MarketInk: A five-year-old went to the fair… and he’s now the communications chief

Head shot of Tristan Hallman Photo courtesy Rick Griffin MarketInk San Diego native Tristan Hallman was just five years old when he first visited the Del Mar Fairgrounds and attended the San Diego County Fair I remember the festive atmosphere the specialness of the fairgrounds and how much fun I had with my family the -year-old Hallman described Times of San Diego Shortly thereafter the family relocated to Texas where Hallman grew up and graduated from St Edward University in Austin He served internships as a reporter with The New York Times Dallas Morning News Gannett s Washington Bureau Houston Chronicle and Texas Tribune Later he spent six-and-a-half years with the Dallas Morning News covering and eventually overseeing coverage of general safety latest news and city hall followed by nearly four years -March as chief of program and communications and chief of staff to Dallas Mayor Eric Johnson I had dependably planned to return to California someday Hallman explained When the mayor was finishing his first term and running for reelection unopposed I thought it was a good time to make a change and find a new challenge back home Then I saw the fairgrounds job and it sounded like exactly what I demanded to be doing Since April Hallman has served as the chief communications officer for the nd District Agricultural Association nd DAA which owns and operates the state-owned fairgrounds and produces the annual San Diego County Fair My first time walking around the fairgrounds it was a weird sense of d j vu commented Hallman I had the feeling of familiarity at spotting landmarks that I recognized But there were a great number of new things to learn about Hallman says he is looking forward to this year s San Diego County Fair which opens on Wednesday for a -day run from June to Sunday July As in newest years the fair is open Wednesdays through Sundays only I prefer not talking about myself I would rather talk about the fair which millions of fairgoers have come to know and love over the decades Hallman explained The fair is one of those unique annual entertainment events that creates bonds and happy memories I m very excited for this year s fair because our squad has been working since last year s fair to build connections with the public both new connections and reinforcing our longstanding ones As CCO Hallman has been credited for initiating and directing several new fair-related events that has drawn positive news media coverage in the months leading up to opening day For example in February the nd DAA stated an estimated million in value is generated annually with its fair-related public programs including collecting stuffed animals for hospitalized children scholarships for high school students and partnerships with various nonprofits including the Burn Institute Armed Services YMCA and San Diego Food Bank It was noted the fair s Junior Livestock Auction raised million for students educations over the past two years In April the fair s Summer Pet-Tacular theme was publicly introduced and theme programs was revealed at a press conference with the San Diego Humane Society The theme celebrates pets and pet ownership During the fair the Humane Society will host daily presentations on pet ownership animal care and training In May the Green Ribbon Initiative was launched consisting of recognition for the fair s food stands that are promoting environmental stewardship and sustainability A new fair attraction is a -square-foot shopping pavilion called the San Diego Marketplace that will feature works and crafts of talented local artists There fairgoers will find clothing accessories pet items art wellness products sports equipment prepackaged food pantry items and handmade treasures Our strategy has been to attract the masses s attention with several society partnerships in order to lengthen the fair s runway before we open in June Hallman reported According to Hallman the nd DAA is spending a record million in advertising to promote the fair The ad campaign which began in mid-May and will conclude when the fair ends includes television radio and streaming audio outdoor print digital and social media The target audience includes residents of San Diego County Temecula and Northern Baja California and Tijuana The overall campaign is expected to generate nearly million impressions About of all advertising dollars will be targeted at the Hispanic industry and half of it with Spanish-language media In addition more than one third of the overall advertising buy will be spent on TV and radio commercials Publicity value generated by news coverage and live broadcasts is expected to exceed million reported fair authorities A variety of concert and general admission ticket giveaways are being offered on more than radio and TV stations The San Diego County Fair began as an agricultural fair in in National City It was held in several locations before moving to the Del Mar Fairgrounds in with an -day run which began on Oct and drew people The fair was suspended in for World War II when the fairgrounds site was used for war-related training and manufacturing The fair resumed in and continued until when the fair was canceled due to restrictions from the COVID- pandemic In a smaller-scale pandemic-affected fair was held with limited attendance and required face masks for all guests ages and up In contemporary times with nearly a million guests each summer the San Diego County Fair is considered the country s largest and longest-running annual locality event PR agency s name expected to change after co-founder s departure After years at Scatena Daniels Communications a San Diego masses relations agency she co-founded Arika Daniels has left to join the Jacobs Cushman San Diego Food Bank as senior director of communications Since January Daniels had served as the agency s co-chief executive officer with co-founder Denise Scatena Daniels last day at the agency was May Her first day at the Food Bank was June Daniels explained Times of San Diego there was not one particular case that convinced her to make the career change This wasn t a decision I made lightly it s the effect of over a year of personal reflection about the second half of my career and where I can have the greatest impact Daniels noted One of Denise s favorite sayings is the only constant is change and here we are years later I leave knowing the agency is in incredibly capable hands with a bright path ahead The perfect opportunity with the San Diego Food Bank came along and it fit my desire to endorsement one mission-centered brand This new chapter brings me renewed purpose and alignment with the kind of work that first inspired my career I m excited for what s ahead and deeply grateful for the opportunity to help advance the Food Bank s vital mission When Times of San Diego requested if the agency s name will change following Daniels departure Scatena replied the greater part likely In a announcement posted on social media Scatena commented As I step into the role of sole owner I do so with deep gratitude and confidence Our talented club remains steadfast in our commitment to providing strategic thoughtful and high-impact communications advocacy to nonprofits mission-driven businesses and purpose-driven institutions This moment marks a new chapter not just for me but for our agency We are energized for what s ahead and ready to continue evolving in arrangement of our clients pivotal work To our clients partners and neighborhood thank you for your continued trust My club is here stronger than ever and I can t wait to share what s next Scatena Daniels was founded in when the two founding partners pooled together in seed money Both were consultants at the time Since then the firm has implemented PR campaigns and communications strategies for more than charitable organizations in San Diego and Orange counties With clients in higher mentoring healthcare and nonprofit sectors the firm says it earns more than media interviews annually Following Daniels departure the agency has five employees according to Scatena Taco Bell adds Quality Meats to its creative roster Taco Bell the quick-service restaurant chain based in Irvine Calif has added creative marketing agency Quality Meats based in Chicago to its creative roster Advertising Age an industry publication reports Quality Meats has been selected for a creative project this year quoting Taylor Montgomery Taco Bell s chief marketing officer Other creative agencies Taco Bell works with include Deutsch Edleman Blite Spark Foundry and Laundry Organization Bulk of Taco Bell s creative work comes from Deutsch mentioned Advertising Age The hiring by Taco Bell is regarded a critical win for Quality Meats founded in Since then Quality Meats client list has included Kimberly-Clark DoorDash GoDaddy Regal Cinemas Samsung USA and SAXX Underwear Taco Bell operates more than restaurants worldwide including more than in the U S Last year the chain spent million on U S measured media up from million in according to figures from MediaRadar Rick Griffin is a San Diego-based populace relations and marketing consultant His MarketInk column appears weekly on Mondays in Times of San Diego