The County Fair-What Has It Done for You, Lately?

First the Wheel, Then the County Fair

The county fair has been around longer than Cooperative Extension. But Extension has been involved in county fairs since its establishment in the early 1900's. Nearly every county has a county fair, in which staff, volunteers, and families invest a great deal of time and money to organize, promote, and run every year. However, sometimes when you do something for so long, you begin to forget or ignore why you're doing it in the first place.

It could be time to stop and ask, "What has your county fair done for you, lately?" Our question is not a call to turn back from tradition, but to reflect on history and current status and to set a course for the future.

An Opportunity, Not a Chore

Certainly, Cooperative Extension, especially 4-H, has a long tradition of using an annual fair to highlight the accomplishments of program participants and volunteers. But often, Extension activities and displays are lost in a sea of commercial exhibits and a sometimes carnival-like atmosphere. What kind of exposure does Extension get? Is it limited to 4-H animal shows and agricultural projects? Does it provide an accurate, complete, contemporary, and relevant image of the program to the public and mass media in your county? Does Extension get an appropriate return on its investment?

In Somerset County, New Jersey, the county fair is unique because it is truly a 4-H fair. Its family-friendly, non-profit philosophy enables youth and volunteers to showcase their success throughout the year. As the largest-attended annual event, drawing 80,000 people in a suburban county of 250,000, it also provides a golden opportunity to promote 4-H and Cooperative Extension. An opportunity should never be squandered, so a simple but important process was devised to maximize the value of the county fair to Extension. This process can be modified for use in any county, big or small.

Why Are We Doing This?

With all the resources (time, money, etc.) that are devoted to participating in a county fair, it's a good idea to find out if those resources are being put to their best use. To answer this, a process was begun in Somerset County in 1987 to look at the fair with different eyes. The goal was to look beyond what staff and volunteers saw in the fair and to find out what fairgoers believed, as well.

An attempt was made to learn what the fair was accomplishing for the youth, for the volunteers, and for the public. First, goals for the fair needed to be agreed upon. After years of tradition, diverse opinions of volunteers, Extension staff, parents, 4-H members, and the public had surely been formed.

In 1988, eight goals of the Somerset County 4-H Fair were established by the 4-H Fair Committee, which considered the views of numerous constituencies.

1. Recognize accomplishments of 4-H members during the past 4-H year.
2. Serve as a showcase for the public to observe a wide variety of 4-H projects in action.
3. Present an accurate, contemporary image of 4-H as a relevant, year-round non-formal educational program for youth of all backgrounds and interests.
4. Attract 4-H members and adult 4-H volunteers to become involved in the 4-H program.
5. Serve as a medium to educate the public about selected subject matter and issues, particularly those that are related to the expertise of Rutgers Cooperative Extension and the 4-H Youth Development Program.
6. Allow 4-H volunteers to develop and demonstrate their leadership abilities through the planning and conducting of the Fair.
7. Provide a means for government agencies and community organizations to interrelate.
8. Provide free family fun as a service to the community.

What Does the Public Think?

Setting goals enabled the creation of a survey to measure how well the fair was meeting those goals. In 1989, an exit survey of fairgoers was conducted to determine who attended the fair and what adult visitors saw and thought of the fair. This information was then used to improve the 4-H program and promotion.

One hundred twenty-one randomly selected adults took part in the descriptive survey as they left the fairgrounds. Findings showed that respondents accurately believed that the fair was held each year to promote 4-H, give kids a chance to show their talents, and to educate the public. Comments provided helped with future planning and promotion.

The survey was repeated in 1999 and 2000 to see if the perception of fairgoers had changed. An added objective was to find out how well 4-H and Cooperative Extension were being promoted. Of 281 respondents, results showed that 55% learned more (or a lot more) about the many different projects available to youth, 53% learned more about joining 4-H, and 58% learned more about 4-H in general.

Unfortunately, it was also found that only 17% learned more about Cooperative Extension, and only 27% learned more about becoming a 4-H volunteer. From these results, it was determined that more effort at the fair needs to be put on these goals. In response to survey results over the past 10 years, tent locations were rearranged, different signs were used around the fair, and a conscious effort to blend contemporary and traditional 4-H programs was made. Although the learning process continues, there is more focus on the efforts of the volunteers and youth.

Now What?

Obviously, not every county can put 4-H or Cooperative Extension exclusively into the forefront of the fair. Most have to share the spotlight with other youth groups and answer to county fair boards, often commercial ventures with profit motives. On the other hand, maybe it's time to evaluate where Cooperative Extension fits in. Extension can be a leader in helping focus on education, youth development, and serving the public with helpful resources. Carnival rides and hot tub vendors may be needed to pay the bill, but that doesn't mean that the Extension mission needs to get buried among the neon lights and cotton candy.

The simple process of developing (or reconsidering) the goals of the fair or Extension's part in it and then employing means to determine whether those goals are met is possible without too much effort or cost. And the results can be invaluable.

References

Diem, K. (1990). Opinions and knowledge about 4-H and the 4-H Fair: Exit survey of visitors to the Somerset County 4-H Fair. Abstract in 1988-1989 Summary of Research in Extension, Volume 4. Mississippi State University.

Diem, K. (1990). The Image of the 4-H Youth Development Program and Rutgers Cooperative Extension of Somerset County, NJ: A Study of Public Awareness and Perceptions. Abstract in 1988-1989 Summary of Research in Extension, Volume 4. Mississippi State University.