Farm Bureau Center to Open in 2009
Virginia Farm Bureau has big plans for The Meadow, the Caroline County site that eventually will become home to the State Fair of Virginia. Over the first 20 years at the new site, you’ll need only look around to see Farm Bureau’s influence.
Farm Bureau has entered into an agreement with the State Fair of Virginia for a 20-year sponsorship of The Meadow’s exhibition hall—the preeminent building on the property.
With the move 25 miles north from its current location in eastern Henrico County, the site is now within a 60-mile radius of 2.3 million residents, which is 600,000 more than the previous location. Perhaps the most valuable part of the 20-year agreement is the ability for Farm Bureau to reach those Virginians directly through annual special events at the exhibition hall, which will be called Farm Bureau Center.
Included in the sponsorship are two annual weekend events and four annual single weekday events.
"We're looking for an opportunity to tell the Farm Bureau story to more Virginians,” said Matt Smith, director of marketing for Farm Bureau Insurance. “Our events will highlight Virginia agriculture as well as our products and services."
Curry Roberts, president of the State Fair of Virginia, noted that the fair “has had a long-standing relationship with the Farm Bureau. Our core mission and our passion statement—‘We cultivate Virginia’—is a natural fit with Virginia Farm Bureau. They’re set to become quite a partner in the future.
“One bit of trivia,” he added, “is that our president in 1906 was Henry Stuart, who went on to become governor of Virginia. After that he became the first president of the Virginia Farm Bureau, so the two organizations have been destined and linked since the beginning.”
Farm Bureau Center will be a 75,000-square-foot facility dedicated to commercial exhibits, consumer and trade shows and assemblies. Farm Bureau’s influence on the structure will appear everywhere—from entrance-way signage to directional signage throughout The Meadow to signage in various locations in and around the building.
"We're thrilled to be a major partner of the State Fair of Virginia,” Smith said. “But we're also excited to have the exposure and advertising opportunities provided by the other estimated 100-plus days of events that will be held inside Farm Bureau Center each year."
The hall’s lobby area will feature permanent Virginia Farm Bureau wall displays, and Farm Bureau will have exhibit space not only during the fair, but also during the Richmond Highland Games & Celtic Festival and the Strawberry Hill Races. Both will be relocated to The Meadow.
The traditional state fair attraction “Young McDonald’s Farm" will continue to be presented by Farm Bureau. The State Fair of Virginia Event Ambassador Program will be sponsored by Farm Bureau, and all event ambassadors—who serve as greeters—will wear uniforms featuring the Farm Bureau logo. All event hand-wash stations will feature the logo and safety messages. Farm Bureau Center employees will have the Farm Bureau logo embroidered on their uniforms, and the logo will also be present on event tickets.
Roberts pointed out that sponsorships have been sold for the property’s horse stall barns and horticulture and crop pavilion as well—but through the terms of its contract with the fair, Farm Bureau will be the only insurance sponsor on the premises.
The first fair will be held at The Meadow in 2009. Go to our Facebook Fan page to view photos of the building progress.