As new technologies continue to evolve, organizing State Fair events has become an increasingly dynamic process that relies heavily on innovation, requiring data-driven strategies to optimize attendee experiences. Considerable research has been conducted to explore the social and psychological factors that influence attendance and satisfaction at events (e.g., Fernandes & Krolikowska, 2022). However, the role of key events (e.g., grandstand shows, live music, amusement park rides, attractions, booths and showcases, and livestock shows) in shaping attendees’ attitudes toward the event warrants more scholarly attention. Moreover, as emerging technologies have been increasingly introduced to fair attendees in recent years, the specific role of event information software (e.g., websites and mobile apps) in enhancing user experiences remains relatively understudied.

Based on the Experience Value Promise (EVP) (Berridge, 2012) and the Technology Acceptance Model (TAM) (Davis, 1989), this proposed research aims to assess attendees’ experiences at the 2024 Minnesota State Fair as a case study. The primary objective is to identify which elements of the fair were successful and which areas need improvement for the 2025 fair. The following hypotheses guide this inquiry: H1: Key events at the Minnesota State Fair will have a positive impact on attendees’ attitudes toward the fair. H2: The perceived ease of use and perceived usefulness of event information software will positively impact attendees’ attitudes toward the fair.

To test these hypotheses, an online survey will be administered via Qualtrics software and promoted through social media or email blasts in early 2025. Participation will be voluntary, and participants must be at least 18 years old, having either attended the Minnesota State Fair in 2024 or expressed an interest in attending in 2025. The survey will focus on questions related to attendees’ EVPs, with a particular emphasis on the key events examined in this research.