How the Iowa State Fair books its grandstand acts
DES MOINES, Iowa — A new podcast from the Iowa State Fair is giving fans a rare behind-the-scenes look at one of the fair's biggest attractions: the Grandstand concerts. In a conversation with hosts Maxwell and Amy, Iowa State Fair CEO Jeremy Parsons explained how acts are booked, what factors go into setting ticket prices, and why affordability remains a top priority.
One of the biggest takeaways? Booking a Grandstand act is far more complex than simply choosing popular artists. Parsons detailed how routing, radius clauses, ticket affordability, and even the size of the venue all impact who can realistically perform at the fair. At its core, the fair aims to keep Grandstand tickets affordable — something Parsons stressed multiple times. While it's common to see $300 concert tickets at arenas in nearby cities like Omaha, Kansas City, or Minneapolis, the fair tries to cap its top ticket price at around $125. Even then, that $125 level usually covers standing-room spots at the front of the stage, not reserved seats.
Iowa State Fair reveals free entertainment lineup
'We want people to afford the experience,' Parsons said. He emphasized that fairgoers not only buy Grandstand tickets but also pay admission to the Fairgrounds and parking. Balancing a memorable concert experience while keeping prices reasonable is part of the fair's longstanding philosophy.
One surprising fact Parsons revealed is that the Iowa State Fair generally hopes to break even on Grandstand shows. That's right — the money made from ticket sales usually goes right back into paying for the artists and expenses like sound systems, lights, security, and staffing. Any profit comes primarily from concessions, where plenty of fairgoers quench their thirst and grab a snack during concerts. Another critical factor? Scale. With the Grandstand holding about 17,000 people (including standing-room areas), the fair simply cannot compete financially with 80,000-seat stadiums. Acts commanding more than $1 million per performance are often out of reach. As Parsons explained, 'There are some great acts out there that will never perform at the Iowa State Fair because they're above that million-dollar threshold.'
In choosing artists, the fair also looks to offer variety, balancing genres from contemporary Christian music to country, pop, and classic rock. Parsons cited this year's lineup, featuring Forrest Frank, Parker McCollum, Pitbull, and Lynyrd Skynyrd, as an example of appealing to different audiences. The fair's team, including entertainment director Tonya Cook and partner agency Triangle Talent, carefully crafts the lineup each year with the goal of creating memorable experiences — and sometimes, introducing audiences to tomorrow's stars. Parsons pointed to big names like the Dixie Chicks (now The Chicks) and Luke Bryan, who once performed on the Fair's free stages before becoming household names.
Listen to Behind the Booking: Grandstand 'Secrets' with CEO Jeremy Parsons
Ultimately, the top takeaway from Jeremy Parsons is this: At the Iowa State Fair, Grandstand concerts are about more than making money — they're about creating lasting memories. The podcast, now available for streaming, offers even more insight into the tough but heartfelt process of bringing top acts to the fair every year.
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