David Zimmerman’s tenure directing the Southern Farm Show started with the 1985 show, making this his 40th time leading the annual event.  Zimmerman grew up in the trade and consumer show business.  His parents Robert and Joan Zimmerman produced their first event – a flower and garden show - in the N.C. State Fairground’s Dorton Arena in 1961, the same year David was born. 

David went to work for the family business, Southern Shows Inc., the day after he graduated from college in 1983.  It wasn’t long after that when his father decided he knew enough to put him in charge of the Southern Farm Show, which had debuted at the N.C. State Fairgrounds seven years earlier in 1978. 

Southeast Farm Press asked Zimmerman about his time with the show. 

 Q: Two years out of college seems a bit young to be put in charge of a show like this.  Were you ready? 

A: “In charge” is a bit of a stretch.  I had the title of Show Manager and did most of the work, but my father definitely kept an eye on what I was up to. I guess I proved that I could handle it, so the oversight soon faded.  The show was not as big then.  It filled the Graham Building and Kerr Scott Building and there were a few outdoor spaces.  

Q: Have you been the manager the entire time? 

A: As I helped my parents grow the company to around 20 annual events and a staff of 30, and took over management of the company, there were a few years along the way that other staff members managed the show. However, like my father, I kept a close eye on everything and was at every show from move-in through move-out. 

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Q: What changes have you seen over the years? 

A: The basics of the show, which is farmers coming to the show to see equipment and talk to experts, has not changed one bit.  That is still what the show is about and always will be.  The show has certainly grown a lot, with the biggest part of that growth being the expansion of outdoor exhibit space.  In 1985 there were a few exhibitors just outside the Jim Graham Building.  Now there are over 110 spread over a large area, plus another 140 exhibitors in the five exhibit tents. 

Another thing that has changed is the size and the number of activities surrounding the show.  In 1985, the show did not use the Holshouser Building.  Now there are seven major meetings and events that happen just in that building.  Plus, the show now uses the Hunt Horse Arena and the Martin Building for meetings and events, and there are other show-related activities that take place outside the fairgrounds.  

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Q: What were some of the major milestones for the show? 

A: There are a few things that have helped the show progress.  Early on, there was another farm show that took place in Wilson and Greenville.  When that show stopped being produced, the focus was all on the Southern Farm Show.  Another boost was in 1996, when we started to use large tents to accommodate overflow exhibitors.   The opening of the Exposition Center in 2005 was another big help, though we still had to use the tents.  There are now five large tents to take care of exhibitors the buildings will not hold.  But mainly, the show has experienced a slow steady growth over the years.   

Q: Any major hiccups along the way? 

A: The only major roadblock we have encountered was the pandemic a few years ago. It of course affected all major events, but fortunately it all started after the 2020 show. We had to forgo the 2021 show and returned in 2022.  In a way, we were fortunate in that many annual events were cancelled for two or three years. 

Another situation was in 2000, when the week before the show it snowed 20 inches in two days.  It happened before exhibitors started moving in, but after the Equipment Tent had been set.  That tent collapsed and we had about four days to figure out what to do with all those exhibitors.  We squeezed them in wherever we could and actually ended up continuing to use some of those newly created areas the following years.    What saved the show was an unbelievable job clearing snow by the N.C. State Fairgrounds crew.  Also, by the time the show started, the roads were clear, and the fields were soaked, so the farmers flocked in.   In many ways it was a lemons-to-lemonade situation, but it did not feel like it at the time. 

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Q: What has been your philosophy about the show? 

A: There are a couple of principles I have stuck with that may sound counterintuitive.  At last year’s show, a radio personality interviewing me was a bit surprised at my response after he commented that the show is a great place for everyone to come out and learn about agriculture. I replied that while that’s true, I don’t really want the general public at the show, and that the N.C. State Fair is a much better opportunity for public exposure to agriculture.  

I said that because I have always viewed the Southern Farm Show as a trade show for farmers.  The show is produced for them.  While that sounds obvious, many farm shows around the country are in rural areas and are more of a community event, which works well for them.  The reason I don’t want the general public here is that the farmers and company representatives only have so many hours at the show, and they need to spend that time talking to each other, not to curious urbanites.  One way I’ve accomplished this is by only allowing agricultural companies and organizations to exhibit.  Each year, I turn down dozens of companies wanting to sell everything from jewelry to gutters at the show.   

The second principle is that I want the show to be nice but not too nice.  Again, it gets back to the farmers - I don’t believe they care that much what the show looks like, or if companies bring in big corporate displays.  They just want to see the equipment and talk to someone who can help them make decisions.  While I want the show to be well produced and organized, I also want it to be approachable for farmers.  That’s why we do not charge admission or register guests. I also try my best to make the show an easy and cost-effective experience for exhibiting companies.  If they need something, they talk to me as show manager.  That’s not the case at most events.   

Q: Have the participating companies changed over the year? 

A: It’s amazing how many of the same companies have been a part of the show for the entire time.  While the number of ag companies has increased, the number of companies in affiliated industries has also grown.  Those industries include land clearing and construction, forestry, and landscaping.  Much of this increase is because many farmers are also involved in these industries, so they are also interested in that equipment.  Also, many people who are full-time in these affiliated industries grew up on a farm and still own land.   Much of the growth in landscape equipment is also due to the growth of the Raleigh area.  Wake County alone has grown from 350,000 to 1.2 million in the 40 years I’ve been running the show. 

Q:  Any plans for the future? 

A:  Despite having done this for 40 years now, I’m only 63 and I really enjoy producing the show, so I plan to keep on making it happen each year.  As for the show, I hope to continue the steady and deliberate growth it’s enjoyed for years. The available facilities at the fairgrounds restrict the show from expanding too much, but we have been able to make growth happen.  At the last show, I kidded Commissioner Troxler that while I’m his biggest fan, I am kind of looking forward to him retiring so they can build a new exhibit hall and put his name on it.