When Dale Adams stepped in as executive director of the Arizona Exposition and State Fair, he arrived with a clear mandate: put the “Arizona” back in the Arizona State Fair. One of his first moves was asking his team to list the people, landmarks and stories that define the state. They came back with 51 items, organized by county — a roadmap for how he hopes to reshape the fair’s identity.

“I want you to come to the fair not just for great food and the fun rides, but for the entertainment and educational value, too,” said Adams, who started in January. “We’re not discounting the livestock side of it. I want to help everyone make a difference here and really grow the fair and the fairgrounds.”

DEEPER DIVE: Abandoned North Phoenix project gets new life as $190 million sports complex

INDUSTRY INSIGHTS: Want more news like this? Get our free newsletter here

Adams spent nine years as Desert Diamond Casino’s general manager for ASM Global, where he oversaw renovations, construction, revenue strategies and staff development. That “fix‑it guy” label has followed him throughout his career — and he’s bringing it to the fairgrounds.

The State of Arizona owns the fair, which is operated by the Arizona Exposition and State Fair Board, a self‑supporting state agency that manages the 96‑acre fairgrounds and Veterans Memorial Coliseum. The 2025 fair saw a bump in attendance, helped by a sold‑out comeback concert from Arizona‑born alt‑rockers The Format. Still, Adams believes the fair needs a refresh.

According to 2024 analytics, the fair’s three‑year average attendance was 1.25 million, with more than 4.72 million on‑site video board impressions. “This is such a great location,” Adams said, noting the proximity to the Department of Public Safety headquarters. “It’s one of those opportunities that everyone’s passed by.”

In his new role, Adams oversees operations for more than 200,000 square feet of exhibit space, an outdoor grandstand and multiple event venues. Veterans Memorial Coliseum — the “Madhouse on McDowell” — is a priority for expanded programming.

He said he believes the fairgrounds can and should host more events year‑round, not just during the fair. “The rising tide floats all the boats,” he said. “That means the fair gets better. We really create an iconic destination. I always call it Arizona’s entertainment destination.”

Adams sees parallels to the World’s Fairs he grew up hearing about — places where people went to see new technology, livestock, carnival attractions and cultural displays all in one place. “Everyone’s flocking here,” he said. “So why can’t we have opportunities to showcase and help educate everybody — kids and adults — about Arizona?”

That Arizona focus will show up across the fair — in displays, contests and entertainment.

Because the fair is self‑funded, Adams is looking for ways to strengthen its financial base. He believes the coliseum can support concerts and family shows outside the fair season, helping drive revenue back into the grounds.

“We’re not going to compete with Desert Diamond Arena,” he said. “We’re not going to compete with Mortgage Matchup Center, but we can augment what everybody does. In terms of family shows and concerts, the coliseum just hasn’t done that much.”

Some events will move into other buildings on the property to increase visibility and profitability. The fairgrounds already host gun, home and quilt shows, but Adams wants to expand that slate.

Adams admitted he hadn’t been to a fair in years before taking the job. That distance gave him perspective — and a challenge. “How do I attract someone like me who hasn’t been to the fair in a long time?” he said. “The fair has done a good job of maintaining it, but how do we up that value?”

He’s optimistic but realistic. “I want to make it better and bigger,” he said. “We have a long way to go with not a particularly clear road, but definitely a clear direction.”

For Adams, the motivation is simple. “I love Arizona, and I thought about how I could make it better,” he said. “I looked at the fairgrounds and the coliseum, and I thought we could add programming. I think we can up the value of the fairgrounds.”