The Wisconsin Association of Fairs (WAF) is undergoing a major revamp to ensure the long-term success of the fair industry. Executive Director Jayme Buttke shared that this transformation is a result of careful strategic planning.
“Two years ago, our board sat down and asked, ‘Where do we want the next level of the fair industry to be?’” Buttke said. “We needed to take a hard look at what WAF provides and where we are going.”
One of the most significant changes includes a brand refresh, with a new website. “We want to make our online presence more user-friendly and incorporate modern technology,” Buttke explained. “It’s all about the next group of leaders—whether fair board members or exhibitors.”
To help fairs market themselves, WAF is introducing new training sessions. The organization brought in Ian Hill, a well-known speaker, to guide members on volunteer recruitment and fundraising. “He just gets it,” Buttke said. “His common-sense approach really resonated with us.”
Additionally, WAF is shifting its approach to outreach by replacing spring district meetings with community meetings. “We want to give all fairs the right tools, step by step,” Buttke said. “Fairs need to send a unified message about their importance.”
Funding was another key factor in the decision to revamp. “Many pandemic-related grants are ending, so fairs need to market themselves better,” Buttke explained. “We’re creating marketing tools that fairs can use, so they don’t have to reinvent the wheel.”
Education is also a priority. WAF recently updated its fourth-grade agriculture education packet and is working on more school-friendly resources. “Fairs are about food, fiber, and fuel,” Buttke said. “Everything at a fair connects back to agriculture, and we need to make that clear.”
Another focus is volunteer recruitment. “People don’t volunteer like they used to, so we need to rethink our approach,” Buttke said. “Instead of asking people to join a fair board, we ask, ‘Can you help for an hour or two?’ It’s about making roles manageable.”
With these changes, WAF is confident that fairs will continue to thrive. “We must adapt while preserving tradition,” Buttke said. “Our goal is simple: get people to love the fair and understand its role in agriculture.”
