In a coordinated effort to enhance the vitality and public engagement of New York’s county and local fairs, State Agriculture Commissioner Richard A. Ball has announced a comprehensive package totaling US$ 2 million as part of the 2025 State Budget. The funding is aimed at increasing attendance, strengthening youth participation and supporting the promotional efforts of agricultural fairs across all regions of the state.
The multi tiered initiative includes direct grants for youth transportation, targeted promotional funding and a statewide marketing campaign, as well as the second year rollout of the County and Local Fairs Passport Program. These measures are intended to create accessible, family friendly experiences while fostering appreciation for the state’s agricultural heritage.
Youth Transportation Program Builds on Previous Pilot Success
A core component of the 2025 strategy is the newly formalized Transportation for Youth to Local and County Fairs Program. Following the successful pilot conducted in 2024 with the Boonville Oneida County Fair, this year’s full scale rollout provides more than US$ 300k in grants to 15 organizations to support transportation costs for youth groups attending fairs. These funds are intended to remove barriers to participation and introduce young people to agriculture and domestic arts in an experiential, community based setting.
The Ulster County Agricultural Society hosted the formal launch of the program and has received a grant to coordinate with Cornell Cooperative Extension Ulster County and the Saugerties and Kingston Boys and Girls Clubs. The partnership will organize transportation and educational tours for approximately 100 young attendees. Cornell Cooperative Extension will lead onsite programming, allowing youth to interact directly with 4-H members and explore various agricultural exhibits. The aim is to expand experiential learning and agricultural awareness through fair based education.
Recipients of the transportation grants span the state, including agricultural societies and Cornell Cooperative Extension branches in the Capital Region, Central New York, Finger Lakes, Mid-Hudson, Mohawk Valley, New York City, North Country, and Western New York. These organizations will use the funds to support regional youth access, with grant amounts ranging from approximately US$ 5,000 to US$ 25,000 depending on the scope and scale of each project. A complete list of awardees and project descriptions is available through the Department of Agriculture and Markets.
Promotional Funding Targets Agricultural Education and Visitor Engagement
The Agricultural Fairgrounds Advertising, Promotion, and Education Program, also administered by the Department, has entered its second funding round. It awards US$ 10,000 each to 50 eligible agricultural and horticultural corporations and county extension service associations that organize annual fairs or expositions. The program distributes a total of US$ 500k to support advertising, brand visibility and public education initiatives that emphasize the role of agriculture and domestic arts.
The overarching objective of the program is to increase public appreciation for agriculture through storytelling, hands on exhibits, and curated experiences that educate fairgoers about the state’s diverse farming practices and products. By expanding public knowledge and brand recognition, the program aims to boost attendance and economic outcomes while preserving New York’s agricultural legacy.
Promotional efforts under this funding stream include campaigns that highlight locally produced goods, engage families in interactive exhibits, and position county fairs as accessible entry points for learning about agriculture. Educational programming funded through the initiative also seeks to build long-term awareness and appreciation among younger audiences, ultimately strengthening the connection between consumers and producers.
Statewide Marketing Campaign: “Best Day Ever (All Summer Long)”
To complement direct funding for fairs and transportation, the state has relaunched its advertising campaign “Best Day Ever (All Summer Long)”, which is designed to draw widespread attention to local and county fairs as key seasonal events. The campaign includes a statewide rollout of a 30 second video commercial to be broadcast across select cable zones and digital platforms, such as Facebook and Instagram. A follow up creative execution will air in the following month to encourage attendance at additional neighboring fairs.
Beyond television and social media, the campaign utilizes email newsletters, including the NY Morning Ag Clips, to reach niche audiences with high interest in agriculture and community events. Paid search strategies are also employed to target individuals actively seeking information about local fairs and exhibitions. The goal is to generate measurable engagement from audiences already demonstrating interest in local events and family friendly outings.
A robust out of home advertising strategy further supports campaign visibility. This includes both digital and static posters and panels placed in high traffic areas near fair venues to increase local awareness. Additionally, radio advertisements are scheduled to air across key metro survey areas (MSAs), broadening the reach to diverse demographics and geographic locations across New York.
County and Local Fairs Passport Program Returns for Second Season
The County and Local Fairs Passport Program, now entering its second year, is designed to incentivize families and young fairgoers to visit multiple fairs during the summer. Available at county fairs, Cornell Cooperative Extension offices, State Welcome Centers, and State Parks, the passport booklet enables visitors to collect stamps at each fair they attend. In return, participants receive “Ag Swag” such as commemorative buttons and branded lanyards.
The passport initiative supports the state’s broader goal of encouraging exploration of regional agricultural experiences. By transforming the act of fair attendance into a gamified journey, the program fosters cross county mobility and increases overall fair participation. It also serves as an educational tool, deepening understanding of local farming practices and creating positive associations with New York’s agricultural identity.
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Stakeholder Support Across Regions and Institutions
The announcement event held at the Ulster County Fairgrounds brought together local and regional officials, educators, fair staff and community organizations. Participants voiced support for the state’s investment in youth access, fair promotion and agricultural education. Stakeholders highlighted the critical role of fairs in shaping youth experiences, supporting local businesses, and preserving community traditions.
Organizations such as the Cornell Cooperative Extension of Ulster County emphasized the fair’s value in showcasing 4-H youth projects, horticultural education, culinary skills and small business experiences. The Boys and Girls Club of Ulster County expressed enthusiasm about being able to bring more children to the fair through the transportation grant, enhancing both fun and learning. Local officials from the Village of New Paltz, Dutchess County and Ulster County reinforced the community benefits of the new programs and urged families to participate in the upcoming fair season.
“Our county and local fairs are the backbones of communities across the state and represent an incredible avenue to connect people to the rich past, present and future of New York agriculture. I’m excited to continue our support of county fairs, including a unique new program that helps bring more young people to experience the tradition of their local fair. I’m looking forward to seeing the impact that these programs have during the 2025 season.”
Long Term Planning and Ongoing State Commitment
New York’s investment in its county and local fairs reflects a policy direction initiated by Governor Kathy Hochul in 2021. Upon assuming office, the Governor directed the Department of Agriculture and Markets to conduct a comprehensive review of fair operations, programming and infrastructure. In 2022 and 2023, the Department engaged in collaboration with the New York State Association of Agricultural Fairs and other stakeholders to identify areas for growth and innovation.
As a result, the Department developed a robust marketing and outreach framework, strengthened cross promotional strategies with The Great New York State Fair and facilitated round table discussions to identify improvements in youth programming, competition formats and fair visibility. Additional areas of focus included capital improvement planning, emergency preparedness and commissioning a new economic impact assessment.
In 2024, the state formally launched its marketing initiative, combining traditional media with digital strategies and introduced the first phase of the passport program and the transportation grant pilot. These coordinated steps laid the foundation for the 2025 expansion.
Economic and Educational Importance of Fairs
New York is home to over 50 county and youth agricultural fairs, operating from July through mid September, with the Long Island Fair concluding the season. These events not only provide entertainment, music and local food but also offer interactive opportunities for the public to engage with the agricultural sector.
According to a 2013 economic impact study, New York State’s fairs generate approximately US$ 6 million in annual economic activity and support more than 4,000 jobs. Beyond the numbers, these fairs serve as gateways for agricultural education, community gathering, and youth development.
Through its 2025 initiative, the State of New York affirms its commitment to preserving these traditions while making them accessible and meaningful for future generations. The integrated approach of youth engagement, promotional funding, and public outreach is designed to ensure that the legacy of local agriculture continues to thrive across all corners of the state.
