At the time, there was an idea of a “New Woman” who was more progressive and advanced intellectually as well as sexually. This idea of a “New Woman” related to the overarching theme of the fair, modernity and progress. In efforts to promote the fair and safety of the city, fair organizers used the “New Woman” as an advertising tactic and proof that San Francisco was an evolving and safe environment for tourists. During the fair, women could be seen posing with agriculture from around the state in celebration of California's produce. All the women were young, beautiful white women who were often the highlight of newspaper articles and events. This use of women presented the idea that they were only useful for their beauty but failed to appreciate their intellectual capacity and physical abilities.