Written By: Emmitt Murray
In this behind-the-scenes look, Mark shares how he finds talent, what makes a performance stand out, and why building lasting connections in the fair industry is one of his greatest rewards.
The South Carolina State Fair annually showcases a diverse array of entertainment, from talented musicians to thrilling pig races, providing fairgoers with a wealth of entertainment options. The selection process for these acts is a year-round endeavor, expertly managed by entertainment director, Mark Sparks.
Originally from Springfield, Missouri, Sparks grew up in a musical household, inspired by his father’s success as a guitar player. He discovered his own passion for magic at the age of seven, honing his skills throughout his youth and launching a career as a variety performer.
In the 1980s, Sparks found his way into the fair circuit, drawn by the family-friendly atmosphere. The repetitive nature of multiple daily performances allowed him to refine his act, and he soon gained recognition in the industry. His big break came when the Ozark Empire Fair in Springfield invited him to assist with entertainment management.
Although Sparks hadn’t initially envisioned himself as an agent or event producer, he seized the opportunity and now books entertainment for various events, often traveling to participate directly with the staff in those areas.
Sparks first attended the South Carolina State Fair in the 1990s, performing roving acts with whimsical characters. This role changed in the 2000s as he started booking other acts to the fair, ultimately becoming the fair’s entertainment director in 2016.
In the lead-up to each fair, Sparks collaborates closely with general manager Nancy Smith, to strategize the acts and their performance venues. He arrives on the Friday before the fair opens and remains until the day after it concludes.
During the fair, Sparks ensures that each performance runs seamlessly, setting the stage for success. According to Sparks, audience reactions are the best indicators of an act’s success, so he often watches live performances to gauge their appeal across different demographics.
Sparks sources talent in various ways, with the most common being video clips sent by performers eager to showcase their acts. He also attends statewide and international fair conventions, where diverse acts are showcased for potential booking. These conventions foster a spirit of collaboration, allowing fairs to share insights about what has resonated with their audiences. Sparks takes great care in curating a blend of beloved classics and fresh experiences each year, believing that “it’s the combination of old favorites with new ideas that keeps the fair exciting.”
The connections Sparks has made in the fair industry are among his greatest rewards. He notes that once people enter this vibrant world, they often stay, fostering long-lasting friendships. Despite only seeing many of his colleagues once a year, Sparks values the camaraderie that comes from a shared passion for enhancing their communities through entertainment.
Always receptive to public feedback and innovative ideas, Sparks is particularly enthusiastic about nurturing emerging acts. “It’s important to me to help up-and-coming performers because I once stood where they are,” he said.
If you have suggestions or are interested in performing at next year’s fair, please reach out to: msparks@triangletalent.com.
