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The Alameda County Fairgrounds is so important to Pleasanton, a lifestyle and events hub that entices a variety of modern audiences and evokes a connection to the community’s history as well as its future.
Just how critical? More than $300 million in total annual economic impact for the area, according to a new report by Johnson Consulting. That includes 1,980 ongoing jobs generating $104.6 million in wages throughout the year.
“This report highlights the important role the fairgrounds plays in the local economy,” Angel Moore, chief operating officer for the Alameda County Fair & Event Center, told me by email Monday. “This benefits local industries, including restaurants, hotels and hospitality, retailers, transportation, event vendors, and other small businesses throughout the region.”
Clearly the summer fair is a big part of that (producing $132.1 million in economic impact and supporting 860 ongoing jobs in and of itself), but it’s not the whole story – as the Johnson study shows.
Year-round the facility generates $312 million in economic impact, $141.7 million in direct spending tied to its activities, 16,800 hotel room nights in the area and $14.5 million in government revenue through sales and hotel tax receipts, according to the neutral report.
Moore gives much of the credit to the “strong partnership between the fairgrounds and Visit Tri-Valley” and “diverse calendar of events throughout the year” that attract people from the region and beyond to the 267-acre property at Valley and Bernal avenues.
Just look at its upcoming calendar: NorCal Reptile Expo this weekend, Exotic Bird Mart on Sunday, Goodguys’ All American Get-Together car show March 28-29, the Plumbing Trade Show on April 14, Quest Science Center’s eighth Tri-Valley Innovation Fair on April 18, the Alameda Home & Landscape Show from April 24-26 and FuelFest on May 30.
“The new BUSC Futsal courts will offer tournaments and bring visitors to the region. Year-round destinations like the Golf Center, Off Track Betting and the Stable Café continue to draw regular visitors and remain popular,” Moore added.
The main draw is approaching the far turn as well.
We’re three months away from the 2026 Alameda County Fair – set to run Wednesdays through Sundays from June 19 to July 12 for 18 days of summer fun, including on America’s 250th anniversary.
Fair officials sent out a press release on Monday highlighting the familiar and new offerings on the schedule so far.
One note that caught my eye was that as part of the annual Foodie’s Choice Awards, new entries will include the Spam Wonton Taco, the Pickled Corndog, and the Elvis Presley Sandwich with sliced sourdough, peanut butter, sliced bananas and bacon.
The concert announcements also stand out to me. About half of the acts have been confirmed for the bill, as the fair likes to drum up support by slow-releasing the names and dates.
Recent additions have included The Gene Simmons Band (fronted by the KISS co-founder) on opening night, country group Lonestar (of “Amazed” fame) on June 21, Oakland-based funk band Tower of Power on July 2 and A Tribute to Demon Hunters on June 27. The last one should sell out quickly, considering how many kids’ homes and family cars have been blasting “Soda Pop”, “Golden” and other hits since the movie dropped on Netflix last year.
Another newbie for the county fair in 2026 will be the California Signature Wine Awards, an inaugural collaboration with Livermore Valley Wine Community uniting the fair’s Wine Competition and wine country’s Uncorked! contest.
“By working together, we’re creating more opportunities for consumers and industry professionals to discover the exceptional quality and diversity produced across the state,” LVWC Executive Director Brandi Lombardi said in a press release.
Submissions are being accepted through April 22. The winning wines will be celebrated during Uncorked! on May 15 at McGrail Vineyards & Winery in Livermore and during the fair’s Wine Fest on June 27.
I’m interested to see how the fair utilizes the former horse track this time around. Of course last year was the first fair without the ponies after the Northern California racing industry all but went belly up.
“Like many in our community, we were disappointed not to have horse racing, which had been an important part of the Fair’s history for over a century,” Moore acknowledged. “While there was certainly some uncertainty about what the year might look like without it, we were extremely pleased by the strong response from the community to Action Sports and other new activities we introduced at the Grandstand. Visitors were very receptive to those experiences.”
Last year was certainly a big win on paper, as the Alameda County Fair set internal records for awards from International Association of Fairs and Expositions and the Western Fairs Association – the two major industry competitions.
I also pressed Moore on plans for the fairgrounds’ future, which has remained a source of speculation for years but particularly in the wake of COVID and the end of horse racing.
“We continue to reinvest in the property and improve the grounds year after year so the fairgrounds remains a premier destination for promoters,” she said, not tipping her hand too much. “Right now we are focused on updating infrastructure and modernizing the property so it can continue to serve the community.”
“One project we would like to pursue, but currently do not have funding for, is upgrading Building B to accommodate large-scale events,” Moore added. “Improvements like that would expand our ability to host major events and would support the fairgrounds’ role as a designated Regional Disaster Recovery Center for the California Office of Emergency Services, allowing the facility to better serve the community in the event of a regional emergency.”
Editor’s note: Jeremy Walsh is the associate publisher and editorial director for the Embarcadero Media Foundation’s East Bay Division. His “What a Week” column is a recurring feature in the Pleasanton Weekly, Livermore Vine and DanvilleSanRamon.com.
More than fair: Pleasanton 'grounds generate $312 million in annual economic impactMarch 12, 2026 4:17 pm
