influences affecting agritourism success in the western...
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Influences Affecting Agritourism Success in the Western US
Diane Gaede – University of Northern Colorado
Penny Leff, Shermain Hardesty & Marcella Valentine– University of California Martha Sullins & Anders Van Sandt – Colorado State University
Funding of this research project by USDA/AFRI Project #2014-68006-21842 is gratefully acknowledged.
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Project Overview
1. Multi-institutional interdisciplinary research group is
surveying western agritourism operators as part of 3
year USDA grant: “Place-Based Innovation: An
Integrated Look at Agritourism in the Western US”
2. Agritourism Producer Surveys conducted in both
Colorado and California – completed June 2015
3. Also using data from project’s agri-tourist survey (all
US), spatial data collection, and some producer case
studies (2015 – 2016)
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For this study, agritourism is:
Any income-
generating
activity
conducted on a
working farm
or ranch for the
enjoyment and
education of
visitors
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Agritourism activities include…
On-farm Direct Sales (U-pick, farm stands, dairy, wine, beer, farm products, etc.).
Accommodations/Lodging (farm stays, guest ranch, B&Bs, camping, cabins, etc.).
Entertainment/Special Events (harvest festivals, corn mazes, farm dinners, weddings, parties, etc.).
Outdoor Recreation (picnicking, swimming, hunting, fishing, photography, horseback riding, snowmobiling, biking, etc.)
Educational Activities (farm or ranch work experience, camps, classes, tours, tastings, demonstrations, petting zoos, egg gathering, etc).
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Survey of Likely Agritourism Operators
Conducted online and through US mail:February 2 – May 19, 2015
150 Colorado Producer Survey respondents total 141 non-duplicated complete surveys
71.6% (101) said Yes, they did offer agritourism products/services
28.4% (40) said No, they did not offer agritourism products/services
243 California Producer Survey respondents total 231 non-duplicated complete surveys from producers
81.3% (187) said Yes, they did offer agritourism products/services
18.7% (44) said No, they did not offer agritourism products/services
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Agritourism
in California
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Agritourism
in California
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Agritourism in Colorado
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Agritourism Gross Revenue - 2014
6%
15%
24%
15%17%
9%8% 8%
0%
10%
15%
21%
17%15%
9%7%
4% 1%
LESS
THAN
$1000
$1000 -
$4,999
$5000 -
$24,999
$25,000 -
$99,999
$100,000 -
$249,000
$250,000 -
$499,999
$500,000 -
$999,999
$1M -
$4,999,999
GREATER
THAN
$5M
Colorado California
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Main Sources of Agritourism Revenue
California: Colorado:
Direct Sales33%
Accom-modations
16%Entertain./ Special Events
14%
Outdoor Recreation
14%
Educational Activities
10%
Diversified13%
Primary Activity - Colorado
Direct Sales61%
Accomodations6%
Entertain., Special Events
8%
Outdoor Recreation
4%
Educational Activities
11%
Divdersified10%
Primary Activity - California
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Days Agritourism Operations Open
3%9%
20%
45%
23%
12% 11%
19%21%
36%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
10 days or less 11 to 35 days 36 to 100 days 101 to 250 days 251 - 365 days
Number of days open in 2014
Colorado California
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Number of Annual Visitors
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Estimated Profit by Primary Activity (CA & CO combined)
21%
11%
20%
25%
18%
4%
20%
25%
38%
43%
18%
35%
22%
43%41%
15%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Direct Sales (N=117) Accomodations/Outdoor
recreation (N=28)
Entertainment, Special
Events, Educational
Activities (N=44)
Diversified (N=20)
loss, no profit less than $2500 $2500 to $25,000 more than $25,000
California: N=141 Colorado: N=71
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* Difference significant at 90% confidence level
0% 10% 20% 30% 40% 50% 60% 70% 80%
Developing and implementing a business plan
Competition from other local recreational options*
Ensuring visitor safety and accessibility
Local & state taxes
City/County permitting & zoning *
Other state or local regulations*
Cost and/or availability of insurance
Family or business labor
Availabilty of operating or investment capital *
Marketing (promotion & advertising *
Management time and expertise *
Agritourism Challenges:Percent of Respondents Rating Each Issue "Challenging" or "Very Challenging"
California Colorado
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0% 20% 40% 60% 80% 100% 120%
chamber of commerce or visitors bureau referrals
paid advertising in print, online or radio
TripAdvisor, Yelp reviews
regional or state tourism guide or web site
farm or wine trail or agritourism association
print brochures, fliers, posters
sign outside business
highway sign listing business *
Facebook, Twitter, Instagram, Pinterest, boosted posts
direct mail or email to customers
referrals from other businesses
feature story (TV, radio, newspaper, magazine)
web site
word of mouth, recommendations from customers
Percent of respondents rating each strategy "effective" or "very effective"
California Colorado
Perception of Marketing Strategy Effectiveness:
* Difference significant at 90% confidence level
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Information Sources Used by Agritourists(from National Survey of Agritourism Visitors)
Sign outside businesses
5%
Highway signage listing
the business
5%
Print, online or radio ads
5%
Website
17%
Social Media
10%
Trip Advisor or Yelp reviews 8%Feature story in media
5%
Tourism guide
6%
Chamber of Commerce
or Visitor's Bureau
4%
Direct mail/email
4%
Print materials
7%
Word of mouth and
recommendations
from family/friends
20%
Referrals from other
businesses
3%
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Helpfulness of Community Resources
* Difference significant at 90% confidence level
0% 10% 20% 30% 40% 50% 60% 70%
County/municipal planning & zoning dept.
Small Business Development Center, University
Extension, other educators *
Local motels, hotels, B&Bs, campgrounds
Local eating & dining places
Other local tourism, recreation & retail businesses
Neighboring farms, adjacent landowners
Tourism bureau, Chamber of Commerce *
Farm or wine trail, agritourism association *
Percent of respondents rating each "helpful" or "very helpful"
California Colorado
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Age of Agritourism Businesses
27%
40%
33%
24%
42%
34%
LESS THAN 5 YEARS 5 - 19 YEARS 20 OR MORE YEARS
Colorado California
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Education Level of Agritourism Operators
1% 3%
18%
39% 39%
0% 6%
21%
44%
28%
DID NOT
COMPLETE HS
COMPLETED
HS/GED
SOME COLLEGE COMPLETED AA
OR BA
ADVANCED OR
GRADUATE
DEGREE
Education Level of Primary Agritourism Decision Maker
Colorado California
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Future Plans (CA & CO combined)
0% 10% 20% 30% 40% 50% 60% 70%
close agritourism operation
reduce type of
experiences/products offered
other plans
make no changes/maintain current
level of operations
hire more employees
invest in buildings or equipment
for agritourism
expand or diversify agritourism
operation
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