Regional Oral Ÿ Is Tory Off Ice University of California the Bancroft Library Berkeley, California
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Regional Oral ÿ is tory Off ice University of California The Bancroft Library Berkeley, California Louis Strong Merrill A LIFETIME AT THE FAIR: CALIFORNIA LOCAL, DISTRICT, AND STATE FAIRS, 1920-1972 With an Introduction by Ann Merrill Barkley and James Kilby Merrill An Interview Conducted by Gabrielle Morris in 1985 Sponsored by the California Polytechnic State University Foundation Copyright @ 1987 by The Regents of the University of California All uses of this manuscript are covered by a legal agreement between the University of California and the estate of Louis Strong Merrill dated May 2, 1986. The manuscript is thereby made available for research purposes. All literary rights in the manuscript, including the right to publish, are reserved to The Bancroft Library of the University of California, Berkeley. No part of the manuscript may be quoted for publication without the written permission of the Director of The Bancroft Library of the University of California, Berkeley. Requests for permission to quote for publication should be addressed to the Regional Oral History Office, 486 Library, and should include identification of the specific passages to be quoted, anticipated use of the passages, and identification of the user. It is recommended that this oral history be cited as follows : Louis Strong Merrill, "A Lifetime at the Fair: California Local, District, and State Fairs, 1920- 1972," an oral history conducted in 1985 by Gabrielle Morris, Regional Oral History Office, The Bancroft Library, University of California, Berkeley, 1987. 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BB ANTELOCE VALLEY FAIR k RODEO - COW PALACE ALFALFA FESTIVAL OIIy Clly 14111469~6000 Lancasler 18051948.6060 4S MATLO COUMTy 70 SAM BERMARDIMO COUNTY FLORAL FIESTA FAIR Sari Male0 14151574-3247 Voclolrllle 1619)245.5308 46 ALAMEDA counrv FAIR Plemsanlon 14151846.2881 71 SanMATIOMAL Bmrnmralno ORANOE 17141885.0201 snow CLARA "lR 71 LOS AMOELES COUNW FAlR Sari JOB. 14081295-3050 Pomon. 17141623.31 11 ancAT WESTERN JUNIOR LIVESTOCK DAIRY snow Pomona 12131942.1066 73 ORAWOE COUNTY FAlR Costa Mesa ,7141751-FAIR 74 FARMERS FAlR OF RIVERSIDE COUNTY Hemel 17141658.2185 75 RIVERSIDE COUMTY'S NATIOMAL DATE FESTIVAL Indl0 16191342.1247 76 SOUTHERW CALIFORMIA EXPOsITIOn 00' Uar 1619)755.175! 77 CALfFORlllA MID-WINTER FAlR Impersal 16191355-1181 78 COLORADO RIVER COUNTRY Blvlne 16191922.9183 --- c-- - CALIFORNIA FAIRS ----- TABLE OF CONTENTS -- Louis Strong Merrill INTRODUCTION by Ann Merrill Barkley and James Kilby Merrill INTERVIEW HISTORY iii BRIEF BIOGRAPHY I FAMILY BACKGROUND From England to Massachusetts Building and Ranching in California, 1853-1899 Coalinga, 1900-1918: Livery Horses, Oil Fields, Grain I1 GROWING UP IN THE CENTRAL VALLEY Hard Life on the Ranch Mules and Horses: Raising, Racing and Riding Learning to Cook and Read at Stone Corral Kingsburg High School, 1922-1926 I11 UNIVERSITY OF CALIFORNIA AND EARLY CAREER, 1926-1933 Student Business Experience Studies and Fun Keeping the Hotel Claremont Solvent Father's Death, Return to the Ranch IV FRESNO FAIR, 1934-1941 Revived by the Junior Farm Bureau Young Man's Opportunity Reorganization as District Fair Association; Building Program Political Concerns V CALIFORNIA FAIRS IN THE 1920s AND 1930s Early Spectaculars World's Fairs, Railroad Fairs, and the Depression Benefits of Climate and Transportation Carnival Inf luence Exhibitions and Spectaculars During the Depression Agricultural Benefits, Prizes and Premiums VI WORLD WAR I1 INTERRUPTS VII REVIVING WESTERN FAIRS ASSOCIATION Getting Started Fair Needs in 1945 Mentors and Colleagues University Friends and Contacts VIII POSTWAR STRATEGIES Developing a Master Plan Working the Territory Public Relations Finances and the Fair Board of Directors Jack Afflerbaugh and the Los Angeles County Fair IX PUBLIC RELATIONS IN THE FIFTIES Symbols and Philosophy Surveys and Advertising; Earl Warren in Wartime Billboards X FINANCES, THE FAIR DEALER AND POLITICS The Pari-mutuel Dollar Race Track Monies Alfred Elliott and The Fair Dealer XI FAIRS AND HORSERACING Legislative Endorsements Racetrack Management Doc Strub and Charity Legislation A Prize Partnership XI1 EXHIBITS AND DISPLAYS Selling Exhibits Flower Shows and Landscaping Commercial Exhibitors Fairground Design XI11 HOME ARTS AND LIVESTOCK Judging Home Products and Hogs Premiums and Abnormalities Slogans and Displays Television and Attendance Exhibit Design Juries and Judging XIV THE COLLEGE OF FAIRS Organizing the Program Educational Programs Carnival Standards 1947: First College of Fairs The Junior College and Junior Livestock Auctions XV JUDGING CONFERENCES; 4-H AND FUTURE FARMERS OF AMERICA Training Judges Standardization of Judging 4-H Clubs and Future Farmers of America Western Fairs' Advisory Committee XVI SERVICE MEMBERS, COOPERATIVE PURCHASING, SALARIES AND CONSULTANTS 158 Service Members 159 Food Concessions 162 Salaries 164 Psychological Consultants' Recommendations 165 XVII PLUSSES AND MINUSSES IN AN ERA OF GROWTH State Fair in 1948 New Crop of Fair Managers, Directors and State Controls Problems in Planning XVIII CARNIVALS Importance of Carnivals in the 1980s Need for Improvements in 1945 1959 Meeting Leads to Better Practices Some Dubious Goings-on at Milk and Needlework Exhibits Bidding Procedures and Audits Decline of Commercial Exhibitors Standard Contracts; Judges' Manual; State Agencies' Views Upgraded Attractions in the 1970s Contemporary Carnival Issues Thoughts on the Olympics, World's Fairs and Disneyland Public Amenities Women Carnival Directors Carnival Charities, Bribes and Perks XIX CONCESSIONS Concessions in the 1940s Health Standards and Food in the 1950s Local Flavor Advertising, Transportation and Sales Regulations Enforcing Sales Standards Across the Board Signage Controls Consumer Studies and Research XX WESTERN FAIRS AND THE LEGISLATURE Fair and Exposition Committees Bad Press in the Fifties Regulating Fairground Use and Admissions Fund Allocation and Other Bills Lobbying Now and Then XXI ON FAIR DIRECTORS, WOMEN MANAGERS, LABOR REPRESENTATIVES AND LEGISLATORS Fair Directors Women Managers Labor Representation More Thoughts on Fair Directors Farm Bureau, Grange, and Other Supporters Wooing the Legislators XXLL THE FORMATION OF THE JOINT COMMITTEE AND THE FAIR CLASSIFICATION BILL, AB12, 1959 Problems Evolve 1954: Designing the Fair Classification Bill Opposition to the Bill Rallying Support Appointing the Joint Committee Putting the Bill to Work XXIII FAIRS AND STATE POLITICS IN THE 1960s The Carr-Muchmore Report Western airs' Rebuttal Californians for.Fairs Criticism