farm diversification through a - british columbia · 2018-04-04 · c farm diversification through...

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.


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


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


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).


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


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


experience;2.)Deliveringtheexperience;and3.)Evaluatingtheexperience.Thechaptercoversconsiderationsandquestionsthatfarmsneedtoattendtoinordertoensurehighqualityvisitorexperienceshappenandthatvisitorfeedbackisbothsolicitedandacteduponinfuturedevelopmentdecisions.

Resources

Thefinalchapterintheguidebookprovidesasummaryofvariousresourcesthatcanassistfarmersworkingtoutilizeagri‐tourismasadiversificationoptionandaidinindevelopmentanagri‐tourismexperience.


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


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)


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.


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


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.


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


goodfitforyourfarm


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.


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


Beyondmarketing,farmsshouldalwaysbeseekingvisitorfeedbacktokeeptheirtourismproductscurrentandattractive.Toadaptsuccessfullytoconsumertrends,itisimportanttoprovidevisitorsopportunitiestoprovidecommentsandfeedbackontheirvisit.Considercreatingcommentcardsforthematyourfarmandwhenfilledout,makesuretoreadthemandrespondtothesuggestionsmade!Whentheydepart,askthemhowtheirexperiencewasandwhatyoucoulddotoimproveit.Or,requestareviewfromyourvisitorsonyourwebsiteinacommentssectionorthroughaconsumerwebsite.Whenvisitorsfeelthatyouareopentofeedbackandarelisteningtotheirsuggestions,theyaremorelikelytoprovidehelpfulfeedback.Thisfeedback,ifactedupon,helpsyourefinetheexperienceforfuturevisitorsandensurethatyourreputationforexcellentserviceisshared.


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.


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.

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goodfitforyourfarm


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


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


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


goodfitforyourfarm


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


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.


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.


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.


KeyFactorsofSuccess

Ashighlightedthroughoutthesuccessstories,anumberofimportantfactorsinfluencedthesuccessthatTheBenceFarm,LaityPumpkinPatchandPen‐Y‐Brynfarmshadwhendeliveringanagri‐tourismexperiencetotheirvisitors.Figure9highlightssomeofthemainkeyfactorsthatenabledthethreefarmstobesuccessfulatdeliveringtheiragri‐tourismexperience.Whileeachofthethreefarmsprovidedaverydifferentvisitorexperience,allthreewereabletoofferanexperiencethatbenefitedvisitors.Aswell,intheirownuniqueway,eachfarmdeliveredanexperiencethatconsistedofbothtangiblefarmsproductsandintangiblefarmbasedexperiences.Eachofthethreefarmswheresuccessfulatdeliveringagri‐tourismbecausetheymadespecificdecisionsbasedontheirfarmlayout,resourcesandassetsavailableonhowtodeliveranagri‐tourismexperiencethatworkedbestfortheirfarm.

Figure9:Keysuccessfactorsinvolvedindeliveringasuccessfulagri‐tourismexperience


1. Howwillyoudefinesuccessforyouragri‐tourismventure?Orwhatareyourgoals?2. Whatlevelofengagementdoyouwanttohaveinagri‐tourism?Placingyourproductinfrontofvisitors,

daytripexperienceorovernightstays?3. Doestheexperienceyouwanttodeliverconsistoftangibleandintangibleproducts?


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 [email protected]

Stage1


goodfitforyourfarm


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.


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.


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.


FinancialresourcesInvestinginagri‐tourismrequiresyoutobemindfulofthefinancialresourcesatyourdisposal.Chapter6goesintodetailonthetypesofinvestmentsfarmerscanexpecttomakeandthereturnstheycanexpecttoreceiveinagri‐tourism.ThereflectionquestionsattheendofthissectionaswellasthoseattheendofChapter8willhelpguideyouthroughtheprocessofcreatingafinancialplanbasedontheexperienceyouwanttodeliver.


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.


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


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.


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.


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.


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.


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.


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.



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.


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


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?


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.


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


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.


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.


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


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.


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.


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


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.


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


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


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.


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.


Thereareanumberofwaysyoucanevaluatetheexperienceyouaredelivering.

Surveyscanbeusedtoquicklyaskvisitorstoprovidefeedbackontheirexperience.Thesecanbeonyourwebsiteoremailedtovisitorsaftertheirvisit.FreesurveyscanbedesignedonlinethroughsitessuchasSurveyMonkeyallowingthemtocompletethesurveylateratatimethatisconvenientforthem.

Surveyscanalsobedoneviaquickcommentcardsonyourfarm.Considerprovidinganincentiveforthesebyenteringtheircommentcardsintoadrawforaprizeattheendoftheseason.


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?


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.


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.


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.


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.


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;


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.


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.


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.

farm diversification through a - british columbia · 2018-04-04 · c farm diversification through...

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