In the late 1800s the Patrons of Husbandry or "The Grange" was in full swing. The Grange was an organization that was formed to help mid-western farmers combat unfair railroad practices. The Grange also attempted to introduce new farming techniques, to help establish cooperatives, and to help organize social events. An organization which traced its roots to the Grange was the Northern Iowa Butter and Cheese Association. This association was founded in 1877. There were several Black Hawk County farmers who backed the organization very strongly. During the next few decades the association grew and became the Iowa Butter and Cheese Association. There were hundreds of farmers who joined its ranks, and it then became the Iowa State Dairy Association. During this time, not very many of the farmers who belonged to the association bothered to attend the annual meetings, so the association's officers decided to have a daily "dairy show." This show was meant to attract farmers to the annual meeting. They held the first trial show in Cedar Rapids in 1909, and it was a success. Waterloo was selected as the site for the 1910 show, and the show director, Hugh Van Pelt, wanted it to be a huge success. He wanted Waterloo to be chosen as the permanent host for the show, and he believed a very successful show would aid in that endeavor. "Van Pelt personally made sure that 13 carloads of prize cattle came directly from the Illinois State Fair to highlight the Waterloo show." Van Pelt understood what the annual fair could mean to the city of Waterloo, and his foresight and enthusiasm enabled Waterloo to successfully host the show a number of times before a permanent site was chosen.
One of the reasons that Waterloo was successful in hosting a number of the annual events is because it had the perfect location. During the late I 800s there was a push to bring popular culture and education to small towns and communities within the United States. This was called the "Chautauqua" movement. There was a Chautauqua Association formed, and the Waterloo businessmen who formed it wanted to develop the Sans Souci area in Waterloo as a Summer Resort.5 They purchased land which is where Chautauqua (Exchange) Park is now located. "The initial success of the program led to the construction of a 2,000 seat amphitheater in 1893. By 1896 the Waterloo Chautauqua was so popular that the association was able to afford such speakers as William Jennings Bryan." In 1896 a coliseum replaced the amphitheater. "The coliseum housed the prize dairy cattle --- Holsteins, Jerseys, Guernseys, and Ayrshire --- as well as displays of dairy machinery." A trolley line was also run which gave the local people easy access to Chautauqua Park.
The forty acres of land and the indoor coliseum gave the city of Waterloo a decided advantage over other competing cities for the right to host the annual meeting of the Dairy Association. Members of the Waterloo chapter of the Dairy Association were able to convince the officers of the Dairy Association that Waterloo should be selected as the site for the 1912 show. Local businessmen also got involved. They offered prize money and said they would assume all work responsibilities. In 1912 a permanent show site was selected, and ten acres of land was acquired. "A corporation called The Dairy Cattle Congress was formed", and what we know today as the Waterloo Cattle Congress was born.
The very first Cattle Congress was held October 9, 1910. The following quote appeared in the Waterloo Courier editorial section three days after the show began:
Even if you hate cows, abhor bulls, turn your nose up at milk as a beverage, eat your bread without cheese and faint away at the sight of buttermilk, you will be captivated by the magnificent animals at the exhibition.
Endorsements such as this must have had some impact because there was a good turn out of visitors to the Cattle Congress. On its first day the Cattle Congress attracted almost 5,500 people, and in its first year it attracted over 40,000 people to see its exhibits and livestock. Some of the main attractions at this show were high quality milk cows. Now a person probably has to be a dairy farmer to appreciate a good quality milk cow. But most people understand dollar figures: at this show there was a cow displayed that was worth $15,000 dollars. When the wage of the average person might have been $10 dollars per week, it is obvious that this was one high priced cow. The first year was considered a success, and the Cattle Congress even managed to turn a profit of $348 dollars.
Just two years later, however, the Cattle Congress ran into some financial difficulty. A combination of heavy rain and a lack of paved roads made getting to and from the Cattle Congress grounds treacherous. Also in 1912, the city of Milwaukee, Wisconsin, decided to enter the dairy cattle exposition act. It sponsored a show that conflicted with the Waterloo dates, and this made getting premium cattle displays more difficult. Although the Waterloo show lost money in 1912, it was considered the turning point for the show. It was during this show that the U.S. government sent its dairy exhibit intact to a single show. Not even the International Livestock Exposition in Chicago had been given this honor. It was also at this show where the three major political parties took advantage of the huge crowds. The Republicans, Democrats, and Theodore Roosevelt's Progressive (Bull Moose) party all had prominent speakers attend. The Cattle Congress had attracted Speaker of the House Champ Clark who was stumping for Democratic candidate Woodrow Wilson. Iowa Governor G. W. Clarke stumped for President Taft, and Theodore Roosevelt had prominent Waterloo banker Emmons Johnson speak on behalf of his party. Who knows, maybe Roosevelt might have attended himself if a would be assassin had not attempted to assassinate him. As it was, the Cattle Congress had to share headlines with the Roosevelt shooting. But when it appeared Roosevelt would be all right, the Cattle Congress once again took over the limelight.
The 1912 show attracted much attention and as many as 30,000 visitors, but the Cattle Congress still lost money. Although it did not turn a profit, much credit should be given to the show's organizers because they did not let a little adversity set them back. As each year went by, the show kept adding events and buildings in an effort to make it a better exhibition. By 1914 it had built a building big enough to house 650 head of cattle, and it added the Light Harness and Saddle Show. It also added a popular automobile show, in which one of the main attractions was the motor truck. The truck was fast becoming a popular vehicle on farms, and this automobile show allowed farmers to view almost every make and model of truck for that year. It was also during this show that the Cattle Congress management made it clear that it did not want any disreputable side shows.
The management of the Dairy Cattle Congress wish to have it known that they will not tolerate the presence of sideshows, cheap catch-penny exhibitors or shows that are objectionable to the most refined tastes upon the grounds.
1919 was also a big year for the Cattle Congress because the 7000 seat Hippodrome was completed on the grounds. With the added capacity of the Hippodrome three members of the Iowa Belgian Breeders Association, (William Crownover, Dr. T.U. McManus, and Charles Irvine) were able to convince the officers of the National Belgian Horse Show to move their show permanently to the Cattle Congress. As a result of this, more barns were built to house the 300 Belgian horse entries. The addition of the Belgian Horse Show helped the Cattle Congress to attract record 87,000 visitors that year. The Cattle Congress managers wanted the 1919 show to be the best ever, and in most aspects it was. As E.S. Estel, the manager of the Dairy Cattle Congress said himself:
Since the start of the Dairy Cattle Congress the men in charge have given every effort to making it a "different" kind of a show. The secret of its success has been due to the fact that the exhibitor has always been accorded courteous treatment, the premiums offered have always been most attractive and every effort has been made to make visitors feel that their presence is appreciated.
The Cattle Congress was gaining prominence nationwide and things could not have looked brighter for the show.
