When Pam Simon started working as a part-time employee at the Minnesota State Fair 24 years ago, she never dreamed she’d one day become a full-time sales and exhibit manager. “I love my job so much that it never feels like I’m going to work,” she says.
Since its inception in 1859, the fair has built a tradition of hosting local artisans. While shopping opportunities once were primarily concentrated in the Grandstand (though staples like heritage brand Faribault Mill and artist Adam Turman continue to hold their grounds throughout the two-week event) and the Merchandise Mart, growing interest from both shoppers and vendors has meant that nearly every section of the fairgrounds is now filled with retail establishments.
Now, Simon is committed to leveling up the experience year after year: “When I started, vendors were assigned to spaces somewhat randomly, based on whether they could physically fit into the space available,” she says.
Over the years, Simon and her team have developed themed “districts” around the fairgrounds, always mindful of what types of vendors fit in each location. For example, the Grandstand Veranda now features a space dedicated to makers, with numerous brands and artisans offering a “sip and shop” experience along with food and beverages. The West End Market brings an artisanal vibe to shopping, with Twin City brands like I Like You, Urban Undercover, Hagen and Oats, and Native Roots representing a locally rooted presence. Sports fans can find gear at Fan Central, while the International Bazaar offers a global vibe with products from around the world.
When it comes to selection and discovery, Simon keeps her antennae up, constantly heading out into the local area and visiting trade shows in search of the latest and greatest. “I’m looking for vendors that have things I’ve never seen before,” Simon says. She’s discovered brands like Lip Esteem, a Black- and women-owned, cruelty-free lipstick and plant-based cosmetics company, and Machine Age Lamps, which sells steampunk lamps handcrafted from salvaged materials. “We try to stay ahead of what everyone else is offering.”
Minnesota Market Curator Mitch Bertiom likens being selected to sell at the fair to winning the lottery. Bertiom is asked to write several letters of recommendation each year for local vendors who want to be selected. “For local people, having a booth at the fair is a milestone,” she says.
Local brand Must Be Laugh joined the fair’s roster of retailers just six months after starting up business. Owner Reggie Carter is now in his third year selling premium dog treats at the Pet Pavilion, winning the fair’s Top Vendor award last year. “It’s been amazing to see new business relationships and partnership opportunities,” says Carter. “The support and kind words we’ve received from people is something you can’t really believe or feel until you’ve been there.”
Of course, blockbuster sales are the end goal, but many vendors say the fair also helps with research and development. “It’s great to interact with so many people from all over the world and hear what they like, what they don’t like, and why,” says Tony Nelson of PuzzleTwist. “It’s resulted in a lot of ideas for future product releases. It’s a great benefit to get so much product insight in a short amount of time.”
For some businesses, including PuzzleTwist, Sota Clothing Co., Adam Turman, I Like You, Paddle North and By the Yard, a presence at the fair is a gateway to other retail and wholesale opportunities. “We always hear from several retailers after the State Fair,” adds PuzzleTwist’s Nelson. “While we’re currently doing fewer events and shows, the Minnesota State Fair is one of the best fairs and we plan to continue to do so. We’re amazed at how many people tell us that our booth is one of their must-stops every time they visit.”
Irish on Grand, a long-established St. Paul retailer with a loyal Twin Cities clientele, uses the fair to connect with customers across the state. “The fair is a unique opportunity to meet people who would never know we existed otherwise,” says co-owner Liam O’Neill, who is marking his 33rd year selling Irish products at the fairgrounds.
It’s clear that fair-goers are looking for a little retail therapy along with their skewered food. “We have dedicated shoppers who come early in the fair, solo shoppers with a purpose, people who get excited about new vendors, and people who come back year after year to stock up on their favorite booths,” Simon says. “If you look at the number of repeat customers year after year, you know shoppers are buying.”
