admission ($12 Dec–Jan) plus $3 skate rentals; also books birthday parties, group lessons, freestyle sessions, pickup hockey, and Stick 'N Puck programs.
• Fairgrounds Farmers Market A weekly Saturday farmers market open 6am–Noon at 2532 Farmers Market Way, hosting 40+ vendors selling produce, flowers, baked goods, jams, honey, and crafts. SNAP EBT cards accepted.
• Fairgrounds Campground An RV campground at 569 Fairgrounds Blvd available year-round at $35 per night; reservations through Eventeny with a maximum 21 consecutive day stay.
• Carolina Classic Fair North Carolina's second-largest agricultural fair, a 10-day annual event held in the first week of October featuring musical entertainment, food, beverages, livestock exhibits, fine arts and crafts, carnival rides, and more.
• Corporate Outings & Event Rentals Full-service venue rentals for corporate events including company picnics, outings, meetings, and team-building activities across indoor venues (Event Center, Home & Garden Building, Arena) and outdoor Innergrounds.
• Carolina Thunderbirds Hockey Professional hockey team (SPHL) playing home games at the Fairgrounds Arena; post-game skates available after Saturday home games with free game-day parking.
• Figure Skating / Freestyle Sessions Figure skating instruction and freestyle sessions at the Arena Ice Rink. Sessions are $10 each with punch cards ($90 for 15 punches, $6 per hour); instructors include Jane Hottinger, Jamie Widener, Patricia Justice, and Niina Woo.
• Adult Hockey League Lower League (C3/D) adult hockey league at the Winston-Salem Fairgrounds Arena Ice Rink. Cost of $220 with guarantee of 10 games plus playoffs; games on Monday 10pm and Thursdays 7-10:30pm. Goalies pay half price.
• WePlay Hockey After-school youth hockey program for ages 5–12 at the Arena Ice Rink. Three sessions per year, $175 per session (with jersey) or $275 (with jersey and gear to keep); registration through W-S Rec & Parks and USA Hockey required.
• Birthday Parties at Arena Ice Rink Birthday party packages at the Arena Ice Rink for up to 15 people, including one-hour skating access, exclusive party area, dedicated attendant, drinks, push helpers, and two free future skate lessons for the birthday child.

Named customers9 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

16 partnerships are on record, tiered core and minor.

• TicketmastercoreGTM or Marketing PartnerOfficial ticketing partner for all fairgrounds events. Provides full-service box office, mobile ticketing, and online ticket sales through Ticketmaster.com platform. Tickets purchased from alternative sources may be invalid or overpriced.
• Victory ConcessionscoreGTM or Marketing PartnerExclusive food and beverage concession provider for all fairgrounds events. No outside food or beverage permitted in any facility. Also provides catering for corporate events and private functions.
• Courtyard by MarriottminorGTM or Marketing PartnerCurrent partner with logo displayed on fairgrounds website. Group rate hotel partner for events with $129/night rate for ACC Hockey Tournament attendees.
• City of Winston-SalemcoreOthersOwner and operator of Winston-Salem Fairgrounds. The facility was donated to the City by the Winston-Salem Foundation on December 1, 1969. Managed by the Public Assembly Facilities Commission.
• 97.1 WQMG (Audacy)minorGTM or Marketing PartnerRadio partnership for R&B concert events. Co-promotion partner for the Maze and The Whispers All White Affair performance at the Arena Theatre.
• Best Western Plus University InnminorGTM or Marketing PartnerTournament hotel partner for 2026 ACC Hockey Tournament at $92/night + tax. Located at 3050 University Parkway with complimentary breakfast, Wi-Fi, gym, and onsite parking.
• Fairfield Inn & Suites Hanes MallminorGTM or Marketing PartnerTournament hotel partner for 2026 ACC Hockey Tournament at $119/night + tax. Located at 1680 Westbrook Plaza Drive with complimentary breakfast, Wi-Fi, gym, and free parking.
• Hampton Inn & Suites UniversityminorGTM or Marketing PartnerTournament hotel partner for 2026 ACC Hockey Tournament at $124/night + tax. Located at 309 Summit Square Court with complimentary breakfast, Wi-Fi, pool, gym, and free parking.
• Fairfield Inn & Suites DowntownminorGTM or Marketing PartnerTournament hotel partner for 2026 ACC Hockey Tournament at $139/night + tax. Located at 125 S. Main Street with restaurant, Wi-Fi, gym, and adjacent parking.
• ACC Hockey (ACCHL)coreStrategic or Co-development PartnerHost venue for ACC Hockey Championship Tournament. Multiple years hosting collegiate hockey championships at Arena Ice Rink with SEC/ACC teams competing.
• Carolina Thunderbirds (Twin City Thunderbirds)coreStrategic or Co-development PartnerProfessional hockey team home to Arena Ice Rink. Previously known as Carolina Thunderbirds. Home games and practices held at fairgrounds arena.
• WePlay Hockey (Winston-Salem Recreation & Parks, Wake Forest Ice Hockey)minorStrategic or Co-development PartnerAfter-school hockey program partnership for kids ages 5-12. Three sessions per year at Arena Ice Rink. Fairgrounds provides venue, Recreation & Parks handles registration through Amilia platform.
• Winston-Salem FoundationcoreOthersOriginal donor of fairgrounds to the City of Winston-Salem on December 1, 1969 along with Memorial Coliseum and $75,000.
• Winston-Salem Fairgrounds Farmers Market Vendors (40+ vendors)minorChannel Partner/ Reseller/ DistributorVendor tenants at weekly Farmers Market including produce vendors, bakeries, artisans, and specialty food producers. Market open Saturdays 6am-Noon year-round.
• Deer Park Spring WaterminorGTM or Marketing PartnerSchool Day sponsor at Carolina Classic Fair. Powered by iHeartMedia partnership providing free admission for fairgoers bringing school supplies.
• iHeartMediaminorGTM or Marketing PartnerMedia partner for School Day at Carolina Classic Fair alongside Deer Park Spring Water sponsor.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Eastern States Exposition (The Big E): Largest multi-state agricultural fair in the Northeast, operated on a year-round exposition campus in West Springfield, MA. Comparable as an established multi-venue fair and exposition operator with diverse events, livestock shows, and arena programming at materially larger scale.
• State Fair of Texas (Fair Park): Operator of the State Fair of Texas at Fair Park in Dallas, one of the largest state fairs in the U.S. Comparable as a fairground operator running a major multi-week annual fair plus year-round events on a historic multi-venue campus, though at substantially larger scale.
• Houston Livestock Show and Rodeo: Major annual livestock show and rodeo held at NRG Park in Houston. Comparable as a large-scale fair-style operator combining agricultural exhibitions, concerts, and arena events, though structured as a 501(c)(3) and orders of magnitude larger than the Winston-Salem Fairgrounds.

Regional players

• Bojangles Coliseum: Multi-purpose arena in Charlotte, NC, hosting concerts, family shows, and sporting events. Comparable as a North Carolina regional entertainment venue serving similar event categories (concerts, ice events) though operated at a smaller scale than the Winston-Salem Fairgrounds campus.
• Coastal Credit Union Music Park at Walnut Creek: Large outdoor amphitheater in Raleigh, NC, hosting touring concerts and festivals. Comparable as a North Carolina-based live entertainment venue drawing regional audiences, though it specializes in outdoor concerts rather than the Fairgrounds' indoor/multi-format model.
• Appalachian Fair: Annual agricultural fair in Gray, Tennessee, operated by the Appalachian Fair Association. Comparable as a regional multi-day agricultural fair with livestock shows, carnival rides, and concert entertainment targeting a similar regional audience profile.

Direct peers

• NC State Fairgrounds: Operates the North Carolina State Fair and hosts year-round events at the State Fairgrounds complex in Raleigh. Directly comparable as a multi-venue state/regional fairground with arena, exposition halls, and equestrian center serving the same North Carolina market.
• Greensboro Coliseum Complex: Multi-venue entertainment complex in Greensboro, NC, hosting concerts, sporting events, trade shows, and conventions. Directly comparable as a regional Piedmont Triad competitor offering arena, special events center, and pavilions under a single campus operator.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/WSFairgrounds
• YouTubeyoutube.com/c/CityofWinstonSalem-TV
• Facebookfacebook.com/wsfairgrounds
• Instagraminstagram.com/winstonsalemfairgrounds/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Winston-Salem Fairgrounds