The Redevelopment of the Three County Fairgrounds

A New Vision for Northampton’s

Three County Fairgrounds
The Redevelopment of the Three County Fairgrounds

Development Concept

A premier destination in New England for exhibitions and events year-

round.

A showcase of the region's agricultural and cultural heritage.

A draw for regional and national audiences

A unique choice in the region for event producers.

The Redevelopment of the Three County Fairgrounds

Overview
Hampshire, Franklin and Hampden Agricultural Society , established in 1818,
a 501 (c) 3 corporation.
Seasonal operation May to October.
Hosts an average of 20 events per year including regional and national
equestrian shows, agricultural events, concerts, and consumer/public
shows.
The oldest continuously operating agricultural fair in the country.
Annual economic impact of $25.0 million: 90+ utilization days, 20 events.
The Redevelopment of the Three County Fairgrounds

Overview
55 acre site
¼ mile from an Interstate 91 interchange and Downtown Northampton.
Principal structures:
Arena building - 38,000 square feet
Grandstand & Race Track
Multiple permanent horse barns/stalls
Fair/agricultural buildings
The Redevelopment of the Three County Fairgrounds

Current Conditions
Aging, deteriorated condition of buildings

Functional characteristics below industry standards.

Lack of a sub-dividable exhibition building

A traditional horse racetrack that is not in use.

Substandard electrical and heating/cooling systems.

Site drainage problems and location in a flood plain.

The Redevelopment of the Three County Fairgrounds

Strategic Objectives
 Retain existing events that are at risk due to sub-standard facilities.

 Retain the facility’s agricultural heritage.

 Respond to the shift in demand towards consumer and non-agricultural

events.

 Increase visitation to the Northampton area: Build on the success of

Northampton’s leisure travel economy. Increase “organized” travel
opportunities to Hampshire County.
The Redevelopment of the Three County Fairgrounds

Feasibility Analysis
Key Findings
2005 updated 2010
The Redevelopment of the Three County Fairgrounds

Market Demand

93% of existing Agricultural & Equestrian event users support using the
expanded & improved facility.

83% of existing consumer show users support using the expanded &
improved facility.

50% of non-users surveyed indicated support for producing events at the

expanded & improved facility.
The Redevelopment of the Three County Fairgrounds

Market Supportable Building Program

Exhibit Space: 80,000 sq. ft. contiguous
Arena: modest renovation
Stalls: replacement of existing with permanent and portable/stretch-frame
facilities
Show / Warm-up Rings: At least 3 additional rings, including covered
ring(s)
Other Facilities: racetrack, grandstand, tents, entries
Amenities / Event Service: electrical, sound, footing
Grounds: Landscaping, parking/RV, electrical, drainage
The Redevelopment of the Three County Fairgrounds

Utilization

The number of events will grow from 22 to 68.

The utilization days will grow from 110 to 240.
The estimated attendance will grow from 129,000 to 376,000.
The Redevelopment of the Three County Fairgrounds

Annual Economic Impacts for the

Northampton Area
Current Redeveloped
Facility Facility
Annual Direct Spending $ 18.5 million $ 45.0 million
Total Economic Output $25.9 million $ 62.9 million
Personal Income $ 11.1 million $ 27.0 million
Employment 377 jobs 916 jobs
Project creates an additional $26 m in direct spending, $11 m in
indirect spending for a total of $37 million in new spending
annually
The Redevelopment of the Three County Fairgrounds

Presentation of the
Master Plan
The Redevelopment of the Three County Fairgrounds
The Redevelopment of the Three County Fairgrounds

Exhibition
Layout
The Redevelopment of the Three County Fairgrounds

Multi Event
Layout
The Redevelopment of the Three County Fairgrounds

Redevelopment Project
Costs Funding & Timeline
The Redevelopment of the Three County Fairgrounds
Redevelopment Cost Projections
TOTAL PROJECT: $42,700,000
Phase One - $3,982,000
Stall Barns (3), site and infrastructure improvements

Exhibition Building, arena building renovations, landscaping and off-site

traffic and roadway improvements.
Phase 3 - $7,918,500
Covered ring, entries, show rings, grand stand and site improvements.
Phase 4 - $4,300,000
Additional show ring, livestock building and site improvements.
The Redevelopment of the Three County Fairgrounds
Pre-Development Phase
Market feasibility study (2005) $ 50,000 (complete)
Master Plan (2009) $ 50,000 (complete)
Infrastructure & Engineering $ 60,000 (complete)
Traffic Analysis $ 35,000 (complete)
Business & Financing Plan $ 55,000 (complete)
Permitting documents $125,500 (Fall 2010)

Total $375,500
The Redevelopment of the Three County Fairgrounds

Pre-Development Funding Sources

City of Northampton $ 32,500

Northampton Development Corporation $ 30,000
State Legislative Appropriation $ 30,000
USDA Grant $ 50,000
Fair Association & Redevelopment Corp. $ 65,000
Community Campaign $130,000
Cultural Facilities Fund $ 38,000
$375,500
* Not including DPW engineering analysis or in-kind services
The Redevelopment of the Three County Fairgrounds
Fairgrounds Redevelopment Corporation
Board of Directors
Chair, Ray Duda, Three County Fair
Frank Basile, Three County Fair
Charles Bowles, Bowles Enterprises
Teri Anderson, City of Northampton
Donald Sullivan, Three County Fair
Patrick Goggins, Goggins Real Estate
Robert Bacon, Northampton Airport
Robert Reckman, Northampton City Council
Marilyn Richards
Barry Roberts, Three County Fair
Bruce Shallcross, Three County Fair