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, 2005
Indianapolis, IN
by
James A. Maetzold
Natural Resources Conservation Service
United States Department of Agriculture
202-720-0132
jim.maetzold@usda.gov
Take Home Points
 Definitions
 Tourism Trends
 Challenges
 Economic Impacts
 Leader Roles –
agritourism marriages
 Opportunities
 Agritourism Niches
 NRCS Resource
Material
Goal
Keeping the family on
the farm and the
farm in the family
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
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
Shopping
Go to Beach/River/Lake
Visit Historical Sites
70 %
58 %
44 %
41%
• Culture --93 million travelers or 64
percent of the population (TIA)
Outdoor Recreation
(NSRE Survey 2000-01)
•
•
•
•
•
Bird watching
Hiking
Backpacking
Snow-mobiling
Walking
1982-2000
% Increase
236
196
166
108
91
Number
2000
71m
73m
23m
67m
179m
Outdoor Recreation
(NSRE Survey 2000-01)
•
•
•
•
•
1982-2000
% Increase
Off-road driving
89
Primitive camping
82
Developed camping
76
Downhill skiing
67
Swimming/river
lake/ocean
64
Number
2000
28m
32m
53m
18m
78m
Outdoor Recreation
(NSRE Survey 2000-01)
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•
•
•
•
•
•
•
•
•
Motor boating
Cross-country skiing
Bicycling
Sightseeing
Picnicking
Horseback riding
Fishing
Hunting
Outdoor team sports
Sailing
1982-2000
% Increase
53
51
49
40
38
36
21
13
9
-.9
Number
2000
51
8
84
114
117
22
73
24
17
11
Tourist Characteristics
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•
•
•
•
•
•
•
•
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
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•
•
•
•
•
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
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•
•
•
•
•
•
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
Value-Added Products/Services
Agritourism Enterprise
Diversification
Parties
Pony/Hayrides/Food
Pig Races
Chuck Wagon Camping
Crafts/Food/Fudge/Bakery
Classes/Lessons
Media
Tours
Road Signs
School/Seniors
Guided
Referrals
Unguided
Petting
Farm/
Feeding
CVB Member
Directories/Internet
Festivals
Schools/Organizations
Mazes Haunted PYO B&B Cattle
Fairs
Festivals Corn/Bale House/ Pump Dining Drives
Woods kins
Weddings Trees
Agritourism Enterprises
Farm
Market
Bakery
Ice Cream
Fudge
Education
Schools
Tours
Events
Farm Stays
B&B
Bed and Bale
Product
Processing
Cow/Goat
Preserves
Income
Producing
Opportunities
Dining
CSA
Institutions
Wildlife
Fee Hunting &
Fishing
Fairs
Festivals
Events
Horses
Petting Farm
Goats
Pick Your
Own
Produce/Fruits
Flowers
Specialty
Products
Organic
Natural
Corn Maze
Haunted
Woods/House
Bale Mtns
Rent
Cow
Tree
Flowers
Garden
Income
Producing
Opportunities
Arts &
Crafts
Heritage
Machinery
People
Community
Nature
Hike/Bike
Plants
Birding
Animals
Miniature
Golf
Theme
Park
NRCS RESOURCE MATERIAL
•
•
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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 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