April In-Person Luncheon

Turning Theme Into Thrill: Inside the Iowa State Fair's Theme-Driven Marketing Strategy 

Discover how the Iowa State Fair transforms its annual theme into a powerful, season-long marketing engine. Led by Chief Marketing Officer Mindy Williamson and Advertising & Promotions Manager Bob Haines, this session pulls back the curtain on the strategy behind one of the state’s most iconic brands. You’ll explore how research shapes the direction, how each year’s theme works seamlessly alongside the Fair’s established tagline and brand identity, and how the team strikes the perfect balance between tradition and innovation to keep the Fair fresh, relevant, and headline‑worthy year after year.

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Date and Location

Wednesday, April 22, 2026
Fareway Corporate Office
8800 NW 62nd Ave
Johnston, IA 50131

Agenda

11:30 AM – Networking
11:55 AM – Lunch Served
12:00 PM – Announcements & Speaker Introduction
12:05 PM – Speaker Presentations, Q&A
  1:00 PM – Adjourn

Presenter Information:

Mindy Williamson, Chief Marketing Office and Bob Haines, Advertising and Promotions Manager