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CALIFORNIA EXPOSITION & STATE FAIR
STATE FAIR, AGRICULTURE & MARKETING COMMITTEE
Notice of Regular Meeting
To Be Held
Friday, July 31, 2009 at 10:30 a.m.
In the Administration Building Boardroom
California Exposition & State Fair
1600 Exposition Blvd., Sacramento, CA 95815
COMMITTEE MEMBERS: Gil Albiani, Chair Director Marko Mlikotin
Director Kathy Nakase Director Amparo Pérez-Cook
MISSION STATEMENT
The mission of the State Fair, Agriculture & Marketing Committee shall be to review staff
recommendations and to make recommendations to the Board on policy matters concerning
the programming and marketing of the annual State Fair.
PUBLIC COMMENTS
Any member wishing to address the Board on any matter listed for consideration on this
agenda shall fill out a Speaker’s Form and provide it to the Board’s Recording Secretary. All
speakers will be recognized by the Chair and be allowed a maximum of three minutes to
address the Board.
AGENDA
All matters noticed on this agenda, in any category, may be considered for action as listed.
Any item not so noticed may not be considered.
MATTERS OF INFORMATION
1. Staff Reports (SF 1-11)
2. Update Committee on Information Related to 2010 State Fair Dates
ADJOURNMENT
Date of Notice: July 21, 2009
Pursuant to the American with Disabilities Act, individuals who, because of a disability, need
special assistance to attend or participate in any Cal Expo Board, Committee or any Advisory
meetings, or in connection with other Cal Expo activities, may request assistance at the Cal
Expo Administration Building office, 1600 Exposition Boulevard, or by calling 916-263-3247,
during normal business hours. Requests should be made one week in advance whenever
possible.
State of California California Exposition & State Fair
1600 Exposition Boulevard
Sacramento, CA 95815
916-263-3619
MEMORANDUM
Date: July 17, 2009
TO: Board of Directors
California Exposition and State Fair
VIA: Norbert J. Bartosik, General Manager/CEO
California Exposition & State Fair
From: Erica Manuel, AGM, Marketing & Public Relations
California Exposition & State Fair
Subject: July Board Report
Below is an update from the Communications Department, which includes marketing,
sponsorships, public relations and community relations. Additional information will be provided
at the meeting.
Marketing& Advertising
• Agency Update: The Runyon Saltzman & Einhorn team will provide a comprehensive
update at the board meeting.
• Subway Savings Days: At the time of this report, 169 Subway restaurants in the
Sacramento market were displaying and promoting the Subway Savings Days
partnership. A sample counter card and coupon will be shown at the meeting. Early
indications from the phone reports and email traffic indicate that this promotion will be a
success.
• Media & Trade Partnerships: Each year the departments (PR and Marketing) works
closely with various groups to cross promote the Fair. This year’s partners include, The
Sacramento Bee, News10, Sactown Magazine, Regional Transit, and dozens of other
community based publications and programs. Each year, the trade value of our
partnerships reaches more than $500,000. This amount is above and beyond the value
added media received from radio partners and out of market media outlets.
• Advance Sales: A State Fair sales and revenue update will be provided at the meeting.
• Grape & Gourmet: The Grape & Gourmet event was a marketing success. The
department worked closely with the Programs team on every facet of the event. We
wanted to ensure that the rebranding and relocation was successful, and that we
SF 1
maintained the CSF identity while respecting our partners’ involvement as well. To
accomplish that, here are some of the steps we took:
o Poppy Logo on all signage
o More than 12 different CSF ads running in high rotation on the 2 electronic
billboards
o CSF references and logos on all press releases and ads
o Large CSF booth & Fair display at the event, with Fair giveaways & prizes
o 3 State Fair bears: Weird, Wild & Wacky
o CSF photo booth with a custom CSF photo giveaway that included our concert
lineup and Fair dates on the back of every photo given out
o Numerous references to CSF and our competition in the event program & guide
o Numerous stage mentions by the entertainers
o Wine Magazines, buttons and other Fair collateral in every event bag
In addition, the media center team worked diligently to secure PR coverage from June
through the event date, while the marketing and sponsorships team worked closely with
media partners and other affiliates to get the word out. Here is an abridged recap of just some
of the coverage received of the wine competition and G&G.
o Examiner.com (June 22): Vino Con Brio Pinotage from Lodi; Examines the
history of the wine
o Top Wirenews (July 10): Focusing on Bloomfield Vineyard’s win
o Stockton Record (July 12): An article profiling Jeff Runquist.
o Modesto Bee (July 14): A look at the top winners of the Wine Competition.
o Manteca Bulletin (July 15): Article featuring the McManis Family Vineyards
o KFBK (June 12): Did a story the day their anchors attended the guest judging in
June.
o Sac Bee (June 24): The 5 W’s of G&G along with why it’s a great event for
people who don’t anything about wine, and those who do.
o Outword Magazine (July): Calendar blurb.
o Examiner.com (June 29): A preview of the event and one person’s excitement
about the upcoming event & why.
o Sacramento Press (June 29): A wine reporter’s preview of G&G and reasons for
attending.
o Sac Bee (July 1): A look at why G&G is the perfect “girl’s night out”
o Capitol Morning Report: Event details, plus promotion of Capitol Discount
o Weekly Calistogan (July 2): Peter Mondavi and Lifetime Achievement award
blurb
o Inside Bay Area (July 3): Calendar blurb
o Sac Bee (July 5): The 5 W’s covering the G&G along with promoting Chris
Macias’ upcoming attendance at the event.
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o News10’s “Sacramento & Co.” (July 7): Anchors Melissa Crowley & Jodie
Moreno talk for two to three minutes about G&G
o Modesto Bee (July 7): A review of the wine competition and Pooch’s thoughts on
some of the selections and interesting wine facts.
o Sac Bee (July 8): Reminding readers about G&G, Sacramento Wine & Dine
week, a look at how far Sacramento has come as a city and suggestions on places
to eat, drink, visit, play and taste wine in the Capital City.
o Sac Bee (July 8): Chris Macias reminding G&G guests he will be at the event
“tweeting”
o Sac Bee (July 8): Reminder about the event, and a preview of some of the dishes
that could be found at G&G (along with recipes)
o News10’s “Sacramento & Co.” (July 8): Chef Michael Tuohy from Grange
Restaurant and Bar preparing gazpacho and promoting G&G
o Sacramento Bee (July 9): Profile on Anne Jones and Harry Moss, and how the
Friends of the Fair are the recipients of wine sales proceeds at Grape & Gourmet.
o News10 5&6 p.m. newscasts (July 9): Darla Givens did a live shot during.
Newscasts from the Convention Center: the 5p.m. newscast she interview Pooch
and the 6 p.m. she did a live shot showing the event.
o KCRA 3 10&11 p.m. newscasts: A VO/SOT was shot of the event and guests
provided their opinions on G&G.
o KVIE: Reporter Rob Stuart covered the event for an upcoming story that will be
aired year-round.
o Examiner.com (July 11): A follow-up to an earlier article where the reporter
takes a look at her personal history with food and highlights combined with a
review of G&G.
o Capitol Morning Report (July 13): Event recap including Capitol “celebs” who
attended.
Sponsorships
• The Sponsorship team has been working very hard on securing additional revenue to
make up for the decline in revenue from the auto industry partners. We have had an
overwhelming response from mobile tour groups and will likely have a record number of
mobile tours this year.
• A final sponsorship revenue report will be provided at the meeting.
Public Relations & Community Outreach
• Media Center: The following press releases were generated by the media center staff
and were distributed to media by the time of this report:
o June 16, 2009: California State Fair Offers Tons of Recession: Proof Family
Fun!
Discount Tickets Now on Sale
SF 3
o June 17, 2009: Youth Task Force Advisory - Join Us for Weird, Wild & Wacky
Summer!
o June 18, 2009: Thousands Expected at Cal Expo’s Tenth Annual
Independence Day
Celebration - Fireworks, Music, Dancing & LIVE Harness Racing!
o June 22, 2009: 2009 Golden Bear Chef Challenge in California Foodstyle
Building
Golden Bear Chef Challenge Combines Excitement and Love of Cooking
o June 22, 2009: California State Fair Hosts 5th Annual Firehouse Chef
Challenge!
Cooking Competition Combines Tasty Treats with Fire
o June 23, 2009: State Fair Invites California Cities to Participate in the 2009
o June 24, 2009: Nation’s Largest Tasting of Award-Winning California Wines
Moves to Sacramento Convention Center - Discount Tickets Now on Sale!
Signature State Fair Event Now Part of Sacramento Wine & Dine Week
o June 25, 2009: Season Pass to Raging Waters and the California State Fair
Available
Now! Save Some Cash and Keep Cool with the Fun Fair Combo Pass
o June 26, 2009: At-Risk Youth Recognized for Positive Life Changes- ‘Step Up
Positive Change Awards’ Deadline is July 24
o June 29, 2009: Enter Your Wiener! California State Fair to Host 10th Annual
Dachshund Derby
o July 1, 2009: Cal Expo Prepares to Celebrate the 4th of July With a Bang!
o July 6, 2009: New ‘Vineyard of the Year’ Award to be presented at
California’s
Grape & Gourmet Event
o July 7, 2009: Karaoke Champions Invited to Compete 2nd Annual California
State
Karaoke Championship - $3,000 Prize Pool Up for Grabs
o July 7, 2009: A Toast to Wine Industry Icons! Wine Lifetime Achievement
Awards Presented at the California State Fair
o July 9, 2009: State Fair Announces The Best California Wines- Winners to be
Honored at the State’s Premier Wine & Food Event
SF 4
o July 14, 2009: Taste of Success Winemakers Gather in Lodi for 2009
California
State Fair Home Wine Competition
o July 15, 2009: The California State Fair Toasts the Success of California’s
Grape &
Gourmet - Premier Wine and Food Event Draws Record Crowd
o July 16, 2009: Cal Expo Welcomes the Most Prestigious Competitive Dairy
Goat
Show in the Nation
o July 16, 2009: FREE California State Fair Admission Offer Kicks Off - New
SUBWAY® restaurants/State Fair Partnership Offers FREE Fair Admission with
Purchase of Unlimited Ride Wristband
o July 17, 2009: Learn to be a Veterinarian at the 2009 California State Fair!
• Step Up: The Step Up program is taking the lead on planning a “Flash Mob” event at
Raley Field on July 31. The rehearsals are scheduled at Cal Expo and Raley Field on July
25 and the week of July 27, respectively. All indications suggest that the event will be a
fun way to promote the Fair outside our venue to regional families and sports fans.
With heightened interest in support and recognition programs for at-risk youth, the Step
Up Positive Change awards have received considerable media coverage and public
interest. Program awareness has reached an all-time high and we have received dozens of
requests for applications this year, compared to the 6-10 applications we have received in
previous years. We are excited about the statewide interest and look forward to working
with Willie Pelote and AFSCME to reward these exceptional youth during the State Fair
Star program.
• Corporate Sales: The corporate sales program is moving along nicely with numerous
events booked by Tina Novoa and the corporate sales team. A sales update will be
provided by the meeting.
Any additional team updates will be provided at the meeting.
SF 5
State of California California Exposition & State Fair
1600 Exposition Boulevard
Sacramento, CA 95815
Tel: (916) 263-3010
Fax: (916) 263-7903
MEMORANDUM
Date: July 15, 2009
To: Board of Directors
California Exposition & State Fair
Via: Norbert J. Bartosik, General Manager/CEO
California Exposition & State Fair
From: Patti Garamendi, Assistant General Manager, Programs
California Exposition & State Fair
Subject: July Board Report
Below are project updates and recaps for the July Board Meeting:
• California’s Grape & Gourmet: The winning wines and wineries from the 2009
Commercial Wine Competition were announced at the 2009 California’s Grape &
Gourmet wine & food event on July 9th at the Convention Center. The Agricultural
Advisory Council honored Ms. Zelma Long, Mr. Peter Mondavi, Sr. and Professor Vince
Petrucci with lifetime achievement awards for their contributions to the wine industry.
Vineyard of the Year was awarded to Ridge Monte Bello and their esteemed winemakers
were on-hand to accept this inaugural honor. Following the awards ceremony, the
winners hosted VIPs to a special tasting of their wines which proved to be very popular
and a smashing success! This year’s attendance smashed all previous records, too! Total
event attendance was 5,449. Ticket sales nearly doubled from 1,206 in 2008 to 2,373 in
2009 a 97% increase! Anticipating an increase in attendance, over 170 volunteers were
mobilized to staff the event. Over 250 wineries poured their award winning wines, nearly
80 of the area’s top restaurants served samples, award winning brews and cheeses were
also on hand for tasting.
• Commercial Wine Competition: The 2009 California State Fair Commercial Wine
Competition was held June 10, 11 and 12. Over 2600 wines were entered by 607
wineries. Sixty-eight judges spent three days judging the wines. Awards were decided
for Best of California, Best of Region, Best Red wine, Best White wine, Best Dessert and
Best Value wine as well as the Golden State Winery of the Year Award. We also
honored the top red and white wine in the Micro Winery category new to our competition
this year.
SF 6
Ridge Vineyard’s Monte Bello Vineyard received The Vineyard of the Year Award.
Given for the first time, this special designation was established to recognize the
California vineyard that has consistently produced wine of superior quality and
marketability.
Save Mart Wine Country will present many of the Gold medal winners from this year’s
competition at the 2009 run of the Fair. Wines will be available to purchase by the taste,
the glass or the bottle. All the top winners as well as all Gold and Double Gold winners
will be on display in the Wine Garden area.
• Home Wine Competition: The California State Fair Home Wine Competition was
judged on Wednesday, July 15th at Wine & Roses Hotel and Spa in Lodi, California.
Nearly 1,000 entries were judged by 51 professional judges. A surprising number of
amusing and attractive labels were entered in the amateur wine label contest, too.
Winners of the Home Wine Competition and the Wine Label contest will be recognized
during the California State Fair.
• California Agricultural Heritage Club: To date, 100 Year Applications have increased
although are slightly down for 125 & 150 Years.
2009 Inductees 2008 Inductees 2007 Inductees
100 Years 15 11 22
125 Years 9 11 18
150 Years 2 5 11
The Recognition Ceremony & Brunch will be held Wednesday, September 2, 2009.
• Agricultural Advisory Council: The next Agricultural Advisory Council Meeting is
scheduled on Monday, August 24, 2009 at 2:00 p.m. This is an informal meeting held at
the Log Cabin. A Farm Tour will be conducted following the meeting.
• Bullfest: Cotton Rosser’s Bullfest will take place at 7:30 p.m. on Cattlemen’s Day,
August 28, and 7:30 p.m. on August 29 in the Arena. Mutton Busting and coin dig will
precede Bullfest starting at 7:00 p.m.
• Sale of Champions: Parnell Dickinson, Inc., comprised of Jake Parnell, John Dickinson
and Luke Parnell, will be coordinating the Sale of Champions on Monday, August 24,
2009, in the Grandstand.
• Cavalcade of Horses: We have been lucky in receiving many exhibitors who are willing
and excited to be able to perform free of charge. The Carousel of Breeds will be huge
this year, and include participation of a group memorializing our military forces. The
Thoroughbred Theatre is coming along very nicely and an addition this year will be a
Mini Whinny barn where children can play with Miniature horses and other activities
associated with Minis.
SF 7
• California Ranchland: The Petting Farm in Ranchland will be a paid activity this year
and the pony rides, also a paid activity, will be moved into Ranchland. Knightly Rides, a
paid activity, will be in Ranchland giving patrons the opportunity to get on a huge horse!
We will have chicken petting, Chickens of the World, livestock crafts, Pony School, the
Winners Circle where children can have their pictures taken with a small animal, and, of
course, our extremely popular Children’s Dairy Center.
• Best of Show Horse Show: Judges are hired and have several good volunteers willing to
help our staff. The dates being changed to the last part of the last week has not appeared
to be a problem. The Equine Champion Challenge is organized with donations for the
Savings Bonds all confirmed and judges on the roster.
• Versatility Ranch Horse Class: The dates have been changed due to the Cattlemen’s
Day date change and we are getting even more entries due to the fact we are holding this
competition on a weekend. There has been a lot of interest in our two Versatility Clinics
which will also be on a weekend, the Saturday before the Versatility competition.
• Fun For All Day: Most of the carnival rides will be in the adult carnival this year rather
than in the Kid’s Carnival as they were last year. The majority of our guests are adults
with disabilities. We have again offered a booth to Alta Regional for consumer greeting
and they are pleased as it was very successful last year. We have two handicapped riding
groups who will perform for the public that day as well as three Guide Dogs for the Blind
groups.
• FFA AG Mechanics Competition: Interest is high again for our greatly improved
Competition which was very successful last year. We will also display several of our
indoor projects in the Industrial & Technology Education exhibit in Expo Center –
competitors are pleased about that. We have a volunteer high school Ag teacher who will
assist Jack Pchelkin with this competition.
• Rancheros Visitadores, Sonoma Trail Blazers and Frontier Boys Day at the Fair.
Once again Steve Beneto has invited the members of these groups and their guests to a
fabulous noon barbecue at Hussongs next to the rodeo arena while the Ranch Rodeo is in
progress. Invitations are being sent out for this great event.
• Wonderful, Wild & Wacky California: Final selections of exhibit and design elements
have been determined. Delivery dates are being scheduled for all three dimensional items
and construction of exhibit has begun.
• Dept of Water Resources: The layout and colors for the Department of Water Resource
exhibit are completed and approved. California State Fair exhibit team and DWR
continue to meet and are moving closer to approval of exhibit composition and content.
Interactives and design elements have been determined and are being built. Save our
Water Day presented by DWR will be Sept 1.
SF 8
• Industrial & Technology Education: This program has begun to take on an air of
excitement within the schools, teachers and students. This year’s entries were dropped off
on Saturday, July 11, with an increase in wood working as well as a couple of large, very
amazing entries. Very impressive pieces this year and more entry diversity throughout.
Judging is on Thursday, July 16.
• Youth Art & Design Expo: Entries have been judged and we have our winners. The
Best of Show winners include: “Last Day,” a woods-themed ceramic sculpture by
Jonathan Schleissman; “Wool Suit,” by Ashley Olson; “Black Sabbath Warlock,” a
guitar design done in intricate wood-burn; “Ghana at Play,” a graphic design piece by
Mondrea Vaden. The 500 winning pieces have been moved to Expo #1 and are being
prepped for display by the Design Team. Non-selected pieces will be picked up on
Saturday, July 18.
• Counties Exhibits: As of July 14, Counties have begun to arrive for installation. Right
now we are holding at 33 Counties – 2 less than last year with several new ones in the
mix. Staff has been working hard assisting counties with their questions and needs,
keeping them focused on deadlines. Many counties have jumped on board with the fair’s
theme.
• California Building: Within the California Building this year will be the Counties
Exhibits, Department of Water Resources Exhibit, Green Dream Expo, California
Authors, NAACP 100th Anniversary Exhibit (new this year), Sacramento Children’s
Museum (new this year), 4H exhibit, News 10, Golden One Credit Union, Home Wine
and Brew display, food and Randy’s exhibit!
• California Creative Arts: This building features the talents of California’s crafters and
artisans presenting the California Lifestyle, a showcase of crafts and textiles created by
California’s adults. Competitive divisions include Creative Arts, Handcrafts, Fiber Art,
Needlework, Quilting, Wearing Apparel and Designer Show (including costumes).
Entries for the competition were received on July 10 & 11 with judging on July 15.
• California Kitchen’s Board of Directors Chef Challenge: The Board of Directors Chef
Challenge is scheduled for Saturday August 29 at 2:00 p.m. in the kitchen. This exciting
challenge will provide the culinary battle ground for three chefs (Directors) along with
their sous chefs to create an award winning specialty live in the Kitchen.
• It’s A Candy Nation: This sweet feature exhibit will showcase the world of candy with
highlights on Jelly Belly, See’s Candy, PEZ, Wrigley’s and many more candy companies
in this tasty exhibit all about candy. See the Jelly Belly Chopper and bean side car, Pro
Cycle Team Bike, Jelly Belly portraits of Ronald Reagan and the Governor. Also, during
the fair, a custom Jelly Belly Portrait will be built before your eyes! See’s Candy will be
providing an Model A and the See’s Harley Davidson with side car as well as a vintage
store display and an ”I Love Lucy” candy conveyor belt interactive with a Lucy look-a-
like plus numerous artifacts. Other features in the exhibit will be a huge candy mountain,
complete with a candy factory with all the “smells” you would associate with such a
SF 9
sweet exhibit. In addition, there will be a seasonal candy display, a candy store and a
Science of Candy demonstration stage with daily shows. There will also be daily give-a-
ways of Jelly Belly Fair Flavors, See’s, PEZ, and much more. There will be many hands-
on opportunities, sights and smells as well as much candy to buy and eat, the history of
candy area with an emphasis on California companies.
• The Farm
School Tours: Kaiser Permanente awarded a $25,000.00 grant to the Friends of the
California State Fair to conduct “The Farm” Fair Time School Tours and Spring/Fall
Farm School Tours. The funding will support the Tour Guide and Passport Program.
Funding will also be utilized for materials needed to conduct tours and assist with staffing
needs.
The “Fair Time Farm School Tour” announcements have been distributed to both
public and private schools. Also, additional announcements have been sent to schools
who qualify as Title I School; which are those at a 50% or more reduced meal
enrollment.
Tours will be offered Tuesday, August 25 and Tuesday, September 1, at 9:00 a.m.,
9:30 a.m., 10:00 a.m., 10:30 a.m., 11:00 a.m., 11:30 a.m. and 12:00 p.m.
The two-hour education field trips are designed for grades first through sixth and will
include an informational presentation, semi-self guided interpretative walk, planting,
harvesting and other “hands-on” activities. The tour emphasizes plant biology, ecology
and the interactions of agricultural systems. Our goal will be to increase the students’
understanding of agriculture and to encourage and enhance their abilities to communicate
their new findings about California’s number one industry.
The California Department of Food and Agriculture will grant Cal Expo $10,000.00 to
conduct Vet School and Farm Games. Funding will be utilized for materials needed to
conduct the programs and assist with staffing needs.
Dirt to Dish: Presentation announcements were distributed and the program will be
offered every Friday, Saturday, Sunday and Labor Day. Presentation applications are
posted on the State Fair website.
Vet School: Vet School will be offered August 22, 29 and September 5, 2009, from
5:00 p.m. until 9:00 p.m. UC Davis, School of Veterinary Medicine will be conducting
hands-on activities and lessons to promote animal health and welfare. The program will
be offered to children between the ages of 10 and 17. Applications are posted on the
State Fair website.
SF 10
Insect Pavilion: The Insect Pavilion Phase III Renovation Project, which is funded by
The California Department of Food and Agriculture, has begun. The project is a
continuing project which began in 2007 and continued in 2008. The structure walls are
being insulated, a new Cooling Unit has been installed and additional artwork will be
added. Funding will also support exhibit staff.
The Forest Center: The “Fair Time Forest Center School Tour” announcements have
also been distributed and the tours are available the same days and times as the Fair Time
Farm Tours. Students will step into the forest and learn a wealth of information that
covers all aspects of a forest, from its primitive beginning as a seedbed to a thriving
ecosystem and the organisms that live in them.
• TB Testing: Due to the ongoing bovine TB investigation involving dairy herds in
California, dairy cattle exhibitors must provide proof of a negative tuberculosis test for all
dairy breeding cattle over six (6) months of age showing at the California State Fair.
• Livestock DNA: We received DNA Samples for 83 Market Steers, 119 Market Goats,
456 Market Lambs and 382 Market Hogs. Market Steers were down 40% and market
hogs were down 10%. Junior Livestock entries closed on July 10.
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