KELOLAND.COM - Turning Fairs Around.
Jerome Hertel took over as the manager of the South Dakota State Fair in 2008. Before that, he worked at the Sioux Empire Fair for ten years. This last year, State Fair gate revenue increased six percent from the year before, while revenue generated from grandstand events climbed by 53 percent. And Hertel says whoever takes over at the Sioux Empire Fair must come up with a business plan. The South Dakota State Fair has had its shares of ups and downs. From revenue shortages, date changes and even legislation proposals to eliminate the event, the fair turned around in 2008. "There's a lot of planning and a lot of hard work that's involved in putting on a fair and the off-season events that take place here," said Hertel. Hertel says the state fair and the Sioux Empire Fair are quite similar. They both rely on agriculture and a mix of entertainment. But with issues swirling around the Sioux Falls event, Hertel says whoever comes in to take the reigns must form a business strategy for success. "Looking at different things and staffing levels, developing a marketing plan for the fair, taking a look at different programs and programming for the fair,” Hertel said. Hertel says the ultimate goal should be financial stability. He says that means it must continue to focus on events outside of the fair season.%
