The Secret to Winning Over That One Grumpy, “We’ve Always Done It This Way” Board Member

The fair was struggling. Attendance had dipped, vendors were losing interest, and even the county was starting to question its funding. That’s why Jenny joined the board. Like many who step up, she cared deeply. She grew up showing livestock through 4-H, and she knew what the fair meant to her town. Her background in marketing gave her hope she could bring in fresh ideas and help turn things around.

That hope took a hit at her very first board meeting.

She barely got a few sentences into a proposal about shifting some ad dollars to social media before Bob, a longtime board member, shut it down.

“We don’t need that.”

Bob had been on the board for 34 years. His heart was in the right place. He’d helped guide the fair through its glory days. But those days were behind them—and his opinion still carried weight.

Jenny blinked. “But this could help us reach new families. We need that.”

“Been doing this long enough to know what works,” Bob said. “Radio, TV, and flyers in the feed store. That’s all the marketing we need. Social media is just a fad.”

Sound familiar?

Jenny’s story plays out in fair board meetings across the country. The fairs most in need of change often face the most resistance. But it doesn’t have to be that way.

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A 5-Step Strategy for Creating Buy-In (Even From Bob)

Modernizing your fair isn’t just about adopting new tools. It’s about building bridges—with your community, and with fellow board members who may not yet see the need for change.

If you’ve ever faced a “Bob,” this guide will help you move the conversation forward—respectfully and effectively.

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Step 1: Start With What You Agree On

Quick Tip: Never start with your idea. Start with your shared purpose.

Fair board members care deeply. This isn’t just a hobby—it’s a mission. Fairs are more than events; they’re vital threads in the fabric of rural and agricultural communities. They pass down tradition, bring generations together, and provide local kids a stage to shine.

So before proposing change, start by reaffirming that shared love for the fair.

Ask questions like:

• Do we all want to keep the fair alive for future generations?
  
• Are we trying to bring in more families and young people?
  
• Do we agree that it should be easier—not harder—to run the fair?
  
• Is it important to make things better for our volunteers, vendors, and fairgoers?
  
• Should the fair reflect our community spirit, welcoming everyone?

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If you’re getting nods, you’re making progress.

If not, try this facilitation exercise:
Hand out sticky notes and ask, “In 5 words or less, what’s the most important challenge we need to solve for our fair?” Post them up. You’ll quickly see themes emerge—and alignment will start to take shape.

    Don’t skip this step. Leading with your idea before aligning on the challenge is the fastest way to lose the room.

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Step 2: Ask the Big Question—Is What We’re Doing Working?

Tradition matters—but not if it keeps you stuck. Once you’ve agreed on your shared goals, take an honest look at whether your current approach is helping you achieve them.

Ask questions like:

• How are we measuring the impact of our marketing?
  
• Do we know what’s actually driving attendance—or are we guessing?
  
• Are gate operations smooth or stressful?
  
• Are long lines hurting the experience for attendees?
  
• Are volunteers overwhelmed? Are vendors satisfied?
  
• Have we kept up with how people want to buy tickets or get info?
  
  

You’re not presenting a solution. You’re prompting reflection.

When someone gives an answer that doesn’t quite add up, it will show without you needing to argue. This step helps everyone see the gap between where you are and where you want to be.

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Step 3: Get to the Real Concern

Often, resistance isn’t about the idea itself—it’s about fear.

Fear of the unknown. Fear of messing things up. Fear of complaints. Fear of change.

Instead of pushing forward, lean in with curiosity. Listen harder.

Let’s say a board member raises a concern like,

“What about our older attendees? They won’t want to deal with digital tickets.”

That might sound like a tech concern. But often, the real worry is,

“I’m worried we’ll get complaints, and I don’t want to deal with the fallout.”

When you ask thoughtful questions and listen carefully, you’ll often discover it’s not the idea that’s the problem—it’s the uncertainty around it.

By asking, listening, and digging into the real “why” behind the pushback, you make others feel heard—not steamrolled. That builds trust.

And here’s the truth: change isn’t about convincing people to jump onboard overnight. It’s about creating space for conversation. That space only opens when people feel safe expressing their concerns.

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Step 4: Reassure Them—This Isn’t a Criticism of the Past

Sometimes the strongest resistance comes not from fear of change—but from fear that change erases the past.

Board members like Bob have poured years—sometimes decades—into the fair. If a new idea feels like a criticism of how things were done before, they’ll resist.

You can disarm that quickly by reframing:

“We wouldn’t be in a position to try new things if you hadn’t built what we have today.”

This is about strengthening tradition, not replacing it. Social media is today’s version of radio or TV—it’s just where people are paying attention now.

New ideas don’t threaten the past. They help protect it for the future.

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Step 5: Bring Proof—Real Stories, Real Results

Once you’ve built trust, show what’s possible.

No buzzwords. No jargon. Just real results from real fairs.

• “Another fair like ours saw huge success when they tried this.”
  
• “Ten fairgoers told me they wished they could buy tickets online.”
  
• “We had volunteers quit last year because the gate was too stressful.”
  
  

Even better? Bring in someone who’s done it. A board member from another fair. A technology provider like Fairs.com. Real people with real outcomes.

Hearing it from a peer builds confidence and credibility.

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Step 6: Make a Simple Ask

Now that you’ve done the work—aligned on goals, asked hard questions, uncovered concerns, and shown results—it’s time to make your ask.

Keep it small and connected to your shared goals.

“We all want to make the fair easier for volunteers and more fun for guests. What if we tested digital ticketing for just one smaller event this year and saw how it goes?”

That’s it.

A small win builds momentum. When people see success, they get curious. Curious turns into open. Open turns into action.

Progress doesn’t have to be painful. It just needs to be practical.

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The Bottom Line

Bob may not have changed his mind in one meeting. But he listened. And more importantly, he felt heard.

Jenny didn’t try to win with a PowerPoint or a hard sell. She won with empathy, shared goals, and a willingness to walk slowly.

You can too.

Every fair has its Bobs. But every fair also has its Jennys—people who care deeply, want to preserve tradition, and know that small steps toward progress matter.

Fairs aren’t meant to stay frozen in time. They’re meant to grow with the people they serve.

Let’s help them do just that.

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Want to Learn More?

Fairs.com helps modernize fairs across the country with digital ticketing, marketing support, and tools designed just for fair operations.

If you're ready to explore how your fair can take the next step—with zero pressure and a whole lot of support—we’re here to help.

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