The increase in admission prices to large amusement parks like Walt Disney World and Six Flags has opened the door for state fairs to position themselves as an affordable and fun alternative. Disney has been playing around with its pricing system for the last few years, essentially making it affordable only for more affluent families. Historically, Disney has increased their prices almost every year since its inception. And they are not letting up in 2017. In fact, they’ve beat Universal to the punch in terms of raising prices.

While the park has been forever touted as “made for you and me,” many Americans are looking elsewhere (usually nearby) to take their hard-earned dollars. You need only look at the steady rise in Google searches for “Staycation” to see the trend. State fairs can capitalize on this mindset by doing a simple price comparison. Let’s compare one-day prices for a family of four (2 adults, one 5-year-old, one 10-year-old) to attend Disney World, Six Flags, and The Big E (full disclosure: The Big E is a long-time Mascola Group client):

Disney: With their current demand-based system, visitors could be paying anywhere from $107-$124 per day, per person. For the family to even get through the gates, they would be dishing out $428-$496 upfront; even more if they hope to hop between multiple parks. While guests have the option to bring in their own food and drink, most opt for convenience and pay for the over-priced options available at the parks. Due to relentless crowds and long lines, who knows how many attractions you would be able to experience with only one day at your disposal? Let’s not forget the prices of flights and a hotel and any add-ons that could somehow your experience more “magical”.

Six Flags: At $73 for adult admission and $47 for children, the family would spend $240 to pass through the turnstiles; better than Disney World, but not exactly affordable. The park offers some discounts on food inside the park, which is helpful. But, let’s face it: If you aren’t into rides, there isn’t much for you to do at Six Flags.

The Big E: At the largest fair east of the Mississippi, it costs adults $15 for general admission, while children are $10, and kids 5 and under go for free! For our little family of four to attend the fair, it would cost a mere $40. Even if you added two all-day “Midway Magic” passes for the kids to go on the rides, you still come in at $100 total. The general admission ticket includes much more than rides – from events focused on agriculture and animals, to legendary performers live in concert, to a world-class circus. And with deep-fried dishes and cuisines from all over the world, you’ll find better options for less money than you’d spend at Six Flags or similar theme parks.

Many state fairs have a similar story to tell. The current challenge of stagnant middle-class incomes leaves the market wide open to state fairs. If you are in charge of running one, there is an incredible opportunity to emphasize your immense value. You can establish your position as a reasonable alternative to a large park like Disney World or Six Flags. This can be done with a simple combination of PR and Social Media efforts.

Can you convince people to ditch the expensive getaway and spend money on something local, enriching and fun? Yes, it should be easy as pie (deep fried on a stick).