Marketing plan aims at self-sufficiency

A new marketing plan calls for the Flathead County Fairgrounds to be self-sufficient within five years.

The plan, which was developed for the county Fair Board by Beargrass Marketing of Whitefish, recently was presented to the commissioners for their review. Its general intent, according to Fairgrounds Manager Jay Scott, is to broaden the overall appeal of the 57-acre facility.

"When you say 'fairgrounds,' a lot of people just think 'fair,' but we hold lots of different events here," Scott said. "This should help us market the fairgrounds as more of a year-round facility."

Annual attendance for all the activities at the fairgrounds is about 75,000, according to the marketing plan. About half that amount is related specifically to the Northwest Montana Fair; the remainder includes RV, car and gun shows, 4H events, several large weddings or funerals, company gatherings and a wide variety of commercial events.

"Pretty much every week we have something going on, but there are a few weekends that are still open," Scott said.

The marketing plan lays out a number of short- and long-term goals and strategies to help increase the number of events there, and to improve revenue.

A major requirement for achieving those goals, according to the plan, is to complete the trade center.

The 48,000-square-foot structure, which is near the northeast corner of the fairgrounds, was built two years ago. However, there wasn't enough money at the time to install concrete floor; the building also lacks indoor heating and the modern information-technology systems that many groups demand.

"Right now, we're using the building for a storage shed," Scott said. "We'd like to reallocate some of the money we already have in our budget to finish the building. If we had a facility that was really marketable, it would be easier [to become self-sufficient]. We turn down business every day because we don't have a place to put them."

During the past three years, the fairgrounds has received about $300,000 a year in property-tax support. The 2006 budget includes $245,000 in public funds; fair revenue and facility rentals are projected to bring in another $670,000 or so.

Finishing the trade center could help pare the reliance on public funding. Scott said the fairgrounds is also looking for events sponsors.

"The ultimate goal is to be self-sufficient," he said.