it was noted that the fair was "largely dependent upon public patronage for its success" (Hamilton, 1912, p. 204); today's fairs still rely on public attendance. To remain competitive, fair managers must seek ways to differentiate the fair from other segments of the events and attractions industry. Moreover, management is increasingly challenged to make informed marketing and planning decisions that ensure the fair experience meets the needs of its clientele. The scarcity of research analyzing US fairs was identified almost two decades ago (Mihalik & Ferguson, 1994), yet little published research has examined this segment of the events and attractions industry in the interim (Marsden, 2010).The viability of agricultural fairs as educational and outreach opportunities for American agriculture, as well as American traditions and social events, may depend on the ability of fair managers to adapt to trends that are driven by changing tastes and preferences in the US events and attractions industry. Using data collected in a nationwide survey of fair managers, this article (1) creates a snapshot of US fairs that can be used to assist stakeholders with identifying fair challenges and opportunities, (2) explores how fair managers define success, and (3) identifies current and future trends influencing the sector, as perceived by fair managers. The fairs represented in the survey are diverse in both scale and scope. Youth involvement and agricultural events remain prevalent in many of the fairs, despite an increased interest in non-agricultural-related entertainment attractions.