Twang & Bang: Booking music acts that appeal to everyone is a challenge the Alaska State Fair tackles every winter

Each year, the Alaska State Fair attracts more than 250,000 people to Palmer. The challenge for general manager Joe Lawton is to find entertainment that will not only suit those people, but bring in even more.

Filling the entertainment lineup is a year-round project for the Alaska State Fair. And when an act like Cheap Trick cancels at the last minute, as happened last week, it makes an already tough job even tougher.

"It put us in a heck of a bind," Lawton said. "We have everything arranged months in advance, and to have to replace an act two weeks before the fair was tough."

American Hi-Fi stepped in to fill the Aug. 23 date, but not every entertainment act shapes up that quickly. Normally, the groundwork for the next year's fair is laid in the previous winter.

"Usually we begin seriously thinking about it in November. There are lots and lots of agents involved," Lawton explained. "Depending on their drawing power, bands will tour fairs, clubs or stadiums. The challenge is finding the bands that are set up to play fairs, that we can afford and that will be a draw for people here."

In November, agents start putting out feelers for their bands, Lawton explained. That's when most people are getting ready to fill their summer tour dates and are actively looking for gigs, such as a weekend at the Alaska State Fair.

"Usually, we try to have everything lined up by December, but if we have to wait until May, we do," Lawton explained.

That's when the Alaska State Fair starts its advertising campaign, both in print and on the air. Not only do the advertisements help sell the bands, they help sell the Alaska State Fair in general.

Another consideration for the fair is to design a well-rounded lineup that appeals to everyone. With a wide range of demographic groups, coming up with acts that appeals to each one is the challenge.

"Country is our biggest seller, so we try to land a major country act," Lawton explained. "And then we try to put together an 'oldy' act and something that appeals to younger people."

Younger people can be the toughest demographic to suit, Lawton explained.

"You don't always know what younger people are going to pay to go see," Lawton said.

This year's lineup includes Everclear, Aaron Tippin, The Turtles, Grand Funk Railroad and Mark Wills, as well as American Hi-Fi.

Having bands that are recognizable is important to fairgoers.

"Since they started charging for the concerts, I want to see bands that I know and recognize, or I'm not going to pay for it," said Stacy Fellows, who said she goes to the fair about three or four times a year. "I liked Ted Nugent last year, but I'm not going to pay to see something I don't really like. I'm willing to pay for good bands."

Fellows said she is looking forward to seeing Everclear, but probably will take a pass on the other acts.

Vendors also enjoy the benefit of big-name artists coming to the Alaska State Fair. Before the concert, people fill the fairgrounds, often with their wallets open. When the concert lets out, many stick around the fairgrounds.

"I've stood on that hill and I've seen the effect as people spill out of the Borealis Theatre," Lawton said. "You see if they head for the parking lot or if they head to the rest of the fair. That's where we want them."