Month: December 2018

 

Jessica Underberg, CEO & Fair Manager of the Erie County Agricultural Society, was recently elected as the 2019 Chair of the International Association of Fairs & Expositions (IAFE). The appointment took place during the IAFE Annual Convention in San Antonio, TX. During the course of the year Underberg will be the spokesperson for the fair industry visiting and speaking at fairs and events across North America. Underberg becomes only the second representative from Western New York to hold this international position following the election of former Erie County Fair Manager Paul Laing to Chair in 1990.

 

 

In 2017, Jessica was appointed as Chief Executive Officer & Fair Manager of the Erie County Fair. Her current responsibilities include all aspects of the 12-month operations of the 270-acre Erie County Fairgrounds. She leads activities related to the annual Erie County Fair, all non-fair events and oversees 50 full-time, 15 part-time and over 750 seasonal employees.

 

 

Her involvement in the Erie County Fair began in 1985 while participating in various exhibits in the Fair’s Youth Development Building. Underberg began working for the ECAS in 1996 when she began working part-time in the Fair’s Administrative Office. Following graduation from Canisius College in 1998, where she earned a Bachelor of Science Degree in Social Sciences, she joined the Society full-time. In 2000 she was named the Fair’s Agriculture and Competitive Exhibits Manager.

 

 

During Underberg’s tenure as Agricultural Manager, she drew deep into her own agriculture background having grown up on a family dairy farm in nearby Collins, New York. In 1999 she created the Fair’s AgSperience exhibit to bring fairgoers closer to farmers, their animals and crops. The success of this program resulted to the development and construction of the Agricultural Discovery Center in 2014. In 2010 she created the award winning Farm 2 Table educational program with the goal to teach students about the importance of agriculture in their lives, reinforce healthy nutrition and to engage their natural curiosity through a multimodal approach.

 

 

She actively participates in a network of professionals among national and international fair associations. In 2007, Jessica earned her Certified Fair Executive status from the International Association of Fairs and Expositions (IAFE). She has served on various IAFE committees and has been elected to numerous leadership posts including being the IAFE’s Board of Directors Zone 1 Representative from 2014 to 2016. In 2008 Underberg was on a team that helped develop the IAFE’s Young Professionals Initiative as a way to encourage a new generation of leadership among fairs across the world.

 

 

She is a member of the New York State Association of Agricultural Fairs where she served as the organization’s President in 2010-2011 and was on the Board of Directors of the Cornell Cooperative Extension from 2009 to 2011. She represented the Erie County Fair at the Royal Agricultural Society of the Commonwealth’s conferences in Edinburgh, Scotland in 2010 and Brisbane, Australia in 2014. She is a member of Buffalo’s Business First “40 under 40” class of 2014.

 

 

Underberg resides in Springville, New York with her husband Mark and her two daughters Lilly and Ella.

 

 

About the Erie County Fair

The Erie County Agricultural Society is a private not-for-profit membership organization. Established in 1819, the Society is the oldest civic organization in Western New York. The mission of the Erie County Agricultural Society (ECAS), sponsors of the Erie County Fair, is to preserve and enhance, by educational endeavors, the agricultural and historical legacy of New York State. The Fair strives to fulfill appropriate aspects of the agricultural, educational, entertainment and recreational needs of Western New York. The 2019 Erie County Fair is scheduled for August 7^th -18^th. (www.ECFair.org).

 

 

About the International Association of Fairs and Expositions (IAFE)

 

Based in Springfield, Mo., the IAFE is a nonprofit corporation, serving state, provincial, regional, and county agricultural fairs, shows, exhibitions, and expositions. Its associate members include state and provincial associations of fairs, non-agricultural expositions and festivals, associations, corporations, and individuals engaged in providing products and services to its members, all of whom are interested in the improvement of fairs, shows, expositions, and allied fields. The IAFE was founded in 1885 with a half dozen fairs as members. Today, over 2,500 fairs, festivals, expositions and suppliers in the United States and internationally, are members of IAFE.

 

A ranking of top fairs and exhibitions has named the Erie County Fair the largest county fair east of the Rocky Mountains, the 4^th largest county fair in the United States and 13^th largest fair overall in North America in 2018. The ranking of fairs, based on attendance, is published annually by CarnivalWarehouse.com. The “Top 50 Fair” list includes all county and state fairs, exhibitions and rodeo shows in the United States and Canada.

 

#1 San Diego County Fair, Del Mar, CA                               1,561,236        31 days

#2 Orange County Fair, Costa Mesa, CA                             1,470,636        31 days

#3 Los Angeles County Fair, Pomona, CA                         1,251,209        24 days

#4 ERIE COUNTY FAIR, HAMBURG, NY                           1,198,789        12 days

 

 

“This ranking is something that the entire Buffalo-Niagara region can take pride in accomplishing,” said Marty Biniasz, Erie County Fair Marketing Manager. “When looking at the ranking, you need to consider that the Erie County Fair out draws most state fairs in the United States. The west coast county fairs that rank above us benefit from a much longer operating run and are located in top 10 US population markets.”

 

 

In 2018, the “Best 12 Days of Summer” in Western New York State concluded with a final attendance of 1,198,789.  This is a .46% increase from 2017 and was the second highest attended Fair in the Erie County Fair’s history. The all-time record was achieved in 2014 with 1,220,101.

 

 

The following is CarnivalWarehouse.com’s 2018 Top 25 Fairs:

 

#1          Houston Livestock Show & Rodeo, Houston, TX – 2,408,550

#2          Texas State Fair, Dallas, TX – 2,049,118

#3          Minnesota State Fair, St. Paul, MN – 2,046,533

#4          San Antonio Livestock Show, San Antonio, TX – 1,900,000

#5          San Diego County Fair, Del Mar, CA – 1,561,236

#6          Eastern State Exhibition, Springfield, MA – 1,543,470

#7          Orange County Fair, Costa Mesa, CA – 1,470,636

#8          Canadian National Exhibition, Toronto, ON – 1,400,000

#9          Great New York State, Syracuse, NY – 1,279,010

#10        Calgary Stampede, Calgary, ALB – 1,271,241

#11        Los Angeles County Fair, Pomona, CA –  1,251,209

#12        Fort Worth Stock Show & Rodeo, Fort Worth, TX – 1,214,000

#13        ERIE COUNTY FAIR, HAMBURG, NY – 1,198,789

#14        Iowa State Fair, Des Moines, IA – 1,130,260

#15        Arizona State Fair, Phoenix, AZ – 1,107,696

#16        Washington State Fair, Puyallup, WA – 1,100,000

#17        Wisconsin State Fair, West Allis, WI – 1,037,982

#18        Tulsa State Fair, Tulsa, OK  – 1,025,000

#19        North Carolina State Fair, Raleigh, NC – 977,256

#20        Ohio State Fair, Columbus, OH – 908,306

#21        Indiana State Fair, Indianapolis, IN – 860,131

#22        Oklahoma State Fair, Oklahoma City, OK – 850,000

#23        K Days, Edmonton, ALB –  808,009

#24        National Western Stock Show, Denver, CO – 705,574

#25        Pacific National Exhibition, Vancouver, BC – 705,381

 

 

See complete list at: http://carnivalwarehouse.com/files/top50/2018list.pdf

 

The Erie County Fair was recognized internationally with seven first place awards in a recent competition sponsored by International Association of Fairs and Expositions (IAFE). A total of 25 awards were received. The Erie County Fair competed in a divisional class that consisted of fairs with attendance of over one million, which puts the Erie County Fair in the same class as many of the largest state fairs. The Erie County Fair won awards in the following categories:

 

 

AGRICULTURAL AWARDS

1^st Place – Innovative Ways To Use Technology (QR Codes in Urban Farming)

1^st Place – Agriculture Education Photo

2^nd Place – Non-fair related agriculture event (Adult Ag-Education programs)

2^nd Place – Livestock

2^nd Place – Agricultural program area beautification (Urban Farming Trail)

 

 

HALL OF HONOR COMMUNICATIONS AWARDS

1^st Place – Overall Marketing Campaign

1^st Place – Website

1^st Place – Marketing/Promotional Display Piece (Erie County Fair Beer)

1^st Place – Promotional Advertising Poster

2^nd Place – Newspaper Ad: Black & White

2^nd Place – Electronic Newsletter

2^nd Place – Web Advertisement

3^rd Place – Single Brochure/Flyer

3^rd Place – Use of Technology (Fair Day Live television show)

3^rd Place – Promotional Event (New Food Showdown Celebrity Judging)

 

 

COMPETITIVE EXHIBITS AWARDS

1^st Place – Off Season Non-Animal Contest (Hay Bale Throwing Competition)

2^nd Place – Display Method or Prop (Divider Wall Made of Pallets Used)

2^nd Place – Single Photo of a Display

2^nd Place – Display Photo Series

3^rd Place – Single Photo of a General Display, Non-Animals

3^rd Place – New Single Class of Non-Animal Competitive Exhibits

3^rd Place – General Display Photo Series

 

 

INNOVATION IN SPONSORSHIP AWARD

3^rd Place – Sponsorship Innovation (General Welding/WNY Snow Gauge)

3^rd Place – First Time Sponsorship (Lake Shore Savings Bank/Charging Stations)

3^rd Place – Sponsorship Continuity (Made In America/Daily Flag Retreat Ceremony)

 

 

The awards were presented at the IAFE Convention in San Antonio, Texas that was held November 25-28, 2018. Over 2,500 fairs, festivals, expositions and suppliers in the United States and internationally, are members of IAFE.

 

The Erie County Fair was recognized internationally with the “Best Overall Marketing Campaign” award at the 127th Annual Convention of International Association of Fairs and Expositions (IAFE) held in San Antonio, Texas. This is the first time in the Fair’s 179 year history that it has won the top marketing award in North America.

 

 

The Fair received the award for its 2018 advertising campaign titled, “Best 12 Days of Summer.” The judged campaign included all advertising elements including poster graphics, brochures, outdoor, television, radio, print display advertising, digital media, use of social media, website, merchandise and related promotional materials. The Erie County Fair competed in “Division 5” of the IAFE’s Hall of Honor Communication Awards which represents fairs with attendance of one million or more.

 

 

“The primary goal of the “Best 12 Days of Summer” campaign was to equate the Erie County Fair with all that’s good about summer in Western New York State,” said Jessica Underberg, Fair CEO. “ Not only is the Fair “The Best 12 Days of Summer,” but the strategy communicated that the “best” food, entertainment, animals, rides and family fun could be found at the Erie County Fair.”

 

 

In addition to the “Best Overall Marketing Campaign” recognition, the Erie County Fair’s marketing team received three “1^st place” awards for excellence in “Best Promotional/Advertising Poster,” “Best Website,” and “Best Marketing Promotional Display or Piece.” The “Best Marketing Promotional Display or Piece” was won for the Fair’s Erie County Fair Beer project that was brewed and bottled locally by Flying Bison Brewery and sold through Try-It Distributing.

 

 

The Erie County Fair partnered with Buffalo’s Wynne Creative Group, a nationally recognized marketing and branding firm, to develop the 2018 campaign. Wynne Creative Group has served the Erie County Fair since 2003. Wynne Creative Group specializes in design, brand development and advertising. Website design and support was provided by Saffire.

 

 

About the International Association of Fairs and Expositions (IAFE)

 

Based in Springfield, Mo., the IAFE is a nonprofit corporation, serving state, provincial, regional, and county agricultural fairs, shows, exhibitions, and expositions. Its associate members include state and provincial associations of fairs, non-agricultural expositions and festivals, associations, corporations, and individuals engaged in providing products and services to its members, all of whom are interested in the improvement of fairs, shows, expositions, and allied fields. The IAFE was founded in 1885 with a half dozen fairs as members. Today, over 2,500 fairs, festivals, expositions and suppliers in the United States and internationally, are members of IAFE.

 

About Wynne Creative Group

 

A nationally recognized firm headquartered in downtown Buffalo, NY. Founded in 2002, the group specializes in design, advertising, publications and brand development. The firm provides communication and marketing solutions to local, national and global businesses. Their industry experience includes hospitality, financial services, food and beverage, medical services and not-for-profits. (www.wynnecreative.com)

 

About the Erie County Fair

 

The Erie County Agricultural Society is a private not-for-profit membership organization. Established in 1819, the Society is the oldest civic organization in Western New York. The mission of the Erie County Agricultural Society (ECAS), sponsors of the Erie County Fair, is to preserve and enhance, by educational endeavors, the agricultural and historical legacy of New York State. The Fair strives to fulfill appropriate aspects of the agricultural, educational, entertainment and recreational needs of Western New York. The 2019 Erie County Fair is scheduled for August 7^th -18^th. (www.ECFair.org).

 

 

The Erie County Agricultural Society has announced a revised gate admission structure. Under the plan that will go into effect during the 180^th Erie County Fair in 2019, full-price, adult gate admission will increase from $10 to $12.  The revised admission cost is the first gate increase for the Erie County Fair in a decade. The official announcement was made during the Society’s annual membership meeting held Wednesday at the Fairgrounds Event Center.

 

Changes to gate admission will also be reflected in the Fair’s senior admission price as well as “early bird” and “student” pricing. The Fair’s advance sale program, which takes place prior to opening day, will see prices remain the same in 2019 with adult admission $7 and a senior ticket priced at $5. All children 12 and under will continue to be admitted for free.

 

“Our board evaluates our gate prices annually and has not increased gate admission since 2009. Moving forward, these adjustments will greatly help the Erie County Fair better serve fairgoers due to increasing labor costs as well as the rising prices for public safety, emergency services, grounds infrastructure, fair production and entertainment,” said Fair CEO & Manager Jessica Underberg. “During the 10 years since our last restructuring, we found opportunities to provide incredible value to our loyal fairgoers through free grounds entertainment, education and safety and attractive grounds. The increase to our full price gate admission ticket will allow the Society to continue to provide fairgoers with an exceptional Fair experience which has come to symbolize the ‘Best 12 Days of Summer’ in Western New York.”

 

The following is a summary of 2019 gate admission restructuring:

 

 

 

Opening Day admission to the Fair on Wednesday, August 7^th will be free for those patrons who donate two cans of food to benefit the Food Bank of WNY. The Fair will also provide free admission to firefighters and auxiliary members on Firefighters Day (August 9^th) and for veterans, active military and auxiliary members on Veterans Day (August 11^th).  For a limited time, fairgoers can also purchase 12-day pass to the Fair (one admission each day of the Fair) for $35.

 

 

About the Erie County Fair

 

The Erie County Agricultural Society is a private not-for-profit membership organization. Established in 1819, the Society is the oldest civic organization in Western New York. The mission of the Erie County Agricultural Society (ECAS), sponsors of the Erie County Fair, is to preserve and enhance, by educational endeavors, the agricultural and historical legacy of New York State. The Fair strives to fulfill appropriate aspects of the agricultural, educational, entertainment and recreational needs of Western New York. The 180^th Erie County Fair is scheduled for August 7^th -18^th, 2019. (www.ECFair.org).

 

Seven Western New York companies competed to build structures made entirely out of canned goods during the 2018 Fairgrounds Festival of Lights Canstruction® Competition. Employees from Praxair, Ferguson Electric, Hamburg Gaming, Wendel, Hale Expo Services, Trautman Associates and National Fuel took part with all food used benefiting the Food Bank of Western New York. Teams had a total of 12 hours to build displays. 2018 category winners are:

 

Structural Integrity – Wendel (Bring Home the Celery!)

Best Meal – Wendel (Bring Home the Celery!)

Best Use of Labels – Hamburg Gaming (Christmas Trees)

Most Original Design – Wendel (Bring Home the Celery!)

Most Cans Used – Ferguson Electric (Buffalo Skyline with a total of 14,113 cans, 250 boxes of cereal & 62 bags of rice

 

 

The Competition’s “People’s Choice” award will be determined at the close of the Festival on Sunday, December 23rd. Until then, patrons can vote for their favorite Canstruction® by making coin donations to the Food Bank.

 

 

Judges included Robert Brunner, Erie County Agricultural Society; Paula Mercurio, CFO Food Bank of Western New York; Martha Buyer, Member of Food Bank of Western New York, Advisory Council; Brian Burd, Buffalo Bills, Director of Training Center Operations; Ron Plant, WGRZ.

 

 

Wendel’s design, winner of three awards,  was based on the Buffalo Bisons’ iconic “Wing, Cheese & Carrot Race” at Coca-Cola Field. The sculpture featured fan favorite Celery Stalk comes out of retirement for one more showdown against his old foes the Atomic Wing and Bleu Cheese.

 

 

The Canstruction® Competition is part of this year’s Fairgrounds Festival of Lights currently taking place at the Erie County Fairgrounds. Now in its final days, the Festival runs daily through Sunday, December 23^rd. The Festival is open from 5:00pm-9:00pm, with the buildings and grounds staying open until 10:00pm. The Fairgrounds Festival of Lights is sponsored by the Erie County Agricultural Society (ECAS). www.FairgroundsHoliday.com.