Dane County, World Dairy Expo Ink Long Term Extension

July 13, 2023
Ariana Vruwink, 608-267-8823
County Executive

Signature Global Trade Show Will Continue to Call Dane County Home for Years to Come


One of the premier agricultural trade shows in the world will remain in Madison for the foreseeable future under terms of a contract agreed upon by Dane County and World Dairy Expo, County Executive Joe Parisi announced today. Parisi was joined by officials from World Dairy Expo at a news conference to announce they have agreed on a new five year contract, securing the long term future of an event that’s called Dane County home for over five decades now. The agreement between Dane County and World Dairy includes an additional three option years, creating a path for this to be an eight year extension.


“World Dairy Expo is a one-of-a-kind event and we are fortunate the absolute best in the dairy business want to keep coming to the place it all began,” Parisi said. “This is an incredibly exciting day for Dane County and the entire Dairy State, and this news means the cows will keep coming right here to the place they’ve called home for over 56 years this fall.”


World Dairy Expo brings tens of thousands of visitors from dozens of countries to Madison each fall. Last year’s event featured over 2,600 of the world’s premier cows. Attendance the past five years has averaged close to 60,000 people per year with an estimated annual economic impact exceeding $31 million.


“For 56 years, Madison, Wisconsin has been recognized as the epicenter of the global dairy industry during the first week of October. However, it’s much more than a week-long event. It creates commerce and builds relationships that pay dividends year-round and for years to come,” said Bill Hageman, President of the World Dairy Expo Board of Directors.


“We recognize what a privilege it is to host this world-wide event. We look forward to assessing and adapting to ensure World Dairy Expo has not just a viable but a vibrant future,” said Laura Herschleb, General Manager of World Dairy Expo. “We are formally extending our agreement to call the Alliant Energy Center home to this world-class event for the next five years and look forward to growing and building upon this prestigious global dairy celebration with help from our valued partners.”


World Dairy Expo officials signed the contract today in the presence of cows from the Voegeli Farm in Monticello, Wisconsin who attended today’s press conference. The Voegeli family has exhibited at World Dairy Expo, and Bryan Voegeli is a member of the World Dairy Expo Executive Committee.


This year’s World Dairy Expo runs October 1st through October 6th at the Alliant Energy Center with a theme of “Dynasty in Dairy.” Cattle attending the event are housed in the nearly 300,000 square foot New Holland Pavilions which opened just a few years ago at the Alliant Energy Center. The new facilities to replace aging barns was the result of work by County Executive Parisi, former Wisconsin Agriculture Secretary Ben Brancel, and partners like World Dairy Expo and the Great Midwest Horse Fair.


A resolution authorizing the county to execute the contract will be considered by the Dane County Board in the coming weeks.


“World Dairy Expo is an anchor event for the Alliant Energy Center and our region’s tourism economy, bringing in millions in economic activity to our county and region each year,” Parisi added. “We look forward to continuing our partnership and showcasing excellence in the dairy industry on a global scale each year right here in Madison, Wisconsin.”