When Bo Zertuche walks through the gates of the Midland County Fair each August, he doesn’t just see carnival rides and livestock pens. He sees years of hard work, community pride and a dream that took root fifteen years ago.
In 2010, the Midland County Commissioners recruited Zertuche to help bring back something the community had been missing for decades: a county fair. Midland last hosted one back in the 1950s, and for years, residents had talked about wanting it to return.
“They came to me and asked if I’d help get it started,” Zertuche, the fair’s executive director, recalled. “I was one of three people who helped kick it off. I served as the first president of the board and the first executive director. You could say it’s our baby.”
That “baby” has grown into one of Midland’s biggest community traditions. This year marked the fair’s 15th anniversary, drawing a record-breaking 20,000 people to the fairgrounds for four days of live music, livestock shows, carnival rides and food that tastes like late summer in West Texas.
For Zertuche, who temporarily left Midland for Austin before returning home, the fair has always been about more than just entertainment. It’s about connection.
“It’s a group effort. There’s no ‘I’ in team,” he said. “The fair’s all about agriculture and fun and creating a more cohesive community. That’s how we recruit volunteers, by bringing all aspects of the community together for one celebration.”
The fair’s future was uncertain when the pandemic shut things down in 2020. However, when the board asked Zertuche to return “out of retirement” to help rebuild, he didn’t hesitate.
“I really thought it was necessary to do everything we could to ensure the fair continued,” he said. “We’ve done more than that. We’ve made it past 15 years. Thanks to our sponsors and contributors, we’re growing in both size and quality in what we can offer.”
Ask him what keeps him coming back, and his answer isn’t about the numbers; it’s about the smiles.
“My favorite thing about the fair is the variety of attractions and things for people to do,” he said. “There’s no greater reward than seeing a family walk around, all smiles, having fun. That’s the biggest reward for me…having something the community can be proud of and enjoy together.”
Looking ahead, Zertuche says the fair plans to expand its live music and entertainment lineup in 2026, continuing to evolve while staying true to its agricultural roots. The event is traditionally held the third week of August, bringing together every corner of Midland for a celebration of community spirit that continues to grow year after year. If you’re interested in volunteering to help with next year’s fair, reach out to Bo Zertuche at bo@midlandcofair.com.
