Transformational Performance

Client Overview

The State Fair of Texas, held annually in Dallas at historic Fair Park, is one of the largest and most iconic fairs in the United States. Established in 1886, the Fair welcomes millions of guests each year during its 24-day run, celebrating Texas agriculture, food, entertainment and culture.

Producing an event of this scale requires a commerce platform capable of managing millions of guest interactions across admissions, parking, food and beverage vouchers and entertainment access. Reliability, security, and operational efficiency are essential to delivering a seamless experience. The State Fair of Texas has partnered with accesso for more than six years to power ticketing, payments and on-site commerce operations.

The Opportunity

The State Fair of Texas has historically welcomed a strong walk-up audience, with many guests purchasing admission and spending vouchers on-site. As consumer behavior continues to shift toward digital purchasing and contactless payments, the Fair saw an opportunity to modernize the guest journey while reducing operational strain.

To better meet evolving guest expectations, the State Fair of Texas set out to:

Modernizing Payments for the 2025 Fair

In 2025, the State Fair of Texas upgraded payment terminals across the fairgrounds, marking a significant step forward in modernizing the Fair’s commerce infrastructure. For the first time, guests could seamlessly purchase tickets using:

• EMV chip cards

• Tap-to-pay contactless cards

• Digital wallets on-site

• Digital wallets for online checkout

Advance Revenue Through Bundled Presales

The State Fair of Texas uses a voucher-based spending system commonly referred to as “coupons” for food, beverage and Midway purchases throughout the property. Through accesso ShoWare, the Fair is able to:

• Offer bundled admission and coupon packages in advance

• Securely scan and validate coupon voucher redemption

• Upsell pre-paid parking

• Implement fraud-prevention controls for high-value transactions

Encouraging guests to purchase admission and vouchers before arriving supports a key revenue strategy: when guests arrive with spending value already secured, they are more likely to explore additional food, rides, games and attractions throughout the fairgrounds.

Operational Excellence Through On-Site Support

Technology is only part of the accesso partnership. The State Fair of Texas also relies on dedicated on-site support that spans preevent preparation through the final day of operations. During the Fair’s 24 consecutive days of operation, accesso provides:

• Real-time troubleshooting and operational support

• Hardware and payment system oversight

• Hands-on training and support for seasonal ticketing and scanning staff

• Collaboration with Fair leadership on new initiatives

Year-over-year continuity within the accesso support team has strengthened institutional knowledge and operational stability, ensuring that both organizations can continuously refine processes and improve the guest experience.

A True Partnership

Producing an event on this scale requires more than technology; it requires collaboration, trust, and operational expertise. The partnership between the State Fair of Texas and accesso continues to evolve each year, combining innovative technology with hands-on support to help the Fair adapt to changing guest expectations while preserving the traditions that make it one of the most beloved events in the country.