LA County Fair Unveils the Creative Force
Behind the Fun: The Fairdevil
The tongue-in-cheek behind-the-scenes fun ambassador kick-offs the 2016 LA County Fair with a bang and a challenge
POMONA, Calif. (August 3, 2016) — Do you dare to Fair? Consider it an invitation as well as a personal challenge from the LA County Fair to fun-seekers across Southern California and beyond.
And the person behind the challenge? He was unveiled to the public today on the LA County Fair web and social pages. Finally, Angelenos can meet the man, the myth and the creative force behind generations of Fair fun.
The Fair’s first new Ambassador of Fun since Thummer the Pig in 1948, the LA County Fair “Fairdevil” will star in TV, print, outdoor and online advertising before making his first public appearance on LA County Fair Opening Day, Sept. 2. As the story goes, this long-time fixture of the Fair is now officially responsible for ensuring that every Fair guest enjoys their most epic fair experience ever. He will work to guarantee that all elements of the 94th LA County Fair – from the rides, attractions
and farm animals to the foods, concerts and other entertainment – are up to snuff.
The Fairdevil’s challenge to Fairgoers has become the basis for this year’s LA County Fair marketing theme: rather than simply attend the 94th annual celebration Sept. 2-25, at Fairplex in Pomona, the public is encouraged to “Dare to Fair” to get the absolute most out of the Fair’s adventurepacked 487 acres.
A look at the Fairdevil’s “official” bio reveals him to be an enigma wrapped in bacon dipped in deep-fried fun. A master of physics, farm animals, funnel cakes and physicality, the Fairdevil has received offer letters from Cirque Du Soleil and a lifetime achievement award from the American Bacon Board.
“We had fun creating the Fairdevil story as a testimony to the hundreds of real men and women who work every year to make the LA County Fair a reality,” said Michelle DeMott, the Fair’s VP of branding. “Everyone who’s been to the Fair knows the Fairdevil’s work, even if they don’t know him. He’s our unsung hero. Much of what the world loves about the LA County Fair – the sheer size, foods, rides, animals, signature attractions and world-class entertainers – is due to decades of tireless work by the Fairdevil.”
The Fairdevil will represent the Fair in this year’s TV commercials and other advertising, on the web and social pages, at community events before and during the Fair, and lead the daily Fair parade on certain days. Organizers are putting the finishing touches on a series of web videos to introduce the long-time fabricator of fun to fans of the Fair.
About the LA County Fair – Sept. 2-25, 2016, at Fairplex in Pomona
The 94th anniversary of America’s largest county fair in fun and acreage includes all-new Jurassic Planet, featuring 35 animatronic dinosaurs; a reimagined “Our Bodies” exhibit; the ultimate hand-on sports experience; a summer ice-skating, snow-sledding village; walk-through floral paintings; the 16-night End of Summer Concert Series; and a carnival midway, farm and exotic animals (including a giraffe!), exclusive food, shopping and entertainment. Closed Mondays (except Labor Day) and Tuesdays.
Visit www.LaCountyFair.com for admission, hours and more information, or call (909) 623-3111.
Renee Hernandez, Fairplex
Bob Ochsner, Amusement Park