New approaches bring record sales to the State Fair of Texas. 

New leadership and a more aggressive social media campaign were among factors that helped the State Fair of Texas in Dallas shatter previous records for food and ride sales, posting more than a $42-million gross, besting the 2010 all-time record of $37.3 million and last year’s $37 million by about $5 million.

“We thought outside the box,” said Karissa Schuler, director of public relations, who took ...


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