351 Wisconsin State Fair 2001

Wisconsin STATE FAIR, 2001 History of the Fair Brochure. Overall History of the State Fair for 150 years with illustrations, images, advertisements.

66584570

2001

351 Wisconsin State Fair 2001.pdf

Linda Valentine Snippets

Linda Valentine Snippets

Copyright undetermined

text

eng

Wisconsin

History

Midwest

Kenosha County, Wisconsin

PDF

Valentine
SNIPPETS of SALEM
351 -Wisconsin STATE FAIR
2001 History of the Fair Brochure
Contents
Overall History of the State Fair for 150 years with illustrations,
images, advertisements

0-70 pages
NOTES:
-Pages within the pamphlets may be out of sequence because of the scanning
process.
-Numbering on these pages may include the date and sequence within each
pamphlet.
The original materials used in this project were from the FWB Fred Wesley
Brown Collection. Some documents were photocopied before they were scanned
into the PDF document and those will be available in print format. The originals
may exist either in the FWB collection or at the Western Kenosha County
Historical Society - depending on family decisions at a later date. These
materials were contributed because the family wished that the history that they
and their families have experienced can be saved for the future generations.
Some "published" documents were dismantled in order to provide a 1:1 scan of
the original item rather than a scan of a photocopy. The decision to do this was
made because the INFORMATION was more important than the media that was
used to present the information. Naturally, singular ORIGINAL DOCUMENTS
were not destroyed.
Researchers should also refer to the Valentine Digital archives which may at the
SALEM COMMUNITY LIBRARY for more images in this collection or digital
images of items that may relate to this booklet or related to the topic.
Compiled 1/2014 by L S Valentine Copyright©Valentine2014

tfhe Wisconsin State Pair
Preface

tT

his booklet, printed in 2001, has been created to
celebrate 150 years of Wisconsin State Fair
History. It is an expansion and update of the
1992, 2nd edition of"A BriefHistory of the Wisconsin State
Fair." Additionally, it has been flavored with a "sprinkling"
of notes about some of the many other events held
throughout the year at the Fair Park.
The first Wisconsin State Fair was held in Janesville in
1851. During the next 41 years the Fair was also held in
Watertown, Fond du Lac, Madison and Milwaukee. It wasn't
until 1892 that the Fair was held on today's West Allis site
where it has remained for the past 109 years.
For significant, historical reasons the Fair was cancelled
five different times. The 1861 Fair, set to be held in
Madison, was cancelled due to the Civil War as were the
1862 and 1863 Fairs. During that time the fairgrounds became a training camp for volunteer troops and was
renamed Camp Randall. Years later the University of Wisconsin-Madison football stadium would be built on
that site.
The next cancellation was in 1893 when the World's Columbian Exposition was held in Chicago.
Officials, anticipating a loss of attendance at the Wisconsin Fair because of that competition, cancelled the Fair
for a fourth time. The fifth and final cancellation happened in 1945 during World War II at the request of the
US Office of War Transportation.
There are many that helped this booklet along its way to be published. In particular: The State Fair Park
Youth Foundation whose financial support in funding this project made it possible to share this invaluable
information with the public; Nancy Kolp, Wisconsin State Fair Park Community Affairs Coordinator who
joined me in the search for the many pictures printed within the book; Wisconsin State Fair Park Marketing
Director Kathleen O'Leary who was the guiding force in getting this to press and Clayton Girnler who volunteered
countless hours of historical research. We were truly saddened when Clayton passed away as this booklet went
to press, as he was unable to see the result of his effort and I lost a good friend.
Special thanks go out to OldDogDesign, Allan-Knox Photography, and those who created the 1992
edition that was used extensively as the framework for this publication.
Information for this booklet was compiled from news articles, Fair programs, booklets, accounts from
agricultural journals, research contributed by interested parties and other promotional materials, and is
accurate to the best of our knowledge.
Research facilities included the Milwaukee Public Library, the Milwaukee Journal Sentinel News
Information Center, Steenbock Memorial Library at the University of Wisconsin-Madison, the West Allis
Historical Society, the Milwaukee County Historical Society, the Rock County ·Historical Society, Historic
Madison, the State Historical Society of Wisconsin and The Milwaukee Mile. Picture credits are extended to
Donald S. Elliott, Robin Hensersky, Dr. Edward Leone, Dan R. Boyd and Jerry Zimmerman.
Historical research is an on-going process. If you care to contribute any authentic, historical materials
about the Wisconsin State Fair Park such as photos (original or copies), news articles, programs, etc., please
send them to the Public Relations Department, Wisconsin State Fair Park, West Allis, WI 53214-0990.
Thank you for your continued interest in and the support of Wisconsin State Fair Park.

Jerry Zimmerman
Wisconsin State Fair Historian

'fhe Wisconsin State Pair
Location: Janesville • Date: October 1-2
Attendance: 13,000-18,000 • Admission: 10¢
The first Wisconsin State Fair, held on a six-acre plot
along the banks of the Rock River, was sponsored by the
State Agricultural Society. The Society was formed in
Madison on March 12, 1851. Members of the Legislature
and other prominent citizens met in the Capitol and started
the organization with a big drive to obtain members at $1 per
year or a $10 life membership fee. Erastus W Drury of Fond
du Lac was named president and Albert C. Ingham of Dane
was named secretary. With only a $55 appropriation from
the State Legislature, the Society accepted the challenge to
raise additional funds by private means to secure the first
Fair and cattle show in Janesville.
The first resolution of the newly-formed Dane County
Agricultural Society read, "We will attend the first
Wisconsin State Fair at Janesville on the 1st and 2nd days of
October, 1851, in a body as a Society." The Society
members, including farmers, mechanics and citizens,
formed a procession in Madison at 8 am on September 30th
and began their march to Janesville, led by the Madison
Brass Band. Only oral testimony confirms the trek that must
have taken a full day and most of a night to complete over
primitive roads.
At the committee meeting held to discuss the upcoming
Fair site it was strongly suggested to enclose the fairgrounds

Some things have not changed over the years
of the Fair. Plowing contests is not one of them.

with a tight board fence seven feet high and build pens for
securing animals.
Other resolutions included soliciting subscriptions to
defray expenses, those persons intending to show animals or
other exhibits must pre-register and a plowing contest should
be held on the second day of the Fair.
It was reported that even though tremendous crowds of
between 8,000 to 12,000 Fairgoers were on the grounds at
any one time during the Fair, the village didn't have a single
accident or disturbance.
University of Wisconsin
Chancellor, John J. Lathrop, presented the principal address,
"Applications of Science to Agriculture and the Useful Arts."
Popular features included a 200-pound squash, a
quarter-acre plowing competition featuring teams of horses
and oxen. A machine designed for pulling flax powered by
a team of horses was demonstrated.
The Fair was credited with being the largest reported
gathering at any Wisconsin event held up to that date.
Describing the Fair as "an orderly affair without a single
intoxicated man in the crowd," the Milwaukee Sentinel
reported: "No riotous or disorderly conduct; no gambling
appearance; no liquor bottle; no profanity; nothing in short,
to offend the eye or mar the general enjoyment."

The horse and buggy was the choice of
transportation to the Fairs in the 1800s.
3

tfhe Wisconsin State Pair
best eastern establishments." Livestock entries were down
due to the lack of railroad discounts for transporting
animals; still, more than 200 head of cattle and 100 horses
were exhibited.

1858

Location: Madison • Date: October 4-8
Attendance: Almost 50,000 • Admission: Unavailable

Held at the Bruen Estate on 53 112 acres, one mile from
the Capitol, the Fair featured a new, 60-foot diameter
octagonal Fine Arts Hall. There were 2,119 entries.
Manufacturers' Hall displayed a wide range of scales from a
small countertop scale to a six-ton hay scale. The new Sugar
Camp had sugar and syrup makers producing samples for
fairgoers. The Honorable Cassius M . Clay of Kentucky
spoke for more than two hours on applying the sciences to
farming.

~

Location: Janesville • Date: Sept. 28-0ct. 2
Attendance: Unavailable • Admission: Unavailable
The Fair was held on 18 acres owned by the Rock
County Agricultural Society in Monterey, a suburb roughly
two miles from Janesville's center. The premium list doubled
to reflect more diverse entries. Rain throughout the Fair did
not deter fairgoers. The Hall of Fine Arts displayed paintings
by Old Masters and included one Rubens. A 600-pound
cheese from New York was shown and Chinese sugar cane
seed was introduced and distributed. A trial of fire engines
was held and a wind-operated printing press was on display.
Farm Implement Exhibitors included Barrows & Lund, C. L.
Harmon Higgins Mowry & Co., 1. I. Case, Mavor May's
Wind Machines, Miller & Starrs, N. E. Allen, Palmer &
Williams, Turton & Sercomb, Vose Mitchel & Co., W D.
Bacon, Wood & Co.

1858 'Fair Schedufe:
Monday:
Tuesday:
Wednesday:
Thursday:
Friday:
Saturday:

Receiving & Arranging Exhibits
Complete arranging Exhibits and State
Fair Ball
Fireman's
Parade and a Torch Light Parade
.
.
mevemng
Plowing Contest and a Barbecue Feast of
Whole Ox
Ladies Equestrian Display and Trotting
Matches
Equestrian Cavalcade and Awards for
Exhibits

~

~

JI Case began selling their quality farm equipment in Wisconsin and then the world.
5

'T'he Wisconsin State Pair
"Relations of Labor to Government" and was given by
former Governor Joseph Albert Wright of Indiana. The
Fair was described as "creditable to the enterprise of the
people in spite of unsettled conditions and bad weather,"
and ended with a profit of $1,000. Abe Lincoln and
Napoleon also attended the Fair-Abe Lincoln was a
stallion and Napoleon was a champion bull. Roadsters,
jacks and mules were listed under horse entries. Listed
under cattle were Devons and Ademeys. Listed under
sheep were: Spanish Merinoes, French Merinoes, Long
Wool, Middle Wool and Leicester.

1866

Location: Janesville • Date: Sept. 24-28
Attendance: Unavailable • Admission: Unavailable

Held at Camp Tredway with 1,491 entries, the
rece ipts set a new record of nearly $15,000. The
Fine Arts Hall was enlarged and the Music Hall
displayed 25 instruments including various styles of
pianos, organs and melodeons. A cornet band
competition was enjoyed by all while prolonged
rains, crop damage and uncertain weather were
given as re asons the Fair was not up to previous
standards. Fair officials limited recent congressional
candidate, Major General Logan of Illinois, to speak
only on industrial themes and not on any political
issues of the day.

~

~

186?

Location: Madison • Date: Sept. 23-27
Attendance: Unavailable • Admission: Unavailable

Held at Camp Randall with 1,697 entries. The
Agricultural Hall was criticized for a decrease in exhibits.
Receipts, however, increased to $16,500 and University of
Wisconsin's President, P.A. Chadbourne, gave the annual
address. The Fair was described as "one of the largest and
most satisfactory held." The Wisconsin State Fair was
renamed the "Exhibition of 1867."

Location: Janesville • Date: Sept. 25-29
Attendance: More than 40,000 • Admission: 25¢

~

Held at Camp Tredway, on a new 70-acre fairground
within the city limits that had "one of the finest mile tracks
in the region." There were 1,509 entries and a large building
was erected in honor of Wisconsin soldiers. Buildings for
the sorghum show turned the east side of the grounds into a
"manufacturing city" and illustrated intense interests in
sugar cane production. Other exhibits in the Manufacturers'
Tent included sewing machines, spinning wheels, harnesses,
saddles and washing machines. Major General William T.
Sherman addressed fairgoers. Speed trials (horse races)
were popular entertainment and racing was recognized as
"essential to securing a large attendance and successful Fair."
A new judging class was established for beehives and bee
management. The Chicago Tribune reported that the Floral
Hall held the year's "best fruit and flower show." The ladies'
equestrian event was criticized as "disgusting to all persons
of good taste for the competitors to race their horses like a
pack of rowdies."
~

Farm machinery exhibits became a major attraction and
remained a part of the Fair until the 1960s.
7

tfhe Wisconsin State 'Fair
1879

Location: Madison • Date: Sept. 9-13
Attendance: Unavailable • Admission: Unavailable

Held at Camp Randall. The Cattle and Machinery
Depts. reported they doubled their 1878 entries, but
overall receipts were down. The Fair secretary declared
that "the signs of the times point to a very great increase in
dairying."
~

1880

This detail from an 1876 map shows both the Cold Springs
grounds (far right) and the Stevens' Farm race (lower right).

Location: Madison • Date: Sept. 6-10
Attendance: Unavailable • Admission: Unavailable

The Fair was doubled in length for the nation's centennial
celebration, but the event was described as a "terrible ten days
of rain and mud." The heavy rains lowered both attendance and
receipts, causing Fair officials to borrow money to pay
premiums and prizes and meet other financial obligations.
Governor Harrison Ludington gave the annual address. The
city of Milwaukee prepared the fairgrounds free of charge.

Held at Camp Randall. On opening day, former
President General Ulysses S. Grant spoke to fairgoers and
Civil War veterans congratulating the people of Wisconsin
on "their wealth and prosperity, as evidenced in this
magnificent display of industrial and agricultural products."
Although the Fair opened with its treasury depleted it
featured a new Education Department. Manufacturers
exhibited fancy soaps and self-raising flour. Glass cases
were purchased to better display the cakes and bakery in
the Women's Building. There were concerns about a new
product, Butterine, a lard processed into "bogus" butter.

~

~

Location: Milwaukee • Date: Sept. 11- 20
Attendance: Unavailable • Admission: Unavailable

Location: Janesville • Date: Sept. 10-14
Attendance: Unavailable • Admission: Unavailable
Premiums passed $10,000 and the Swine Department
broke the current record with 700 entries. Fair officials
received several requests to allow gambling on fairgrounds,
but declared: "God grant that agriculture may ever refuse to
take the blood money of the gambler."
~

Location: Madison • Date: Sept. 9-13
Attendance: Unavailable • Admission: Unavailable
Held at Camp Randall, the featured guest was President
Rutherford B. Hayes who spoke on "national problems
growing out of five years of hard times." Mrs. Hayes was
reported to be the "idol of the populace."
~

An exhibit of butter production at the 1880 Fair.
II

'T'he Wisconsin State Pair
line and switches were so frequent that few delays occurred.
Streetcars reportedly carried over 5,000 visitors to and from the
grounds on the last day, indicating the line was a great
convenience to the public.
The Grandstand was greatly improved with the addition
of a large number of seats, presenting an excellent view of
the entire racetrack, the machinery exhibit, the Capitol
dome, Washburn Observatory and other state and university
buildings. The seating capacity was increased from 5,000 to
8,000. One of the most impressive additions to the grounds
was a large canvas-covered board structure painted with a
panoramic view of the battle of Gettysburg.
On day two, September 8, a game of lacrosse was held
between 36 Chippewa Indians from the Bad River and Red
Cliff areas ofWisconsin (near Bayfield). On day five, Sept. 11,
Governor Rusk spoke from a wagon located on the new
Racetrack in front of the Grandstand and praised Wisconsin
agriculture. The Governor said, "There are but few venues of
real wealth and all have their origin in and spring from earth. It
was created for man and the man was a farmer and, it was said,
'By the sweat of your brow you must earn your bread'." The
Governor quoted statistics demonstrating enormous growth in
the Wisconsin's dairy industry, " ... consequently the entire
capital stock of the banking organizations of the state and
territories amounts to $658,225,299, a sum which is
$41,774,101 less than is invested in dairy cattle alone. With
this showing, who will say, if com is king, that the cow is not
queen?" Horse and chariot races were held in front of the
Grandstand and an "extensive" agricultural machinery exhibit
was of great interest. Day one's gate receipts totaled about $39,
day two's about $900 and the closing day brought in $3,700. A
young man reported that he was conned out of a $20 gold piece
by a swindler.

Location: Milwaukee • Date: Sept. 20-25
Attendance: About 75,000 • Admission: Unavailable
The Fair's Cold Spring grounds were described as
"Three miles of cattle sheds and 15 acres of buildings
and tents." Receipts reached a record $31,334, leading to
Fair officials to declare that the Fair would have been a
finan cial failure in any other city. They decided to
settle it permanently in Milwaukee County. Features at
the Fair included an area designated for farm implement
demonstrations and a "panoramic display" building.
Steps were taken to lease the Cold Spring grounds for the
1887 Fair.
~

Location: Milwaukee • Date: Sept.12-17
Attendance: Unavailable • Admission: Unavailable
Held at the Cold Spring grounds. A windstorm
destroyed an exhibit building on August 9 and the
structures were replaced before opening day at a cost of
$8,000. Increased attendance lead to record receipts of
$34,590 . Officials recognized the need for larger
grounds and better accommodations if the Fair was to
continue growing. They also stressed the need to eliminate
any "questionable" features. A special detective was
hired to look for any gambling or selling of liquor.
With more than 200 sheep and 300 poultry entered,
superintendents had to seek limits on entries. Twenty
agricultural machinery companies showed their products:
24 mowers, 5 reapers, 14 binders, 6 thrashing, 7
portable & tractor engines, 30 feed cutters, 50 plows and
20 cultivators.

~

~

Location: Milwaukee • Date: Sept. 17-21
Attendance: Unavailable • Admission: Unavailable
Held at the Cold Spring grounds. Another recordbreaking Fair with the number and quality of the exhibits
described as "excellent." Breed associations were authorized
to select a single, expert judge. A resolution presented by the
Women's Suffragist Association to the Agriculture
Department asked to "create a Women's Work Department at
the State Fair."
~

Harness horse racing remained popular into the 1950s and
horses were boarded in year-round barns on the fairgrounds.
13

'T'he Wisconsin State Pair
1897,

Location: West Allis • Date: Sept. 20- 25
Attendance: Unavailable • Admission: Unavailable

A Fair advertisement stated that "All children under
five-feet, five-inches high admitted free on Tuesday."
Because a bill had been passed to create the State Board
of Agriculture, this was the last year the Agricultural Society
operated the Fair and they chose not to publish their usual,
well-done annual report.

Location: West Allis • Date: Sept. 17-22
Attendance: Unavailable • Admission: Unavailable

~

The number of exhibits and attendance dropped due to
a smallpox scare. The streetcar line from Milwaukee was
extended to the fairgrounds at the request of Fair officials.
Officials again appealed to the Legislature for funds to
meet Fair expenses and were given $8,000. The number of
Fair departments increased to 16.

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~

Location: West Allis • Date: Sept. 17-21
Attendance: Unavailable • Admission: Unavailable

TA GE

Premiums totaled $23,029. The livestock show was one
of best on record; swine entries alone filled seven barns.
Fairgoers purchased a colorful round badge to wear on their
jackets for admission and a separate badge was required for
grandstand shows. On the final day a football match was
held between the University ofWisconsin and Northwestern
University for the title "Championship of the West."
~

a89e

Location: West Allis • Date: Sept. 21- 26
Attendance: Unavailable • Admission: Unavailable

Premiums increased to $25,541. The first Fair dog
show was held by the Milwaukee Kennel and Pet Stock
Association. There were record livestock entries along
with the largest swine show at any American fair. Poor
weather and hard times resulted in a deficit of nearly
$8,000. Heavy rains canceled many horse races and
caused a drop in attendance. Streetcar lines were extended
into the Fair Park and were capable of unloading a
trainload of passengers every two minutes.

An exciting promotion of things to see at the Fair.

~
15

':The Wisconsin State 'Fair
1903

Location: West Allis • Date: Sept. 7-11
Attendance: Unavailable • Admission: 50¢

1]05

Location: West Allis • Date: Sept.ll-15
Attendance: Unavailable • Admission: Unavailable

Milwaukee Electric Light and Power Company offered to
illuminate the grounds, provide lamps, etc. at 4¢ per kilowatthour. Electric lighting allowed for extended hours and a "night
Fair." The Speed Department's experiment of night horse races
on the half-mile track was unsuccessful as drivers and horses
could not adjust to the new conditions. Officials asked the
Legislature for $100,000 for new buildings and grounds
improvements. This was the first year that the Dairy
Department sold cheese and butter entries at the end of the Fair.
The advertising budget for the Fair was $4000 of which $1800
was used for newspaper ads. (By 1916 the budget was $10,000
with $8000 used for newspaper ads.)

In August a windstorm destroyed two large dining halls,
damaged many trees and fences and aided in burning a large
bam. New construction included a $44,473 Stock Judging
Building/Livestock Pavilion. (This building became the
Coliseum that was eventually torn down in the 1970s and a
new one was rebuilt on its site.) A tunnel was excavated
under The Mile Racetrack and water pipes were installed.
Barney Oldfield circled The Mile Racetrack with an average
speed of 63.3 8 MPH. Standard Telephone contracted for
installing a phone system on the fairgrounds. There was a
major problem with counterfeit complimentary tickets.
Twenty self-registering turnstiles were purchased. Bovine
tuberculosis exhibits by veterinarian Dr. David Roberts of
Waukesha were introduced. The fireworks display was
called "Siege of Port Arthur." A feature at the Fair's pigeon
show was the world's record tumbling "parlor roller" pigeon,
"Jewell". There was a $27,000 horse racing purse and, for
the first time, automobile racing was considered. The
Pacific Borax Company's 20-mule team and wagon were
special guests on display.
(The Pacific Borax Company s 20-mule team was similar
to today s Budwieser Clydesdales. To the best of my knowledge
this was the firs t use of this type ofcommercialism. Borax is a
water-softening, commercial chemical. Any picture of a team
of 20 mules pulling a wagon out from the mining fields of the
west caused one to think of the Borax product. During
the 1900s and into the 1940s, Pacific Borax advertised
extensively as they sponsored a number of radio programs.
-J z. 2001)

~

~

Fair receipts totaled $73,710 and officials set parking fees
at 25¢ for a single rig, 50¢ per double team, 25¢ for a singleseated automobile and 50¢ per double-seated automobile. The
gate's superintendent recommended overhead shelters for all
gatekeepers. Fair officials voted to restore and protect the
Indian mounds located on the Fairgrounds. In September the
first automobile race was held on the oval dirt track. William
Jones of Chicago circled the Mile's dirt-surfaced oval in 72
seconds for an average speed of 63.38 MPH. Jones also won
the inaugural five-lap race averaging 36 MPH.
~

Location: West Allis • Date: Sept. 5-9
Attendance: Unavailable • Admission: Unavailable

t

•

Original 1892 plans included a livestock judging facility but the first Livestock Pavilion was not completed until 1905.
17

tffie Wisconsin State Pair
and Iowa fairs to gather ideas for a new grandstand. In the
Women's Work and Hospital Building, fairgoers could stop at
''The Haven of Rest" and lie on a comfortable couch for 10¢ an
hour. The hospital treated 143 people and reported one death.
"The Wisconsin Agriculturist" advertised and touted the Fair:
amusements, daily races, music; one of the best Fair facilities for
half mile and one mile races and one of the finest stock pavilions.
~

1910

In 1910, President Howard Taft speaks
to fairgoers at the Grandstand.

19q9

Location: West Allis • Date: Sept. 12-16
Attendance: Unavailable • Admission: Unavailable

The grounds were damaged by a tornado. The building
program continued with a new Machinery Hall (South
Exhibit Hall) and an aquarium with 30 windows for viewing
fish from Wisconsin Waters. Plans were also approved for
building new speed barns and a swine judging pavilion. A
five-mile race between a Milwaukee Auto Club automobile
and airship (blimp) was held in front of the Grandstand. On
Thursday, September 15, Wisconsin Archeological Society
placed a bronze tablet marking the site of two remaining
Indian burial mounds on the fairgrounds. The Wisconsin
State Fair Park Marshall reported that no one attempted to
smuggle alcoholic beverages into the Grandstand. From the
1910 yearly minutes of the State Board of Agriculture: Fair
contracts were discussed; a Monorail was discussed; the
Board received a legal claim for a horse killed at the 1909 Fair
and it decided to allow motorcycle races after the horse races.

Location: West Allis • Date: Sept. 13-17
Attendance: Unavailable • Admission: Unavailable

The Poultry Building destroyed in a storm was replaced
with a temporary building. New construction included
completion of a new Dairy Building (East Exhibit Hall), a new
Model Rural School and Model Farm Barn, and an addition to
the Administration Building. The secretary's report shows the
Fair's actual earnings increased from $15,496.41 in 1899 to
$84,043.8. Officials decided to "secure a bust of President Taft
made in butter" and arranged a reception committee for Taft's
visit on Friday, September 17. The fireworks display featured
"The Burning of Chicago." Board members visited Minnesota

Fairgoers crowded together to view the blimp that raced an automobile on the racetrack.
19

'T'fie Wisconsin State Pair
and trimmed in white. A model of the fairgrounds with
future improvements was displayed, but major construction
projects were delayed due to high costs of material. A new
department, U. S. Exhibits, promoted President Wilson's
emphasis on wartime production and food conservation.
The new Home Economics Department held special classes
for recipes without wheat flour and substituted honey
for sugar. Tractors and labor saving machinery were an
outstanding feature. The automobile show outgrew its
building. This was the second year of World War I and
the war theme dominated the Fair, including the fireworks
display entitled, "The World's War."

on display. The Fair Board ruled to rid the grounds of
questionable entertainment and had the Women's Club
members patrol the park to report any undesirable exhibitions
or entertainment.
~

~

!

~

1919

Fairgoers walk across unpaved streets. A ferris wheel
can be seen operating between buildings.

Location: West Allis • Date: Sept. 8-13
Attendance: 242,095 • Admission: 50¢

Premiums increased to more than $82,000. Despite the
continuing construction program the Fair was outgrowing its
available facilities. The Teachers' Camp combined lectures
and learning experiences such as "The Woman on the
Tractor" in which teachers were taught to operate a tractor.
Grandstand shows began at 7 p.m. Ticket prices were 25¢
for bleachers, 50¢ for grandstand and 75¢ for box seats. The
performances included a diving act, boxing kangaroos,
acrobats, aviator Louis Gertson, Persian athletes and
equestrian, chimp and elephant acts. The first passenger
airplane built in the United States, "The Lawson Airliner,"
was constructed in one of the Park's exhibit buildings.

Location: West Allis • Date: Sept.10-15
Attendance: 188,889 • Admission: 50¢
The fairground's 147 acres and buildings were valued at
$998,000. New construction included a Poultry Building
(Family Living Center) and an addition to the north end of the
Grandstand. A proposal was suggested to make an agricultural
center. The Wisconsin State Fair invited all car owners to drive
to the fairgrounds over the two "beautiful" concrete roadways
which ran from the heart of the city of Milwaukee to four
State Fair gates. Fair attendants "watched" parked cars free
of charge, and providing ample parking spaces began to be a
serious problem. The Fair launched a program to support the
war effort and "Gordon's War Spectacle," held at the
Grandstand, presented a display of modern warfare in
fireworks. A large tractor show included demonstrations and
the auto show presented a million-dollar exhibit of nearly 300
models by 71 automobile manufacturers. After the Fair, the
grounds were turned over to the government for training
motor convoy troops.

~

~

1918

Location: West Allis • Date: Sept. 9-14
Attendance: 188,592 • Admission: 50¢

Attendance was good despite cold, rainy weather. The
fairgrounds and improvements were valued at $1,032,416. All the
buildings on the fairgrounds were painted colonial yellow

The Lawson passenger airplane, constructed on the
fairgroun ds, was the first built in the United States.
23

'T'he Wisconsin State 'Fair
could be seen ahead, a bright light illuminated a
life-sized statue ofa donkey. Facing away but close
beside the boat, the donkey suddenly brayed loudly,
raised its hindquarters and kicked to within inches
ofthe passengers. This was why people enjoyed lining
the outside fonce, to see the reaction ofthe boat riders
as they came into view. Most of the first-time riders
knew there was something startling at the end of the
tunnel but didn 't know what it was until the ride
ended. It was a well-kept secret by passengers who
wished to share the fun with an unsuspectingfriend on
another ride through the Old Mill. -J. Z. 2001)

IT THE

·W1sc.oNs1N STATErAtR-l'ltLwAuKEE •
..AU&UST 17ro ~EPT.1.192?>· - -·SIX J)AYS AND ~IX N14HTS·

~

Advertising and promotion of the Fair was
just as visible as it is in the year 2001.

Location: West Allis • Date: Aug. 28-Sept. 2
Attendance: 267,984 • Admission: Unavailable

dangerous as it seemed and, in the not too distant future,
aerial lifesavers may be able to rescue passengers from
disabled planes.
Note from the 192 3 Wisconsin State Fair Park Premium
Book: "The value of farm property in Wisconsin is
$2,677,000,000. The value of land is $1,618,918,000. The
value offarm buildings is $568,968,00. The value of livestock
is $322,312,000. The average value of Wisconsin farms is
$14, 143.

There were more than 10,000 entries by 3,091
exhibitors. $93,000 in premiums were paid. The highlight of
the Fair was a visit by Henry Ford. A $1.7 million auto show
presented more than 350 new models. Due to a railroad
strike, the traveling midway was not present on Opening Day
and, because it was Children's Day, Fair officials offered
free admission for children on the final day of the Fair. The
lack of cattle barns made it necessary to provide makeshift
quarters for nearly 1,000 head of cattle. The Grandstand
featured auto races, horse races and Lillian Boyer's Flying
Circus in which Boyer transferred from an auto to a plane at
60 mph. The Fair was described as a "great mirror of the
agricultural, educational, industrial and commercial life of
Wisconsin."

~

1924

Location: West Allis • Date: Aug. 25- 30
Attendance: 223,084 • Admission: 50¢

A new $1 25,000 Manufacturers' Building (North Exhibit
Hall) was built. The Cardinal Ballroom (later the Modernistic)
was financed by private investors. The Wisconsin Bakers'
Association began selling cream puffs from the glasswindowed Dairy Bakery in the Dairy Building (East Exhibit

~

Location: West Allis • Date: Aug. 27-Sept. 1
Attendance: 233,655 • Admission: Unavailable
Officials had hoped for an attendance of at least
350,000 to make the Fair self-supporting but the attendance
fell 116,345 short. Sixty-four new amusement park
concessions and rides were installed near the Old Mill to
create Fun City. Governor Blaine praised the Fair's moral
cleanliness and confirmed that "not a questionable game of
any sort, skill as well as chance, will be permitted."
Children's Day attracted 4 7,514 school children. Those
favoring presentations of dangerous aviation stunts argued
that aerial performances were hastening the time when
aviation might become commercially successful. They
believed the stunts demonstrated that aviation wasn't as

A view of the Dairy Building where
cream puffs are still sold to fairgoers.
25

tffie Wisconsin State Pair
Location: West Allis • Date: Aug. 29-Sept. 3
Attendance: 248,816 • Admission: 50¢
The automobile entrances were improved with new
overhead electrical signs used for advertising. The installation
of gas mains eliminated the use of other fuels for cooking. A
new model rnilkhouse was built and a shower and bath building
offered free baths to fairgoers. The first 4-H Club Showmen's
Contest was held. Fair and city officials expressed interest in
extending the Fair to seven days, including a Sunday.
However local ministers were opposed. A cement wall was
built around The Mile Racetrack for the protection of drivers
and spectators. Ted Rostan, of Bay View, placed second in the
Big Car 100-mile race. The "Whippet" dog races were proposed to run on a 200-yard course. The first such ride in the
Midwest, "The Magic Carpet" opened on the midway.

Everyone loves a parade. This one is about to p ass the Little
Theater where performances were held during the Fair.

Location: West Allis • Date: Aug. 30- Sept. 4
Attendance: 235,627 • Admission: 50¢

s

The Dairy Building's addition was started and the Grandstand addition completed the 18,000-seat facility. Year-round
use of the fairgrounds increased. The pageant and fireworks
show, "1776," commemorated the 150th anniversary of the
signing of the Declaration of Independence. The special guest
speaker, Colonel Theodore Roosevelt, son of former President
Theodore Roosevelt, talked about his recent African safari.
This Fair hosted the first 4-H Club and Girls style show.
Local Methodists opposed the Fair being open on Sundays.
Amusement operators Miller and Rose complained to the
Town ofWauwatosa about the levy of property taxes because
the operation was not as profitable as they had anticipated. The
amusement rides and attractions included: Sky Rocket,
Miniature Railway, the Why Is?, Aeroplane Swings, the
Carousel, the Scooter, Ferris Wheel, the Whip, the Rifle Range,
Skee Ball Alleys, The Flyer (Merry Mix-up), Custer Kars
(Speedway), photograph studios, Mystic Maze and children's
playgrounds. On September 26, Milwaukee's Artie Brach won
the Big Car 150-mile race with an average speed of72.29 miles
per hour.

(From Jerry Zimmerman 1999 "I Remember
the Midway": "The old Pirate Ship Amusement and
Fun House was removed when I was seven or eight
(1935-36) so my memory of it is not as clear as I
would like it to be. What I do remember clearly is,
after we purchased our tickets, we were led to what
appeared to be an open elevator door. We were
instructed to sit on a metal bench tight against the
wall in the small, confined room. After the door
closed, one side of the room opened immediately
and the bench collapsed to a 45-degree angle,
causing us to slide down, out of the room and onto
a moving "magic carpet." The carpet was a huge,
continuous belt that traveled across a number of
"hills and valleys " until the occupants were gently
deposited on the opposite end inside a large, open
room. A two-story high wooden-surfaced, polished

~

•~ificultural and Industrial
Exposition

ON WISCONSIN!
This 192 7 promotional postcard incorporates
agricultural symbols with a small view of the Park.

In 1927, a new model milk house was built
in the Dairy Building for fairgoers to view.

27

tfhe Wisconsin State Pair
Wisconsin College of Engineering displayed "complete
television equipment" and showed broadcasting procedure.
The Manufacturers' Building was renamed the Merchants
and Manufacturers' Building (North Exhibit Hall). The
World's Fair Blimp carried passengers from the Fair's infield
to Milwaukee's lakefront for $3.
~

A parade ofgoats in front of the Grandstand stage.

Plans were announced to increase the scope of the Fair to
make it more representative of all Wisconsin activities. The
Cardinal Ballroom was remodeled and renamed Modernistic
Ballroom. Throughout the 1930s and 40s it was a big band
dance hall and popular meeting place.

In 1932, Milles became the first family owned permanent food stand
on the fairgrou nds. This picture depicts the building as it is today.

~

Location: West Allis • Date: Aug. 29-Sept. 4
Attendance: 210,317 • Admission: 50¢

1933

A Sunday Fair was resumed. The Great Depression was
underway and the Fair's budget was reduced by $25,000.
Premiums were cut slightly with "no cheapening of the Fair."
Outstanding exhibits filled the facilities to capacity. Fair
management limited the number of 4-H campers to 700. A
dog show was held in the Grandstand building. The
fairgrounds became the site for the National Folk Festival
during the off-season, an early off-season use of the Park that
promoted the area's ethnicity. The Fair was saved from
closing as the State Assembly voted and the Governor signed
a compromised State Fair Bill.

Location: West Allis • Date: Aug. 27-Sept. 1
Attendance: 263,698 • Admission: 25¢

Due to the Great Depression, the legislature reduced the
annual appropriation for the Fair from $200,000 to $25,000 plus
receipts. Premiums were cut to $35,000 and the admission

~

Location: West Allis • Date: Aug. 28-Sept. 2
Attendance: 232,417 • Admission: 50¢
Attendance was lower than expected due to two days of
rain and three days of sizzling heat. Although another cut of
$60,000 was made to the Fair budget more than $57,000 was
paid in premiums. The first permanent food stand, Mille's
Italian Sausage, was built on the fairgrounds . The auto show
returned with 80 of the latest models. The University of

This was the first year of the Boy Scouts Camp Ammon
which continues to operate at the Park today.

29

1fie Wisconsin State 'Fair
industry floats came from downtown Milwaukee to the
fairgrounds. The horse show featured an unusual "musical
chairs" contest. The Fair's program announced the "Wisconsin
State Fair and Dairy Land Festival." This year saw the first
documented trailer park at the Fair. It was located in the
southeast comer of the Park and campers paid a fee of $1 per
day. In August, Rex Mays won what was scheduled as a
100-mile sprint car event. Because of a scoring error it was
mistakenly ended at 96 miles.
Championship auto racing on the dirt track at The Mile.

~

Location: West Allis • Date: Aug. 20-28
Attendance: 624,411 • Admission: 25¢

Location: West Allis • Date: Aug. 22-29
Attendance: 429,445 • Admission: 25¢

$250,000 in additions and improvements were made to
buildings and the fairgrounds. The present Grandstand was
completed as a W P. A. project. New cattle barns were
occupied for the first time and the Fair showed a profit of
nearly $30,000. Grandstand shows cost 50¢ and featured a
thrill show, rodeo and variety acts. Officials banned medicine
pitchmen from the fairgrounds. On Boy Scout Day, the
Kenosha Safety Car Company held a grandstand show billed
as a "Real Car Crash-Thrilling!" The Junior Fair, the
"Fair within the Fair," began showcasing Wisconsin youth

Wisconsin's Territorial Centennial was celebrated at the
Fair. The Boys' and Girls' Camp was moved back into tents.
Rain, hail and cold weather caused much discomfort for all
involved. The first Wisconsin Dairy Brand Store in the Dairy
Building (East Exhibit Hall) sold Wisconsin-made dairy
products to fairgoers and took orders for mail delivery. 1,602
customers purchased cream puffs and sales amounted to
$840.68. Twelve thousand women sought State Fair recipes.
~

Location: West Allis • Date: Aug. 21-29
Attendance: 602,436 • Admission: 25¢
The Fair showed an operating profit of $44,511. The old
wooden Horse Bam was removed for construction of a new
bam with stalls for 300 head. On Dairy Day, a parade of dairy

As it still is today, Fair information was provided to
fairgoers at several locations throughout the fairgrounds.

and their agricultural projects. The Badger Rifle Club built a
shooting gallery beneath the Merchants' and Manufacturers'
Building (North Exhibit Hall). The Steven Swedish Dance
Band performed at the Modernistic Ballroom. The AAA
Auto Races were held with stars of the day Ted Hom, Tony
Willman, Chet Gardner and Billie Wynn.
~

A parade offloats invited downtown residents to visit the fair.
31

oor
A fair, as far as possible, becomes, in a wise and helpful way,
''All things to all people," so as to interest, instruct, entertain,
and be useful to all. A fair should be a source of knowledge;
it should be useful as well as entertaining, be in fact a public
servant and public institution.
0. E Roessler- Wisconsin State Board ofAgriculture -1903

'T'he Wisconsin State Pair
Location: West Allis • Date: Aug. 16-24
Attendance: 676,288 • Admission: 40¢
The State Fair established an international fair record by
setting new attendance records each year since 1934, with the
exception of 1940. Chicago's WLS radio station broadcast
the National Bam Dance Show, a four and one half-hour NBC
program, nationwide. Indy car drivers raced on the Mile
Racetrack over two days and Rex Mays won the 100-rnile race.
It was the last racing event to be held on the track until after the
end ofWorld War II.
~

The grandstand show "On to Victory "
saluted America and its allies.

Location: West Allis • Date: Aug. 21-27
Attendance: 255,491 • Admission: 35¢
Department ofAgriculture co-promoted the fair with outdoor billboards.

The Fair continued to stress the wartime effort. A
display of captured war materials included Italian and
Japanese planes, a 25-ton German tank and landing boats.
War stamps or bonds served as admission. The First Junior
Defense Drive was held and children were admitted free
with one-half pound of copper, three pounds of paper or
two pounds of steel or iron. A nighttime Fair allowed
industrial workers a chance to enjoy the festivities. The
Honey Department featured "The Honey Bee Goes to War"
exhibit. Fair Buildings were used in the off-season for
storage of war materials and defense machinery and for
Civil Defense training. The first annual Hymn Sing and
Sacred, Patriotic Concert was held at the Little Theater.
Because World War II was well underway, M. J. Sweeney,
Superintendent of the Fairgrounds, had to contend
with out-of-town officials and exhibitors requesting
hard-to-come-by gas ration coupons.

Location: West Allis • Date: Aug. 22- 28
Attendance: 407,589 • Admission: 55¢
A single day attendance record of 124,783 was set. In
cooperation with the war effort, the Fair was cut back to seven
days, auto racing was eliminated, proposed buildings were not
built and no capital improvements were made. The Fair theme
was "Food for Victory." Every department reflected the wartime
production and conservation efforts. Nearly 200 exhibits
enrolled thousands of volunteer workers in civilian defense
activities. On Opening Day, 26 truck loads of scrap metal and
rubber were collected as an admission fee from children. The
Grandstand show "On to Victory" saluted America and its allies.
As the two-hour ''Victory Parade of ' 42" moved from the infield
onto the racetrack to pass in front of the Grandstand, the
announcer proclaimed that the performance was "known
throughout the land as the greatest spectacle of its kind." This
"cavalcade of agricultural production" measured the splendid
efforts of Wisconsin agriculture for America's fight for freedom.

(As a 15-year-old I remember walking to
the fairgro unds in the fall of 1943 with other
neighborhood children to watch German p risoners
of war as they unloaded and stored huge mounds of
freshly harvested carrots, beets and potatoes in the
livestock barns on the north end of the fairgrounds.
Although heavily guarded by armed U S. Army

~

35

tfhe Wisconsin State Pair
military victory in the hope of everlasting peace." The Poultry
Department cancelled its show because of disease and
the quarantines in effect. The Poultry Building was renamed
the Fur and Rabbit Building (Youth Expo). The fireworks show
was called "Skies Ablaze." Antonio Granatelli drove a
"rocket" racecar testing its speed on The Mile track. Plans
were started for the State's Centennial Exposition in 1948.
~

The cover of the commemorative 1948 Wisconsin
Centennial Exposition Program.

,1948

In 1947, the Milwaukee Journal showcased the
State Fair in a special section of the newspaper.

Location: West Allis • Date: Aug. 7-29
Attendance: 1,786,818 • Admission: 50¢

The entire State Fair Park was renovated and given a
facelift to provide a modern appearance for the 23-day
celebration of the State's Centennial. A new Press and
Radio facility allowed several radio broadcasts to be made
simultaneously. Exhibits displayed progress made by the
state during its first 100 years and celebrated its various

Location: West Allis • Date: Aug. 16-24
Attendance: 633,580 • Admission: 50¢
The national radio program, "Queen for a Day;' with Jack
Bailey was held on Children's Day at the Modernistic
Ballroom. Movie star/Milwaukee native Jack Carson visited
the Fair. With the disease quarantines lifted, the poultry
exhibit returned with a superior show. The grandstand variety
show, ''Night of Stars," incorporated a space travel theme. A
daring act had tiny Aida sitting inside a six-foot replica of a
quarter moon that was suspended from a moving airplane 75
feet above the ground. The program ended with "Heavens
Aflame" fireworks. The Coliseum's floor was converted to ice
for the "Holiday on Ice" show and was also used by the
Milwaukee Clark's hockey team during its season.
~

This 1953 program advertisement showcased Wisconsin as the
country :S greatest agricultural and dairy leader.
37

1he Wisconsin State Pair
Wisconsin College of Agriculture to answer fairgoers'
questions. Five hundred kids from Milwaukee County
Children's Homes were guests at the Grandstand.
~

Location: West Allis • Date: Aug. 22-30
Attendance: 824,211 • Admission: 50¢
More than twelve acres of farm equipment made the
"Greatest ever Machinery Show." Temperatures were in the
high 90s most of the week with no rain. An outstanding year
for livestock was reflected in a 30% increase in entries compared to a five-year average. The horse show was extended to
seven performances. More than 5,000 fairgoers took a hearing
exam to assist in a hearing study. In the Conservation Area, fairgoers were invited to "hear the talking muskie."

The Wzsconsin State Fair has many distinctions. It is one ofthe oldest
Fairs in the nation and one ofthe best expositions in America.

Location: West Allis • Date: Aug. 18-26
Attendance: 819,210 • Admission: 50¢

~

In the spring a new guardrail was added to The Mile
Racetrack. Good weather helped draw record Fair crowds.
The theme was "In the Era of the Atom" and the Wisconsin
At Work Building (North Exhibit Hall) featured an atomic
energy exhibit. Fairgoers were informed, "Everything that
can be revealed to the public is disclosed in this atomic
'museum' direct from Oak Ridge, Tenn." Professional
craftsmen were judged in this, the first year of the
Craftsmen's Fair and fairgoers could try various crafts. The
Grandstand variety show was called the "Cavalcade of Stars."
The farm crops exhibit was reinstated after a four-year
absence.
~
Wiuonain's Gr•crt.st farm Machinery Display
Notion's Parade of Blue Ribbon Livestock

Location: West Allis • Date: Aug. 16-24
Attendance: 767,757 • Admission: 50¢

Thousands of

Educo~onol

Displays

f"rMst &rtectoinment Available

This 1953 program lists State Fair highlights,
entertainment and educational promotions.

A farm machinery area was developed in the southwest corner of the grounds. Fifth Army Troops staged a
mock battle before the Grandstand each morning. "More
than 1,000 servicemen just returned from Korean combat
demonstrated actual war maneuvers" using machine guns
and flame-throwers. Replicas of ancient Roman chariots
raced on the track over four days. The Wisconsin at Work
Building had more than 125 industries on display.
Fairgoers were no longer required to pay a tax on
admission. A new feature enabled those interested to have
their teeth x-rayed and eyes tested. The new Wisconsin
Farm Information Center sponsored experts from the
Wisconsin Department of Agriculture and University of

Location: West Allis • Date: Aug. 21-29
Attendance: 770,664 • Admission: 50¢
The Mile Racetrack was paved with asphalt. New
half-mile and one-quarter-mile dirt tracks were developed.
The Fair theme was "Fairyland in Dairyland." Officials vote
to build a new youth dorm and approved $25,000 in other
improvements. On the evening before the Fair, a free "Grand
Prevue" was held. A new event was Greyhound dog racing.
The Junior Livestock Show was moved to the last four days
39

tfhe Wisconsin State Pair
and rural fairgoers. A photo of the Fair's newly resurfaced
Mile Racetrack was printed on the cover of the October
1957, Asphalt Industry Quarterly.
~

Location: West Allis • Date: Aug. 16--24
Attendance: 763,644 • Admission: 75¢
The Dairy Building (East Exhibit Hall) was remodeled in
"super-futuristic" decor with an "imaginary space port" and
Alice in Dairyland holding court in the Milky Way. The
Food Building was renamed the Home Building (Youth
Expo). 112,936 attended Roy Rogers' and Dale Evans'
shows in the Grandstand. The Junior Fair celebrated its 20th
year and its activities were switched to the first three days of
the Fair so winning juniors could compete in the open class.
This was the first year of the Wisconsin high school band
competition, drawing 16 entries. There were nine straight
days of racing, including harness horses, stock cars,
motorcycle and midget cars, making the Fair "the racing
capitol of the Midwest."

A happy exhibitor shows off her award-winning
flowers with a delightful smile.

~

Location: West Allis • Date: Aug. 17-25
Attendance: 728,891 • Admission: 75¢
In June, Roger Ward won the 100-mile Indy Car race
averaging 97.789 MPG. (This was Wards first win on The
Milwaukee Mile oval and, over the next six years, he
would win six more races, more than any other Indy Car
driver on The Milwaukee Mile. Only Stock Car driver
Don White, would win more races on the track. Whites
amazing fourteen first place finishes placed him as The
Milwaukee Miles all-time, overall victory leader.) The
Sports Building was renamed the General Exhibits and
Industry Building (South Exhibit Hall) . The Conservation
Area featured for the first time a demonstration of a
sawmill operation. The West-0-Rama, a caravan of
Western-style musicians, completed its statewide tour and
gave a grandstand show on a 400-foot panoramic stage;
more than 47,000 attended several performances. The
World Championship Rodeo was held nightly in the
Coliseum and featured the Cisco Kid, Duncan Renaldo.
The Junior Fair's budget was more than $42,000, the
largest ever allowed for that department. The Little
Theater had a "Stereophonic Sound" demonstration.
Feed-0 -Rama, an exhibit comparing livestock fed with
various qualities of feed, was well received by both urban

This 1958 program book cover foatured Roy Rogers and Dale Evans.
41

tfhe Wisconsin State Pair
Location: West Allis • Date: Aug. 11-20
Attendance: 868,756 • Admission: 75¢
The Midway's rides, concessions, games and the Old
Mill were razed and the area was developed as a landscaped
"mall." While razing the Midway's combined Administration
and Storage Building, a long forgotten aquarium built in
about 1910, was rediscovered, hidden within the structure.
The 69-foot by 12-foot building, its glass front tanks and fish
head fountain were renovated and full of fish again in time
for the Fair. Fair management was removed from the State
Department of Agriculture and transferred to a new
Wisconsin Exposition Department, governed by a sevenmember Board appointed by the governor. The Royal
American Shows' midway arrived with 90 railroad cars to
cover an approximate six-acre area with over fifty rides,
games and shows including "Club Lido." The Dairy
Building (East Exhibit Hall) was renamed the Food Products
Building. The Grandstand featured 15 shows by Roy Rogers
and four USAC races. Two model homes were constructed:
one completely finished and furnished, the second a shell to
show construction details.

It's great to be the Fairest! So great, in fact, that over
the decades, hundreds ofyoung ladies have sought
the coveted title a/Wisconsin Fairest of the Fair.

1962

Location: West Allis • Date: Aug.l0-19
Attendance: 783,258 • Admission: 75¢

Construction work on Interstate 94 along the north end of
the Park began, resulted in a loss of parking space. The
Exposition Department ruled not to renew the concessions
contract with Hall Enterprises; instead, the Fair purchased
the concessions equipment and began operating the stands.
The Fair's brochure stated, "The urge is strong to stay long."
A NASA space exhibit was held in the Wisconsin at Work
Building (North Exhibit Hall). The Grandstand featured 15
shows of "Star Time," a variety show with Nelson Eddy,

~

In July I 966, because the DNR had built a new aquarium within its exhibit building
and the 1910 aquarium's tanks were leaking, this 56-year old building was razed.
43

The official mascot of the University ofWzsconsin-Madison, Bucky Badger,
makes an appearance in the daily parade outside the Coliseum.
45

tfhe Wisconsin State fJ"air
its northern boundary along the railroad. National Guard troops
were housed on the grounds for two weeks due to civil disorders
in Milwaukee, delaying the Fair's set-up, but the Fair opened on
schedule. A preview night was held for the first time on August
10. Visitors paid a gate admission but parking and the first
Fairest of the Fairs competition ticket were free. Grandstand
shows included Jack Benny, Art Linkletter, three auto races and
the first "Governor's Own Pageant of Bugles and Drums."
Wausau Homes built a model home and held a "Win A Home"
contest. The J. C. Penney Company presented "Rainbow Lane;'
a mixed-media show of fashion, music and psychedelic effects
in a tent on the mall. Four new commemorative days were
added to the Fair: Commerce and Industry Day, Senior Citizen's
Day, Armed Forces Day and Badger Beef Day.

The main entrance on Greenfield Avenue
has changed visibly since 1972.

~

~~6~

3.969

Location: West Allis • Date: Aug. 9- 18
Attendance: 1,032,740 • Admission: $1.50

Location: West Allis • Date: Aug. 8-17
Attendance: 1,022,793 • Admission: $1.50

A tornado-like storm passed through the fairgrounds on
the afternoon of Monday, August 11, and collapsed the
Commerce Tent, Revue Stage Tent and Mall Tent. Minor
injuries were sustained by 155 fairgoers. The free Grandstand
shows continued with performances by Liberace, Diana Ross
and the Supremes, Johnny Cash and Bob Barker. The Kids
From Wisconsin performed for the first time and Governor
Warren Knowles proclaimed them the "official ambassadors
of goodwill for Wisconsin." Camp Ammon moved from the
grove area (near Greenfield Ave.) to the Olympic Rink site.
Horse-pulling contests were held for the first time.

The Mile Racetrack was repaved and, in July, A. J. Foyt
won the first USAC Stock Car Race to be held at the Park.
Foyt averaged 95.890 MPH for the 200-mile, inaugural
event. Until1978 attendance figures included the number of
parked autos due to a separate ticket issued for the parking
fee. The first year of free Grandstand entertainment featured
Johnny Carson, Doc Severinsen, the American Folk Ballet,
Mike Douglas, Don Adams, James Darren, the Statler
Brothers, the Cowsills and three USAC races.
~

~

The first troupe of the popular Kids from Wisconsin was formed in 1969.

47

tffie Wisconsin State Pair
many years, opening day featured a parade into the
fairgrounds. Free Grandstand shows included Count
Basie, Jim Nabors, Loggins and Messina and three auto
races were held. A special "3-to-3" promotion admitted a
carload of people for $3 until 3 p.m.; the record number of
fairgoers in a single car was 19 in a station wagon.
Following the Fair, construction resumed with the building
of two livestock pavilions and improvements to exhibit
buildings. The Pro/Am Snowmobile Championship Races
were held on the track in February.

1975

This was the first 11-day Fair. Construction continued
including remodeling of the Grandstand, street
improvements, and the addition of 25 permanent exhibitor
booths around the International Amphitheater. Private
construction included the Miller Pavilion, Schlitz Park,
Pabst Garden and other permanent food stands. The
Grandstand ran on an all-pay basis with ticket prices

~

4974

Location: West Allis • Date: Aug. 7-17
Attendance: 907,176 • Admission: $2

Location: West Allis • Date: Aug. 9-18
Attendance: 813,433 • Admission: $2

New construction costing $1.75 million included a
1,000-seat International Amphitheater, the addition of a
modem Milking Parlor to the Dairy Bam, two cattle barns
and landscaping. Three exhibit buildings, Food Products,
General Exhibits & Industry and the Manufacturing and
Marketing, were connected with a lobby to form a
140,000-square foot complex. The buildings were renamed
East, South and North Exhibit Halls. The Home Building
was renamed the Youth Expo. Other new features included
Children's World, Mexican Village and a veterinary surgery
exhibit. The Grandstand had three paid shows (others were
free) and included Tony Orlando & Dawn, Herb Albert and
John Davidson. The Schlitz 40-horse hitch was on display
and participated in the daily parade. The Junior Fair and
Open Class Entry Departments were combined into one
Entry Department.

During the 1970s new construction was at an all time high.
Fairgoers took advantage of the well-known beer pavilions
and permanent food stands featuring local vendors.

between $1 and $3; shows included Three Dog Night, the
Spinners, Bobby Vinton, Tanya Tucker and the Osmonds.
The first Amateur Vintner's Contest was held. This was the
first and only year of the Heidelberg Castle, a large tent serving
German food with circus entertainment. The Coliseum,
built in 1905, was used for the final time on the last day
of the Fair. It was razed in September and on December 1
construction of the new Coliseum began. Josie the Cow,
very much alive, appeared for the first time with a large plastic
tube in her side to allow fairgoers a view of her digestion.

~

~

f976

Location: West Allis • Date: Aug. 12-22
Attendance: 926,611 • Admission: $2

New construction included 20 additional booths around
the International Amphitheater, improvements to gates and
fences, landscaping and completion of a new Coliseum, which
received a design award. The Milwaukee Journal Building,
built in 1948, was razed and replaced with a modem Journal

The fairgrounds was able to expose the rural
farmer to an urban setting. Through the years the
fairgrounds provided something for everyone.
49

':ffie Wisconsin State Pair
Location: West Allis • Date: July 31-Aug. 10
Attendance: 840,716 • Admission: $2.50

1981

Attendance increased despite six days of rain and the
opening ceremony celebrated the 125th Fair. The Activity
Dome was built and it was the first year of the Haunted Lavin
Manor. A Consumer Product Preference Survey allowed
fairgoers to rate various Wisconsin-made food products.
Grandstand tickets were priced at $5 and $6 for performances
by Smokey Robinson, the Beach Boys, Bob Hope and Alice
Cooper. An advertising campaign featured agriculturerelated puns that received national attention and awards during
the 1980s and into the 1990s. They were used in a variety of
ways from flyers to highly visible billboard campaigns
throughout Wisconsin and northern Illinois. The Fair's staff
invited the public to send in their best puns and responses
were received from hundreds of school children and adults.
Some teachers sent in packages of their student's ideas
including colored sketches for suggested billboards. Some of
those puns included: Star Boars; The Duck Stops Here;
Cheese and Quackers; Hare's Looking at Ewe Kid; Have a
Dairy Nice Day; Times of Endairyment; Land of Milk and
Honey; Cow and Bunny; Eat, Drink and be Dairy; It Ain't No
Bull; Oinkle Sam Wants You; Udderly Fun, Whinny Ya
Comin? We're Not Just Horsing Around; and Come See us
at the Wisconsin State Fair!

Location: West Allis • Date: Aug. 6-16
Attendance: 878,271 • Admission: $3

A new Swine Bam was built at a cost of$920,000. Other
improvements included work on Grandstand Avenue and two
new DNR buildings. Attendance was affected slightly by four
days of rain. The opening ceremony officially opened the new
Swine Barn and introduced a new pig mascot, Willy B. Bacon,
who joined Violet the Cow in promoting the Fair. Grandstand
entertainment featured Kool & the Gang, Air Supply, Kansas,
Barbara Mandrell and truck and tractor pulls. The Walt Disney
World Champion Percheron Team and a Calliope appeared as
special attractions. The total year-round attendance at Park
events approached the two million mark. Although auto racing
continued at other times during the year it was discontinued
during the Fair. Tom Sneva won the September 200-mile Indy
Car Race.
~

1982

Location: West Allis • Date: Aug. 5-15
Attendance: 881,350 • Admission: $3

August 1, the weekend before the fair began, Tom Sneva
won the 200-mile Indy Car Race. Sneva won again in 1982
and 1984 to give him the most consecutive wins by an Indy
Car driver on The Mile Racetrack. Including Sneva's 1981
win, his record of 4-out-of-5 race victories on the mile oval
has never been matched. Through the years three other race

~

CHECKOUT
THE
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WISCONSIN STATE FAIR
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One of the most popular advertising campaigns foatured agriculture-related puns that
received national attention and won numerous awards during the 1980s ands 1990s.
51

1he Wisconsin State Pair
make the fairgrounds accessible to everyone. The Grandstand
featured Julio Iglesias, Frank Zappa and Billy Idol. The
Governor's Sweepstakes Cheese and Butter Auction was held
for the first time with proceeds going for dairy research.
Fairgoers enjoyed the World's Largest Baked Alaska on Food
Day. In September, the first semi-truck, 100-mile race was held
on The Mile Racetrack and won by Shawana Robinson with the
average speed of75.128 MPH.

1986

Location: West Allis • Date: July 31-Aug. 10
Attendance: 915,642 • Admission: $3.50

Opening D ay C eremonies marked the 1 OOth
Anniver sary of the State Fair in Milwaukee County.
The 1 18,415 fairgoers v isiting the Fair on that first
Saturday set an all-time , single day attendance
record. Two other single day records were also set.
A n ew Chi ldren 's S tage was developed and the
r acin g pigs, c ompetin g for cookies, made their first
debut.
Grandstand performances included the
World Wrestling Federation match and the Monkees
reunion tour. T he Fair's television ads spoofing late
ni ght TV recor d o ffers , " Whole L otta Bacon Goin'
O n," won national and international awards. The
State Senate confirmed the Governor 's five new
Board appointee s.

~

~

Children couldn't wait to ride the thrilling rides in the Midway.

1985

Location: West Allis • Date: Aug.1-11
Attendance: 889,271 • Admission: $3.50

A frre on June 6 destroyed the Mexican Village, Haunted

Lavin Manor and the Double K Ranch North food stand. It was
decided not to rebuild the Haunted Levin Manor and the site was
used for a Laser Light Theater. The Double K Ranch North was
rebuilt and a new Central Park stage and concession stand were
constructed. A warehouse located on the north boundary of the
Park was purchased for the Grounds and Food Service
Departments. During the Opening Ceremonies, Fair officials
thanked area fire and police departments for their assistance with
the Mexican Village frre. A temporary outdoor ice rink was built
for shows by figure skaters and the Milwaukee Admirals
hockey team. The Fair featured first events including "Milk a
Cow" for 25¢, a cookout contest, Click a Chick Photo contest
and a "fun run" which was added to the State Fair Stampede.
Grandstand performances included Willie Nelson, Tom Jones
and Neil Young. The Legislature proposed to increase the Park's
Board of Directors from three to five members, all appointed by
the governor.
The Giant Slide was moved to its present location in the
mid-1960s after several major renovations at the Park.

~
53

cfhe Wisconsin State Pair
was (in 1992) the only one of its kind in the United States.
Carl Haas Racing, Ltd. signed on as the new auto race
promoter and it was announced that The Mile Racetrack
was officially renamed The Milwaukee Mile. In June,
Michael Andretti won the 200-Mile Indy Car Race. It was
his second consecutive win and his fourth victory overall
on The Milwaukee Mile, matching his famous father,
Mario Andretti's four wins on the oval. During the Fair's
Opening Ceremony a time capsule was filled with many
items including a U. S. Congressional Record
commemorating the Centennial celebration, a Moses
Malone Milwaukee Bucks Jersey and a letter "to the citizens
of2092." Sunday, August 8 saw an attendance of 119,794
and set the second highest single-day record for that day.
Grandstand entertainment included Huey Lewis & The
News, Bill Cosby, Billy Ray Cyrus, The Statler Brothers,
The Beach Boys, Alabama with Hal Ketchum, Dan
Fogelberg with Eliza Gilkyson, Garth Brooks with
Martina McBride, World Championship Wrestling and
Big Three Promotions, Inc. Professional Boxing. A
reproduction of the original 1892 Fair poster used to
promote the first Fair at the West Allis site was a popular
sales item as was the 1992 booklet, "A Brief History Of
The Wisconsin State Fair." A visitors' study reported that
$23 million was spent by fairgoers on the grounds and
another $9.72 million in the community. Food and
beverages ranked first as fairgoers' favorite thing,
followed by animals and the Fair "atmosphere."

Location: West Allis • Date: Aug. 2-12
Attendance: 938,658 • Admission: $4
Governor Thompson and area politicians saluted
former board member Robert Huber at the Opening
Ceremony. "Year of the County Fair" was the major theme.
The Fair set an all-time attendance record without breaking
any single-day record.
The Wisconsin Holstein
Association marked its 1OOth anniversary. The Park
became a separate state agency, no longer under the
jurisdiction of the Department of Agriculture, Trade and
Consumer Protection. The State Fair Board increased to
seven members: five citizens appointed by the governor
and one representative each from the Departments of
Agriculture and Development.
~

1991

Location: West Allis • Date: Aug. 1-11
Attendance: 915,217 • Admission: $5

The Opening Ceremony highlighted recycling activities
at the Fair and environmental concerns prompted
expansion of the shuttle bus service to the Park. Almost
3,000 fairgoers took advantage of the inexpensive and
convenient Fair Flyer transit service from six Park and
Ride Lots in the Milwaukee area. The Fair's Weekend
Shuttle Bus from the nearby Park and Ride Lot at
Watertown Plank Road carried more than 5,200 riders and
Wisconsin Coach Lines carried almost another 3,000. This
was the first year an Entertainment Coupon Book provided
fairgoers discounts on refreshments, merchandise, shows
and rides. An all-day rain helped set the lowest one-day
attendance record of 40,247, but the second Friday set a
new single-day attendance record of 86,853. More than
$268,000 in premiums and prizes were awarded to the
17,600 entries. The Dairy Bakery sold almost 250,000
cream puffs in 11 days, averaging a sales rate of 28 cream
puffs per minute.

~

CENTENNIAL
CELEBRATION

Il~ia
I

~

1992

~~

1992

Location: West Allis • Date: Aug. 6-16
Attendance: 928,040 • Admission: $5

The Wisconsin State Fair Park hosted a Centennial
Celebration, commemorating 100 years at its current location.
The Agriculture Products Building was remodeled and the
demolition of the Olympic Ice Rink in February made
way for the enclosed Pettit National Ice Center that was
completed before year's end. The Olympic training facility

WISC ON S IN
STATE FAI R
PARK

The State Fair Park logo is given special
treatment for the 1992 Centennial Celebration.

55

A Fair is not a Fair without a ride on the ferris wheel! Fairgoers have been thrilled on the ferris wheel since it was built in the 1920's.
57

'T'he Wisconsin State Pair
at the Park. In January, the Pettit National Ice Center celebrated
its two-year anniversary and held the World Sprint Speedskating
Championships. From November 1993 through February 1995
as the training site for Olympic speedskaters, including gold
medalists Dan Jansen and Bonnie Blair, the facility generated at
least $4.4 million for the local economy.

NASCAR's Busch Grand National Series stock cars raced
on The Milwaukee Mile.
Using puns since the 1980s, Fair advertisements continued
to add fun and interest to the state's oldest annual event.
Approximately one out of four fairgoers stopped to eat a cream
puff at the newly remodeled, state-of-the-art Dairy Bakery. The
bakers used 10,000 gallons of whipping cream, 10,000 pounds
of whole eggs, 1,252 gallons of 2% milk and 500 pounds of
butter. The four-day Clydesdale competition was the largest in
the nation. Governor Tommy G. Thompson himself helped urge
the total sales at the annual Governor's Sweepstakes Cheese and
Butter Auction. Fourteen lots of cheese and three lots of butter
sold for $12,367.90. Fairgoers gained the reputation of being
bargain hunters: the Budwiser Pavilion redeemed over 15,000
coupons found in the daily schedule of events for food,
beverage or merchandise. "Car Load Days," which admitted
everyone that fit safely inside a car for $15, was very popular.
The 11-day run ended with the fourth-highest total attendance.

~

Location: West Allis • Date: Aug. 1-11
Attendance: 922,267 • Admission: $6
Mark Azzolina, who founded the Kids From Wisconsin
singing and dancing group in 1969, died ofkidney failure on
New Year's Day in Boca Raton, Florida. Azzolina served as
the producer of the group for the last 26 years at both the Fair
and during tours. In May, Michael Andretti won the
200-mile Indy Car race averaging 128.282 MPH. It was
Andretti 's fifth win on The Milwaukee Mile, placing him
second to Roger Ward's total of seven victories. In July,

~

So many things to see and so much to do - the SkyGlider provides a birds-eye view of the fairgrounds.
59

tfhe Wisconsin State Pair
Location: West Allis • Date: Aug. 6-16
Attendance: 881,313 • Admission: $6
In May, Patrick Carpentier set a new Mile record of
20.028 seconds for an average of 185.500 MPH. In July,
Dale Earhardt Jr. won the NASCAR Bush Series, Grand
National250-Mile Stock Car Race averaging 97.890 MPH.
In June, 32,000 "bikers" filled the grandstand to enjoy
Harley-Davidson's 95th anniversary bash. Heavy rains and
flash floods on opening day held the attendance down
slightly through the weekend. A 130-foot high platform
gave visitors the opportunity to experience the extreme
sport of bungee jumping. After studying 100 jumpers at the
Fair, the Medical College of Wisconsin agreed that plunging
130 feet with an elastic cord tied to the ankles had fewer
"health risks" than parachuting or diving. Kemp's Great
Moo-Off had ten 13 and 14-year old contestants bellowing
their best bovine impersonations. For the 8th consecutive
year crowds cheered on the racing pigs to victory for a prize of
a cookie. A newly formed, strategic development committee
began the task of considering ways to increase usage of the
fairgrounds. Plans were made to bring Milwaukee's
Winterfest to the fairgrounds. A total of $93,000 in improvements were added to The Milwaukee Mile pit area and press box.

Colorful striped tents fill the Park during the 11-day Fair.

~

A lice in Dairy/and and the Fairest of the Fair join former Wisconsin Governor Tommy G. Thompson
at the record-setting Governors Blue Ribbon Auction.
61

1fie Wisconsin State 'Fair
shattered the all-time record attendance, with 156,244 fairgoers
passing through the gates, breaking the 1992 single day
record of 119,794. Cream puff sales also set a record as
376,550 of the Fair's most popular item were sold, exceeding
1999's record by more than 46,000. 2,139 cream puffs were
sold per hour, three dozen a minute! The Governor's Blue
Ribbon Auction Grand Champion Barrow sold for a record
$21,000 surpassing the 1998 record of $14,500 and the
Reserve Grand Champion Steer set a new record at $29,000.
September's World Beef Expo was a tremendous success
with livestock entries that represented 16 beef breeds from
around the world. Harvest Fair was also a phenomenal success
and increased crowds enjoyed the Bier Garten tent that
featured over 50 different micro brews. In November, the
57th Annual Holiday Folk Fair International drew large
crowds. Future changes on the fairgrounds will include a
new, 200,000-square-foot exhibit hall, a marketplace, the
demolition and rebuilding of the Grandstand. On
December 13, Executive Director Richard Bjorklund armounced
he would leave his position January 1, 2001. Robert
Brandherm left his position as Secretary of the State Building
Commission to accept the offer as interim director.

Exhibitors take great pride in showing
their animals in hopes for the Blue Ribbon.

~

The sun sets on the New Main Gate Entryway as the evening crowd enjoys a few more hours ofFair fun!
63

State Fair Park

Youth Foundation
A very sincere thanks to the
Board of the Wisconsin State
Fair Park Youth Foundation
for helping to underwrite this
monumental history project.
Without their generous donation,
we could not have created the
history book that will provide

~~~~---~------~~--~-~

thousands of Fairgoers the opportunity to reflect back to fond memories and for
families to share Wisconsin State Fair history with one another for years to come.
A portion of the proceeds from the 150th History Book will be given back to the
Youth Foundation to help them continue their very important mission to enhance
youth programs in the State of Wisconsin.

~

-State 'Fair Park Youth 'Foundation

'Mission Statement
To seek and develop public and private partnerships for the positive development
of community youth, furthering programs that value and engage youth as partners
in solving problems critical to their lives, families and society.
© 2001 Wisconsin State Fair Park