Behind the Scenes at the Western Idaho Fair: How CLM Marketing Helps Bring the Fun
4 minutes
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The Western Idaho Fair isn’t just another event—it’s a small city that springs to life every summer at Expo Idaho. And behind the scenes, there’s a team hustling to make sure it all comes together seamlessly. As the Fair’s marketing and development engine, CLM Marketing isn’t just another advertising agency. Yes, we handle campaigns, media buys, and digital strategies, but we’re also right in the thick of it, embracing the delightful chaos that is the Fair. From activating sponsorship to managing press relations and developing hundreds of signs for the grounds, our roles extend far beyond the typical marketing playbook.

This year’s creative campaign was an absolute blast, thanks to our incredibly talented illustrator, Julie Pegan. Her playful designs transformed everything from billboards to digital ads, turning them into a visual experience as rich and enticing as the Fair itself.

One of the year’s highlights was the Beer of the Year project. Working alongside Sockeye Brewing, we helped bring Kyle Durham’s winning Mexican-style lager homebrew recipe to life. CLM’s role was to name and brand it with the input of incorporating a nod to the lively spirit of the Mexican Luchador. The result? Mucha Lucha. And fun can art centered around custom illustrations to give a fun punch to the brand!

Our team also takes the reins on the Fair’s owned channels, from website development (which sees nearly half a million visitors each summer) to managing social media. We’re the ones behind the posts, the replies, and the hundreds of questions in the comments and DMs. During the Fair, we’re on the ground capturing content, running contests, and sharing all the exciting happenings of the Fair.

Promoting nearly 15,000 exhibits and supporting over 2,500 exhibitors is no small feat, but it’s one of our favorite jobs. Whether it’s celebrating the biggest pumpkin or the best sheep showmanship winner, our mission is to ensure each entry gets its moment in the spotlight. This year, those exhibitors were paid $165,000 in premiums and the Jr. Market Livestock Sale raised $650,000 for the remarkable 4-H and FFA youth participants.

And then there are the sponsorships. Developing and implementing sponsorships for the Fair is another big piece of the puzzle each year. We love partnering with businesses to make the Fair even better. This year, through a sponsorship with Sparklight, we helped expand WiFi coverage to more buildings around Expo Idaho, making sure everyone stayed connected (even if the goats didn’t need it). Meanwhile, our partnership with CBH Homes brought fresh, new carnival gate ticket booths to life, making entry smoother than ever.

Behind the scenes, we’re also orchestrating over 100 media interviews, coordinating VIP areas, setting up the Create & Play space, and even prepping the Babies Rest Stop for nursing mothers. We’re everywhere – capturing photos at a Meet & Greet, serving up BBQ, or ensuring the Dirt Road Dancing Swing Competitions has ribbons and prizes ready to go.

Working on the Fair is an adventure every single day. Some days we’re at our desks, and others we’re zooming around the grounds (on foot or by golf cart) to keep all the balls we’re juggling in the air. Opening day kicks off at 4:30 a.m. with a press blitz and winds down at 11 p.m. only to start back up with a 7 a.m. breakfast for the 4-H and FFA families. It’s a labor of love that leaves us a bit sleep-deprived, but seeing the joy and memories made makes it all worthwhile.

Sure, we’re the marketing arm of the Western Idaho Fair – but more than that, we’re part of a larger, incredible team dedicated to creating an unforgettable experience. It’s a whirlwind of action, filled with last-minute adjustments and a whole lot of fun. And when we see it all come together, it’s the sweetest reward.

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