Washington State Fair

Strategic Consulting, Sponsorship, Rebranding and Date Expansion

Challenge
For nearly a decade, as the Washington State Fair and Event Center embarked on a journey of continuous improvement and growth, it enlisted the support of Caravel Marketing. The partnership included Caravel’s management of the fair’s integrated sponsorship efforts, an organization-wide rebranding effort, and—most recently—the challenge of a date expansion.

Solution
To ensure success, Caravel worked closely with the fair’s leadership team to identify opportunities and challenges related to an expanded 2016 schedule of event dates. Market research was conducted, stakeholders were interviewed, and a plan summarizing opportunities, approach and timeline was presented.

Outcome
The expansion initiative met all measures of success in its first year, including revenue and attendance growth. Additionally, since partnering with Caravel, the fair’s average sponsorship investment has increased by 100 percent and total revenue has grown by 60 percent. The rebranding effort has been recognized as a successful model by the organization, the community and throughout the industry.