Southern Community Development Educators May 19, 2004 Tampa, FL

Partners:
   
Alabama Bureau of Tourism and Travel Alabama Cooperative Extension System Alabama Department of Agriculture and Industries Alabama Farmers Federation Established: June 2003

 Short term – develop and market existing agri-tourism attractions through the Alabama Agri-Tourism Trail  Long term – develop a series of workshops, seminars and publications to assist farmers and entrepreneurs in the development of future agri-tourism attractions.

Activities & Attractions
 Farm tours  Bed & Breakfasts  Roadside stands & markets  U-pick operations  On-farm sales  Festivals or fairs  Agriculture related crafts/gifts  Guided crop tours  Garden/nursery tours  Winery tours  Historical agricultural exhibits  Exotic animal farm  Farm visits & stays  Mazes (corn, hay)               Holiday visits/tours Hay rides Barn dances Petting zoo Photography/painting Camping & picnicking Habitat improvement projects Bird watching Wildlife viewing Hunting dog training & competition Trap & skeet shooting Fee fishing Fee hunting Farm skills/ farm work

Product of the Partnership
 Assessment of existing agri-tourism attractions in Alabama.
 Comprehensive inventory that is updated periodically.
 High quality advertisements (print and web) to promote a single web site to allow tourists to identify agri-tourism attractions that are currently available to travelers.
 Web site that will identify, by category and location, agri-tourism attractions. Key will be keeping the site up-to-date.
 Marketing of Agri-Tourism Trail, including links with Partners’ web sites – links should be prominently featured in each of these web sites.
 Development of a series of workshops, seminars and publications to assist farmers and entrepreneurs in the development of future agri-tourism attractions.
 Certification of attractions on the Alabama Agri-Tourism Trail.

www.AlabamaAgriTourism.com

Alabama Bureau of Tourism and Travel
• Consult in the development of the assessment process.
• Assist in the development of the comprehensive inventory.
• Consult in the development of the web site and approve the final site prior to launching the site.
• Development of advertisement (print and web) to promote the web site • Market the Agri-Tourism Trail – promotion of web site in “Alabama Travel Guide,” etc.

Dept of Ag & Industries
• Consult in the development of the assessment process. • Assist in the development of the comprehensive inventory.
• Consult in the development of the web site and approve the final site prior to launching the site.
• Market the Agri-Tourism Trail – promotion of web site in Department publications, etc.

Alabama Farmers Federation
• Consult in the development of the assessment process. • Assist in the development of the comprehensive inventory.
• Consult in the development of the web site and approve the final site prior to launching the site.
• Market the Agri-Tourism Trail – promotion of web site in agency publications, etc.

Alabama Cooperative Extension System
• Development of a comprehensive state-wide agri-tourism inventory. • Periodic updating of inventory.
• Development of web site with close coordination with the other Partners.
• Maintenance of web site with periodic contact of all listed attractions to ascertain the validity of all entries.
• Market the Agri-Tourism Trail – promotion of web site in Extension publications, etc.

Marketing Strategy
• Very limited marketing resources. • Rely upon existing in-house personnel.
• Utilize agency/organizational web sites.
• Use in-house publications.
• Emphasize direct contact with clients and stakeholders .

Marketing Strategy
• Phase I ○ Web site will initially be marketed toward potential attractions (farmers, entrepreneurs, agri-businesses, etc.) encouraging them to list their attractions as components of the Alabama Agri-Tourism Trail.
○ Require a critical mass of attractions by both categories and geographic areas to have a viable trail to market to tourists.

Marketing Strategy
• Phase II ○ Web site will be marketed to travelers once the comprehensive agri-tourism inventory has been established.
○ Travelers will have additional opportunities to experience the heritage and culture of the local area.
○ Communities will have additional attractions to include in their marketing mix and increase their tourism revenues.

Marketing Strategy Design Compatibility
• Each agency/organization will have the autonomy to market the web site as they desire.
• Intent is to use graphic advertisements that are compatible with the web site.
o ACES designed the web site o ACES also developed a series of four graphic ads of varying sizes in both color and grayscale that have the look of the web site.
o Sizes vary from business card size to 8 1/2 “ x 11”

Marketing Examples

Marketing Examples

Marketing Examples

Marketing Examples

Marketing Examples

Marketing Examples

Marketing Examples

Marketing Examples

Marketing Examples

Marketing Examples

Desired Results of Partnership
• Added revenues for farmers and agri-businesses. • Increased attractions for small communities – develop critical mass of attractions.

Strengths of Partnership
• Shared goals and vision. • Each partner is a strong, state-wide organization.
• Each has a significant role/niche.
• Each has made substantial contributions.
• Strong group ownership – lack of egos.
• Informal, flexible organizational structure .

Weaknesses of Partnership
• Limited funding for the program. • Lack of comprehensive inventory.
• All participation is voluntary.
• Active involvement is limited to a few individuals in each organization.
• Current activities focused on existing attractions.
• Quality control of listed attractions.
• Keeping web site current.

Future Projects
• Expanding listings. • Expand marketing efforts.
• Continued development of web site.
• Workshops and seminars – develop future agri-tourism attractions.
• Publications – address critical issues (liability, marketing).
• Explore certification program.
• Develop a Regional Trail (??).

States with Agri-Tourism Web Sites
• Wisconsin visitdairyland.com
• California • Illinois calatour.org
agritourism.uiuc.edu
• Vermont vtfarms.org
• North Carolina • Tennessee • Kentucky (west) • Alabama ncagr.com/NCproducts/indes.htm
picktnproducts.org/tourism/index.htm
thinkwestkentucky.com
AlabamaAgriTourism.com