tourism development through public-private partnerships – the alabama agri-tourism trail southern...

Tourism Development Tourism Development Through Public-Through Public-Private Partnerships – Private Partnerships – The Alabama Agri-The Alabama Agri-Tourism TrailTourism Trail

Southern Community Development Educators

May 19, 2004

Tampa, FL

Alabama Agri-Alabama Agri-Tourism Tourism PartnershipPartnershipPartners:Partners:

Alabama Bureau of Tourism and TravelAlabama Cooperative Extension SystemAlabama Department of Agriculture and

IndustriesAlabama Farmers Federation

Established:Established:June 2003

Purpose:Purpose: Short term – develop and market

existing agri-tourism attractions through the Alabama Agri-Tourism Trail

Long term – develop a series of workshops, seminars and publications to assist farmers and entrepreneurs in the development of future agri-tourism attractions.

Agri-TourismAgri-Tourism

“a commercial enterprise at any agricultural operation, including horticultural and agribusiness, conducted for the enjoyment of visitors that generates supplemental tourism income for the owner.”

Activities & Activities & AttractionsAttractions

Farm tours Bed & Breakfasts Roadside stands &

markets U-pick operations On-farm sales Festivals or fairs Agriculture related

crafts/gifts Guided crop tours Garden/nursery tours Winery tours Historical agricultural

exhibits Exotic animal farm Farm visits & stays Mazes (corn, hay)

Holiday visits/tours Hay rides Barn dances Petting zoo Photography/painting Camping & picnicking Habitat improvement

projects Bird watching Wildlife viewing Hunting dog training &

competition Trap & skeet shooting Fee fishing Fee hunting Farm skills/ farm work

Product of the PartnershipProduct of the Partnership Assessment of existing agri-tourism attractions in

Alabama. Comprehensive inventory that is updated

periodically. High quality advertisements (print and web) to

promote a single web site to allow tourists to identify agri-tourism attractions that are currently available to travelers.

Web site that will identify, by category and location, agri-tourism attractions. Key will be keeping the site up-to-date.

Marketing of Agri-Tourism Trail, including links with Partners’ web sites – links should be prominently featured in each of these web sites.

Development of a series of workshops, seminars and publications to assist farmers and entrepreneurs in the development of future agri-tourism attractions.

Certification of attractions on the Alabama Agri-Tourism Trail.

www.AlabamaAgriTourism.com

Alabama Bureau of Tourism and TravelAlabama Bureau of Tourism and Travel• Consult in the development of the assessment process.

• Assist in the development of the comprehensive inventory.

• Consult in the development of the web site and approve the final site prior to launching the site.

• Development of advertisement (print and web) to promote the web site

• Market the Agri-Tourism Trail – promotion

of web site in “Alabama Travel Guide,” etc.

Dept of Ag & IndustriesDept of Ag & Industries• Consult in the development of the assessment process.

• Assist in the development of the comprehensive inventory.

• Consult in the development of the web site and approve the final site prior to launching the site.

• Market the Agri-Tourism Trail – promotion

of web site in Department publications, etc.

Alabama Farmers FederationAlabama Farmers Federation• Consult in the development of the assessment process.

• Assist in the development of the comprehensive inventory.

• Consult in the development of the web site and approve the final site prior to launching the site.

• Market the Agri-Tourism Trail – promotion

of web site in agency publications, etc.

Alabama Cooperative Extension SystemAlabama Cooperative Extension System• Development of a comprehensive state-wide

agri-tourism inventory. • Periodic updating of inventory.

• Development of web site with close coordination with the other Partners.

• Maintenance of web site with periodic contact of all listed attractions to ascertain the validity of all entries.

• Market the Agri-Tourism Trail – promotion

of web site in Extension publications, etc.

Marketing StrategyMarketing Strategy• Very limited marketing resources. • Rely upon existing in-house personnel.

• Utilize agency/organizational web sites.

• Use in-house publications.

• Emphasize direct contact with clients and stakeholders.

Marketing StrategyMarketing Strategy• Phase I

○ Web site will initially be marketed toward potential attractions (farmers, entrepreneurs, agri-businesses, etc.) encouraging them to list their attractions as components of the Alabama Agri-Tourism Trail.

○ Require a critical mass of attractions by both categories and geographic areas to have a viable trail to market to tourists.

Marketing StrategyMarketing Strategy• Phase II

○ Web site will be marketed to travelers once the comprehensive agri-tourism inventory has been established.○ Travelers will have additional opportunities to experience the heritage and culture of the local area.○ Communities will have additional

attractions to include in their marketing

mix and increase their tourism revenues.

Marketing StrategyMarketing Strategy Design Compatibility

• Each agency/organization will have the autonomy to market the web site as they desire.• Intent is to use graphic advertisements that are compatible with the web site.

o ACES designed the web siteo ACES also developed a series of four graphic ads of varying sizes in both color and grayscale that

have the look of the web site.o Sizes vary from business card size to

8 1/2 “ x 11”

Marketing Marketing ExamplesExamples

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Desired Results of PartnershipDesired Results of Partnership• Added revenues for farmers and agri-businesses.

• Increased attractions for small communities – develop critical mass of attractions.

Strengths of PartnershipStrengths of Partnership• Shared goals and vision. • Each partner is a strong, state-wide

organization.

• Each has a significant role/niche.

• Each has made substantial contributions.

• Strong group ownership – lack of egos.

• Informal, flexible organizational structure.

Weaknesses of PartnershipWeaknesses of Partnership• Limited funding for the program. • Lack of comprehensive inventory.

• All participation is voluntary.

• Active involvement is limited to a few individuals in each organization.

• Current activities focused on existing attractions.

• Quality control of listed attractions.

• Keeping web site current.

Future ProjectsFuture Projects• Expanding listings. • Expand marketing efforts.

• Continued development of web site.

• Workshops and seminars – develop future agri-tourism attractions.

• Publications – address critical issues (liability, marketing).

• Explore certification program.

• Develop a Regional Trail (??).

States with Agri-Tourism Web SitesStates with Agri-Tourism Web Sites• Wisconsin visitdairyland.com• California calatour.org• Illinois agritourism.uiuc.edu• Vermont vtfarms.org

• North Carolinancagr.com/NCproducts/indes.htm

• Tennessee picktnproducts.org/tourism/index.htm

• Kentucky (west) thinkwestkentucky.com• Alabama AlabamaAgriTourism.com