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AManualtoGuideAgri‐tourismDevelopmentinBritishColumbia:January,2017
BRITISHCOLUMBIAMINISTRYOF
AGRICULTURE
FARMDIVERSIFICATIONTHROUGHAGRI‐TOURISM
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
FarmDiversificationthroughAgri‐tourism:Guidebook
ApublicationoftheBritishColumbiaMinistryofAgriculture
Copyright2017
Authors:
Dr.NicoleL.Vaugeois,BCRegionalInnovationChairinTourismandSustainableRuralDevelopment,VancouverIslandUniversity
ShannonBence,MA,Researcher‐FacultyofManagement,VancouverIslandUniversity AnnaRomanova,MA,Researcher–FacultyofManagement,VancouverIslandUniversity
Photography:
Credits–LesleyLorenz,IslandFarmandGardenMagazine
Copiesofthismanualcanbeobtainedbycontacting:
BritishColumbiaMinistryofAgriculture,AgriServiceBCPhone:1‐888‐221‐7141
Website:www.gov.bc.ca/agriservicebc
Acknowledgements:
TheresearchteamwouldliketoacknowledgethecontributionsmadebyourreviewersincludingKatyandJohnofAlderleaFarmintheCowichanValley,HeloiseDixonWarrenofMooseMeadowsFarminQuesnel,andLesleyLorenzofIslandFarmandGardenMagazine.
FundingforthisprojecthasbeenprovidedbytheGovernmentsofCanadaandBritishColumbiathroughGrowingForward2,afederal‐provincial‐territorialinitiative.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Contents Introduction...............................................................................................................................................................................................................5
Chapter1:Whatisagri‐tourism?......................................................................................................................................................................9
Agri‐tourismdefinition....................................................................................................................................................................................9
Whatisagri‐tourism?..................................................................................................................................................................................9
TypesofAgri‐tourismActivities................................................................................................................................................................11
Benefitsofagri‐tourism............................................................................................................................................................................11
Potentialcostsofagri‐tourism...............................................................................................................................................................13
Chapter2:Whoareagri‐tourists?..................................................................................................................................................................14
TypesofAgri‐tourists.....................................................................................................................................................................................15
Findingoutaboutyourvisitors’interestsandmonitoringtheirexperience..........................................................................16
Chapter3:Whatistheproductthatispurchasedinagri‐tourism?.................................................................................................18
Experiencesvs.products...............................................................................................................................................................................18
Chapter4:Wouldagri‐tourismworkforyourfarm?.............................................................................................................................21
Factorsforsuccessinagri‐tourism...........................................................................................................................................................21
Agri‐tourismSuccessStories..................................................................................................................................................................23
Chapter5:EvaluatingyourResources&Assets.......................................................................................................................................27
Regulations&Logistics.............................................................................................................................................................................27
Land&space..................................................................................................................................................................................................29
Surroundingamenities..............................................................................................................................................................................29
Presenceofotheragri‐tourismoperators.........................................................................................................................................30
Humanresources.........................................................................................................................................................................................30
Financialresources.....................................................................................................................................................................................31
Chapter6:Determiningthelevelofinvestmentinagri‐tourism......................................................................................................32
Kneedeep:Placingproductsinfrontofvisitors..................................................................................................................................33
CaseStudy:StonyMountainFarm........................................................................................................................................................34
Waistdeep:Invitingpeopletoyourfarmforadayexperience....................................................................................................35
CaseStudy:SaltwestNaturals................................................................................................................................................................36
Neckdeep:Invitingpeopletoyourfarmforanovernightexperience......................................................................................37
CaseStudy:AveleyHeritageSheepRanch:.......................................................................................................................................38
Chapter7:Ensuringthesafetyofyourvisitors:Riskmanagement.................................................................................................40
Riskmanagement.............................................................................................................................................................................................40
Riskstovisitors............................................................................................................................................................................................40
Riskstothefarm..........................................................................................................................................................................................41
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Chapter8:Gettingyouragri‐tourismbusinessinfrontofpotentialvisitors...............................................................................43
Understandingthetourismmarketingworld......................................................................................................................................43
Promotionaltools.............................................................................................................................................................................................46
Web‐basedmarketing................................................................................................................................................................................46
Socialmedia...................................................................................................................................................................................................47
Printpublications:.......................................................................................................................................................................................49
Circleroutes...................................................................................................................................................................................................50
Specialevents................................................................................................................................................................................................50
Chapter9:Designinganddeliveringmemorableexperiences...........................................................................................................52
Preplanning:Stagingtheexperience........................................................................................................................................................52
Deliveringtheexperience.............................................................................................................................................................................54
CustomerService.........................................................................................................................................................................................54
Staffandvolunteermanagement..........................................................................................................................................................54
EvaluatingtheExperience............................................................................................................................................................................54
Resources..................................................................................................................................................................................................................56
NetworkingandPartnerships................................................................................................................................................................56
GrantingOrganizations&FinancialResources...............................................................................................................................59
ResearchReports,Manuals,andHow‐toGuides............................................................................................................................60
LabourResources........................................................................................................................................................................................62
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Introduction BritishColumbia’sagriculturallandscapeisundergoingmanysignificantchangesduetoglobalization,advancementsintechnologyandashiftinconsumerdemands.Thesechangesareforcingfarmerstoadapttonewrealitiesandcontemplatestrategiestokeeptheirfarmsviable.
Atthesametime,excitingopportunitieshaveemergedforfarmers.Forexample,consumerdemandforaccesstolocallygrownfoodisincreasingi.Overthelastdecade,thenumberofBCfarmers’marketshasgrownfromnineteentooverahundredandtwentyfiveii.Similarly,challengesassociatedtomassurbanizationarebecomingmorerecognizedbypeoplelivingincities.Manyfindthemselvesdisconnectedfromthenaturalworld,theirfoodsupplyandlocalbusinesses.Thisisresultinginpeopleseekingrefugeinruralareasforrecreationexperiencesandovernightgetaways.Thistrend,ifrecognizedbyfarmers,couldbeusedtocreatenewrevenueforagriculturethroughagri‐tourism.
InBC,agri‐tourismisdefinedas1:atouristactivity,serviceorfacilityaccessorytolandthatisclassifiedasafarmundertheAssessmentAct.Theseactivitiesmayinclude:
(a) anagriculturalheritageexhibitdisplayedonthefarm;(b) atourofthefarm,aneducationalactivityordemonstrationinrespectofallorpartofthefarming
operationsthattakeplaceonthefarm,andactivitiesancillarytoanyofthese;(c) cart,sleighandtractorridesonthelandcomprisingthefarm;(d) activitiesthatpromoteormarketlivestockfromthefarm,whetherornottheactivityalsoinvolves
livestockfromotherfarms,includingshows,cattledrivingandpettingzoos;(e) dogtrialsheldatthefarm;(f) harvestfestivalsandotherseasonaleventsheldatthefarmforthepurposeofpromotingormarketing
farmproductsproducedonthefarm;(g) Cornmazespreparedusingcornplantedonthefarm.
Simplyput,agri‐tourismistourismthatsupportsagriculturalproduction.Ithasbeenshowntobeoneofthemosteffectivediversificationoptionsforfarmersiii.Integratingagri‐tourismsuccessfullyintoafarmrequiresfarmerstorethinktheirproductofferingsandinteractmoredirectlywiththeircustomers.
Thepurposeofthismanualistoprovidestep‐by‐stepguidanceforfarmerswhoareinterestedinengaginginagri‐tourism.Itpresentsanumberoftoolsandstrategiestodesignandcreatememorablefarm‐basedexperiencesthatcanattractandsatisfyvisitors.Theguidealsoprofilesnumerousexamplesofagri‐tourismventurestoencourageinnovationwithintheindustry.Theguideisorganizedintovariouschaptersthatexplainthefivemainstepsinvolvedindesigningandprovidingahighqualityvisitorexperience.Figure1highlightsthefivestagesthatfarmersneedtoconsiderwhenengaginginagri‐tourism.
1AgriculturalLandCommissionAct,PolicyL‐04,October2016.ActivitiesDesignatedasFarmUse:Agri‐tourismactivitiesintheAgriculturallandreserve(ALR).
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Figure1:Thefivestagesofprovidinghighqualityagri‐tourismexperiences
Theremainderofthissectionprovidesabriefoverviewofthechaptersthatnavigatefarmersthroughthefive‐stageprocessofprovidinghighqualityagri‐tourismexperiences.
Chapter1:Whatisagri‐tourism?
Thefocusofthischapteristoprovidereaderswithanideaaboutwhatagri‐tourismisandisnot.Here,agri‐tourismwillbedefinedanddescribedindetailbyidentifyingthetypesofactivitiesthatareincludedinagri‐tourismandencouragingfarmerstothinkaboutwhichoftheseactivitiesmaybepossiblefortheirfarm.Thischapteralsohighlightsthepotentialbenefitsandcostscanbeinvolvedwhenengagingwithagri‐tourism.
Chapter2:Whoareagri‐tourists?
Thepurposeofthischapteristoemphasizethattourismisaconsumerdrivenindustry.Itencouragesfarmerstorecognizeandunderstandtrendsthatdrivepeopletovisitfarms.Thischapterfurtherbreaksdowntheconceptofagri‐tourismandidentifiesdifferenttypesofagri‐tourists.Itencouragesfarmstomatchtheactivitiesandexperiencestheyofferwiththeirdesiredtypeofvisitor(s).Theneedtomonitorvisitorsincludingwherearetheyfrom,whattheirexperiencewaslikeandhowtoincorporatetheirfeedbackintofuturedevelopmentdecisionsisalsocoveredbythischapter.
Stage1Decidingifagri‐tourismisa
goodfitforyourfarm
Stage2Determiningyourdesiredlevelof
engagementwithagri‐tourism
Stage3Preparingtohostvisitors
Stage4Gettingyouragri‐tourismbusinessinfrontofpotentialvisitors
Stage5Designinganddeliveringmemorableexperiences
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Chapter3:Whatistheproductthatispurchasedinagri‐tourism?
Thischapterdescribeshow,unlikemanyfarmproductswhicharetangible,visitorexperiencesareintangibleandassuchrequireadifferentframeofreferenceforfarmerstodevelophighqualityexperiencesonanongoingbasis.
Chapter4:Wouldagri‐tourismworkforyourfarm?
Thischapterbeginstowalkfarmsthroughaseriesofconsiderationsthattheyneedtomaketodetermineifagri‐tourismisagoodfitforthem.Itencouragesfarmstoidentifytheresourcesandamenitiesavailableonthefarmthatcouldbeusedtocreateexperiences.Italsopresentssomefactorsthathavebeenshowntoincreasesuccessinagri‐tourisminotherpartsoftheprovince.Bytheendofthischapter,farmerswillunderstandwhatittakestodiversifythroughtourismandhaveagoodindicationaboutwhetherornotitisagoodfitfortheirfarm.
Chapter5:Evaluatingresourcesandassets
Thischapterwillallowfarmerstolearnabouttheresourcesandassetsthatgointoagri‐tourismandtothinkaboutimportantconsiderationssuchaslanduseregulations,financialresourcesandhumanresources.Thiswillhelpfarmstodeterminetheiroverallfitwithagri‐tourismandtoconsiderwhatlevelofinvestmenttheywanttomake.
Chapter6:Determinelevelofinvestmentinagri‐tourism
Thischapterwillencouragefarmerstogivelongertermthoughtabouthowmuchtheywanttoinvestinagri‐tourism.Itdescribesdifferentlevelsofengagementinagri‐tourismrangingfromplacingproductsinareaswherevisitorswillpurchasethem,tohostingvisitorsonthefarmeitherforadayorovernight.Eachlevelofengagementproducesarangeofpotentialbenefitsandcostsorchangestothefarm,allofwhichmustbeconsideredcarefullybyfarmsintheirdiversificationstrategy.
Chapter7:Ensuringthesafetyofvisitors:Riskmanagement
Withthedecisiontomoveforwardinagri‐tourism,farmsmustthenfocusonpreparingtohostvisitors.Thisrequiresrecognitionofthepotentialrisksandlanduseregulationsthatneedtobeadheredto.Thepurposeofchapter7istohelpfarmersfocusonensuringthesafetyoftheirvisitorsthrougheffectiveriskmanagementandbyaddressingriskstobothvisitorsandtothefarm.Insuranceconsiderationsarediscussedalongwithliabilityandbiosecuritychallengesaswellaspotentialvisitormanagementstrategiestohelpensurevisitorshaveasafeandenjoyableexperiencewhileonsite.
Chapter8:Gettinginfrontofvisitors
Thischapterwilleducatefarmersonhowtomarketagri‐tourismsothatvisitorsknowabouttheexperiences,wherethefarmislocatedandhowtonavigatetoit.Thechapterstartsbyprovidinganoverviewofmarketinganddescribestheimportanceofmarketingcollaborativelywithotherstosharecostsandcreategreaterawarenessamongvisitingmarkets.Thechapteralsocoverscriticalpromotionaltoolsthatfarmersshouldbeusingtogetthewordoutaswellashowtotakeadvantageofcollaborativeeventssuchascircleroutesandfarmfestivals.Thechapterspendstimecoveringhowtopriceexperiencesinawaythatbringsinsufficientrevenueforthefarm.
Chapter9:Designinganddeliveringmemorableexperiences
Thefinalchapterfocusesondeliveringhighqualityvisitorexperiences.Thechapterwalksfarmersthroughtheprocessofwhattodowhenvisitorsshowuptotheirfarm.Todothis,thischapterisbrokendownintodescribingthethreephasesinvolvedwithdesigninganddeliveringmemorableexperiences:1.)Preplanning:Stagingthe
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
experience;2.)Deliveringtheexperience;and3.)Evaluatingtheexperience.Thechaptercoversconsiderationsandquestionsthatfarmsneedtoattendtoinordertoensurehighqualityvisitorexperienceshappenandthatvisitorfeedbackisbothsolicitedandacteduponinfuturedevelopmentdecisions.
Resources
Thefinalchapterintheguidebookprovidesasummaryofvariousresourcesthatcanassistfarmersworkingtoutilizeagri‐tourismasadiversificationoptionandaidinindevelopmentanagri‐tourismexperience.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Chapter 1: What is agri‐tourism?
Agri‐tourism definition Thechangingmarketdemandsinagriculturehaverequiredtoday’sfarmerstoadapttonewrealitiesandembracealternatestrategiestokeeptheirfarmsviable.Farmdiversificationhasbecomeapopularstrategyforfarmstopursue.Diversificationcanbedescribedaspursuingalternativewaystousefarmresourcestogenerateextraincomeandemployment.Therearethreetypesoffarmdiversificationincluding:structural,agricultural,andpassiveiv.Structuraldiversificationshiftsfarmassetsawayfromfoodproductiontowardsoptionssuchastourismorbyaddingvaluetofarmoperations.Agriculturaldiversificationreferstofarmsproducinguncommonagriculturalproduce,developingunconventionalenterprises,creatingfarmwoodlands,ordevelopingagriculturecontracts.Passivediversificationincludespracticessuchasleasingagriculturallandorfarmbuildingstootherbusinesses.
Tourismisacommonexampleofstructuraldiversificationforfarms.Theexpansionoftourismactivitiesonfarmshasbeenshowntobeoneofthemostsuccessfuldiversificationoptionsgeneratingnewrevenuesandcreatingnewemploymentopportunitiesforavarietyoftypesoffarmoperationsv.Thishasenabledfarmstoenhancetheireconomicviabilityandresiliencevi.
Whatisagri‐tourism?Agri‐tourismisaworld‐wideactivity.Simplyput,agri‐tourismistourismthatsupportsagriculture.Theconceptofagri‐tourismisoftendescribedusingotherrelatedtermssuchasfarmtourism,ruraltourism,agrotourism,vacationfarms,farmstay,andfarm‐basedtourism.Thesetermsareusedtodefineagriculturerelatedactivitieswitheducationalorleisurepurposesfortravelers.Figure2providesarangeofdefinitionsofagri‐tourismandfarmtourismfromtheglobaltourismliteraturevii.
InBC,agri‐tourismisdefinedas:atouristactivity,serviceorfacilityaccessorytolandthatisclassifiedasafarmundertheAssessmentAct.
Agri‐tourismcreatesanauthenticexperienceofruralareasforvisitorswithanopportunitytogenerateextraincomeforfarmersandhostingcommunities.Visitorsareattractedtoexperiencesincludingavarietyofactivitieswithinfarmsettings.
Stage1
Decidingifagri‐tourismisa
goodfitforyourfarm
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Figure2:Definitionsofagri‐tourism&farmtourismintourismliterature
Agri‐tourism
‘‘tourismproductswhicharedirectlyconnectedwiththeagrarian
environment,agrarianproductsoragrarianstays’’(SharpleyandSharpley(1997:9)
‘‘aspecifictypeofruraltourisminwhichthehostinghousemustbeintegratedintoanagriculturalestate,inhabitedbytheproprietor,allowingvisitorstotakepart
inagriculturalorcomplementaryactivitiesontheproperty’’(Marques(2006:
151)
‘‘anypracticedevelopedona
workingfarmwiththepurposeof
attractingvisitors’’(BarbieriandMshenga
(2008:168)
‘‘ruralenterpriseswhichincorporatebothaworkingfarm
environmentandacommercialtourismcomponent’’(McGehee(2007:111)andMcGehee,
Kim,andJennings(2007:280)
‘‘activitiesofhospitalityperformedbyagriculturalentrepreneursandtheirfamilymembersthatmustremainconnectedandcomplementarytofarmingactivities’’(Sonnino(2004:286)
FarmTourism
‘‘ruraltourismconductedonworkingfarmswheretheworkingenvironmentformspartoftheproductfromtheperspectiveoftheconsumer’’(Clarke
(1999:27)
‘‘commercialtourismenterprisesonworkingfarms.Thisexcludesbed
andbreakfastestablishments,nature‐basedtourismandstagedentertainment’’(OllenburgandBuckley(2007:445)
‘‘activitiesandservicesofferedtocommercialclientsinaworkingfarm
environmentforparticipation,observationoreducation’’(Ollenburg
(2006:52)
‘‘increasinglyusedtodescribearangeof
activities.[which]mayhavelittleincommon
withthefarmotherthanthefarmermanagesthelandonwhichtheytakeplace’’(RobertsandHall
(2001:150)
‘‘apartofruraltourism,thelocationoftheaccommodationonapart‐timeorfull‐time
farmbeingthedistinguishing
criterion.’’(Oppermann(1996:88)
‘‘totaketouristsinandputthemuponfarms,involvingthemactivelyinfarminglifeand
productionactivities’’(Iakovidou(1997:44)
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Types of Agri‐tourism Activities Farmsconsideringagri‐tourismareabletochoosefromawidevarietyofactivitiestocreatememorableexperiencesfortheirguests.Someofthecommonagri‐tourismactivitiesthatvisitorsenjoyincludefarmtours,educationactivitiesanddemonstrations,harvestfestivalsandseasonalevents.Table1providesexamplesofagri‐tourismactivitiestakingplaceonfarmsacrossNorthAmerica.
Whiletheactivitieslistedareconsideredagri‐tourismactivitiesbythestandardsofthetourismindustry,FarmslocatedintheAgricultureLandReserve(ALR)needtoensuretheiragri‐tourismexperiencescomplywiththeAgricultureLandCommission(ALC)ActandotherALCpoliciesandregulations(denotedwithan*inthetable).FarmsnotzonedasALRalsoneedtoensuretheiragri‐tourismexperiencescomplywiththeirmunicipalandregionalbylaws.
Table1:Typesofagri‐tourismactivities
Typesofactivities Examples
Recreationactivities Anyrecreationactivitiesthattakeplaceinruralandfarmsettingssuchas:farmtours*,hunting,fishing,cattledriving*,pettingzoo*,horsebackriding,dogtrials*,harvesting,birdwatching,hiking,visitingwineries,cycling,all‐terrainvehicletours,photographyandvideography,paintingandsketching,animalhusbandry,gardening,cornmazes*,egghunt,barndancing,boating,floralarrangements,hayorsleighrides*,off‐roading,etc.
Events/festivals Anyeventsorfestivalsthatcelebratewithinruralandfarmsettingssuchas:harvestfestivals*,heritagecelebrations,seasonalevents*thatpromoteandmarketfarmproducts.
Educationalservicesviii Anydeliveryofaneducational*orlearningexperienceonthefarmsuchas:toursoffarmoperations*,workshopstolearnnewskills,lessonsandcourses,heritagetourstolearnaboutthehistoryandevolutionoffarmpractices,demonstrationsonmakinggoodsoranimalcare,farmworkexperience,craftshows,dogtraining,etc.
Directmarketing Activitieswherefarmsaredirectlymarketingtheirproducts*inawaythatenablescontactwithvisitorssuchas:farmers’market,farmstands,u‐pickoperations,mealspreparedandservedonsite,picnics,cuttingChristmastrees,etc.
Overnightvisits Agri‐tourismaccommodationfortemporaryusebytouristsinconjunctionwithagriculturalusesandfarmactivitiesorexperiences2.
Benefitsofagri‐tourismAgri‐tourismhasbeenshowntobringnumerousbenefitstofarms,hostcommunitiesandtourismoperatorsix.Naturally,thetypesofbenefitsresultingfromagri‐tourismoperationswilldependonthetypesofactivitiesor2AsperpolicyL‐05,agri‐tourismaccommodationintheALRisdesignatedasapermittednon‐farmuseunlessotherwiseprohibitedbyalocalgovernmentorbylawor,forlandslocatedinanagriculturallandreservethataretreatysettlementlands,byalawoftheapplicabletreatyfirstnationgovernment.Theaccommodationispermittedif,a)allorpartoftheparcelonwhichtheaccommodationislocatedisclassifiedasafarmundertheAssessmentAct,b)theaccommodationislimitedto10sleepingunitsintotalofseasonalcampsites,seasonalcabinsorshorttermuseofbedroomsincludingbedandbreakfastbedrooms,andc)thetotaldevelopedareaforbuildings,landscapingandaccessfortheaccommodationislessthan5%oftheparcel.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
experiencesfarmschoosetodeliver.Someofthebenefitsthatcanresultincludethediversificationoffarmrevenuesstreams,thecreationofemploymentopportunitiesforyoungergenerationslookingtoremainonthefarm,andtheincreasedflowoftouriststotheregion.Figure3furtherhighlightsthebenefitsofagri‐tourismandshowcaseshowagri‐tourismcancreatebenefitsbeyondthefarmthatisdeliveringtheexperience.
Figure3:Benefitsofagri‐tourismforfarms,hostcommunitiesandtourismoperators
Benefitsofagri‐tourismforfarms
‐ Generatesadditionalincome‐ Createsadditionaljobopportunities‐ Improveslivingandworkingconditionsonthefarm‐ Developsskillsinmanaging,entrepreneurshipandcommunications‐ Spreadsawarenessaboutlocalagriculturevenuesandproducts‐ Educationsvisitorsaboutfoodsecurity‐ Increasesfarmresilienceandprosperity‐ Createsopportunitiesthatkeepfamilymembersonthefarm‐ Cangenerateoff‐seasonrevenue
Benefitsofagri‐tourismforhostcommunities
‐ Generatessupplementrevenueforlocalbusinesscommunity‐ Buildssupportforfarmingandagricultureintheregion‐ Preservesruralland,buildingandheritage‐ Revitalizeslocaltraditionsandhistory‐ Contributestoruraldevelopment‐ Providesopportunitiesforculturalexchange‐ Promotesruraltourismexperiences
Benefitsofagri‐tourismfortourismoperators
‐ Expandsthelengthofthetourismseason‐ Diversifiestourismservicesforvisitors‐ Integratesnewmarketniches‐ Increasestheflowoftouristsintotheregion‐ Attractsnewconsumermarkets‐ Increasesopportunitiesforpartnershipswithotheroperators
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Potentialcostsofagri‐tourismAgri‐tourismcanalsointroducechangestofarmsandcommunities,whicharenotasbeneficialorpositive.Whilerezoninganddevelopmentchangesmayimpacthostcommunities,farmsareprimarilyatriskofenduringthepotentialcostsofengagingwithagri‐tourism.Forthisreason,thefinancialandnon‐financialcostsofagri‐tourismmustalsobefactoredinwhendeterminingifagri‐tourismisadesirableoptionforyourfarm.Figure4examinesthepotentialcostsfarmsmakeincurwhenengaginginagri‐tourism.
Figure4:Potentialcostsofengaginginagri‐tourismforFarms
Reflectionquestions:
1. Whattypesofactivitiescouldpotentiallybeofferedonyourfarm?
2. Whatarethebenefitsyouareseekingfromagri‐tourism?
3. Whatcostsmightbeincurredtoyouandyourneighboringfarmsifyouengageinagri‐tourism?
Potentialcostsofengaginginagri‐tourismforfarms
‐ Rezoningordevelopmentapplicationfeesifcurrentlocalgovernmentregulationsdonotpermittheintendeduses
‐ Additionalinvestmentsinthefarmtohostvisitors‐ Interferencewithotherfarmingactivities‐ Financialrisk,increasedliabilityandextrataxation‐ Understandingandadheringtoadditionalpolicies‐ Requiresdevelopingnewmarketingstrategiestoreachvisitors‐ Recruitmentandtrainingofemployees‐ Neighbourandnuisancecomplaints
TulipsoftheValleyFestival,Chilliwack
TheTulipsoftheValleyFestivalisanannualeventthattakesplaceona
workingfarminChilliwack,BC.TulipsoftheValleystartedtheTulipFestivalin2006inpartnershipwithOnos
GreenhousesLtdwhoownsandgrowsthetulipsonthefields.Sinceits
inception,thefestivalhasgrownfromacouplehundredvisitorstonearly30,000.Visitorsarewelcometotakepictures,buyfreshcuttulipsaswellaspurchaselocallygrownproducts.
DDutchmenDairy,Sicamous
LocatedinbeautifulSicamousBC,DDutchmenDairysellsworldclassicecreamanddairyproductsthatareallproducedonsite.TheD
DutchmenDairyfarmengageswithvisitorsbyprovidingaday
experiencethatvisitorscanenjoy.Touringthefarmstore,interactingwithfarmsanimalsandofcourseenjoyingoldfashionicecreamareallpartoftheDDutchDairyagri‐
tourismexperience.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Chapter 2: Who are agri‐tourists?
Agri‐touristscanvarywidelyintermsofwheretheycomefrom,whattheirinterestsare,andintheirbehaviour.Inageneralsense,agri‐touristsareindividualswhoseekoutexperiencesconnectedtoagriculturewhiletraveling.Itmayrangefromalocalfamilyvisitingafarmers’market,toagroupvisitingafarmforawedding,ortoacouplecomingtostayonafarmforanovernightgetaway.
Farmsthatpursueagri‐tourismmustexpandtheirknowledgeofpotentialvisitorssothattheycanreachthemwiththeirmarketingeffortsandprovidehighqualityexperiencesthatmeetvisitors’expectations.BasedontheresultsoftheWisconsinAgri‐tourismSurvey,Figure5highlightsthereasonsvisitorsparticipatedinagri‐tourismx.Themajorreasonsweretosupportlocalfarmersandbusinesses,tospendtimewithfamilyandfriendsandtopurchaseandconsumerfreshfoodproducts.
Figure5:Thereasonsandtheirimportanceforparticipationinagri‐tourism
WisconsinAgri‐tourismsurvey
0 10 20 30 40 50 60 70 80 90 100
Supportlocalfarmers/businessSpendtimewithfamily/friends
PurchaseorconsumeafreshfoodproductHavefun/anadventure
ParticipateinoutdooractivitiesParticipateinanaffortableactivity
EnjoyaruralareaLearnsomethingnew
RestorrelaxationParticipateinanactivityclosetohomeLearnhowproductsaregrownormade
MakeaspecialoccasionPurchaseauniquenon‐foodproduct
Other(Pleasedescribebelow)
Percent
Visitorsmotivationtoparticipateinagri‐tourism
%Somewhatorveryimportant %Lessimportant
Stage1
Decidingifagri‐tourismisa
goodfitforyourfarm
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Types of Agri‐tourists Animportantstepindecidingifagri‐tourismisrightforyourfarmislearningaboutwhoyourpotentialvisitorscouldbe.Agri‐touristsarecategorizedandfurtherdescribedbasedonthreekeycharacteristics:1.)Origin:wheretheycomefrom;2.)Demographics:age,gender,income;and3.)Interests:whyaretheyseekinganagri‐tourismexperienceandwhatactivitiesaretheyinterestedin.
OriginUnderstandingtheoriginofyourpotentialvisitorsinvolvesknowingthelocationwhereguestsarecomingfrom.Areyourvisitorsjustashortcartripawayorwouldyouliketoattractvisitorsfromdifferentprovincesorcountries?Inthebroadestsense,touristsaredividedbetweendomesticandinternationalvisitors.
Domestictourists
DomestictouristsarepeoplefromCanadawhostaywithinthecountryfortheirtravelexperience.Theycanrangefromvisitorsfromotherprovincestopeoplewithinyourlocalregion.Ingeneralterms,thecloseramarketistoyou,themorelikelyitwillmakeupalargerpercentofyourvisitingmarket.Theclosertheyaretoyourfarm,generally,themorelikelytheywillbedayvisitors(orexcursionists)asopposedtoovernightvisitors.And,thecloserthemarketistoyourfarm,thelessdifficultitwillbetoattractthemtoyourfarmastheyhavelessdistancetotraveltoexperiencethatyouareoffering.
Internationaltourists
InternationaltouristsarepeoplefromcountriesoutsideofCanadarangingfromnearbymarketssuchastheUStolongerhaultravelersfromEuropeorAsia.Typically,thefurtheronetravels,thelongertheystayatadestinationandthemorelikelytheyrequireovernightaccommodations.Somestudiesalsosuggestthatinternationaltouristsoftenspendmorewhentheytravel.Targetinginternationaltouristsisagreatwaytoprovidesupplementalrevenueduringlowseasonbecausevacationpatternsaredifferentinothercountriesduevacationtimesandclimate.
DemographicsThechoicesthatyoumakeaboutyourvisitorsage,gender,educationlevel,religion,occupation,familystatuswilldetermineactivitiesthatyouwillsetuponyourfarm.Childrenfromelementaryschoolwillnotbeinterestedinthesameactivitiesasretirees,andfamilieswithkidswilllikelypursuedifferentleisuretimethanmarriedcouples.InterestsUnderstandingwhatmotivatespeopletowanttotravelandexperienceagri‐tourismiskeytoyourabilitytosatisfythem.Somevisitorsmaybeinterestedinlearningaboutfoodsecurityandsupportinglocalfarmswhileothersmaybelookingtoescapethecityandpeople.Thinkaboutthebenefitsthatyourfarmcouldprovidetopotentialagri‐touristvisitorsandthenmakesurethosebenefitsareclearlydisplayedinyourmarketingandpromotions.Table2identifiessomecommonneedsandmotivationsthattouristshavethattheyarelookingtosatisfywhentheytravel.Whichonescanyouprovide?
StowelLakeFarm,SaltSpringIsland
LocatedonSaltSpringIsland,StowelLakeFarmisanorganicfarm,communityandwellnesscentre.Thefarmoffersbothdayandovernightexperiencesforvisitors.Thefarmsellsorganicproduce,providescatering,offersyogaclasses,retreats,andworkshopsaswellashostsavarietyofspecialeventssuchasaFallFarmer’sFest.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Table2:Touristinterestsxi
Example of a market trend: Visitors and food Farmscanfindsuccessindeliveringanagri‐tourismexperienceiftheexperiencealignswiththemotivationsofthevisitorsthefarmisworkingtoattract.Whenvisitorstravel,theirexperiencesusuallyinvolvetheappreciationofregionalfoodsxii.Gastronomy,ortheselecting,preparing,serving,andenjoyingfoodhasbecomeanimportantcomponentoftourism.Farmersengaginginagri‐tourismwhoproducefoodproductscancapitalizeontheincreasedopportunitiesgastronomictourismpresents.Findingwaystolinkfoodproductstovisitorexperiencescanincreasetheconsumptionoffarmfoodproductsaswell.
Finding out about your visitors’ interests and monitoring their experience Itiscriticaltorememberthatagri‐tourismisaconsumer‐drivenindustry.Asconsumers’preferenceschange,sodotheirbehaviors.Thismeansthatagri‐tourismprovidersmustremainflexibleandreadytoadapttoconsumertrends.Whenstartinganagri‐tourismventure,itisimportanttofindoutwhattypesofvisitorsarealreadycomingtoyourarea,asthesearelikelygoingtobethemarketyouwillbeabletotapinto.Askyourlocaltourismmarketingbodyforprofilesofvisitingmarkets.Findoutwhotheyarepromotingtoalreadyandwhichpeoplearemostlikelyinterestedinagri‐tourism.Findoutifthereareotheragri‐tourismoperationsnearbyandconsiderconnectingwiththosefarmstoraiseawarenessofyourplansandtopotentiallycollaborateonmarketing.
Visitorsareseeking:BeautifulscenicsettingsandcleanenvironmentsOpportunitiestopurchaseandconsumelocallygrown/producedfoodandbeveragesSafeandsecureplacesOpportunitiestogetoutdoorsandengageinrecreationactivitiesOpportunitiestolearnandexperiencenewthingsRefugefromurbanenvironmentRelaxationandstressreductionTodisconnectwithdigitalmedia(digitaldetox)OpportunitiestospendtimewithfamilyandfriendsCelebrationsinuniquesettingsHealthandwellnessChancestomeetnewandinterestingpeopleExperiencestoshareonsocialmedia
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Beyondmarketing,farmsshouldalwaysbeseekingvisitorfeedbacktokeeptheirtourismproductscurrentandattractive.Toadaptsuccessfullytoconsumertrends,itisimportanttoprovidevisitorsopportunitiestoprovidecommentsandfeedbackontheirvisit.Considercreatingcommentcardsforthematyourfarmandwhenfilledout,makesuretoreadthemandrespondtothesuggestionsmade!Whentheydepart,askthemhowtheirexperiencewasandwhatyoucoulddotoimproveit.Or,requestareviewfromyourvisitorsonyourwebsiteinacommentssectionorthroughaconsumerwebsite.Whenvisitorsfeelthatyouareopentofeedbackandarelisteningtotheirsuggestions,theyaremorelikelytoprovidehelpfulfeedback.Thisfeedback,ifactedupon,helpsyourefinetheexperienceforfuturevisitorsandensurethatyourreputationforexcellentserviceisshared.
Reflectionquestions:
1. Whattypesofvisitorswouldbeinterestedinyouragri‐tourismactivities?
2. Wheremighttheybelocated?3. Whoisalreadycomingtothearea?4. Whattourismmarketingorganizationsexistanddo
theyhaveaccuratevisitorstatisticstoshare?5. Arethereotherfarmsintheareaengagedinagri‐
tourism?Whatdotheyofferandmightthereberoomtocollaborate?
Bird’sEyeCoveFarm,CowichanValley
Stretchingover300acres,Bird’sEyeCoveFarmcallsthebeautifulCowichanValleyhome.Thefarmraisesnaturallygrownbeef,porkandchickenandgrowsalargeassortmentofproduce.Throughfarmgatesales,freshproduceandtakeawaymealsareavailabletovisitorsonadailybasis.Asawell‐knownweddinglocation,Bird’sEyeFarmoffersfarmtoforkinspiredweddingswhereguestscanenjoythepristineviewsthefarmhastoofferwhilealsoenjoyingadeliciousmealproducedandgrownonsite.Thefarmoffersavarietyofweddingpackages,allowingvisitorsto
designtheweddingoftheirdreamswhilestayingtruetothefarm’svisionofbeingaworkingfarmfirst.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Chapter 3: What is the product that is purchased in agri‐tourism? Thischapterwillemphasizethatunlikemanyfarmproductswhicharetangible,agri‐tourismproductsareintangibleandrequirefarmerstodevelophighqualityexperiencesforvisitorsonanongoingbasis.
Experiences vs. products Farmsthatventureintotourismmustrecognizethedifferencebetweentangibleproductsandintangibleproducts.Tangibleandintangibleproductsdifferinthreedistinctways:1)howtheyareevaluatedbytheconsumerconsideringapurchase,2)theroleoftheproducerandconsumer,and3)theperishabilityoftheproduct.
Mostfarmsproducetangibleproductsthatcustomerscansee,touch,feel,ortastepriortopurchase.Gardenproduce,meats,preservesandotherfoodproductsallfallintothiscategory.Whencustomersareconsideringapurchaseofthesetangibleproducts,theywillmaketheirdecisionbasedonajudgmentaboutthequalityoftheproductwhichtheymakebasedontheirabilitytocomeintocontactwithit.Theroleofproducerandconsumerareseparateanddistinctwithtangibleproducts‐producersgrowandselltangibleproductstopeoplewhoeitherconsumethemortointermediariesthattransformthemintonewproducts.Thisallowsproducerstobeincontrolofthequalityoftheirproductsandtoensurealevelofconsistency.Tangibleproductsalsohaveashelflifeofsomecapacity.Forexample,producemaylastafewdaysuntilsoldorunsoldmeatscanbefrozenandsoldatalaterdate.
Unlikethesetangibleproducts,tourismexperiences–ortheproductsoldintourism–areintangible.Customerscannotsee,touch,feelortastetheexperiencepriortopurchase.Theyhavetomakeadecisiontopurchaseatourismexperiencebasedontheirassessmentaboutwhatbenefitstheexperiencewillprovidetothem.Forexample,avisitorthatisconsideringpurchasingafamilyvisittoacornmazewouldthinkaboutthebenefitsthatmayresultfortheirfamilysuchasspendingqualitytimetogether,creatingamemorableexperience,orspendingtimeintheoutdoors.Withtangibleexperiences,consumersarealsoproducersoftheirexperienceandnumerousfactorsthatareoutsideofthecontroloftheprovidercaninfluencethequalityoftheexperience.Forexample,onefamilycouldparticipateinanexperienceonafarmandhaveawonderfulexperience,whileanotherfamilymayhaveapoorexperience.Thiscouldbetheresultofnumerousthingssuchastheweather,theinterestlevelormoodoftheparticipants,oreventhepastexperiencesofthegroup.Finally,intangibleexperiencesareperishable.Whatisnotsoldtodayislostintermsoffuturerevenue.Adayornightofnovisitorscannotbe
Farmsengaginginagri‐tourismhavebeenshowntoincreasetheirrevenuesduetonewrevenue
streamsfromhostingvisitorsbutalsofromincreasedsalesoftheir
tangiblefarmproducts.
Stage1
Decidingifagri‐tourismisa
goodfitforyourfarm
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
recuperatedorstoredforthefuture.
Itisalsoimportanttonotethatagri‐touristsconsumebothtangibleandintangibleproductsduringtheirexperience.Whilevisitingafarmtheymaygainbenefitssuchaslearningaboutfood,enjoymentoftheoutdoors,connectiontolocalproducers,andexploringtheruralcountryside.However,theseexperiencesalsoresultinvisitorsbeingexposeddirectlytotheproductsgrownorcreatedbythefarmwhichincreasessales.Visitorsconsumefarmproductsduringculinaryexperiencesatrestaurantsorotherfoodestablishments.Agri‐touristswhohavepositiveexperiencesinaplacewanttotakeapartofthatexperiencehomewiththemwhichiswhysouvenirsaresopopular.Thesouvenirsvaluedbyagri‐touristsareoftentheproductsofthefarmsthattheycameintocontactwithanddevelopedapositiveassociationtoontheirexperience.Farmsengaginginagri‐tourismhavebeenshowntoincreasetheirrevenuesduetonewrevenuestreamsfromhostingvisitorsbutalsofromincreasedsalesoftheirtangiblefarmproducts.Figure6furtherexplainsthetangibleandintangibleproductsofagri‐tourismexperiences.
Figure6:Tangible&intangibleproductsofagri‐tourism
Designinganddeliveringconsistent,highqualityvisitorexperiencesSowhatdoesthisknowledgemeanforfarmsengaginginagri‐tourism?
1. Understandthetypesofbenefitsthatagri‐touristsareinterestedinobtaining
TangibleProducts
•Customerscansee,feel,touchortastethempriortopurchase•Theproducerhascontroloverqualityandcanensureconsistency•Thereissomeabilitytostoreunsoldproductsforfuturesales
IntangibleProducts
"Visitorexperiences"•Customerscannotsee,feel,touchortastepriortopurchaseandhavetoimaginethebenefitsthatwillresultintheexperience•Theproducerhaslesscontroloverthequalityandconsistencyoftheexperienceduetofactorsoutsideoftheircontrol(i.econsumers,weather)•Experiencesarehighlyperishableandcannotbestoredforfuturesales
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Farmsinvolvedinagri‐tourismneedtounderstandwhatisdrivingconsumerpurchasedecisionsandhowagri‐touristsmaketheirpurchasedecisions.ThesetopicsarecoveredingreaterdepthinChapter2ofthismanual.
2. Identifyandportraythebenefitsofyouragri‐tourismactivitiesinmarketing
Inorderforafarmtosellvisitorsonatourismexperience,theyneedtounderstandthebenefitsthattheexperiencemayprovidetopeopleandthenensurethattheycommunicatethosebenefitstopotentialvisitorsinthelanguageandimagerytheyuseintheirmarketing.Thiswillallowvisitorstovisualizethemselvesreceivingthosebenefitswhentheypurchasethetourismexperience.MoredetailonmarketingiscoveredinChapter8ofthismanual.
3. Doyourbesttoensurehighqualityexperiencesforvisitors
Eveniffarmscannotcontrolallofthecomponentsofthevisitorexperience,theycancontrolmany.Ensuringthatstaffengagingwithvisitorshavestrongcustomerserviceskillswillhelpvisitorsfeelwelcomeandpositiveaboutthepeopletheyinteractwith.Thiswillalsoallowanyissuesintheexperiencetobedealtwithinawaythatresultsinapositiveoutcomeforvisitors.Clarifyinghowyouwantvisitorstoengagewiththefarmthrougheffectivenavigationalandinterpretivesignageisalsoimportanttomakepeoplefeelwelcome.Thinkingaboutyourfarmthroughavisitorslenswillalsoallowyoutofindwaystoengageandeducatethemthroughinteractionwithdisplays,exhibits,staff,placesoranimals.And,ensuringvisitorshavewaystoevaluatetheirexperiencewillprovideyouwithwaystoenhancefutureexperiences.Chapter9providesmoreinsightonhowtodeliverhighqualityvisitorexperiences.
4. Considerpricingstrategiestomaximizerevenue
Inordertomitigatetheperishabilityoftourismexperiences,farmsshoulddeveloppricingstrategiesthatmaximizerevenueduringpeakandslowseasons.Itiscommonintourismtopriceexperienceshigherinpeakseasonswhenvisitorvolumeishigh,andthentodroptheminoffseasonperiods.Thisallowsthefarmtocapturethemaximumyieldfromvisitorsandaddresstheperishabilityofexperiences.
TheAgri‐touristLoves
Discoveringnewrecipesandcultures Discoveringjams,wines,oils,herbs Discoveringbeautyandspaitems Discoveringwildandfarmraisedanimals Visitingroadstandsandfarmers’markets Pickingandgrowingagriculturalproducts Goingtofood,wineandagriculturalfestivals Visitingarboretums,parksandgardens Visitingmuseumsandfactories Visitingandstayingonfarms Stayingatabedandbreakfast Photography,paintingandmediaproduction
Focusontheintangiblevisitorexperience
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Chapter 4: Would agri‐tourism work for your farm?
Factors for success in agri‐tourism Whenthinkingaboutagri‐tourism,farmsneedtoconsiderthebenefitsandpotentialcostsorchangestotheirfarm.Thischapterexaminesifagri‐tourismwouldworkforyourfarmbyidentifyingvariousfactorsneededforthedeliveryofasuccessfulagri‐tourismexperience.Thesefactorsfocusonthethingsthatfarmscancontroltocreateexperiencesvisitorscanenjoy.
Whenconsideringifagri‐tourismisagoodfit,farmsmustfirstconsiderthezoningoftheirfarmland.Zoningregulationsandlocalbylawswillindicatethetypesagri‐tourismactivitiespermittedtotakeplaceonthefarm.Farmsmustensurethattheactivitiescomplywiththezoningoftheirfarmandthebylawsenforcedbytheirlocalmunicipalityorregionaldistrict.Thezoningregulations,policiesandbylawsinplacewilldifferbasedonthelocationofonesfarmsandwhetherornotitisintheAgriculturalLandReserve(ALR).FarmsthatareintheAgricultureLandReserve(ALR)mustlookintotheALRregulationsbycontactingtheProvincialAgricultureLandCommissionastheseregulationsmayrestrictafarmsabilitytodelivercertainagri‐tourismexperiences.FarmsthatarenotwithintheALRmayfindmoreflexibilitywithprovidingagri‐tourismservicesthatareconsiderednon‐farmusehowevertheystillneedtobeknowledgeableofandabidebylocalbylawsandregulations.TherulesandregulationsforfarmsnotintheALRcanbedeterminedbycontactingthelocalmunicipalityorregionaldistrictoffice.
Oncethisiscompleted,itisimportanttointegrateagri‐tourisminawaywherethebenefitsoutweighthecoststothefarm.Inordertodesignanagri‐tourismexperienceinawaywherethebenefitsoutweighthecostsanumberofkeysuccessfactorsshouldalsobeconsidered.Whilespecificstepsneedtobetakentodesignanddeliverhighqualityvisitorexperiences,thefarmisinthedriverseatintermsofdecidingonhowsuccessismeasuredbasedonthegoalsandinvestmentsmadetoengageinagri‐tourism.Forexample,afarmmaydecidethatthesuccessoftheagri‐tourismoperationismeasuredinmanywayswhichincludebutarenotlimitedto:(a)iftheoperationcanprovideemploymentopportunitiesforfamilymembers;(b)ifthefinancialgoalsarereached;and/or(c)ifthereisanincreaseddemandfortheagricultureproductsbeingsold.
Asuccessfulagri‐tourismexperiencecantakeshapeinmanyways.ToshowcasethewiderangeoffarmsinBCprovidingsuccessfulagri‐tourismexperiences,threesuccessstoriesareprofiledtoillustratesomeofthekeyfactorsthatcanplayaroleinprovidingasuccessfulvisitorexperience.
Stage1
Decidingifagri‐tourismisa
goodfitforyourfarm
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Figure7highlightsthekeysuccessfactorsrequiredtoprovideasuccessfulagri‐tourismvisitorexperience.Besuretolookforthesewithinthethreesuccessstoriesdescribedandconsiderhowthesefactorshelpedthefarmstoprovideahighqualityvisitorexperience.Aswell,noticehoweachoftheseexperiencesconsistsoftangibleandintangibleproducts.
Figure7.Keyfactorsthatcontributetoasuccessfulagri‐tourismexperience
Inabroadsense,farmscanengagewithagri‐tourisminthreeways:1.)byplacingfarmproductsinfrontofvisitorsforpurchasesuchasatafarmers’market,supplyproductstoarestaurantorsellinginastoresetting;2.)byinvitingvisitorstothefarmforadayexperience;and3.)byinvitingvisitorstostayforanovernightexperience.Figure8highlightshowthechosenlevelofengagementwithagri‐tourismcaninfluencethefarm’sbottomline.
Figure8.Thethreelevelsofengagementinagri‐tourism
KeySuccessFactors:
1. Creatingavisitorexperienceconsistingoftangibleandintangibleproducts2. Accesstolandandspace3. Farmisinanaccessiblelocationforvisitors4. Agri‐tourismoperationismarketedasadestination5. Activitiesprovidedthroughexperiencematchthevisitors’expectations6. Accesstofinancialresourcestocoverstart‐upcostsandinvestinfutureactivities7. Accesstohumanresources8. Activitiesadhereandcomplywithlocalgovernmentregulations9. Presenceofotheragri‐tourismoperators
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Agri‐tourismSuccessStories
Success Story #1: The Bence farm at the Ladner Village Market LocatedinEastDelta,theBenceFarmisathirdgenerationlambfarmundergoingchangestoupdateandexpandthefarmingbusiness.ThefarmsmainrevenuestreamisattainedthroughthesalesofwholelambstocustomersfromtheLowerMainland.Knowingthatthefarmingoperationwasexpanding,theBenceFarmconsideredvariouswaystoexpandtheircustomerbase.Aftercarefulconsideration,duetosecurityandbiosecurityreasonsaswellasspacelimitations,theBenceFarmdecidednottoinvitevisitorsontothefarmtopurchaselambonsite.Thefarmtriedtoselltolocalrestaurantsbutdecidedlogisticsaroundseasonalityandtimingcreatedtoomuchofahassletomoveforward.Wantingtokeeptheirexistingcustomerbaseyetgainadditionalcustomers,theBenceFarmdecidedtoselltheirlambbythepieceatafarmersmarket,whilealsolookingfornewwholelambcustomers.Withanumberofpotentialmarketstosellatincloseproximitytothefarm,theBenceFarmcarefullyconsideredtheoptionswhendecidingwhichmarketwasthebestfitfortheirproductandfarm.theBenceFarmdecidedtoselltheirlambattheLadnerVillageMarket.Thismarketwasdecidedupondueofthehighnumberofvisitorsthatthemarketattractsasthemarkethasover100farmandnon‐farmvendors.
Withovera100tentsforvisitorstostop,theBenceFarmknewtheyhadtomaketheirtentunique.Todothis,thefarmensuredthattheirtentwaswelldecoratedwithfreshflowersandcreativesignstomakethetentfeelinvitingforvisitorsandpotentialcustomers.TheBenceFarmdecoratedtheirtenttohaveahomemadevintagefarmatmosphereastheyfeltthatthiswouldcreateafriendlyandinvitingexperiencefortheircustomers.Creatingthistypeofexperienceandatmosphere,helpedtodrawvisitorstothetent.Manyofthevisitorswhostoppedatthetenttolookatthetableclothes,smellthefreshcutflowersorcomplimentthecreativesignsadvertisingthatlocallambwasforsale.
Participatinginagri‐tourismbyplacingtheirproductinfrontofvisitorsprovedtobeabeneficialstrategyfortheBenceFarm.Decoratingthetenttohaveaninvitingatmosphereworkedtoincreasethedemandfortheproductbeingsold.Aswell,becausetheBenceFarmhadaccesstovariousresourcessuchasfamilymemberstostaffthetentandanaccessiblelocationforvisitorstogetto,theBenceFarmwassuccessfulinengagingwithagri‐tourism.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Success Story #2: Laity Pumpkin Patch Insteadofplacingtheirproductsinfrontofvisitor’soffsite,LaityPumpkinPatchinvitesvisitorstoenjoyanagri‐tourismexperienceatthefarm.TheLaityPumpkinPatchisafamilyrunoperationthathasbeeninbusinessforover25years.ThesuccessoftheoperationissupportedbythefarmscentrallocationinMapleRidgewherevisitorsfromtheLowerMainlandcanreachthefarminjustunderanhour.Thepumpkinpatchisadvertisedasadaytripdestinationforfamiliesandschoolgroupsfromthesurroundingareastoenjoy.
With18acresoffarmland,thereisamplespaceforvisitorstoenjoytheactivitiesthatmakeuptheLaityPumpkinPatchagri‐tourismexperience.Inadditiontothepumpkinpatch,familiesandschoolgroupscanenjoyawiderangeofattractionsandactivitiesonthefarm.Eitherbeforeorafterpickingoutapumpkin,familiesandschoolsgroupscanenjoygettinglostinthecornmaze,farmanimalviewings,touringplayareassuchafrontiertownwherechildrencanpanforgold,fairytaletrailsfeaturingarangeofDisneycharacters,dinosaurdecoratedpathways,apumpkinzoo,amushroomforestandtractor‐wagonrides.Visitorsareencouragedtotakephotosthroughouttheirexperiencewhileenjoyingtheactivitiesstrategicallyplacedthroughoutthefarmscape.
TheLaityPumpkinPatchisasuccessfulagri‐tourismoperationasthefarmhasusedagri‐tourismtoincreasesthedemandforthetangibleagriculturalproductofpumpkinsbyprovidingahighqualityvisitorexperiencethatconsistsofintangibleproductsexperiencedbyvisitorsthroughthediverserangeofactivitiesprovidedonthefarm.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Success Story #3: Pen‐Y‐Bryn Farm LocatedintheruralcommunityofQuesnel,yetjustoffthemainhighway,thePen‐Y‐BrynfarmisoperatedbytheNicholasFamilyandoffersa‘Bed,BalesandBreakfast’experienceforguests,visitors,studentsandvacationersandthosetravelingwithhorses.BecomingaTourismBritishColumbia'sApprovedAccommodationBedandBreakfasthasallowedtheNicholasFamilytosharetheirpieceoftheCaribooChilcotinCoastwithvisitorsfromacrossCanadaandfromaroundtheworld.Thefarmistrulyafamilyaffair.Whetheritisplantingandharvestingtheorganicgrainforthebreadonthebreakfasttable,feedinglivestockortreatingarescuedmare,thePen‐Y‐Brynworktogethertoprovideahighqualityagri‐tourismexperiencetovisitors.
Pen‐Y‐Brynfarmspecializesinattractingthosetravellingwithhorsesorothervisitorsandfamiliesthatarelookingto‘get‐away’fromthebusinessofdailylife.Thefarmoffersanabundanceofactivitiesthathelpvisitorsreconnectwitheachother,theoutdoorsandfoodgrownonthefarm.Thefamilymaintainsgardensandfruittreesandraiseslayinghensandmeatbirdstokeepthefreezersandpantryfull,allofwhichvisitorscanexperienceatbreakfastordinner.WhenvisitingthePen‐Y‐Brynfarm,visitorscanexpecttoexperienceadownhomecountrytypefarmexperience.
Beingabedandbreakfast,visitorspurchasebreakfastandaccommodation,andthosetravellingwithhorsescanchoosetheBed,BalesandBreakfast,wheretheirhorsehasastableandfeedforthenight.Thefarmalsohostschildren’sridingcamps,specialevents,andweddings.Pen‐Y‐Brynfarmoffersagreatbalancebetweentangibleandnontangibleproductstovisitors,ultimatelycreatingahighqualityagri‐tourismexperienceforvisitors.ThePen‐Y‐Brynfarmoffersmanyintangibleproductsthatreallyachievetocreateahighqualityagri‐tourismexperienceforvisitors.Visitorscanenjoynightlycampfires,gardentours,horsebackridinglessons,horseandriderclinics,trailriding,hikingandfishing.
Diversifyingintoagri‐tourismhashelpedthefarmtodiversifyfarmrevenuestreamsbyofferingawiderangeofexperiencesvisitorscanenjoywhentheyarestayingatthefarm.Tappingintotheagri‐tourismmarkethasalsohelpedPen‐Y‐Farmtoexpanditsvisitorbaseasthefarmattractvisitorstravellingwithhorsesandfamilieswantedtoreconnectwitheachotherandtheoutdoors.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
KeyFactorsofSuccess
Ashighlightedthroughoutthesuccessstories,anumberofimportantfactorsinfluencedthesuccessthatTheBenceFarm,LaityPumpkinPatchandPen‐Y‐Brynfarmshadwhendeliveringanagri‐tourismexperiencetotheirvisitors.Figure9highlightssomeofthemainkeyfactorsthatenabledthethreefarmstobesuccessfulatdeliveringtheiragri‐tourismexperience.Whileeachofthethreefarmsprovidedaverydifferentvisitorexperience,allthreewereabletoofferanexperiencethatbenefitedvisitors.Aswell,intheirownuniqueway,eachfarmdeliveredanexperiencethatconsistedofbothtangiblefarmsproductsandintangiblefarmbasedexperiences.Eachofthethreefarmswheresuccessfulatdeliveringagri‐tourismbecausetheymadespecificdecisionsbasedontheirfarmlayout,resourcesandassetsavailableonhowtodeliveranagri‐tourismexperiencethatworkedbestfortheirfarm.
Figure9:Keysuccessfactorsinvolvedindeliveringasuccessfulagri‐tourismexperience
Reflectionquestions:
1. Howwillyoudefinesuccessforyouragri‐tourismventure?Orwhatareyourgoals?2. Whatlevelofengagementdoyouwanttohaveinagri‐tourism?Placingyourproductinfrontofvisitors,
daytripexperienceorovernightstays?3. Doestheexperienceyouwanttodeliverconsistoftangibleandintangibleproducts?
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Chapter 5: Evaluating your Resources & Assets Thefocusofthischapteristohelpfarmsevaluatetheirresourcesandidentifytheirassetsinordertoachievesuccessinagri‐tourism.
Regulations&LogisticsBecomingfamiliarwiththezoningbylawsandregulationsinplacewillbebeneficialforfarmerslookingtoestablishagri‐tourismservicesaslearningaboutthesepriortotheinvestingcansavefarmsfinancialresourcesaswellastime.Thelinkshighlightedtotherightprovideastartingpointforfarmstosuccessfullynavigatethroughtherules,regulationsandbylawsthatgovernthetourismandagriculturalindustries.
Ensuring agri‐tourism activities align with regulatory environment
Althoughmanyfarmsareengaginginagri‐tourisminitiativestohelpdiversifyrevenueortohelpincreasethedemandforfarmproducts,thepoliciesandregulationsoffarmandnon‐farmactivitiesonlandintheALRcanlimitafarmsabilitytoprovidecertainagri‐tourismexperiences.Itisimportantforfarmerstohaveasolidunderstandingofthezoningandbuildingcoderequirementsinplaceintheirlocalmunicipalitiesorregionaldistrictasthesewillnotonlydepictthetypesofactivitiespermittedonthefarmbutalsocontrolorinfluencethescale,typeorsizeofoperationthatcantakeplace.AsthefarminglandscapeinBCisdiverse,itisimportantthatfarmsseekdirectionfromlocalbylawsandregulationsasthesecandifferfromonemunicipalityorregionaldistricttoanother.
UsefulLinks:
Thelinksbelowhighlightanumberofimportantwebsitesanddocumentsforfarmstoreview.TheAgriculturalLandCommissionwebsiteprovidesvaluableresourcesforFarmstobecomewellversedabouttheregulationspermittingagri‐tourismactivitiesonfarmlandwithintheALR.FarmsthatarenotintheALRlookingtoengageinagri‐tourismshouldcheckwiththeirmunicipalityorregionaldistricttoensuretheplannedagri‐tourismactivitiescomplywithintheexistingregulations.
AgriculturalLandCommission
http://www.alc.gov.bc.ca/
AgriculturalLandCommissionAct
http://www.bclaws.ca/civix/document/id/complete/statreg/02036_01
AgriculturalLandCommissionPolicies
ActivitiesDesignatedasFarmUse:Agri‐tourismActivitiesintheALR
o http://www.alc.gov.bc.ca/assets/alc/
PermittedUsesintheALR:Agri‐tourism
Accommodation:o http://www.alc.gov.bc.ca/alc/
AgriServiceBC
Phone:1‐888‐221‐7141 AgriServiceBC@gov.bc.ca
Stage1
Decidingifagri‐tourismisa
goodfitforyourfarm
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Whilebecomingfamiliarwiththerulesandregulationsinyourmunicipalityorregionaldistrictcanbeatimelyand/orfrustratingprocess,takingaproactiveapproachbylearningaboutwhatcanorcannotbedoneinyourmunicipalityorregionaldistrictcansavebothtimeandfinancialresources.Aswell,farmsmayberequiredtoadjusttheiragri‐tourismplansbasedontheregulationsorbylawsinplaceasmanyactivitiesrequiretheuseofdesignatedfarmlandinunfamiliarways.Itisimportantforfarmstoworktogethertobuildawarenessandsupportforagri‐tourismasitmayrequirebylawamendmentsorpolicyadaptionsinsomeareas.Doingsomaybeaslowroute,butsomehavemanagedtobesuccessfulinthisprocess.
Food safety regulations
Whenprovidinganagri‐tourismexperiencethatinvolvesfood,farmsarerequiredtoabidebytheregulationssetbyTheCanadianFoodInspectionAgency(CFIA).TheCFIAhasdevelopedregulationsfortheproduction,processing,andlabelingoffoodsinCanada.FormoreinformationonfoodsafetyregulationsvisitstheCFIAwebsiteatwww.inspection.gc.ca.
Thedeliveryofvariousagri‐tourismexperiencessuchasthoseinvolvingarestaurant,aconcession,aBBQ,etc.mustensurethattheprovisionofthesetypesofservicesaresupportedbytheregulationsputinplacebytheprovincialgovernmentorthemunicipalityofwherethefarmislocated.Localhealthauthoritiesalsoplayaroleinmitigatingthehealthandsafetyconcernsinvolvedwithagri‐tourismexperiencesinvolvingthepurchaseoffood.Farmsarerecommendedtocheckwiththeirlocalmunicipalitiesandhealthauthoritiestoreceivefurtherdirectiononthedocumentationrequiredtodeliveranagri‐tourismexperienceinvolvingthesaleoffood.
Worksafe BC regulations
WorkSafeBCisdedicatedinpromotingworkplacehealthandsafetyfortheworkersandemployersinBC.Intheeventofwork‐relatedinjuriesordiseases,WorkSafeBCworkswiththeaffectedpartiestoprovidereturn‐to‐workrehabilitation,compensation,healthcarebenefits,andarangeofotherservices.UnderstandingWorkSafeBC’sregulationsisakeyfactortosuccesswhenimplementingagri‐tourismactivitiesastheregulationsareinplacetokeepstaffandworkersafe.FarmsthathavehiredhelporareconsideringhiringfamilymembersorexternalstaffarestronglyrecommendedtoensurethelogisticsaroundemploymentandworkplacesafetycompilewiththeWorkSafeBCstandards.WorkSafeprofessionalscanguidefarmsthroughtheprocessesofdevelopinganagri‐tourismoperationthatalignswiththeregulatorstandardsofWorkSafeandtoensurethatthefarmhassufficientinsuranceandliabilitycoveragefortheagri‐tourismoperationatplay.
AgriculturalLandReserve:
TheAgriculturalLandReserve(ALR)isaBCprovinciallandusezonecreatedin1973thatplacesagriculturalactivitiesaboveallotherlanduseswithinALRzonedareas.TheALRhasactedasaboundaryprotectingfarmlandfromurbansprawlsince1973.AlthoughtheALRisawell‐establishedprovincialregulationandAct,theALRcontinuestobethreatenedbyurbanization,thechangesintheALRlegislationandthedevelopmentofnon‐farmuseactivitiesonlandzonedstrictlyforagriculturaluse.ThestrictzoningoftheALRpreventsorlimitsthedevelopmentoftheALRfornon‐farmuseactivitiesbutforthoselookingtoengageinagri‐tourism,thiscanalsoposeanumberofchallenges.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Land&spaceWhenconsideringbringingvisitorsontoyourfarmitisimportanttoevaluatethelayoutofyourlandandtheamountofspaceyoucandedicatetowardsprovidingvisitorexperiences.
Bringingvisitorsintoafarmenvironmentrequiresanumberofcarefulconsiderationsaboutlanduse.Ifyouareconsideringtohavevisitorsonyourfarmtheywilllikelydrive,meaningyouneedtoprovideadequatespaceforparking.Ontopofthespaceneededforagriculturalproduction,youwillneedtoconsiderhowmuchspaceyoucandedicatetocreateavisitorexperience.
Ifyouaresellingthetangibleproductofpumpkinsyoumaywanttoprovideanexperiencethatincludeawagon‐ridelikeLaityPumpkinPatch,howeveryouwillthenneedtoconsiderwhereyoucanstorethemachineryandwagonwhenitisnotinuse.
Whendecidingonifagri‐tourismistherightfitforyourfarmyoushouldalsoconsider:(1)neighboringpropertiesandthelevelofnoiseyourexperiencemaycreate;(2)thezoningbylawsandsetbackrequirementsforbuildings,structuresandparking;(3)thedangerousaspectsofyourpropertythatcouldbeathreattovisitorsafety;or(4)theareasthatyoudon’twantvisitorstogosuchasinyourworkingfields,livestockpensand/orvegetablegardens.
Whenevaluatingyourlandandspace,youshouldalsoconsiderthesafetyandintegrityofthebuildings,shelters,fences,corrals,workingfacilities,equipment,roadsandtrailslocatedonornearyourproperty.Asdescribedintheexamples,consideringtheaccessibilityofyourfarmisalsoimportant.
Whenevaluatingyourlandandspaceresources&assetsyoushouldaskyourself:
Willthedistancethatvisitorshavetotravelbeworthitfortheagri‐tourismexperiencethatyouareoffering?
Isyourlandaccessibleforeveryone?Forexample…children,seniors,peoplewithspecialneeds? Doesyourlandorspacepresentanyriskstothevisitorsthatcometothefarm?Arethelocationsof
yourpastures,livestockandanyotherriskfactorssituatedasafedistanceawayfromwhereyouplantohostvisitors?
SurroundingamenitiesWhatsurroundingyourfarmmakesitattractivetovisitors?Surroundingamenitiesbothonandoffyourfarmcanhelpcontributetotheoverallagri‐tourismexperience.Whileyoursurroundingamenitiesmaybetakenforgrantedbyyou,visitorsmayfindtheseuniqueandinteresting.Makealistofamenitiesthatcanenhancetheexperienceofyourvisitorssuchaswildlife,lakes,rivers,fishingopportunities,hikingtrailsandproximitytonaturalorman‐madepointsofinterestandpromotethemasthesurroundingstoyourfarm.
Factorinspacerequirements…
Ifyouhaveatenacreparcelwherefiveofthoseacresareusedtogrowhayandanotherthreearededicatedtoyourbarnandthefieldthathousesyourlivestock,youareleftwithtwoacrestocreateavisitorexperiencewhichinvolvessellingtangibleandnontangibleproducts.Whilemanyexperiencescanbe
createdontwoacresyouwillneedtotakeintoconsiderationroomforparkingandspaceforadditionalactivities.Maybeyouwanttoinvitevisitorsintothebarnforlivestockviewingsorforbiosecurityreasonsyoumaywanttocreateanadditionallivestockviewingareainyour2
freeacrestokeepvisitorsoutofthebarnyetstillenjoyinteractionswithlivestock.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Presenceofotheragri‐tourismoperatorsThepresenceofotheragri‐tourismoperatorscanbeagreattooltohelpdrawinagri‐tourists.AsdescribeinthecasestudyofSaltwestoperatorsinvolvedinagri‐tourismwhoareincloseproximitycancross‐promotetheirproductstohelpincreasevisitornumbers.Thepresenceofotheragri‐tourismoperatorscanprovidecomplimentaryexperienceswhichcreatesastrongerdrawtothearea.SeetheexampleofthePembertonSlowFoodCycletoseehowthepresenceofotheragri‐tourismoperatorscanhelptoincreasethedemandforproducts.
HumanresourcesCarefulconsiderationforwhoisgoingtostaffthecreationanddeliveryofagri‐tourismisneeded.Tourismisalabourintensiveindustrylikefarming.Makesurethatyouhaveadequate,well‐trainedstaffavailableduringthehoursthatyouexpectvisitorstoarrive.
Whenthinkingaboutstaffing,considerthefollowingquestions:
Doesyourcurrentstaffcomplementhavetheskillstodesignanddeliverhighqualityvisitorexperiences?(i.e.marketing,programandeventplanning,customerservice,research,pricing)
Howmanyemployeeswillyouneedtoruntheagri‐tourismactivitiesandwhatmonths? Whattypesofpositionswillneedtobefilledex.)Tourguide,activityleader,tractordriver,frontdesk
receptionist,gardener? Whatarethejobresponsibilitiesandrequiredexperienceforthepositionsidentified? Onceyougetstartedandfindyouneedadditionalemployees,whereandhowwillyoufindthem? Whatprocesswillyouusetoscreenandhireemployees(job‐skilltesting,jobinterviews,etc.). Whattrainingneedswillyouface&howmuchwillthiscost? Howwillyousetsalariesandwages? Whatbenefitswillyouprovide?
TheSlowFoodCycle,Pemberton
Pembertonresidentswhowereconcernedaboutthepressuresendangeringlocalfarmland,startedtheSlowFoodCycleSundaytoinformresidentsandvisitorsabouttheimportanceoffarmlandandtoprovideaspaceforfarmers
andconsumerstoconnect.InspiredbytheprinciplesofSlowFood,thecyclehaschangedovertheyearstoaccommodateincreasedvisitortrafficandchangingvisitormotivations.Collaborationswithvariousfarms,partners,
andtourismPembertonhasmadetheeventoneofBC’smanyuniqueagri‐tourismexperiences.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
FinancialresourcesInvestinginagri‐tourismrequiresyoutobemindfulofthefinancialresourcesatyourdisposal.Chapter6goesintodetailonthetypesofinvestmentsfarmerscanexpecttomakeandthereturnstheycanexpecttoreceiveinagri‐tourism.ThereflectionquestionsattheendofthissectionaswellasthoseattheendofChapter8willhelpguideyouthroughtheprocessofcreatingafinancialplanbasedontheexperienceyouwanttodeliver.
Reflectionquestions:
1. IsyourfarmlocatedwithintheALR?Ifso,doyouneedtoapplyforrezoningiftheactivitiesinvolvedwithyouragri‐tourismexperienceareconsiderednon‐farmuse?
2. IfyourfarmisnotintheALRbuthasfarmstatuswhatlocalbylawsandregulationsareinplacethatmaylimityourabilitytomoveforwardwiththedeliveringtheagri‐tourismexperiencethatareplanned?
3. Whatconstraintsdothezoningregulationsandlocalbylawsinplacepresentwhentryingtodeliveryourchosenagri‐tourismactivities?Canyoualtertheseactivitiesorchangetheexperienceyouaredeliveringtoalignwiththezoningregulationsorlocalbylaws?
4. Doesyourfarmsetupprovideaccesstolandandspaceneededtodelivertheintendedexperience?
5. Isthelocationofyourfarmaccessibleforvisitors?Ifnotcouldsignageorspecificmarketinghelp?
6. Doyouhaveaccesstothefinancialresourcesrequiredtocoverstart‐upcostsandinvestinfutureactivities?
7. Doyouhaveaccesstohumanresourcestohelpleadtheactivitiesanddelivertheexperiences?
BlueMoonFarm&EstateWinery,ComoxValley
BlueMoonFarm(alsoknownasNatureWayFarm),isanorganicfarmlocatedintheComoxValley.BlueMoonFarmworksinpartnershipwithBlueMoonEstateWinery.Thefarmisfocusedongrowingblueberries,strawberriesandraspberries.In2012theyplanted150treesincludingplum,pearandapple.Thefarminvitesvisitorstoenjoyadayexperiencewheretheycantourthewinery,enjoywinetastingandparticipateinanyofthespecialeventstakingplaceatthewinery.BlueMoonFarmsellstheirfruitatlocalfarmers’marketsinthesummermonths.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Chapter 6: Determining the level of investment in agri‐tourism Participatinginagri‐tourismrequiresinvestmentoffarmresources.Thischapterwillwalkthroughandexplainthelevelsofinvestmentthatcanbemadetodeliverdifferenttypesofagri‐tourismexperiences.
Farmscanchoosehowintegratedtheywanttheirfarmtobecomewithtourism.Theycanchoosetohavelowlevelengagement(orgetkneedeep);mediumlevelofengagement(orwastedeep);orhighlevelengagement(neckdeep).Ateachlevel,thetypesofactivities,theexposureofthefarmtovisitors,andtheinvestments/returnsdiffer.Figure10illustratestheselevels.
Figure10:Determiningyourlevelofinvestmentinagri‐tourism
Stage2
Determiningyourdesiredlevelof
engagement
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Farmsthatengageatkneedeeplevelsbyplacingtheirproductsinfrontofvisitorswillexperiencelesschangestotheirworkingfarmhowever,theywillnotbenefitfromdirectspendingofvisitorsforfarmbasedactivitieswhichcanbesignificantatthewaistdeepandespecially,theneckdeeplevelsofengagement.Investmentsarenotsolelyfinancialinvestmentsasillustratedinthecasestudieswherefarmershadtoconsiderhowmuchtimetheywantedtospendonagri‐tourism,thelanddedicatedtocreatingvisitorexperiencesandalsohowmuchpersonalprivacywasgivenup.Figure11showcasessomeofthepotentialchangesafarmmayexperiencewhenengagingwithagri‐tourismatthedifferentlevels.
Figure11:Potentialchangestofarmbasedonlevelofinvestmentinagri‐tourism
Knee deep: Placing products in front of visitors Mostfarmsarealreadybenefittinginsomewayfromvisitorswhentheirproductsareplacedinvenueswherevisitorscanpurchasethem.Thisplacementcanoccurinanumberofways.Toengageinthistypeofagri‐tourismfarmscanselltheirproductsatfarmers’markets,torestaurants,throughfarmgatesalesandatstores.Theprostoengaginginthislevelofagri‐tourismcanincludenothavingtoinvitevisitorsonsiteresultingintheavoidanceoftheadditionalcostsaroundliability,insuranceandvanity.Thisalsomaintainsahigherlevelofpersonalprivacyoffarmsandthefamiliesthatrunthem,asvisitorsarenotvisitingthefarm.Placingproductsinfrontofvisitorscanalsobenefitthefarmasthistypeofagri‐tourismallowsthefarmtoadvertisethesaleoftheirproductsandincreasetheircurrentcustomerbasewhentheygainexposuretovisitors.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Intermsofcons,engagingatthekneedeeplevelcanlimittherevenuethatmanyfarmsarelookingasanoutcomeoftheirdiversificationstrategy.Operatorswhoareinvolvedinthislevelofengagementmayexperienceasmallerreturnontheirinvestmentthanotherengagementlevels.Withthatbeingsaid,engagingatthislevelfirstcanhelpfarmsseeifagri‐tourismistherightfitfortheirfarmwithoutasignificantinitialinvestment.Iffarmsparticipatinginthislevelofagri‐tourismfindthatitisafit,theycanexpandbyinvitingvisitorstotheirfarminfutureyears.SaltwestNaturalscasestudydepictsthislevelofadaptionnicely.Thecasestudybelow,describeshowtheStonyMountainFarmlocatedinUpperSquamishValleyissuccessfullyengaginginagri‐tourisminthreedifferentways.
CaseStudy:StonyMountainFarmStonyMountainFarmisasmall‐scalefarmlocatedintheUpperSquamishValley.Thefarmstartedinthefallof2008with50layinghens.Overtime,thefarmhasincreasedthenumberoflayinghensandhasnowgrowntoencompassturkeys,chickens,largeblackheritagepigsandSaanengoats.StonyMountainFarmispassionateaboutraisinganimalsinarespectedandnaturalwaytoprovidecustomerswithhealthyanddeliciousfoodthathasbeenraisedhumanly.Thefarmpridesitselfonbeingaveryhandsonfarmbydoingeverythingtheoldfashionedway’byhand.StonyMountainFarmsellstheirproductsattheSquamishFarmersMarketandatotherMarketsintheSeatoSkyCorridor.TheFarmalsosellstheirproductswiththeGoodTimeFarming’sseasonalCommunitySupportedAgriculture(CSA)harvestboxandthroughthebestbreakfastintownprogramwheretheeggsfromStonyMountainFarmaresoldtoFergie’sacafélocatedwithinanearbyresort.VisitorsandlocalresidentscanpurchaseproductsfromStonyMountainFarmatfarmers’markets,throughonlineordersorwhenenjoyingbreakfastatFergie’s.
Interpretation:
StonyMountainFarmisinvolvedinagri‐tourisminanumberofways.Asdescribed,StonyMountainFarmisplacingtheirproductsinfrontofvisitorsbyparticipatinginlocalfarmers’markets,contributingtoalocalCSAprogramaswellasbysupplyingalocalcaféwiththeirfarmfresheggs.
Farmers’marketsareanofffarmactivitythatprovidesanopportunityforfarmerstoselltheirproductsbystrategicallyplacingtheirproductsinfrontoflargegroupsofvisitors.WhilemarketsprovideanopportunityforFarmerstoselltothelocalresidents,marketsareoftenadvertisedasatourismactivitythroughlocaltourismmarketingassociationstoencouragevisitorsfrominsteadandoutsidethecommunitytoenjoyandsupportlocalfarmers.Likemanymarkets,theSquamishFarmersMarketworksinpartnershipwithTourismSquamishtoadvertisethemarkettovisitorsfromoutsideoftheregiontoenjoyandexperiencetheSquamishMarketandsurroundingarea.Thistypeofcollaborativeadvertisingallowsfarmerstheopportunitytoselltheirproductsbothtovisitorslivingwithintheregionandthosewhoaspassingthroughwhomanybuyfarmproductswhileontheirtriporaspostexperiencesouvenir.Farmers’marketscanhaveapositiveimpactforboththelocalcommunityandforthefarmer.
In2012theSquamishFarmersMarketinjectedover$1.8millionannuallyintothelocaleconomyandastudyconductedbyFarmers’MarketsCanadafoundthatonaveragefarmsthatparticipateinmarketssellaboutonethirdoftheirproductsonanannualbasisinamarketsetting.Thefindingsfrombothstudiesshowcasethepositiveimpactfarmers’marketscanhaveonthelocalcommunityandonthefarmssellingatthemarket.Theresultsalsohighlightthebenefitsofagri‐tourismasthesecanhelpincreasethedemandforfarmer’sproductsorprovidethecreationofalternativestreamsofrevenue,suchasintheexampleofStonyMountainFarmsellingtheireggstothecafélocatedatanearbyresort.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Marketsareagreatexampleofhowfarmerscanbefocusedonsellingtotheirlocalcommunityyetbenefitfromthecrossoverwithagri‐tourism.Marketsarealsoabeneficialfirststepforfarmsinterestedinengaginginagri‐tourismbutdonotwanttoengageinahighlevelofinvestmentrightaway.Participationinamarketalsoallowsfarmerstopracticetheircustomerservicesskillsandtotestouttheirresourcepooltoseeiftheyhasaccesstoadditionalfamilymembers/staff,financialresourcesandtime.
Seethequestionsbelowtoidentifyifyouareparticipatinginthelowlevelofengagementofagri‐tourismorifactivitiessuchasfarmers’marketsmaybeagoodfittosellyourproducts:
Questionstoconsiderforyourfarm:
1. Doyouneedtofindnewwaystomarketexistingproducts?
2. Areyoulookingtostrengthendemandandincreaseyourcustomerbase?
3. Isthereanexistingfarmersmarketinyourlocalareaandifsowouldtheprosofparticipatinginthefarmersmarketoutweighthecons?
4. Doyouhavetheresourcesavailabletoparticipateinthislevelofagri‐tourism?
Waist deep: Inviting people to your farm for a day experience Thenextlevelofengagementwithagri‐tourismprovidesanopportunityforfarmstogo“waistdeep”byinvitingvisitorstotheirfarmforintangibleexperiences.Engaginginthislevelofagri‐tourism,farmsalsohaveagreaterpossibilityatgeneratingnewsourcesofrevenue.Invitingvisitorstothefarmforadayexperiencerequiresfarmstoidentifyactivitiesthatwouldbeappealingtovisitors.Ifyourfarmisinterestedinengaginginthislevelofagri‐tourismbesuretoreviewtheprevioussectionthatemphasizestheimportanceofsellingproductslinkedtoexperiences.
Therearemanyprosofinvitingvisitorstoyourfarmforadayexperience.Beyondthepotentialofrevenuediversification,hostingvisitorsforadaymayprovideanemploymentpositionforafamilymemberkeentobeinvolvedinthefarmingbusiness.Aswell,generatingahighlevelofvisitortraffictoyourfarmcanincreasethedemandfortheagricultureproductsbeingsoldultimatelycreatingademandforincreasedproduction.Hostingdayeventssuchasfestivalscanbeabeneficialwaytobuildconnectionswithotheragri‐tourismoperators,withyourcustomersandwithyourgreatercommunity.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Someoftheconsofengagingwiththislevelofagri‐tourismcanincludegreatertimecommitmentsrequiredtodesign,marketanddelivervisitorexperiences.Thisincreaseintimecommitmentcanstemfromtheneedtospendextratimeonnon‐farmproductionactivitiessuchascustomerserviceoradministrativetaskssuchasbookingtours.Eachoftheserequiresskillsetsthatmayormaynotbepresentinthecurrentfarmoperation.Ahighnumberofvisitorscomingtothefarmcanalsoposechallengeswithmanagingbiosecurity,visitorsafetyandprovidingadequatefacilitiessuchasparking,publicwashroomsandanundercoverareaifitstartstorain.
ThecasestudysharingthestoryofSaltwestNaturalsdoesagreatjobatdepictingtheimportanceofbeingattentiveandawareofvisitorschangingdemandsanddesiresandhowtohavetheappropriatetoolsinplacetobeabletomaketheseadjustmentsquickly.PaycloseattentiontohowSaltwestNaturalsandTugwellCreekFarmandMeaderyworktogethertointermsofcross‐promotion.
CaseStudy:SaltwestNaturalsSaltwestNaturalswasfoundedinMarch2011byJessica&JeffAbel.Afteralongjourneyoftryingtofindanideallocationfortheirsaltharvestry,Jessica&JefffoundtheperfectparceltuckedoffHwy14,nestledbetweenFrenchBeachandSookeinOtterPoint.Toselltheirproduct–WestCoastseasaltandspicerubs,JessicaandJefffocusedonplacingtheirproductsinfrontofvisitorsbyparticipatinginnumerousfarmers’markets.Recently,Jessica&Jeffnoticedthatanincreasingnumberofvisitorsstartedtostopbytheharvestryinterestedandwantingmoreinformationabouttheharvestryandtheprocessofhowthesaltwasharvested.JessicaandJeffsoonfoundthemselvesofferingmanyimprovtours,educatingvisitorsandsharingthestoryofSaltwestNaturals.Thechallengewasthatmostvisitorswererequestingtoursonsiteontheweekends,butthiswasthetimewhenJessica&Jeffwereoffsiteplacingtheirproductsinfrontofvisitorsbysellingatmarkets.Asthedemandfortourscontinuedtoincrease,JessicaandJessstartedtothinkaboutthenewbusinessopportunitiesassociatedwithinvitingvisitorstotheharvestryforadayexperience.JessicaandJeffhavemovedawayfromparticipatinginmarketsandtowardsamediuminvestmentinagri‐tourismbypreparinganonsitedayexperienceforvisitorstoenjoy.
Interpretation:
Makingthebusinessdecisiontomoveawayfromthelowerlevelofengagementactivitiesinagri‐tourismsuchasfarmers’marketsandinsteadchoosingtoadapttoconsumerdemandsbyprovidinganonsitedayexperiencehasresultedindiversifiedrevenuessteamsandpositivegrowthfortheSaltwestNaturalsCompany.
ThevisitordemandforthistypeofexperiencehasresultedinJessica&JeffcontinuingtoselltheirSaltwestproductsatvariousretailoutletsandattheirnewlyestablishedonsitestore.Whilethisdecisionhasbroughtaboutchangetothefarm,ithasresultedinthecreationofanumberofnewrevenuestreamsincluding(1)onsitetoursoftheharvestry;(2)theopeningofthenewonsitestorewhereallexistingandnewSaltwestproductscanbepurchased;(3)theexpansionofonsiteorganicherbproductiontosupplyallofSaltwest’srubsandspicemixes;and(4)thebottlingandsellingofCoastSalishbottledwater,asthisfreshwateristheby‐productoftheseasaltharvestingprocess.
Ifyourfarmisinterestedinengaginginamediumorhighlevelofagri‐tourismbesuretoreviewtheprevious
sectionthatemphasizestheimportanceofselling
productslinkedtoexperiences.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
DecidingwheretocreatetheSaltwestHarvestrywasanimportantdecisionthatdependedontheprocessofharvestingseasalt.AsthelocationoftheHarvestryistuckedoffHighway14,strategicmarketingisakeysuccessfactorwhenworkingtoattractvisitors.SignagewasanimportantconsiderationastheSaltwestHarvestryislocatedwelloffthemainhighway.Tomitigatethisissue,SaltwestworkedwiththeMinistryofHighwaystoenableSaltwestsignagetobeplacedalongHighway14,providingvaluableexposuretotouristslookingfortheHarvestryandtothoseonroutetoanotherdestinationinthesurroundingarea.Aspreviouslymentioned,anotherkeysuccessfactorinagri‐tourismismarketing;however,ruralfarmsworkinginisolationmayfinditchallengingtoattractinvisitorsasvisitorstendtraveltodestinationsformorethanoneexperienceoractivity.Knowingthatcross‐promotioncanaidintheattractionofvisitors,SaltwestandTugwellCreekFarmandMeadery,alocalfarminvolvedinthecreationofhoney,honeywine,andjam,usescross‐promotiontosupporteachother’sagri‐tourismventures.Asthetwoagri‐tourismproductsaredifferentyetcomplimentary,TugwellandSaltwestexperienceahigheryieldoftouristsviacross‐promotionasvisitorsreceiveamorewell‐roundedexperiencethanifthetwooperatorsweretoworkindividuallyanddidnotcross‐promotetheirexperiences.
Byincreasingtheirlevelofengagementinagri‐tourism,Jessica&Jeffcanexpecttohaveagreaterreturnoninvestmentinagri‐tourism.Recognizingandadaptingtovisitors’demandshaveprovensuccessfulinSaltwestNaturalsoverallgrowthandinincreasingthedemandfortheiragriculturalproduct.
Neck deep: Inviting people to your farm for an overnight experience Farmscanalsoinvestfurtherinagri‐tourismbygoing“neckdeep”andinvitingvisitorsforovernightstays.Thiscanincludebedandbreakfastoperations,campingorRVopportunities,farmstaysorcabinrentalsorotheroptions.Engaginginthislevelofagri‐tourismprovidesfarmswithanopportunitytodiversifytheirrevenuestreamsbycreatingadditionalactivitiesandexperiencesforvisitorstoenjoywhileonsiteandprovidesanopportunitytoincreasethedemandfortheagriculturalproductsgrown.
Therearemanybenefitstoengaginginthislevelofagri‐tourism.Whenparticipatinginagri‐tourism,upto60%ormoreofvisitors’dailyspendingisontheiraccommodationcosts.Inthissense,havingvisitorsstayovernightenablesfarmstodiversifyandincreasetheirrevenuestreamwithoutnecessarilyhavingalotofvisitorsontheirfarm.Whilesimilartogoingwaistdeep,thesevisitorsareconsideredhigheryieldbutlowerinvolume.Forexample,awaistdeepfarmmayneedtobringinhundredsofdayvisitorswhospendlessontheirvisittoequalthesamerevenueasfewervisitorsstayingovernight.Whenvisitorshavemoretimetospendparticipatinginactivities,farmsengagedinthistypeofagri‐tourismcanprovideadditionalservicessuchashorsebackriding,guidedhikesorfishingtrips,foranadditionalchargeontopoftheaccommodationfee.
Toengageinthislevelofagri‐tourism,farmsneedtoensurethezoningoftheirfarmpermitstheuseofovernightstays.Zoningmaypresentlimitationsorflexibilitytoprovideahighlevelofengagementwithagri‐tourismdependingonifthefarmislocatedwithintheALR.TheAgriculturalLandCommissioncanbecontactedtoprovideassistancewiththereviewofthefarmandnon‐farmuseactivitiesoutlinedwithinAgriculturalLandCommissionAct.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Ifzoningpermits,engaginginthislevelcanalsopresentanumberofchallenges.Oftentimesthistypeofengagementrequiresfarmstohaveaccesstoadditionalresourcessuchasfundstobuildaccommodations,time,staffandadequatespaceandlandusechallenges.Atthislevel,farmsmayexperiencegreaterfinancialinvestmentsandexpenses,alossofpersonalprivacy,andincreasedtimededicatedtowardsensuringvisitorsareenjoyingtheexperience.
ThecasestudybelowhighlightsAveleyRanchLambFarmwhereownersJosephandIanprovideauniqueovernightexperienceforinterestedguests.ThecasestudydescribesthelevelofcommitmentneededtoprovideanexcellentandmemorablevisitorexperienceforthosewhospendanightortwoatAveleyRanchLambFarm.
CaseStudy:AveleyHeritageSheepRanch:TheAveleyHeritageSheepRanchislocatedwithintheNorthernThompsonregionoftheUpperOkanaganandcallstheruralcommunityofVavenby,BChome.TheAveleyHeritageSheepRanchhasbeeninthefamilyforoveracenturyandhasbeenrunbyfourgenerationsoffamilymembers.
Theranchispassionateaboutnotusingpesticidesorunnaturalfertilizertogrowtheiranimalsandcropsandprovidesagrazingenvironmentfortheirheritagesheepfromspringtofall.TheAveleyRanchprovidesanagri‐tourismexperiencethatencompassesbothtangibleandintangibleproducts.Visitorscanpurchaseaccommodationsforaonenightorcanenjoyamulti‐nightstayallowingvisitorsmoretimetoparticipateinanumberoftoursofferedattheAveleyRanch.Self‐guidedlambingtoursarealwaysapopularamongvisitors.Thisexperienceallowsvisitorstoexplorethefarmandtoenjoywatchingnewbornlambs.Visitorscanalsoenjoyahayridearoundtheranch.ThemainfocusofAveleyRanchistoselltheirlamb;however,theranchalsosellshay,ewesandramstoneighborsinthesurroundingarea.Intermsoftourism,theAveleyRanchencouragesvisitorstoenjoythelambingtours;alpinesheepguidedtour,orthefamilyholidaytourandaccommodationpackage.
Interpretation:
TheAveleyHeritageSheepRanchislocatedinarurallocation.Whilethisrurallocationcouldbeseenasaconstraint,theAveleyHeritageSheepRanchhasdoneanexcellentjobatcommunicatingthetypeofexperiencevisitorscanexpecttoreceivewhileontheranch.ThisisdonethroughtheRanch’swebsite.TheAveleyfamilyispassionateaboutkeepingthefarminthefamilyandhasadaptedtovisitorsrequestsovertimetoensuretheiroperationstayscurrentandcaterstothedemandsofvisitors.Forinstance,manyagri‐touristsenjoylearningabouttheheritageassociatedwithplace,whetherthatisthroughaheritagebuilding,arurallandscapeoracenturyfarm.AdetailedstoryoftheAveleyRanchcanbefoundontheRanch’swebsite;thestoryexplainshowthefarmwasfounded,bywhom,andhowthefarmeventuallyworkitswayintoitscurrentfamily.Thewebsitestoryisagreatexampleofhowtocommunicateanexperiencetoenticevisitorstraveltoyourfarmorranch.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Reflectionquestions:
1. Howinvesteddoyouwanttobecomeinagri‐tourism?2. Whatarethebenefitsthatyouareseekingfromthatlevelofengagement?3. Whatarethepotentialcoststhatmaybeincurred?4. Doyouhaveplanstoincreaseyourlevelofengagementifagri‐tourismworksforyourfarm?5. Whattypesofinvestmentswillberequiredtoengageinthislevelofagri‐tourism?
a. Financialb. Timec. Skillsd. Lande. Interactionwithvisitorsf. Other?
OkanaganLavenderHerbFarm,Kelowna
TheOkanaganLavenderHerbFarmstartedoperatingasanagri‐tourismdestinationinthe90s.Today,thefarmoffersguidedandself‐guidedtoursforvisitorstoenjoy.Visitorscanalsopurchaseaselectionofproductsfromthefarm’sonsiteboutiqueandenjoycaféstylegoodsincludinglavenderlemonadeandlavendergelatoatthefarm’sonsitestore.Inadditiontoofferingworkshops,theOkanaganLavenderHerbFarmalsoprovidesvenuerentalsforweddingphotographysessions.
RockyMountainBuffaloRanch,BlaeberryValley
Thisbuffaloranchoccupiesupto80acresoflandwithaccesstoforests,meadows,pastures,andwetlands,aswellasapond,creekandriver.Thefarminvitesvisitorstoenjoyadayorovernightexperience.Itoffersaccommodationrentals,buffalotours,natureretreats,hiking,skiing,rafting,fishing,biking,kayaking,horsebackridingandotherseasonalactivities.Sincethetimeofopening,RockyMountainBuffaloRanchhashostedvisitorsfromallovertheworld.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Chapter 7: Ensuring the safety of your visitors: Risk management
Risk management Establishingagri‐tourismonyourfarmwillinvolveextrariskforyouaswellasforyourvisitors.Dependingonyourleveloninvestment,youwillneedtoidentifyandmanageriskseffectively.Thefirststepofmanagingriskonyourfarmistobeawareofitsexistenceafterwhichtimeyouhaveoptionstoavoid,reduce,acceptortransfertherisks.Figure12showcasestheprocessfarmscanusetohelpmanagethepotentialrisksinvolvedwiththeagri‐tourismexperiencestheymaybeoffering.
Figure12:Managingpotentialrisksonafarm
RiskstovisitorsYoushouldbeawareofpossibleriskstovisitorsduetoinjuryorsafetyissuesBEFOREyouestablishagri‐tourismonyourfarm.Thinkabouthowvisitorswillmovethroughyourpropertyandbecomeexposedtoyourtangibleproductsaswellastothefarmsetting.Whatwilltheycomeintocontactwiththatmayexposearisktothem?Identifyallpossibleriskstovisitors,particularforonfarmactivities.Thenconsidersomeofthefollowing:1. Workwithyourlegalteamtodevelopagoodqualitywaiverforactivitiesthatpresentrisks.2. Haveaplanforemergenciesthatisknowntoyouremployeesandcommunicatedtovisitors.3. ObtainandkeepagoodfirstaidkitpresentandhavesomeonetrainedinFirstAid.4. Suggestforyourvisitorstowearappropriateshoesandclothes.5. Explaintoyourgueststhatfarmoperationshavecertaindangers(insects,unevenground,farmodours).
Beawareoftherisk
Avoidtherisk
Reducetherisk
Accepttherisk
Tranfertherisk
Stage3
Preparingtohostvisitors
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
RiskstothefarmThinkofpotentialrisksforyourpropertyaswell.
a. Parkallyouragriculturalmachineryawayfromthevisitor’sarea.Peoplemightbeinterestedandaskyouquestionsaboutyourequipment,butyoudonotwantchildrenusingthemasclimbingobjects.
b. Allpesticidesandotheragriculturalproductsshouldbestoredawayfromthevisitors.Repairfacilitiesshouldbelockedwhileyouhavetouristsonyourfarm.
c. Ifthereareanyareasorfacilitiesonyourfarmwhereyoudonotwantanybodytogotoforpersonalorsafetyconcernsputthesign“DoNotEnter”acrosstheentrance.
Nowthatyouhaveidentifiedtherisks,youhavetodecidehowyouwillmanageeachofthem.Oneoptionistoavoidthem.Thissimplymeansthatsomerisksaretoomuchofathreattothefarmoperationorvisitors,sotheseactivitiescanbecrossedoffornotofferedaspotentialoptionsforagri‐tourism.
Anotheroptionistoreducetherisks.Thismeansthatyouoffertheactivity,butyouthoroughlyrevieweachcomponentandtakeactiontoreducepotentialrisks.Forexample,youmightaddimportantsignagetoeducatevisitorsaboutdangersonthefarm,oryoumighttrainthempriortoanactivity,oryoumightprovidefirstaidmaterialsonsiteshouldanaccidentoccur.Itisvaluabletodiscussactivitieswithyourinsuranceagencyastheymighthaveideastominimizetheinherentrisksandensureadequatecoverage.Anotheroptionistosimplyaccepttherisks.Manyrisksarehighlyunlikelyandyoumayfeelthatyoucansimplyacceptthattheymayhappenandinsuchacase,youprepareforthemshouldtheyoccur.Thismightinvolveyouspellingoutriskstoyourguestsandeducatingthemonemergencyproceduresonthefarm.Itwouldalsobegoodtoensureyourstaffistrainedtomanagethese.Makesurethatyouareadequatelyprotectedbyaninsurancepolicyandconsiderhavinganemergencyfundthatcancoverthedeductibles.Thelastoptiontomanagerisksistotransferthem.Riskscanbetransferredandsharedwithvisitorsusingwaiverforms(forappropriateactivities).Farmsalsotransferrisktoathirdpartytoreimburseyouintheoccasionofafinanciallossthroughaninsuranceplan.Makesurethatyoumaintainatruthfulrelationshipwithyourinsuranceagentandyouareawareofallthedetailsofyourinsuranceplan.
Insurance considerations
Adequateinsurancecoverageisimperativeforagri‐tourismoperations.Mostagencieswillcovergeneralagriculturalactivities,butyoushouldnotassumethattheywillcoveragri‐tourismactivities.Youwillneedeithertoaddanextensiontoyourexistinginsurancepolicyorbuyanewpolicywithadifferentcompany.Considerdiscussingthefollowingquestionswithyourinsuranceagentbeforecommittingtoaplan:
1. Doesthepolicycovermydirectfarmsales(roadsidestand)ordoIhavetobuyaseparatecommercialpolicyforit?
2. IstherealimittotheamountortypeofdirectfarmsalesIcanmakeandstillhavethemconsideredassecondarytomyfarmingoperation?
3. Doesmypolicycoveranysalesmadeoffthefarm(farmers’markets,deliverytostoreorrestaurants)?Ifnot,whattypeofpolicyshouldIobtain?
4. Doesmypolicycovervisitorsparticipatingincertainfarmactivities(provideexamples)?5. Asapartofmysalessometimesfamilymembersoremployeesmakedeliveriesofproduceto
customersusingfarmvehicles.Doesmyautomobileinsurancecoversuchtrips?Ifnotwhatwill?6. CanImakechangestomyinsuranceplanatanygivenpointoftime?Ifnotwhataretheconditions?7. Howdoesmyinsurancepolicyworkfortheemployeesthatworkonmyfarm?8. Doesmypolicycoverpossibleinjuries(eitherpersonalorvisitors)?9. Doestheinsuranceagentunderstandthatyouareaproposedfee‐recreationbusiness?
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Liability
Liabilitysimplymeanslegalresponsibilitywhenyoumayberesponsibleforapersonalinjuryorpropertydamagetoathirdparty.Eventhoughyoucannotpreventsomeonefromfilingalawsuitagainstyou,youcanmakesurethatyouragri‐tourismoperationisassafeaspossibleandyouhavetakencaretodevelopariskmanagementplanthatshowsduediligenceinyouroperations.Thereareafewtypesofliabilitythatyouneedtoconsultaboutbeforediversifyingintoagri‐tourism.
Anexampleofgeneralliabilityisafinanciallossbecauseofaphysicalinjuryorpropertydamagetoemployeesorvisitorscausedbyinattention;
Anexampleofapersonalinjuryiswhenoneofyourvisitorsslipsonawettrailandbreaksanarm; Anexampleofpropertydamageiswhenavisitorunintentionallybacksintoyourbarnwiththeir
vehicle; Anexampleofproductliabilityoccurswhenaproductresultsinunintendedharmtoavisitor; AnexampleofprofessionalliabilityisifyouprovideservicesuchasB&Borarestaurantandyour
waitressspillshotsouponacustomer.Consideringalltheaboveyouhavethelegalobligationtocreateasafeenvironmentforyourvisitors.
Biosecurity
Yourtoppriorityistotakecareofyourvisitorsandemployees,butthewellbeingofyouranimalsiscriticalaswell.Livestockandcropscanbedamagedwithdiseasescarriedontheshoesandcartiresoftourists.Atthesametimefarmpropertycanhavesomeinfectionsthatcanbeharmfulforvisitors.Tominimizeyourbiosecurityriskfollow
commonsanitaryproceduresbyhavingwashingstations,makesurevisitorswashtheirhandsaftercontactwithanimals,andsecureyourunfriendlyanimalsawayfromthepublic.Makesurethatyouranimalsgetnecessaryvaccinesandkeeptheserecordsincasesomeoneisbitten.Avoidusinganimalsthataresick,vulnerable,pregnantornursing,underweight,orinneedofvaccines.Ifyouarethinkingofhavingapettingzooonyourpropertymakesurethatallthevisitorsaresupervisedwhiletheyareincontactwithanimals.Neverleavevisitorsunattendedwithyourlivestock.Itisagreatopportunitytoteachtouristsaboutanimalsthroughinteractionswiththem.However,youneedtomakesurethatyouranimalsarefriendlyandhealthyandtheywillnotbeharmedbyyourvisitors.
Reflectivequestions:
1. Thinkingabouttheareasonyourfarmthattouristswillhaveaccessto,
a. Whatactivitiestheywillparticipatein?b. Whowillsupervisethem?c. Whatsafetyprecautionswillyouneedtotake?
2. Whattypesofriskstovisitorsarepresentonyourfarm?3. Howcouldyoumanagetheserisks?
EagleAcresDairy,FortLangley
EagleAcresDairy(formerlyknownasAldorAcres)hasbeenwelcomingvisitorssince1999.TheDairyspecializesingivinggrouptourstofamilies,schoolandseniorgroups,aswellasprovideanoptionforfamiliestohosttheirbirthdaypartycelebrationsatthefarm.EagleAcresprovidesvisitorstheopportunitytoseearealworkingdairyfarminactionwherevisitorscanlearnaboutand/orhelpwiththedailychores.Visitorscanalsoenjoythefarm’spumpkinpatchandagri‐tourisminspiredactivities.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Chapter 8: Getting your agri‐tourism business in front of potential visitors Thischapterwillnoweducatethefarmeronhowtomarkettheexperiencesthattheywanttoprovidetovisitorssothattheyknowtheyexist,aswellaswhereandhowtonavigatetothem.Itwillstartwithanoverviewofmarketinganditwillstresstheimportanceofmarketingcollaborativelywithotherstosharecostsandtocreategreaterawarenessamongvisitingmarkets.Itwillgoovercriticalpromotionaltoolsthatfarmsshouldbeusingtogetthewordoutaswellascollaborativeeventslikecircleroutesandtours.Italsospendssometimecoveringhowtopriceexperiencesinawaythatbringsinsufficientrevenueforthefarm.
Understanding the tourism marketing world
TheFourP’s
Effectivemarketingisanessentialpartofdeterminingthesuccessofanyoperation.Whenunfamiliarwithmarketing,itcanbeeasytooverlookitsimportance.Marketingincludesunderstandingwhatvisitorswant,designingandprovidingproductsandservicestomeetthosedesires,andchoosingthemosteffectivewaytoreachpeople.Withoutpropermarketing,eventhemostwellmanagedagri‐tourismbusinessesmayneverreachtheirdesiredsuccess.Whileeverybodyhasadifferentapproachtomarketing,itisimportanttoaddresstheFourP’sofmarketing:product,promotion,place,andprice.ProductProductreferstoaproduct,serviceorexperiencethatyouprovideonyourfarm.Therearetwoimportantthingsaboutyourproduct.First,makesurethatyourproductisunique.Whatisgoingtohelpyoustandoutamongalltheothersagri‐tourismoperatorsinthearea?Askyourself,whywouldsomeonecomeandvisityourfarm?Asaprovideryouneedtoviewthecustomers’experiencesonyourfarmfromtheirperspective.Trytoanswerthefollowingquestions:
Isyourpropertycleanandvisuallyattractive? Willvisitorsbegreetedbyfriendlyemployees? Doyouhaveproductsforsale? Areyouwillingtotalktovisitorsandsharestoriesaboutfarminglife? Doyouhavecleanandaccessiblerestroomsandcleaningfacilities? Areyoupreparedtoaccommodatetouristswhohavespecialneeds(seniors,peoplewithdisabilities,
familieswithbabystrollers)?
TheFourP’s:
Product
Promotion
Place
Price
Stage4
Gettingyouragri‐tourismbusiness
infrontofpotentialvisitors
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
PromotionWhenyouareinvolvedinagri‐tourism,youneedtothinkaboutcreativeideastoattracttouriststoyoufarmandthenensuretheirsafereturn.Thechallengeliesinfindingthemosteffectiveandlowcostadvertisingstrategies.Makesurethatyourpromotionaltoolswillhelpyoutocatchtourists’attention,gettheirinterest,createdesire,andgetthemtocometoyourfarm.Youcanreadmoreaboutpromotionaltoolslaterinthischapter.PlacePlacereferstowheretheproductbeingsoldwillbedistributedtoconsumers.Inagri‐tourism,placeisthesitewheretheproducts,experiencesand/oractivitiesareprovided.Farmsthatarebringingvisitor’sonsiteneedtoensurevisitorsexperienceasafe,clean,andwelcomingenvironment.Tobesuccessfulinattractingvisitorstoyourfarm,besurethat:
Theinformationaboutdirections,hoursofoperation,andavailabilityofproductsisclearandalwaysup‐to‐date;
Thepathsonyourpropertyleadvisitorswhereyouwantthemtogo,avoidinganyunsafeornon‐publicareas;
Youcreateasenseofplaceattachmentamongvisitorsbysharingthestoryofyourfarm,suchasitshistory,evolutionand/oritscurrentorfuturegoals.
Pricing
Settingapriceforyourproductsandservicescanbechallenginginagri‐tourism.Youwanttoensure,justlikeyourotherfarmproducts,thatyoupricetheminawaythatyourecuperateyourexpensesandthatyoumakeaprofit.Thepriceshavetobehighenoughtocoverthecostofoperatingagribusiness,butatthesametimenotsohightodiscouragepotentialtouristsfromvisiting.Youalsoneedtotakeintoaccountwhereproductsandservicesyousellstandincomparisontoyourcompetition.Determiningthepricelevelisbasedonthethreemainpoints:
Whatisthevalueorworthofyourproduct/servicetoacustomer) Whatdoesitcosttoyoutoprovidethisproduct/service? Whatisthepricethatyourcompetitorscharge?
Understandingthedifferencebetweencostandvalueisessentialpartforincreasingprofitability:thecostistheamountyouspendtoproduceit;thepriceisyourfinancialrewardforbeingaprovider;thevalueiswhatyourcustomerbelievesitisworthtothem.Youwillneedtocoveryourcoststomakeaprofit,whichcanbedividedintwoparts.Firstoff,therearefixedcosts.Fixedcostsarepermanentregardlesshowmuchorhowlittleyousell,theyarealwaysthere,forinstance,marketingcosts,staffwages,insurance,andpowerareallexamplesoffixedcosts.Secondly,therearevariablecosts.Variablecostsarethosethatriseasyoursalesincrease,forinstance,meals,materials,transportation,orextralabourareexamplesofvariablecosts.Conductingabreak‐evenanalysiswillhelpyouidentifyapricethatwouldcoverallthefixedandvariablecostsofyourexperience.Abreak‐evenanalysiswillhelpyoutopriceyourexperienceappropriately.Abreak‐evenanalysiscanincludebothcalculatingthebreak‐evenpointforyourexperienceand/orthebreak‐evenpricepoint,whichidentifieswhereyoucanpriceyourexperienceatbasedonthenumberofexperiencesyouarekeentodeliver.Forfarmskeentoconductabreak‐evenanalysis,usetheformulashighlightedinFigure13andfollowthroughwiththeexampletohelpyoupriceyouragri‐tourismexperience.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Figure13.Exampleofhowtocompleteabreak‐evenanalysis
HowmanyfarmtoursdoIneedtoofferinordertobreak‐evenontheinvestmentsinfarminfrastructure?Break‐evenpointformula:
Break‐evenpoint=TotalFixedCosts/(Price‐VariableCostperunit)
Break‐evenpriceformula:
Break‐evenPrice=(TotalFixedCosts/NumberofUnitstobeSold)+VariableCosts
Example:Basedontheinformationbelow,ifgrouptourscosts$300pergroup,howmanygrouptoursdoIneedtoofferinordertobreak‐evenontheinvestmentsinfarminfrastructure?
TotalFixedCostsAdditionalInsuranceperseason $5,000
Improvementstoparkingarea $3,000
Childrenplayground $4,000
Improvementstorestrooms($20,000depreciatedover5years) $4,000
Additionalsalariesfor12‐weeksummerseason(2workers@$15/hrx40hrs/wkx12weeks
$14,400
Additionalannualmarketing(fliers,ads,etc) $1,500
TotalFixedCosts $31,900
VariableCostperGroupTour
Giveawaybrandedsouvenirhats(20pertour@$5perhat) $100
WageforTourguide(1guide@$15perhrx3hrtour) $45
VariableCostsperGroupTour $145
Plugginginthenumbers…
Calculatingthebreak‐evenpoint Break‐evenpoint=31,900/(300‐145)
Answer TheFarmwouldhavetoconduct206grouptourstobreak‐even
Calculatingthebreak‐evenpricepointifthefarmwouldratherofferonly150grouptours
Break‐evenPrice=(31,900/150)+145
Answer TheFarmwouldhavetocharge$358pergrouptourtoreachtheirbreak‐evenpointiftheywouldonlyliketooffer150grouptours.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
ReflectingontheexampledisplayedinFigure13,whenFarmsareatthispointwhencompletingabreak‐evenanalysis,thefollowingquestionsshouldbeconsidered:
Isofferingfarmtoursisfeasible? Whatifthepricepertourwasraised?Doesoffering120grouptoursforthehigherpriceof$450seem
reasonable?120toursx($450revenuepertour‐$145variablecostpertour)=$36,600‐$31,900fixedcosts=annualprofitof$4,700
Wouldconsumerspayeitheroftheseprices? Wouldthisagri‐tourismexperiencebecompetitivewithotherfarmtoursinthearea?
Thisanalysisshouldhelpyoulookatotheralternativestodecidethepricerangethatyouwouldliketochargeaswellasthenumberofproductsyouareabletoprovide,andthetimethatyouarereadytocommit.Yourtotalfinancialreturncanbeachievedfromprovidingdifferentactivities/servicesatattractivepricesandthenaddingupalltheprofits.Whenthinkingaboutputtingpricingintopracticetrytoanswerthefollowingquestions:
Howmuchshouldwecharge? Whatisthebasisforthepricing?(completingatask,admissiontoaperformance,time‐based,service
delivery–commission,consumptionofphysicalresourceslikefoodandbeverages) Whoshouldcollectthepayment?(serviceprovider,directornon‐directchannels) Wherepaymentshouldbemade?(convenientlylocatedfacilities,mail/banktransfers) Whenshouldpaymentbemade?(inadvanceoronceservicedeliveryhasbeencompleted) Howthepaymentbemade?(cash,electronicfundtransfer,chargecard,vouchers,storedvaluecard) Howdowecommunicateourprices?(ensurepriceisaccurate,consistentlydisplayedandintelligible)
CollaborativeMarketingCollaborativemarketingcanbeausefulstrategytomakeyourlimitedmarketingdollarsgofurtherandtoshowvisitorsthattherearenumerousotherreasonstovisityourfarm–theycanvisitothersonroute!Byworkingtogetherwithotherfarmersyoucangainbenefitsthatwouldbehardertogetonyourown.Tourismreliesheavilyoncollaborativemarketingeffortsxiii.TourismMarketingAgencies,sometimesreferredtoasdestinationmarketingorganizations(DMO’s),areresponsibleforputtingexperiencesinfrontofvisitorstoenticethemtovisitaplace,ortohelpthemplanoncetheyarriveatadestination.Mostofthemarekeentoknowaboutandcommunicatewithallthestakeholdersintheirareathatareprovidingtourismproducts.Getintouchwithyourlocaldestinationmarketingorganizationtogetontheircommunicationlist.Then,watchforopportunitiestoparticipateinmarketingprogramsthatalignwithyourbusinessstrategy.Theseareoftenofferedatsignificantlyreducedratesandallowyoutogainexposuretokeymarketsmuchmoreeffectivelythanyoutryingtodoitonyourown.
Promotional tools Web‐basedmarketingAgrowingnumberofvisitorsrelyontheinternettomaketheirtraveldecisionsxiv.Touristsarelookingforeasyandfastwaystoobtaininformationxv.Itisessentialtohaveawebsiteasapartofyourmarketingstrategytopromoteyouragri‐tourismoperation.Itwillgiveyouagreatopportunitytoinformcustomersaboutalltheproductsandactivitiesyouprovide,yourhoursofoperation,directionstoyourfarmandanyupdatestheyshouldknowabout.Ifyouarenotfamiliarwithdevelopingawebsiteyourselfyoumaywanttocontactawebdeveloperorconsider
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
contactingyourlocalCollegeorUniversitytoseeifstudentsinabusinessortourismprogrammaywanttohelpyouout.Itshouldhavenicegraphicimages,easynavigation,clearinformation,andopportunitytoprovidefeedback.Additionallytohavingawebsite,itisagoodideatolinkyourwebsitetoothertravelwebsites.Inthiscasepeoplewillbeabletogetindirectaccesstoyourwebsite.Anothergreatweb‐basedtoolistousesocialnetworkslikeFacebook.Havingaprofilepagetheredoesnotcostanything.SocialmediaTheadventofsocialmediahasenabledfarmstogettheirmessagesinfrontofmillionsofpotentialvisitorsxvi.Facebook,Twitter,Instagram,TripAdvisor,YouTube,farmblogsetc.areallusefulplatformsthatfarmsshouldbeawareof.Itdoesnotcostanythingtoberegisteredonthesewebsites,buttheyrequirefrequentupdates;typicallytheruleofthumbistoupdateor‘post’atleastonemessageorupdateadailybasis.Socialmediasitesprovidefarmswithnumerousavenuestocontinuallyconnectwithpastandpotentialvisitors,enablingfarmstoestablishongoingrelationswithpastandpotentialvisitors.Facebookisthemostdescriptiveformofaweb‐basedsocialmedia.Here,thehistoryofafarm,alistofproducts,directions,hoursofoperation,linkstowebsite,photos,videos,updates,anddescriptionofactivitiescanappearonyourFacebookprofile.Visitorsofyourpagehaveanopportunitytoaskquestions,commentonyourposts,leavereviews,andshareyourpostswiththeirfriends.Afterpostingnewsorprovidinginformationonaprofile‘wall’,visitorscanengagequicklywithnewinformation.Itisafastwaytoreachouttoalotofpotentialvisitors,includingbothofthosewhoarelookingforyourfarmtypeexperienceaswellasthosewhoarejustbrowsingthroughFacebookpagesandfoundyourprofilebyaccident.
Twitterisaformofasocialnetworkthatgivesanopportunitytopostandreadshortmessages(‘tweets’),whichare140characterslong.Tweetscanbeshared(‘retweeted’)byotherregisteredusers,imagescanbeaddedtoenhanceamessage,andotherpeoplecanbetaggedinyourposts.Twitteriswaytolettheworldknowwhatisgoingonafarminashortandconciseformandinawaythatcanbe“re‐shared”quickly.Consideritforpromotingexcitingnewsonthefarm,specials,eventsordiscountsthatcanspreadquicklytoyourfollowers.
Harker’sOrganics,SimilkameenValley
Harker’sOrganicsisa5thgenerationfamilyfarmlocatedinCawstonfoundintheSimilkameenValley.Harker'sOrganicsgrowssomeofBC'sfinestorganicfruitsandproduce.Thefarmconsistsof18acresoffruittreesand12acersofgroundcrops.Toengagewithagri‐tourism,visitorsareinvitedtovisittheonsiteretailmarket,wherelocalorganicproduceissoldandorganicbistrostylefoodisavailable.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Instagramisachancetosharephotosandvideoswithafewwordsofdescription.Sometimesvisualimagescansaymorethananywords,posts,orreviews.SameasTwitteryourprofileonInstagramcanbefollowedbyotherusers.Hashtagisawordorunspacedphrasewiththehashcharacter(#)infrontofit,whichiswidelyusedonInstagram.Whenpostingaphotoaddasmanyhashtagsasyoucan,soifuserslookforthehashtagyoumentionedyourimagewillappearinthesearch.Figure14providesanexampleofhowBCFarmFreshusedhashtagswhenpostingtheirphotototheirInstagramaccount.Thefollowingaresomeotherexamplesofhashtagsyoucanuseforyourimages:#visitingfarm,#agri‐tourism,#freshproduce,#locallygrownbc,#familyfun,#buylocaletc.
Figure14:Instagramexample:BCFarmFresh
TripAdvisorisawebsiteprovidingreviewsonatravel‐basedcontentpopulatedbyvisitorsbasedontheirexperiences.Withthiswebsiteuserscanplantheirtripsfromscratchusingthefeedbackfromothervisitorsastheirreference.TripAdvisorcanhelpvisitorsmakedecisionsaboutwhattoseeandwheretogo,placestostay,eat,andtofindthingstodo.AftertouristsvisityourfarmtheycanleavetheirreviewsonTripAdvisor.Itiswordofmouthsharing,butinanonlineformat.Thedisadvantageofthistoolisthatyouhavenocontrolofwhatpeoplemightsayintheircomments,butatthesametimeitisachancetofindouthowwellyouaremeetingtourists’expectationsandwhatneedstobeimproved.Ifyoureceiveapoorreview,respondpolitelyasotherswillreaditandjudgeforthemselves.Soacknowledgewhatyourrealitywasandoffer,publicly,toreconciletheissuewiththevisitoriftheycontactyoudirectly.YouTubeisavideo‐sharingwebsite.Itgivesanopportunitytosharevideosfromyourfarmaswellaswatchvideosuploadedbyothers.Considerhavingacoupleofvideosfromyourfarmuploadedandlinkedoffyourwebsite.Ithelpsvisitorstoseeandexperiencethefarmbeforetheyarrive.YoucanalsolinkyourYouTubevideostotheothersocialmediaplatformsyoumaybeusing,suchassharingaYouTubevideoonyourFarmsFacebookpage.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Farmblogsareanothergreatwaytoshareandpromoteyouragri‐tourismventure.Blogscanbeusedinanumberofways;forinstance,theycanbeset‐upaspartofyourFarm’swebsiteortheycanbeastandalonesite.Blogscanbeinteractiveifusersaskquestionsandleavecomments.Blogscanbedoneforfreeonmostwebplatformsandareusuallyfree.CheckoutWordPressforreadytogothemes,aswellasblogger.Thebiggestadvantageofallthesewebbasedsocialnetworksisthattheycanbeconnectedwitheachother.OnceyouorganizesettingstherightwayyourtweetscanappearonFacebook,imagesfromInstagramontheTwitterprofile,videosfromYouTubecanbeconnectedtoyourFacebookpostsandFacebookprofilecancorrelatewithTripAdvisor.Onceyouregisterandbecomeauser,youwillseehoweasyitistonavigatethroughtheseandhowfastyoucangetattentionofalargeaudience.Theycantakeconsiderabletimeandtalent,butonceestablished,theintegratedpresencewillgiveyourfarmacompetitiveadvantageinreachingandcommunicatingwithyourvisitors.Printpublications:Typesofprintpublicationdescribedinthissectionarepartofcollaborativemarketing.Thismeansthatyourfarmisbeingpromotedalongsidewithotherfarmandtouristdestinations.
Guides
Guidesareavailablefortouristsinvisitorcentres,airports,ferries,hotels,andbeyond.Thisisoftenthefirstsourceofinformationthattouristsrefertowhentheyvisitnewdestinations.Conciseinformationandhighlightsofyourfarmshouldbedescriptiveenoughtointerestvisitorsandenticethemtostopbyyourfarm.Findoutwhatguidebooksarebeingusedinyourareaandconnectwithyourlocaltourismmarketingbodytolearnmoreaboutpublishingdetailsandlogistics.
Maps
Mapsareakeynavigationaltooltocreateawarenessofandshowvisitorshowtoaccessyourfarm.Mapsareworthincludinginyourpromotionaltoolsespeciallyifyourfarmlocatedawayfromthemainhighwaysorothertouristdestinations.Youcangetoncollaborativemapsoryoucancreateausefulmapaspartofyourwebsitethatpeoplecanprintofftolocateyourproperty.Ifyouareconsideringputtingyouragri‐tourismoperationonamapyoushouldalsotrytoidentify:Arethereanybiketrailsavailabletoyourfarm?Doespublictransportationroutesgoclosetothefarm?Howfaristhefarmfromothertouristattractionsaswellastotheclosesttown?Doesthemapshowriver/ocean/forestthatisclosetoyourfarm?Doesthemapshowoptionalroutestogettothefarm?Findoutifmapsaredevelopedinyourareaforvisitorsandfindouthowyoucangetyourpropertylocatedonthem.Signage
Goodvisibleroadsignageiskeycreateawarenessofyourfarmandtohelpvisitorslocateyou.Thinkabouthowavisitorwilltraveltoyourfarmanddriveityourselfnotingkeylandmarksthatyoucanidentifyonyourmap.Thebetteryourmapisandthemoreconsistentitiswiththelandmarks,thelesslikelypeoplewillgetlostonroute.ErectingsignageontheroadsrequiresyoutoworkwithyourlocalorregionaldistrictandtheMinistryofTransportationtoensurethattheyarelegalanddon’tcreatesafetyhazardsfordrivers.Beforecommittingtoputtingasignup,findoutaboutregulationsandfeespertainingtosignageonyourpropertyoralongdedicatedroadsides.Makesurethatyoursignsarevisiblefrombothsidesoftheroad.Roadsignsshouldbeconsistentincolouringandbranding(useconsistentimagesandcoloursasyourwebsite)andbesimpledirectionalsignageonroute.Atyourfarmgate,signageshouldindicateyourhoursandanopenorclosedsign.Thelettersand
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
visualsshouldbelargeenoughtobevisiblefromadistancecatchingtheattentionofdrivers.Makesurethattheplacementofthesigngivesenoughtimeforadrivertoslowdownespeciallybeforetheturns.
Brochures
Brochuresareagreatwaytoprovidevisitorswithasmalldocumenthighlightingyourfarmactivitiesandamapwithallothercontactinformationtheyneedtolocateyou.Theseareoften“racked”atlocalvisitorcentersorhotelsandcanalsoenticevisitorstocomeoutandvisit.Whencustomersleaveyourpropertygivingthemabrochureisagreatwaytofinishofftheirvisit.Itwillremindthemaboutyourfarmlaterwhentheywillplannextvacationoritwillmakeevidencewhentheysharetheirexperiencewithfriends.
CircleroutesCircletourshavebecomeapopularwayforfarmsinthesameareatoworktogethertoattractvisitorstotheirregion.Workingtogetherallowsfarmstogaincollectiveexposuretovisitorsinterestedinagri‐tourism.Ifyourfarmisinterestedinattractingvisitorsinthisway,findoutifthereisacirclerouteinyourregionandhowyoucanbecomeinvolved.Ifthereisnocircleroute,considermeetingwithotheragri‐tourismoperatorsintheregionandseeifyoucanworkwithyourtourismmarketingassociationtocreatingone.Theeffortiswellworththeeffortascircleroutescanexposeyourfarmtovisitorswhomayalreadybevisitingoneoftheestablishedfarmsinthearea.Thisnewexposurecanhelptoenticemorevisitorstodriveouttothecountry.Becomingapartofacircleroutecanattractasignificantnumberofvisitorsoverashortperiodoftime.SpecialeventsCreatingspecialeventsonyourfarmcanbeausefulwaytopromoteyourfarmtovisitors.Specialeventsareshorttermwaystoprovideactivitiesthatarenotalwayspresentonyourfarm.Afourdaycirclerouteeventwithotherfarms,aweeklongcornmaze,adaylongcountryBBQ,orathreeweekberrypickingeventareallexamplesofspecialevents.Thesecreateextraexcitementamongvisitorstojourneyoutofthecity.Itisimportanttostartadvertisingforspecialeventsafewmonthsbeforetheactualeventtogiveenoughnoticeforvisitorstoplanahead.
CircleFarmTour:Chooseyourownadventure,LowerMainland
ACircleFarmTourisaroadmapthatallowsvisitorstostopandvisitavarietyofspecialtyfarm‐gate,vendors,openairmarkets,charmingeateries,heritagesties,fairsandotherspecialevents.Visitorscandothisbydownloadingthebrochureandmapforeachparticipatingcommunity:Abbotsford;AgassizandHarrisonMills;Chilliwack;Langley;andMapleRidgeandPittMeadows.Eachcircleroutetakesvisitorsonadrivingadventurewheretheycanvisit10‐20farmsthatallofferarangeofagri‐tourismexperiences.Engaginginacirclefarmtourisanincredibleadventureforthewholefamily.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Whileconsideringadvantagesanddisadvantagesofcertainpromotionaltoolsaskyourvisitorshowtheyfoundoutaboutyou.Thiswillhelpyoutoenhancesomeformofadvertisingwhileminimizingyourefforttowardsothers.Table3describestheadvantagesanddisadvantagesofpossiblepromotionaltoolsFarmscouldusetomarkettheirexperiences.Table3:AdvantagesanddisadvantagesofpromotionaltoolsTypeofmedia Advantages DisadvantagesNewspaper Potentiallylargecoveragearea
Lowcostrelativelytoothermedia Immediate/timely(dailyorweekly) Accesstomanysocioeconomicgroups Flexibilityinadsizeandcost Shortleadtime Visibilityoftheproduct(pictures)
Inconsistentreproduction Typicallyonedayexposure Clutter(canbelostamongotherads) Lackofmovementandsound Maybelimitedtotextorblack/white
Radio Specificaudience(demographics) Immediate/timely/multiplyexposures Possiblehighentertainmentvalueofad Timeandcontentflexible Useofahumanvoice Soundreinforcement
Timelimitationsrestrictmessage Needforrepetition Clutter(canbelostamongotherads) Adrecallislow Shortadexposure
Webbasedandsocialmediatools
Informationavailable24/7 Customersaccessintheirenvironmentandattheirconvenience
Relativelycosteffective Cantargetlargetypesofviewers Messagescanbetimely Adscanbeinteractive
Maintenancenecessary Noteffectiveasastand‐alonestrategy Difficulttogaugeimpact Costofdevelopmentandmaintenance Timeneededtoengageinupdatescanbechallenging
Roadsigns Largeaudienceexposuredependingonplacement
Canprovideinformationanddirections Continuousexposure
Limitedmessagelength Initialproductionandpreparationcosts Idealsitesaredifficulttoaccess
Printpublications
Potentiallylargecoveragearea Visibilityoftheproduct(pictures) Othersaretakingcareofspreadingpublications(mapsandguides)
Canbecosteffective Canprovideinformationanddirections
Needforupdates Lackofmovementandsound Potentialclutteramongotherbrochures Inconsistentreproduction
Reflectivequestions:
1. WhoisyourlocalDestinationMarketingOrganization?2. Whatpromotionaltoolswouldyouliketoincorporateintoyouragri‐tourismoperation?3. Doanyofthelistedtoolsrequireadditionalinformationorinvestment?4. Whataretheadvantagesanddisadvantagesofthechosentools?5. Doyouhavethetimeorexpertiseonthefarmtomanagepromotions?6. Aretherecircleroutesnearyouorarethereenoughfarmstopotentiallycreateanewone?
Stage5
Designinganddeliveringmemorableexperiences
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Chapter 9: Designing and delivering memorable experiences Whenmovingforwardtodesignanddeliveramemorableexperiencetoyourvisitors,itisimportanttoconsiderthethreemainphasesinvolvedwithdeliveringavisitorexperience:(1)Preplanning:Stagingtheexperience;(2)Deliveringtheexperience;and(3)Evaluatingtheexperience.
Thefocusofthischapteristoexplaineachofthephasesindetailtoequipfarmswiththetoolsneededtodeliverasuccessfulvisitorexperience.Theconsiderationsandquestionsthatfarmsneedtoattendtoinordertoensurethedeliveryofahighqualityvisitorexperiencewillbecoveredaswellashowtoreceiveandinterpretvisitorfeedbacktohelpinformfuturedevelopmentdecisions.
Preplanning:StagingtheexperienceThepurposeofthisphaseistohavefarmsconsiderthestagingofyouragri‐tourismexperiencesowhenvisitorsarriveatyourventure(farm,tent,store,booth,etc.)youcansuccessfullydeliveravaluableexperience.
Designingaqualityexperiencerequiresfarmstogainakeenunderstandingofthevisitor’sperspectiveandhowtheymovethroughanagri‐tourismexperience.Thefirststepthereforeisrecallingthemotivationsoftheagri‐touristsyouaretryingtoattract.Designinganexperiencethatmeetsyourcustomers’expectationswillhelpyouprovideahighqualityvisitorexperience.Figure15highlightsthefive‐stageprocessthatvisitorsmovethroughwhenparticipatinginanexperience.Aftermakingadecisiontotravel,visitorsbegintoanticipatewhattheywillexperiencebasedontheimagesanddescriptionsorreviewstheyheardaboutpriorto.Theythentraveltothevenue,participateintheactivity,travelbackandlater,reflectontheirexperience.Itisimportanttounderstandthatyoucanpositivelyinfluenceavisitor’sexperienceatEACHstepofthisprocess.Forexample,givinggooddescriptions,mapsanddetailsonthefarmpriortoavisitwillenhancetheanticipationandtravelstage.Or,lettingpeoplebuysouvenirsandtakephotosallowsthemtoreflectandremembertheexperienceaftertheyleave.
Figure15:Participatinginanagri‐tourismexperiencefromthevisitor’sperspective
Anticipation Traveltovenue Participation Travelfrom
venue Reflection
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Whendesigningavisitorexperience,anoperatorwillmovethroughsimilaryetdifferentstagesthanvisitors,Figure16showcasesthisprocess.Knowingwhatthevisitorexperiencelookslike,youcannowdesignanddeliveranexperiencebyplanning,marketing,deliveryandevaluation.Previoussectionsdiscussedplanningandmarketingsothisfinalsectionwillfocusonthedeliveryandevaluationoftheexperiencesoncevisitorsmakeittoyourvenue.
Figure16:Deliveringanagri‐tourismexperiencefromtheoperator’sperspective
Question:WhatdoIexpectvisitorstodowhentheyshowuponmyfarm?
Toprepareforthisstage,youmustconsiderhowyouwillmoveyourvisitorsthroughyourexperience.Oftentimes,stagingisusedintourismtocreateexperiences.Stagingallowstheoperatortosetuptheexperiencebeforeitoccurs,sowhenvisitorsshowup,theexperiencefeelsauthenticforthevisitorsbutitisclear,organizedandeasyfortheoperatortodeliverasithasbeenpreplannedandsetupinadvanced.
Visitors’firstimpressionsofthefarmandagri‐tourismoperationareimportanttocontrolandmanage.Todothis,inthepreplanningstagefarmsshouldthinkabouthowtocontrolwhatthevisitorsseefirstanddofirstwhentheyshowupatthefarm.Physicallywalkingthroughthedesignedagri‐tourismexperiencestep‐by‐stepmayhelptoidentifythesuccessfulareasoftheexperienceandtheareasinthatmayneedimprovement.
Planning Marketing Delivery Evaluation
Stagingexperiencesintourismindicatesthatoperatorsinadestination“intentionallyuseservicesasthestageandgoodsasprops,toengageindividualcustomersinawaythatcreatesamemorableevent.”
(Pine&Gilmore,1999,p.11)
Consider…
Ifyouareengagingwithagri‐touristsatafarmers’market,yoursignagewillbeimportanttoindicatewhatproductsyouaresellingandhowyourproductsareunique.Keywordssuchasorganic,local,sustainable,fresh(ifrelevant)etc.areoftenusedtoattractvisitors’attention.Doesyourboothreflectaprofessional,safe,andwelcomingenvironmentforguests?Takingtimetopresentanattractiveimageoftheproductsandthefarmcancreateadesireforpeopletovisitthefarmatalaterdate.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Toidentifywhatfirstimpressionsvisitorsmighthaveofyourfarmandagri‐tourismexperienceconsiderthefollowingquestions:
Whenyourvisitorsfirstarrive,dotheyknowwheretheyshouldpark? Asvisitorsarepullinguptoyourlocationandparking,whatdotheysee? Onceyourvisitorshaveparked,dotheyknowwheretogotoparticipateinyouragri‐tourismexperience? Asvisitorsarewalkingtowardsthelocationtoparticipateinyourexperience,whatdotheysee?Isyour
environmentcleanandinviting? Arevisitorsarerequiredtopayadmissionfeesbeforeenteringtheproperty?Ifsodotheyknowwhereto
pay? Haveyourmadevisitorsawareofyourpaymentsoptions?Ex.)Isyouroperationcashonly?Are
debit/creditcardsaccepted?AndisthereanATMonsite? Ifthereisanysafetyconcerns,howarevisitorsmadeawareoftheseimmediately?
Afterthepreplanningphase,thenextphaseinvolvedwithdeliveringavisitorexperienceisphasetwo,theactionofactuallydeliveringtheexperienceitself.Thefollowingsubsectionwillguideyouthroughthevariousconsiderationsneededtoprovideasuccessfulagri‐tourismexperience.
DeliveringtheexperienceThesecondphaseisactuallydeliveringtheexperiencethathasbeenplanned.Asexperiencesandfarmsaresounique,thefocusofexplainingthisphasewillbeontheelementsneededtodelivertheexperience.
CustomerServiceAstourismisaconsumerdrivenserviceindustry,sublimecustomerserviceisakeyfactorinvolvedwithprovidingasuccessfulvisitorexperience.Customerservicecanmakeafirstandlastingimpressiononvisitorssoitisimportanttoensurethevisitorsarebeingguidedthroughtheexperiencesmoothlyandreceivepromptattentionifneeded.Onewaytoensurethatqualitycustomerserviceisbeingprovided,istoarrangecustomerservicetrainingforfamilymembers,staffandvolunteers.
StaffandvolunteermanagementAsstaffandvolunteersinteractwithvisitorsonaconsistentbasisitisextremelyimportantforallteammemberstobefamiliarizedwiththeexperiencebeingdelivered.Staffandvolunteersneedtounderstandtheirroleintheprovisionoftheexperienceaswellaswhatyourexpectationsareofthem.Definingtherolesandresponsibilitiesforeachofthepaidstaffandvolunteerpositionscancontributesignificantlytothedeliveryofasmoothvisitorexperience.
EvaluatingtheExperienceEvaluatingyouragri‐tourismoperationisthelastphaseofdeliveringamemorablevisitorexperience.Whetherdoneonanannualbasisorinshorterterms,yourevaluationshouldaddresshowagri‐tourismmettheneedsofthefarmandalsohowvisitorsfeltabouttheexperiencesprovided.
Understandingwhataspectsoftheexperienceyourvisitors’valuecanhelptoinformfuturedecisions.Althoughobtainingfeedbackontheexperienceyou’veworkedsohardtoprovidemayseemintimidating,isitoneofthemostvaluabletoolstogrowyouroperationandenhancethequalityofyourvisitorexperience.Positivefeedbackprovidedforexamplethroughsocialmediaorcustomercommentcardscanalsobehelpfulasamarketingtooltoadvertiseyourexperiencetootherpotentialvisitors.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Thereareanumberofwaysyoucanevaluatetheexperienceyouaredelivering.
Surveyscanbeusedtoquicklyaskvisitorstoprovidefeedbackontheirexperience.Thesecanbeonyourwebsiteoremailedtovisitorsaftertheirvisit.FreesurveyscanbedesignedonlinethroughsitessuchasSurveyMonkeyallowingthemtocompletethesurveylateratatimethatisconvenientforthem.
Surveyscanalsobedoneviaquickcommentcardsonyourfarm.Considerprovidinganincentiveforthesebyenteringtheircommentcardsintoadrawforaprizeattheendoftheseason.
Reflectionquestions:
1. Howcanyoustagetheexperienceforvisitors?2. Whatwouldaglowingreviewfromavisitorabouttheirexperiencelooklike?3. Whenreflectingonyourfirstyearorseasonofagri‐tourism:
a. Wereyourgoalsforagri‐tourismmet?b. Whatbenefitsdidyouexperienceforyourfarm?c. Whatcostsorchangeshappenedtoyourfarm?d. Wereyouabletoachieveyourfinancialtargets?e. Didyoucreatemoredemandforyouragriculturalproducts?f. Didyoumanageriskswellresultinginsafeexperiencesforeveryone?g. Wereyouabletocreateemploymentopportunitiesonthefarm?h. Didyouattractasmanyvisitorsasyouwerehoping?i. Didyouhavetheresourcestodeliveryourexperiencewell?j. Whatcouldyoudonextyeartoimprovetheresponsestothesequestions?
4. Andwhenyouthinkabouttheexperiencethatvisitorshadandthefeedbackreceived:
a. Didvisitorsseeminterestedintheproductsyouprovided?b. Whatotherexperiencesdoyouthinktheywouldbeinterestedin?c. Werevisitorssatisfiedwiththeirexperience?Howdoyouknow?d. Didyouexperienceanyrepeatcustomersorreceiveanypositivecustomerfeedback?e. Didyouhavesomevisitorswithnegativeexperiences?Howweretheyhandledandhowwillyou
ensurethesedonothappenagain?
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
Resources
NetworkingandPartnershipsOrganization Website OrganizationDescription
AgricultureLandCommission
http://www.alc.gov.bc.ca/alc/content.page?id=650C876AD9904910B4807D9DCCB1F067
Establishedin1973,theAgriculturalLandCommission(ALC)isanindependentadministrativetribunalcomprisedofappointedCommissionersthatareresponsibleforadministeringtheALCAct.
TheALCmanagesandconsidersthelanduseapplicationsthatareputforwardrequestinglandtoberemovedfromtheAgricultureLandReserve,tosubdividelandwithintheALRandtouseagriculturallandfornon‐farmpurposesortoincludelandintotheALR.Aswell,theALCconductsotheractivitiesincluding:policydevelopment,localgovernmentlanduseplanningandbylawreviews,regulationinterpretation,ALRboundaryreviewsandcomplianceandenforcementactivities.TheALCalsoparticipatesinothergovernmentlanduseinitiativesandliaiseswithstakeholdergroups.
Relationtoagri‐tourism: TheALCwebsiteiswhereFarmscanlearnabouttheALRpoliciesandregulationsandtheagri‐tourismactivitiesthat
arepermitted.FarmswithintheALRlookingtodeliverycertainagri‐tourismexperiencemaydesiretoentertheprocessofrezoningapartoftheirparceltoenabletheprovisionofcertainagri‐tourismactivitiesthatareconsideredtobenon‐farmbytheAgriculturalLandCommissionAct.
BCAgriculturalCouncil https://www.bcac.bc.ca/
TheBritishColumbiaAgricultureCouncil(BCAC)isanon‐profit,non‐governmentalorganizationthatprovidesleadershipintheadvocacyandproactivecommunicationofthecollectiveinterestsofallagriculturalproducersinBC,andfacilitatesthedeliveryofprogramsandservicesthatbenefitBCagriculture.TheBCACrepresentsover14,000BCfarmersandranchersandcloseto30farmsectorassociationsfromallregionsoftheprovince.Theirmissionistocontinuallyimprovethesocial,economic,andenvironmentalsustainabilityofBCAgriculture.
Relationtoagri‐tourism: Projectshelptoimprovefarmer’sagriculturalskills,increaseawarenessaboutenvironment,biodiversityandfood
safety.Theirprogram‘WeHeartLocal’featuresfarmerswhoprovideagri‐tourismservicesontheirfarms.
BCAssociationofFarmers’markets
http://www.bcfarmersmarket.org/
ThemissionoftheBCAssociationofFarmers’markets(BCAFM)istosupport,developandpromotefarmers'marketsinBritishColumbia.TheassociationispassionateaboutlocalfoodandhelpingmarketsinBCthrive.
Relationtoagri‐tourism: TheBCAFMwebsiteisanexcellentresourceforfarmslookingtoengageinfarmers’markets.Theresourcesectionof
thewebsiteprovidesadiverserangeoftoolsandresourcesthatincludemanualsandhow‐toguidesthatcoveranarrayoftopicsincludingthefollowing:
(a) Regulatoryresources
ex.)RegulationsforBCfarmers’markets,foodsafetyandhighwayssignage(b) Publications
ex.)How‐toguides,manualsandreportsex.)Managertraining,economicbenefitsofmarkets,etc.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
CanadianAgriculturalSafetyAssociation
http://casa‐acsa.ca
TheCanadianAgriculturalSafetyAssociation(CASA)isanationalnon‐profitorganizationdedicatedtoimprovingthehealthandsafetyoffarmers,theirfamiliesandworkers.CASAworkscollaborativelywithagriculturalsafetyandhealthspecialistsandproducersinallprovincesandterritoriestopromotehealthandsafetyonCanadianfarmsandranches
Relationtoagri‐tourism: Thisorganizationprovidesusefulinformationhowmakefarmingsafeforyourselfandforyouremployees
includinganimalsafety,childsafety,cropprotection,electricalsafety,andfirstaid.Thisknowledgewillmakevisitingyourfarmsafeforvisitorsaswell.
DestinationBritishColumbia
http://www.destinationbc.ca/
DestinationBritishColumbia(DestinationBC)isthetourismbodyfortheprovince.DestinationBCistheindustryledCrowncorporationthatworkscollaborativelywithtourismstakeholdersacrosstheprovincetocoordinatetourismmarketingattheinternational,provincial,regionalandlocallevels
DestinationBChasawealthofresourceslocatedontheircorporatewebsitetohelptourismoperatorsgrowand
diversifytheirtourismbusinesses.Theseresourcesinclude:(a)reportsonmarketdemographicsandvisitormotivations;(b)tourismplanningresources;(c)resourcestodevelopatourismplan;(d)strategiestoimplementyourtourismplan;(e)resourcesusedformonitoringyourvisitorexperienceandevaluationtools,aswellasguides(f)workshopsandwebinars.
Relationtoagri‐tourism: Theresourcesthatcanbefoundonthewebsitewillhelpfarmsgainastrongunderstandingoftourismingeneral
andhowtodesignanddeliverahighqualityvisitorexperience.
FarmManagementCanada
http://www.fmc‐gac.com/home
FarmManagementCanada(FMC)istheonlynationalorganizationdedicatedexclusivelytoprovidingleadingedgeresourcestoenableCanadianfarmerstomakesoundmanagementdecisions.FMCpartnerswithindustrystakeholdersincludinggovernments,publicandprivatesectororganizations,andfarmandcommodityassociationstofosterthedevelopmentofexcellenceinCanada’sagriculturalsector.
Relationtoagri‐tourism: Intermsofsupportforagri‐tourism,theresourcesthatcanbefoundonFarmManagementCanada’swebsite
focusonbusinessfromtheagriculturalperspectiveratherthanonthevisitorexperienceliketheresourcesonDestinationBC.Withthatsaid,anumberofbeneficialresourcesarelistedonthewebsite,theseinclude:(a)informationonstrategicandbusinessplanning;(b)financialplanning;(c)marketing,(d)humanresourcemanagement;(e)riskmanagement;and(f)successionplanning.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
MinistryofAgricultureStrengtheningFarmingProgram
http://www2.gov.bc.ca/gov/topic.page?id=0F162AFAFAEC454C9CC89D0D6E39599A
StrengtheningFarmingisaninitiativeoftheBCMinistryofAgriculturethatisjointlyimplementedwiththeAgriculturalLandCommission.TheStrengtheningFarmingprogrampromotesstrongworkingrelationshipsbetweenlocalandprovincialgovernmentsandthefarmingcommunity.Thisinitiativeworkstoprovideguidanceandsupportforlocalgovernments,FirstNationsandthefarmingcommunitythroughouttheprovincerelatingtoB.C.’sagriculturallegislation.
Relationtoagri‐tourism: TheStrengtheningFarminginitiativeworkstosupportfarmsthroughtwomainprogramcomponents:(1)Farm
PracticesProtection;and(2)PlanningforAgriculture.TheprogramsupportsfairresolutionoflanduseconflictsandeffectivecommunityplanningforasustainableagricultureinBritishColumbia.TheinitiativeprovidessupportforFarmsinanumberofways;thisinitiativemaybehelpfulforFarmsthatarechangingtheiragriculturalpracticestoincorporateagri‐tourism,forthosewhomaybeexperiencingconflictswithneighbors,orforFarmslookingtoentertherezoningprocess.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
3GF2willexpireMarch31,2018andwillbereplacedbytheCanaidanAgriculturalPartnershipstrtingApril1,22019.
GrantingOrganizations&FinancialResourcesOrganization Website OrganizationDescription
FarmCreditCanada
https://www.fcc‐fac.ca/en.html
FarmCreditCanada(FCC)isCanada’sleadingagriculturallender.FCCprovidesfinancing,insurance,software,learningprogramsandbusinessservicestoCanadianproducers,agribusinessandagri‐foodoperators.
Relationtoagri‐tourism: Inadditiontohelpingfarmersgainaccesstofinancialresources,theFCCwebsitehasnumerousresourcesthatmaybe
ofassistancetofarmersengagingwithagri‐tourism.Theseresourceinclude:(a)software;(b)calculatorsforequipmentloans;(c)leasesormortgages;(d)marketpricesforgrain,oilseed,livestockanddairy;and(e)researchreportssuchastheFarmlandValuesreport.
FarmtoFork:ZeroInterestMicroLoansProgram
http://www.farmfolkcityfolk.ca/resources/microloan/
PartnershipbetweenFarmFolkCityFolk(FFCF),theIslandChef’sCollaborative(ICC),andVanCityofferszerointerestmicroloanstolocalfoodproducers.Theaimofthefundistoprovidecapitalforfarmers,fishers,ranchers,harvestersandprocessorstoinvestinequipmentandmaterialsthatallowsthemtoincreasethesupplyoflocalfoodintheirregion.
Loanswillbeawardedinamountsbetween$1000to$10,000foruptoa24monthtermforfarmerslocatedinor
loansinMetroVancouver,theSunshineCoast,theFraserValley,VancouverIslandandtheGulfIslands.Relationtoagri‐tourism:
InterestedfarmsarerecommendedtoconnectwiththeappropriatepersonnelatFarmtoForktoreceivefurtherdetailsaboutagri‐tourisminitiativesandloanrequirements.
GrowingForward2
http://www2.gov.bc.ca/gov/topic.page?id=EB8322DE53664C7289317829FA25360E
GrowingForward23isafive‐yearfederal‐provincial‐territorialpolicyframeworkforCanada’sagricultureandagri‐foodsector.Itisthebasisforcoordinated,cost‐sharedprogramstohelptheagriculturesectorbecomemorecompetitiveandinnovative.
TheGrowingForward2Programscoverthefollowingkeyareas:1.)Businessriskmanagement;2.)Innovation;3.)
CompetitivenessandMarketDevelopment;and4.)AdaptabilityandIndustrycapacity.Relationtoagri‐tourism: Withinthesefourkeyareas,farmsinterestedindevelopingagri‐tourisminitiativesmayfindvalueintheprograms
relatingto:Onfarmfoodsafety,biosecurityandsurveillanceandthedevelopmentofanenvironmentalfarmplan.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
ResearchReports,Manuals,andHow‐toGuidesOrganization Website OrganizationDescription
DestinationBC’sTourismEssentialGuides
http://www.destinationbc.ca/Programs/Guides‐Workshops‐and‐Webinars/Guides/Tourism‐Business‐Essentials‐Guides.aspx#.VQiIB2TF_38
TheTourismBusinessEssentialsguidesarefree,practicalresourcesforfarmstolearnmoreaboutthetourismindustryandabouthowtobuildtheirtourism‐basedbusinesses.
Relationtoagri‐tourism
Theseguidesarebeneficialwhenenteringthetourismindustryforthefirsttimeandarejustasbeneficialtothosewhoarewellversedinprovidingagri‐tourismexperiences.Whiletheseguidesarenotspecificallyfocusedonagri‐tourism,theyinsteadcovertopicssuchasthefundamentalsoftourism,employeemanagement,designingadsandbrochuresthatsellandonlinereputationmanagement.
F.A.R.M.(FoodResponsibilityMembers’)CommunityCouncil.
http://forums.bcac.bc.ca/index.php
TheFoodandAgricultureResponsibilityMembers’(FARM)CommunityCouncilwasformedin1996attherequestoftheB.C.MinisterofAgriculturetobeaunifiedvoicerepresentingacollectiveoffarmers’institutesinBritishColumbia.
TheFARMCommunityCouncilisamongthesevenfoundingmembersoftheBritishColumbiaAgricultureCouncil.TheFARMCommunityCouncilservesitsmembersbyremainingabreastofkeyindustryandlegislativeissues.
Relationtoagri‐tourism: Thisorganizationhasforumandallowspostingblogsondifferenttopicsrelatedtoagriculture.Herefarmerscanshare
theirconcernsandsuccessesaboutagri‐tourism.
NewFarmStart‐Up:AGuidetoStartingandGrowingaSmallorMediumSizedFarmBusinessinBritishColumbia.
http://www2.gov.bc.ca/assets/gov/farming‐natural‐resources‐and‐industry/agriculture‐and‐seafood/agricultural‐land‐and‐environment/strengthening‐farming/800‐series/810202‐1_new_farm_start‐up_guide.pdf
TheNewFarmStartUpguidebeginswithassessingskillsandknowledgethatthefarmerneedstostartafarmenterprise;theinformationwithintheguideisfocusedoncapitalresourcesasland,equipmentandfinances.Theguidethenintroducesdifferentmarketingchannelsandevaluatesmarketingbusinessopportunities.Itcoversbusinessstructure,humanresources,riskmanagement,socialresponsibilities,andsupportsystems.
Thisguidecanassistfarmsthroughtheprocessofcreatingthefollowingplans:a.)Enterpriseplan;b.)Marketingplan;c.)
Productionplan;d.)Financialplan;ande.)Exitplan.Relationtoagri‐tourism Reviewingthisguidewillgivefarmsabetterunderstandingofthebusinesssideofdevelopingagri‐tourism.
SellingatBC’sFarmers’Markets–How‐toGuideforNewFarmerVendors
http://www.bcfarmersmarket.org/sites/default/files/files/ind/pdf/bcafm‐vendor‐guide‐602.pdf
TheBCAssociationofFarmers’MarketsdevelopedaseriesofmanualsaboutsellingatBC’sfarmers’markets.Theparticularguidecateredtothenewfarmvendorswhowantstolearnmorethanthestandardsalespitchabouthowgreatitistosellatfarmers’marketsbygainingmoreinformationaboutwhosellsatfarmers’marketsandwhatfarmers’marketshadtoofferthem.
Relationtoagri‐tourism Thepurposeofthisguideistohelpfarmersdecidewhetherornotsellingatafarmers’marketisagoodstrategyfortheir
business.ThegoaloftheguideistoprovidefarmerswithsufficientinformationtobeabletodeterminewhethersellingataBCfarmers’marketwillmatchwiththeirbusinessgoals.Theguideisorganizedintosixparts(1)Thebusinessoffarmers’Markets;(2)SellingatBC’sFarmers’Markets;(3)MarketPolicies;(4)Yourpriorities;(5)GeneralInformation;
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
and(6)Resources.
TourismBritishColumbiaResearchReport:TravelActivitiesandMotivationsofU.S.Residents
http://www.destinationbc.ca/getattachment/Research/Travel‐Motivations‐%28TAMS%29/U‐S‐Travel‐Motivations/U‐S‐TAMS‐Sector‐Specific‐Reports/Agri‐Tourism.pdf.aspx
In2009,TourismBritishColumbia,nowrebrandedasDestinationBritishColumbiaconductedaresearchreportexaminingthetravelactivitiesandmotivationsofUSresidentswhileonvacation.Thisstudyspecificallyfocusedontheagri‐tourismactivitiesusresidentswereenticedtodowhileonvacationinBritishColumbia.
Someofthekeyfindingsofthestudyincluded:agri‐touristswhereenticedtoparticipateinagri‐tourismforthepurposes
ofescapingtheirday‐to‐dayenvironment,torelievestressandtocreatelastingmemories.Thestudyalsofoundthatagri‐touristsweremotivatedtotraveltospecificagri‐tourismdestinationsifthedestinationseemedsafe,ifthewaslotsofthingsforadultstoseeanddoandifthelocationcouldbeconvenientlyaccessedbycar.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
LabourResourcesOrganization Website OrganizationDescription
WorkSafeBC
http://www.worksafebc.com/
WorkSafeBCisdedicatedinpromotingworkplacehealthandsafetyfortheworkersandemployersinBC.Intheeventofwork‐relatedinjuriesordiseases,WorkSafeBCworkswiththeaffectedpartiestoprovidereturn‐to‐workrehabilitation,compensation,healthcarebenefits,andarangeofotherservices.
Relationtoagri‐tourism Farmsthathavehiredhelporareconsideringhiringfamilymembersorexternalstaffarestrongly
recommendedtoensurethelogisticsaroundemploymentandworkplacesafetycompilewiththeWorkSafeBCstandards.
TheWorkSafeBCwebsiteisabeneficialresourcetoenablefarmstobeconnectedwithaWorkSafe
professionalwhocanguidethemthroughtheprocessesofdevelopinganagri‐tourismoperationthatalignswiththeregulatorstandardsofWorkSafeandtoensurethatthefarmhassufficientinsuranceandliabilitycoveragefortheagri‐tourismoperationatplay.
AgriculturalLabourPool
http://agri‐labourpool.com/
TheAgriculturalLabourPoolisarecruitmentandjobseekingassistanceserviceforbothemployersandthoseseekingemployment.TheorganizationfocusesonassistingCanadianagriculturalemployerswiththeirhumanresourcerecruitmentneedsandhelpingpeoplesecureacareerinagriculture.
Relationtoagri‐tourism Forfarmslookingforhiredhelp,theAgriculturalLabourPoolprovidesaccesstojobseeksfromentrylevel
toexperiencedagriculturalworkersorprofessionals.ThewebsitehostsjobopportunitiesfromacrossCanada.Beyondconnectingfarmswithalabourpoolofpotentialemployees,theorganizationswebsiteprovidesaccesstovariousresourcesincludingresourcesonhowtopostajob,employercostandbenefits,wageinformationandindustryinformation.
YoungAgrarians
http://youngagrarians.org/
TheYoungAgrariansisagrassrootsinitiativemadeupofagriculturalistsandmediaconspirators’intentongrowingfoodsustainably.ThemissionofYAistoinspireandconnectthenextgenerationoffarmersandfoodloversacrossCanada.TheYoungAgrariansarebuildinganonlinenetworktoengageyoungfarmers,wouldbefarmersandthepublicinthereshapingofourfoodsystem.Onlineresourcesincludeayoungfarmer’sblogandfarmerresourcemapcentralizinginformationaboutsustainableagricultureresourcestosupportthenextgenerationoffoodproducers!
Relationtoagri‐tourism Farmsthatarekeentogainaccesstolabourpoolsarerecommendedtovisittheyoungagrarian’swebsiteas
theorganizationisdedicatedtoprovidingaccesstofarmingopportunitiestofolkswhoarekeentofarm.Oneoftheorganizations’focusesisproviding‘landlinkingservices’wheretheorganizationhelpstoconnectfarmerstofarmlandandviceversa.Thewebsiteprovidesmoredetailonthe‘landlinkingservices’providedbytheYoungAgrarians.
FarmDiversificationThroughAgri‐tourism:AManualtoGuideDevelopment
References:
iSchnell,S.M.(2011).Thelocaltraveler:Farming,food,andplaceinstateandprovincialtourismguides,1993‐2008.JournalofCulturalGeography,28(2),281‐309.
iiElton,S.(2011).Locavore:Fromfarmers’fieldstorooftopgardens–howCanadiansarechangingthewayweeat.Canada:HarperCollins.
iiiBarbieri,C.(2013).Assessingthesustainabilityofagri‐tourismintheUS:Acomparisonbetweenagri‐tourismandotherfarmentrepreneurialventures.JournalofSustainableTourism,21(2),252‐270.
ivCentreforRuralResearch,UniversityofExeter&RuralandTourismResearchGroup,UniversityofPlymouth.(2003).FarmDiversificationActivities:BenchmarkingStudy2002,FinalreporttoDEFRA(ResearchReportNo4,ISBN1870558693).
vBarbieri,C.,&Mshenga,P.M.(2008).Theroleofthefirmandownercharacteristicsontheperformanceofagri‐tourismfarms.SociologiaRuralis,48(2),166‐183.
viVeeck,G.,Che,D.,&Veeck,A.(2006).America'schangingfarmscape:AstudyofagriculturaltourisminMichigan.ProfessionalGeographer,58(3),235‐248.
viiPhillip,S.,Hunter,C.,&Backstock.(2010).Atypologyfordefiningagri‐tourism.TourismManagement,31,754‐758
viiiAlonso,A.D.(2010).Towhatextentdofarmerseducateconsumers?AcasestudyfromAlabama.JournalofAgricultural&FoodInformation,11(4),307‐321.
ixHawkes,L.(2013).Agri‐tourismgaininggroundasalternativerevenuesource.SouthwestFarmPress,40(19),10‐10.
xiSrikatanyoo,N.&Campiranon,K.(2010).Agri‐tourismneedsandmotivations:theChiangMaicase.JournalofTravelandTourismMarketing,27,166‐178.
xiiSchnell,S.M.(2011).Thelocaltraveler:Farming,food,andplaceinstateandprovincialtourismguides,1993‐2008.JournalofCulturalGeography,28(2),281‐309.
xiiiMcGehee,N.G.(2007).Anagri‐tourismsystemsmodel:Aweberianperspective.JournalofSustainableTourism,15(2),111‐124.
xivHavlíček,Z.,Lohr,V.,Šmejkalová,M.,Grosz,J.,&Benda,P.(2013).Agri‐tourismfarms‐evaluationoftheirwebsitesqualityandweb2.0.Agrison‐LinePapersinEconomics&Informatics,5(1),31‐38.
xvPlatania,M.(2014).Agri‐tourismfarmsandtheweb.anexploratoryevaluationoftheirwebsites.Agrison‐LinePapersinEconomics&Informatics,6(3),51‐58.
xviWerenowska,A.(2014).Possibilityofapplyingmodernformsofcommunicationofagri‐tourismfarmswithenvironmentgroups.EconomicScienceforRuralDevelopmentConferenceProceedings,(35),80‐86.
WorldWideOpportunitiesonOrganicFarms
http://www.wwoof.net/ WorldwideOpportunitiesonOrganicFarms,Canada(WWOOF™Canada)ispartofaworldwidemovementlinkingvolunteerswithorganicfarmersandgrowerstopromoteculturalandeducationalexperiencesbasedontrustandnon‐monetaryexchangetherebyhelpingtobuildasustainableglobalcommunity.
Relationtoagri‐tourism Theorganizationhelpsconnectsvolunteerswithhostfarmswherevolunteersgainaccesstofreeroomand
boardfortheexchangeofeducationandparticipatinginorganicfarming.Inthecaseofagri‐tourism,hiringavolunteermanyhelpfarmsincreasetheiraccesstohumanresourcesprovidinganopportunityforboththeagri‐tourismservicesandfarmproductactivitiestobefocusedon.
Forfarmsinterestedinbecomingahostfarmneedtoensuretheyaresetuptodosobyhavingtheproperinsuranceinplace,liabilitycoverageandtheworkenvironmentiscertifiedbyWorkSafeBC.
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