Agritourism and Alternative Ag -Our Diversity is

Delicious

James A. Maetzold

Agritourism and Alternative Ag -Our Diversity

is Delicious

7th Annual National Value-Added Ag Conference

June 16-17, 2005Indianapolis, IN

byJames A. Maetzold

Natural Resources Conservation ServiceUnited States Department of Agriculture

202-720-0132jim.maetzold@usda.gov

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 2000-01(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 scenery 86 %• Learn Food Source 71 %• Watch/Participate 64 %• Pet a Farm Animal-low 11 %• Hay Ride/Corn Maze -low 4 %

OTHER RURAL SURVEYS(TIA and NASS Surveys)

• Dining 70 %• Shopping 58 %• Go to Beach/River/Lake 44 %• Visit Historical Sites 41%

• Culture --93 million travelers or 64 percent of the population (TIA)

Outdoor Recreation(NSRE Survey 2000-01)

1982-2000 Number

% Increase 2000• Bird watching 236 71m• Hiking 196 73m• Backpacking 166 23m• Snow-mobiling 108 67m• Walking 91 179m

Outdoor Recreation(NSRE Survey 2000-01)

1982-2000 Number

% Increase 2000• Off-road driving 89 28m• Primitive camping 82 32m• Developed camping 76 53m• Downhill skiing 67 18m• Swimming/river

lake/ocean 64 78m

•

Outdoor Recreation(NSRE Survey 2000-01)

1982-2000 Number % Increase 2000• Motor boating 53 51• Cross-country skiing 51 8• Bicycling 49 84• Sightseeing 40 114• Picnicking 38 117• Horseback riding 36 22• Fishing 21 73• Hunting 13 24• Outdoor team sports 9 17• Sailing -.9 11

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, natureEnjoy water based activityLearn/Authentic/History/CultureExperience—sell the agricultural

experienceHiking/WalkingShopping/DiningFamily 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

PettingFarm/Feeding

Education Heritage

Fairs FestivalsWeddings

MazesCorn/Bale Trees

Haunted House/ Woods

PYOPumpkins

B&BDining

CattleDrives

Val

ue-A

dded

Pro

duct

s/S

ervi

ces

Unguided

ToursSchool/Seniors

PartiesPony/Hayrides/Food

Pig Races

Chuck Wagon Camping

Classes/Lessons

Road Signs

Media

Schools/OrganizationsFestivals

Directories/Internet

Referrals

CVB Member

Marketing

Guided

Crafts/Food/Fudge/Bakery

IncomeProducing

Opportunities

Fairs FestivalsEvents

HorsesPetting Farm

GoatsWildlife

Fee Hunting &Fishing

DiningCSA

Institutions

EducationSchoolsToursEvents

Farm MarketBakery

Ice CreamFudge

Farm StaysB&B

Bed and BaleProduct

ProcessingCow/GoatPreserves

IncomeProducing

Opportunities

Nature Hike/Bike

PlantsBirdingAnimals

MiniatureGolf

Theme ParkHeritage

MachineryPeople

Community

Arts &Crafts

Corn MazeHaunted

Woods/HouseBale Mtns

SpecialtyProductsOrganicNatural

Pick YourOwn

Produce/FruitsFlowers

Rent CowTree

FlowersGarden

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• www.nrcs.usda.gov/technical/RESS/ altenterprise

1. Assess Your Resources2. Get Informed3. Find Out What Other Entrepreneurs Are Doing4. Consult Potential Customers5. Research The Market For Your Products6. Network7. Get Help 8. Develop A Business and Marketing Plan9. Create a Financial Plan10.Start Small, Learn From Your Experience, and Expand the Business