‘We’re not taking it lightly’: Future of Utah Arts Festival in jeopardy following shortfall this summer

SALT LAKE CITY (ABC4) — After not meeting attendance and revenue goals for 2024, the Utah Arts Festival is now facing uncertainty — and asking for the public’s help.

“As a result of lower-than-anticipated attendance and the impact on related revenue, we do not currently have the financial capacity to meet all of our outstanding expenses, maintain operations and begin preparing for our 2025 event as we normally would,” a statement on the festival’s website reads.

This news comes as a shock to many who hope to see the festival continue. Maggie Willis, a local artist who has been creating art for children to enjoy at the festival for nearly two decades, hopes her baby will grow to see the summer tradition of 48 years live on.

“I want Allura and all other kids her age to have an opportunity to be in the arts, to be exposed to arts, and all of the different artists who come from all over the country,” she said.

But, following the numbers this summer, the future of the festival hangs in limbo. The event’s executive director, Aimee Dunsmore, said the Utah Arts Festival lost around $200,000.

“It’s a big mountain to climb financially and we’re not taking it lightly,” she said.

Attendance in the past was around 65,000 – 75,000 people. This year, Dunsmore explained, it dropped to less than 40,000.

“We’re traditionally the last full weekend in June. That’s how it’s been for the last 48 years. But this year, more than ever, I think people felt it was late,” she said.

The festival fell on June 28 – 30. Dunsmore said that being so close to July 4 may have played a factor in the drop in attendance. The online statement also lists a few additional reasons, such as extreme summer heat and two major concerts on the Saturday of the festival.

Going forward, Dunsmore said organizers are looking at what changes can be made to help with attendance, revenue, and expenses.

“Is it changing the dates? Is it changing the location, retooling the programming to be something different?” she said. “How do we operate in this new reality with the current attendance and changes in expenses and income? That’s what we’re really looking for.”

The Utah Arts Festival is asking for donations to offset what happened and keep the tradition going, as well as feedback on what can be improved for next time.

“We’re open to all of that feedback. We want to be a vibrant part of this community with all of that energy that we bring, and it’s important for us to have the community’s involvement as we move forward,” she said.

2026 marks the 50th anniversary of the festival. Organizers remain optimistic they can make necessary changes to have it continue to run by then.

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