State Fair - Reimagined

A 21st-Century Vision for the State Fair of Texas

June 25, 2016

STATE FAIR - REIMAGINED

A 21ST-CENTURY VISION FOR THE STATE FAIR OF TEXAS

TABLE OF CONTENTS
Overview ........................................................................................................................................... 3
Models for the State Fair of Texas .................................................................................................. 4
Theme Park Best Practices ............................................................................................................ 5
Design and Layout ........................................................................................................................... 7
Customer Comfort Lessons from the Casino Industry.................................................................. 8
Immediate Projects......................................................................................................................... 8
Reducing the Footprint ................................................................................................................... 9
Daily Park Space, State Fair Space, and Flex Space ....................................................................10
Standards and Metrics ...................................................................................................................11
Other Information Needed from the State Fair ...............................................................................12
A Note on Parking ...........................................................................................................................13
Conclusion ......................................................................................................................................13
Appendix A: Maps and Images ......................................................................................................14
Map 1: Existing State Fair of Texas - Pay Area and Circulation Patterns ......................................15
Map 2: Proposed State Fair - Everyday Park and Flexible Usage Zones ......................................16
Map 3: Proposed State Fair - Pay Area and Circulation Patterns .................................................17
Map 4: Proposed State Fair - Active and Passive Use Areas ........................................................18
Map 5: Proposed State Fair - Improvement Plan ..........................................................................19
Map 6: Key Map for Renderings ................................................................................................... 20
Image 1: Proposed Texas Square Concept ................................................................................. 21
Image 2: Proposed Promenade, Auto Expo, and Midway Concept ................................................22
Appendix B: Relocated SFOT Attractions .................................................................................... 23
Appendix C: Bibliography ............................................................................................................ 26
Appendix D: Team Bios ................................................................................................................. 28

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A 21ST-CENTURY VISION FOR THE STATE FAIR OF TEXAS

OVERVIEW
Now is a crucial time for the State Fair of Texas and Fair Park.
While Dallas citizens and civic leaders are considering and debating the future of Fair Park as a twenty-firstcentury amenity, the State Fair of Texas plays a key role in what happens in the park. If the Fair can improve
both its design and its guests experience, it will influence future development that mutually benefits its
organization, its neighbors, and the City of Dallas as a whole.
The objective of this report is to show how the State Fair can increase its revenue by better prioritizing user
experience and placemaking in its design. This, in turn, will help fund improvements in Fair Park itself and
lessen the burden for taxpayers to subsidize the Park. By adopting best practices of the theme park industry,
user experience strategies, and placemaking, the State Fair of Texas can serve as a catalyst of change within
Fair Park, the surrounding neighborhoods, and the City of Dallas.
As a conceptual design, this report offers solutions to the recent Baylor University economic impact study of
the State Fair (Kelly & Hickok, 2016) and addresses the lack of public space, neighborhood connectivity, and
year-round amenities in Fair Park, as documented in the recent UTA study (Amini et. al., 2016). The State Fair
can improve itself while still supporting the identity and functionality of Fair Park as a separate year-round
asset for the neighborhood and city.
In the spirit of initiating a productive conversation about the design of the State Fair of Texas, this report asks a
fundamental question: How can the design and layout of the State Fair be improved?
The first section will analyze best practices, strategies, and standards of event spaces and theme parks from
around the country. The second section delves into the design and layout of the event. The third section
examines theme park industry standards and metrics and applies them to the State Fair. Appendix A features
maps and illustrations of immediate improvements that can enhance the feel and performance of the State Fair.
Appendix B shows what current State Fair attractions will be affected by the designs proposed in this report.
Appendix C details the sources and references used in this document. Appendix D features biographical
information of the authors of this report.
The root cause of the debate concerning Fair Parks future in the City of Dallas is the extent of its utilization
either as event space or as park space. Fair Parks relationship with the State Fair of Texas is at the heart of this
discussion. This reimagining of the State Fair makes the annual event more profitable and enjoyable in addition
to defining areas within Fair Park for public use throughout the year. According to this report, Fair Park can
excel at both of its functions, supporting the parks role as an everyday amenity for the citizens of Dallas and as
the perfect venue for the State Fair of Texas.

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MODELS FOR THE STATE FAIR OF TEXAS

The State Fair of Texas is an example of an immersive world, which offers visitors an encompassing
experience designed to encourage them to stay for an extended period (Lukas, 2012). Many types of immersive
worlds can offer partial models for the State Fair. These include theme parks, casinos, county fairs, expositions,
cruise ships, and resorts.
While there are differences between the Fair and a theme park, high-quality theme parks should be the primary
model for guiding the State Fair of Texas policies. Such places are proven models of success for attractionsbased entertainment centers, which is why the State Fair should emulate them. Consider the following:

Size - At 277 acres (including parking lots, plus an additional 70 acres of satellite parking owned by
the State Fair), Fair Park is an expansive space that is difficult to navigate. The organizational systems
and design theory pioneered by theme parks provide a proven model for approaching this issue.
Location - While many state fairs are in rural or suburban neighborhoods, the State Fair is located at
the heart of the nations ninth-largest city in a booming and innovative region. While the State Fair
should continue to showcase its agrarian, exposition, and entertainment traditions, additional
programming should reflect its location in the center of a sophisticated city.
Architecture and Design - Fair Park includes one of the best collections of Art Deco architecture in
the world, a top-notch lagoon, an esplanade, a well-known stadium and other placemaking amenities.
This provides a context for an awe-inspiring experience for visitors.
Texas Pride - The State Fair of Texas is one of the largest in the nation. However, its anachronistic
operating model is similar to what other state and county fairs have been practicing for decades,
missing opportunities to honor the achievements of either the City of Dallas or the State of Texas.
History - The State Fair of Texas (and Fair Park) has a unique history which sets it apart from most
other state fairs. For example, the Texas Centennial in 1936 brought millions of people, including
President Roosevelt, to open this celebrated Exposition. The designs in this report intend to replicate
the grandeur of the Centennial, which forever redefined Dallas as a can-do city capable of
extraordinary accomplishments.
Neighborhood Context The State Fair of Texas is located in a signature park and is surrounded
primarily by residential neighborhoods. The decisions made to accommodate that State Fair have a
large impact on the year-round functionality of the park and the surrounding area. Putting a more
engaging fair on a smaller footprint will free the rest of the park for all-year use, while creating
amenities that people can use outside the Fair season.

By emulating the proven practices of the most successful immersive worlds, the Texas State Fair will be able
to offer an exceptional experience for visitors. In addition, it can enhance and showcase the spirit of the City of
Dallas, as the Texas Centennial Exhibition did in 1936.

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THEME PARK BEST PRACTICES

This report looks to the Disney Corporation, which operates nine of the worlds eleventh most popular theme
parks, for standards and expectations (http://www.teaconnect.org).
Disneys theme park designs lay the foundation for entertaining, family-friendly experiences. This section
examines Disneys theme park foundation in the spirit of tailoring this plan to the specific needs and dynamics
of the State Fair of Texas.
A review of Disneys practices reveals several principles that are detailed in the following sections and
illustrated in the fourth section. The State Fair should emulate the following approaches:

Employ a compact layout

Focusing on a compact area encourages people to explore all areas of the State Fair, improving
internal circulation, and reduces guests exhaustion and confusion, thus keeping them in the
park longer.
Walt Disneys Magic Kingdom, the worlds most popular amusement park with over 20
million annual visitors, is 107 acres.
DisneyLand, second in popularity with over 18 million annual visitors, has only 85 acres.
The State Fair of Texas uses 160 acres for active visitor programming.

Create themed districts

Themed areas support easier navigation and break the park into manageable portions.
Themed areas also help tell the story of the park in order to create a memorable experience.
Visitors understand themed areas as unique experiences based on characteristics and
anticipated activities.

Consciously use every available space

Identify opportunities to redesign underutilized spaces for high-quality active or passive use.
Pay attention to details to make the most of guests visitation.

Use a small primary loop path, while offering limited secondary paths which allow for
exploration. See Appendix A-Map 1, Map 3:
SFOT current loop length (1.74 miles primary, secondary routes include 5 dead ends and
extensive back of the house routes).
Proposed loop length of this report (1.2 miles primary, secondary routes are interconnected and
avoid back of the house service routes).
Reexamine underutilized spaces as opportunities for passive spaces to improve visitor
experience.

Guide visitors to all parts of the fairgrounds

The State Fair of Texas vendor rate map shows that some sections of the Fair attract fewer
visitors and less commerce than others, with per-square-foot rental rates ranging from $5 to
$27.85. A review of this map reveals that the lowest-rental areas are in peripheral sections
outside of heavily-trafficked routes.
Better distribution of space and thoughtful land use will create more desirable areas for
vendors and commerce.

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Additional data from the State Fair may reveal similar under-performing sections in
potentially-profitable areas (e.g. parts of the Midway).
On-site, Fair-day surveys could yield traffic and usage patterns needed to optimize the layout.

Strategically place major attractions in places that encourage people to visit key locations.

Create passive spaces to offer respite and balance out the intensive active uses.

The Disney Corporation understands that guests comfort and entertainment creates an environment where the
customer feels at ease to spend more money. Adopting this strategy, the State Fair can radically improve
visitors experiences and generate more revenue, which will directly benefit Fair Park.

DESIGN AND LAYOUT

CUSTOMER COMFORT LESSONS FROM THE CASINO INDUSTRY
Las Vegas casino design had largely remained unchanged since the sixties until Roger Thomas design for the
Bellagio Hotel, which opened in 1998 and revolutionized the industry. Previously, casinos were designed with
low ceilings, no landings or formal entryways, slot machines within immediate grasp, and a maze-like structure
void of sunlight (Finley-Gough, 2014). Going against the grain with the Bellagio, Thomas created a
playground design that promoted comfort, open space and high ceilings, natural elements and lighting, and
clear wayfinding and pathways.
The year it opened, the Bellagio generated the largest profit of any single property in Las Vegas history
(Lehrer, 2012). While the traditional maze-like design of casinos was able to reel in the typical gambler,
Thomas casino design attracted tourists in droves, inducing them to gamble and come back for more. A person
spends more money when he or she feels safe and relaxed.

You cant treat your guests like rats in a maze.

-Roger Thomas, Bellagio Casino designer
According to academic studies, the Bellagio was successful in inducing restoration, or a cognitive state
where the effects of mental fatigue are offset, and there is respite from daily routines and distractions
(Trendacosta, 2015). In the playground design, study participants were more likely to stay longer, feel better,
and gamble more.
At present, the layout of the State Fair of Texas resembles older Las Vegas casinos with directionless
pathways, confusing choices, and exhausting environments. Theme park designers would designate the State
Fairs floor plan as an organic layout (Younger, 2016). This is typically the result of piecemeal development
of a fairground, or similar space, that lacks an overarching plan. In such places it is easy to feel lost, arrive at
dead ends, and repeatedly stumble upon back of the house areas intended for servicing and loading.

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IMMEDIATE PROJECTS
This report proposes development of collecting areas that promote restoration and open space where friends
and family can gather. The goal is to prevent what Walt Disney called museum feet, the soreness
experienced when walking in a curated area for a long time, and to induce people to stay longer and spend
more (Younger, 2016). Furthermore, these places of respite strengthen the corridors where they are located by
inviting guests to rest, make use of shade, and regenerate their energy in favor of more active sections of the
Fair.
This proposal calls for repurposing underutilized spaces for the benefit of State Fair guests. Listed below are
the sizes of the public spaces shown in Appendix A-Map 5:

Promenade: 2 acres
Passive Green Spaces: 7.2 acres
Hall of State Plaza: .4 acres
Texas Square Plaza: .9 acres
Cotton Bowl Plaza: 1.6 acres
Admiral Nimitz Plaza: .12 acres
1st and Pennsylvania Plaza: .6 acres
Total enhanced public spaces: 12.82 acres

This plan calls for over 10% of State Fair event space to be dedicated to guest restoration. These gathering
spaces offer excellent opportunities to employ placemaking strategies within Fair Park. In addition, the
restoration areas may remain beyond the seasonal State Fair time and become year-long features for general
enjoyment.
Developing new public places inside the admission area of the Fair will create opportunities to tap into Texas
identity and character, such as the plaza where Big Tex is currently located. For example, new designs can
subtly reference the States various regions (e.g. Admiral Nimitz Drive can be imagined as a Paseo and feature
Spanish-influenced architecture of South Texas). In addition, the Fair may use the spaces to showcase
innovative Texas-based business and technology. See Appendix A-Image 1 for a proposed plaza that honors
Texas as the highest producer of wind energy in the United States. Similarly, the Texas Discovery Gardens
may increase its presence by using its brand to develop the passive space between itself and the ferris wheel in
the Midway in order to create a high-quality resting area.

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REDUCING THE FOOTPRINT

Our plan for the State Fair of Texas aims to consolidate space and to create a circulation pattern that promotes
guest comfort and spending. To accomplish these goals, the State Fair must significantly reduce and better
utilize its pay area (an area bounded by a temporary fence structure erected during the State Fair set up and
broken down after the event). Appendix A-Map 3 shows a reduction of the total area of the State Fair that
hinges on taking the Esplanade, African American Museum, Perot Museum, and the Science Place outside the
fairground area.
During the Fair, temporary fences define the fairground borders within Fair Park and permanent perimeter
fences define the outside borders. Using temporary fencing, this plan reduces the entire footprint of the State
Fair by 50 acres, from 160 acres to 110 acres, not including parking lots. (See Appendix B for a list of relocated
attractions and their potential relocation.) This strategy will have four effects:
1.
2.
3.
4.

Move the Auto Show to the Chevy Park Plaza east of the Colosseum
Remove 50 acres of programming and floor space from the fairgrounds
Open up 50 acres of land and buildings to potential year-round tenants
Encourage public space usage when the fair is off-season

As currently designed, the Auto Show pulls people away from the Midway, perhaps the largest money-making
area in the State Fair. There are far fewer food and drink options around the Esplanade than any other area,
which deprives the State Fair of money making opportunities. Looping around the Esplanade adds over 2,000
feet to a visitors walking path during a visit to the Auto Show, not including meandering through the car
exhibits. Since the Auto Show is a major draw, it should be located near the areas where people spend the most
money.
In Appendix A-Image 2, the proposed design repositions the entire Auto and Truck Shows to the parking lot
adjacent to the Colosseum at the eastern end of the fairgrounds. For conceptual purposes, the temporary
structures illustrated are normal pavilion structures. Beyond a concept plan, these air-conditioned structures
should reflect the grandeur and magnificence of the other proposed public spaces because the Auto and Truck
Shows are important draws and revenue generators.
For placemaking and restoration purposes, the Fair Park Promenade separates the Midway from the Auto
Show, creating an open area for picnics and lounging framed by shaded walkways. The Promenade replaces the
Esplanade, which is now outside the fairground fencing, and it connects the Auto Show with the Cotton Bowl
and Admiral Nimitz Drive.
Reducing the floor plan by 50 or more acres will allow visitors to comfortably explore a more compact area.
Additionally, the reduction in area relieves the State Fair of maintaining and programming fifty acres of land.
In return, the State Fair can invest in higher-quality attractions and exhibitions in other, smaller areas.

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DAILY PARK SPACE, STATE FAIR SPACE, AND FLEX SPACE

There is a strong consensus in Dallas that Fair Park should be more of a year-round attraction, with greater
benefits to the City and neighborhood outside of the Fair. One major challenge to accomplishing this is that the
State Fair occupies most of the park for four months to support setup, takedown, and the Fair itself. A smaller
footprint, in addition to helping improve profitability, would serve as a win-win.
Our proposal divides the park into three types of spaces (See Appendix A-Map 2):

State Fair Space

These areas, inside the fairgrounds, would be dedicated to the State Fair for the entirety of setup and
takedown.
Fair Park Space
These areas, outside the fairgrounds, would be available for public use and programming throughout
the year. They may or may not be part of the overall State Fair experience, but the public would not
be charged to visit them.
Flex Space
While these areas are inside the fairgrounds, reasonable efforts would be made to make them as
accessible as possible outside the weeks of the State Fair. Some of the key assets in these flex spaces
(such as the Hall of State and Texas Discovery Gardens) are cultural facilities which are already open
to the public during the non-fair season, per existing agreements.

This proposed arrangement would open land outside the admission area to the surrounding neighborhoods. For
example, Exposition Park can be given use of the West Entrance adjacent to the Fair Park DART Station for
use as a neighborhood park; the lagoon area can become more of a daily asset for the MLK area to the south.
It should be noted that Texas Discovery Gardens may determine to stay outside the pay area. Our plan has left
a dotted line at their location at the southeast boundary of Maps 3-6, and we advocate leaving the decision to
that organization.

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STANDARDS AND METRICS

Baylor Universitys study demonstrated that the State Fairs attendance tracking contrasts with industrystandard calculations for assessing an events performance (Kelly & Hickok, 2016). Because the published
figures have been questioned, this study will list various calculations that the State Fair can use to better judge
its performance and its contribution to local economics.
Listed below are industry standard metrics among theme parks, using the limited data the State Fair of Texas
has released regarding its own financial performance. As noted later in this report, more precise and accurate
numbers may result from more detailed information from the Fair. Nonetheless, consider the following metrics
(Younger, 2016):

Per capita spending - total revenue/total number of attendees

o SFOT 2013 attendance (http://fairguideusa.com): $47,009,887/2,500,000 people = $18.80
revenue-per-person
Yield - average price of entry (http://www.bigtex.com)
o Season pass: $39.95, General Admission: $16, Dr. Pepper Tuesdays: $5, Dr. Pepper Half Price
after 5pm: $8.25, North Texas Food Bank Wednesday: $4, Coca-Cola Thursday: $6; yield =
$13.20 average price for entry
o There are various ways to discount entry, but these are the easiest options for families to use.
Secondary Spending - additional spending on food, merchandise, and attractions
o Per capita spending - yield = secondary spending
o $18.80/person - $13.20 entry = $5.60 average revenue per person
SFOT receives a minimum of 23.5% from gross sales of each food and drink
concessionaire (http://www.bigtex.com)
Purchase volume = per capita spending per area of the facility
o $18.80/160 acres = $0.12 per acre per person per day
Average Daily Attendance (http://www.carnivalwarehouse.com)
o 3,503,268 people/24 days = 145,970 average daily attendance in 2015

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Table 1: Performance Metrics (http://bigtex.com; Kelly & Hickok, 2016; Trefis Team, 2015)
2013 SFOT
Performance

Baylor Study 2013

SFOT Performance

Disneyland
Anaheim, California

Annual Attendance

2.5 million people

1.55 million people

18.8 million people

Avg. Daily Attendance

104,200 people

62,500 people

51,507 people

Per Capita Spending

$18.80

$14

$131

Yield

$13.20

$13.20

$98.25

Secondary Spending

$5.60

$0.80

$32.75

Area

160 Acres

160 Acres

85 Acres

Purchase Volume

$0.12 per acre per

person per day

$0.09 per acre per

person per day

$1.50 per acre per

person per day

OTHER INFORMATION NEEDED FROM THE STATE FAIR

This section is an analysis of initial findings estimated from a small amount of data obtained by media outlets
from the State Fair of Texas. In order to provide a more meaningful report, accurate and specific data is needed
to understand the actual state of the yearly event. The following data sets would enhance this analysis:

Attendance numbers and types of entry purchased

Time and day of highest to lowest attendance
Sophisticated demographic information
User experience feedback
Parking revenue and locations of highest use and profit
List of vendors
Vendors who make the most and least money
Secondary spending daily revenue
Attractions that draw the most and fewest people

Real information about the actual performance of the State Fair will qualify the recommendations and proposed
changes of this report. Vendor performance metrics will also justify redistribution of booths and attractions
throughout the floor plan that will enhance both user experience and profitability. In order to improve the State
Fair of Texas, attendees and their habits within the space must be studied objectively.

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Four Ways the State Fair Can Increase its Revenue

Attract more attendees
Increase per capita spending
Increase length of visitation
Increase frequency of visitation

A NOTE ON PARKING
This report, which is focused on immediate opportunities for the State Fair of Texas, does not address the
allocation/removal of parking spaces (the Automobile Show will utilize the Chevrolet Ride and Drive lot), and
will shift the center of the Fair toward the majority of parking spaces (both Fair Park and Fair owned). For
those reasons, the immediate impact on parking should be minimal.
A longer-term vision will require a comprehensive assessment of parking needs, current resources, and
opportunities and costs related to structured and underground parking and other strategies to manage
transportation demand for peak events. The Park First initiative vision contemplates a significant addition of
green space around the perimeter of Fair Park with alternative parking solutions.

CONCLUSION
The State Fair represents an environment that reflects some aspects of successful spaces. If the Fair will
embrace industry design and performance standards, the City of Dallas can offer a truly world class, signature
annual experience in Fair Park.
Contractually, the State Fair of Texas is responsible for reinvesting its net revenue for the development and
enhancement of Fair Park and the Fair, using a mutually agreed upon Long Range Plan as a reference and
guide. This report was created to influence the standards and concepts within the Long Range Plan in order to
create a better and more profitable State Fair of Texas.
The Fair is a cultural treasure for the entire state, using one of Dallas most exceptional assets as its venue. Like
most other state fairs, its model has not substantially changed in decades. The State Fair can move forward into
the twenty-first century and proudly represent the State of Texas and the City of Dallas.

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Appendix A:
Maps and Images

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Map 1: Existing State Fair of Texas - Pay Area and Circulation Patterns

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Map 2: Proposed State Fair - Everyday Park and Flexible Usage Zones

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Map 3: Proposed State Fair - Pay Area and Circulation Patterns

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Map 4: Proposed State Fair - Active and Passive Use Areas

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Map 5: Proposed State Fair - Improvement Plan

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Map 6: Key Map for Renderings

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Image 1: Proposed Texas Square Concept

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Image 2: Proposed Promenade, Auto Expo, and Midway Concept

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Appendix B:
Relocated SFOT Attractions

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Number

Location

Description

Potential Relocation

2 Science Place

Canstruction

Hall of State

3 Women's Museum Building

Mundo Latino - Guitarras de Mexico

Hall of State

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4 African-American Museum

-----

-----

7 DAR House

-----

-----

Texas Vietnam Veterans

9 Memorial

-----

-----

10 Perot Museum

-----

-----

11 Music Hall

-----

-----

14 Magnolia Beer Garden

Beer

Nimitz Drive

23 Big Tex Farmyard

Petting Zoo

East Plaza

31 Chevrolet Main Stage

Live Music

Band Shell

37 Marine Corps Square

Drum and Bugle Corps, Native American

Culture

Hall of State

38 Centennial Building

Auto Show

Chevy Park Plaza

39 Centennial Terrace

Auto Show

Chevy Park Plaza

40 Craft Pavilion

Knick-Knacks

Midway/Promenade

50 Esplanade

Mattress Firm Illumination Sensation & Zuzu

African Acrobats

Promenade

52 Band Shell

Wild West Pet Palooza

East Plaza

53 Truck Zone Stage

Chainsaw Wood Carving

Chevy Park Plaza

56 Kid's Boardwalk

Children's Activities, Buford Buzzard

MLK Blvd.

60 McDonald's Stage

Ronald McDonald Show

Magnolia Lounge

63 State Fair Auto Show

Cars

Chevy Park Plaza

64 State Fair Truck Zone

Trucks

Chevy Park Plaza

65 Chevy Ride & Drive

Test Drive Chevys

Chevy Park Plaza

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Appendix C:
Bibliography

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Online sources:
Lehrer, Jonah. (2012). Royal Flush: How Roger Thomas Redesigned Vegas. Retrieved June 2016, from:
http://www.newyorker.com/magazine/2012/03/26/royal-flush-2
Themed Entertainment Association (TEA)/AECOM 2015. Theme Index and Museum Index: The Global
Attractions Attendance Report Publisher: Retrieved June 2016, from
http://www.teaconnect.org/images/files/TEA_160_611852_160525.pdf
Trefis Team. (2015). What Will Drive Disneys U.S. Theme Parks Operations? Retrieved May 2016, from:
http://www.forbes.com/sites/greatspeculations/2015/02/25/what-will-drive-disneys-u-s-theme-parksoperations/#100999f47df6
Trendacosta, Katherine. (2014). How Casinos Use Design Psychology to Get You to Gamble More. Retrieved
May 2016, from: http://io9.gizmodo.com/how-casinos-use-design-psychology-to-get-you-to-gamble1667182023
University Studies
The Psychological and Behavioral Impacts of Casino Design
Finlay-Gough. University of Guelph
Available from: http://www.masscompulsivegambling.org/wp-content/uploads/2014/04/The-Psychological-andBehavioral-Impacts-of-Casino-Design.pdf
Reassessing the Economic Impact of Fair Park and the State Fair
Kelly & Hickok. Baylor University
Available from: http://www.baylor.edu/business/economic_research/doc.php/262623.pdf
Fair Park: Reinvigoration of a National Treasure
Amini, Bento, Isokpan, Paziresh, Zandiatashbar. University of Texas Arlington
Available from: https://drive.google.com/file/d/0B0jXnkEepwlNY2ZnNWxmRWlNZUk/view
Books
Lukas, Scott A. (2012). The Immersive Worlds Handbook: Designing Theme Parks and Consumer Spaces.
Taylor & Francis.
Marling, Karal Ann. (1998). Designing Disneys Theme Parks: The Architecture of Reassurance. New York,
New York; Flammarion.
Younger, David. (2016). Theme Park Design. Durham, England; Inklingwood Press.

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Appendix D:
Team Bios

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RIK ADAMSKI
PRINCIPAL, ASH+LIME STRATEGIES
Rik, the firms Principal, focuses his work on placemaking, economic development, retail policy, mapping, and
research. Rik has more than twelve years of experience in the real estate and planning industries. Before cofounding ASH+LIME, Rik was a Senior Planner for Bowman-Melton, a Dallas-based pedestrian and bicycle
planning firm. His professional experience includes planning, economic development, public safety, business
management, stakeholder facilitation and real estate research. He has a Masters in Urban Planning & Policy
from the University of Illinois at Chicago and a B.A. from the University of Cincinnati.
Rik has worked in various capacities for the City of Fort Worth and the national headquarters of the American
Planning Association (APA), the Congress for the New Urbanism (CNU), and the Center for Neighborhood
Technology (CNT). He conducted research for several of the nations most influential planning organizations,
as a Program Assistant for the CNU, for the APA Planning Advisory Service, and in the development of the
CNUs Housing+Transportation Toolkit.
Rik is currently President of the CNU North Texas Chapter, and was Co-Vice Chair and head of the Tactical
Committee for the CNUs national Congress, held in Dallas and Fort Worth in 2015. Rik has recently served on
the Greater Dallas Planning Council (GDPC) Fair Park Task Force, the Deep Ellum Community Association
(DECA) Urbanism Committee, the Texas Downtown Association (TDA) Conference Committee, and the
GDPC Trinity Parkway Select Committee.
He also substantially contributed to the Downtown Fort Worth Inc. downtown master plan, with a focus on
supporting yearlong cultural events and identifying opportunities for incremental improvements. In 2012, he
was the Streetscape Team Leader on embRACE theSTREET, a neighborhood-based project oriented toward
creating an economically-sustainable arts district in Fort Worths Near Northeast Side. He has lectured at UTA,
Texas A&M, and Focus North Texas on citizen-oriented neighborhood revitalization strategies and was a
panelist in the 2015 Going Big with Small Steps Urban Summit. Rik also started and manages the most
comprehensive planning and urban design calendar in the Dallas-Fort Worth region.

BRANDON CASTILLO
ASSOCIATE, ASH+LIME STRATEGIES
Brandon graduated from Pitzer College with a bachelors degree in linguistics after having written a thesis on
second language acquisition. He then moved to Madrid, where he learned first-hand the value and mechanics of
good urbanism.
In 2010, he created the Deep Ellum Outdoor Market, a monthly event of local vendors, live music, and food
trucks in an entertainment district in the heart of Dallas. The Market draws daytime foot-traffic to Deep Ellum,

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A 21ST-CENTURY VISION FOR THE STATE FAIR OF TEXAS

balancing the neighborhoods nightlife. Brandon has since become an event producer, running various
successful events such as Filipino Fest, North Texas Taco Festival, and Burgerfest. He has also created pop-up
markets and food festivals in Downtown, the Design District, Knox-Henderson, and other neighborhoods in
Dallas where the pedestrian-scale infrastructure facilitates the street life he experienced abroad.
In 2013, Brandon acquired an existing independent mailing center and transformed it into the Deep Ellum
Postal & Grocer. It was started to provide the badly-needed daily necessities for people living and working in
the area. In addition to post office boxes, mailing, and other business services, the P&G was a convenience
store, featuring healthy foods, and local products. The P&G closed in 2016.
From 2013 to 2015, Brandon served on the board of the Deep Ellum Community Association, dedicated to the
development of Deep Ellum into a diverse, urban, sustainable walking neighborhood built on a culture of
independent creativity. He also served as the president of the Dallas Homeowners League (DHL) in 2015. DHL
brings together Dallas community leaders to exchange ideas for the betterment of all of our neighborhoods, to
grow and strengthen residential associations across the city.
Brandon co-founded ASH+LIME Strategies, an award-winning planning firm, in 2013. At that capacity, he has
been involved in planning in several neighborhoods and downtowns in the Dallas-Fort Worth area. He has
done significant research on Fair Park and coordinated the interactive Reimagine Fair Park booth at the 2016
Earth Day Festival, which included substantial outreach and community input.

DON RAINES
ASSOCIATE, ASH+LIME STRATEGIES
Don received both his Bachelors and Masters degrees in Landscape Architecture from the Rhode Island School
of Design. He is focused on improving the quality of parks and public spaces through landscape and urban
design. Don is a pioneer and entrepreneur of Landscape Urbanism, a design approach which integrates Low
Impact Development strategies and advances green infrastructure systems, in order to improve the health,
sustainability and resiliency of our communities.
In 2015 and 2016 Don (with EBR Graphic Design) played a key role in the development of the Fair Park
Wayfinding Signage System. The experience has supported a broad understanding of the circulation needs,
capacities, visitor experience needs, programming deficiencies, and logistical considerations associated with
Fair Park.
Dons experience with Park Master Planning, specifically with the city of Dallas, is also relevant. His role as
project manager and local lead designer for the Crawford Memorial Park Master Plan and the Trinity Lakes
Project, provide valuable experience in how to plan and design for high-capacity parks.
Don also has depth of experience throughout his 23-year career with public transportation, mobility design, site
development master planning, and Low-Impact Development strategies.

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