Agritourism and Alternative Ag - Our Diversity is Delicious James A. Maetzold

Agritourism and Alternative Ag - Our Diversity is Delicious 7 th Annual National Value-Added Ag Conference June 16-17, 2005 Indianapolis, IN by James A. Maetzold Natural Resources Conservation Service United States Department of Agriculture

Take Home Points  Definitions  Tourism Trends  Challenges  Economic Impacts  Leader Roles – agritourism marriages  Opportunities  Agritourism Niches  NRCS Resource Material

Keeping the family on the farm and the farm in the family Goal

As Times Change need to use resources differently!! And Agritourism Visitors are looking for many alternatives. You need to give them choices to keep them coming!!

ALTERNATIVE ENTERPRISES Marketing what you produce differently! New Enterprise(s) –Value added

AGRITOURISM Inviting the public onto your farm or ranch A set of activities that occur when people link travel with the products, services and experiences of agriculture Agritourism is selling the Agricultural Experience

AGRITOURISM (Continued) Products/Services Agrieducation Agritainment Nature Tourism –Consumptive –Non-consumptive

SOME TRENDS Tourism Trends—National Survey on Recreation and the Environment, and Tourism Industry Association of America

AGRITOURISM (NSRE Survey) 63 million people visited farms(over 16 years) (20 million school children not counted) Spend an average of $45.00/person Travel an average of 80 miles Enjoy rural scenery86 % Learn Food Source71 % Watch/Participate64 % Pet a Farm Animal-low11 % Hay Ride/Corn Maze-low 4 %

OTHER RURAL SURVEYS (TIA and NASS Surveys) Dining 70 % Shopping 58 % Go to Beach/River/Lake44 % Visit Historical Sites41% Culture --93 million travelers or 64 percent of the population (TIA)

Outdoor Recreation (NSRE Survey ) Number % Increase2000 Bird watching236 71m Hiking196 73m Backpacking166 23m Snow-mobiling108 67m Walking m

Outdoor Recreation (NSRE Survey ) Number % Increase2000 Off-road driving89 28m Primitive camping8232m Developed camping7653m Downhill skiing6718m Swimming/river lake/ocean6478m

Outdoor Recreation (NSRE Survey ) Number % Increase2000 Motor boating5351 Cross-country skiing51 8 Bicycling4984 Sightseeing40114 Picnicking38117 Horseback riding36 22 Fishing2173 Hunting1324 Outdoor team sports 917 Sailing -.911

Tourist Characteristics Adventure and experiences Shorter vacations Closer to home More family trips Packages Heritage and culture Returning to “roots” Food trends—local, fresh, diet change Dining and Shopping

What Does This Data Tell Us!!  Enjoy the landscape—farm, rural, nature  Enjoy water based activity  Learn/Authentic/History/Culture  Experience—sell the agricultural experience  Hiking/Walking  Shopping/Dining  Family activity

Agritourism Challenges Insurance –State activities State laws passed –Industry sources Marketing –Partnerships Other entrepreneurs Tourism organizations –Lack of knowledge/experience –Join new organizations Local/State/National Organization

Local Leaders Roles Forming partnerships w/tourism & business Workshops Field days Facilitate marketing groups/events Identify public needs/interests Consumer/institutions/public ag connection –Markets –Education of public Innovative leaders

Economic Impact $936 reduction in taxes (each taxpayer) due to tourism (TIA-2002) Hawaii—Agritourism Income- $32 million in 2003 Vermont– Agritourism Income- $20 million in 2002 New York—Agritourism Income- $211 million in 1999 Agritourism Entrepreneurs –Employment examples

Agritourism Potential Fastest tourism growth area Two-thirds of activity in fall Room for expansion rest of year Education—need and role Anything goes—plastic to natural Listen to your customers Remove blinders, think broadly, be different

Agritourism Enterprise Diversification Agritourism Enterprises Petting Farm/ Feeding Education Heritage Fairs Festivals Weddings Mazes Corn/Bale Trees Haunted House/ Woods PYO Pump kins B&B Dining Cattle Drives Value-Added Products/Services Unguided Tours School/Seniors Parties Pony/Hayrides/Food Pig Races Chuck Wagon Camping Classes/Lessons Road Signs Media Schools/Organizations Festivals Directories/Internet Referrals CVB Member M a r k e t i n g Guided Crafts/Food/Fudge/Bakery

Income Producing Opportunities Fairs Festivals Events Horses Petting Farm Goats Wildlife Fee Hunting & Fishing Dining CSA Institutions Education Schools Tours Events Farm Market Bakery Ice Cream Fudge Farm Stays B&B Bed and Bale Product Processing Cow/Goat Preserves

Income Producing Opportunities Nature Hike/Bike Plants Birding Animals Miniature Golf Theme Park Heritage Machinery People Community Arts & Crafts Corn Maze Haunted Woods/House Bale Mtns Specialty Products Organic Natural Pick Your Own Produce/Fruits Flowers Rent Cow Tree Flowers Garden

NRCS RESOURCE MATERIAL Resource Manual Taking the First Step-Resource Evaluation Guide Four Information Sheets Three Technical Notes Directory of People Success Stories CD contains above plus funding sources/resources/business planning guide Brochure altenterprise

1. Assess Your Resources 2.Get Informed 3.Find Out What Other Entrepreneurs Are Doing 4.Consult Potential Customers 5.Research The Market For Your Products 6.Network 7.Get Help 8.Develop A Business and Marketing Plan 9.Create a Financial Plan 10.Start Small, Learn From Your Experience, and Expand the Business