Getting Started in Agritourism - Cornell Cooperative Extension of ...

Getting Started in AgritourismCornell Cooperative ExtensionSouth Central NY Agriculture Program

There are many niche marketopportunities that can easily be targeted ifyou have the right offering that caters totheir interest.Key Ingredients for Success withAgritourism• Evaluate your time and talents andthose of family members who will help• Make sure there is a point person toplan the enterprise• Make sure there is an enthusiastic,energetic person involved that likesinteracting with people• Start with solid, well thought out ideasfor activities you will offer• Plan the activities thoroughly beforeopening• Start small and get feedback• Grow a little each year• Know whom you want to attract andwhat they expect• Tailor promotion to specific audiences• Offer something to see, do and buy• Set goals for income so you canmeasure progress and track costs vsreturns• Minimize all the potential risks, plan foremergencies• Have fun!3

2. Visitor Expectations for an Agritourism DestinationHaving visitors at your farm and adoptinga tourism orientation is likely to take yourfarm in directions you have probablynever considered. There will be times youare “open” or “closed” and may need toenforce those hours by turning potentialcustomers away. There will be expensesfor bathroom facilities and beverageinventory for thirsty patrons. In additionto all the farm chores, there are tasks tokeep the premises in top condition to stayattractive and safe.This chapter provides a list of typicalvisitor expectations for almost anyagritourism destination. After reading it,you will have a better understanding ofwhat visitors are generally looking for. Ifyou know their expectations, you canformulate your plans to meet their needs.In every county, the local Chamber ofCommerce or Tourism Agency office refersvisitors to local attractions. Staff at theseoffices are familiar with the types ofvisitors that come to the county andregion and can provide good advice tofarmers interested in knowing more aboutwhat visitors expect from tourismdestinations.The people who visit your farm are notfarmers and have little understanding offarms in general. However, many visitorswill generally expect the following:• The main farm area is clean andwell-maintained.• The farm has sanitary publicbathrooms with a toilet and sink.• Parking is easy to find andadequate.• Visitor facilities are safe andaccessible for all visitors, especiallysmall children, older adults andpeople with disabilities.• The farm accepts credit or debitcards, particularly if an ATM is notnearby.• The farm meets the visitor’s imageof a farm.Clean and Well-Maintained FarmVisitor AreasMany visitors will not be surprised to seefarm implements and materials aroundthe farmyard, but farm junk and salvageequipment should be removed from thepremises or stored far from visitor areas.Building exteriors should be in goodcondition; a newer coat of paint indicatespride and reinvestment in the farm.Children’s toys and family play areas willattract young visitors, so be sure to keepfamily property separated to avoidconfusion for visitors about where theyare generally permitted to go. Livestockfencing should be intact and labeled toindicate a possible hazard if it iselectrified.The practical effect of maintaining a neatappearance is added labor. Responsibleindividuals in the farm operation should beassigned clean up duty or make a point tohold everyone responsible for their owntidiness. If this seems like a burden,remember that every visitor who turnsaway due to “curb un-appeal” is lostincome for the farm. First impressionshave a huge impact on visitors.Sanitary and Accessible BathroomsFarm bathrooms are typically functionallittle rooms tucked into a back corner ofthe barn, dotted with motorcycle posters,and not really meant for visitors.Farmhouse bathrooms are meant forfamily use. Neither is going to beappropriatefor the public.4

other instructions. (e.g. Make checkspayable to “Willow Valley Farm” andinclude a phone number).The “Look” of Your FarmSince childhood, most non-farmers equatered barns, animals in pastures, blueoveralls, and pitchforks with their idea ofa farm. Many paying tourists will seek adestination that meets that image, toexperience it first hand. Many want to seethe farm they knew in their bedtimestorybook. Agritourism destinations thatmeet this expectation will be rewardedwith plenty of visitors.People in the agriculture industry knowbetter; few modern farms reflect the “ OldMcDonald” image. If you operate amodern orchard, dairy, or horse breedingfacility, you should make it clear from thestart that your operation is not like astorybook farm. Promote your farm as amodern, efficiency-driven business thatintegrates new technology with oldfashionedfarming principles. Avoidprojecting a cutesy image; rather, educatethe visitor about the realities of modernfarming. They have invested time andeffort in getting to your farm and will notappreciatebeing misled by promotionalliterature that does not match theexperience they will have at your farm.Checklist:__ Farm visitor areas and entrances areclearly marked__ Junk and salvage equipment is out-of-sight__ Visitor comfort facilities are cleanedregularly and stocked__ Promotional material projects anaccurate image of the farm__ Visitors can easily determine restrictedareas of the farm__ Hours, days, or season of operation isindicated at the entrance__ Farm accepts credit cards or makescash/check commerce easy__ Parking areas are clearly marked andsafe for visitors__ Barriers for people with disabilities areminimized6

3. Customer RelationsFarms are in the farming business, butagritourism is a people business. Yournew job as an agritourism destination is tohost visitors who will also be customers.The idea is to have them so engaged inyour farm that they will gladly hand overmoney for the experience of visiting yourfarm. This chapter describes ways tomake the visitor experience as good aspossible without a lot of wasted effort andwithout becoming a slave to theenterprise.Day-to-Day Visitor ServiceEach day your agritourism enterprise isopen, you should establish a set ofstandard practices, to make surecustomers will all have a good experience.Before opening:• Make sure road signs and parkingsigns are easy to see• Check bathroom supplies• Sweep up any debris in visitorareas• Check inventory of refreshmentsand sales items (if applicable)During open hours:• Every customer is greeted with asmile, even if it’s has not been aday worth smiling about. Welcomethem to the farm using the farm’sname: “Hi there, welcome to GooseHill Farm.”• Wear name tags or apparel tomake it clear who is part of thestaff at the farm.• Let each customer know you willhelp them with any questionsabout the farm or the tourismactivities they have come for.Customers will usually wait forinstructions, yet some will assumethey know where to go and what todo for fun on your farm.• Stick to the opening and closingyou have posted.• Pay attention to constructivecomments from visitors. Phraseslike “well, we finally found it” hintat the need for better signs.Hours of OperationEven though your farm is probably a 24-hour operation most times, youragritourism entity will have defined hoursand days of operation. Some farms selectjust one weekend each year to hostvisitors, such as for an educational openhouse or farm festival.Visitors appreciate regular business hours,such as “12 Noon - 8 PM, Friday,Saturday, and Sunday” mostly becausethey are easy to remember. Avoidchanging your hours of operationfrequently or posting hours that varygreatly from day-to-day, which canconfuse even dedicated customers.Visitors have become accustomed toseeing a conspicuous sign or flags in frontof wineries and ice cream stands toindicate they are open. It can be tough todetermine whether an agritourismdestination is open just by looking at thefarm from the road, so use similar signs orflags to give a strong visual cue that youare open for their business.Handling Difficult Customers andNaive QuestionsPeople who visit farms are doing so in partbecause they want to learn more. Whatthey do know has come from the eveningnews, children’s storybooks, movies, anddistant memories from family farms theyvisited years ago. Since their knowledgeis limited, they may ask odd questionsabout things that seem obvious to you.7

Each customer is a living and breathingmarketing opportunity for youragritourism operation, so it is important toshow respect and empathy for their pointof view, no matter how naïve theirquestion. Restate their question to start,and then give them a brief answer.Here are some examples:A visitor at a dairy farm points to a field ofoats and asks, “How is your hay growing? ”Farmer: “We do grow hay, and use it tosupplement our grain crops. In fact, thisis a field of oats, one of those grains weuse in our feed. And, by the way, our haycrop is a little short this year, so we mayhave to buy more feed.”At a u-pick apple orchard, a customerasks about picking apples, “I’d like somegreen apples for making pie.”Farmer: “You might enjoy the NorthernSpy apples we will have later in theseason. If you would like, we have a listof our apples and whether they are goodfor baking, sauce, or fresh eatingthroughout the apple season. This way,you can buy the best apples that are inseason for pie-making.”Near a young goat pen, a parent tells theirchild, “All the hornless goats are females,”not realizing both sexes had beendebudded.Farmer: “If you are looking at their horns,it is actually hard to tell which are boysand which are girls. We want them all tobe safe around the feeding pens, so weprevent the horns from growing on boththe boys and the girls, or the bucklingsand doelings as we call them.”It is possible that you will be faced withvery challenging questions from visitorsabout animal welfare, the use of chemicalson crops, animal medications, and othertouchy topics. If someone with anextreme point of view visits your farm,you must realize you will not change theirmind. They have a lot of emotion in theirpoint of view, are not likely tocompromise, and are basically verydifficult to have on the farm. If you findyourself confronted with an extremist onan issue related to your farm, one of theonly decent things you can do is to actconciliatory.Here is an example:A visitor to a dairy farm open houseconfronts the herd manager about taildocking. “You should be ashamed for thepain and mutilation you are causing theseanimals! I am going to call for a humaneofficer to investigate your farmimmediately!”Herd manager: “Sir, I understand yourpoint of view since I am around theseanimals all the time. Tail docking is notillegal and helps to keep our milk supplyclean and safe. Your point is well taken, Ihave thought about this quite a bit myself.In fact, I oversee the process to makesure it is done as well as possible for cowcomfort.”It will take time and practice to become agood people-person. If that is not yourforte, find a family member or employeewho is willing to be a point of contact forvisitors.On the whole, customers will be polite,receptive, and interested in your farm.Nonetheless, there are some that willcreate challenging moments in your day.With good service as a priority, along withinstructionalsigns and a friendlyapproach, you will build positive visitorrelations that result in repeat visitors.8

4. Income Sources in Agritourismportion of the revenue for special eventsAgritourism is being promoted as a way to comes from admission fees.generate additional income for the farm,and there are many highly profitableTourists have become accustomed toagritourism enterprises.paying to participate in events,particularly when there are very uniqueThis chapter describes twelve possiblefeatures they would not normally get toincome sources for farms that aresee.becoming agritourism destinations. Usethese as guidelines for making yourAdmission fees for agritourism rangespecific plans. An agritourism businesswidely, depending on the uniqueness andplan is the best way to show how theextent of the experience – from $1 to $40.income streams and the new expensesThe admission fee is usually scaled wherebalance to provide a profit center.adults pay the standard fee (e.g. $5.00),students and seniors are discounted (e. g.Income sources in Agritourism$4.00), and youth are discountedadditionally (e.g. $3.00 ages 5-12). The1. Admission feestandard admission may have a bonus2. Tour feeamount for additional features (e.g. $2.003. Sales of fresh farm product toextra for an extended vineyard tour).expanded customer baseCustomers appreciate a maximum family4. Sales of processed farm productfee or other group discounts.5. Craft / souvenir sales6. Activity feeOne strategy for leveraging other income7. Class / skill-building feefrom the admission fee is to offer a8. Tasting feecorresponding discount on products9. Facility rentalpurchased. For example, a $5.0010. Show feeadmission fee to a “Dairy Day” on a dairy11. Farm lodgingfarm can entitle the visitor to $3.00 off12. Food serviceany product made by the farm, such ascheese or maple syrup. The farm wouldretain the $2.00 difference and earn morefrom the retail sale, and the customerAdmission Feewould feel like they gained value fromtheir admission fee.An admission fee is charged to participatein events and activities, or tour specialareas of a farm operation, in the sameTour Feeway you pay to enter an amusement park,museum, or sports event. You wouldA tour fee provides the visitor access toprobably not charge admission to a retail the services of a knowledgeable guide orarea (like a farm product shop), but to a at least a guidebook for self-directedmore restricted part of the farm, such as tours. A tourist paying this fee desiresentry to a milk parlor viewing deck. Ainformation about and access to farmgeneral admission fee is usually used inareas restricted to other visitors. Inplace of other fees like tour or activityreturn for their fee, the farm wouldfees.Many agritourism destinations hostevents, on one or several days during thegrowing season. For example, a mapleproducer may host a festival at the startof the season or a sheep farmer may hosta wool spinning and knitting event. Aprovide a ticket or badge indicating theirstatus as a paying participant in the tour.Like the admission fee, the tour fee isusually scaled to different audiences andgroup sizes.Self-guided tours are generally free,however, group tours often involve9

significant staff time to prepare and hostthe tours. Fees may vary with the group.School groups may be charged per childor a flat fee per class. Group tours foradults or families can also be based on thesize of the group. Motorcoach tours willoften negotiate a fee that they build intotheir package and pay a lump sum.and rural antiques. Many agritourismoperators have expanded into gift shopsbut this requires a lot of inventory andmore management. It could be justifiedonce the farm is attracting lots of visitors.A challenge is to make sure the gifts donot become a distraction from the farm,which is the main purpose of agritourism.Sale of Fresh Farm ProductsAlthough it is pretty obvious, part of therationale of having visitors come to a farmis to sell them fresh farm products atretail prices. For example, U-pick farmscharge customers to pick fresh fruits orvegetables, based on volume or weight.With greater interest nationally in localfood sources, there is ample opportunityto invite visitors to buy directly at thefarm.The agritourism entity at your farm isoften intended to expand the customerbase. For example, a maple producermight have stagnant sales of syrup and islooking to boost the number of bottlessold. An agritourism activity like an openhouse during sap season, a woods walk,or a class about maple candy making canexpand the customer base, since there isan additional attraction to the farm. Inmost cases with direct marketing, morecustomers mean more sales.Sales of Processed Farm ProductMany farms have expanded into sales ofvalue-added items. These processedproducts (jellies, pickled products, driedfruit, sauces) are often a better retail itemfor visitors since they can transported withless concern about spoilage or breakage.Sales of these products are enhancedwhen visitors can experience the farmfirst-hand. The relative durability or shelfmakesstability of processed productsthem an easier sell.Craft/Souvenir SalesIn addition to farm product sales, farmowners can capitalize on the sale ofsouvenirs like t-shirts, ornaments, crafts,Activity FeeWhy do some farms have corn mazes?The answer has little to do with boostingcrop sales. A corn maze is a proven wayto collect activity fees from farm visitors.Following are examples of activity feesfarms can charge:• $1 for a handful of crackers to feedthe goats• $2 for hay wagon ride• $15 for a dozen worms, a fishingpole and tackle for an afternoon offarm pond fishing• $15 for an archery course circuit• $20 for a short horse riding session• $4 for a trip through the corn maze• Etc.Class/Skill-Building FeeEducational tourism opportunities are onthe rise because many tourists prefer tostay active and mentally engaged, evenon vacation. Many nearby residents andneighbors will also take advantage ofclasses a farm might host. There are nopractical restrictions on the classes a farmmight offer.Here is a sampling:• Horse farm offers a clinic forfamilies buying a horse for the firsttime• Grain farm has a bread-bakingclass• Fruit farm shows visitors how tomake jam, jelly or fruit syrups• Grape farm hosts a wine makingclass for beginners• Small dairy farm hosts ahomemade cottage cheese makingclass10

• Herb grower hosts a class to makeherb-growing containers or dryingculinary herbs• Vegetable farmer offers a cookingfrom the garden classThe point of hosting a class on the farm isto charge a fee for the experience andexpertise. It is good to relate the classback to the farm for additional salesincome.Tasting FeeFarms that grow or produce a wide varietyof edible products might consider having afee-based tasting experience as part oftheir agritourism income stream. Anorchard might offer samples of unusualpeach and pear varieties, or historicalapple varieties. Since these experiencesare uncommon, the visitor is often willingto pay for the opportunity.In the apple example, the orchardist couldhost a weekend tasting at various pointsin the season. Guests would pay $2 - 5each to taste an array of fruit varietiesthey have never experienced before, orperhaps never heard of. Other farmproducts suitable for tastings includecheese, herbs and edible flowers, melons,heirloom tomatoes, berries, grapes andfarm processed products.Health Department regulations mayrequire that foods for tasting be preparedin a sanitary kitchen and perishable itemsmust be refrigerated.Facility/Grounds RentalAnother way a farm can earn money fromvisitors is by renting out the farm setting.Empty barns can be used for dances,classes, country weddings, familyreunions, birthday parties, churchactivities, meetings, picnic shelters,banquets, and other special events.Rental rates can range from a fewhundred dollars to thousands per day,depending on location and servicesprovided.The use of working farm facilities for non-that documents projections for incomefarm rental really requires a business planand expenses, and how they will balancefor the coming years. Additionally, thebusiness plan will help you think throughany additional services the farm canprovide, like catering, the use of tablesand chairs, food products, and farm tours.One of the most important aspects ofrenting barns and farm grounds for nonfarmuse is cleanliness. Visitors will seeka true barn atmosphere, minus dust,odors, farm noises, mud and “ruralcharacter.” The building must bestructurally sound over every square inch,and should have in-house restrooms forlarge crowds. If food service is planned,running hot and cold water and kitchenfacilities will require a Health Departmentpermit.Show FeeOne way farms earn income from visitorsis charging a show fee. Common inequine competitions, show fees reimbursea farm for expenses to conduct a show orcompetition, plus provide a small profit.The show fee amount varies from farm tofarm, depending on the sophistication ofthe show, expense of equipment andmaterials provided by the farm, and goingrates in similar venues.Craft shows, dog shows, food concessions,or other invited vendors and groups addvariety and interest at a farm festival. Byinviting outside groups, the farm has lessset up involved. A booth fee for vendorsis normal.Farm LodgingAs part of an agritourism enterprise, youmay be considering hosting visitors forovernight or weekend stays. On-farmlodging can be in a cabin, in the farmhouse, or in any structure inspected andapproved for overnight occupancy. Theincome from guest lodging is not going tobesignificant, since there are many11

expenses associated with keeping guestareas clean and sanitary. Farm lodgingshould easily result in a net income, butmake sure personnel are available. If youare a very busy farmer and generally havea hard time keeping up with things, thenyou need to hire someone else to handlethe hospitality end of things.Food ServiceFarm visitors need to eat, especially if youexpect them to stay for any length oftime. Food sales might be an informalsnack (cheese and crackers, donuts, fruit,ice cream) or part of a planned café-stylemeal (sandwiches, wraps, grilled food).Some agritourism destinations operatefull-service restaurants.Like lodging, there are significant foodserviceexpenses related to facilities,inventory, equipment, and labor, but salesshould net a modest income to augmentother sources of income for youragritourism entity.Culinary tourism is becoming a popularpast-time for foodie tourists. Cookingdemonstrations and classes, coupled witha farm tour, dinner and farm lodging,provides a high value experience for afood tourist. Attention to detail isrequired but the result can be delicious.12

5. Agritourism Liability and Questions toClarify With Your InsurerScenarioIn cooperation with a local festival, youoffered to have tourists come up toyour farm for hay wagon rides aroundthe farm. They all pay the $2.00hayride fee, pile on board, and enjoyseeing the cornfield, the barnyard, anda visit to your collection of unusedtractors. One enthusiastic teenagerhams it up by climbing onto an oldtractor for an action photo. The seat ofthe tractor bends down suddenly whilehe climbs onto it, spilling him backwardonto the rusted 3-point hitch. Anothervisitor uses their cell phone, gets anambulance to the farm promptly, andproper medical treatment begins.What now? This could mean thousandsof dollars in expenses and trouble foryour farm if you are found liable for theinjury. It’s going to take a lot ofhayrides to pay this one off, right?Managing risks to prevent incidents atagritourism operations is a very importantconsideration. Although scenarios like theone described above are scary to thinkabout, they should not prevent you frommeeting your farm goals as a tourismdestination.Liability insurance exists to help youmitigate losses in the event of a mishapon the farm. An agritourism operationmay require a separate policy or a rideron your existing farm policy. You mayalso structure your agritourism operationas a separate business entity, thusshielding farm and personal assets fromagritourism business losses.Remember that liability is different than alawsuit. You can still have a lawsuit filedagainst you if someone is seeking a legalremedy to a specific problem. Liability isa determination of who is responsible.In New York State, a person on yourproperty is a trespasser (no legalauthority or permission), a licensee(permission to enter, but not paying), oran invitee (they are compensating you foruse). Agritourism guests who are payingfor their experience on your farm areinvitees. You are obligated to exercise thehighest duty of care toward payingcustomers. Inspect your property forhidden dangers, remove or warn of hiddendangers, keep the property in reasonablysafe repair, anticipate foreseeable dangersand take actions to prevent potentiallyharmful situations. For example,concealed barbed-wire fences, chemicalstorage rooms, deteriorating barn flooring,or inadequate fencing around aggressivefarm animals all pose known orforeseeable hazards to someone who iscompensating you for use of yourproperty. In the scenario describedabove, a barrier or sign warning to stayoff the tractors could have helped preventthe problem.You have many options and approaches tomake sure the visitor areas on your farmare reasonably safe. The first is todesignate a defined farm visitor area withsignage. Use directional signs that clearlyshow a visitor entrance, visitor parking,and other public areas. All other zones ofthe farm should show a conspicuouswarning against unauthorized entry, usingterms like “Staff Only” and “RestrictedArea - No Visitor Entry.”Once the visitor area is designated,inspect the roadway, check fencing,evaluate pedestrian areas, and look forpossible access to hazards like ponds andfarm equipment. To the extent possible,remove anything in the vicinity that couldpose a danger to non-farmers and visitingchildren, who will not inherently knowwhat is hazardous and what is not.Explain to visitors that it is very importantthat they remain in visitor areas onworking farms. U-pick operations have amuch larger area to consider,but visitor13

areas are still restricted to designatedfields and orchards.Talking to Your InsurerInsurer involvement in your agritourismplans should begin when your planningstarts. Most farm insurance agents wantto support your operation, even if theyexpand into agritourism. They will explainwhat is and is not allowed under yourcurrent policy and they should never be“the last to know.” Additional terms ofinsurance can be specified in a rider,which can be used to amend yourcoverage to supplement your basic farmand home policy. You may need acompletely separate insurance policy tocover the agritourism activities.Start the conversation by asking thefollowing questions:• As an insurer, do you understandthe proposed agritourism plans?• To what extent does this policycover product liability, premiseliability, operations, and contracts?Would a $1 million umbrella policycover our farm appropriately, orshould we insure to a higher level?• Are farm employees covered underthis policy?• Would guests have to signanything special to be coveredunder this policy, or would a waiverform be necessary?• Should groups be required to showevidence of insurance?• Is a property inspection necessaryas part of the terms of the policy?If so, what might be inspected?• What coverage levels would yourecommend for liability (product,premises, operations, personal,and contracts)?Separating the Agritourism Entityfrom the FarmAn agritourism operation on your farm isprobably not covered by your existingfarm liability insurance policies. Whetherand how to minimize the exposure of thefarm assets to problems faced by anagritourism enterprise will involve yourinsurance carrier, an attorney, andpossibly business structure filing fees.The decision should be deliberate and withyour full understanding as a farmoperator.One way to manage risk in agritourism isto set up the enterprise as a LimitedLiability Company (LLC). This businessstructure means that contractualobligations and liabilities are incurred bythe LLC, not by the farm or family. Forexample, moneys owed to someone whosuccessfully wins a lawsuit against theagritourism operation extend only to thebusiness assets as part of the LLC.To set up an LLC in New York State, youwill need to prepare, sign and file yourArticles of Organization with theDepartment of State. You are notrequired to have a lawyer involved, butsince it is a binding legal matter, youshould take advantage of professionallegal assistance. Make sure an LLCprovides the appropriate tax managementstrategy; the LLC will need a taxpayeridentification number. The LLC may alsoneed a Certificate of Authority to collectsales tax on taxable items, and licenses toengage in some business practices.You do not have to set up a separate LLCto engage in agritourism. Check with yourinsurance carrier about the best way tomeet your goals from income diversityand risk management.In summary, try not to let fears ofpossible incidents hamper youragritourism plans. Manage the risk bycontrolling visitor access to the wholefarm, working with your insurer, andhavingadequate liability insurance inplace as a backup.14

Checklist__ Agritourism plans are focused onone area of the farm, a visitor area__ Site has bee n inspected for possiblehazards__ Hazards have been removed orfixed__ Warnings and restrictions areposted clearly__ Farm has the appropriate businessstructure in place to manage risk tothe family and farm15

6. Marketing Your Agritourism EnterpriseIf you don’t plan how you will market youragritourism enterprise, it’s like throwing aparty without sending invitations. Andsometimes invitations alone may not dothe trick. A multi-pronged marketing planwill be needed to attract both localcustomers and tourists.Marketing needs to be part of the processof planning the enterprise. It is importantto consider your target market – the kindsof people or groups you want to attract toyour farm operation – right from the get-go. Your target market will impact thelook of your farm and the activities andservices you offer. For example, if youplan to be a pick-your-own farm, thelayout of the farm fields is important. Ifyou want to develop a farm bed andbreakfast, the clientele you are targetingmay want a home-stay experience, butthat does not mean they want to beexposed to your personal clutter;everything should be clean, neat, and intop-notch condition. School groups orscouts may be less concerned with cleanand tidy, but they will want a fun andinteractive experience. Each target grouphas different expectations that you needto consider in planning your operation andfor marketing it. To reach the specifictarget market you hope to attract involvesproper placement of your advertising andpromotion efforts.Most agritourism enterprises are locatedin rural areas, where customers are fewand far between. To be successful atattracting visitors, an agritourismenterprise must become a destination - aplace where regional visitors willintentionally visit. Eventually, visitorsfrom afar will travel with the intention ofvisiting your farm.Becoming a destination farm does nothappen overnight, but it will NOT happenwithout marketing. A key part ofmarketing never to be overlooked is whatthe visitors who come to your farm willsay. If they had a good experience, youcan bet they will be raving about it tofriends and family. And likewise, they willalso rave about a bad experience. So,before opening doors to the public, makesure you have an experience that is goingto create a positive “buzz”. If you are notsure if you are ready for prime time, inviteselected groups to visit. Start with agroup that is familiar and who will behonest. Ask them what they findinteresting about your farm operation andwhat could be improved. Then makethose improvements and delve into yourmarketing plan.Agritourism Marketing Milestones1. Identify your target audiences. Foreach group, list the places and waysyou can reach them. For example,youth may be a major target audiencefor your farm – where can you findyouth? Start by contacting schooldistrict offices to see if you can getpermission to promote school tours.Home schoolers often seekunconventional educationalopportunities for kids; and the way tofind out about them is to search theinternet or ask school guidance staff.Scout groups, sports teams, schoolclubs, local camps, church youthgroups and 4-H clubs are other waysto connect to youth. Marketing toyouth also links you to young parentswho are a great visitor group to target.They love to have a place to take kidsthat offers an educational andentertaining family outing. A colorfulpromotional brochure and cover lettermailed to groups is a good way to startout, and a follow-up phone call is agood way to personalize the approach.2. Define your target area for promotion.A farm agritourism experienceprovides an excellent opportunity forday-trippers so start by focusingmedia outreach in communities withinone hour’s drive of the farm. Targetmajor population centers. Start with aweekend open house to test the drawfrom communities within your targetarea.16

3. Promotion includes press releases andcalendar announcements. Don’t payfor advertising if you can get freecoverage. Farm stories can be writtento address many media angles. Forexample, send an announcementabout your “new” agritourismenterprise to the business editors ofarea papers. Human interest storiesmight include your child’s egg businessor vegetable garden. Become themedia expert on weather’s effect oncrops - call area TV stations and invitethem to your farm to see the applecrop, the giant pumpkins, grapeharvest, etc. Contact food editors tolet them know what’s in season andencourage them to feature recipes forthose products. Most farm events canbe listed free in event calendars foundin papers, on the radio, TV, internetlistings, etc. One story in the paper ora short radio or TV segment is worththousands in advertising dollars. Don’tbe shy about cultivating a relationshipwith the media in your area.4. Advertise selectively to get your nameout. Advertising can be expensive sobe selective with how you spend yourmoney. For example, if you are a newnursery business, many papers have aspecial spring gardening issue toadvertise in. Or for a farm market,place an ad appear on a cooking pageand highlight what is in season freshfrom the farm. Many newspaperspublish summer supplements that listthings to do in the region. List yourfarm agritourism destination in thesesummer papers because both localfolks and visitors pick them up.5. Contact your Community Chamber ofCommerce or County Tourism Agency.This is a valuable connection that youshould make as soon as you startformulating your agritourismdestination plans. Your local tourismprofessional can tell you about thekinds of visitors that come to the area,share ideas for marketing, advise youon how to develop your visitorexperience so that you meet theirexpectations. They will also includeyour farm in county tourismbrochures, on websites, and marketyour destination to travel writers, hookyou up with tour groups and promoteyour farm at travel trade shows.There may be a few associated withsome of these services. Agritourismcombined with eco-tourism, edutourismor culinary tourism is hot…somake sure you make the tourism officeyour first stop for promotionalassistance. Regional tourism agenciesare another resource that offer similarservices to members.6. Build your marketing image andpresence. This includes: developing alogo and unifying marketing themethat captures your standards and whatyou have to offer. Creating a colorful,eye-catching rack card that can beplaced in tourism offices and at othertourism outlets in the area and mostimportantly, develop a website. Thesedays, travelers search the web forplaces to visit. If you do not haveyour own website, at minimum have apage on your county tourism site if itis offered.7. Other free outlets to list your fa rm:One place to make sure you are listedis NYS Dept. of Agriculture guides.Touch base with your countyCooperative Extension office as theyoften get calls from groups orindividuals who want to visit farms.They may also publish listings of youbusinesspick farms, farm markets, andagritourism destinations, and may belooking for a farm where they can hosteducational events. Also, extensionstaff can help you withplanning and marketing ideas for youragritourism enterprise. Additionally,they may be able to provide you withmedia listings so you don’t have tocreate your own list.8. Participate in community events. Itmay cost a fee to set up a table at a17

community festival or othercommunity event, but reach out andtake part. A booth that promotes yourbusiness, features products you haveto sell, provides a discount coupon forfarm products sold at your farm are allgood ways to get exposure. When youare first getting started, getting out inthe community is a good idea.9. Signage is a great investment topromote your business. A sign withthe farm name, hours, days andseason of operation is acommunication tool for all to see thatpass by. A permanent year-round signwith your season of operation providesa year-round reminder to come backwhen you are open. A seasonal ortemporary sign is not as effective.Check the signage ordinance in yourcommunity for placement and sizerequirements. In addition to a sign atthe farm, the other place for a sign isthe main roads leading to the farm.Placement may be an issue and youshould find out what the rules are.Your State Department ofTransportation may have anagricultural signage program forposting Tourist Oriented Directional(TOD) signs in rural areas.10. Putting it all together in a plan. Asyou can see, it takes some effort to domarketing outreach but it will pay off.All of the strategies you plan to use topromote yourself should be organizedinto a marketing plan that includes:who your target market is, where andhow you will reach them, yourpromotion and advertising plan for theyear, and a list of the connections youneed to make to get your name infront of the public. Take time to planout the whole year in the fall andwinter prior to the next season.Generate the ideas for press releases,write the stories, do the outreach toget yourself listed in county brochuresbecause if you wait till the growingseason, you will have missed thedeadlines and won’t have the time toinvest in promotion. Planning yourpromotion should be a fun andcreative exercise that will be rewardedif you take the time to do it inadvance. You don’t have to hire amarketing agency and spend a lot ofmoney. Check in with your countyCooperative Extension, Chamber andTourism staff for assistance. For a listof helpful contacts, see the appendixlisting.18

7. ARE YOU READY TO HOST VISITORS AT YOUR FARM?Agritourism Enterprise ChecklistSECTION 1: PERSONAL ASSESSMENTBusiness Qualities Yes NoI am motivated to take on a new enterpriseI have managed a business beforeI have a business plan for my current enterpriseI will write a business plan for the new agritourism enterpriseI keep good production and finance recordsI am willing to take risksOther experiences and qualities that apply to this new venture:NeedsImprovementPersonal Qualities Yes NoI am a good planner/organizerI have creative ideasI have a high level of energy and contagious enthusiasm for what I doI enjoy doing new thingsI follow through on what I startI enjoy interacting with a variety of peopleI like to show people my farming operationI don’t mind people wandering around my farmOther personal qualities that apply to this new venture:NeedsImprovementSkills Yes NoBusiness planningMarketingArt/DesignAdvertising/public relationsMedia experience, writing/radioTeachingCrafts (list):Other skills you have that will come in handy:NeedsImprovementTime AssessmentHow much free time do you have per week? _____ Hours/week19

How much time are you able to devote to this new venture? _____ Hours/weekSECTION 1: PERSONAL ASSESSMENT, ContinuedAre the members of your family supportive of this new venture? Yes No Not sure (If so, it’s time to talk!)Family Roles & SkillsFamily Member Roles Skills/Qualities1)AvailableTime(Hrs/wk)2)3)4)5)20

SECTION 2: EXPERIENCE HOSTING VISITORSVisitor ProfileDescription of Visitore.g., women’s clubs, 40-50 years old, middle incomeWhat Do You Offer Them?Where Do Visitors Come From?% List CommunitiesWithin 10 milesWithin 10-20 milesWithin 20-50 milesWithin 50-100 miles100 miles +Total Individual Visitors/Year: ______Total Groups Hosted/Year: ______21

SECTION 3: FARM FACILITIESFIRST IMPRESSIONS Yes NoFinding the FarmAre there road signs at key intersections to direct visitors from main roadsto the farm?Upon ArrivalIs there a well placed farm sign?Is it easy to find the driveway entrance?Is there good visibility to allow customers to enter and exit safely?Is there a logical one-way traffic flow?Farm ImageIs the first impression of an approaching visitor a favorable one?Has the farm atmosphere been preserved?ParkingIs it easy to figure out where to park?Is there signage directing you to parking areas?Are there barriers defining the parking area?Is it easy to park once you find the parking lot?Are parking slots marked?Is there adequate space to pull in/out?Condition of Farm Lanes and Parking LotsRelatively smooth?Free of potholes?Free of mud?Gravel to keep down dust?Paved for ease of walking?LandscapingMowed lawn areasNicely landscaped groundsAttractive flower beds and containersOutdoor DisplaysAre displays blocked from customer view by cars or other objects?Is interesting or antique farm equipment used?Are there places to sit – picnic tables/pavilion/benches?Is there a designated children’s area?Are there signs with instructions/information?Outdoor HazardsAre there junk piles?Have tripping hazards been eliminated?Is farm equipment out of harms way?Are farm chemicals locked up out of site?Are fuel tanks, pumps locked up?Are manure pits fenced?Are ponds fenced?NeedsImprovement22

SECTION 3: FARM FACILITIES, ContinuedANIMAL FACILITIES Yes NoNeedsImprovementAre pasture/paddocks fenced?Are electric fences marked?Is there double fencing to keep people away from animals?Are manure levels in barns and paddocks under control?Are booties or footbaths provided where needed for sanitation and diseaseprevention?People hygiene – Is there soap/water, antiseptic hand lotion/wipes?Is there signag e to instruct people how to behave aroun d animals (what isacceptable and what is not)?Is public access to animal paddocks/barns limited for safe managemen t?BUILDINGSBuilding 1 Building 2 Building 3Building current use or potential use. Describeeach building and its condition.Handicap accessExterior condition:- nicely painted- in good repairBuilding interior:- Entrance clearly marked- Doorway wide enough (double doors)- Floors are smooth, level- Bright, clean, well lit- Hazards eliminated- Clutter under control/out of view23

SECTION 4: RETAIL FACILITIES Yes NoLayoutCan customers see over displays?Can customers find the checkout?Are displays positioned for maximum exposure?Do high demand items draw people into the store?Are impulse items located near checkout?Retail Display EquipmentSimilar construction/style/vintageSturdy, safe, free of nails or splintersAttractive DisplaysArranged well, appealing, overflowing, good use of contrast and colorVariety of sale unit sizes to meet shopper needsNice packagingOnly high quality products on display (well maintained)Related items being sold (e.g., salad dressing with salad greens)Displays changed periodically/seasonallyDecorationsIs there a predominant theme? Describe look:NeedsImprovementIs there consistency among decorations? (i.e., all antiques, all farmrelated, photos of farm scenes, etc.)Are tablecloths, curtains, etc. made of similar fabric, complementary colors?SignageIs letter type consistent?Are the colors consistent?Use of farm logo in signage?Varietyof signage (check all that apply): Info signs Product signs Price signsCustomer Convenience (check all that apply) Shopping basket/carts Credit cards Tasting Recipes Bathrooms Seating areas Guest books Newsletter Ordering info Brochure with hours Visitor information/nearby attractions24

SECTION 5: CUSTOMER SERVICE/HOSPITALITYPERSONNEL Yes NoAppearance is neat and clean. Wearing farm shirts and/or name tagsGreet customerHelpful, courteous, cheerful, professional, enthusiasticWell informed about the farm and farm productsNot overbearingEngaging: Ask where are you from, how did you hear about farm, etc.Know about other things to do in area; make helpful recommendations;provide directions.NeedsImprovementSERVICES OFFEREDList all the things visitors can see at your farm.List all the things visitors can do at your farm.List all the things visitors could buy at your farm.Activities available to visitors ANYTIME they visit:1.2.3.4.5.Activities that must be PRE-ARRANGED:1.2.3.4.5.TOURS OFFERED Yes NoAre they well planned and delivered?Can they be tailored to groups’ interests?NeedsImprovementName of Tour Time it Takes Target Audience25

SECTION 5: CUSTOMER SERVICE/HOSPITALITY, continuedEVENTS/FESTIVALSFestival NameMonthHeldPurposeHow many people doyou want to attend?LODGING OFFERINGSNumber ofType of Lodging (e.g., B&B, cabins, lodge, camping) rooms/beds/spaces Price RangeSERVICES OFFEREDBreakfastLunchDinnerFarm tourHands-on farm experiences.Describe:26

SECTION 6: NATURAL AREAS INVENTORYAre these a reso urce for visitors?- Ponds Yes No Could be developed- Woods Yes No Could be developed- Hiking trails Yes No Could be developed- Scenic views Yes No Could be developed- Hunting Yes No Could be developed- Fishing Yes No Could be developed- X-Country skiing Yes No Could be developed- Bike trails Yes No Could be developedDescribe what would be involved in developing these resources.Resource1)Improvements2)3)4)5)6)27

8. Agricultural Tourism Publications and Web Resources“Agritourism in New York: A Market Analysis,” Duncan Hilchey and Diane Kuehn. Availablefrom http://www.nysgextens ion.org/tourism/tourism/agritou.htm; several other documentscan be found via this link.Agritourism in New York State, Opportunities and Challenges in Farm-based Recreation andHospitality, Duncan Hilchey, 607-255-9832. (May be out of Print)Agriculture Innovation Center - Missouri Department of Agriculturehttp://www.mda.mo.gov/AgBusiness/resources/agritourism.htm 1-866-466-8283This site has a fairly comprehensive list of resources some of which you can access fromtheir site - some of the resources on their list that I found most useful are listed below.Agritourism, Virginia Tech, Publication Number 310-003, 2001. Available on line at:h ttp://www.ext.vt.edu/pubs/agritour/310-003/310-003.htmlAgritourism and Nature Tourism in California, Hillary George, Ellen Rilla, U. of California Ag& Natural Resources Publication 3484. Available from UC Davis Small Farm Center - (530)752-8136. http://www.sfc.ucdavis.edu/agritourism/agritour.htmlA Primer on Agritourism and Ecotourism Start Ups and Managem ent, Desmond Jolly.Available from UC Davis Small Farm Center - (530) 752-8136.http://www.sfc.ucdavis.edu/agritourism/agritour.htmlThe Center has published a series of very practical agritourism operation fact sheets. Manyuseful titles. Check them out.Marketing on the Edge, A Marketing Guide for Progressive Farmers. Available from theCanadian Farm Business Management Council, 888-232-3262 or www.nafdma.com - lookunder publications in bookstore.North American Farmers' Direct Marketing Associat ion (NAFDMA)www.nafdma.com -- 1-888-884-9270This is the number one organization promoting Agritourism and Farmer to Consumer DirectMarketing. Annual Conferences and tours focus heavily on entertainment farms andagritourism destinations. For exposure to a world of opportunities - attend their annualconference/tour.Reap New Profits: Marketing Strategies for Farmers and Ranchers . Available fromS ustainable Agricultural Network, www.sare.org/san/htdocs/pubsSell What you Sow! The Growers’ Guide to Successful Produce Marketing, by Eric Gibson,1994. New World Publishing, 503-823-3886, www.nwpub.netThe New Agritourism, Hosting Community and Tourists on your Far m, by Barbara BerstAdams, 2008. New World Publishing, Auburn CA, www.nwpub.netATTRA - National Sustainable Agriculture Information Centerwww.attra.ncat.org -- 1-800-346-914028

ATTRA has an extensive list of publications if you have not discovered them, you will findmany useful titles. Look for the publication: Entertainment Farming and Agri-Tourism -Business Management Guide - this is a good overview of what is involved.USDA-NRCSwww.nrcs.usda.govThey have a publication entitled Alternative Enterprises and Agritourism (not accessible viathe web). Check with your county/regional NRCS office and ask them to get you a copy.Jane Eckert, Eckert Agrimarketingw ww.eckertagrimarketing.com1-314-862-6288 or email EckertAgriMkting@aol.comJane has several publications on promotional strategies, is available for consultation and isnow offering farm webpage design services.The Legal Guide for Direct Marketing, Neil Hamilton. Drake University Agricultural LawCenter, 515-271-2065.County and State Tourism Offices – be sure to contact the local tourism office our Chamberof Commerce for assistance with your agritourism enterprise. State offices often haveadditionalresources and professional advice.29

For MoreInformation ContactMonika RothAgriculture Development &Marketing SpecialistCornell Cooperative ExtensionSouth Central NYAgriculture ProgramIthaca, NY 14850mr55@cornell.edu607.272.2292Mary Jeanne PackerExecutive DirectorNY State Maple FoundationPO Box 210, 124 E. 4th St.Watkins Glen, NY 14891mjpacker@nysmaple.com607.535.9790Photos provided by the Cornell CooperativeExtension, NY Farms!, and the New York StateMaple Producers Association.

About the ProjectIncreasing Farm Profitability throughAgritourism Product Developmentand MarketingThe project objective is to provide toolsto help farmers: (1) determine whetheran agritourism enterprise fits with afarm’s core business and at what cost;(2) prepare business and marketingplans; (3) assess and manage therisk of farm visitors; (4) comply withlocal, state and federal regulations;(5) leverage promotional activitiesof tourism and other agencies andorganizations; (6) develop and delivereffective media tools; and (7) make useof technical assistance opportunities.