The ‘Spice of India’ Festival, a two-day cultural extravaganza that showcased India at the historic Alameda County Fair, received top honors at the Western Fair Association (WFA) awards and brought laurels to the parent Fair by winning first place in the Cultural Marketing/ Promotion categoryat the 89th Annual Achievement Awards Convention at Anaheim.


Additionally, the Alameda County Fair moved to 39th on a list of the top-50 Fairs in North America. TheWestern Fairs Association, a not-for-profit trade association serving the Fair industry across Western United States and Canada, gives away Annual Achievement awards to recognize excellence and sharesuccessful fair ideas and programs.

“Thanks to the overwhelming support of the public, the Alameda County Fair has become a modelof success in America’s Fair industry. Fairs across the nation now seek to emulate our creative programming, marketing and community outreach,” commented CEO Rick Pickering.

The Spice of India was a major attraction of the Festival Square stage and showcased Yoga, Indian fooddelights, henna, paintings by Indian artists, cooking demos, and dance forms from various Indian states.The 1st Samosa rolling and cook off contest was a highlight of 2011 event that brought with it the prestigious national award for Alameda County.

“We are honored to highlight the richness of India and Indian American culture through our Spice ofIndia celebration,” said Courtney Townsend, Festival Square Director. “We look forward to all of the joy it will bring as we celebrate the 100th year of the fair.”

The next Annual Fair is in planning stage currently and the organizers propose to celebrate the 2012event, the 100th year of the Fair, with the theme “100 Years of Memories Made Here”. The event will run through June 20 to July 8 with Mondays being closed. The ‘Spice of India’ festival will make a returnwith local communities participating in the two-day bonanza on June 23-24, 2012.


San Francisco Bay Area-based April Media Inc will continue to co-host the event with participation fromcultural and not-for-profit organizations from across San Francisco Bay Area. “The award is recognition of team work and dedication from volunteers and artists who showcased the diversity of India andcelebrated its tradition, culture and food,” said Krishna Kumar, coordinator of the Spice of IndiaFestival. “People traveled over 100 miles last year to attend the event,” he added thanking volunteers and participants.

Spice of India is part of Festival Square at the historic Alameda county fair. It is a destination withina destination. Imagine cafe tables, exotic aromas, dancing couples in front of you, active art projects behind you, children laughing while live music wafts all around. You have entered Festival Square at theAlameda County Fair.

The objective is to showcase India at the Alameda County Fair to educate, inform and entertain Indian Americans and local residents about India, its rich culture through variety of entertainment, food andcostumes and rituals. The 2011 Fair, enjoyed an attendance record of 452,746 patrons for its 17-dayevent. Spice of India attracted over 2000 people from the region.

“My Part by Art” an exhibition of arts from students across the world was another major attraction of the event. The students painted on various aspects of Indian culture. The theme was I love my India and India: Land of Wonders.


Well known community activist Kamal Nair of Geetanjali provided the décor for the event while ViajayAasuri was the emcee of the event and MeriSakhi showcased Henna art. TamilManram, Mythri, KeralaClub of California, FIA Northern California, Spandana Foundation, Paschimi, Kannadakootta, BATA,Silicon Andhra, Manca, Bhandari Foundation, Genius Kids, Global School of Silicon Valley, Vaidehi Arts,Kriya Dance Company, Asian Pacific Fund, Indian Fusion Dance Academy were other key community participants.

Repeatedly taking home a large number of industry awards simply supports the Alameda County Fair’sprincipal to be one of the best all-around entertainment venues for residents of Alameda County andthe broader region. Of particular note, 17 of the Fairs larger than the Alameda County Fair are StateFairs, while the Alameda County Fair is successfully operated by the nonprofit Fair Association, withoutany tax funding from the government.

Visit the Fair’s website at or call925-426-7600 for more information. For more information regarding Spice of India Festival, please contact 510-402-6504 or spice@aprilmedia (dot) com