This American Life: Episode 839 - "Meet Me at the Fair"

In Episode 839 of This American Life, titled "Meet Me at the Fair," host Ira Glass takes listeners on an immersive journey through the 2024 Iowa State Fair. This episode delves into the myriad experiences of over a million fairgoers, showcasing personal stories, business ventures, competitive endeavors, and the vibrant culture that defines one of America’s most cherished state fairs.

1. Introduction to the Iowa State Fair

The Iowa State Fair, held annually in Des Moines, attracts more than three million visitors, with over a million attending the fairgrounds. The fair is a melting pot of attractions—from animal exhibits and live performances to food stands and competitive events. Each attendee arrives with personal quests, seeking entertainment, knowledge, or simply a taste of tradition.

2. Personal Quests: Declan and Killian’s Hunt for Teddy Bear

Among the million attendees are Declan (7) and Killian (9), two brothers eager to see the fair’s star attraction, a massive bull named Teddy Bear.

• Their Mission: The boys are determined to witness Teddy Bear up close, embodying the quintessential fairgoer's excitement for animal exhibits.

  Declan (00:43): "Why are you excited to see the bull? It's one of my favorite animals. How come they can see red and red's my favorite color?"

• Fact Check: Declan humorously corrects Killian on the bull’s color perception.

  Narrator (01:40): "Bulls can't actually see red."

• Interaction at the Bull’s Pen: Despite signs warning not to touch Teddy Bear, the brothers express their fascination.

  Declan (02:07): "What do you think? That's cool. I thought it would be smaller."

This segment highlights the simple joys and curiosity of children navigating the vastness of the fairgrounds.

3. Competitive Spirit: Adam Ross and Cowboy Mounted Shooting

Adam Ross, ranked sixth globally in Cowboy Mounted Shooting, brings competitive energy to the fair. This equestrian sport involves riders on horseback navigating courses while shooting targets with dual Colt pistols.

• Adam’s Dedication:

  Adam Ross (03:01): "Some of these runs we're going to be doing today are going to be nine seconds. That's less than a second per shot with a gun change. It's a lot happening all at once."

• His Mission: Despite his world ranking, Adam has yet to clinch first place at his home state's fair, driving his relentless preparation.

  Adam Ross (03:22): "When everybody else puts their horses away in the winter, me and my wife take our horses to the barn and we ride all winter long."

Adam’s story embodies the competitive spirit and dedication that thrive within the fair’s diverse activities.

4. Faith Amidst Festivities: The Replica of Iowa’s First Church

In a stark contrast to the lively carnival atmosphere, a replica of Iowa’s first church offers a serene space for reflection and prayer.

• Services Amidst Noise: The replica church hosts bi-daily services, allowing fairgoers to find solace and spirituality amidst the chaos.

This section underscores the fair's ability to cater to varied human needs, blending tradition with modern festivities.

5. Thrilling Adventures: The Giant Slide Experience

High above the fairgrounds, a colossal metal slide offers adrenaline-pumping thrills. For first-timers like Jillian, 11, this attraction is a rite of passage.

• Nervous Excitement:

  Declan (04:44): "So we're gonna go on the slide. And I'm very terrified right now."

• The Ride: Jillian and her sister bravely push off, experiencing the exhilaration of flying down the massive slide.

This narrative captures the essence of fair attractions that cater to both young and old seeking unique adventures.

6. Promoting Heritage: Marty Golden and the USS Iowa Battleship

Within the fair, the Buried Industries building serves as a hub for diverse exhibits, including a booth promoting the USS Iowa battleship—a World War II-era ship now a floating museum in Los Angeles.

• Marty’s Mission:

  Adam Ross (05:40): "We want to make the citizens of Iowa more aware of the battleship Iowa and let them know that anybody that's a resident of the state of Iowa gets on board the Iowa battleship for free."

• Challenges: Marty, a retired Navy serviceman and marine biologist, faces the logistical hurdle of promoting a ship far from Iowa’s landlocked terrain.

  Adam Ross (06:44): "They flew you out here? Oh, you flew yourself out here."

Marty’s efforts highlight the intersection of state pride and historical preservation within the fair’s expansive offerings.

7. Behind the Scenes: Bailey Levitt’s Exploration of Fair Games and Agents

Bailey Levitt, from a family of carnies, provides an insider’s perspective on the operational intricacies of fair games. Accompanied by Ira Glass, Bailey navigates the midway, uncovering the nuanced roles of game operators and "agents."

• Carnival Lingo: Bailey introduces unique terms like "joints" (games), "grabs" (food stands), and "flash" (prizes).

  Bailey Levitt (10:35): "She calls all the games joints."

• The Concept of Agents: Agents are top-performing game operators who excel at enticing players to spend more.

  Bailey Levitt (14:34): "An agent is someone who can do what we call putting a mark to sleep, where they're going to be able to kind of put you in this state where all you want to do is continue playing their game."

• Case Study - Jeremy Bouvier:

  • Salesmanship: Jeremy, an agent selling garden hose nozzles, exemplifies the art of persuasive salesmanship.

    Adam Ross (19:20): "I'm looking at how long you've been waiting?"

  • Success Metrics: Jeremy’s approach leads to impressive sales figures, illustrating the effectiveness of skilled agents.

    Bailey Levitt (22:31): "He's putting marks to sleep."

This segment delves into the fair’s economic engine, spotlighting the blend of charm and strategy that drives vendor success.

8. Business Dynamics: Matt Rebar’s Cheese Curd Stand vs. Jamie and Jennifer’s Biscuit Bar

The episode contrasts the streamlined efficiency of veteran vendor Matt Rebar with the challenges faced by newcomers Jamie and Jennifer Adkins at their Biscuit Bar.

• Matt’s Success:

  • Operational Efficiency:

    Matt Rebar (52:40): "We have one item, one item that costs one amount. We know they're in line for cheese curds, right? We can see what change is needed and prepare accordingly."

  • Layout and Workflow: Matt's custom-built stands and standardized processes ensure smooth operations.

• Biscuit Bar’s Struggles:

  • Complex Menu: Offering 11 food items and 16 beverage choices complicates order processing and increases wait times.

    Adam Ross (53:05): "It's volume quality, but volume."

  • Operational Mishaps: Issues like malfunctioning espresso machines, lack of labeling, and inconsistent order tracking hampered efficiency.

    Adam Ross (46:26): "That's why Biscuit Bar couldn't catch any luck."

  • Financial Realities: Despite a robust first day, Jamie and Jennifer faced significant financial shortfalls, highlighting the unpredictable nature of fair entrepreneurship.

    Narrator (57:41): "They were left with about $70,000 profit. $70,000 good money, but all of it would go towards paying back their original investment."

This comparison illustrates the thin line between success and struggle in the fair’s competitive marketplace.

9. The Emotional Rollercoaster: 4H Rabbit Competition

Dana Chivas documents the highs and lows of young participants in the 4H rabbit competition, shedding light on the emotional investment and lessons learned.

• Meet Molly and Her Rabbit Onyx:

  Declan (30:16): "Hi, my name is Molly Fox. I'm 12 years old and I'm from Hamilton County. This is Onyx. He is a junior buck Lionhead and his color is black."

  • Achievement: Molly earns a commendable score, reflecting her dedication and knowledge.

    Declan (31:34): "Overall, he is a very excellent rabbit."

• Jillian’s Struggles with Chacho and Martini:

  • Disappointment: Jillian faces rejection when her rabbits don’t meet breed standards, leading to emotional distress.

    Declan (34:00): "He should have a lot more hair. His hair didn't grow out as well."

  • Resilience: Through setbacks, Jillian and her sister Jenna learn valuable lessons about perseverance and intrinsic value beyond competition results.

    Declan (37:04): "That you did something phenomenal genetically. It's not about the show."

This segment captures the personal growth and emotional journeys intertwined with fair competitions.

10. Culinary Ventures: Jamie and Jennifer’s Biscuit Bar

The narrative returns to Jamie and Jennifer’s ambitious venture into the fair’s food scene. Their journey underscores the complexities of food service at large events.

• Initial Optimism:

  Adam Ross (42:14): "It's really what I'm hoping for."

• Operational Challenges:

  • Equipment Failures: Malfunctions in the espresso machine and insufficient supplies disrupt workflow.

    Jeff Ross (48:40): "They're painting their fucking dick."

  • Inventory Issues: Miscommunication and logistical errors lead to shortages and increased wait times.

    Declan (50:08): "We need another like three piggies."

• Financial Outcome:

  • Profit vs. Investment: Despite selling 877 nozzles in one segment, Jamie and Jennifer’s Biscuit Bar only achieved $70,000 in profit against a $300,000 investment, highlighting the financial risks inherent in such ventures.

    Declan (57:47): "It's a lot of work, but it's worth it."

The Biscuit Bar’s experience serves as a case study in the high-stakes environment of fair entrepreneurship, emphasizing the balance between passion and practicality.

11. Conclusion: Reflections on Fair Culture and Business

"Meet Me at the Fair" encapsulates the multifaceted nature of the Iowa State Fair, blending personal narratives with business insights. The episode portrays the fair as a microcosm of American culture—where traditions are upheld, new ventures are launched, and personal dreams intersect with collective experiences.

• Economic Engine: The fair operates as a hub of small businesses, each vying for success through efficiency, charisma, or innovative offerings.

• Human Stories: From children’s innocent quests to vendors’ strategic maneuvers, the fairgrounds teem with stories of ambition, resilience, and community.

• Lessons Learned: Participants, whether children or entrepreneurs, navigate successes and setbacks, mirroring broader life lessons about growth, determination, and adaptation.

Notable Quotes

• Declan on his mission:

  Declan (03:22): "I know that I'm the fastest one here. I have the horse that's the most proven here this year."

• Adam Ross on his competitiveness:

  Adam Ross (03:29): "When everybody else puts their horses away in the winter, me and my wife take our horses to the barn and we ride all winter long."

• Bailey Levitt on carnival terminology:

  Bailey Levitt (10:35): "She calls all the games joints."

• Jeremy Bouvier on his sales approach:

  Adam Ross (21:35): "I'm putting marks to sleep."

Final Thoughts

Episode 839 of This American Life masterfully weaves together diverse narratives, offering listeners a comprehensive glimpse into the Iowa State Fair’s vibrant ecosystem. Through engaging storytelling and insightful commentary, the episode underscores the fair's role as a cornerstone of community, tradition, and entrepreneurial spirit in America.