Waukesha County Fair Association, Inc

What Waukesha County Fair Association, Inc does

Waukesha County Fair Association, Inc. is a Wisconsin-incorporated 501(c)(3) nonprofit organization that produces the Waukesha County Fair, Wisconsin's oldest continuously operating county fair, first held in 1842 and currently staged annually over five days each July at the Waukesha County Expo Center in Waukesha, Wisconsin. The Fair is a single-event community property — the largest event in Waukesha County — featuring a Miller Lite Main Stage concert lineup, multiple secondary music stages (Leinie Lodge, Coors Light Stage, Family Fun Stage), a Children's Tent, a North American Midway Entertainment-operated midway with electronic ride ticketing, a Junior Livestock Auction supporting 4-H and FFA youth, livestock/agricultural exhibits, motorsport attractions (Demolition Derby, Truck & Tractor Pulls), a Classic Car Show, and signature family attractions (Pig/Goat/Duck Races, Sick Air FMX stunt show, Brant the FireGuy, Touch of the Wild Education Trailer). Inclusive programming for participants with sensory sensitivities and special needs runs annually. The Association operates with only two full-time employees — Executive Director Chrissy Gluege and Marketing & Communications Manager Erin Schneider (hired Fall 2025) — supported by a volunteer board of directors serving three-year terms and over 100 event-week volunteers.

The Association generates revenue through a diversified event-driven model: gate admissions ($8 youth / $14 adult; online discounts and multi-pack bundles available), daily parking ($6), carnival ride tickets and $35 unlimited-ride wristbands, Main Stage VIP and Elite VIP reserved seating, vendor booth rentals priced in 10-foot frontage increments (20-25 food vendors annually plus commercial vendors) with food and beverage commissions including alcohol sales, corporate sponsorship packages ranging from title sponsors to individual event supporters, company picnic packages with hospitality tents and catering commissions (18% on outside caterers), and facilitation of the Junior Livestock Auction. Distribution is hybrid: physical gate sales at the Expo Center, an online ticketing storefront at tickets.waukeshacountyfair.com, and direct corporate outreach led by the Executive Director. Marketing relies on the official website, email newsletter, organic social (Facebook, Instagram, YouTube), local radio partnerships (WRNW, WRIT, WKLH, WRXS, WHQG, WMIL, WTKM), and cross-promotion with major sponsors (Fleet Farm, Pick n Save, St. Vincent de Paul). The Association is financially independent from Waukesha County and the City of Waukesha and carries Travel Green Wisconsin sustainability certification.

Name

Waukesha County Fair Association, Inc

Legal name

Waukesha County Fair Association, Inc.

Website

https://waukeshacountyfair.com

Company type

Private

Founded year

1842

Operating status

Operating

Headcount range

1–10 employees

Short description

The Waukesha County Fair Association is a 501(c)(3) nonprofit that produces Wisconsin's oldest county fair annually over five days each July at the Waukesha County Expo Center, serving families, 4-H/FFA youth, corporate picnic clients, vendors, and sponsors across southeastern Wisconsin.

Ownership category

akta.pro rank

Product category

County Fair & Community Event Entertainment

NAICS

All Other Amusement and Recreation Industries (713990)

SIC

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

akta.pro primary industry

Local Community & Multi-Category Fairs (MPAGAFAO)

akta.pro secondary industry

Fairgrounds & Expo Parks (THAHAAAH)

Keywords

• County fair operations
• Agricultural exhibitions
• Community event management
• Carnival midway services
• Youth livestock programs

Headquarters

HQ city

Waukesha

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Admission Fees: The Fair generates revenue through gate admission fees for fairgoers attending the five-day annual event.
2. Carnival/Ride Revenue: Revenue from midway rides and games operated by North American Midway Entertainment, the world's largest traveling outdoor amusement park.
3. Vendor Space Rental: Commercial and food vendors pay for booth space. Vendors operate in 10-foot frontage increments. The Fair accepts 20-25 food vendors annually and charges commissions from food vendors.
4. Company Picnic Services: Corporate clients book company picnics at the Fair with options for hospitality tents, reduced ride tickets, and catering commissions (18% on outside caterer's food & beverages).
5. Sponsorships: Corporate sponsors provide financial support in exchange for branding, naming rights, and promotional visibility. Sponsors range from title sponsors to individual event supporters.
6. Concession and Food Commissions: The Fair receives commissions from food and beverage vendors operating on the grounds, including alcohol sales.
7. Main Stage VIP/Elite VIP Tickets: Special seating tickets for Main Stage concerts include VIP and Elite VIP options with perks such as preferred parking and drink tickets.
8. Junior Livestock Auction: The annual auction supports youth exhibitors (4-H, FFA members) who sell their animals. The Fair facilitates the event.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

The Waukesha County Fair Association produces and operates the annual Waukesha County Fair, Wisconsin's oldest county fair (since 1842), held over five days each July at the Waukesha County Expo Center. The core offering combines gate admissions, carnival rides and games (via North American Midway Entertainment), multi-stage live entertainment, livestock exhibitions and youth auctions, food and beverage concessions, corporate company picnic services, and sponsorship-driven attractions such as demolition derbies, tractor pulls, and stunt shows.

Product overview

The Waukesha County Fair Association operates as Wisconsin's oldest county fair, offering a diverse portfolio of interconnected entertainment and community service products and services centered around its annual five-day fair event. The core offering is the Waukesha County Fair annual event (July 15-19, 2026), which integrates multiple entertainment venues including the Miller Lite Main Stage (featuring major concert acts like Sebastian Bach, Hoobastank, Eve 6, and 38 Special), Leinie Lodge Stage, Coors Light Stage, Children's Tent, and Family Fun Stage. The North American Midway Entertainment carnival provides rides and games with electronic ticketing. Additional signature attractions include the Junior Livestock Auction, Fairest of the Fair program, Pig/Goat/Duck Races, Sick Air FMX stunt show, Brant the FireGuy performances, Demolition Derby, Truck & Tractor Pulls, Classic Car Show, and Drill Team Competition. The organization provides service offerings including Company Picnic Services for corporate events and inclusive experiences (Spectacular Showmen, Sensory Sensitive Afternoons, Inclusive Class Exhibits) for accessibility. Food & Beverage Vendor Services support the culinary offerings, while a Digital Ticketing System enables online admission purchases. The fair serves as a nonprofit 501(c)(3) organization supporting 4-H activities and education.

Differentiator

Problem solved

Functional benefit

Products and services

• Waukesha County Fair Annual Event
• Miller Lite Main Stage Concerts
• Leinie Lodge Stage Performances
• Coors Light Stage Performances
• Children's Tent Entertainment
• Family Fun Stage Programming
• Carnival Rides & Games Midway
• Junior Livestock Auction
• Fairest of the Fair / Fair Ambassador Program
• Company Picnic Services
• Pleasure Valley Pig, Goat & Duck Races
• Sick Air FMX Performance Stunt Show
• Brant the FireGuy Show
• Demolition Derby
• Truck & Tractor Pulls
• Kiwanis Pancake Breakfast
• Classic Car Show
• Spectacular Showmen Inclusive Livestock Show
• Sensory Sensitive Afternoon in the Midway
• Inclusive Class Exhibits
• Food & Beverage Vendor Services
• Digital Ticketing System
• Drill Team Competition
• Touch of the Wild Education Trailer
• Monster Mural

Named customers10 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

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

• InPro CorporationflagshipGTM or Marketing PartnerTitle sponsor for six years. Nearly two decades of sponsorship support. Long-term strategic partner providing significant financial and promotional support to the Fair. InPro is also a major company picnic client hosting events at the Fair.
• Miller LiteflagshipGTM or Marketing PartnerMain Stage title sponsor. Miller Lite Main Stage shows are free with paid admission to the Fair.
• Coors LightcoreGTM or Marketing PartnerSide stage sponsor - Coors Light Stage.
• Leinenkugel'scoreGTM or Marketing PartnerBeverage sponsor - Leinie Lodge stage named after Leinenkugel's beer brand.
• Fleet FarmcoreGTM or Marketing PartnerThursday sponsor with 50% off adult admission coupons and gate giveaways.
• Pick n SavecoreGTM or Marketing PartnerWednesday sponsor - 3-2-1 You're In promotion with $3 admission and $2 parking. Also presents Pig, Goat & Duck Races and Monster Mural.
• Beer Capitol DistributingcoreGTM or Marketing PartnerBeverage distribution partner for beer products at the Fair.
• Fabick CatcoreGTM or Marketing PartnerEquipment company sponsor and valued partner.
• Fabick RentsminorGTM or Marketing PartnerEquipment rental company sponsor.
• Citizens BankcoreGTM or Marketing PartnerPresents Fairest of the Fair program. Champion ribbons courtesy of Citizens Bank.
• North American Midway EntertainmentflagshipStrategic or Co-development PartnerWorld's largest traveling outdoor amusement park providing rides, games, and food concessions for over two decades. Entertains over 15 million fairgoers annually across 20 states and 4 Canadian provinces. Partner for Sensory Sensitive Afternoon in the Midway.
• Jayson Entertainment Group, Inc.coreStrategic or Co-development PartnerTalent management company with over 40 years of experience. Partnered with Fair for over two decades to select Main Stage entertainment acts.
• Waukesha County Business AlliancecoreGTM or Marketing PartnerFair has been a member since February 1, 1994. Local business alliance supporting the Fair.
• IAFE (International Association of Fairs and Expositions)coreOthersNational organization for fairs and expositions. Fair has been a member since 1986.
• Wisconsin Association of FairscoreOthersState association supporting Wisconsin fairs.
• City of Waukesha Chamber of CommercecoreOthersProud member of the City of Waukesha Chamber of Commerce.
• Master SpasminorGTM or Marketing PartnerPresents Leinie Lodge stage.
• Southeast Sales PowersportsminorGTM or Marketing PartnerPresents Leinie Lodge stage alongside Master Spas.
• Tanis ConstructionminorGTM or Marketing PartnerPresents Coors Light Stage.
• PepsicoreGTM or Marketing PartnerBeverage sponsor - Pepsi products served at the Fair.
• Raised Grain Brewing CompanyminorGTM or Marketing PartnerCraft beer sponsor. Presented Amateur Craft Beer & Wine Judging at Family Fun Stage.
• Couri Insurance AgencyminorGTM or Marketing PartnerSponsorship support for the Fair.
• Culvers of WaukeshaminorGTM or Marketing PartnerGate giveaway sponsor - first 200 fairgoers received collectible ducks on opening day.
• The DestinationminorGTM or Marketing PartnerFree motorcycle parking sponsor all five days. Sound & Light sponsor for Coors Light Stage.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Minnesota State Fair: Minnesota State Fair is one of the largest end-of-summer state fairs in the U.S., operating a 12-day run at the Minnesota State Fairgrounds. While far larger in scale, it competes for Midwest family summer entertainment dollars and uses a comparable revenue mix of admissions, sponsorships, vendors, and grandstand entertainment.
• Indiana State Fair: Indiana State Fair is the state's annual state fair held in Indianapolis, operating a 17-day run with major entertainment and agricultural programming. It is a broader incumbent in the same category, competing for Midwest summer family entertainment with a comparable nonprofit/association governance structure.
• Iowa State Fair: Iowa State Fair is a major Midwest state fair held annually in Des Moines, famous for its livestock competitions and traditional fair programming. It competes for the same regional family and agricultural audience and operates a similar nonprofit model with diversified sponsorship, vendor, and entertainment revenue.
• Illinois State Fair: Illinois State Fair is the state's annual state fair with locations in Springfield and DuQuoin. It is a broader incumbent operating a larger-scale fair model with agricultural emphasis, carnival midway, and grandstand entertainment comparable to what the Waukesha County Fair offers at the county level.
• Wisconsin State Fair: Wisconsin State Fair is the state's flagship annual fair held at Wisconsin State Fair Park in West Allis. It operates a much larger multi-day fair with major grandstand entertainment and a deeper vendor footprint, but shares the same nonprofit fair association model, agricultural exhibition emphasis, and Wisconsin family/youth audience as the Waukesha County Fair.

Others

• North American Midway Entertainment: North American Midway Entertainment is the world's largest traveling outdoor amusement operator, providing carnival rides, games, and food across 20 U.S. states and four Canadian provinces. It is both a 20+ year strategic partner to the Waukesha County Fair and an ecosystem participant that supplies similar midway services to competing fairs, making it adjacent rather than directly competitive.

Direct peers

• Washington County Fair (Wisconsin): Washington County Fair is an annual county fair held in Slinger, WI, within driving distance of Waukesha County. It mirrors the Waukesha County Fair's community-fair format with carnival midway, livestock, agricultural exhibits, and grandstand entertainment for southeastern Wisconsin families.
• Racine County Fair: Racine County Fair is an annual county fair held in Union Grove, WI, serving the Racine/Kenosha portion of southeastern Wisconsin. It is a directly comparable community-fair operation with carnival rides, livestock shows, and local entertainment targeting overlapping family audiences.
• Walworth County Fair: Walworth County Fair is an annual county fair held in Elkhorn, WI, serving Walworth County and surrounding areas. It operates a similar community-fair model with carnival rides, agricultural and youth livestock programming, and grandstand entertainment for Wisconsin families.
• Ozaukee County Fair: Ozaukee County Fair is an annual county fair held in Cedarburg, WI, directly adjacent to Waukesha County. It competes for the same southeastern Wisconsin family audience and operates the same community-fair model with carnival rides, livestock exhibits, and local entertainment.

Market position

Strengths6 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/WaukeshaCountyFair
• Facebookfacebook.com/WaukeshaCountyFair
• Instagraminstagram.com/waukeshacountyfair
• LinkedInlinkedin.com/company/waukesha-county-fair

Revenue estimate

Valuation estimate

Number of profiles

Profiles21 records

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 Waukesha County Fair Association, Inc