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Agritourism and Alternative Ag - Our Diversity is Delicious

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

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Agritourism and Alternative Ag - Our Diversity is Delicious

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

  2. Agritourism and Alternative Ag - Our Diversity is Delicious 7th Annual National Value-Added Ag Conference June 16-17, 2005 Indianapolis, IN byJames A. MaetzoldNatural Resources Conservation ServiceUnited States Department of Agriculture202-720-0132jim.maetzold@usda.gov

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

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

  5. 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!!

  6. ALTERNATIVE ENTERPRISES • Marketing what you produce differently! • New Enterprise(s) • Value added

  7. 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

  8. AGRITOURISM(Continued) • Products/Services • Agrieducation • Agritainment • Nature Tourism • Consumptive • Non-consumptive

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

  10. 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 %

  11. 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)

  12. 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

  13. 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/ocean64 78m

  14. 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

  15. 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

  16. 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

  17. 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

  18. 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

  19. 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

  20. 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

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

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

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

  24. 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

  25. Tips for Getting Started and Staying on Track • 1. Assess Your Resources • Get Informed • Find Out What Other Entrepreneurs Are Doing • Consult Potential Customers • Research The Market For Your Products • Network • Get Help • Develop A Business and Marketing Plan • Create a Financial Plan • Start Small, Learn From Your Experience, • and Expand the Business

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