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Oregon Road Conditions & Cams Email Story to a Friend July 15, 2005 Tony Gutierez of Noel Lesley Event Services pulls canvas over a tent frame in preparation for the Jackson County Fair, which begins Tuesday at the Expo in Central Point. New at the fair this year will be �Hispanic Days." Mail Tribune / Jim Craven A FAIR FOR ALL Expo officials gear events to attract Hispanics at the 2005 Jackson County Fair; critic condemns fliers printed in Spanish By JONEL ALECCIA Mail Tribune The aroma of chicken flautas and the sound of Mexican music will mingle with the traditional ambiance of the Jackson County Fair this year as organizers reach out to the growing — and potentially lucrative — Hispanic community. For the first time, fair officials have paid for Spanish-language publicity and organized two days of programs — "Hispanic Days" — aimed at expanding attendance among up to 20 percent of the local population. "In this market, it’s the number-one available niche," said Bill Maentz, head of the advertising agency that supervises fair promotions. It’s both good business and good community relations, said Fair Director Chris Borovansky, who solicited advice from the Chamber Latino Network, a division of the regional chamber of commerce. Advertisement "This time, we reached out to the Hispanic community in a much bigger way," he said. But at least one local resident expressed anger that fair officials have spent nearly $2,000 in taxpayer funds on promotions to reach Hispanic fairgoers. That’s about 6 percent of the total fair promotions budget, Maentz said. "I am adamant about the fact that it is a total waste of money," said Pat Green, 62, of Medford. Green criticized a decision to print promotional fliers for the fair in Spanish. She said she saw one posted at a local bank and became incensed. "If you’re going to live in this country, speak the language. Read the language," she said. "When my brother goes to France, he speaks French." Green, who wrote a recent letter to the Mail Tribune, said she has received several calls of support for her position. She said she has no problem with Hispanic people, just with government efforts to accommodate non-English speakers. "We should not have to adapt our ways of living to suit people who come to our United States," she said. "The majority of people in this country are tired of this. We’re getting this thrown in our faces. We’re getting the illegals, the Hispanics, the different cultures thrown in our faces." Green’s response stunned Borovansky, who hadn’t heard any objections to the effort. "Are you serious?" he said. "That just floors me." Fair organizers added that the printing of the poster was organized by a local community group, not by county employees. It’s not clear how many of the 152,000 people who attended last year’s fair were Hispanic. What is clear is that the number of Hispanics in the Rogue Valley is growing, although exactly how quickly is disputed. The 2000 U.S. Census pegged the Hispanic population at about 6.7 percent. But by some estimates, actual presence could be closer to 15 percent or even as high as 20 percent by now, said Maria Ramos Underwood, development director for La Clinica del Valle, a Medford health clinic that serves a large Hispanic population. If some Anglo residents are wary of public efforts to woo Hispanics, the feeling is mutual, Underwood said. The county fair has not been particularly popular in that community. "There is a lot of fear about venturing into a realm that has traditionally been for the Anglo population," she said. The county’s outreach efforts are a sign of the maturing relationship between cultures in the Rogue Valley, Underwood said. Complaints about Spanish-language signage are common in communities grappling with increased diversity, she said. "For sociologists who study race relations, they would say it’s about time," she noted. On a less theoretical note, music, food, dancing and other activities at the county fair will appeal to Anglos and Hispanics alike, said Chela Sanchez, events chairwoman for the Chamber Latino Network. She said Green and others who resent efforts to reach Hispanics are entitled to their opinions. "But if you look at the population as a whole, we’re not all Anglo," she said. "This is a growing community. Just being aware that there are other cultures will help. If we have the support of something like the Jackson County Fair, maybe they will see us as people instead of colors." ‘Hispanic Days’ events The final two days of this year’s Jackson County Fair have been dubbed "Hispanic Days" by fair organizers. Held on Saturday and Sunday, July 23-24, the special days will feature music, food, dancing, demonstrations — even Latino Bingo. All events are open to the entire community and will be held on the Carnival Stage. The 2005 Jackson County Fair will run from 11 a.m. to 11 p.m. Tuesday through Saturday and from 11 a.m. to 7 p.m. Sunday. Admission is $8 for adults and $5 for youth ages 7 to 12, and seniors ages 62 and older. Children ages 6 and younger are free. Hispanic Days events including the following activities: La Clinica del Valle outreach program information, daily. El Gallo Mexican restaurant cooking demonstrations, noon daily: chicken flautas, guacamole, salsa verde and refried beans. La Hacienda import store craft demonstrations, 2:30 p.m. Saturday. Hispanic dance presented by Radio Lazer AM 580. Hosted by DJ Lazer, the dance is from 9:30 to 11 p.m. Saturday. The DJ also will play from 5:30 to 6:30 p.m. Sunday. Latino Bingo, 6 p.m. Saturday, 2:30 p.m. Sunday. 4-H community outreach booth, daily. Reach reporter JoNel Aleccia at 776-4465, or e-mail A FAIR FOR ALL ">[email protected] . 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