With a convention theme that both looks forward while recognizing recent industry achievements, the International Association of Fairs and Expositions (IAFE) is set to host the fair industry in its first ever convention in Phoenix, Arizona Dec. 1-4.

The Theme of the 2024 IAFE Convention & Trade Show – Building On Strong Foundations was selected because: “We will celebrate the success of our members and continue to build on our strong foundations.”

Gen-Z Programming

Selecting a theme that resonates with industry professionals and reflects industry objectives for both the meeting and the upcoming season is one of the leading agenda items for the IAFE board.

This year, the theme development was led by Jo Reynolds, Fair Manager of the Warren County Fair and 2024 IAFE Board Chair and Alicia Shoults, Marketing Director, Ohio State Fair 2-24 IAFE Program Committee Chair.

“This theme recognizes the many foundations in our industry: tradition, networking, ideas, relationships, education, leadership, agriculture, and, most importantly, mentorship,” said Reynolds “Recognizing the pivotal role of mentorship in career and industry development, this year's convention will feature various programs and activities designed to facilitate connections between seasoned professionals and emerging talent.”

To stem the tide of a graying industry and continue attracting younger fair managers, the IAFE's Young Professional Steering Committee has a created a wider range of millennial-appealing programing than previous conventions.

“The number of younger people participating in the IAFE Convention is certainly increasing, thus that would be reflective of what is happening with the industry,” said Calico. “The YP Steering Committee has done a stellar job of programming and will have specific functions geared toward the younger attendee, including: Ment-a-Minute (a speed-dating type networking event), a workshop on Communication with Purpose, a “Connect & Cocktails” event, and then they are hosting a social night off property that is open to all attendees.”

Education & Networking

A total of 56 workshops, seminars and roundtable discussions will be available throughout the event. Topics cover an updated range of relevant and pressing issues fair managers and other industry members, including: Strategic Planning for Fair Operations & Facilities; Commercial Exhibits/Concessions; Marketing; Sponsorship; Human Resources; Ticketing; Technology; Competitive Exhibits; County Fairs; Safety/Security; Non-Fair Facility Usage; and Entertainment.

Educational content at the IAFE Convention is driven by member input. IAFE industry committees each submit topics for consideration. Then, the entire membership votes on those topics to identify the most popular subject matter. The execution of each session, including speakers and session format, is completed by the committee who originally submitted the topic. “The process for selecting educational topics begins with committee recommendations,” Calico explained. “Those topics are put out to the membership for “voting” (and for the opportunity to provide input on other ideas. In 2024, there were 31,407 online votes cast to determine the final selection. This is a 15 percent increase over 2023 and a 28.5 percent increase in responses over 2022.”

In addition to the conference rooms, attendees have the opportunity for field-trips to Arizona venues for hands-on facility and event management learning. The “Educational Experiences” lined up for the 2024 convention include guided tours of WestWorld of Scottsdale, the Footprint Center, and Sysco Arizona.

Trade Show Floor

The 2024 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, with the IAFE Trade Show becoming sold out by early October, although applications for the waitlist were available.

The trade show floor features 217 exhibitors, compared to 200 last year. What is striking, though, is that the 8.5 percent increase in the number of exhibitors corresponds to a nearly 12 percent increase in the number of booths,” said Steve Siever, Director of Sales, IAFE “The 2024 Trade Show has been booked at maximum capacity for the space we have contracted, 324 spaces that are 10x10. Once the contracting period opened up, we knew the demand was such that we had to try to get more spaces on the floor, and all of those have been sold!”

What products, services and technologies has Siever noticed among companies exhibiting this year? “We are seeing an uptick in the number of Technology Services – mainly with event management software. Ticketing Services continues to be strong as well as acts/attractions.”

Optimism's New Caution

Upbeat and optimistic seems emblematic of fair managers, for among the many attributes they share perhaps most paramount is their natural inclination towards positivity. But with many fairs reporting record attendance, the industry could seem particularly exuberant this year. Although careful to stress that she is discussing the season approximately seven weeks prior to the end of “the primary season,” Calico said “In talking with members casually, my impression is that the 2024 season to date is one that was generally successful. Weather – heat as well as storms and rain – remains the number one impact to fairs. In some areas of the United States, we have heard anecdotal remarks that there seemed to be some impact from economic conditions, with some in the fair's community hit harder than others with the year's earlier inflation.”

Cautions seems to be more a consideration in the organic optimism of the industry this year. “Attendance” is only one metric by which success if measured,” she said. “Per cap spending, safety, guest satisfaction, community contributions, and youth involvement are the metrics by which success is best measured overall and are the factors that contribute to a strong and growing industry. We will have a better feel for the outlook for 2025 once we have completed the industry's largest gathering, the IAFE Convention & Trade Show.”

Other highlights of the 2024 convention include bestowing the Hall of Fame, Rising Star, Heritage Awards, Associate of the Year, and State & Provincial Executive of the Year. The 2024 Keynote Speaker is Manley Feinberg II, an award-winning international keynote speaker, business leader, and author whose work has been featured on NBC, CBS, ABC, and Fox, and in The New York Daily News.

The IAFE Convention & Trade Show, after residing in Las Vegas since its founding, then moved to a three convention stint in San Antonio, has found that moving from city to city each year has rejuvenated the event. “The move away from Las Vegas, although not our choice, came at a good time for our industry in that we were seeing a wave of changes in fair leadership, with a much younger group of leaders getting involved,” she said. “Over 60 percent of the people attending the 2023 Convention in Salt Lake City had never attended a convention in Las Vegas. so, the number of people involved in the IAFE who even have memories of a convention in Las Vegas shrinks significantly each year.”

A new setting gives fair managers “a fresh take on what the Convention looks like. That includes physical layout, of course, but also what extracurricular activities look like, oftentimes the food that is served, and especially the opportunity to go off-campus (away from the Convention Center) to have planned educational offerings at sports facilities, fairgrounds, and other event venues. “

In Phoenix, fair industry members are fully poised to take advantage of that city's dining and nightlife, considered among the best in the southwest with a uptick in demand for receptions and dinners hosted by companies. “One of the challenges is that our team must ensure that our Associate Members, who like to organize special dinners or outings for their clients are provided information and ideas for that as early as possible. We know that Visit Phoenix has really done a great job in assisting those members for 2024.”

Swan Song

Earlier this year, Calico, the first female CEO of the IAFE, announced her retirement at year's end. This convention will be her last in the captain's seat. It's a bitter sweet moment, although because of the stress of finalizing registration, programming and other aspects of the industry's largest annual meeting, she's too busy for extensive circumspection. “I am most looking forward to the opportunities for face-to-face connections with our members. That is always the highlight for me. To be honest, I have not had the time to even think about this Convention being my last one as President & CEO. There have been so many unexpected opportunities for the Association in the latter part of Q2 and Q3 that my focus has been on that. Check with me on November 29th to see how I'm feeling about it being my last Convention! Right now, I am full steam ahead to work on projects!”