The general manager of the World Dairy Expo and Dane County Fair has been named the new executive director of the Alliant Energy Center in Madison, Wis.
Dane County Executive Joe Parisi has chosen Mark Clarke as the new executive director for Dane County’s Alliant Energy Center (AEC), pending final approval by the Dane County Board.
“With the exciting changes in store for these grounds and his incredible success in growing the World Dairy Expo, Mark is the right choice to manage our Alliant Energy Center,” said Parisi. “As a long-time customer of our facility, Mark knows the AEC’s enormous economic impact and its limitless potential to become an even greater regional destination for families.”
Clarke has managed World Dairy Expo, one of the world’s largest industry tradeshows, for the past five years. He also managed a local bio-tech firm and has significant experience in sales, marketing and public relations. Through his work with World Dairy Expo and as general manager of the Dane County Fair, Clarke has extensive knowledge of the AEC grounds and facilities.
One of Clarke’s first tasks will be managing the upcoming construction of new barn facilities on the AEC grounds to meet the needs of growing shows, like the World Dairy Expo and the Midwest Horse Fair. Parisi’s 2013 budget includes $1.3 million for architecture, design and demolition work slated to begin next year pending state and private funding.
During Clarke’s tenure with World Dairy Expo, the show rose from the 47th to the 23rd largest tradeshow in North America. The five-day dairy industry showcase has a statewide economic impact of $50 million and brings more than 3,000 international guests from 90 different countries to Dane County each year. The 2012 show had one of its largest crowds in recent history with nearly 72,000 total visitors.
“I am honored that the county executive and the board of supervisors have put their trust in me to move this very important part of Dane County to the next level,” said Clarke. “I’m looking forward to working with the staff at AEC and realizing the options and potential ahead of us to bring more business to Dane County.”
Clarke also serves on the County Executive’s Alliant Energy Center Task Force, a group charged with evaluating the center to provide recommendations that will maintain the facility’s positive contribution to Dane County and the region.
The AEC grounds consist of 164 acres and include the Exhibition Hall, Dane County Coliseum and agricultural facilities. The AEC hosts more than 500 events each year that draw an estimated one million visitors and has an annual economic impact of $88 million.
