New York state is spending nearly $2 million this year to promote the county and local fairs that dot upstate, launching a wide advertising blitz and a new “County Fairs Passport” program aimed at getting New Yorkers and out-of-state visitors onto the fairgrounds.

“As a former 4-H kid, I know how impactful our county and youth fairs are — creating memories of a lifetime and providing incredible opportunities for fairgoers to learn more about New York agriculture,” said Gov. Kathy Hochul. “With the launch of these new initiatives, we are encouraging all New Yorkers to get outside and visit their county fairs, experience incredible agricultural exhibits, and enjoy great food and entertainment all summer long.”

With the fair passport program, the state is hoping to encourage people to travel around upstate and visit more than just their local county fair. Passport booklets, which can be stamped at any one of the more than 50 participating county or local fairs, can be picked up at local Cornell Cooperative Extension offices, the NY Welcome Centers along major highways and at state parks.

Each fair will also be a part of a statewide scavenger hunt, run through the new Taste NY app. Prizes include free tickets and parking for two at a state fair concert of their choice, or two free statewide fair passes valid at any Association of Agricultural Fairs-affiliated fair.

The North Country is being targeted by these programs and promotions: A 30 second TV ad is being run in the Watertown and Plattsburgh markets, and radio advertisements are running in the Jefferson/Lewis and Saratoga/Lake George radio markets.

Billboards with advertisements will also be put along major highways in the Watertown region.

A pilot program to help people get to these local and county fairs is also being put together — on July 24 the Booneville-Oneida County Fair will participate by running a shuttle to bring young people from Utica get to the Booneville fairgrounds for free. Officials said they expect that pilot program to expand and will open applications for other fairs to participate this fall after the fair season finishes.

“We are proud to stand alongside our partners at the county fairs and, with the help of this robust marketing and advertising campaign, help them tell their story to fairgoers across the state,” said state Agriculture Commissioner Richard A. Ball. “It’s our hope that by visiting a county fair, or two, or three this summer, New Yorkers will get to get a closer look at our agricultural products, practices, history, and traditions, and learn more about and support the community they’re visiting.”