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Agritourism in a Creative
Economy
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Agricultural Entrepreneurs: Agritourism
The Issues
The Goal
The Response/Options
The Impact
Financial
Community
The Options: New River Valley
The Questions . . .
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The Issue: Agriculture in Virginia
Economic Impact: $52 billion
Employment
357,000 jobs
Value-added industries employ another 76,000 individuals
Issues/concerns
Inability of small and medium size farms to capture scale efficiencies
Decreasing farm totals
Unstable market value of production
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Outlook of Farms in Virginia
Year
No. of
farms
Land in farms
(acres)
Total crop land
(acres)
Avg. age of
principal operator
1997 49,366 8,753,625 43,124 55.8
2002 47,606 8,624,829 41,047 56.7
2007 47,383 8,103,925 35,954 58.2
2011 46,400 7,950,000 unreported unreported
2012 46,200 8,050,000 unreported unreported
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Market Value of Agricultural Products Sold in
Virginia
$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
1987 1992 1997 2002 2007
Mar
ket
Val
ue
of
Ag
Pro
du
cts
Sold
($
Tho
usa
nd
s)
Census Years
$500,000 t $999,999
$250,000 to $499,999
$100,000 to $249,999
$50,000 to $99,999
$25,000 to $49,999
$10,000 to $24,999
$5,000 to $9,999
$2,500 to $4,999
Less than $2,500
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Virginia Tourism Sector: 5th Largest Private Employer
Increase in visitors from 1.4 million in 2007 to over 2.3 million in 2012
2014- $22.4 billion generated by the tourism industry (4.1% increase over 2013)
Employment (2010-2014): increase from 204,000 to 216,900
Tax Revenue (2014): $1.5 billion
State and local combined
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Virginia Tourism Sector
Steady increase in domestic travel expenditures from about
$14 billion in 2002 to $22 billion in 2014
0.0
5.0
10.0
15.0
20.0
25.0
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011Do
me
stic
tra
vel e
xpe
nd
itu
res
($B
illio
ns)
Year
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The Goal
Increase net profit.
Keep farmland in use.
Sustain the operation.
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The Response/Options
Explore innovative enterprises.
Direct Marketing
Agritourism
On-farm stays
Wineries / Farm Breweries
Weddings
Events
Farm dining
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Agritourism activity . . . Code of Virginia§ 3.2-6400. (Effective October 1, 2008) Definitions.
“any activity carried out on a farm or ranch that
allows members of the general public, for
recreational, entertainment, or educational
purposes, to view or enjoy rural activities, including
farming, wineries, ranching, historical, cultural,
harvest-your-own activities, or natural activities and
attractions. An activity is an agritourism activity
whether or not the participant paid to participate in
the activity.
http://leg1.state.va.us/cgi-bin/legp504.exe?000+cod+3.2-6400
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Direct Marketing
On-farm sales
Farmers’ Markets
Web-based sales
Farm stands
Roadside markets
Value added Products
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With the increasing urbanization of the
U.S. combined with social movements
celebrating local and natural
experiences, the future of the
Agritourism industry looks good. National Survey on Recreation and the Environment
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Agritourism: Economic Boost for Many Farmers
California is among the leaders in
agritourism with nearly 700 farms
averaging more than $50,000 in
agritourism income. Source: USDA Census of Ag
• Agritourism has tended to develop on smaller farms near
urban centers.
• More recent trends show that thriving agritourism sectors
have been flourishing in remote areas away from cities.
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Memory Building Retailing in the Experience Economy
Customer Experience . . . Make a Memory
Of critical importance is the
takeaway feeling your customer
has about you or your product.
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Day Camps
Farm Vacations
Camping
Equestrian B&B’s with Riding Trails
Animal Parks
Herb/Flower Farms
Rent a Row of Veggies
Horseshoeing
Star Gazing
Shooting Range/Skeets
Swimming Areas
Photography/Painting
Hunting Dog Competitions
Farm/Ranch Work Vacations
Adding Value to Your Farm: The Lure of the Land
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Agritourism in Virginia
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2013-2014 Study:
The Virginia Agribusiness Industry: A Geographic and
Profitability Analysis of Agritourism
Gustavo Ferreira, Ph.D., Instructor & Extension
Economist
Martha A. Walker, Ph.D., Community Viability
Specialist
Chris Lucha, Master’s student
Virginia Tech, CALS
Department of Agricultural & Applied Economics
The Impact
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Geographical Analysis of Agritourism in Virginia
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Density of Agritourism Operations in Virginia
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Conclusion/Policy Implications
Four focus areas for Virginia agritourism:
consumer base and proximity,
transportation infrastructure and accessibility,
population trends, and
the possible importance of natural amenities
http://www.pubs.ext.vt.edu/AAEC/AAEC-62/AAEC-62.html
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Benefits of Agritourism
Generates additional net farm income
Creates loyal consumer base for branded farm
products
Allows for diversification of income sources
to limit market risk exposure
Strategy to cope with bad crop years,
disasters, and droughts
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Benefits of Agritourism
Preservation of agricultural heritage
Maximization of productivity and resources
Improvements to the economic situation of
the community
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Successful Example of Agritourism:
Virginia Wine Industry
1979 to 2013: the number of wineries have
increased from 6 to 250
Economic Impact:
Doubled revenue between 2005 to 2010
$750 million
Tourists increased by 620,000 over that time
period
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Agritourism Motivations
0.00% 20.00% 40.00% 60.00% 80.00% 100.00%
Additional Income
Fam Employment
Provide a Service
Tax Incentive
Hobby
Educate
Decrease Variability
Utilize Resources
Market Products
Loss of Ag Progams
Other
N= 240
N/A (0)
Not Important (1)
2
Somewhat Important (3)
4
Extremely Important (5)
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Number of Visitors
0
10
20
30
40
50
60
70
Less than 250 250 to 999 1,000 to 4,999 5,000 to 17,999 18,000 or More
Nu
mb
er o
f O
per
ati
on
s
Average Number of Visitors
N=220
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Percentage of Farm Income Attributed to Agritourism
1-25%
51 – 75%
76 – 100%
26-50%
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Top Events by Study/State
Schilling et al (2006)-New Jersey
Farm Stands, school trips, pick-your-own, corn mazes, pumpkin
picking, and floral products
Tew and Barbieri (2010)-Missouri
Educational tours, leisure tours, U-pick, observation, and
classes/workshops
Bruch and Holland (2004)-Tennessee
On-farm retail market, on-farm tours, and pick-your-own
McGehee and Kim (2004)-Virginia
Working farms, pick-your-own, and on-farm markets
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2013 Events by Percentage of Respondents
Event Percentage of Respondents
Tours 60.9%
Tastings 52.6%
Picnics 45.6%
Pick-Your-Own 39.1%
Special Events 37.6%
On Farm Stand 32.8%
Fall/Harvest Festival 30.0%
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Most Challenging Obstacles by Study/State
Rilla et al. (2011)-California
Legal constraints, zoning, and liability
Bruch and Holland (2004)-Tennessee
Finding quality employees and liability insurance
Schilling et al. (2006)-New Jersey
Regulatory constraints, taxation, availability of technical
assistance, and transportation access
Galinato et al. (2011)-Washington
State laws/regulations, land use and zoning, lack of time,
and liability
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2013 Agritourism Obstacles
0% 10% 20% 30% 40% 50%
Zoning
Signage
Liability
Taxation
Licenses
Limited Access to Capital
Competition
Finding Qualified Employees
Lack of Business Knowledge
Identifying Markets
Lack of Social Networks
Promotion
Business Plan
Expansion
Crop/Animal Production Logistics
Other
N=237
4
Extremely Important (5)
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Dollars Spent Per Visitor (Revenue)
4
17
43 46
53
37
17
7
13
0
10
20
30
40
50
60
$0 $1-10 $11-20 $21-30 $31-40 $41-50 $51-100 $101+ Don't
Know
Nu
mb
er o
f O
per
ati
on
s
N=237
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Proximity of Operations to Metropolitan Areas
26
80
52
8
37
50
32
49
24
71 71
6 11
0102030405060708090
Nu
mb
er o
f O
per
ati
on
s
Metropolitan Areas*
N=229
• The Office of Management and Budget defines a metropolitan area as one that “contains a
core urban area of 50,000 or more population”
• For the purpose of this study, proximity is defined as within a one hour drive from a
metropolitan area.
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Agritourism Profitability
8.6%
14.7%
47.8%
18.5%
10.3%
0
20
40
60
80
100
120
Not at All
Profitable (1)
2 Somwhat
Profitable (3)
4 Highly
Profitable (5)
N=232
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Conclusions/Policy Implications
Data gathered provided current statistics of Virginia agritourism and the factors that influence success
Findings 23% of operators have less than 10 years of agricultural
experience
16% have less than 10 years of business/management experience
Most stated signage as the largest obstacle to success Outside of road signage, most used promotional strategies are the easiest to
implement: websites, word of mouth, and social media
The closer an operation is to Virginia’s interstates, the more likely to be profitable Increasing observations could show more significant results for region
variables
Larger agritourism operations are more likely to be profitable
Wineries are less likely to be profitable in Virginia, likely because they are young and haven’t reaped the benefits from their investment
For those with a significant share of income from agritourism, a balance between natural and proximity is important
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In the News . . .
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Colorado
Oregon
Virginia
Ohio – Farm Bureau
Wait . . . Are we ready?
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Regions Respond
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Regions Respond
Talk about the ideas
Inventory your resources
Explore the options
Establish a network
Build a plan
Remain persistent
Invite partners
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Regions Respond
Cast Down Your Bucket
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Next Steps
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References & Forms
Richardson, J. Managing Liability: Legal Liability in
Agritourism and Direct Marketing Operations.
Virginia Cooperation Extension.
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Martha A. Walker, Ph.D.
Community Viability Specialist
Virginia Cooperative Extension