September 27, 2023

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MarketInk: Ad Budget for County Fair Reflects Scaled-Back ‘HomeGrownFun’

6 min read
Jennifer Hellman at the fair.
Jennifer Hellman at the fair.

Up to $1 million per year for advertising has been spent in previous years to promote the San Diego County Fair at the Del Mar Fairgrounds. This year, for the smaller-scale version called “HomeGrownFun,” the amount is $50,000.

Don’t expect to see TV commercials, newspaper ads and outdoor billboards. Instead, the precious few dollars have been allocated mostly to digital, including email, social media and banner ads, along with some radio, according to Jennifer Hellman, marketing director for the Del Mar Fairgrounds.

“The advertising budget for HomeGrownFun was $50,000, which is about 5 percent of a typical, full-scale San Diego County, which on average is about a million dollars,” Hellman told Times of San Diego.

“Our tickets are all being sold online in advance this year, which is very different from years past, so digital is one click away from our point-of-sale,” said Hellman, who has worked for the past 13 years in marketing roles at the fairgrounds. “Combined with the fact that we had a very compressed timeline and reduced staffing, we didn’t have the opportunity for heavy design, production or long-lead.”

Even this year’s logo of a tractor leaving sunflowers in its wake is not original artwork. | Newsphere by AF themes.