Profits of Change: VP Fair Revises Name to Broaden Appeal Riverfront Extravaganza Will Be Known as `Fair St. Louis'

By Jo Mannies Of the Post-Dispatch Melanie Robinson of the Post-Dispatch contributed information . | St Louis Post-Dispatch (MO), September 24, 1994 | Go to article overview

Profits of Change: VP Fair Revises Name to Broaden Appeal Riverfront Extravaganza Will Be Known as `Fair St. Louis'


Jo Mannies Of the Post-Dispatch Melanie Robinson of the Post-Dispatch contributed information ., St Louis Post-Dispatch (MO)


The VP Fair is no more.

Not by that name, anyway.

But organizers say the fair, like the rose, will smell as sweet under its new title - Fair St. Louis.

"The name `Fair St. Louis' is expected to be more marketable to all parts of the country," said Craig Kaminer, a spokesman for the VP Fair Foundation, which has put on the VP Fair for the last 14 years.

"The vision is to create for St. Louis what the Mardi Gras is for New Orleans."

In addition, he said, "having the new name will send a positive message to those who have not supported the fair in the past . . . who have felt that the fair was not developed with them in mind."

Kaminer said that the name change was prompted, in part, by the success of this summer's Olympic Festival. "The Olympic Festival opened up a lot of doors for marketing with national sponsors. Some of the sponsors who also attended the fair contacted the fair organizers saying, `What is this thing?' "

To those not from St. Louis, the term "VP" is confusing, he said. "We had people ask if it meant something for vice presidents. People didn't know what `VP' is, and it had nothing to do with what's going on" at the fair.

And in the minds of some area residents, he said, "VP" evoked images of the Veiled Prophet Ball and other related events that center around those of wealth and prominence. "This fair is put on by the people of St. …

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