by Felicia Fonseca
Daily Lobo
Dean Jones, an employee at the New Mexico State Fair's Indian Village, remembers when it was nothing but a dirt lot; he sat and watched the rodeo from a set of bleachers outside. Back then, he said, it was only 25 cents to get in.
"As people's needs and wants change, fairs need to change along with them," Mike Cerletti, the fair's manager, said.
There is a clear need to re-evaluate admission prices, among other things, Cerletti said.
Admission for this year's fair costs $4 for adults and $2 for children after 2 p.m. and on Friday, Saturday and Sunday. General admission Monday through Thursday before 2 p.m. is $1.
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When compared with admission prices from the California, Arizona, Texas and Colorado state fairs, where admission costs between $7 and $12, New Mexico's price is low, Cerletti said.
"I think when people get here, it is worth more than that," he said.
Acts at this year's fair include performing sea lions, a modern tap dance show and pigs jumping through hoops. Along with these are free displays and exhibits, a petting zoo and the Budweiser Clydesdales.
In an attempt to lessen the sting of the rising admission prices and the $6 per person per ride cost of Midway rides, New Mexico's fair is running right alongside other states with parking prices.
Parking costs have varied in past years, depending on the day of the week. This year, a more expensive $7 flat rate is in effect.
"I think admission and parking for families prices them out of the fair," said Nona Jones, who works at the Indian Village. "But it is still packed, everyone seems happy."
As of Tuesday, Cerletti said, attendance is up about 14 percent from last year.
Cerletti explained the price hike in parking fees as streamlining the economy; less labor means less expense.
"We are who we are, and they (competing fairs) are who they are," Cerletti said. "But we have to be realistic."
Because Expo New Mexico, formerly known as the fairgrounds, is a self-sustaining agency, it has to pay its own way, Cerletti said. It does not receive operational money from the state Legislature.
The agency has a $14 million budget for the year, about 40 percent of which is generated by the fair, Cerletti said.
Other events contributing to the budget include: the Albuquerque Downs Racetrack, the New Mexico Scorpions hockey team and Tingley Coliseum
"Admission prices are fair for all the exhibits, lights and shows," Albuquerque firefighter Mario Santiago said. "As long as the money stays in New Mexico and isn't going out to those carnies."
Cerletti said Expo New Mexico is analyzing its various components to find ways to increase the amount of revenue brought in.
"We try to look for other sources, keeping the prices as reasonable as we can," Cerletti said. "We try to give folks the best deal we can."
After the completion of this year's fair, each venue at the expo will be evaluated, in hopes of bringing more commerce onto the grounds.
"We are proud of what we offer," Cerletti said. "I think we do a good job."
