Lake Highlands man rubs elbows with Big Tex

By Shari Goldstein Stern

Lake Highlands resident Jason Hays said that he has the “funnest” job in the city. It sure sounds like fun, and as enormous as the state of Texas. Hays is senior vice president, brand experience for the State Fair of Texas, (the Fair) and has his hands in all things Fair. When you Google “multi-tasking,” Hays’ image just might appear. It’s hard to imagine a “funner” job.

“The history of the Fair is the history of Dallas. I take great pride in preserving the history of the Fair and its traditions and creating new experiences for future generations,” he said.

Since 2008, Hays has been climbing the corporate Midway ladders, starting out as a seasonal intern in the public relations department. In 2012, he joined the Fair staff full-time as director of creative services. In that role he focused on the organization’s brand development, enhancements of the park and projects such as the Big Tex Urban Farms system. 

When the executive was promoted to vice president, brand experience in 2019, he took oversight of all entertainment and non-Midway attractions. In 2022, Hays was named senior vice president, brand experience. 

Here’s how Hays highlights the “brand experience:” As often as visitors see Fair flags outside and inside the fairgrounds; every time they see Big Tex in any form; and they experience the interior of all the shops (Fair branded T-shirts and koozies, for example); they will see that everything carries a distinct, united, memorable State Fair of Texas brand. Guests instinctively know they are nearby and then have arrived at the Fair. “I execute the brand. I see to it that every look and feel of the Fair is a brand experience. All the shopping areas, agriculture spots, livestock and events, even down to the trash can wraps are on brand,” Hays explained. “The way people engage with the Fair is within my mission,” he added.

Hays said: “I have a sense of true stewardship of the Fair. I don’t feel like I have a job. I’m entrusted every day with a Texas and a Dallas institution. I take that very seriously even though we’re a fun event.” 

According to the 14-year Fair veteran, volunteers are a critical component of making the Fair happen. “About 100 volunteers help with livestock, most in the barn. At least 100 additional volunteers work with the sensational parade,” he said. “We appreciate the support we’re lucky to have from all of our volunteers. We are also fortunate to have capable, committed employees who make all these details come together.”

Also under Hays’ purview, The Kroger Starlight Parade takes 18 months to pull together. Kern Studios of New Orleans has created floats enhancing the parade on a par with Disney and Universal Studios parades. The parade includes animatronics, spectacular costumes and starts at 7:15 p.m. all 24 nights of the Fair.

Another of Hays’ favorite responsibilities as a dog person himself, is oversight of the All-Star Stunt Dog Show, with three performances a day at 2:30, 4:30 and 6:30 p.m. at Marine Corps Square. Hays likes to share: “All the dogs have been rescued from shelters and trained to showcase their unique talents. The All-Star Stunt Dog Show dogs have performed across the country, including appearances on the ‘Ellen DeGeneres Show’ and ‘Oprah Winfrey Show.’”

“Every day at the Fair brings its own surprises,” according to Hays. “Oprah came to the Fair my second year here. That was a ton of work for the entire PR team, but a fun experience working with daytime’s most famous person at the time she came.” Who remembers how much Oprah raved about Abel Gonzales’ award-winning fried butter that year? Hays noted that another memorable, while grim project, was bringing Big Tex back from the ashes following a hazardous fire.

In his “down” time Hays oversees all live music, which includes artists from the Dallas and Fort Worth areas. 

One focus of the Fair is education and community involvement. Tanna Banana Storytime is a program for 3-8-yr.-olds. It is a component of an Agri Educational initiative. A favorite children’s feature is when animals of every type are taken  onto the Livestock 101 stage. Hays said, “Children learn about animal husbandry and about why agriculture and livestock are important in our daily lives.”

He said one of his favorite days is the Wednesday prior to opening day. “I always sit on the esplanade and see the first taste of what everyone else gets to see. I get a first glimpse of The Mattress Firm’s Illumination Sensation, which has performances at 8 p.m. every night.” 

Hays is a graduate of Texas Tech University with BA degrees in public relations and in electronic media and communications. Prior to joining the Fair, he earned two EMMY Awards for his work in international broadcasting. While having great success in his career, the high achiever said, “Dallas and the Fair mean so much to me that I could not pass up the opportunity to detour my career path.”

Originally from Allen, Hays said he got to Dallas as soon as he could. He currently lives in Lake Highlands with his wife, Molly, daughter Birdie, and two rescue pups, Sawyer and Charlie. “This is an ideal community for raising a child,” he commented.

Hays described a sense of euphoria when experiencing his 18-month-old daughter, Birdie, learning to love the sights and sounds of the Fair. The proud father said, “It is so special to watch your child enjoy what you have helped create.”