Can a decades-old, agriculture-based tradition remain relevant at a time when digital devices dominate recreation?
That is the modern challenge for the Jefferson City Jaycees, which next week will host the 66th annual installment of the Cole County Fair.
This year's schedule of events shows the Jaycees again have met the challenge, with an assortment of family-oriented activities and entertainment that respects tradition.
The powerful allure of nostalgia must not be underestimated; many popular movies are based on throwback characters and the current popularity of "Pokemon Go" traces it origins to a fad from the 1990s.
In keeping with tradition, livestock shows and competitions by members of Cole County's 4-H clubs and FFA organizations will be held throughout the week. A complete schedule is included in a special fair section included in Sunday's edition.
The carnival also will be in town, with a $1 price for all rides on opening night Monday. Also Monday, the ever-popular Little Mr. and Miss contest will be held.
During fair week, the arena will be the setting for a rodeo, "Lil Monster" trucks, a Figure-8 scramble, and truck and tractor pulling.
And an assortment of musicians and bands will perform on both the beer garden stage and main stage.
The annual fair is the culmination of nearly a year of planning and toil by volunteer members of the Jefferson City Jaycees.
"Throughout the year," said Erin Wiseman, board chairman, "a couple of hundred people work to get this set up, as well as during the week of the fair. We start planning in October."
Their efforts are designed for the enjoyment and entertainment of participants and spectators, young and old.
The Jaycees Cole County Fair may be 66 years old, but its appeal never goes out of style.