If you’ve ever been to the State Fair of Texas, you know it’s more than an event. It’s the smell of fried food favorites, Big Tex welcoming you in, and the nostalgia of generations of Texans returning year after year.

But keeping a 138-year-old brand alive — and relevant — in a rapidly changing world is no small feat.

In this fireside chat, we’re going behind the scenes with Jennifer Schuder, SVP of Customer Engagement at the State Fair of Texas, to explore what it takes to steward one of America’s most beloved legacy brands in a fast-moving world. From designing must-see activations to protecting brand trust, Jennifer will share how her team keeps the Fair fresh, relevant, and deeply connected to its audience year after year.

You’ll walk away with practical insights to help your own brand stay culturally attuned, evolve with changing consumer expectations, and build emotional resonance that lasts.