18 SOURCE | Summer 2021
GROWMARK System Women Outdoor Show Managers Get It Done
Neither rain nor heat nor muddy parking lots stop these GROWMARK and FS women from delivering wow-worthy FS experiences at outdoor farm shows .
Krista Wolf , Brand Strategy & Marketing Communication Manager kwolf @ growmark . com
The FS exhibit at the 2021 Illinois Farm Progress Show covers more than ½ acre and features engaging exhibits that promote a variety of FS products and services .
It ’ s 6 a . m . on the opening day of the 2021 Illinois Farm Progress Show and Bev Long , Marketing Communication Manager , is supervising the crew of temporary workers to open sidewall curtains on the 116 ’ X 100 ’ tent housing the FS exhibit . Niki VanDuzer , Marketing Communication Manager , assists the IT crew to ensure the sound system and all electronics boot up . Mindy Miller , Marketing Communication Associate , is preparing for the 7 a . m . arrival of 25 FS company staff who are that day ’ s morning shift of exhibit staffers . By 8 a . m ., guests start to arrive , and when the show closes at 5 p . m ., thousands of people will have visited the FS exhibit , and tens of thousands will have seen the FS logo proudly displayed on flags and signs throughout the grounds .
These early morning tasks on show days are welcomed as they represent the culmination of months of work to design and construct exhibits , plan activities , and to source specialized vendors and behind-the-scenes support staff . During the three-day show , this team will focus on a single mission to promote FS companies ’ role as producers ’ local and trusted advisor .
Bev , Niki , and Mindy are members of GROWMARK ’ s Corporate Communication division , and are responsible for all aspects of the FS exhibit at the Illinois and Iowa Farm Progress Show , including pre-show communications with the 125 FS company employees from 11 FS companies who will staff the FS exhibit during the three days of the Illinois show .
During the 10 days of pre-show set-up , 12-hour days are common , and because the venue is outdoors , unique challenges include dealing with rain , mud , early morning cold and afternoon heat . During the three days of the show , Bev , Niki and Mindy will be on-site from 6 a . m . until 7 p . m . and won ’ t leave until they have discarded garbage , recycled cardboard and ensured everything is ready for the next day . On the final day , after the show closes , instead of retreating to their hotel for a well-deserved rest , they will work until dark alongside a support crew of FS and GROWMARK retirees , vendors and Manpower staff to tear down exhibits and prepare to load the trailers that will be dropped on the lot early the next morning .
Depending on forklift availability , by 5 p . m ., trailers are loaded and being driven off the show grounds and Bev , Niki and Mindy are finally on their way home after being on-site for two weeks .
Their post-show activities include returning multiple 55 ” monitors , laptops , and tablets , and dozens of large storage containers of fabric display-skins to climate-controlled storage units , and a journey to the Alpha Distribution Center to ensure inbound materials stored there are appropriately identified to be re-inventoried . This is also when surveys are launched to all FS employees who staffed the show to solicit their feedback about the event , and final payments are processed . By January , planning for the August 2022 show will be underway .
Outdoor shows require unique expertise , and the willingness to pitch in to do tasks that range from ensuring Wi-Fi connections are strong , to moving the heavy boxes containing the thousands of FS shopping bags that will be given out during the show .