Backers say survival depends on change

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JERREY ROBERTS

NORTHAMPTON - The Three-County Fairgrounds have been around for nearly two centuries, but odds are good that the venerable institution won't stick around for another 100 years without a major face-lift.

That's why supporters of a plan to revamp the 55-acre site reacted excitedly this week when an expert in arena design unveiled a master plan that will guide the multimillion-dollar redevelopment over the next 10 to 15 years.

Bruce Shallcross, general manager of the Three-County Fairgrounds, said the board of directors liked what they saw Tuesday night from Curtis Catron of Knoxville,Tenn.-based Bullock Smith & Partners. Catron presented the master plan to that board and to a neighborhood group Wednesday night.

"They're ready to go," said Shallcross. "Now we just have to figure out how to pay for it ... it's a big project and we're going to need help on it from somewhere."

Discussions will also begin soon regarding payment options. At a meeting Wednesday night before residents and fairground neighbors, Catron said the total cost for the project would be $40 million. He said multiple sources for financing are under consideration, and the entire process could take 10 to 15 years to complete.

The development's marquee attraction will be a new 80,000-square-foot, climate-controlled exhibition building to be constructed near the back of the fairgrounds at the corner of Fair Street and Cross Path Road.

More than a dozen horse stalls that run along Cross Path Road between Fair Street and Old Fairy Road would be demolished to make room for the new exhibition building and a gravel lot to the north. The lot would be used for parking and would double as an area for "tent pads," or horse stalls, during larger horse shows. The north side of this gravel lot also would be used as a more visible location for the carnival during the annual Three-County Fair.

Catron said this site beat out two other options because of the availability of nearby open space for parking, which is critical if the fairgrounds hopes to host multiple events at once.

"If you have a large exhibit event that is parking-intensive, you need 17 acres of parking," Catron said.

Plans show construction of a large, paved parking lot across Fair Street and south of the exhibition building next to the fairground offices. Additional parking areas would be located to the north of the exhibition building and along the front lawns of the show rings throughout the facility. These parking areas will provide the best access to the exhibition building, Catron said.

The selected site will also cause the least disruption in fairgrounds operations during the 14 to 18 months when the exhibition hall is being constructed.

Year-round benefits

Supporters say the redevelopment project, scheduled to begin in 2010 and take at least a decade to complete, is critical to the long-term success of the fairgrounds.

The exhibition building will enable fairground officials to host various events on a year-round basis, as well as multiple events at one time. In addition to horse shows, the annual fair and Paradise City Arts Festival, the fairgrounds will be able to host computer, flower and antique shows, to name a few.

It also could potentially double the amount of revenue generated. According to a 2005 feasibility conducted for the city, completion of the exhibition hall alone would more than double the fairgrounds revenues to nearly $35 million from the current $15.5 million. Hotel taxes would jump from $67,000 to $140,000, and state taxes would go up from $490,000 to $1 million.

Catron cautions that it would take a number of years after the building is complete to see these projected figures come to fruition mainly because the shows the fairgrounds would want to attract book as much as three years in advance.

"These are 2005 figures, but when you take into account inflation, it still basically doubles the revenue when the building achieves full capacity," said Catron.

Shallcross said the consulting firm will be asked to update the economic impact of the development now that the master plan is finished.

Other developments

Aside from a maintenance facility and an existing 40,000-square-foot arena, which is due for an extensive renovation, nearly every building at the fairgrounds will be demolished over time to make way for numerous new structures to be constructed throughout the site. Additionally, three new show rings will be constructed to go with the five already located on the site.

Two of the show rings would be located next to each other on a portion of the current race track infield. Most of the rest of the current infield and the part of the race track opposite the grandstand, which would be rebuilt and overlook this area, would be the new location for three, multi-purpose, side-by-side barns. The third show ring would go up on the front side of the property not far from Old Ferry Road.

Additionally, a 40,000-square-foot, multi-purpose livestock building and a 56,000-square-foot covered show ring building would be located kitty-corner from each other on either side of Fairgrounds Road near the property closest to Route 9.

Other work involves improvements to areas where recreational vehicles park, and upgrading electrical and sound systems, drainage and landscaping.

Chad Cain can be reached at ccain@gazettenet.com.