Carnival & Fair News

Post-lockdown, fairs have seen steady growth. The fair industry has not only recovered from the disruption of cancelled events, but many fairs reported in 2025 that revenue and attendance levels have returned to and often have surpassed their pre-pandemic levels. Fairs, their vendors, entertainers and midway providers have not only shown operational resiliency, but a renewed appeal of the “fair experience” to a new generation of family and fairgoers.

While the economy's stability may induce fretting and finger-crossing as the year concludes, the fair industry is approaching its annual conclave with optimism, confidence and ambition. The International Association of Fairs and Expositions (IAFE) will host its 2025 Annual Convention, November 30 to December 4 in Denver at the Colorado Convention Center, a state-of-the-art facility that was renovated and expanded in 2024. Located in the heart of downtown Denver, the Colorado Convention Center is located within easy walking distance of nearly 13,000 hotel rooms, 300 restaurants, the Denver Performing Arts Complex, and a wide variety of shopping and retail outlets.

As the world's largest gathering of the fair industry, the IAFE Convention highlights the creativity, growth, and community impact of fairs and expositions. The convention brings together fair industry leaders, professionals, and fair associates from around the world and offers an engaging program of education, networking, and innovation.

Journey To the Top

Attendee and exhibitor registration continued apace throughout the late summer and early fall, promising the convention will live up to its theme, “Journey to the Top”

“We are always seeking new heights in quality, attendee experience, and service, be it at IAFE events or at our own. It is a constant journey that is an adventure,” said David Grindle, President and CEO, IAFE. “The theme came from volunteer educational committee chairs and the convention programming committee. It predates my time, but I hope it helps people to see that what we do is a journey.”

The fellow travelers on this journey are coming off a very strong fair, a factor fueling the positive attitude pervasive among fair managers this year. “Our fairs had a good season overall. Some got pounded with rain or baked in heat, which held attendance down in those areas,” said Grindle. “Other places had sunny days and cool nights that any PR firm would love, and they had great years. I think people are seeing folks embrace fairs as part of their stay-cation or simply a destination for a fun evening or day”

He added, “On one hand, we are the local destination for fun and activities. But on the other hand, our members have seen costs go up along with everyone else. Food vendors, especially, have been hit with cost increases. This all flows downhill to the attendee, as none of us can operate at a loss. We are holding our own as an industry, but we are ever vigilant for what may happen next.”

Rookie Year Ends

Grindle, an accomplished association executive with over a decade of leadership in national and global Associations, replaced Marla Calico, who held the position for a decade before retiring last year. Grindle attended the 2024 IAFE convention as an observer/trainee and assumed the role of President/CEO January 1st and has been spending his angular months attending more than 15 fairs, eight zone meetings, as well dozens of partner association meetings.

This trial by fire's grand finale of course is helming his first IAFE Convention & Tradeshow. “I'm excited,” he said. “I was lucky to have a textbook transition from Marla to me, and we still check in on one another. Getting out and talking to the members has given me greater insight into some of the things they are looking for and helped me understand how we, as a staff and association, can begin to position ourselves to meet those needs.”

The freshmen leader is prepared and ready, what does he feel most trepidation about. “Other than making sure I have enough bow ties to meet the occasion? I wouldn't call it trepidation, but I always want to make an event that meets the needs of the attendees. We can make all the plans in the world, but there is always an opportunity for improvisation when things don't go as planned.”

If not officially mentioned in the job description of most fair managers, expecting and the unexpected is an essential perquisite. The convention's networking, education, seminars and tradeshow floor contain an array of opportunities for career enrichment that will prepare as well as inspire fair professionals. Networking events include: First Friends Reception for first-time attendees, Meet & Greet with IAFE Chair Ken Karns, Coffee & Connections, and the Young Professionals Ment-a-Minute.

This year's Educational Workshops cover a full range of topics, including sponsorship development, marketing trends, facilities management, and food & beverage operations. The IAFE assures attendees these workshops are designed for fairs of all sizes. Some of the more relevantly provocative seminar titles include: The Art of Selling Sponsorships; Events Within Your Fair - Bringing New Visitors; America 250 Celebrations at Your Fair - Share Your Ideas; Marching to Success: Parade Planning for Fairs of All Sizes; Entertainment Fun for Everyone; What Went Wrong - Marketing Bloopers; Fair Weather? Planning for Weather Safety; Coordinating for Success: Navigating Animal Activism at Your Fair; Attracting Events to Your Fairgrounds; and From Tilt A Whirl to TikTok: Generations at the Fair.

The 2025 IAFE Trade Show features one of the most extensive showcases of the latest in industry products, services and technology. The demand for exhibit space has reportedly never been higher and the IAFE has responded not just with the space expansion made possible by the Colorado Convention Center, but made planning easier with an interactive Map-App. “Our new tradeshow map allows exhibitors more control over the information they have on their description pages, so they can add links to videos or calendars to schedule meetings. You can also search the schedule by topic or keyword, or even speaker. I'm hoping that helps the attendees find the exhibitors they need for a stronger convention experience.”

Grindle anticipates more than 15 additional exhibiting firms than last year - and approximately more than 2,000 net square feet sold compared to 2024. “a 7 percent increase,” he added.

What trends are emerging in terms of categories of companies exhibiting this year? “We always have strong representation from the entertainment industry,” said Grindle. “I think we can find some new opportunities there. We have a multi-year plan to reach out to more food vendors as well as those in the safety and security space. From approaching a potential exhibitor to getting them onboard can take a couple of years due to budget cycles, etc., so the change will be one of evolution over the next few years.”

Economic Impact Study

A centerpiece of the convention will be a special presentation: IAFE Economic Impact Study: The Results and How to Make the Connection with your Local and State Government. This much anticipated workshop will detail the substance and utility of one of the IAFE's most massive undertaking, a comprehensive study providing valuable insight into the economic and fiscal contributions in the host communities of fairs and fairgrounds, showcasing significant numbers across various facets, including visitors, revenues, wages, and employment. A key finding of the study was that 219.8 million visitors (64.8 percent of the population attended a fair or fairgrounds) visited fairs in 2024, generating $51.9 billion in economic impact.

“At the convention, I'll be leading a session on how to use this data in advocacy, and we will be promoting it across the event,” said Grindle. “The Economic Impact Study gives us quantifiable data on how fairs and fairgrounds are business drivers in their communities. We have always made the statement that we have economic value, but we never had the data to prove it. This gives us the ability to speak with legislators at all levels and show how many tax dollars we generate, how many jobs we support, and how much money flows through communities because of fairs. We are already putting this data together to share with US Senators as we work with OABA on the seasonal worker visa issue.”

Other highlights feature a roster of other speakers, including Becky McCray, rural entrepreneur/co-founder of SaveYour.Town; Jack Feivou of High Angle Productions and Steven Adelman, head of Adelman Law Group, PLLC, and Vice President of the Event Safety Alliance. Ben Whiting, an award-winning magician, mind-reader, and leadership expert who has performed in over 30 countries for clients, is this year's keynote speaker.