10 minutes with… Royal Agricultural and Horticultural Society CEO Will Rayner
This year marks 100 years of the Royal Adelaide Show. Business Insight spoke to the CEO of the organisation that makes the beloved event come together each year.
It’s a milestone year! How has the Show changed over the last century(!)
When the Show moved from its former home on Frome Road to Wayville in 1925, there were real concerns it was too far from the city and that crowds wouldn’t follow. Thankfully, South Australians proved otherwise, and the Show has drawn strong attendance ever since.
Over the last 100 years the Show has certainly evolved, introducing new technology exhibits, entertainment, rides and showbags to keep pace with the times. But what people cherish most are the things that haven’t changed quite as much. The chance to see animals up close, taste South Australia’s best produce, and watch food and fibre compete at their very best remain central to the experience. It’s that blend of tradition and innovation that makes the Show so special.
How does the show embed its heritage into its current offering?
The Royal Agricultural & Horticultural Society of SA, which runs the Royal Adelaide Show, was founded in 1839, just three years after South Australia was proclaimed. Back then, the Show was about food security for a new colony and promoting best-practice farming techniques.
While the event has grown and evolved, that core purpose hasn’t changed. Today, we still celebrate excellence in agriculture through competitions, exhibitions and educational experiences that showcase the very best of the industry. Bringing the ‘country to town’ remains at the heart of everything we do and what keeps the Show both relevant and authentic after more than 180 years.
It’s not all rear-focused, though. What does the show do to maintain relevance for younger crowds?
We put a huge amount of time and energy into making the Show entertaining and engaging for younger audiences. Of course, people immediately think of the rides and showbags (and they’re an essential part of the fun) but there’s so much more to discover well beyond the lights of Sideshow Alley.
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Our schools-based competitions are actually one of the fastest-growing parts of the Show, with more than 40 schools entering sheep, goats, eggs, cattle, technology, art, plants, cooking and more across hundreds of categories.
Add to that our animal nursery, Aggies Farm, night-time entertainment and countless other attractions that are all included in the price of a ticket and there’s no shortage of things for young people to enjoy.
At the heart of it all, our competitions and experiences remain strongly connected to our agricultural heritage, giving younger generations a hands-on understanding of where their food and fibre come from.
What are some highlights on the program for 2025?
Our nightly fireworks are one of the Show’s most loved traditions. This year, to celebrate 100 years at Wayville – and as our gift to the South Australian community – we’re presenting the Southern Lights Spectacular, presented by Drakes.
It’s an extended 30-minute show combining fireworks, pyrotechnics, drones and lasers, creating a breathtaking celebration for the whole family to enjoy.
For the younger attendees, it’s hard to go past Bluey. We have had massive crowds over the last few years, so we made the jump to triple the number of performances in 2025.
I’m also really proud of the growth in our entertainment program. The fact that you can see a Bluey live show or catch an incredible Gluttony Fringe performer, plus a 30 minute fireworks and lights show, all included in your ticket really adds to the value and magic of a day at the Show.
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What’s your favourite Show memory?
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I grew up on a wheat and sheep farm in the Mid North near a small town called Hallett. Some of my earliest and fondest memories are of showing Merino Sheep at the Royal Adelaide Show with my grandfather, father and twin brother. Of course, my grandmother, mother and sister were always there too, so it was a full family affair!
This year’s Show comes during the drought – how does the Show support primary producers during this tough time?
We are thrilled that competition numbers are up this year, despite the drought conditions across much of South Australia. I think this demonstrates the important social benefits that a community event like the Royal Adelaide Show provides, and a real desire for farmers to get together and support each other in tough times.
We will be hosting farmers from across Australia, and we know that for many this is the most important week of their annual social calendar.
It’s not exactly a cheap day out for many families that might be doing it tough during the cost-of-living crisis – how does the Show grapple with this economic reality?
As a not-for-profit organisation, we’re experiencing the same cost-of-living pressures as families, which is why we work incredibly hard to make sure a Show ticket delivers exceptional value. Your ticket unlocks more than 12 hours of entertainment, and we’ve curated a list of over 100 free things to do while you’re here.
The average Showgoer spends more than seven hours on site, enjoying everything from watching a dog show, feeding baby animals in the Learning Centre, catching Bluey live on the Goyder Stage, seeing elite athletes in the woodchop arena, or even milking a cow, before before finishing the day with the fireworks spectacular. All of those experiences are included in your ticket.
To help families get the most out of their visit, we’ve added a Show Planner on our website so people can map out their day and make sure they pack in as much fun as possible.
Undoubtedly, those same cost pressures affect exhibitors and businesses at the Show – how do you support them?
The Show is the largest agricultural Show in Australia on a per-capita basis, and this provides huge benefits for local businesses and employment opportunities for thousands of employees. More than 10,000 people help to put on the Show in a variety of roles – and many of these are paid casual positions.
We welcome more than 400-businesses on site, and for some local charities like the Country Women’s Association, whose business at the Show represent their largest fundraising opportunity for the year.
How does the Show deal with its own rising costs?
Like many community organisations, we balance our own rising costs with those faced by our attendees. We’re fortunate to have the support of our partners, exhibitors, and an incredible army of volunteers, which means we can continue to deliver great value for money to Showgoers.
Our Board is entirely voluntary, our competitions are run by volunteers, and many of the attractions people enjoy at the Show are staffed by volunteers or feature animals and items that have been generously donated. This community spirit is what makes the Show possible.
It also allows the Society to not only stage the Show each year, but ensure that the money that is raised can contribute to our Education Foundation and help to support the many agricultural organisations that rely on us for competitions and events.
What do you think the Show will look like in another 100 years?
I am sure it will be bigger, better and thriving – and South Australian agriculture will be better for it!
