The author and her husband work in partnership with family on a 100-cow dairy in St. Charles, Ill.
World Dairy Expo has been coined “the place where the dairy industry meets.” But, once on the grounds, where is the best place to have that business meeting, catch-up with a friend, or just enjoy dinner and a beverage with the crew after a long day getting cattle ready for the showring?
In 2017, World Dairy Expo introduced a new restaurant — the Tanbark. Al Deming, president of the World Dairy Expo Board of Directors explained, “Over the last several years, our discussions with World Dairy Expo stakeholders revealed attendees and exhibitors were looking for a casual, sit-down restaurant on the grounds, especially in the evening.”
Conveniently located between the Coliseum and the dairy cattle barns, the Tanbark anchors the east end of the sale pavilion tent.
In its inaugural year, the Tanbark opened daily at 11 a.m. and served a unique menu of comfort food not found at the other quick “fair food” venues on the grounds. The menu featured hot soups and sandwiches perfect for cold or rainy days along with a farm-to-table salad bar for those seeking a lighter meal.
The atmosphere of the pub-style restaurant included seating to facilitate socialization and chance encounters with cocktail tables, picnic tables, and sofas. “Diners were also able to keep a pulse on the activities in the showring via the World Dairy Expo TV broadcast on the television screens displayed in the Tanbark,” added Deming.
Attracting all types
The Tanbark appeared to draw a diverse group. Over lunch, it filled up with dairy cattle exhibitors, international guests, commercial exhibitors, and families attending World Dairy Expo.
Following the monotony of grabbing a quick lunch at the same places on the World Dairy Expo grounds year-after-year, commercial exhibitor Keith Engel welcomed the new dining option. “I came to try the brisket sandwich,” said Engel. “A couple of my co-workers had eaten lunch here earlier this week, and they said that it was good.”
While Engel monitored his watch to make sure he got back to the company booth in a timely manner, he appreciated the opportunity to sit down, sheltered from the elements, and catch a quick look at the heifers in the ring for the International Holstein Show through the World Dairy Expo TV broadcast on the television near his table. He commented that he’ll likely be back, noting the bar in the corner looked like an inviting option for socialization and a beverage after the commercial exhibit hall closed for the day.
Friends Jill Stump and Lori Horn found a welcoming picnic table to visit at while enjoying a salad and a brisket sandwich in the Tanbark.
“We’ve been attending World Dairy Expo for the past 30 years,” said Stump. She explained that they ended up in the Tanbark because they saw the menu displayed in the window as they walked by.
Horn said, “The menu appealed to us as it included healthier, lighter food options compared to what we typically found at the other dining venues on the grounds.” Both agreed they’ll come back for a return visit.
Deming reported he was pleased with the results of the first year. He explained the Tanbark had launched as a small venue with limited hours for its initial test.
“Our goal was to gauge interest in a new dining option for exhibitors and attendees with a strong social component. We were thrilled with the positive feedback we received on the food and atmosphere in our first year and will look at expanding the Tanbark in 2018,” he said.
What will be new in the Tanbark for 2018? Deming notes that while the cozy environment will look similar, the size of the restaurant will double. The Tanbark will also look to keep its doors open longer.
“To better align with schedules of our different audiences, we are looking to serve an expanded dinner menu later into the evening and beverages until midnight,” shared Deming. “We want to be a dining option for those looking for dinner after the commercial exhibit hall closes, for exhibitors and attendees of the sales, shows, and youth showmanship contest that conclude in the evening, and for dairy cattle exhibitors after they finish-up evening chores.”
The Tanbark will continue to host, with the help of sponsors, a happy hour from 4 to 6 p.m. Deming mentioned they are exploring options to layer-in entertainment.
Somewhere to celebrate
While it has just begun to solidify its reputation as a sit-down restaurant option for lunch, Deming hopes the Tanbark — with its new expanded hours and namesake tied to the dairy cattle show — will also become the “go-to” venue for exhibitors to congregate and celebrate in the evening.
“World Dairy Expo has a strong tradition of celebration, and we believe the Tanbark (above-and-beyond being a restaurant) provides the perfect social atmosphere and a central location for evening festivities to recognize showring success and championships,” he explained.
While the Tanbark will continue as a hard-sided tent for now, Deming is optimistic that with its continued success the future of the venue could one day become a permanent structure on the grounds. “World Dairy Expo is the place where the dairy industry meets. We hope attendees continue to take the opportunity to utilize the Tanbark as a place to make connections for both commerce and enjoyment of the event,” he said.
