Ventura County Fair

What Ventura County Fair does

Ventura County Fair is a community-owned fairground and event center located at 10 West Harbor Boulevard in Ventura, California, operating as a 75+ year regional institution with a small staff of 17 employees. Its flagship product is the annual Ventura County Fair (July 29 - August 9), a 12-day event featuring agricultural exhibitions, carnival rides, the PRCA Flying U Rodeo, Junior Livestock Auction, and a concert series headlined by touring artists such as Marshmello, BUSH, Iration, and Jake Owen. Beyond the annual fair, the venue operates year-round hosting horse shows, rodeos, conventions, concerts, and community events through the Morgan Arena and ancillary facilities, and generates additional revenue via facility rentals for corporate events, weddings, and filming.

The business model is predominantly transactional ticket-based revenue, with adult admission at $21.00, child/senior admission at $16.00, VIP concert upgrades at $42.95-$52.95, carnival wristbands sold separately for unlimited rides, and variable pricing for niche events ($10.45-$95.50). Ticketing is processed through the Saffire platform via an online portal and onsite box office. Revenue is supplemented by event-specific sponsorships from brands including Toyota (Junior Livestock Auction presenting sponsor), McDonald's West Coast (Dia de la Familia), Chumash Casino Resort, and beverage sponsors (Coors, Jack Daniel's, Tito's, Pacifico), plus facility rentals and a 501(c)(3) Ventura County Fairgrounds Foundation that funds capital improvements through tax-deductible donations. The organization explicitly receives no tax dollars and depends entirely on event revenue and community contributions.

The technology stack is intentionally lean: standard third-party ticketing via Saffire, Google Analytics for web traffic analysis, TranslatePress for bilingual (English/Spanish) site support, calendar integrations (Google, iCalendar, Outlook 365, Outlook Live) for event discovery, and an accessibility widget supporting WCAG 2.1 and ADA compliance. The organization holds no patents, employs no AI/ML systems, and maintains COPPA and GDPR compliance for its data practices. Recent leadership changes include the appointment of H. Ortiz as Director General (CEO), and strategic emphasis has shifted toward year-round event diversification beyond the core 12-day fair window.

Name

Ventura County Fair

Legal name

Ventura County Fairgrounds

Website

https://venturacountyfair.org

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Ventura County Fair is a community-owned fairground and year-round event venue in Ventura, California, operating the 12-day annual Ventura County Fair (July 29-August 9) with rodeos, concerts, and agricultural exhibitions, plus facility rentals and recurring events for regional families and visitors.

Ownership category

akta.pro rank

Product category

Event Venue & Fairground Operations

NAICS

Amusement and Theme Parks (713110), All Other Amusement and Recreation Industries (71399), Other Spectator Sports (711219), Arts, Entertainment, and Recreation (71)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Fairgrounds & Expo Parks (THAHAAAH)

akta.pro secondary industries

General Consumer Expos & Trade Shows (MPAGAFAA), Equestrian & Rodeo Facilities (MPAKAEAM), Amusement Parks (Regional/Local Ride Parks & Funfairs) (THAJAEAD)

Keywords

• County fair operations
• Event venue rentals
• Agricultural exhibitions
• Carnival entertainment
• Community event hosting

Headquarters

HQ city

Ventura

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fair Admission Tickets: The Fair generates revenue through admission ticket sales. Adult admission is $21.00, child admission (ages 6-12) is $16.00, and senior admission (ages 65+) is $16.00. The Fair runs annually from July 29 to August 9.
2. Carnival Wristbands: Carnival wristbands are sold separately and available every day of the Fair for unlimited rides all day long. Carnival wristbands do not include Fair admission.
3. VIP Concert Tickets: VIP concert tickets are sold for premium seating at performances during the Fair. VIP ticket prices range from $42.95 to $52.95 and include transaction fees. Concerts feature various artists including BUSH, MARSHMELLO, IRATION, JAKE OWEN, HERENCIA DE PATRONES, ASHANTI, SWITCHFOOT, and NATE SMITH.
4. Venue Rentals and Facilities: The Fairgrounds generates revenue through facilities rentals for year-round events including horse shows, rodeos, conventions, concerts, and community events.
5. Oktoberfest Tickets: Oktoberfest presale admission tickets are available at $10.45 for adults, $6.29 for children (6-12) and seniors (65+). Beer flights are $17.45. Weekend passes are also available.
6. Event Venue Ticket Sales: The Fairgrounds hosts various events with ticket sales including concerts like Turnstile ($95.50 each) and family events like Brick Convention Lego Fan Event ($15 admission, $10 parking).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

The Ventura County Fairgrounds operates the annual Ventura County Fair (July 29 to August 9) and a year-round event venue in Ventura, California. Core offerings include fair admission ticketing, carnival wristbands (unlimited rides), VIP concert upgrades, the PRCA Flying U Rodeo, Junior Livestock Auction, the Read and Ride literacy program, facilities rentals, and hosted recurring events such as Oktoberfest, Dia de la Familia, the Seaside Tattoo Show, and the Gold Coast Gem Show.

Product overview

Ventura County Fair is a multi-use event venue and fairgrounds operation offering the annual Ventura County Fair (July 29 - August 9) as its flagship event, featuring agricultural exhibitions, carnival attractions, rodeo events, concerts, and livestock shows. The organization operates a ticketing platform for admissions, carnival wristbands, and VIP concert upgrades. Year-round operations include venue rentals for corporate events, filming, and private gatherings, plus hosting various recurring events such as the Dia de la Familia concert, Oktoberfest celebration, horse shows, and community expos. The fairgrounds also supports youth agricultural programs through the Read and Ride literacy program and Junior Livestock Auction, with the non-profit Ventura County Fairgrounds Foundation raising funds for facility improvements.

Differentiator

Problem solved

Functional benefit

Products and services

• Ventura County Fair (Annual Fair) Annual 12-day county fair held July 29 to August 9 featuring agricultural exhibitions, carnival rides, concerts, rodeo events, livestock shows, and family entertainment for the general public and families in Ventura County.
• Fair Tickets & Admissions Online ticketing for fair admission (Adult $21.00, Child ages 6-12 and Senior 65+ $16.00), with VIP concert tickets ranging $42.95-$52.95 and PRCA Rodeo tickets. All sales are final with no refunds unless required by law and a clear bag policy applies.
• Carnival Wristbands Wristbands sold separately from fair admission that grant unlimited carnival rides all day, available every day of the Ventura County Fair through a third-party vendor.
• PRCA Flying U Rodeo Professional Rodeo Cowboys Association sanctioned rodeo events held during the fair featuring bull riding, bronc riding, barrel racing, and other rodeo competitions. Tickets often sell out online with limited availability onsite.
• Concert Series Live music performances during the Ventura County Fair featuring various artists with VIP upgrade tickets ranging $42.95-$52.95 including transaction fees. Pre-party opens at 5pm (1pm on Sundays) with concerts starting at 7:30pm (3pm on Sundays). VIP tickets do not include fair admission — a separate admission ticket is required.
• Junior Livestock Auction Annual auction during the Ventura County Fair supporting local youth agricultural exhibitors (4-H and FFA) and their livestock projects, presented by Toyota as the presenting sponsor.
• Read and Ride Program Literacy incentive program for K-8 Ventura County students that awards free carnival ride passes for reading books and writing summaries. Students read 4 books and earn up to 6 ride passes for the Ventura County Fair.
• Facilities & Rentals Event venue rental services for the Fairgrounds facilities including the Morgan Arena, meeting rooms, and outdoor spaces, available for corporate events, horse shows, rodeos, conventions, concerts, weddings, filming, and community gatherings throughout the year.
• 2nd Annual Oktoberfest German-themed annual event held in October at the Ventura County Fairgrounds featuring beer tastings (beer flights of five 5-oz tastings at $17.45), German food, bands, contests, and family activities. Presale admission $10.45 adult and $6.29 child/senior; weekend passes $26.95 adult and $16.45 child/senior.
• Dia de la Familia Family Day celebration during the Ventura County Fair featuring a Latin music concert with performers Herencia de Patrones, Banda Maguey, and Banda Toro, presented by McDonald's West Coast.
• Brick Convention - LEGO Fan Event Two-day LEGO fan experience event held October 24-25 at the Ventura County Fairgrounds featuring minifigures, building activities, and vendors, with $15 admission and $10 parking.
• Seaside Tattoo Show Annual tattoo convention at the Ventura County Fairgrounds featuring 100+ elite tattoo artists, 20+ tattoo contests, live painting, and family-friendly activities.
• Gold Coast Gem Show Gem, mineral, fossil, beads, and jewelry show at the Ventura County Fairgrounds featuring lapidary supplies, demonstrations, and kids activities.
• Ventura County Fairgrounds Foundation (Brick Campaign & Donations) 501(c)(3) non-profit foundation dedicated to preserving and enhancing the Ventura County Fairgrounds through fundraising for capital projects, equipment, and programs. Accepts tax-deductible donations and brick purchases (504 individual bricks and 82 corporate bricks sold through the brick campaign program).

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

17 partnerships are on record, tiered flagship, core and minor.

• Chumash Casino ResortflagshipGTM or Marketing PartnerOfficial sponsor of the Ventura County Fair with prominent logo placement on the website sponsor section.
• CoorsflagshipGTM or Marketing PartnerOfficial sponsor of the PRCA Flying U Rodeo alongside Tito's Handmade Vodka, Jack Daniel's, and Pacifico. Sponsoring rodeo shows with brand visibility at one of the fair's signature events.
• ToyotaflagshipGTM or Marketing PartnerPresenting sponsor of the 2026 Ventura County Fair Junior Livestock Auction supporting local youth agricultural exhibitors.
• McDonald's West CoastflagshipGTM or Marketing PartnerPresenting sponsor of Dia de la Familia concert event featuring Herencia de Patrones, Banda Maguey, and Banda Toro.
• Mattress HubcoreGTM or Marketing PartnerPresenting sponsor of Seniors & Persons with Disabilities Day offering free admission to eligible attendees.
• Ventura County Credit Union (VCCU)coreGTM or Marketing PartnerPresenting sponsor of VCCU Member Day offering $4 off adult admission tickets for credit union members. Also sponsors Youth Day with free admission for children 12 and under.
• Tito's Handmade VodkaflagshipGTM or Marketing PartnerCo-sponsor of the PRCA Flying U Rodeo along with Coors, Jack Daniel's, and Pacifico.
• Jack Daniel'sflagshipGTM or Marketing PartnerCo-sponsor of the PRCA Flying U Rodeo along with Coors, Tito's Handmade Vodka, and Pacifico.
• PacificoflagshipGTM or Marketing PartnerCo-sponsor of the PRCA Flying U Rodeo along with Coors, Tito's Handmade Vodka, and Jack Daniel's.
• Food Share Ventura CountycoreStrategic or Co-development PartnerBeneficiary of Food Share Day at the Fair. Attendees who bring 5 nonperishable food items receive a Buy One, Get One Free admission coupon, supporting the local food bank.
• Ventura County Fairgrounds FoundationflagshipStrategic or Co-development Partner501(c)(3) non-profit organization dedicated to preserving and enhancing the Fairgrounds through fundraising for capital projects, equipment, and programs. The Foundation supports improvements to buildings, stalls, and facilities through tax-deductible donations.
• Ventura County Animal ServicescoreStrategic or Co-development PartnerPartnered during the Sandy Fire emergency to provide animal shelter and evacuation center services at the Fairgrounds, demonstrating the venue's role as a community emergency resource.
• Amazon SmileminorGTM or Marketing PartnerShoppers can support the Ventura County Fairgrounds Foundation through Amazon Smile charitable giving program.
• Ventura County Cattlemen's AssociationcoreStrategic or Co-development PartnerHosts the Ranch Riding Buckle Show at the Morgan Arena featuring western riding competitions.
• Alotte Horses (Hunter Jumper Horse Show)minorStrategic or Co-development PartnerHorse show organizer hosting Hunter Jumper English Horse Show events at the Morgan Arena.
• Supporting SponsorsminorGTM or Marketing PartnerSupporting sponsors include: Kaiser Permanente, Coca-Cola, Culligan, Next Move, Surf Rodeo, T-Mobile, CMH, White Claw, Monster Energy, and Pacific Surfliner.
• Participating SponsorsminorGTM or Marketing PartnerParticipating sponsors include: Aqua-Flo and Carbar Designs.

Scale indicators8 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Santa Barbara County Fair: Annual county fair in Santa Maria, California with livestock shows, rodeo, and entertainment programming. Comparable as a smaller-scale California county fair with similar agricultural and rodeo heritage.
• National Orange Show Events Center: San Bernardino-based fairgrounds hosting the National Orange Show events, expos, and the annual Route 66 Cruisin' Reunion. Comparable as a community fairground and event expo venue in the Southern California market.
• Orange County Fair (OC Fair & Event Center): Annual county fair and year-round event center in Costa Mesa, California. Closest direct competitor in the Southern California county fair circuit, with a similar mix of carnival rides, concerts, livestock exhibitions, and venue rentals.
• Del Mar Fairgrounds (San Diego County Fair): San Diego County's fairgrounds and event center, hosting the San Diego County Fair plus horse racing, conventions, and trade shows. Highly comparable in product mix and geographic profile as a Southern California fairground.
• LA County Fair (Fairplex): Pomona-based county fair and exposition complex hosting the LA County Fair and year-round events. Operates a multi-building fairgrounds with concerts, horse shows, and facility rentals comparable to Ventura's programming.

Others

• PRCA (Professional Rodeo Cowboys Association): National sanctioning body for professional rodeo events. Comparable as the partner organization that provides the PRCA Flying U Rodeo content at Ventura County Fair's Morgan Arena.

Broad incumbents

• Cedar Fair (now Six Flags Entertainment): Operator of regional amusement parks and family entertainment centers. Comparable only adjacent to Ventura's carnival ride offering, but at vastly greater scale and with permanent installations rather than seasonal fair deployment.
• Cal Expo (California State Fair): California's state fairgrounds in Sacramento, hosting the California State Fair and year-round events. Larger-scale state-level fair with broader programming—comparable in venue function but at greater scale.
• Houston Livestock Show and Rodeo: Massive annual livestock show and rodeo with major concert series and Junior Livestock Auction. Conceptually comparable as a fair-type event with rodeo, livestock auction, and concert programming, though at substantially larger scale.

Regional players

• Cow Palace (Daly City): Historic Northern California multipurpose event venue hosting the Grand National Rodeo, horse shows, expos, and concerts. Comparable in function (rodeo, equestrian, expos) but serving a different Northern California geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/vcfairgrounds
• LinkedInlinkedin.com/company/ventura-county-fair

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Ventura County Fair