The Southwest Florida & Lee County Fair, a tradition for generations, has been rebranded this year as the Southwest Florida Ag Expo to put the spotlight on the youth.

Event spokesperson Miriam Dotson, of the Visitor & Convention Bureau, said they are super excited to rebrand the fair this year with the Ag Expo set from Feb. 29, through March 10 will be a full 10 days of exciting events featuring 4-H, incredibly important, as the program involves the youth, education, and activities.

Other fair favorites will be included as well.

“There will be a midway with rides, creative living events — quilting, knitting and crafting,” Dotson said as they want to pay attention to the arts as well.

Lee County Parks & Recreation Operations Manager Lisa Weaver said after speaking with members of the community after the county took over the fair operation their interest was apparent — showcasing the youth and livestock portion while highlighting the agricultural community. Although there will be midway rides and food, the whole event is for the kids who are really working hard on their projects and showing off their animals, she said.

The change and rebranding of the beloved fair at its centennial has occurred because Lee County Parks and Recreation is leading the efforts this year.

Weaver said they have the best experts in all fields pulling together to make this year’s event the best it can be.

“It’s a different type of event that we are really excited to put on for the community. The best and brightest of Lee County is really working on this,” she said. “We are committed to putting on a quality event that is fun, educational and safe. It provides some things that are new and different and the same nostalgia. It is going to be a great time.”

The expo will also feature exhibits with animals including steer, swine and horses, as well as a petting zoo, live entertainment and differed featured days over the 10 days. Dotson said the expo is also about the traditional events and activities.

Reithoffer Shows Inc., which does numerous events in the state of Florida, is bringing a couple of rides that have not been showcased in the circuit yet to the expo, Weaver said, adding they have been a really good partner, and they are excited to bring something new to the community.

“That is the whole real reason — to showcase these kids, so they feel like the VIPs of the event,” Weaver said.

Another new component of the expo is work to expand parking and overflow parking, which in the past has been one of the biggest challenges.

“We are working on providing additional overflow parking across the street on 31. We are really excited to be able to offer that. All parking on both sides will be free, no parking charges,” she said.

Promotional nights will include:

• Opening Day, Thursday, Feb. 29, gates open at 4 p.m. for $1 gate admission.

• Sensory Friendly Day, Friday, March 1, gates open at 4 p.m. From 4-6 p.m. sensory friendly $0 gate admission and at 6 p.m. regular gate admission.

• Moonlight Magic, Friday, March 1, and Friday, March 8, from 8 p.m. to midnight $30 admission, which includes ride wristband.

• Community Night, Monday, March 4, gates open at 4 p.m. Free admission with three canned food items for Harry Chapin Food Bank, $5 gate admission, $25 ride wristband.

• Senior Day, Wednesday, March 6, gates open at 4 p.m., regular admission, and $5 for 50 years old and older, $25 ride wristband.

• Latin Day, Sunday, March 10, gates open at 11 a.m., regular admission and $40 ride wristband.

The expo will be held at the Lee County Civic Center Complex, 11831 Bayshore Road, North Fort Myers.

For more information visit swflagexpo.com, or follow its Facebook page, SWFL Ag Expo.