When Pam Simon started her part-time job at Minnesota State Fair 24 years ago, she could never have imagined that one day she would become a full-time sales and exhibition manager. “I really love my job and that’s why it never feels like I’m working,” she says.
Since its founding in 1859, the fair has made it a tradition to host regional artisans. In the past, most of the shopping opportunities were in the stands (although classics such as the traditional brand Faribault Mill and artists Adam Turman During the two-week event, the shops still dominate) and the Merchandise Mart, but due to growing interest from both shoppers and dealers, retail areas now span nearly every quadrant of the site.
Today, Simon strives to improve the experience year after year. “When I started, vendors were assigned to their spaces more or less randomly, depending on whether they physically fit into the available space,” she says.
Over the years, Simon and her team have begun developing themes and creating “neighborhoods” around the fairgrounds, with a conscious focus on what type of vendor fits in which location. For example, the grandstand porch now has a dedicated Makers area, offering a wealth of brands and artisans, as well as food and beverages for a “sniff and shop” experience. Over at the West End Market, shopping has an artisanal feel, with a hyper-local twist and representation from Twin Cities brands like I like you, Urban Undercover, Hagen and OatsAnd Local rootsAthletes can find gear at Fan Central, and the International Bazaar offers a global vibe with goods from around the world.
When it comes to selection and discovery, Simon always has her antennas out and is constantly out in the community, visiting trade shows in search of the latest and greatest products. “We look for suppliers who have something we haven’t seen before,” says Simon, who has brands like Lip appreciationa black and woman-owned company that makes cruelty-free lipsticks and plant-based makeup, and Lamps from the machine agewhich sells handmade steampunk lamps made from recycled materials. “We try to always be one step ahead of what everyone else is offering.”
Minnesota Market curator Mich Berthiaume compares being selected for the fair’s sale to winning the lottery. Each year, Berthiaume is asked to write several letters of recommendation for local vendors hoping to be selected. “It’s a milestone for locals to have a booth at the fair,” she says.
After only six months of business, the local brand Must be Ruff was added to the show’s list of retailers. Now in its third year of offering his gourmet dog treats in the Pet Pavilions, owner Reggie Carter received one of the show’s Best Vendor awards last year. “It’s been incredible for new business and partnership opportunities,” Carter says. “The support and kind words we receive from people have to be experienced to be believed.”
Of course, huge sales are the ultimate goal, but many suppliers point out that the show also helps them with research and development. “It’s wonderful to interact with so many people from all over the world and learn what they like, what they don’t like and why,” says Tony Nelson of PuzzleTwist“This has given us a lot of ideas for future product releases. It’s a great advantage to get a lot of insight into the product in a short period of time.”
For some, like PuzzleTwist, Sota Clothing Co.Adam Turman, I like you, Paddle northAnd Sold by the metera trade show visit serves as a gateway to other retail and wholesale opportunities. “We always get contacted by some retailers after the State Fair,” adds PuzzleTwist’s Nelson. “We’re currently reducing the number of events and shows we do, but the Minnesota State Fair is one of the best, and we plan to continue it. We’re surprised by how many people tell us our booth is one of their must-stops every time they visit.”
Irish on Granda longtime St. Paul-based retailer with loyal customers from the Twin Cities, uses the fair to connect with people in the greater state. “The fair provides a unique opportunity to meet people who might otherwise never know we exist,” says co-owner Liam O’Neill, who has been selling his Irish wares at the fairgrounds for 33 years.
It’s clear that showgoers are craving a bit of retail therapy alongside their skewered snacks. “We have serious shoppers who come early in the show, individual shoppers on a mission, people who are excited by new vendors and people who visit their favorite booths every year to stock up,” says Simon. “And you only have to look at the number of returning vendors each year to know that shoppers are buying.”
