Wisconsin Valley Fair organizers work hard to ensure that the variety of music entertainment will appeal to mass audiences.

To get big names like Seether, Phil Vassar, REO Speedwagon and Herman's Hermits....the fair board has enlisted the same professional talent consultant for the past three decades.

Jimmy Jay says the first step is securing all the names of acts who will tour in the summer...and they must be willing to play at a fair.

Jay says Johnny Cash helped launch his career. And he's worked for years with Conway Twitty and Loretta Lynn.

Organizers say so far this year's concerts have been packed full and considered successful.