San Diego’s own Tristan Hallman has returned to his roots as the chief communications officer for the 22nd District Agricultural Association (22nd DAA), the organization behind the beloved San Diego County Fair.
Having been just five years old during his first visit to the Del Mar Fairgrounds, Hallman recalls the festive atmosphere that left a lasting impression on him.
After relocating to Texas and completing his education at St. Edward University in Austin, Hallman built an impressive career in journalism.
His experience included internships at major publications such as The New York Times and the Dallas Morning News.
Hallman later spent over six years with the Dallas Morning News, concluding his tenure as the chief of policy and communications, as well as chief of staff to Dallas Mayor Eric Johnson.
Looking back on his journey, Hallman noted, “I had always planned to return to California someday.”
He seized the opportunity to join the 22nd DAA after Mayor Johnson decided to run for reelection unopposed, making it the perfect time for a new challenge at home.
Since his appointment in April 2023, Hallman has been eager to embrace his role, where he leads communications efforts for the fairgrounds and the San Diego County Fair.
On his first walk around the fairgrounds, Hallman experienced an uncanny sense of déjà vu as he recognized landmarks from his childhood, coupled with a wealth of new information to absorb.
With the San Diego County Fair set to open on June 11, Hallman expressed his enthusiasm for the event, which will run for 20 days until July 6.
He emphasized his preference to focus on the fair rather than on himself, stating, “The fair is one of those unique annual entertainment events that creates bonds and happy memories.”
As chief communications officer, Hallman has already made a positive impact ahead of this year’s fair by initiating and directing various new events that have garnered considerable media attention.
For instance, in February, the 22nd DAA announced its community programs, which generate an estimated $1.84 million annually.
These programs include initiatives such as collecting stuffed animals for hospitalized children, providing scholarships for high school students, and partnering with organizations like the Burn Institute and the San Diego Food Bank.
In the last two years alone, the fair’s Junior Livestock Auction raised an impressive $1.1 million for student education.
One of the highlights for this year’s fair is the introduction of the “Summer Pet-Tacular” theme for 2025, unveiled at a press conference with the San Diego Humane Society.
This theme not only celebrates pets and pet ownership, but will also include daily presentations by the Humane Society on topics like animal care and training throughout the fair.
Additionally, Hallman has rolled out the Green Ribbon Initiative, which recognizes 95 food stands that promote environmental sustainability and stewardship.
A new shopping pavilion called the San Diego Marketplace will also debut, showcasing the works and crafts of local artists.
Fairgoers can expect to find a wide array of items, from clothing accessories to handmade goods, all while supporting local talent.
“Our strategy has been to attract the public’s attention with several community partnerships to extend the fair’s reach prior to opening in June,” Hallman remarked.
Under Hallman’s leadership, the 22nd DAA is investing a record $1.2 million in advertising for this year’s fair, utilizing a comprehensive campaign that covers television, radio, outdoor media, print, and social media.
This extensive campaign aims to reach not only San Diego residents, but also those from Temecula and Northern Baja California.
The advertising campaign is projected to generate nearly 80 million impressions, with 30% of the budget allocated toward the Hispanic market, focusing heavily on Spanish-language media.
Moreover, more than a third of the overall advertising funds are dedicated to television and radio commercials.
Fair officials anticipate that the publicity derived from news coverage and live broadcasts will exceed $3 million.
To bolster engagement, the fair is offering concert and general admission ticket giveaways across over 20 radio and TV stations, enhancing the excitement as the fair approaches.
Historically, the San Diego County Fair traces its roots back to 1880 in National City, evolving over the decades into one of the nation’s largest and longest-running community events.
It found a permanent home in the Del Mar Fairgrounds in 1936, drawing an impressive 50,000 attendees during its inaugural 11-day run.
The event saw a hiatus during World War II, as the fairgrounds served military purposes, but resumed in 1946.
However, the fair faced significant disruptions in recent years due to COVID-19, forcing a cancellation in 2020 and resulting in a scaled-back fair in 2021.
Despite these challenges, the San Diego County Fair has rebounded, attracting nearly a million guests every summer, reinstating its status as a beloved local tradition.
In other news, Arika Daniels, a co-founder of Scatena Daniels Communications, has departed from the agency after 16 years to join the Jacobs & Cushman San Diego Food Bank as the senior director of communications.
Having served as co-CEO alongside Denise Scatena since January 2024, Daniels left her role at the agency on May 23, transitioning to her new position on June 2.
Reflecting on her decision, Daniels explained, “This wasn’t a decision I made lightly; it’s the result of over a year of personal reflection about the second half of my career and where I can have the greatest impact.”
She expressed confidence in the agency’s future, stating, “I leave knowing the agency is in incredibly capable hands with a bright path ahead.”
The agency’s name may undergo a change following her departure, confirmed by Scatena, who also expressed enthusiasm for this new chapter, stating, “We are energized for what’s ahead and ready to continue evolving in service of our clients’ important work.”
Scatena Daniels Communications has played a vital role in public relations for over 100 charitable organizations in San Diego and Orange counties since its founding in 2009, growing from an initial $3,000 in seed money.
The firm specializes in media relations within higher education, healthcare, and nonprofit sectors, consistently achieving over 275 media interviews annually.
In the wake of Daniels’ departure, the agency currently has five staff members.
Meanwhile, Taco Bell has announced the addition of Quality Meats, a Chicago-based creative marketing agency, to its creative roster.
Quality Meats has been chosen for a creative project this year, as confirmed by Taco Bell’s chief marketing officer, Taylor Montgomery.
Other agencies that collaborate with Taco Bell include Deutsch, Edleman, and Spark Foundry.
Quality Meats, founded in 2020, has rapidly developed a diverse client list, which includes major brands like Samsung USA and DoorDash.
Currently managing over 8,200 restaurants globally and spending substantial resources on advertising, Taco Bell continues to innovate in its marketing endeavors.
As the San Diego County Fair gears up for another exciting season, Hallman and his team are committed to creating treasured community memories while ensuring the fair remains a cherished tradition for generations to come.
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