This summer, fairgoers at the San Diego County Fair can do more than ride the Ferris wheel or munch on funnel cakes—they can shop for handcrafted jewelry, sip cocktails, and even get a tattoo, all under one roof.
Fair organizers have announced the launch of the San Diego Marketplace, a brand-new attraction housed inside the 31,000-square-foot Wyland Center at the Del Mar Fairgrounds. Designed as a hybrid of street fair and boutique shopping mall, the Marketplace is the fair’s most ambitious attempt yet to blend local entrepreneurship, food culture, and hands-on art experiences into one immersive venue.
“A new kind of shopping experience”
Unlike the usual scattered vendor stalls typically found across the fairgrounds, the San Diego Marketplace offers a streamlined, retail-style layout. Visitors can browse dozens of curated vendors and make purchases at a centralized checkout—mirroring the convenience of a mall while maintaining the quirky spirit of a summer fair.
Among the standout local businesses setting up shop is Bosky Hat Co., a family-owned brand offering hand-drawn hats, and Savage Bee-ches, a Black-, woman-, and veteran-owned honey company born from a backyard beekeeping passion and a mission to protect pollinators.
Art also takes center stage. Nicholas Ivins brings pet-themed illustrations, while FunWater Stand-Up Paddle Boards, a Vista-based company inspired by SoCal surf life, will be selling their beach-ready boards.
Local artisans take the spotlight
Fair organizers have provided a preview of other local artisans who will be featured at the Marketplace:
Yambala Designs – Handmade jewelry crafted from natural semi-precious stones including opals, quartz, and pearls.
Avalon Highway – A boutique destination for country-inspired fashion, perfect for summer concerts.
AH Studio – Freshwater pearl jewelry pieces that blend elegance and affordability.
OG Images – A mobile portrait studio offering instant digital and printed keepsakes.
The Caricature Entertainment – Oceanside-based caricature artists delivering live, on-the-spot sketches for fairgoers of all ages.
Get inked at the fair
In a first for the San Diego County Fair, visitors will be able to leave not only with memories—but with permanent ink.
Bay Ink Tattoo will operate a full-service tattoo and piercing booth within the Marketplace. Appointments and walk-ins are welcome, with a selection of flash art inspired by classic fair themes—think cotton candy, rollercoasters, and Ferris wheels. For the adventurous, the shop will also offer a “mystery tattoo” option, where the artist selects the design.
Food between finds
Fairgoers looking to recharge between shopping and inking can stop by Between the Buns, a new food vendor inside the Wyland Center. This booth is turning heads with two standout dishes in the fair’s 2025 “Fair-tastic Foods” semifinals: Texas Toast Fried Chicken Tacos and Pork Belly Bao Buns.
For those with a sweet tooth, the Candy Maze offers bulk candy by the pound, and nearby, the Sand Bar will serve up craft cocktails and beverages in a relaxed setting—an ideal pitstop during a packed day at the fair.
Showcasing young talent in ag mechanics
The Marketplace isn’t just about shopping and snacks. In partnership with the fair’s Ag Mechanics program, 4-H and FFA students will display and auction off custom-built farm equipment—ranging from trailers to fencing—all created from scratch. The program not only highlights student craftsmanship but offers fairgoers a glimpse into the future of farm technology.
A new tradition in the making
The San Diego Marketplace marks a significant expansion in what the fair offers: part artisanal showcase, part entertainment hub, and part food court—with an added dash of ink.
The 2025 San Diego County Fair, themed “Summer Pet-tacular,” runs from June 11 through July 6, and will be closed Mondays and Tuesdays. In addition to the new Marketplace, attendees can expect the usual lineup of carnival rides, concerts, animal shows, and over-the-top fair food.
With its blend of artisan talent, culinary creativity, and interactive experiences, this year’s fair promises something for everyone—and for the first time, that might even include a tattoo.
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