Canfield Fair Brings More than Sales to Exhibitors
CANFIELD, Ohio – With as many as 380,000 people attending the Canfield Fair every year, being one of the 400 vendors or 200 exhibitors with a spot there can prove a boon for business.
The demand to be a part of one of the largest county fairs in the nation has led to a waiting list, according to the president of the Canfield Fair, Craig Myers.
What drives businesses to the fair, he added, is the same thing that draws families year after year.
“[It's] the tradition and the family. We come out because we see some people once a year and it's at the Canfield Fair,” he related. “People like DiRusso's … They come out because they can see the same customers and it turns into a big family reunion for the Mahoning Valley.”
For the past half-century, DiRusso's Sausage, Youngstown, has had a stand at the fair, which has played in role in its success.
“That's how our retail business has grown. Every time we get into a new market, the people that are buying our sausage are the ones who remember us from 50 years ago at the fairs,” said Amanda Sciola, DiRusso sales and marketing manager. “They see our name and are happy to get the product because they remember it.”
In recent years, DiRusso's started selling its products in stores in Columbus and Dayton as well as moved into the Northeast with distributors in Buffalo, N.Y.
Just having a booth at the fair, even when competing for fairgoers' attention, can have an impact on a business, said Myers, whose business, Myers Equipment Corp., has its own display.
“The exposure is certainly good. To put it in the standard of business measurements, you may spend the entire week here and not feel you did any good. But the customers that stopped by will remember you the next time he's in town,” he said.
Among the 200 exhibitors is Phil's Sales and Service, Columbiana, which sells farm equipment. The company spends about two months planning for the fair, said co-owner Jodee Boerio. Phil's has had the same spot just outside the grandstands since 1965 and, although several other farm equipment companies are all around them, the fair still helps business.
“It gives customers an opportunity to see different equipment. They can come to the fair, look at us, look at all of our competitors, and it's really a good show for everyone,” Boerio explained. “It gives us exposure. It lets people know who we are and what we have and where we are.”
For long-time companies such as Phil's and DiRusso's, returning to the Canfield Fair, which was a starting-off point, often carries a special meaning.
“It's nostalgic for us. It's where we originated, so every year we come here to where we born. It's an honor to be able to come out here and serve it exactly the same way they did it 50 years ago,” Sciola said.
Myers, who “probably went to my first fair in diapers,” said a culture change has taken place over the years when it comes to exhibitors.
“The culture's changed. The number of vendors has grown. The number of exhibitors has changed. And everything seems much more professional,” he said. “Everything is cleaner and neater. They all take pride in their exhibits. They landscape. Some of theses exhibitors spend thousands of dollars to put on a nice show for six days.”
Bigger companies have also taken note of what the fair can do for business. The General Motors display on the south side of the fairgrounds looks more like something seen in a suburban showroom than an exhibition a hundred feet from horse stables.
“We're not trying to sell these cars. It's about getting information to the consumer,” said Joe Finkelstein, the event manager for Chevrolet, Buick and GMC at the Canfield Fair. “They leave here with a better idea of what they're looking for. … Because we're not trying to sell them vehicles, it's a relaxed atmosphere so customers are much more likely to sit in the cars and ask questions.”
Within hours of the fair opening, Phil's Sales and Service moved several pieces of equipment. By the end of the fair, Boerio said, she hopes that half of the 42 tractors on display will be sold. Ultimately, though, it all comes down the people.
“It depends on the weather and it depends on the people who are here,” she said. “I think this is one of the best county fairs in the state … and it's one of the best farm displays any county fair has.”
Copyright 2014 The Business Journal, Youngstown, Ohio.
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