State Fairs 2024

Competition to attract visitors to special events is fierce. Still, this year’s Iowa State Fair set attendance records, and more than two million people are expected to converge at the State Fair of Texas over 24 days. In addition to the typical need to ensure enough bathrooms and restaurants to feed hungry crowds, lessons from a state fair on staying relevant in a competitive market might just help any attraction. 

State fairs offer novelty—where else will you see life-sized butter cows? Tom Owen, PGAV Vice President, says, “We often tell museums and other attractions that there’s no such thing as a permanent exhibit. A fair offers a sense of urgency and exhibits that will surprise and delight visitors.” Temporary exhibits and special events provide a similar influx of excitement and FOMO for all attractions. 

State fair exhibits also explore more serious topics, such as innovative indoor growing facilities and STEM demonstrations. Yet they do so in a way that’s infused with a fun atmosphere and quirky, lighthearted vibe. Don’t miss the Quilt on a Stick exhibit at the Minnesota State Fair! 

The livestock competitions at state fairs are intense, showcasing competitors’ passion, skill, and dedication. These events are the agricultural equivalent of a state football or basketball championship. Yet, the arenas are often rundown or outdated, detracting from the experience for competitors and visitors. Owen says, “If these competitions are significant for so many people, then the venue should reflect their importance. The space where these events take place should embody the pinnacle of success, representing the pride of the state and honoring the achievements of the individuals involved. The branding of this experience is crucial: the environment must match the prestige of the event, elevating the occasion for everyone involved.”