SAANICH FAIR
Where: 1528 Stellys Cross Rd., Saanichton
When: Saturday, Aug. 31 to Monday, Sept. 2
Admission: $15 ($10 for youth and seniors) from saanichfair.ca or at the door
Though the Saanich Fair is the oldest operating agriculture fair in Western Canada, and attracts more than 40,000 people annually, Diana McMurtry believes she always needs to be one step ahead when it comes to the planning process.
“It’s hard to keep up with what customers want,” said McMurtry, president of the North and South Saanich Agricultural Society. And by implementing changes to the upcoming edition — including more midway rides and food vendors— she hopes to ensure another century-and-a-half of success for the hugely popular event.
“We have been working hard for the past four years, basically revamping the fair, the organization, and the staff,” McMurtry said. “Completely new board, new look, new feel. It’s completely new. Basically the only part that is old here are the buildings.”
Changes have been constant in recent years, following the amicable departure of several key staff and directors. The festival took on a new identity post-COVID; an entirely new board was elected in 2021, and hit the ground running, McMurtry said.
McMurtry is not technically a newbie; she grew up on the Saanich Peninsula and attending was a yearly outing for her family. But how it looks today is radically different from what she remembers as a child — even though “one of our biggest complaints is that the fair hasn’t changed in 20 years,” she said with a laugh. “It’s our numbers that never change.”
That’s good news, in her opinion. Last year, the event saw 42,000 people through that gate. She is prepared for an increase on that total, with a record-setting 32 food vendors in place for the weekend. The parking area can now accommodate up to 5,000 vehicles, another career high.
Music has always been a big part of the fair, but in recent years, with appearances by classic rock acts Trooper, Kim Mitchell, and Chilliwack, attendance has greatly improved around the main stage area. “I believe, the more we spend on bigger bands will draw more people and we’ll make more money,” said Kathy Macdonald, entertainment chair for the Saanich Fair.
This year’s headliners include Fleetwood Magic on Saturday and Jon and Roy and Streetheart on Sunday, each of whom would normally cost upwards of $40 per ticket to see on their own. They are presented effectively free of charge as music is included with paid admission to the Saanich Fair. The addition of an impressive undercard, featuring everyone from Central Saanich performer Luke Lampard to Victoria acts Tight Hair Disco and Slim Sandy and the Hillbilly Boppers, adds even more value to the program.
“It’s a huge deal to bring these people, because everybody can see them for free,” Macdonald said.
There’s more. Zero-gravity Alien Abduction and 100-foot arm ride Frenzy have been added to the list of amusements on the midway, which has been expanded to a footprint of 25,000 square feet. “We have the biggest midway we’ve ever had,” McMurtry said. “We’re up to 29 rides, from 21 last year.”
A team of three employees is responsible for running the Saanich Fairgrounds on a year-round basis, with everything from car shows and horse shows to weddings and country markets on the schedule. But summer staffing levels rise to eight full-time positions during fair operations. Those numbers might rise if McMurtry can increase revenue in the coming editions — which is why so may changes are in place this year.
“We’ve moved a few things around this year, so people are going to have to look for things.”
An improved Kids Zone, with bouncy castles and a carousel, is among the new additions. Entertainment aimed exclusively at families with young children has also been added to the schedule. “It lets families kick back and relax a little bit, and not be caught in the midway.”
Donkeys and sheep have been relocated, which cut down on the amount of tenting organizers needed to rent. That speaks to how costly running a production like the Saanich Fair has become, according to McMurtry. It is her job to save money — and cutting tents, of all things, was an easy step in the right direction. Tent pricing today is close to double what it was before the pandemic, she said.
That type of inflation is across the board, she said. “We have 6,000 feet of portable fencing. To give you an example, the cost of that rental before COVID is one-third of what we’re paying now. It’s just insane, the cost of things.”
The site is open from 9 a.m. until 9 p.m. on Saturday and Sunday, and from 9 a.m. until 6 p.m. on Monday. That’s a lot of in-and-out traffic, which McMurtry knows will need to be addressed at some point. Renovations are underway on several buildings on the property, which will accommodate the fair’s growing popularity.
“It’s going to look a little bit different in the next five five years,” McMurtry said. “We are making a lot of changes.”
