Carnival & Fair News

Ten years ago, Marla Calico was named President & CEO of the  International Association of Fairs & Expositions (IAFE), the first woman to hold the job. She joined the IAFE in 2006 as Director of Education,  and after a decade in the top-spot, retired at the end of 2024.

Breaking the IAFE glass ceiling turned out to be only the beginning of the historic accomplishments by this outdoor event professional, who has guided the industry through historic levels of attendance and revenue growth as well as leading fair managers and their partners through the global pandemic turmoil and its continuing aftermath. Along the way, the association has become more inclusive and diverse and offers more research and education programming only a few could imagine before her tenure.

 Calico was gracious enough to spend some time with Carnival Warehouse, offering candid insights in one of our most  comprehensive interviews.

Carnival Warehouse: Congratulations on your career with the IAFE and the fair industry. You started with the Ozark Empire Fair  and from there went to become the first woman president of the largest fair association in the world. When did you decide to make it your life's profession? What did you love about it?

Marla Calico: Thanks so much, Tim! The decision to make it a profession came in late 1982, when I was named Assistant Manager of Ozark Empire Fair. I'd been working part-time – I was a hungry college student without scholarships! – with a chance to do almost everything at the fair as well as non-fair events. I really was hooked from the time I started – March 1977 – but nearly five years later I'd figured it out. If we could pull our beloved fair out of the depths of near bankruptcy in good fashion, there was a life to be had.

I loved the fact that no two days were ever the same; no two fairs were ever the same. I loved working with such a wide range of members of our community, brought together by our shared passion for the Ozark Empire Fair. I realized my skills were ideal for managing a mid-size fair as I was equally at home in the board room or on a tractor dressing the ring for horse shows and doing minor electrical repairs; I excelled at public speaking, media interviews,  and motivating teams, be it volunteers or staff members; and, I was pretty good with details like accounting! Growing up on a large farming and dairy cattle operation and being involved in 4-H and FFA had given me the type of background that made a perfect fit for the fair.

CW: In terms of diversity, it seems the industry has become more gender-inclusive in the last few years. In 2023, there were more women fair managers of the Top 50 Fairs (as compiled by Carnival Warehouse) than ever before, and just a few years ago that number was zero. As the first woman president of the IAFE, do you feel you've permanently shattered the “glass ceiling?” How has the fair industry benefitted from this gender-shift in leadership?      

MC: The glass started cracking in the late 1980s and was permanently shattered, in my opinion, in 1998 when Barbara Renner (North Idaho Fair) became the first female Chair of the IAFE Board of Directors. She was my most beloved mentor and friend, and she really was the one that paved the way. Of course, there had been other pioneers like Eileen Fry (Heart of Illinois Fair), Marie McKinney (a fair in Topeka and then the secretary for Mid-West Fairs), and many others serving on boards, top committees, and leadership in fairs. They were my heroes! At my first IAFE Convention (1983) there were probably less than two dozen women there as delegates (not spouses), but now we probably exceed 60% female in participation at the IAFE Annual Convention & Trade Show.

As for the industry benefits – first and foremost, just reaching what is only correct in terms of gender equity in terms of leadership, be it staff or on boards. To truly serve as events which are reflective of the communities they serve, they must reflect ALL members of the community. I can also say, with some degree of accuracy, I think, after having visited well over 200 fairs/fairgrounds in my lifetime – you can often see some differences in a facility that is led by a woman. There seems to be a focus on amenities (well-lit and well-maintained restrooms; landscaping, cleanliness, and lighting) and often, a viable difference in the way the team communicates and works together. If you understand that in most markets it is a MOM that is making the decision for the family to attend the fair, then you'll immediately realize things that can influence her decision – a clean, safe and welcoming space and event.

CW: Is inclusivity occurring at the same pace on the board level?

MC:  Not uniformly, but I think across the IAFE membership there are significantly more gender inclusive boards than not.

CW: You were also the first IAFE president to navigate through a pandemic, which included cancelled fairs and conventions. What was the most challenging aspect of the crisis for the IAFE?  What are the short term and long term impacts of that disruption on the fair industry?

MC: I've been up front with almost everyone I've ever talked with about the most challenging part of dealing with the crisis – how utterly hopeless and helpless I generally felt. There was no “fix” to the crisis. Our team's focus changed within weeks from trying to help our members find solutions for opening to serving as counselors in small online groups to give them a safe space to talk with friends who understood the grief of not having a fair.

As we reflect on the crisis, it remains amazing to me the resilience and grit with which everyone responded to it! Of our membership, I think only one fair ended up permanently closing, and I'm not sure the crisis was the reason or the final straw. The short-term impact was that an industry not always known for agility and flexibility learned both! Also, I think the thing that then had long-term impact was that fairs realized not only how much their community cared for their institution, but many realized they needed to do a better/different job in telling their story – the impact to the community, the difference their event makes, a bit of opening up the curtain to see what it really takes to put on a fair. I think for the foreseeable future fairs will be more receptive to making changes in order to be adaptive to changes in their community – and making those changes much quicker.

CW: In 2021 and 2022, fairs seemed to bounce back with amazing resilience, many fairs set attendance records. Did this surprise you? What do you think accounts for such a robust return to form?

 
MC: I can't say I was totally surprised by the surges in fair attendance, but perhaps the extent to which it happened in some places. It was obvious in all aspects of our society that there was a huge pent-up demand for some semblance of normalcy, and where is that better exemplified than at your local fair! I believe, too, that not only in the immediate times of cultural and societal unrest and unpredictability in the aftermath of the pandemic, but even now, fairs provide a safe place where you can leave your worries at the gate.

CW: What has changed about fairs since the lockdown? What looks and/or feels the most different to you?

MC: A significant change is in direct contrast to my earlier statement about fairs being a “safe place”. That is the intentional disruption, and often violence, by youth at events and in other public spaces. It seemed for years that our most significant concern was gang violence, but this is totally different, and sadly does not appear to be lessening at all. The vast amount – and cost – of the resources needed for fairs to protect their guests from these wildings, rampages, and social media stunts is very challenging.

I have visited 60 fairs in three countries and across 17 states in the US since 2021. I think the speed with which fairs have embraced technology (largely brought about by the pandemic) is the most profound difference I have experienced. From cashless gates, robust online ticket sales, to the advanced weapons detection systems and camera surveillance; from enhancements in the software utilized for competitions and junior auctions to mobile apps and QR codes for information throughout the grounds, these changes occurred at a much more rapid pace than I would have predicted.

CW: Carnival Warehouse mainly covers larger fairs. Was the post-lockdown comeback for the local, county and regional fairs as robust and sustained as the Top-50 industry leaders?

MC: Without a doubt! As you know, our team monitors  published news accounts about fairs on a daily basis, and the only impact on vibrant and successful fairs of all sizes and across the vast landscape of our membership remains our industry's #1 nemesis – the weather!

CW: What unique challenges do smaller, more rural fairs face today? Are they as essential in terms of educational programing, agriculture, FFA/4-H competitions etc. as “feeder” fairs or cogs in the network of fairs in a state and/or region as they had been?

MC: Great questions! Challenges: because they are primarily run by a corps of volunteers, changing demographics within the community (i.e., if there is migration of younger people away for other opportunities or there has been an influx of urbanites who can now enjoy remote work) has impacted the volunteer base and that is a top concern. Another is scarcity of resources such as law enforcement or equipment to be rented, or even simple supplies when the nearest Wal-Mart or Lowe's may be dozens of miles away. In the very rural areas, the lack of broadband can significantly impact a fair's ability to be more efficient, reach new audiences, etc.

Are they essential? A HUGE yes to the first part of the questions in terms of educational programming, agriculture in general, but especially FFA & 4-H competitions. A significant “maybe” in terms of being feeder fairs for larger fairs. Very few state fairs any more are “qualified” events, meaning your 4-H or FFA project had to win at a county level in order to participate.  There are so many superb small, rural fairs which excel at representing and celebrating the very best of their community across the globe where we have IAFE members.

CW: What IAFE programs do you feel smaller fairs have benefitted from the most during your presidential term?

MC :  I am most proud of what our team has done in making engagement of members of all sizes a top priority and that cuts across all programs. As just examples, that  means smaller fairs are benefiting because they understand how the Institute of Fair Management can help them. It also means that the number of individuals involved in our educational committees has grown over 170% since 2016 – we now have close to 800 individuals actively involved in our committees. We were engaged in online activity long before the pandemic, but certainly the pandemic crisis provided us an extraordinary opportunity to engage with members, especially those folks from smaller fairs. For example, in 2021 we had 5,954 individual participants in online learning, conversations, and committee meetings (we didn't track numbers in 2020). Just through the end of June 2024, we have had close to 4,100. In my interview for the CEO position in September 2015, the top item in my 5-point priority statement was this: We will motivate a more ENGAGED membership.”

CW:  You first began with the IAFE as director of education, and educational programming has expanded under your leadership. Why is this education so important to the IAFE, how has it evolved, where do you see it heading towards after your retirement and what changes to IAFE educational program did you implement or oversee that you're most proud of?

MC:  There's no university or school where you can learn about the fair industry – the IAFE is the source of learning, therefore it must be a top priority in all that we do. For the industry to thrive it means our Association must provide education and information that makes every fair member stronger. When I was Chair of the IAFE's Board in 2003 the formal education of members came through two “channels” – workshops and speakers (peer or outside) at meetings (Convention, Management Conference and Zone meetings) and the articles in the Fairs & Expos magazine. If you didn't attend meetings or bother to read the magazine when it came once a month (and if you were low on the totem pole of the magazine being passed around the office or the board, it might be weeks before you saw it!). Today, you can learn 24/7 if you choose. The F&E still exists and is still mailed, but current and back copies are available online. Recordings of most of our Cyber-Seminars and Let's Talk discussions (in 2023 we had 30 such sessions delivered live) are available online for replay. Most of our Educational Programming Committees (13 of them) meet monthly and have outside speakers or peer-led discussions on specific topics.

I am most proud of the creation of the Institute of Fair Management. When I served this Association as Chair of the Board, we were dreaming of a “fair school,” we had just started raising money to fund it. When Jim Tucker hired me in the fall of 2006, my mandate was to make a “fair school” a reality. But I don't think any of us involved from the start could have imagined the impact it has had on our Association and the industry. As of April 2024, there were 260 active enrollees and 389 graduates. We now have an extremely successful “Grad Track” program which our Director of Education & Member Services, Lori Hart, has done an extraordinary job in developing. Many job postings for CEO or manager positions at member fairs now state that the candidate must have successfully completed the IFM or be willing to enroll in the program. Eleven of our current 19-member board are graduates of the IFM, including our Chair, Immediate Past Chair, Past Chair, and 1st Vice Chair. I hope Bill Chiesa (MetraPark, Billings, Montana and industry legend) is smiling down from the heavens, because he was the inspiration and driving force for those early discussions in the late 1990s and until his untimely death in 2002.

CW: How many fairs do you visit a year, does that number rise, go down or plateau from year to year? Is that the best part or the most exhausting role for the IAFE president?

MC: The average over my time as CEO is 15, but 2018 and 2020 each had less than 10 (I was out of commission several weeks due to shoulder surgery in 2018 and of course, so few fairs went forward in 2020!). My “peak” year was 27 in 2021. The changes year-to-year reflect around a number of factors and certain “pivot point” fairs. For example, the CEO always visits the fair of the Chair. When I do that, I see how many other fairs I can bundle into that trip (this year it will be 2 others in one 72 hour driving trip). Other pivot points are new member fairs, fairs with something unusual (anniversary celebration, opening new building or facility, etc.) or if I've been invited for a very specific reason/event, which is frequent. So, once those pivot points are identified, I see what I can build in for an efficient trip with the least amount of cost. I think 14 fairs in seven states over three weeks (which also included two site visits in different cities for future conventions and a couple of vacation days) was the pinnacle of planning and accomplishment in 2021. I love to drive and with 50% or more of the IAFE membership within 750- mile radius of Springfield, it makes it easy to hit multiple fairs at a very low cost to the Association.

The best part of my role as the President & CEO of the IAFE is interaction with our members, whether that is at their fair, in our meetings (or their state/provincial meetings), or even on-line. I never tire of hearing their stories, or learning more about their fairs and taking what I learn back to our team to understand how we can better serve our members.
    

CW: My favorite fair food is _______ ?

MC: I rarely eat fair food because it is almost impossible to find something that is of a small portion for just me! I had my first deep-fried Oreos in late 2019 because I was traveling with a fair manager, and she wanted to get some to share! If I am at a fair long enough to eat (sometimes my visits might only be a few hours), my go-to items are nachos with loads of jalapenos and/or hard-pack ice cream (preferably from the 4-H or FFA booth or dairy group).

CW: My favorite fair ride is the _______ at the _______ fair.

MC: Riding a fair ride alone is simply no fun, so I rarely do ride. If I am with a group, though, it will always be some sort of giant wheel so that I see the lay of the land. If I am traveling with someone of a like mind, a roller coaster is always fun.

CW: What was the worst weather you've seen at a fair?  

MC: I have personally experienced some of my most terrifying moments of weather at a fair. First, my last year (2003) as CEO at Ozark Empire Fair we had severe lightning 365 degrees in a 30 mile radius (and oh yes, Ted Nugent was scheduled to play to 8,000 fans, the Arena was packed with 2,000 people to see the draft horse hitch class, and it was a Friday night—packed!). The other was last year at the Martinsville Ag Fair in Illinois. I had just walked into the fair office and the President came rushing in and told everyone to head to the concrete block restroom to take shelter from the thunderstorm (and tornado or derecho, not sure which it finally was). There were about 8 of us ladies on our side, and the wind was horrific and the water flowing in under the doors. After it had passed, we began to hear how lucky we were as there was extensive damage to the north of I-70, and on to the east about 50 miles another fair had horrible wind damage. I was especially glad of the planned visit otherwise I would have been caught out on I-70 where the winds turned over semi-trucks!

CW: Outdoor events are weather-dependent. Is climate change a concern for you? Is the fair industry green enough?

MC: Climate change is real, and it should be of particular concern for our industry. I saw a presentation from the chief meteorologist of a federal agency earlier this year, and it opened my eyes to impacts to buildings (very few are built to withstand extreme temperatures), road and parking lot surfaces, and things such as ground fissures resulting when water tables drop. This is in addition to what we first think of –the extraordinary heat, the increasing severity of storms, flooding, etc. Fairgrounds facilities are, for the most part, old and it is extraordinarily difficult to keep up with scheduled maintenance, much less considering new construction, renovation, etc. How to keep guests and animals safe when storms hit becomes a growing concern.

Considering that vehicular traffic is the largest contributor to greenhouse gases, unless a fair is in an area where public transit is available – and the majority of fairs in North America are not – a fair has to look at what other areas can have some impact. “Going Green” was a focus of the IAFE back in 2008-2009 and I was charged with leading our efforts. Each article of the F&E for those years featured a fair implementing a tactic; the Convention featured a multi-hour symposium on the topic and provided an in-depth look at what fairs were doing. There were IAFE members across North America leading the charge in their communities! So, for nearly two decades, fairs have been deploying solar and wind generation; recycling is commonplace (except in many rural areas which have no recycling services available); retrofitting buildings with LED lighting is a given as well as utilizing low volume toilets and timed faucets along with programmable thermostats and policies on temperature control and other electricity usages. And of course, carnivals have widely embraced LED lighting and know full well the cost savings on diesel fuel, but that is also huge for the environment.

CW: You've talked about looking at metrics other than attendance when evaluating a fair's success. What other metrics are you encouraging fairs to consider when assessing performance? What is lost by looking only at attendance?

    
MC: Many leaders at member fairs are working diligently to turn the conversation to “Metrics That Matter.” As a fair manager, I well remember being beat up by the local media because our attendance had dropped by 1 percent, without any consideration whatsoever of the important metrics – and that happens to every fair person out there. Why don't we concentrate on what really matters? Things like: Was it safe? Was it financially successful for us as well as our partners? How many grants, scholarships, or other funds were distributed not only to youth exhibitors, but other participants or the community at large? How many civic clubs raised funds (and how much) for the good they did in our community? How many kids got their first job because of our operation? Fairs change lives and have not only economic, but social and cultural impact in their community.

Then there is the matter of what I call the ugly truth – there is no single measurement of attendance that every fair uniformly uses. So, a report of attendance may be apples-to-oranges and not a reflection of accuracy.

CW: What are you doing now as president that wasn't part of the job description when you took office or your predecessors couldn't even conceive of?

MC: Understanding and using artificial intelligence was certainly not on the horizon!

CW: What has been and always will be in the job description?

MC: Be the advocate, be the “cheerleader” for the industry. Representing the Association and our mission with other organizations, but especially in collaboration with the Outdoor Amusement Business Association and the National Independent Concessionaires Association, and insuring that agriculture is celebrated.

CW: Why are fairs still relevant to today's society and culture?

MC: Fairs are reflections of their community and thus they have operated for generations (some now for over 200 years!) because they are relevant in some way to their community. Fairs are constantly refining their programs and changing elements to keep them fresh, while still familiar. Fairs remain a key “channel” for helping consumers understand the facts about agriculture and where their food comes from. Fairs remain that place where a community can gather in harmony for a common purpose – celebrating their community.

CW: Is the industry healthy? In the aggregate, did fairs have a good 2023? Did they start 2023 from a place of unprecedented strength or shaky ground?

MC: I believe the industry is healthy and certainly with so many experiencing significant successful – even wildly successful – events in 2021 and 2022 set the stage for 2023. That is not to say that there aren't significant challenges to be addressed but reports so far in 2024 have been generally good.

CW:  Post lockdown, disruptive teens have plagued many midways, both large fairs and local events. Do you think this trend will continue, how has the IAFE helped fair managers cope with this issue?

MC: I don't believe anyone has a crystal ball on the future on this topic. It is very concerning. The IAFE created a Safety & Security Committee in 2021, in many ways a direct response to the situation. It is now one of our largest committees and involves individuals with current or previous law enforcement experience (from local to FBI) and they meet monthly with incident reviews or debrief if some situations have occurred, bring in outside experts, etc. With Lori Hart's leadership on this, the Committee created a “Safety & Security Boot Camp” in 2023 and has continued with another version of that in 2024. Our July/August issue of  Fairs & Expos had an in-depth section on safety and security. We always offer workshops on the topic at Convention and often in our online educational offerings.

CW: Conversely, animal-rights activists seem relatively quiet in their fair in recent years. Do they pose the same threat as they had been?

MC: Animal rights extremists (they are more than simply activists, in my opinion) have not been quiet at all. Some of their tactics have changed as new players have entered the space, and that may be more concerning that anything.  

CW: What do you hope your legacy will be?

MC: That the folks involved in producing fairs always remember that they are doing vital and good work; what they do matters, and they are changing lives. In some form or fashion, this has been integral to every keynote or workshop ever delivered, in almost every media interview, and I hope that came across in all my correspondence or communication.  I hope that fair folks will remember and believe that I strove to always be their #1 cheerleader

CW: What's left undone?

MC: What's left undone will likely be projects I had hoped to complete (or perhaps even start!). Our list has been long as we tried valiantly to complete our most recent strategic plan.

CW: What advice would you give your successor?

MC:  To my successor: Listen to understand. Pay attention to the details of conversations with our members because you will find a solution, a challenge, and opportunity, or a dream that the Association can help with. Whatever you do, do it with energy, enthusiasm and a smile – that goes farther than you can ever imagine.

CW: What hobbies and interests other than fairs will you now have time to pursue? Is there a President-Emeritus role at the IAFE

MC: There will not be a President-Emeritus role. Once the new CEO has been named, I will work with that individual and our Executive Committee to determine if there is interest or need of my assistance in the transition, if there are special projects I should be involved with, or continue in any relationships with some outside organizations where I've made considerable ties (i.e., Centers for Disease Control and Department of Homeland Security). I have told our Board that I will be available as needed or desired because I'm not “going anywhere”.

My top priority will be spending time – making up for lost time, really – with my mom and helping my sister, with whom she lives, handle medical appointments and such. Additionally, I want to focus on getting some measure of my very physically active lifestyle back after much neglect since the pandemic. Prior to 2020, I ran several half-marathons a year, did a lot of hiking, kayaking and cycling. The third priority may surprise some readers – TRAVEL! I love to travel and look forward to trips to some familiar locations that didn't get the time deserved on the first go-round, making long road trips with no agenda or itinerary in mind, as well as international travel. The other important item for me is to return to being a part of the greater Springfield area community. When I was a fair manager I was – as is always the case – involved in civic clubs, the Chamber, the CVB, etc. I've traveled so much for the past 18 years I've lost all my connections. I plan to volunteer with some of our local performing arts groups – I think I can scan tickets, be an usher, or pour wine like a pro!