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My Focus...

"I want the family farm - the backbone of our country's heritage - to thrive and survive for future generations."

"Cultivating Agritourism: How CVBs and Farmers Plant Seeds for Profit"

Full Day Agritourism Workshop

AUDIENCE: Farm families, extension agents, farm bureau members, department of agriculture reps, tourism professionals

FORMAT:


8:30 to Noon

"From the Traveler's Perspective"
Jane's Speech


"From the Farm Perspective"
Jane's Speech, Working Session and Group discussion

12:00 to 1:00 Lunch

1:00 to 3:00

"From One Perspective: Working Together"
Jane's Speech & group discussion


From the Travelers Perspective

MISSION FOR TOURISM INDUSTRY
The CVB wants to grow revenues through increased regional visitation, as well as offer diverse products and promote to niche markets.

WHAT IS AGRITOURISM AND WHY JOIN IN?
What is agritourism and why will it grow visitation for the CVB? Agritourism meets the needs of the leisure market AND the motor coach market by offering entertainment, education, experiences, shopping, dining, lodging, etc. This is a product that supports the new travel trends, especially by highlighting experience rather than just the product.

From the Farm Perspective

MISSION FOR FARMERS
Farmers want to grow revenues and increase profits. This is an overview of how a farm is more than a farm - it's a destination. How alternative use of property leads to diversification and long-term sustainability of the rural way of life.

WHAT IS AGRITOURISM AND WHY JOIN IN?
What is agritourism? A look at why people are flocking to farms and why farmers need to get on the (band)wagon!

OPEN DISCUSSION
Developing traveler experiences for your farm destination.

CASE STUDY
Jane will give the history of how Eckert's Orchards grew into one of St. Louis' largest tourist destinations by working in close partnership with tourism authorities.

From One Perspective: Achieving One Goal

CVB and Farmers share the same goal: growing revenue. Working hand-in-hand, each group can grow revenue by bringing more people to the agricultural destinations.

IT'S NOT TOURISM UNTIL THE TRAVEL INDUSTRY SAYS SO
Farmers are often unfamiliar with even the most basic organization of the travel industry, so we'll give them a working overview of the industry infrastructure. It's important they understand why it takes in-depth knowledge and experience to market to this industry. It takes a close working relationship with the CVB in order to become a tourism component in the community.

OVERVIEW OF CURRENT LOCAL TOURISM MARKETING
Including target audiences, products and marketing plans

MEETING STANDARDS OF TRAVELERS AND TOUR OPERATORS
Today's sophisticated tourist has high expectations. What are those expectations and how to meet them regarding cleanliness, food service, signage, physical operations, staff training, parking, restrooms, safety, convenience, etc. Tourism panel will further explore basic traveler needs.

HOW CVB, FARMERS and EXTENSION AGENTS CAN WORK TOGETHER
To develop agritourism, it is critical for both groups to work closely. So where do they each begin? Farmers need to connect to all the marketing opportunities through the CVB attendance at key meetings, conventions and conferences. CVBs have to help farmers develop their properties as destinations. Extention agents have to help farmers with diversifying property. All of these groups can grow agritourism through pursuing grants and monies from State Economic Development Agencies, the State and Federal Departments of Agriculture, etc.

PACKAGING
Packaging is the key to attracting the motor coach industry to agri-destinations. It will also be important to develop "clusters" of agri-destinations beyond just wineries. How have others put together successful agritourism packages? What are the main elements to consider in agritourism packages?

GROUP DISCUSSION
Open floor comments and questions.