This Month’s Newest Members
Joey Azar
Jazarsllc Yuma, AZ
Steve Chapman
Thompson Peak Concessions
Janesville, CA
David Cuevas
Jonah Bees Bbq LLC Rialto, CA
Zach Fisher
Kentucky Derby Festival Louisville, KY
David Gallo
The Apple Cart, LLC Indiana, PA
Sergio Gutterrez Grand Concessions
Brandon, FL
Megan Hagy MKM15 Melbourne, FL
Tamarra Hamons
Mama T’s Off The Hook Eatery Buckeye, AZ
Carrie Hayes
Performance Foodservice Gilroy Gilroy, CA
Brandon Heidt
Epic Eateries AnKeny, IA
Kenneth Leipart Jammin Concessions
Waukegan, IL
Jennifer Luckhart Nuthatch Hill BBQ Co Lincoln, IL
Mike Martinez
Mama T’s Off The Hook Eatery Buckeye, AZ
Derek Perot
Gourmet Soul Pasco, WA
Justin Prestidge
Custom Trailer Pros Overland Park, KS
Janet Redmond Yamhill County Fair
McMinnville, OR
Kelley Rowe
Island Noodles WI/MN Inc
Temperance, MI
Clara Vanderhoof LuLu Lemonade Company Spring Hill, FL
Brittney Wilson
Moes Pizza
Oakdale, CA
This Month’s Member Renewals
William Beaty
The Coca-Cola Company
Odessa, FL (1999)
Joe Betras
Whirley-DrinkWorks! Warren, PA (2012)
Danielle Bohler
Red Gold, Inc.
St. Charles, MO (2023)
Sarah Bollinger
Conagra Food Service Chicago, IL (2021)
Ron Cheatle
Swanel Beverages, Inc. Hammond, IN (2010)
Ryan Cipriani
Teti Bakery Chardon, OH (2014)
Tommy Coffing
UsedRides.com
Greer, SC (2022)
Jon Colt
First Food Dallas, TX (2021)
Jerry Constantine Corfu Foods, Inc.
Bensenville, IL (2004)
Sara Corrigan
Lamb Weston
Dallas, TX (2008)
Brent Cristao
Vanee Foods
Oak Brook, IL (2021)
Rex Cusumano
Cusumano & Sons, Inc.
Mt. Vernon, IL (2006)
Dena Demarco
Ricos Products
San Antonio, TX (2015)
Bob Dias
Burger Bob’s Concession Fort Myers, FL (2017)
Otto Etzel
O.E. Brokerage Company St Louis, MO (2024)
Carol Francis
Western Equipment Finance
Devils Lake, ND (2022)
Jason Gardner
Gold Medal Products Co. Cincinnati, OH (2001)
Cal Graves
Mr. G’s Quality Cut Meats
Chillicothe, MO (2004)
Chris Hall
TasteMaker Foods Hernando, MS (1998)
Sue Harrison
Handy Wacks Sparta, MI (2016)
Trey Higdon
Perfect Stix, LLC Vero Beach, FL (2006)
Bob Kaiser
Kaiser Pickles Cincinnati, OH (2017)
Sandra Lewis
Nathan’s Famous Jericho, NY (2015)
Brian Lynn
Victor Products Co. Richmond, VA (2016)
Scott Mooney
Ole Mexican Food Norcross, GA (2018)
Georgine Miley
Mrs. T’s Pierogies Shenandoah, PA (2023)
Ronald Netterfield
Netterfields Popcorn & Lemonade, Inc.
Land O’ Lakes, FL (1994)
Brad Pawek
Valley Meats, LLC
Coal Valley, IL (2009)
Mike Petzel
Dawn Food Products
Kansas City, MO (2006)
Joe Rattermann
Rattermann & Associates
Kirkwood, MO (2015)
Andy Schaefer
R.J. Schinner
Hazelwood, MO (2011)
Chad Shields
J & J Snack Foods Springfield, MO (2016)
Annie Shugart µ McGowan Allied Specialty Insurance
St. Petersburg, FL (1993)
Doug Stacker
Randolph Packing Streamwood, IL (2023)
Billy Tomber
RIO Syrup Company, Inc.
St. Louis, MO (1997)
Mike Zumbahien
Joy Cone Company
Hermitage, PA (2007)
Jay Wells, CCE, President
PRESIDENT’S MESSAGE PRESIDENT’S MESSAGE Making Lemonade
As we come to the end of Fair Season and roll into what I like to call “Convention Season,” I find myself reflecting on how thankful I am for the lessons we’ve learned, the people we’ve met, and the work we’ve done together in 2025. Our Industry is constantly changing, and as Concessionaires, we’ve learned to adapt. We’re very adaptable! We’re constantly changing—and that’s something to be thankful for.
It’s been a tough year in many ways. The economy has had a big impact on all of us—prices for supplies, equipment, and even daily operations have gone up dramatically. Fairs everywhere have had to raise admission and parking fees just to cover costs. I’ve seen parking range from $15 to $30, and getting in the gate often costs $17 to $20 per person! That means the first person through the gate might already be paying $35 or more before they even see us on the grounds. Multiply that by a family, and you can understand why the public feels the pinch!
It’s not just the Fairs or the Concessionaires— it’s everyone. While I don’t think we’re going to solve every problem right away, I do believe that if we can get together to discuss these problems, that’s a big step toward answering them. That’s what I want to focus on as we gather this month at NICA Marketplace: coming together, talking openly, and finding ways forward—“Together!” This event one of our greatest benefits, maybe even bigger than people realize. It’s not an “East” or “West” thing either—it’s a well-rounded program that brings us together. In fact, this year’s NICA Marketplace is shaping up to be the biggest one yet. We have a SOLD-OUT Trade Show—our largest ever—with 49 Trade Show Exhibitors. We’ve redesigned the room
four or five times to fit everyone in, and it’s going to be packed with new faces, new products, and new opportunities for our members.
We’ll also have a great lineup of speakers and sessions to keep things informative and engaging. And don’t forget to join us as we recognize our new Certified Concessionaire Executives. We’ll have a record number of Recipients this year, and I couldn’t be prouder of the effort, professionalism, and dedication our members continue to show.
After Marketplace, we’ll be heading to the IAFE Convention, where NICA will again take part in multiple sessions and Zone Meetings. We’ll be reporting on our year’s accomplishments and the overall health of NICA, and we’ll hold our Advisory Luncheon where we meet one-on-one with Fairs to share ideas and listen to their feedback. Those conversations are invaluable—they help shape how we move forward as an organization.
Then, before we know it, it’s time for the holidays and a little time at home with family. I’m looking forward to catching my breath and getting ready for another great year ahead. As we head into the Thanksgiving season, let’s take a moment to be thankful—for our families, for our friends in this Industry, and for the opportunities that keep us going. We may not know what tomorrow will bring, but as I like to say, “When life gives you lemons, sometimes you just make lemonade.”
We’re in this business because we love it. We love the people, the challenges, the excitement, and the chance to serve our customers. And as long as we keep working together, we’ll continue to find our way. So as I always say, remember to “Look Sharp, Be Sharp!” and as NICA reminds us all each and every season, “Together We Can!” ▲
OFFICERS
President: Jay Wells, CCE
1st VP: Stacey Pittroff-Barona, CCE
2nd VP: Michelle Allen, CCE
Secretary: Sandy Class, CCE
Treasurer: Bary Bunts, CCE
DIRECTORS
Brandy Arredondo, CCE
Jacqueline Bradbury, CCE
Phil Delahoyde
Bryan Enloe, CCE
Dan Lusenhop
Nathan Vandewarker
Mickey Venegas
Nate Wells, CCE
Daryl Whicheloe, CCE
Trent Wilkes
PAST PRESIDENTS’ COUNCIL
Kim Barr, CCE
Vincent Nelson, CCE
Daryl Whicheloe, CCE
Sandy Class, CCE
Don Delahoyde, CCE
Kathy Ross, CCE
Dan Lusenhop
Dominic Palmieri, CCE
Paulette Keene, CCE
Joe Potillo, Jr.
Greg Miller, CCE
Tom Sattler, CCE
Russ Harrison, CCE
Richard Busse, CCE
Tom Hodson, CCE (Deceased)
Jim Hodson, CCE (Deceased)
Tim O’Brien, CCE
Ron Smith
Adam McKinney, CCE
Mike Pence, CCE
Jack Woods, II, CCE
Bob Hallifax, CCE
Frank Parnell, CCE
Larry Orme (Deceased)
Larry Sivori
Rich Wright
Bill McKinney, CCE (Deceased)
Arthur Pokorny, Jr.
Gene O’Brien, CCE (Deceased)
STAFF
Executive Director : Rey O’Day
Communications Manager & NICA News Editor : Jesse Willard
Senior Event & Project Manager:
Ann Menchen
Membership & Office Assistant:
Mary Vega
Commercial Exhibits Council
Coordinator : Jeff Thornberry, CCE
East Council Coordinator :
John Juliano, CFE
Midwest Council Coordinator :
Dennis Larson, CFE
West Council Coordinators : Don Delahoyde, CCE & Julie Dunn
NICA FOUNDATION
President: Audrey Poole
VP : Daryl Whicheloe, CCE
Secretary : Rey O’Day
Treasurer : Kathy Ross, CCE
Michelle Allen, CCE
Reilly Berk
Carmel Dyer-Pittroff, CCE
James McConnell
Vincent Nelson, CCE
Stacey Pittroff-Barona, CCE
Larry Sivori
Ron Smith
COMMERCIAL
EXHIBITS COUNCIL
Nancy Chapman
Nathalie Harrington
Christopher Nielsen
Edward Reeder, Sr.
Ryan Rickey
James Toler
Denise Warner
David Webster
Diana Wolf
EAST COUNCIL
Bary Bunts, CCE
Ryan Collmer
Whitney Fraleigh
Robert Groscurth
Ryan Hagy
Vito Marotta
Gino Orlandi
Patty Tessari
Michael Zdebiak, Jr.
MIDWEST COUNCIL
Connie Boesen
Chad Kolar
Bruce Kozelou
James McConnell
Richie O’Neil
Matt Ribar
Mickey Venegas
WEST COUNCIL
Carmel Dyer-Pittroff, CCE
Rodney Fazackerley, CCE
Alan Harrington
Gigi Horowitz, CCE
Miki Martin, CCE
Kevin Peck
Albert Valadez
Nate Wells, CCE
Gus Whicheloe
Nick White, CCE
RIFFING WITH REY
RIFFING WITH REY
Rey O’Day, Executive Director
Welcome to the 4th Annual NICA Marketplace “Together!” in Las Vegas. This is a project NICA has been working on since 2020, and it was the logical extension of our ten years of Strategic Planning that included becoming a Professional Voice in our beloved Industry. In its fourth year, we are proud that the event has even more to do and see! This event is the essence of “Together We Can!”
In Monday’s Opening Keynote Session we will hear from 2025 President Jay Wells, CCE, honor the memories of Linda Frisco and Jessica Gottsche, and close with the Keynote Address “Artificial Intelligence is Here to Stay!” by Mark O’Shea, Noise New Media, with an introduction by Fiserv / Clover’s Tina Hollis. This will lead into our Educational Sessions and “How To” Workshops, where it is NICA’s tradition to give out a Door Prize at every one we present. We will also be giving out one Free Sweepstakes Ticket for every session that you attend (while they last). Our signature “Chat & Chew” Roundtable Luncheon features 23 important topics that are sure to spur important, lively conversations over lunch. The Sold-Out NICA Marketplace Trade Show features 49 companies that serve our businesses who are eager to meet you, serve you, and strengthen relationships with you. Talk to them and please support them! In addition to visiting Trade Show Exhibitors, enjoying grazing Happy Hour on Monday and the “Meet, Greet & Eat” Lunch on Tuesday choosing your favorite Free Sweepstakes Ticket item, and networking with others. We are also very happy to provide a CPR Training Class on Sunday, and a Sysco-Las Vegas Warehouse Tour on Wednesday. Tuesday will open with the Keynote Address “Unshakable: Building Resilience in Times of Change,” presented by Jeff Thornberry, CCE, NICA’s Commercial Exhibits Coordinator, followed by a Roundtable Session with Fair and Vendor Colleague Thought Groups and a sneak preview of our Sister Organization’s IAFE Fairs Economic
Savor the Blessings!
Impact Report. After another afternoon of Educational Sessions and “How To” Workshops, we will gather together again for a “Dollars and $ense” Symposium, featuring collaborative ideas, discussions, and solutions on the most important topics facing our Industry right now, asking “What’s On Your Mind?” and “What’s Your Idea?” Afterwards, in the Closing General Session, we will hear from our Scholarship Recipients and a Keynote Address from Dr. Ryan Davis on mental health. The Industry Excellence Reception will begin with honoring our Certified Concessionaire Executives and Good Neighbor Award Recipients, Antelope Valley Fair and Ohio State Fair. Next, we will award our Sweepstakes Prize Winners, find out who’s going to the Super Bowl, and President Jay Wells, CCE and 1st Vice President Stacey Pittroff-Barona, CCE will lead the Champagne Toast, capping off Marketplace. To learn more, we have compiled a program starting on Pages 24 and 25, which also features the Trade Show map, descriptions, and contact information, starting on Page 30. Since surprises are bound to happen, view both the onsite and online schedules for program updates.
Please remember that what happens at NICA Marketplace “Together!” does NOT stay in Vegas; it was designed to LEAVE Vegas to permeate your Communities, Fairs, Businesses, Families, and Lives, knowing that we are “Shining Bright!” Of course, once we have had the chance to be “Together!” this month, we will make the “Journey to the Top” at the IAFE Convention in Denver, CO, and bring in the new year by “Making Connections!” at the 2026 NICA Business Expo and Fare Foods Food Show in Tampa, FL, February 9-11, 2026
As we prepare to gather with loved ones soon, we’re filled with gratitude for each member of our wonderful NICA Family. It’s because of you that we continue to thrive! May this Holiday Season bring you warmth, joy, and a moment to savor the blessings of friendship, inspiration, and community. We live blessed lives, “Together!” Cheers,
Association ANNOUNCEMENTS
Do you have any announcements you would like to share? Contact us at (813) 438-8926 or nica@nicainc.org
In Loving Memory of Lorraine Marie Lewis
We are saddened to report on the passing of Lorraine Lewis, mother of Kim Palmieri, RCS, and mother-in-law to Dominic Palmieri, CCE, NICA Past President and 2023 Hall of Fame Recipient. The family shared the following tribute online:
Lorraine M. Lewis, beloved mother, grandmother, great-grandmother, sister, friend, and pillar of the Casa Grande community, passed away peacefully surrounded by family on October 22, 2025 in Phoenix, AZ at the age of 75. Born in Watsonville, CA, Lorraine’s life was defined by her warmth, generosity, and unwavering dedication to those she loved. In 1968, Lorraine married Guy Leavitt; together they had three children before later parting ways. In 1979, she married Curtis W. Lewis, her devoted husband of 46 years. Lorraine was the proud mother of four children: Jody Leavitt Lopez of Casa Grande; Kim Leavitt Palmieri (Dominic), Christopher Leavitt (Kimberly) of Phoenix; and Kim Padgett (John) of Kennedale, TX. She was adored by 14 grandchildren, 9 great-grandchildren and 3 step-children. All of whom were the center of her heart. On Saturdays you could find Lorraine on the sidelines watching her grandchildren play sports. She never held back cheering them on!
Lorraine was known for her honesty, friendliness, and vibrant personality. She made a lasting impression on everyone she met, bringing light, laughter, and love into their lives. Lorraine’s life will be celebrated by family, friends, and community who will carry on her legacy of compassion, joy, and service. She will be deeply missed, but her spirit will forever remain in the hearts of those she loved and inspired. “Her love and laughter will echo through generations, a testament to a life beautifully lived.” ▲
2025 Hall of Fame Nominations Due December 15th
The NICA Hall of Fame award honors distinguished achievements and outstanding contributions by any individual to the health and well-being of NICA. This process is open to all NICA Members in good standing who have identified with NICA and the Fair and Event Industry for a minimum of ten years, and have supported NICA through leadership, education, legislation, technical service, and/or outstanding service to the associated industries and organizations serving the Fair and Event Industry. Kathy Ross, CCE, Past President, was the 2024 Hall of Fame Award Recipient (pictured with Rey O’Day, Past Hall of Fame Recipient). Each Hall of Fame Nominee must meet a level of criteria outlined at nicainc.org/halloffame. We are accepting Hall of Fame Nominations until December 15th, 2025. “Together We Can!” ▲
Share Your News, Photos & More on NICA Live!
Have you joined us yet on NICA Live? NICA Live is focused on bringing live communication to the forefront of NICA. Scan this QR Code or visit facebook.com/groups/nicalive to join! We look forward to seeing your news, photos, and more. ▲
NICA Represented at Oregon Fairs Association’s Annual Convention
NICA Leadership had the opportunity to visit the Washington County Fairgrounds for the Oregon Fairs Association Annual Convention in October, “Soaring to New Heights!” NICA had a booth in the Oregon Fairs Association Trade Show, caught a few sessions, networked with some of the Industry’s finest. We are proud to continue to make a mark in Oregon and connect with our Sister Organizations. Thank you to everyone who was able to make the trip, including Past President Kim Barr, CCE, and Directors Jacqueline Bradbury, CCE, Phil Delahoyde, and Daryl Whicheloe, CCE. Our trip was SUCCESSFUL to say the least—a great experience and an example of “Together We Can!” ▲
Kim Barr, CCE, Past President, Jacqueline Bradbury, CCE, Director, and Daryl Whicheloe, CCE, Ex-Officio Director
David Grindle, IAFE President and CEO, with Jacqueline Bradbury, CCE, Director
Phil Delayhode, Director, Jacqueline Bradbury, CCE, Director, Leah Perkins Hagele, Washington County Fair Manager, Daryl Whicheloe, CCE, Ex-Officio Director, and Kim Barr, CCE, Past President
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Coast-to-Coast Flavor With a Fairground Heart
On a typical sunny day on Florida’s peninsula, Ryan Rickey talked about fairs the way some people talk about family. As the owner of Rickey’s Jerky and a member of NICA’s Commercial Exhibits Council, he has shown up year after year for NICA Marketplace “Together!” in Las Vegas since its inception in 2022—as a Sponsor, a Speaker, and even a Trade Show Exhibitor. For the last few seasons, he has even tucked packs of his Beef Jerky into every attendee’s Tote Bag, a small gesture that captures his “give-first” approach.
Ryan recalled that Rickey’s Jerky began with a simple idea and a lot of road miles: take one product—Premium Jerky—and do it exceptionally well. That singular focus became a coast-to-coast operation; teams work the country’s major Fairs while he and his wife, Mina, steer the business from Florida. The company has matured with a mission statement, core values, and standard operating procedures that have guided everything from booth setup to customer interaction. “Someone’s always watching—even when no one’s watching,” he often reminds his crews, which range from seasonal employees to employees like Heather and Mike Malburg, General Managers, who are moving into an owner partnership. His route has evolved with the seasons. He keeps a Florida-forward schedule and lets teams handle the long hauls, while he favors more local events like the Florida Strawberry Festival, where he admitted his favorite Fair Indulgence was the Strawberry Shortcake Milkshake—“Basic and simple,” he said with a laugh, “but my favorite!”
The product line has now grown to an astonishing 32 flavors. When he cut one item, fans complained; when he swapped Texas Barbecue for Texas Twister, they demanded both. He pays attention to trends but has to respect the realities of scale, too. As he explained, a national brand selling in multiple states required USDA licensing, tested formulations, and patience—roughly eight weeks from greenlight to a flavor reaching production. Costs move, too as beef prices rise, fees and freight follow, and everyone recalibrates.
“Discipline and professionalism are what keep the wheels turning,” he shared. “If you just have a little discipline, it can be a really fun business.” According to Ryan, load-in is done by the book; sightlines stay clear; contracts are read; and neighbors are respected. When a Fair Manager once flagged a mismatch with one of his teams, he listened and made a change before the next season. The point, he noted, was partnership: “If the Fair doesn’t look good, neither does the Vendor.”
Although he has been in business about ten years, his connection to NICA came a little later in 2018 at the South Florida Fair, when fellow Commercial Exhibitors Mark and Jana Granum, M&J Engraving, invited him to a bowling event that introduced him to the community. NICA Leadership like Kathy Ross, CCE and Jeff Thornberry, CCE helped him plug into NICA Marketplace and the rhythm of NICA Gatherings When asked about the most valuable benefits of these events, he highlighted, “It was the networking and the education.” The keynote sessions have
Ryan Rickey, Commercial Exhibits Council and Rickey’s Jerky, with Mina, enjoying some time in the Florida Sun
stuck with him ever since, and the hallway chats often paid practical dividends back at the Fair.
Ryan has served on the Commercial Exhibits Council since last year, which has felt like a natural extension of those experiences. Jeff asked him to join originally, and he agreed, hoping to strengthen relationships with Fairs and to pass along what he had learned. He also found a niche for advising newer Vendors on routing and seasonality—pick a region, understand the weather windows, and build intelligently. He added, “A high tide raises all ships!” If everyone operated with best practices, guests have a better experience, and “everybody, in turn, makes more money.”
Mina’s story ran alongside his. He first met her as a booth neighbor at the State Fair of Texas. They connected between slow spells, and before long they were working shows, and then life, together. Recently, she has shifted into full-time real estate, but she still joins him at events when she can. Off the grounds, they invest in their church community and enjoy living a mile from the beach—biking down, walking the shoreline, and slipping into the water to cool off on hot afternoons.
Through it all, Rickey kept his ethos understated. He cares less about titles than about how people feel after working with him. “We call it state over status,” he said. That likely explains the idea behind placing Rickey’s Jerky in NICA’s Tote Bags—small, thoughtful, and memorable. As NICA Marketplace “Together!” returns this month, he looks forward to the same things that had drawn him in years ago: meeting managers face-to-face, comparing notes with peers, and showing that he and his crews were partners in the success of every Fair they touched. In his view, success still comes down to values you can see—and taste. ▲
Ryan and Mina Rickey working the Rickey’s Jerky booth with Heather and Mike Malburg at NICA Marketplace
Thank you to Mami Churros & Creamery, Premier Sponsor of NICA Marketplace
Bringing Love, Tradition & the Sweet Taste of Authentic Churros to the Midwest
It all started with a dream, a simple canopy, and a deep desire to share a piece of our culture with the world. Born from the hands of a proud Mexican family, Mami Churros & Creamery was created to honor the love, hard work, and sacrifice of my parents — the people who taught me that with passion and faith, anything is possible.
From those humble beginnings to where we stand today, our journey has been nothing short of extraordinary. Every churro we make is a labor of love — handcrafted from scratch, fried to golden perfection, rolled in sweet cinnamon sugar, and served warm, just like the ones that filled our childhood kitchens with comfort and joy.
We don’t just make churros… we create memories. Each bite is a taste of nostalgia — soft, crispy, and sweet, made fresh to order with care and
heart. It’s that feeling of warmth you didn’t know you were missing, until you take that first delicious bite.
Our mission has always been simple: to bring something special and truly authentic to the Midwest — a treat that reminds you of home, of family, of joy. Over the years, we’ve proudly shared our churros at countless events across Minnesota, South Dakota, and Iowa, spreading smiles and sweetness one swirl at a time.
From bustling fairs to cozy holiday markets, we’ve poured our hearts into every event, building something that’s more than just dessert — it’s a family story made golden and dusted in cinnamon.
At Mami Churros & Creamery, we believe that sweetness connects us all. So when you see our trailer, come by — take a moment, take a bite, and let us share a little piece of our heart with you.
Celebrating the Legacy of Giving
The NICA Foundation was created by NICA to oversee and administer an Academic and Vocational Educational Scholarship Program, foster Development Opportunities and Training Services, and provide a Travel Stipend for FirstTime Convention Attendees—made possible by the generosity of supporters across our community. This month, we honor a father-son team whose example blends hard work, loyalty, and service: Larry and James McConnell, McConnell Concessions.
When we reached out to Larry, he was between tasks—watering trees, thinking about Fairs, and reflecting on five decades in the business. “My Dad built a little Concession Trailer for our Lions Club back in the ’60s so they could raise money for our County Fair,” Larry said. “I started in ’72, got my own stand in ’75, and just celebrated 50 years at the Iowa State Fair!”
From that small start, the operation grew: “Today we have ten portable locations at the Iowa State Fair and a permanent building—the old-time soda fountain,” Larry shared. The family tree keeps branching. “My son James has two stands, and my daughter Anna and her husband, Ryan Lamoureux, have one of their own.”
Larry’s arc mirrors the Fair Industry’s evolution. He remembers building a Nacho Stand in the mid-1980s, adding Elephant Ears in the early ’90s, and partnering with friends to bring classics like Corn Dogs and Lemonade to local events. His route has been mostly “within 40 miles,” but with decades-long commitments to the Nebraska and Oklahoma State Fairs (James now handles Nebraska), and a 30-year run at the Heart of Illinois Fair in Peoria.
Even as menus modernize, the McConnells keep a soft spot for tradition. Larry lit up describing their “crown jewel,” the A&W sit-down soda fountain with bow ties and table service: “It makes less money than any of them because it’s expensive to operate and labor-intensive— but people love to hang out.” This past season, James introduced a “dirty soda” there—Coca-
-friendly and wildly
on opening
James grew up in the business and, after years of helping at the family’s A&W (founded by his Grandparents in 1956), he stepped out on his own in 2015. “I was still in college at Iowa State,” he recalled. “Other kids did internships; I went on the road with Dad or booked a few shows with his equipment.” His first purchase—a Blooming Onion Trailer from Smith’s Amusements—became a springboard. “After about three years we transitioned to Tater Ribbons—spiraled chips— because Onions were too labor-intensive!”
Today, James runs a mix of classic Fair Foods—Corn Dogs, Tater Ribbons, and Fried Macand-Cheese Bites—plus select A&W locations where floats still reign. He pays close attention to regional preferences, too: “In Des Moines, Floats take over; in Oklahoma City, it’s all about the mini jug of Root Beer—probably 90% of sales.” Adulthood brought a deeper respect for the work behind the window: “As a kid, every Fair was the greatest place in the world,” he said. “Running your own spots is different. So much of the job is physical. People think you can just ‘get a stand when you retire.’ I’m working harder than I’ve ever worked!”
Like Larry, James is now raising the Next Generation on the Fairgrounds. He shared, “Half our season is within 50 miles of home, so I can see my son, Alan. I had so much fun doing shows with Dad as a kid—I want that for him. He can decide
Cola
popular
day.
James and Larry McConnell, CCE, McConnell Concessions
later if he wants that life, but for now I’m excited for this next decade as he grows up around it.”
Just like their business, the McConnells’ commitment to the NICA Foundation is personal. Each year, they donate $5,000 towards the General Fund and for a Named Scholarship, helping students with Industry roots chase their education and dreams. Larry’s philosophy was shaped early: “My parents were always philanthropic. Dad said, ‘We made this money here, so we’re going to leave it here.’ We’ve always given back.” He believes in building for the long term, too: “I’m all about endowments. What about when the old guys die? Young people need their money to raise their families. I want to make sure we can keep giving scholarships and encourage our youth to be kinder, gentler, giving people.” Reading the Scholarship Recipient’s stories each year in the NICA News keeps his optimism sharp: “There’s so much good out there—those kids are amazing,” Larry said. “Do the right thing when nobody’s watching.” It’s a line he repeats to his team and his family, right alongside a favorite from his daughter’s A&W message board: “Dreams don’t work unless you do.”
James serves as a NICA Foundation Trustee because of his gratitude. “I applied for a NICA Scholarship in high school and I actually received one,” he shared. “I have a good feeling toward NICA for that support when I really needed it. Not every recipient will enter the Industry—but some will, and all of them have a hand in it! The NICA Foundation encourages young people, keeps professionalism and standards, and helps bring new folks along.” His advice to those considering involvement: “Don’t hold back. It’s never too late to do the right thing. Don’t forget how you started—there were people along the way helping you. If you can give back, do.”
When Larry was asked what NICA means to him, he didn’t hesitate: “The camaraderie.” He prizes loyalty—to Fairs, Suppliers, and Partners who show up for the Industry. He said, “We need to support the people who support us,” tipping his cap to early Foundation supporters and longstanding Vendor Partners. He’s equally proud of the Iowa State Fair, just 12 miles from home: “One of the best Fairs in the country.” James sees NICA’s value in relationships and voice: “It’s the collective voice with Concession managers,” he said. “NICA helps Fairs and Concessionaires listen to each other and see what ideas might work. That facilitation is a major benefit.” As a NICA Midwest Council Member, he’s helped grow Fair Gatherings while teaching others about the NICA Foundation Larry counts decades-long mentors and peers like Don and Candy Crutchfield and Larry Sivori among the blessings of this work. James echoes that gratitude, remembering early guidance from the late Jessica Gottsche and from Sivori, who encouraged him toward Foundation service.
From a Lions Club Trailer in the 1960s to a multigenerational operation anchored at the Iowa State Fair, the McConnell story is a testament to consistency—showing up, working hard, and investing in people. It’s also a blueprint for what keeps the Fair Industry vibrant, with a big focus on family, mentorship, and extending a hand to those who are just starting out in the business.
Because of donors like Larry and James, the NICA Foundation awarded 33 scholarships totaling $64,000 this year. Consider establishing a Named Scholarship, contributing to the General Fund, or pledging multi-year support. “Together We Can” empower students and keep the Fair Industry thriving for the next generation. ▲
1975: Larry McConnell and business partner Jim Burken team up to own and run a single A&W Stand at the Iowa State Fair, with only Root Beer—no ice, no diet, no floats
Today: 11 locations across the Iowa State Fairgrounds alone. A legacy still “pouring” strong after 50 years!
Gathering With You Again!
Picking up from last month, where we took a look at events held at Illinois State Fair, Iowa State Fair, Minnesota State Fair, North Idaho State Fair, and Wisconsin State Fair, we head into September coverage with some longstanding and first-time events, held nationwide at The Big E, Bloomsburg Fair, Clay County Fair, Kern County Fair, Oregon State Fair, New Mexico State Fair, and Sandwich Fair. Phew, we outdid ourselves this time! We are grateful to our attendees and we look forward to gathering with you again next season.
Gathering at the Oregon State Fair
The West Council continued the season with a well-supported Oregon State Fair Gathering in Salem, where nearly 85 members, Fair Partners, and Industry Guests came together. West Council Coordinators Don Delahoyde, CCE and Julie Dunn, were joined by the West Council’s Nate Wells, CCE and Alan Harrington, and the Commercial Exhibits Council’s Nathalie Harrington, alongside NICA Director Jacqueline and Bryan Bradbury, Extreme Event Fair Foods. Fair Leadership was represented by Oregon State Fair CEO Kim Grewe-Powell and Vendor Coordinator Madison Kansky.
The afternoon portion featured a joint session between NICA, Western Fairs Association, and Oregon Fairs Association, reinforcing the collaborative energy that continues to strengthen operations and advocacy across the West. Executive Director Rey O’ Day shared updates on NICA and encouraged participation in NICA Marketplace this November in Las Vegas.
That evening, Jacque, Bryan, and the Oregon State Fair team hosted a special dinner at Bahama Bryan’s featuring Prime Rib, a Seafood Boil, Oregon Governor Candidate Danielle Bethell doing her part at Bahama Bryan’s
and all the fixings, enjoyed by all in attendance. Conversation, networking, and fellowship flowed easily late into the evening, capped off by a lively fundraising effort led by Rey, with strong support from the Bradburys and the West Council.
Gathering at Sandwich Fair
The Midwest Council hosted their Second Annual Sandwich Fair Gathering on September 4th at the Fair’s Round House, bringing NICA Members together for conversation, networking, and a celebration of the next generation in the Industry. Mickey Venegas, Midwest Council ExOfficio Director and Mickey’s Massive Burritos, provided leadership and hospitality for the event, ensuring a warm welcome for all attendees, and longtime NICA Supporter Duane Hickman, CCE, Quality Concessions, spoke to the members and distributed tickets for the many prizes available.
A highlight of the morning were the door prize drawings, especially for a Free NICA Membership, awarded by NICA East Council Member Ryan Hagy, East Council, to his younger sister, Megan Overholt of MKM15 and DeAnna’s Steak Sundaes, a heartwarming nod to the growing family legacy within the Fair and Concession Industry. While smaller in scale than some of the other events this season, this gathering offered members an opportunity to connect, share insights, and support one another—capturing the close-knit spirit that makes the Sandwich Fair so special.
Gathering at the Clay County Fair
One of the final Midwest Council Gatherings of the Fair Season took place at the Clay County Fair on September 10th, where 43 attendees joined for
Geoff Hinds, President of Oregon Fairs Association, speaking to event attendees
Julie Dunn, West Council Coordinator, running NICA’s table at the Oregon State Fair Gathering
Family team Mckensie and Duane Hickman, CCE, Quality Concessions, helping out at Sandwich Fair
Ryan Hagy, East Council, and Mickey Venegas, Midwest Council, giving Megan Overholt a Free NICA Membership
networking, updates, and fellowship in the Coca-Cola Hospitality Tent Fair CEO/Manager
Jason Brockshus, Board President Greg Lear, and Board Members Verdon Schmidt and Tracy Small were in attendance, along with two new NICA Members who joined during the event.
Matt Ribar, Midwest Council, welcomed everyone and thanked the Fair for hosting. Attendees enjoyed Quesadillas donated by Christian Lerma, Godfather’s Pizza from Mark Korbel and Brad Price, and plenty of lively conversation. Jason Brockshus, in his first year as CEO at Clay County Fair, shared his appreciation for the Fair Industry and commended NICA Members for their professionalism.
The gathering also featured a 50/50 drawing, with Christian from Ormic Concessions taking home the winnings. Brandon Heidth, owner of Epic Eateries and NICA Marketplace Trade Show Exhibitor, won a certificate for a free year of NICA dues. Jeff Thornberry, CCE, Commercial Exhibits Council Coordinator, highlighted NICA initiatives, Member Benefits, and upcoming conventions and gatherings, while thanking members for their fundraising contributions and support. This year’s Clay County Fair Gathering was a warm, engaging event that reinforced relationships and celebrated the generational impact of the NICA Community
Brandon Heidth, Epic Eateries, won a NICA Membership at the Clay County Fair
Matt Ribar, Midwest Council, and Jason Brockshus, Clay County Fair CEO, sharing speaking duties
Bingo, Boots & Bull at The Big E
The East Council held its Annual Bingo Night on September 10th, this time at new location— Dolly’s Honky Tonk, a vibrant Nashville-themed venue on The Big E Fairgrounds This year’s event drew 150 attendees, making it one of the largest gatherings yet! Guests enjoyed mechanical bull rides, line dancing, live music, and delicious food and beverages, all while participating in multiple rounds of Bingo. Proceeds benefited both NICA and the Jessica K. Gottsche Memorial Fund, honoring a cherished member of the NICA Staff. Executive Director Rey O’Day and NICA Leadership welcomed participants and attendees enjoyed music from Dennis Fraleigh’s band of local musicians, who performed between Bingo rounds. The Bingo Caller, Ringmaster Ian Garden of The Big E Circus Spectacular, kept the energy high throughout the evening. Congratulations to all the Bingo and Door Prize Winners!
Generous contributions from local Concessionaires, including Clem, Michelle, and Michael Martone, Clemenza’s; East Council Members Whitney Fraleigh, Robert Groscurth, Ryan Hagy, Gino Orlandi, Vito Marotta, and Michael Zdebiak, Jr., along with sponsors Bernadino’s Bakery and Somerset Concessions,
East Council’s Vito Marotta, Whitney Fraleigh, and Ryan Collmer unpacking Bingo Cards
Susan Fraleigh, Fluffy’s Donuts, with a Bingo!
John Juliano, CFE, East Council Coordinator, Rey O’Day, Executive Director, and Russ Harrison, CCE, Past President, at The Big E
Timothy Garstka, Eastern State Expositions, with The Big E Staff, at Boots, Bull & Bingo
helped make the event a success. Special thanks goes to Mellowship Entertainment for coordinating logistics and to Clem for donating all food and beverage proceeds to Jessica’s Memorial Fund. Beyond the prizes and festivities, the gathering provided a meaningful opportunity to celebrate camaraderie, honor Jessica’s legacy, and connect with fellow members before the Fair.
Playing “I Got It!” at Bloomsburg Fair
The East Council, in partnership with the Pennsylvania State Showmen’s Association (PSSA), held the “I Got It Together!” Gathering at the Bloomsburg Fair on September 18th, the evening before the Fair opened. This second annual event, built on last year’s more traditional NICA Gathering, drew over 60 attendees this year who enjoyed games, prizes, and fellowship in a lively, interactive setting. For those of you new to “I Got It,” originator Al Boxall created this ball throwing game because he had limitations about bringing bingo to Fairs in the 1950s. Most locations allowed the game because it was considered a “game of skill” over a “game of luck” like bingo, and it has since become a Fair staple.
Food and prizes were generously donated by Galaxy Amusement Sales, Backyard Canvas and Signs, Audio Innovators, Royer’s Concessions,
David Gallo, The Apple Cart, Bary Bunts, CCE, NICA Secretary, and Sue Nichols, 5centride
“I Got
Aubrey Gottsche going for a ride on the Mechanical Bull
Tammy Royer Concessions, and Sue Nichols of 5centride. Special thanks went to Bary Bunts, CCE, NICA Treasurer and East Council Member, for planning the event, Tim Kerwan and his staff at Boxall’s I Got It for hosting, and David Gallo for providing entertainment. Fair President Randy Karschner participated in the games and pledged to support next year’s event with free camping spots or concert tickets, as well as a flyer in all Vendor packets. Prizes were awarded throughout the evening, with Aaliah Dube of Dubelicious Grille winning a certificate for a Free NICA Membership or Marketplace Registration, and Cameron Murray of Chester’s Gators & Taters winning a $2,000 gift certificate from Backyard Canvas. The gathering raised nearly $5,000 in total, with half going to each organization. The “I Got It Together!” Gathering was praised for its energy and fun, setting the stage for an even larger and more successful event next year.
Gathering for the First Time!
The New Mexico State Fair hosted its first-ever NICA Breakfast Gathering on Monday, September 8th, bringing members and Industry friends together in the Tingley Coliseum Foyer for a morning of networking and updates. NICA President Jay Wells, CCE, led the gathering, joined by Fair General Manager Dan Mourning, who
It!” players supporting NICA and
PSSA
If you come to our gatherings, you won’t be leaving hungry!
Performance Food Group’s Mark and Jose sharing how to sign up for this new NICA Benefit
shared insights on the future of the New Mexico Fair, including a new $67.8 million plan focusing on infrastructure, pedestrian safety, and a new central park with pavilions. This plan aims to fund improvements like upgraded intersections, sidewalks, and bus stops, along with new outdoor buildings and renovated restrooms, with future phases potentially including a new arena and entertainment district. Dan also highlighted the vital role of NICA Members in creating exceptional experiences for Fairgoers. Attendees were treated to breakfast, door prizes, and lively conversation, while also being introduced to what NICA is all about, including the upcoming NICA Marketplace and the latest legislative news impacting the Industry. As a first-time event, the breakfast set the stage for continued engagement and connection at the New Mexico State Fair in years to come.
The West Council hosted their first-ever Kern County Fair Gathering on September 22nd at the KC Park Place Picnic Area in Bakersfield. The Fair provided lunch for all attendees, including sandwiches, pizza, and drinks for the 45–60 Concessionaires and guests who joined, with the majority being NICA Members. In addition to networking and fellowship, attendees enjoyed Door Prizes, Left, Right, and Center, a 50/50 drawing, and a special gift, NICA-branded koozies, for each
lucky prize
person who came. Don Delahoyde, CCE delivered his signature presentation on NICA, followed by an update on Fair performance from Lilia Kenneally with the Kern County Fair. Performance Food Group representatives Mark and Jose also shared a presentation and valuable information with the group. A variety of prizes were donated, including several gift bags from Albert Valadez, West Council, and premium steaks from Performance Food Group, which were won by Teresa Farnum of Giant Ice Cream Cone. Jeff Parkhurst, Old West Cinnamon Rolls, won the 50/50 drawing, and Brian Brandon of Brian’s Concessions was the winner of the NICA Marketplace Registration. Special thanks to Denise Warner for selling 50/50 tickets and helping set up tables! This being a first-time event for Kern County Fair, participation was strong and enthusiasm was high, with great potential for future West Council Gatherings in the area.
Join Us Next Time at a Fair Near You!
If you haven’t been able to attend our Regional Council events this season, we hope you consider joining us when we come through again next year. On the other hand, if you wish we would come to your event, let us know! We are looking forward to more opportunities next season where we are gathering with you again! ▲
Congratulations to Teresa Farnum, Giant Ice Cream Cone, for winning the steaks!
Don Delahoyde, CCE and Julie Dunn, West Council Coordinators, awarding a Free NICA Marketplace Registration to Brian Brandon, Brian’s Concessions
Jay Wells, CCE, President, serving breakfast at the New Mexico State Fair
Lilia Kenneally, Kern County Fair’s Deputy Manager
Another
winner at the Kern County Fair ”Hip Hip Hooray!”
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Enhanced support through Entegra’s Call Center.
Access to quarterly rebates and wholesale level discount deals. See us on the Trade Show Floor with our contracted partners.
Welcome to NICA Marketplace “Together!” In 48 hours you will network with colleagues, discuss practical solutions, enjoy storytelling, and return enriched. “Together We Can!”
This 4th Annual Event will feature a Non-Exclusive Trade Show with 49 Exhibitors, 18 Educational Sessions led by hands-on Event Industry Thought Leaders, 23 Roundtable Topics, 11 “How To” Workshops led by Experts, and Networking Opportunities that are welcome and comfortable—a place where we all understand we are Customers of each other and “Together” we share a Fair Guest to serve. This year we are featuring a $20 CPR Certification Training
Class for the first time on Sunday, November 9th, and we invite you to join us by bus ride for the $10 Sysco Warehouse Tour on Wednesday, November 12th. Check out our Event Program over the next several pages for more on our Schedule, Programming, Trade Show Map and Exhibitors, Special Events, Contests and Giveaways, Speakers, and our Sponsors.
The event will be held at the beautiful Tuscany Suites and Casino, Las Vegas, NV, within walking distance to The Strip. Outside the event, you can enjoy amenities including daily live entertainment featuring the Rat Pack, dining, lounges, spa, pools, and more. See you in Vegas!
Sunday, November 9, 2025
2:00–4:00 PM: CPR Training & Certification Class (limited space available) $20 Fee ............................... Florentine E
2:00–6:00 PM: Registration & Networking ............................................................................. Florentine Lobby
Monday, November 10, 2025
7:30 AM–5:30 PM: Registration Florentine Lobby
8:00–10:30 AM: Coffee & Tea Service (included) Florentine Lobby
9:00–10:15 AM: “Shining Bright!” Opening General Session & “AI is Here to Stay!” Keynote
Keynote presented by Mark O’Shea, Noise New Media .......................................................................................... Florentine A 10:30 AM–12:30 PM: Educational Sessions & “How To” Workshops .................................Florentine E, F & G
12:45–2:45 PM: “Chat & Chew” Roundtables & Box Lunches (included) ................................... Siena & Tuscany
3:00–5:15 PM: Educational Sessions & “How To” Workshops ............................................Florentine E, F & G
5:30–8:00 PM: NICA Marketplace Trade Show & Happy Hour Reception (included) ............... Florentine B & C
Tuesday, November 11, 2025 “Happy Veterans Day!”
8:30–11:30 AM: Registration ................................................................................................... Florentine Lobby 8:30–10:30 AM: Coffee & Tea Service (included) ....................................................................... Florentine Lobby
9:00–10:30 AM: “Making Connections” General Session .............................................................. Florentine A
9:00–9:45 AM: “Unshakable: Building Resilience in Times of Change” Keynote
Keynote presented by Jeff Thornberry, CCE, NICA Commercial Exhibits Council Coordinator Florentine A 9:45–10:30 AM: Fair & Vendor Colleague Thought Groups Florentine A
10:30–11:30 AM: “Flash = Cash!” An Experience Showing How Retail Businesses Can Attract Customers in a Sensory-Rich Environment (limited space available) Florentine B & C
10:45–11:15 AM: 2025 IAFE Fairs Economic Impact & National Report Summary Florentine A 11:30 AM–1:30 PM: Marketplace Trade Show & “Meet, Greet & Eat” Lunch (included) Florentine B & C 1:45–2:45 PM: “How To” Workshops Florentine E, F & G
3:00–5:00 PM: “Dollars & $ense” Symposium
Moderated by Rey O’Day, Executive Director....................................................................................................... Florentine A 5:15–6:30 PM: Closing General Session, “Maintaining Our Mental Health” Keynote, Industry Excellence Reception & Champagne Toast (included)
Keynote presented by Dr. Ryan Davis, Mind Health Institute .................................................................................... Florentine A Wednesday, November 12, 2025
9:00 AM: Bus Leaves for Sysco-Las Vegas Warehouse Tour $10 Fee .............. Tuscany Hotel Lobby Entrance 9:30 AM–12:30 PM: Warehouse Tour, Chef’s Tastes & Lunch ............................................. Sysco–Las Vegas
1:00 PM: Bus Returns ........................................................................................ Tuscany Hotel Lobby Entrance
Sunday, November 9, 2025
Tote Bags Sponsored by Entegra • Lanyards Sponsored by Forever Concession Trailers • Morning Coffee Service Sponsored by Southern Oregon Food & Beverage
2:00–4:00 PM
CPR Training & Certification Class
Florentine E
$20 Registration Fee • Sponsored by NICA Foundation
This comprehensive CPR Certification Class is tailored for everyday citizens who want to be ready to make a difference. Participants will receive a two-year CPR Certification Card.
Monday, November 10, 2025
Monday Educational Sessions Sponsored by Coca-Cola, Fare Foods, Fiserv / Clover, Hummel Group, Mami Churros & Creamery, Rickey’s Jerky & Webster Enterprises
9:00–10:15 AM
Opening General Session
Florentine A
“Shining Bright!”
Opening General Session Sponsored by Kim Barr, CCE, NICA Past President & Rey O’Day, NICA Executive Director
The Opening General Session will feature a welcome and introductions by Jay Wells, CCE, NICA President, and Rey O’Day NICA Executive Director, a tribute to Linda Frisco and Jessica Gottsche, and an introduction by Tina Hollis, Fiserv/Clover, for Keynote Speaker Mark O’Shea, Noise New Media
Keynote: “Artificial Intelligence is Here to Stay!”
Keynote Sponsored by Fiserv / Clover Presenter: Mark O’Shea, Noise New Media
As the Fair Industry continues to evolve at a rapid pace, staying ahead of media trends is crucial. Mark will delve into the latest advancements in artificial intelligence, media consumption, digital marketing, cutting-edge promotional strategies, and emerging platforms that can amplify the reach of your business like never before. This fun, enlightening presentation will show how artificial intelligence can help you market faster, smarter, and cheaper.
10:30–11:25 AM
Changing Tastes of Fair Guests / Nutritional Diversity
Florentine E
Moderator: Kim Barr, CCE, Pacific Crest Concessions and NICA
Past President • Panelists: Jan Gary, CCE and Karen Gary, JK Dots; Lisa Gallegos, Cruzer’s Cocina; Jim Swain, Pizza On a Stick; and Vincent Nelson, CCE, Vinnie’s Fine Foods
Over the past decade, Fairgoer tastes have evolved dramatically. Wild flavors like Flaming Hot Cheetos on everything and Garlic Pickle Ranch Pizza have become crowd favorites. But one of the
biggest shifts is the growing awareness of food allergies—today’s Fairgoers increasingly seek gluten-free, dairy-free, sugar-free, and soy-free options. These choices are now essential to meeting modern customer expectations.
Corporation & LLC Secret Strategies
Florentine F
Presenter: Michael Wedaa, Augmentus
Michael Wedaa is a respected business consultant and has been a successful entrepreneur for more than 20 years who has owned, operated, and sold dozens of businesses. This session focuses on tax and legal planning, workforce productivity, corporate structure, building credit, and long-term growth. Learn his strategies for deciding when to lease and how to handle family on payroll. He is the author of the best-selling book, Corporation and LLC Secrets, and has formed corporations and LLCs for clients in all 50 states.
What’s Working in Commercial Exhibits
Florentine G
Sponsored by Webster Enterprises • Moderator: Jeff Thornberry, CCE, NICA Commercial Exhibits Council Coordinator
Panelists: Alan Harrington, We Have Your Flag; Lilia Kenneally, Kern County Fair; Tara Nunley, Chapman Fashion International; and James Romer, CFE, Iowa State Fair
Join Thought Leaders as they share some of the latest successes, innovations, and emerging trends positively impacting Retail at Fairs. You’ll learn what new strategies and initiatives have caught their attention and take away practical strategies, fresh ideas, and wisdom that you can apply to your Fair or Business.
11:35 AM–12:30 PM
Keeping Balance for the Fair Guest, Fair & Vendor
Florentine E
Moderator: Rey O’Day, NICA Executive Director Panelists: Don Hillman, Hillman Consulting; Dennis Larson, CFE, Minnesota State Fair F&B Manager (retired); John Juliano, CFE, Mellowship Entertainment; and Daryl Whicheloe, CCE, Southern Oregon Food & Beverage and NICA Past President
It takes teamwork, oversite, data, and tenacity to keep our events successfully balanced. Number of attendees versus number of Vendor stands. Number of new attractions versus number of returning attractions. Criteria for overlapping products and menus. What creates a balanced length of stay and therefore value?
Knowing Your Data Makes a Difference at Your Bottom Line
Florentine
G
Presenter: Justin Agredano, Fuego
Do you know how quickly you turn a ticket around? Do you know what your average revenue is per order? What are your key items? What is your sales mix of high profit items and low profit items? Are you using data to create two-item promotions or combo meals? Many of us mange by using our gut instinct over data instead of With our data. This session will show you how to create a practical dashboard for your F&B profitability using your data.
11:35 AM–12:00 PM
“How To” Eventeny—Fairs &
Florentine F
Presenters: Hannah Falkosky, Eventeny
Vendors
The Eventeny platform facilitates Vendor submissions and allows organizers to review and manage applications efficiently. Vendors can also monitor their application status and communicate directly with event organizers via the system. Bring your questions for how to use the platform successfully.
12:00–12:30 PM
Labor & Legislation Updates
Florentine F
Presenter: James Kendrick Judkins, JKJ Workforce
JKJ Workforce has provided legal solutions for over 40 years regarding temporary or permanent foreign workers. This session will answer questions like “Has the shutdown delayed petition filing?” “When and how many supplemental Visas will be issued?” “Will they have new parameters?” “Will there be a fix for the H2B?” “Will P-4 be the fix?” “When and how will a fix occur?”
12:45–2:45 PM
“Chat & Chew” Roundtable
Discussions
Siena & Tuscany
Sponsored by gocashless & San Mateo County Fair
Moderators: Rachael Lough, CFE, Ohio State Fair; and Donna Ruhm, San Diego County Fair (retired)
Discussion Topics: Multiyear Agreements, Employees Trading Food and Products, Commercial Exhibit Product Trends, Single Item Stands vs. 7-11 Stands, Seasonal Employee Enhancements, Socializing at Long Fairs, Smaller Portions, Payment Options, Team Building Tips, Favorite Promotions, Long Lines and Speed of Service, Safety and Security Concerns, TikTok/Instagram, Menu/ Product Duplication, Sustainability/Green Products, Refill Cup Programs, When to Seek Legal Advice, Combo Revival/Upselling, “Wow” Customer Service Ideas, Fair Hours/Days Off, Where Do You Find Labor, What Does Partnership Mean Today, Credit Card Fees: Pass On or Absorb
When you enter the session room pick up your complimentary Box
Lunch and bottle of water, choose a topic table, sit at that table, meet some new friends, and enjoy your lunch. You will choose two more topics. When invited to you will go to those additional topics tables and engage in lively conversations. When possible we use these notes to promote solutions.
3:00–4:00 PM
Growing Your Business from One to Many
Florentine E
Moderator: Sandy Class, CCE, Tavern at the Park and NICA
Secretary • Panelists: Lenny Freund, Freund Family Foods; David Webster, Webster Enterprises; and Nate Janousek, Fun Biz Concessions
Some folks want to GO BIG with their business. It can be done
by growing a route, or adding family members, or increasing menu items, or building more concession stands, or overlapping bookings or accepting additional spots at the same event. It takes an idea, organization, and building a reliable support team. Meet some tried and true entrepreneurs!
Tools That Make Us More Successful
Florentine F
Moderator: Jay Wells, CCE, Wells Concessions and NICA
President • Panelists: Carmel Dyer-Pittroff, CCE, The Original Australian Battered Potatoes; John Hanus, Entegra; Tina Hollis, Fiserv / Clover; and Nate Romig, Cellular Sales
Efficiency, good pricing, and safety are some of the reasons we choose tools that make us successful. Meet a Concessionaire and learn how stanchions control long lines when food delivery is not grab and go. Meet our Entegra buying group partners who will on-board you to better net profits. Meet our Fiserv / Clover partners who will introduce you to the Ordering Kiosk, Mini-Clover, and new Changemaker. Meet Trade Show Exhibitor Cellular Sales who will introduce you to using Starlink to provide connectivity on busy or remote Fairgrounds and share some communication tools to assist with emergency response procedures, communication planning and backup and recovery strategies.
Being Found by the Fair & the Fairgoer
Florentine G
Moderator: Amanda Schlatre, CFE, Houston Livestock and Rodeo Panelists: Whitney Fraleigh, Fluffy’s Hand Cut Donuts; Nathan Vandewarker, Maverick Concepts; Denise Warner, Happy Cheeks Face Painting; and Maria Zaffuto, Fairology
We all want to be found. These panelists are knowledgeable about ways to put together a presentation to sell yourself to the Fair, participate in Fair promotions, work with an influencer or ad agency, build your own social media presence to go viral or take advantage of event opportunities like NICA Marketplace. These are just some of the WAYS where you can reach Fairs and Fairgoers.
4:15–5:15 PM
Attracting, Converting & Delighting Guests
Florentine E
Presenter: Justin Prestidge, Custom Trailer Pros
Business success is not a guessing game, it is intentional. Building a successful business has a cycle that includes starting with an IDEA and then Building it, Measuring it, and Learning from it. And the secret sauce is no business is ever successful without a formula for developing excellent customer service. In this session learn how to Attract, Convert, and Delight Guests! It is the delighted customer that makes a business successful for the long haul.
The Practicality of AI: “How To” Use ChatGPT to Save Time, Simplify Work & Grow
Florentine F
Moderator: Bary Bunts, CCE, The Apple Cart and NICA Treasurer Panelists: Ryan Rickey, Rickey’s Jerky; Alan Harrington, We Have Your Flag; and Morgan Stremmel, CCE, Top Notch Concessions
We know that AI is available all around us to use but choosing to
try it is what this session is about. It focuses on simple, real-world tools, and workflows that concessionaires and event managers can start using right away to refine talking points and make messages clearer and more concise in a practical, non-intimidating way. Bring your devices and explore what you can do with AI.
A Conversation with Gene Cassidy, CFE, Dan Mourning & James Romer, CFE
Florentine G
Host: Pam Simon, CFE, Sales Director, Minnesota State Fair Guests: Eugene (Gene) Cassidy, CFE, President and CEO, The Big E; Dan Mourning, General Manager, Expo New Mexico; and James Romer, CFE, Vendor Services and Thrill Parks Director, Iowa State Fair
Pam will guide this chat with Fair Industry seasoned professionals regarding their vision, their experience, and their common sense. Gene is known for saying “What We Do Matters.” Dan reminds us that “Fairs are our Biggest Classrooms” and James prompts us to “Never Forget The Silent Partner Who is Not In The Room.” They will share their strategies and techniques for successful shows. Bring your questions!
5:30–8:00 PM
NICA Marketplace Trade Show & Happy Hour
Florentine B & C
Trade Show Sponsored by Berk Concession Supply, Cellular Sales, Entegra, JKJ Workforce & Performance Foodservice
The Trade Show kicks off with a ribbon cutting at the Florentine Lobby’s Doors to Florentine C. The Trade Show Hall presents 49 companies that offer products and services to your businesses. There is a complimentary assortment of tasty hors d’oeuvres available from 5:45–7:30 PM in the adjoining Florentine B lounge, along with additional exhibitors, and No-Host Bars. Florentine B is also set up with roundtables for those wishing to network with clients, visit with friends, or ask about NICA Benefits
8:00 PM
Evening On Your Own
Tuesday, November 11, 2025
Tuesday Educational Sessions Sponsored by Fare Foods, Hummel Group, Schantz / Craftsmen & Webster Enterprises
9:00–10:30 AM
General Session
Florentine A
“Making Connections”
General Session Sponsored by Sysco
Sit at Roundtables in Colleague Thought Groups, organized into the following categories:
A–Fair Staff • B–Food and Beverage Vendors
C–Commercial Exhibitors and Trade Show Exhibitors
9:00–9:45 AM
Keynote: “Unshakable: Building Resilience in Times of Change”
Florentine A
Keynote Sponsored by Webster Enterprises
Keynote Speaker: Jeff Thornberry, CCE, NICA Commercial Exhibits Council Coordinator
In a world where disruption is the new normal, resilience isn’t just a personal trait—it’s a strategic advantage. This keynote explores how we can stay grounded, adaptable, and inspired amid uncertainty. Through real-world examples, mindset strategies, and practical tools, you’ll discover how to navigate challenges with clarity, transform setbacks into growth opportunities, and lead with confidence even when the immediate path ahead is unclear.
9:45–10:30 AM
Colleague Thought Group Discussions/ Report Out
Florentine A
Moderator: Rey O’Day
Each Roundtable will be given questions and topics to discuss that relate to the present and future of Fairs as we look at them from our professional perspectives and share summaries.
10:30–11:30 AM
“Flash = Cash!” An Experience Showing How Retail Businesses Can Attract Customers in a Sensory-Rich Environment
Florentine B & C
Moderator: Jeff Thornberry, CCE, NICA Commercial Council Coordinator • Panelists: Scott Norton, OCC Signs, and Jeff Stevens, Action Lighting
This presentation is designed for Commercial Exhibitors, concessionaires and trade show exhibitors who want to learn how to capture potential customers’ attention in bustling settings where competition for patrons is fierce. “Flash” is more than just lighting and graphics; it’s the effort put into standing out in these environments. Attendees will learn how to leverage customers’ five senses to their advantage and take away fresh ideas for how to improve their business presentation.
10:45–11:15 AM
2025 IAFE Fairs Economic Impact National Report Summary
Florentine A
Presenter: Rachael Lough, CFE, Concessions and Vendor Relations Manager, Ohio Expo Center and State Fairgrounds
This session highlights the findings of the 2025 IAFE Economic Impact Study. Attendees will learn about the significant economic and civic contributions of Fairs and their potential for growth.
11:30 AM–1:30 PM
Trade Show & “Meet, Greet & Eat” Lunch
Florentine B & C
Trade Show Sponsored by Berk Concession Supply, Cellular Sales, Entegra, JKJ Workforce & Performance Foodservice
A complimentary assortment of light lunch foods, available from 11:45 AM–1:00 PM in the adjoining Florentine B lounge, along with additional exhibitors, and No-Host Bars. Florentine B is also set up with roundtables for those wishing to network with clients, visit with friends, or ask about NICA Benefits
1:45–2:15 PM
“How To” Sign up for Sysco Florentine E
Presenter: Jared Hanselka, Senior Manager of National Accounts, Sysco
Meet our Sysco partners who can onboard Vendors and develop relationships to lead to better net profits for you and your business.
1:45–2:15 PM
“How To” Sell: “The Art of Selling”
Florentine F
Presenter: Pam Simon, Sales Director, Minnesota State Fair
Learn the “Art of Selling” from someone who hand picks Vendors and Commercial Exhibitors at one of the country’s biggest Fairs.
1:45–2:15 PM
“How To” Purchase a Concession Trailer Florentine G
Presenter: Jason Miller, Schantz / Craftsmen
Gain information about Planning, Design, Delivery, Timelines, and more—everything essential to buying a Concession Trailer.
2:20–2:50 PM
“How To” Sign Up for Performance Foodservice
Florentine E
Presenter: Carrie Hayes, Multi Unit Manager; Josh Cole, Sales; and Franchesca Kenny, Produce, Performance Foodservice
Hear directly from the team at Performance Foodservice and learn step-by-step how to enroll, set up your account, and begin ordering.
2:20–2:50 PM
“How To” Find Your Style of Public Speaking
Florentine F
Presenter: Nick White, CCE, White’s Concessions and West Council Member
Discover which speaking style fits YOU best. Lean into your strengths and speak with authenticity and impact at your events.
2:20–2:50 PM
“How To” Sign up for Fare Foods
Florentine G
Presenter: Audrey Poole, VP Business Development, Fare Foods
Find out what you need to sign up for Fare Foods, how buying and delivery works, and tips for maximizing convenience and savings.
3:00–5:00 PM
“Dollars and $ense” Symposium
Florentine A
“Together We Can!”
Moderator: Rey O’Day, NICA Executive Director
Presenters: Many NICA Members
We are all in interesting economic times that include many factors and dynamics including a very cautious Fair guest, compound inflation, compound pricing, attendance swings, tariff negotiations, payment choices, rent concerns, expensive labor, safety and security priorities, shrinking margins, and plain old “sticker shock” wherever we look. We have given over the perception of our events and businesses to Influencers instead of being in charge of our own narrative. We have been talking about affordability, pricing, and will keep our Fairs viable for several years. Now WE are in search of ideas, experiments, solutions, and collaborations that only WE can create and agree on together.
In this Town Hall session, attendees are going to share their specific goals, practices, and ideas in five minutes. A short Q&A will follow, and we will respond “yes,” “no,” or “maybe.” It will be fast, fun, and thought-provoking. Don’t miss it!
5:15–6:30 PM
Closing General Session, Industry Excellence Reception & Champagne Toast
Florentine A
Keynote: “Maintaining Our Mental Health”
Presenter: Dr. Ryan Davis, Mind Health Institute
Closing General Session Sponsored by Jay Wells, CCE, NICA President & Stacey Pittroff-Barona, CCE, NICA 1st Vice President • Champagne Toast Sponsored by Giant Ride & The Original Australian Battered Potatoes
The Closing General Session will open with greetings from several of our 2025 Scholarship Recipients and a Keynote on behalf of our fundraising partner, the Grayson Murray Foundation, by Dr. Ryan Davis, who will talk with us live on Zoom regarding his thoughts on the importance of “Maintaining Our Mental Health.” We will then celebrate our Good Neighbor Awardees, including Antelope Valley Fair and Event Center and Ohio Expo Center & State Fair, along with our NICA Certified Concessionaire Executives and Free Sweepstakes Winners in the Industry Excellence Reception. Next, Cameron Murray will provide a greeting when we pull the winning ticket for the Super Bowl Experience Jay Wells, CCE, President, and Stacey Pittroff Barona, CCE, 1st Vice President, will then lead us into a Champagne Toast to “Making Connections” in the coming year, encouraging you to visit and enjoy festive bites “Together!”
Action Lighting—121
Jeff Stevens (406) 586-5105 jeff@actionlighting.com
Since 1987, Action Lighting has supplied the Amusement, Attraction, and Concession Industries with specialty lighting solutions that get noticed.
Aguas Frescas
Festival—118
Monica Esparza (949) 842-1439 monica@frescasfestival.com
Aguas Frescas are a variety of traditional Mexican natural fruit drinks. We are the original “Aguas Frescas” company.
Aspire Bakeries / Otis—106
Mark Goldrainer (513) 284-3970
mark.goldrainer@aspirebakeries.com
Aspire Bakeries is North America’s leading supplier of premium quality bakery products like Otis Spunkmeyer and more.
Beach Cities Wholesalers—219
Allen May (562) 355-4074 allen@bcwsnacks.com
Wholesale distributor of snack foods, wholesale cotton candy machine, snow cone supplies, Gold Medal popcorn machine supplies, and more!
Berk Concession Supply—109
Yvonne Lepor (330) 369-7537
yvonne.lepor@berkbrands.com
A full service Concession supplier specializing in stock and custom designed souvenir cups, paper plates, novelty drinkware, and other foodservice products.
Cellular Sales—208
Nate Romig (727) 742-9642
nate.romig@cellularsales.com
For the past 30 years, we’ve carried the latest tech from the most innovative brands, along with our signature in-person service and access to products and services from Verizon, Starlink, and more.
Custom Trailer Pros—124
Justin Prestidge (816) 564-1931
justin@customtrailerpros.com
From design to the trailer completion, our desire is to partner with our customers before, during, and after the sale to help them be as successful as possible.
D&J Supply Traders—117
James Fraser (805) 573-7770
reddev3@yahoo.com
As long-time Concession Operators, we understand the struggle with supply chain shortages, and rising costs. We source direct manufacturing of any customized Foodservice Cups, Trays, Plates, and more!
Drawn Together
Caricature Co—B-1
Patrick Ward (206) 409-3309
patrickcoleward@gmail.com
We make art and laughter. We provide an entertaining experience and product that gives attendees a reason to return to the Fair year after year.
Edward Don & Co—102
Chris Colovos (617)-849-2358
christophercolovos@don.com
A family owned and operated leading distributor of foodservice equipment and supplies, serving a vast network of businesses across a variety of industries.
Entegra—113
John Hanus (630) 974-0491
john.hanus@entegraps.com
With a portfolio of 2,500+ national, regional and local suppliers, Entegra delivers savings and comprehensive access to food and nearly everything else you buy.
Epic Eateries—206
Brandon Heidt (515) 612-5093
epiceateries@gmail.com
“Spice Up Your Life!” Epic Eateries is the hybrid of spices. Experience our exquisite culinary offerings ranging from sweet to savory and everything in between.
Essity / Core Food Service—110
Ashley Sweeney (714) 600-8589
asweeney@corefoodservice.com
From personal care essentials to hygiene solutions, our family of paper-related brands delivers quality, comfort, and care.
Eventeny—217
Hannah Falkosky (503) 515-3369
hannah.falkosky@eventeny.com
Eventeny was founded on the belief that managing large-scale events should not be
stressful and burdensome. Our mission is to remove event organizers from being the 5th most stressful job in the world. “We don’t just dream it, we build it.”
Eye Kandy Cosmetics—209
Samantha Danna (612) 345-0662
eyekandysami23@gmail.com
“Time to shimmer, babe!” From our iconic Liquid Sugar to our jaw-dropping glitter formulas, the Eye Kandy Cosmetics brand is taking bling to the next level.
Fairology—126
Maria Zaffuto (814) 771-6791
maria@fairologyconnect.com
Solutions for Fairs, Events, and Entertainers including social media, booking, consultation, and more.
Fare
Foods—201
Audrey Poole (618) 542-2155
apoole@farefoods.com
Fare Foods is the nation’s leader in distributing concession supplies, food products, and equipment to the Mobile Concessions Industry.
Fiserv / Clover—200
Tina Hollis (239) 287-8221
tina.hollis@fiserv.com
Fiserv has preferred credit card rates, hardware solutions like Clover, and 24/7 customer service.
Food Concession Signs—214
Kenneth Ragley (832) 305-1438
kenneth@foodconcessionsigns.com
We will produce your quality signs to suit your needs, whether it be for your Menu, Graphics, and more. All signs are printed using full color printer for vibrant colors that make your sign stand out in the crowd.
Fuego—119
Justin Agredano (623) 404-9096
justin@fuegopos.com
Fuego is the first, truly mobile point-of-sale system designed to run on cellular data; eliminating the need for expensive network infrastructure. Set your business apart!
Gaelic Heart—207
Peter Heverin (315) 383-6124
peterhev@yahoo.com
Importers and purveyors of Irish and Celtic themed products including Sterling Silver jewelry, tweed and wool caps, hats, scarves, gloves, and ladies handbags.
Glamberry—202
Patricia Brinson (210) 723-4231
contact@glamberry.shop
Glamberry 3D Printing and Gifts specializes in high quality 3D prints geared towards women and children.
Good Source Solutions—212
Kelly Courtland (800) 505-3737
kcourtland@goodsource.com
Good Source provides the finest, enjoyable and budget-friendly food products for all your events and plans.
Great Lakes Cheese—107
Tim Holden (201) 919-2261
tim.holden@greatlakescheese.com
An award-winning, premier manufacturer and packager of natural and processed bulk, shredded, and sliced cheeses.
Hummel Group—101
Phil Teague (330) 464-3200
pteague@hummelgrp.com
Property, fleet, liability and workers compensation insurance programs designed for the Mobile Food Industry.
JKJ Workforce—103
James Judkins (956) 440-8720
carnival.workforce@gmail.com
We solve labor problems, with over 40 years of experience providing legal solutions to solve unique labor issues.
JTM Food Group—104
Robert Lafond (513) 503-6083
robertlafond@jtmfoodgroup.com
A forward-thinking food-processing company still rooted in the same principles of the butcher shop: quality and value.
Kabobs—215
Larry Smith (716) 713-5514
lsmith@kabobs.com
Kabobs’ professional chefs prepare hors d’oeuvres and entrees with the same care and consistency you would demand from your own establishment.
The Langlois Company—205
Jeff Langlois (951) 903-3029
jeff@langloiscompany.com
Manufacturer of fine batter mixes for making Corn Dogs, Funnel Cakes, Fried Fish and Chicken, Churros Mix, etc.
Lower Foods—105
Casey Boren (208) 761-7790 casey@llranch.com
For four generations, our family has been working to provide premium meats that meet our customers’ expectations.
Mami Churros & Creamery—120
Emily Navarrete (507) 210-3878
emilynavarrete01@gmail.com
Mami Churros and Creamery brings the irresistible magic of handcrafted, authentic churros made from scratch.
McCain Foods—108
Eric Sinsigalli (781) 798-4913 eric.sinsigalli@mccain.com
McCain Foods is the world’s largest producer of the best and most innovative prepared potato and appetizer products.
McGowan Allied—218
Annie Shugart (727) 547-3023
ashugart@mcgowanallied.com
Providing specialty insurance for over 30 years. We welcome your calls for a quote.
NICA—300
Ann Menchen (813) 438-8926 ann@nicainc.org
Dedicated to strengthening relationships with the Fair, Festival, and Special
Events Industries through effective Communication, Benefits, Education, Leadership, and Solutions.
OA Finance—122
Mark Walker (816) 581-0033 mark@oafinance.net
OA Finance is a premier lender to the Outdoor Amusement Industry, dedicated to helping you grow your business and bring excitement to your patrons.
OCC Signs—221
Scott Norton (714) 447-4484 scottn@occustomsigns.com
Your one stop source for design, wraps, and all your signage needs.
Ocean Sales—123 &
222
Linda Downey (587) 755-3701 linda@oceansales.ca
We specialize in connecting people to unique household products that enhance everyday life.
Performance
Foodservice—220
Carrie Hayes (408) 220-4611
carrie.hayes@pfgc.com
A trusted leader in the Foodservice Industry with more than 100 years of experience. We deliver success through a blend of proven expertise and willingness to embrace change.
Pronto Pup / Gold
Medal—116
David Sulmonetti (503) 516-6377
dave@prontopup.net
Makers of the famous Pronto Pup corn
dog mix and Gold Medal distributor.
Rebel Dove Design—213
Robyn Burwell (325) 725-7573
rebeldovedesign@gmail.com
Hand-crafted real flower and resin artistry. Each piece contains natural elements to preserve the joy and beauty of the world around us.
Rich Products—114
Jason Shanks (716) 343-5325
jshanks@rich.com
Rich Products is a family-owned food company dedicated to inspiring possibilities. From cakes and icings to pizza, appetizers and toppings, our products are used around the world.
Simplot—115
Kristin Luebke (716) 213-8175
kristin.luebke@simplot.com
Time-saving, high quality, frozen foodservice products such as frozen potatoes, vegetables, avocados, fruit, and grains for your operation.
Slushy World—216
Rick Spromberg (360) 270-9842 rickspromberg83@gmail.com
We manufacture souvenir cups and stadium cups and own a mobile Slushy Concession Booth that travels throughout Washington and Oregon state.
Sonflower
Productions—B-2
Carrie Fraley (360) 270-9842 carriesonflower@gmail.com
Event planner and producer of pop-up markets and Commercial Exhibit spaces focusing on handmade artisan products.
Sysco—100
Jared Hanselka (346) 306-5613
jared.hanselka@sysco.com
Sysco’s variety of companies offer specialty produce, custom-cut meats, gourmet imports, equipment, supplies, and resources as unique as your business.
Ventura Foods—112
Richard Mei (413) 530-9145
rmei@venturafoods.com
Ventura Foods solutions empower our partners to efficiently create more innovative products and craveworthy meals. Start your gourmet journey! Products include Cooking Oils, Shortenings, Salad dressings, Mayonnaise, and more.
Whirley-DrinkWorks!—203
Joe Betras (800) 825-5575
jbetras@whirleydrinkworks.com
At Whirley-DrinkWorks! we offer plastic, souvenir drinkware for the Foodservice Industry, made in the USA.
Windy Hill Mercantile—204
Tina Cunigan (712) 574-0171
azcunigan1@yahoo.com
Windy Hill Mercantile offers an eclectic assortment of vintage and modern products, so you can accessorize you!
Yambala Designs—211
Laudia Dennis (917) 284-1137
yambaladesign@gmail.com
Yambala Designs provides elegant hand crafted jewelry made of semi precious stones, effortlessly combining beautiful stones with the art of spiritual healing.
Enjoy the Sysco-Las Vegas Warehouse Tour
We will board the buses at the Tuscany Hotel Lobby Entrance at 9 AM on November 12th. Sysco will offer a $10 tour, product showcase with Chefs, and a light lunch to all who attend. Thank you to Sysco-Las Vegas for your hospitality and San Mateo County Fair for sponsoring! See you there!
The Good Neighbor Awards Go to...
As a part of Tuesday’s Industry Excellence Reception, we will be honoring 2025 NICA Good Neighbor Award Recipients Rachael Lough, CFE and Alicia Shoults, CFE of the Ohio State Fair The following Good Neighbor nomination letter was submitted by Shawn Brunk-Smith, Fair Concessions Auditing:
It is my honor to nominate Rachael Lough, CFE and Alicia Shoults, CFE of the Ohio State Fair for the NICA Good Neighbor Award. Both of these individuals are known throughout our Industry for going above and beyond, not only for their own Fair but for the Fair Industry as a whole. This past year, while the Ohio State Fairgrounds has undergone major construction, Rachael and Alicia’s commitment to supporting Vendors and stakeholders has been nothing short of extraordinary.
Rather than simply sending out occasional construction updates, Alicia established a monthly virtual call to share project renderings, answer questions, and keep Vendors informed. She even gave project overviews during the NICA Gathering at the Fair, ensuring transparency and building trust. Meanwhile, Rachael took Vendor communication to a whole new level. She opened her calendar to allow individual site walk-throughs and virtual calls, working around Vendor schedules—even at 6 AM and 11 PM, and even a couple while she was on vacation, to make sure everyone had the chance to fully understand how construction might impact them.
Construction updates could have been a simple email and checked off the to-do list, but Rachael and Alicia chose instead to make every Vendor feel included in the process. They turned what could have been a stressful and confusing situation into an opportunity for collaboration, communication, and partnership. Their actions reflect the Golden Rule, showing respect, patience, and care in every interaction.
They didn’t stop there. During the Fair itself, when heavy rain and construction challenges caused flooding, Rachael was out in the grounds shoveling mulch from drains, helping Vendors lower umbrellas, and securing tents in the wind. Both she and Alicia are always positive, approachable, and ready to lend a hand, no matter the task.
Beyond the Ohio State Fair, both women serve our Industry in remarkable ways. Alicia regularly presents to Fairs and Organizations year-round on the importance of crisis communication and serves on multiple IAFE Committees. Rachael shares her expertise widely, presenting at NICA, GOSA, OFMA, and other associations on Vendor communication and building partnerships. She also serves as an IAFE Ambassador, writes articles for NICA News, and is always willing to lend her time and talent wherever needed.
Rachael and Alicia lead by example. They embody selflessness, positivity, and a true “Together We Can!” spirit. Their dedication to Vendors, their Fair, and the broader Fair Industry make them shining examples of what it means to be a good neighbor. I cannot think of two more deserving recipients of this award.
Good Neighbor Recipients Alicia Shoults, CFE, Assistant General Manager, and Rachael Lough, CFE, Concessions and Vendor Relations Manager, of the Ohio State Fair
The Good Neighbor Awards Go to...
We are also proud to be awarding Jennifer Murad, on behalf of the Antelope Valley Fair. Rey O’Day, NICA Executive Director, submitted the following Good Neighbor nomination letter:
NICA chose the Antelope Valley Fair and Event Center, also known as AV Fair, as one of our Good Neighbor Award Recipients because they experimented with dates and length of Fair and measured the data to make new decisions. We know that there is a lot at stake for the Fair, the Bendors, and the Fairgoers when Fair dates are changed or the number of operating days is shortened or lengthened.
The plan shortened the AV Fair from 9 days to focusing on 2 events: 5-day AV Fair in the Fall and the 3-day California Poppy Festival in the Spring; events that would be held primarily on weekend days instead of weekdays. The AV Fair dates were also moved from the end of August to the end of September and had later opening and closing hours based on the heat of that time of year. Their goal was to reduce overhead, overtime, and contract services which
would also do the same for their Vendors. Conversations with CEO, Dan Jacobs and Deputy Manager, Jennifer Murad indicated that they understood it is the number of guests who come per day that determines the netbottom line, not the total attendance.
Jennifer Murad, Deputy Manager, Antelope Valley Fair & Event Center
Understanding it is hard to conclude that less is more and then act on it; NICA appreciates the AV Fair trying different models in order to make a more efficient use of resources and a more successful financial model for stakeholders. They were unable to be present at the 2024 NICA Marketplace last year so we saved the awarding for this year when they could be present. Congratulations!
Don’t Miss Out On Our Contests & Giveaways!
As with all of our Gatherings and Events, there is always the chance for NICA Members to win something, and NICA Marketplace “Together!” is no exception! We will award Door Prizes throughout the event at each Educational Session and “How To” Workshop. You can also ask a NICA Director or NICA Foundation Trustee, “Who Will Have the Super Bowl Experience in San Francisco?” Our Free Sweepstakes Giveaway is returning this year to once again thank our attendees for coming—an extra chance to win something without even spending a dime! You will receive the first Free Sweepstakes Ticket in your Tote Bag and then you will receive one each time you attend an Educational Session or “How To” Workshop, with Winning Tickets drawn at the Industry Excellence Reception. You may place your ticket in the vessel marked for your item of choice, which will include items such as Heinz Pump Dispensers, Essity Napkin Dispensers, Casada Massager, a 30’ Commercial Flagpole, a Keurig Coffee Maker, Mini-Clover, Tools, Gift Baskets, and more. You’ll be surprised by what you might win!
Mark O’Shea: “Artificial Intelligence is Here to Stay!” Keynote
NICA Marketplace will kick off on Monday morning with a Keynote Address by Mark O’Shea, Co-Founder of Noise New Media, as he presents “Artificial Intelligence Is Here to Stay!” With over 15 years at the forefront of digital marketing for live events, Mark has helped transform how Fairs, Festivals, and Entertainment can connect with their audiences in an increasingly digital world. In “AI Is Here to Stay,” Mark will demystify
artificial intelligence and show how it’s already reshaping the Fair and Event landscape. He will cut through the hype to focus on what AI really is—and isn’t—along with tangible strategies for using it to streamline marketing, grow ticket sales, and strengthen audience relationships. His session will equip attendees with real examples, proven tools, and a new mindset for the future. Start your NICA Marketplace week inspired and ready to innovate with Mark’s Keynote Address. It will set the tone for what’s ahead for the Industry, and as he’ll remind us, AI isn’t the future... It’s already here!
Jeff Thornberry, CCE: “Unshakable: Building Resilience” Keynote
Join us Tuesday morning for the Keynote Address, “Unshakable: Building Resilience in Times of Change,” presented by Jeff Thornberry, CCE, NICA Commercial Exhibits Council Coordinator. In this session, Jeff will explore how resilience can be more than a personal trait—it can be a strategic advantage. He will share real-world examples, mindset strategies, and practical tools to help attendees stay grounded,
adaptable, and confident, transform setbacks into growth opportunities, and navigate change with clarity. With 44 years of experience in the Fair Industry, Jeff brings a wealth of handson knowledge to his work supporting NICA’s mission to strengthen and advance the Retail segment. Throughout his career, Jeff has actively contributed to Industry growth and improvement, serving on numerous Boards, Committees, and Task Forces, and now channels his decades of experience to guide Fair Professionals in navigating challenges and leading with confidence.
Dr. Ryan Davis: “Maintaining Our Mental Health” Keynote
Tuesday’s Closing General Session will feature the Keynote Address
“Maintaining Our Mental Health,” delivered by Dr. Ryan Davis, who will be speaking on behalf of the Grayson Murray Foundation. In his session he will be sharing perspective, tools, and grounded, real strategies to support our own well-being in both the demanding rhythm of the Fair Industry and in life. Dr. Davis is a Harvard-trained, board-
certified psychiatrist and certified performance coach who works at the intersection of mental health and human performance. He is the founder of the Mind Health Institute in Beverly Hills, and serves on the clinical faculty at UCLA. His passion for both the mind and human potential fuels his mission: helping people stay strong, connected, and mentally fit in highpressure environments. We are honored to have him join us to close out our time together, guiding us toward healthier practices, a clearer understanding of the pressures we carry, and how to protect our own mental well-being.
Michael Wedaa: “Corporation and LLC Secret Strategies”
Join Michael Wedaa on Monday morning as he dives into “Corporation and LLC Secret Strategies,” exploring how rapid economic and demographic shifts in the 2020s are reshaping Fairs and the businesses that serve Guests. Gain actionable insights on how these trends impact business structure, operations, and longterm growth. Michael is a seasoned business consultant and incorporation specialist with over
20 years of experience in entrepreneurship. As the founder of Augmentus Business Solutions, he has owned, operated, and sold numerous businesses, advising thousands of small business owners on process optimization, corporate structure, and growth strategies. A respected speaker and best-selling author of Corporation and LLC Secrets, Michael shares expert insights on incorporation, asset protection, and business tax strategies. In this session, he will translate his decades of experience into practical strategies for business owners in the Fair and Special Events Industry.
Justin Agredano: “Knowing Your Data Makes a Difference”
In Monday’s “Knowing Your Data Makes a Difference at Your Bottom Line,” with Justin Agredano of Fuego, attendees will explore how data can directly transform profitability. Many of us still manage by instinct instead of with real numbers. This session will show you how to build a practical dashboard that tracks sales mix, key items, high vs. low profit categories, and even how to use data to craft effective combo or two-item
promotions—so you can make smarter, faster decisions that raise your bottom line. Justin Agredano is the CEO of Fuego POS and brings over two decades of experience building software systems, data platforms, and online ordering solutions for the Restaurant Industry. With deep expertise in software development, data warehousing, mobile ordering, and kiosk technology, he has helped operators nationwide turn complex information into actionable, profitable strategies. This session will challenge you to move beyond instinct— and start managing your data!
Justin Prestidge: “Attracting, Converting & Delighting Guests”
Later on Monday, don’t miss “Attracting, Converting, and Delighting Guests,” featuring Justin Prestidge, Custom Trailer Pros. In this session, Justin will share the proven cycle for building a successful business: start with an idea, build it, measure it, and learn from it. The winning formula for long-term success is excellent customer service that consistently turns guests into loyal return customers. Justin founded Custom Trailer Pros
in 2012 after seeing a major unmet need within the Concession Trailer Industry. Today, he has grown his company into a national dealership with hundreds of food trailers operating across the country. His focus is on partnering with entrepreneurs—not only providing the trailer they need, but also equipping them with the tools, systems, and knowledge to succeed. Justin shared, “It’s easy to get caught up and forget how to maximize our opportunities. Join me and learn how to attract the right people, convert them into customers, and delight them so they keep coming back for more!”
Premier Sponsors
The Coca Cola Company
Entegra Procurement Services
Fiserv / Clover
Mami Churros & Creamery
Schantz / Craftsmen
Sysco
Industry Champion
Fare Foods
Tote Bags
Entegra Procurement Services
Tote Bag Inserts
Florida’s Best
Rickey’s Jerky
Lanyards
Forever Concession Trailers
Volunteer Dinner
Sysco
Opening General Session
Kim Barr, CCE, NICA Past President
Rey O’Day, NICA Executive Director
Monday Keynote Speaker
Fiserv / Clover
Closing General Session
Stacey Pittroff-Barona, CCE, NICA 1st Vice President
Jay Wells, CCE, NICA President
Champagne Toast
Giant Ride
The Original Australian Battered Potatoes
CPR Training Class
NICA Foundation
Roundtable Luncheon
gocashless
San Mateo County Fair
Trade Show
Happy Hour & Lunch
Berk Concession Supply
Cellular Sales
JKJ Workforce
Performance Foodservice
Morning Coffee Service
Southern Oregon Food & Beverage
Commercial Track &
Tuesday Keynote Speaker
Webster Enterprises
Educational Sessions
Coca-Cola
Fare Foods
Fiserv / Clover
Hummel Group
Mami Churros & Creamery
Rickey’s Jerky
Audrey Poole, NICA Foundation President
Bus Sponsor
Victor Products
Convention Decorations
NICA Commercial Exhibits Council
Sweet Cheeks
In-Kind
OCC Signs
Neal Family Foods
Matthew Clark at matthew.clark2@fiserv.com or (330) 481-0938 and Michelle Orantes at michelle.orantes@fiserv.com or (813) 380-3788 Fairs, Associations, Software Providers, Wholesalers, and NonConcessions: Tina Hollis at (239) 287-8221 or tina.hollis@fiserv.com Clover Support for NICA Members under the NICA Program: (800) 350-2720 • Please provide your NICA MID & MPI# -002695885 Non-Clover Support: (800) 319-6236
Counting More Than Corn Dogs
How Fairs Prove Their Worth Through Data & Advocacy
Rachael Lough, IFMG, CFE, IAFE Ambassador & Concessions & Vendor Relations Manager, Ohio State Expo Center & State Fairgrounds
There’s something timeless about a Fair. From the first whiff of Popcorn to the laughter echoing across the Midway, Fairs are woven into the fabric of our communities. They bring people together, showcase local pride, and celebrate agriculture and tradition in a way few other events can. In fact, more people attend Fairs each year than Major League Baseball and the NFL combined, a staggering reminder that Fairs aren’t just nostalgic pastimes; they are powerful cultural and economic forces. That power has always been understood by those of us who work in the Fair Industry, but for decades, it’s been difficult to put into numbers. Until now.
collectively generate over $51.9 billion in annual economic impact, support nearly 393,000 ongoing jobs, and contribute more than $760.9 million in tax revenue to state governments every year. They also generate millions of hotel room nights and welcome an astounding 219.8 million attendees annually. Those are numbers that will make policymakers and funders take notice. They tell the story we’ve always known: Fairs are more than entertainment; they are engines of economic activity, cultural engagement, and community connection.
How the Study Was Conducted
The IAFE and Johnson Consulting Firm utilized a detailed and credible methodology. The study measured revenue generated and attendance figures for Fairs and non-Fair events held throughout the year. Standard statistical models and assumptions were then applied to generate the results.
In 2025, the International Association of Fairs and Expositions (IAFE) partnered with Johnson Consulting to produce the Fairs Economic Impact National Report, the first comprehensive look in decades at the measurable value Fairs bring to communities nationwide. The study used data from IAFE Member Fairs, State Associations, and other verified sources to calculate both the national and regional economic impact of Fairs and Fairgrounds. And the results are impressive to say the least. According to the study, Fairs
Importantly, the totals do not include revenue made by Concessionaires, Carnivals, or other businesses that operate at Fairs. The revenue received by Fairs through rent or profit-share from these companies is reflected, but the impact of these companies themselves is not calculated. In other words, the study captures only one portion of a much larger and deeply connected Industry.
The Missing Piece
That final point is key, because it shows that the $51.9 billion impact only tells part of our story. For those of us who live and breathe the Fair Industry, we know that the reach of Fairs extends far beyond what the report measures. Concessionaires, Exhibitors, and Carnival Partners are the heartbeat of the Midway and an economic force of their own.
Think about it: Concessionaires don’t just show up with their stands and go home. They buy products from local suppliers and grocery stores. They visit hardware stores for last-minute repairs. They hire local laborers to help with setup and service. They stay in local hotels and Airbnbs, eat in nearby restaurants, and often return to the same community year after year, becoming a familiar and welcome part of the local economy.
Those purchases, meals, and nights in town may not be reflected in the $51.9 billion figure, but they absolutely ripple through the community. The truth is, the economic impact of Fairs stretches much further than even this landmark study can quantify.received by Fairs through rent or profit-share from these companies is reflected, but the impact of these companies themselves is not calculated. In other words, the study captures only one portion of a much larger and deeply connected Industry.
Why This Data Matters
For years, our Industry has relied on passion and tradition to tell our story. While those are powerful, they don’t always carry the same weight in a legislative hearing or a city budget meeting as hard numbers do. The Fairs Economic Impact Study gives us that credibility. It translates the joy and community spirit of the Fair into data-driven terms, such as jobs created, revenue generated,
and taxes paid, that resonate with decision makers.
This information is a valuable tool for advocacy, whether you’re talking with elected officials, meeting with local chambers of commerce, or working with the media to highlight the Fair’s impact. It provides a foundation for conversations that show Fairs as what they truly are, vital community assets that deserve investment, support, and protection.
Turning Data Into Action
For Concessionaires and other Fair Partners, this report isn’t just interesting reading, it’s a call to action. When we speak with local leaders or policymakers, we can use this data to help paint the full picture of our Industry’s contribution. The numbers give us the starting point, and our stories and experiences bring them to life.
It also comes at a crucial time for our Industry’s advocacy efforts. Key pieces of legislation, such as the CARE Act (H.R. 2729) and the RIDE Act (S. 1281), aim to improve the H-2B Visa system, which is critical for Carnival operators and many seasonal businesses that support Fairs nationwide. The CARE Act clarifies that carnival workers belong in the existing P-Visa category, aligning them with the broader entertainment Industry. Both bills have bipartisan support and would ensure Fairs and their partners can continue to operate safely, efficiently, and at full capacity. Having strong economic data from IAFE in hand helps make these conversations more effective. Legislators might enjoy visiting a Fair for the photo ops or the Funnel Cake, but what really gets their attention is when you can say, “Our Industry generates more than $51 billion in economic activity, supports nearly half a million jobs, and contributes over $760 million in tax revenue.” That’s a language every policymaker understands.
Advocacy Starts With Us
Every one of us who works in the Fair ecosystem, whether as a Fair Manager, Concessionaire, Exhibitor, or Volunteer, has a role to play in telling this story. When we combine passion with proof, we create a compelling narrative that moves our Industry forward.
If you’re meeting with a local chamber, preparing testimony for a city council meeting, or
Another customer served at Rutana Concessions
talking with your State Fair Association about advocacy priorities, this report is a resource to keep in your back pocket. Reference the numbers, but also share the stories that go beyond them, like how your team shops locally, hires local workers, and contributes to the economy of every town you visit.
The data provides the foundation, and your voice gives it heart.
Building the Future Together
The Fairs Economic Impact National Report is an exciting milestone for our Industry. It puts measurable proof behind what we’ve always known in our hearts, that Fairs strengthen communities, create opportunities, and keep traditions alive. But it’s also a reminder that our collective impact, especially through the work of Concessionaires, Exhibitors, and Fair Partners, reaches even farther than any single study can capture.
This project was made possible with the generous support of the Outdoor Amusement Business Association (OABA), the Eastern States Exposition, and the Iowa State Fair.
Our Industry is made up of dreamers, doers, and storytellers. Now, with this data in hand, we’re also equipped to be advocates. Together, we can use both passion and proof to ensure Fairs continue to thrive for generations to come. ▲
We hope you enjoyed this overview of the IAFE’s Economic Impact Study. This study reveals the $51.9 billion economic strength of Fairs nationwide and reminds us that the full story goes far beyond the Midway. To view the complete Fairs Economic Impact National Report, visit www.fairsandexpos.com.
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A Fairgoer enjoying French Fries from Kolar Concessions
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From the Camera Roll From the Camera Roll
Patrick Sieng, Oregon Fairs Association, and Madison Kanksy, Oregon State Fair, helping in Salem
Robert Gottsche, The Big E, with son Robert Jr. and daughter Aubrey, at Boots, Bull & Bingo, held in the honor of the late Jessica Gottsche
Nate Wells, CCE, West Council, found his birthday photo in NICA News. The look says, “Really?!”
Marla Calico, CFE, Past IAFE President and CEO, with Greg Chiecko, CFE, OABA President and CEO, and Rey O’Day, NICA Executive Director
7th Generation in the Fair Business Maisy Bast, 6th Generation Amanda Bast, 3rd Generation Charlie Miller, 4th Generation Mary Miller, and 5th Generation Lori Rockwell, Charlie’s Food Concessions, at the Clay County Fair Gathering
Sierra and James McConnell, McConnell Concessions, with their son Alan
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