San Diego native Tristan Hallman was just 5 years old when he first visited the Del Mar Fairgrounds and attended the San Diego County Fair.
“I remember the festive atmosphere, the specialness of the fairgrounds and how much fun I had with my family,” the 36-year-old Hallman told Times of San Diego.
Shortly thereafter, the family relocated to Texas, where Hallman grew up and graduated from St. Edward University in Austin. He served internships as a reporter with The New York Times, Dallas Morning News, Gannett’s Washington Bureau, Houston Chronicle and Texas Tribune.
Later, he spent 6 1/2 years with the Dallas Morning News, covering — and eventually overseeing coverage of — public safety, breaking news and city hall, followed by nearly four years (2019-March 2023) as chief of policy and communications and chief of staff to Dallas Mayor Eric Johnson.
“I had always planned to return to California someday,” Hallman said. “When the mayor was finishing his first term and running for reelection unopposed, I thought it was a good time to make a change and find a new challenge back home. Then, I saw the fairgrounds job, and it sounded like exactly what I wanted to be doing.”
Since April 2023, Hallman has served as the chief communications officer for the 22nd District Agricultural Association (22nd DAA), which owns and operates the state-owned fairgrounds and produces the annual San Diego County Fair.
“My first time walking around the fairgrounds, it was a weird sense of déjà vu,” said Hallman. “I had the feeling of familiarity at spotting landmarks that I recognized. But, there were many new things to learn about.”
Hallman says he is looking forward to this year’s San Diego County Fair, which opens on Wednesday for a 20-day run from June 11 to Sunday, July 6. As in recent years, the fair is open Wednesdays through Sundays only.
“I prefer not talking about myself. I would rather talk about the fair, which millions of fairgoers have come to know and love over the decades,” Hallman said.
“The fair is one of those unique annual, entertainment events that creates bonds and happy memories. I’m very excited for this year’s fair because our team has been working since last year’s fair to build connections with the community, both new connections and reinforcing our longstanding ones.”
As CCO, Hallman has been credited for initiating and directing several new fair-related events that has drawn positive news media coverage in the months leading up to opening day.
For example, in February, the 22nd DAA announced an estimated $1.84 million in value is generated annually with its fair-related community programs, including collecting stuffed animals for hospitalized children, scholarships for high school students and partnerships with various nonprofits, including the Burn Institute, Armed Services YMCA and San Diego Food Bank. It was noted the fair’s Junior Livestock Auction raised $1.1 million for students’ educations over the past two years.
In April, the 2025 fair’s “Summer Pet-Tacular” theme was publicly introduced, and theme programming was revealed at a press conference with the San Diego Humane Society. The theme celebrates pets and pet ownership. During the fair, the Humane Society will host daily presentations on pet ownership, animal care and training.
In May, the Green Ribbon Initiative was launched consisting of recognition for the fair’s 95 food stands that are promoting environmental stewardship and sustainability.
A new fair attraction is a 31,000-square-foot shopping pavilion called the San Diego Marketplace that will feature works and crafts of talented local artists. There, fairgoers will find clothing accessories, pet items, art, wellness products, sports equipment, prepackaged food, pantry items and handmade treasures.
“Our strategy has been to attract the public’s attention with several community partnerships in order to lengthen the fair’s runway before we open in June,” Hallman said.
According to Hallman, the 22nd DAA is spending a record $1.2 million in advertising to promote the fair. The ad campaign, which began in mid-May and will conclude when the fair ends, includes television, radio and streaming audio, outdoor, print, digital, and social media.
The target audience includes residents of San Diego County, Temecula and Northern Baja California and Tijuana. The overall campaign is expected to generate nearly 80 million impressions.
About 30% of all advertising dollars will be targeted at the Hispanic market, and half of it with Spanish-language media. In addition, more than one third of the overall advertising buy will be spent on TV and radio commercials.
Publicity value generated by news coverage and live broadcasts is expected to exceed $3 million, said fair officials. A variety of concert and general admission ticket giveaways are being offered on more than 20 radio and TV stations.
The San Diego County Fair began as an agricultural fair in 1880 in National City. It was held in several locations before moving to the Del Mar Fairgrounds in 1936 with an 11-day run which began on Oct. 8, 1936, and drew 50,000 people.
The fair was suspended in 1942 for World War II, when the fairgrounds site was used for war-related training and manufacturing. The fair resumed in 1946 and continued until 2020, when the fair was canceled due to restrictions from the COVID-19 pandemic. In 2021, a smaller-scale, pandemic-affected fair was held with limited attendance and required face masks for all guests, ages 2 and up.
Today, with nearly a million guests each summer, the San Diego County Fair is considered the country’s largest and longest-running annual community event.
PR agency’s name expected to change after co-founder’s departure
After 16 years at Scatena Daniels Communications, a San Diego public relations agency she co-founded, Arika Daniels has left to join the Jacobs & Cushman San Diego Food Bank as senior director of communications.
Since January 2024, Daniels had served as the agency’s co-chief executive officer with co-founder Denise Scatena. Daniels’ last day at the agency was May 23. Her first day at the Food Bank was June 2.
Daniels told Times of San Diego there was not one particular incident that convinced her to make the career change.
“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,” Daniels said.
“One of Denise’s favorite sayings is `the only constant is change,’ and here we are 16 years later. I leave knowing the agency is in incredibly capable hands with a bright path ahead.
“The perfect opportunity with the San Diego Food Bank came along and it fit my desire to support one mission-centered brand. This new chapter brings me renewed purpose and alignment with the kind of work that first inspired my career. I’m excited for what’s ahead and deeply grateful for the opportunity to help advance the Food Bank’s vital mission.”
When Times of San Diego asked if the agency’s name will change following Daniels’ departure, Scatena replied, “most likely.”
In a statement posted on social media, Scatena said, “As I step into the role of sole owner, I do so with deep gratitude and confidence. Our talented team remains steadfast in our commitment to providing strategic, thoughtful, and high-impact communications support to nonprofits, mission-driven businesses and purpose-driven institutions.
“This moment marks a new chapter, not just for me, but for our agency. We are energized for what’s ahead, and ready to continue evolving in service of our clients’ important work. To our clients, partners, and community: thank you for your continued trust. My team is here, stronger than ever, and I can’t wait to share what’s next.”
Scatena Daniels was founded in 2009 when the two founding partners pooled together $3,000 in seed money. Both were consultants at the time. Since then, the firm has implemented PR campaigns and communications strategies for more than 100 charitable organizations in San Diego and Orange counties.
With clients in higher education, healthcare and nonprofit sectors, the firm says it earns more than 275 media interviews annually. Following Daniels’ departure, the agency has five employees, according to Scatena.
Taco Bell adds Quality Meats to its creative roster
Taco Bell, the quick-service restaurant chain based in Irvine, Calif., has added creative marketing agency Quality Meats, based in Chicago, to its creative roster.
Advertising Age, an industry publication, reports Quality Meats has been selected for a creative project this year, quoting Taylor Montgomery, Taco Bell’s chief marketing officer.
Other creative agencies Taco Bell works with include Deutsch, Edleman, Blite, Spark Foundry and Laundry Service. Most of Taco Bell’s creative work comes from Deutsch, said Advertising Age.
The hiring by Taco Bell is regarded a significant win for Quality Meats, founded in 2020. Since then, Quality Meats’ client list has included Kimberly-Clark, DoorDash, GoDaddy, Regal Cinemas, Samsung USA and SAXX Underwear.
Taco Bell operates more than 8,200 restaurants worldwide, including more than 7,000 in the U.S. Last year, the chain spent $359 million on U.S. measured media, up from $334 million in 2023, according to data from MediaRadar.
Rick Griffin is a San Diego-based public relations and marketing consultant. His MarketInk column appears weekly on Mondays in Times of San Diego.
