The 107th Florida State Fair Deemed a Success By Rip Stalvey
FLORIDA FAIR NEWS CONTINUED…..………..……………………………………….. A “last minute event” was watching Rip Stalvey, Director
2011 the 107th edition of the Florida State Fair was deemed a rousing success. “We were blessed with great weather this year and that encouraged lots of guests to come out and enjoy the Fair,” said Chuck Pesano, Executive Director of the Florida State Fair Authority. Attendance this year fell just short of 487,000, not a re-
After the gates closed for the last time on February 21,
cord but well above average attendance, ranking fourth out of the last sixteen years. Revenue was another story how- ever, ranking first out of the last sixteen years. It was obvi- ous that guests were enjoying themselves, riding rides, eat- ing outrageous fair foods, and taking in all the exhibits and entertainment. The 2011 Florida State Fair saw increases in youth live-
stock entries this year as well. More than 1200 youth ex- hibitors from around the state were showing everything from steers to Llamas and everything in between. “The quality of our youth and the animals they show gets better every year,” said Vina Jean Banks, Director of Agribusiness for the Fair Authority. The Florida State Fair changed its’ marketing approach
this year. “Everything from media buys to radio and TV commercials were done by in-house staff,” said Rip Stalvey, Director of Marketing and Museum Operations for the Fair Authority. The Fair Authority Marketing Staff made the decision after the 2010 Florida State Fair to stop out sourcing everything and to do it themselves. “We felt we didn’t need to depend on outsides agencies and people who didn’t know the Fair as well as we did,” Stalvey added. The results were that it reduced the Authority’s marketing budget by approximately 10% and resulted in greatly im- proved marketing results, in some cases doubling the re- sults of the previous year. This year the Authority moved to drop the use of a new
theme each year and instead begin the process of branding the Fair. A new tag line, “The Best Time of the Year” was introduced and will be used over and over during the com- ing years. On the midway 105 rides and attractions provided guests
with lots of high speed fun and enjoyment. “We probably have more coasters and giant wheels than anywhere else,” said Fred Brown, Director of Operations for the Fair Author- ity. Brown works hard every year to put together a midway second to none and always strives to have the best of the best. Also featured this year was a helicopter trapeze act flying high above the fairgrounds several times daily. Cracker Country, the Fair Authority’s rural Florida living
history museum debuted its’ African American Sharecrop- pers exhibit this year. There were lots of interactive dis- plays, photos, and artifacts used to tell the story of the early African American Sharecroppers life and contributions to early Florida agriculture. Over the coming years the plan is to develop this exhibit into a fully functioning home site, complete with hands-on learning activities and first person interpretation.
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of Marketing and Museum Operations keep his pledge to the staff. He pledged that if the staff worked hard to put on a great Fair they could shave his head. On the last day he honored that pledge and the staffs’ hard work, and now sports a shiny new chrome dome as the result. One of the highlights of the 2011 Florida State Fair was
seeing Adam Putnam, Florida’s Commissioner of Agricul- ture and Pam Bondi, Florida’s Attorney General ride down the giant slide. They were accompanied by some 4H and FFA youth ambassadors and everyone had a great time. Hopefully this won’t be the last time we get to watch this race. “There are lots of metrics for measuring success, for us
here at the Florida State Fair success is all about producing an event that showcases the best in Florida agriculture, provides family oriented fun and entertainment, and it has
Commissioner of Agriculture Adam Putnam and At-
torney General Pam Bondi, accompanied by 4H and FFA members, enjoy a race down the Giant Slide at the 2011 Florida State Fair.
Florida Fairs Be sure to send in an article about
your Fair for the next issue of the Faircracker Articles due by October 1st
to provide a good value for our guests,” concluded Pesano.
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