The Chicago World Fair charts the roller coaster ride of benefits realization well. Initially the fair had grand dreams to exceed the Paris fair with something to rival the Eiffel Tower and hundreds of thousands of visitors each day, but initially attendance way well below expectations, though it eventually improved.
Construction Timing Pushes Back Realization of Benefits
The Fair was hastily constructed with wind and snow delaying construction. As a result the fair wasn’t ready on time, and the impression for early visitors wasn’t great, as the fairground wasn’t completely finished, for example the parkland hadn’t had time to bed down.
The Search For The Eiffel Tower’s ‘Replacement’
The Eiffel Tower was a big hit at the earlier Paris fair, and the Chicago fair wanted something to rival it. Ironically, they had a golden opportunity with Buffalo Bill’s Wild West show, but turned it down and forced it outside of the fairground, it was actually a major draw and competed with the fair rather than complementing it. The Ferris wheel was the eventual hit the fair was looking for, but delays meant it only emerged in June, over a month after the fair opened.

Viral Marketing
The fundamental issue appears to be a marketing lesson in viral marketing and urgency. Much of the attendance came later in the fair after other people had visited the fair and told them about their experience and as the fair was close to closing so the sense of urgency was greater.
A lot of the detail here comes from Erik Larson’s book The Devil in a White City, which is a great read by the way – particularly how the story of the fair and a serial killer are combined.



