agricultural tourism
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Agricultural TourismAgricultural Tourism
Agriculture for Tomorrow ConferenceAgriculture for Tomorrow ConferencePresented byPresented by
Michelle WalkMichelle WalkMSU ExtensionMSU ExtensionMarch 16, 2007March 16, 2007
Agricultural TourismAgricultural Tourism
What is Agricultural TourismWhat is Agricultural Tourism
Why Agricultural TourismWhy Agricultural Tourism
ConsiderationsConsiderations
Success StoriesSuccess Stories
Definition: TourismDefinition: Tourism
A collection of activities, services and industries A collection of activities, services and industries that delivers a that delivers a travel experiencetravel experience, including , including transportation, accommodations, eating and transportation, accommodations, eating and drinking establishments, retail shops, entertainment drinking establishments, retail shops, entertainment businesses, activity facilities, and other hospitality businesses, activity facilities, and other hospitality services provided for individuals and groups services provided for individuals and groups traveling away from home.traveling away from home.
Definition: AgritourismDefinition: Agritourism
Agritourism is a business Agritourism is a business conducted by a farmer or rancher conducted by a farmer or rancher for the enjoyment or education of for the enjoyment or education of the public to promote the products the public to promote the products of the farm and generate of the farm and generate additional farm income.additional farm income.
D. Hilchey, 1993D. Hilchey, 1993
Definition: Agricultural TourismDefinition: Agricultural Tourism
Activities that include visiting a Activities that include visiting a working farm or any working farm or any agricultural, horticultural or agricultural, horticultural or agribusiness operations to enjoy, agribusiness operations to enjoy, be educated or be involved in be educated or be involved in what is happening on the locale.what is happening on the locale.
AgMRCAgMRC
Agricultural TourismAgricultural Tourism
Sleigh RidesSleigh Rides Hay RidesHay Rides Pumpkin PatchPumpkin Patch Christmas Tree FarmsChristmas Tree Farms Farm MarketFarm Market Bed and BreakfastBed and Breakfast FestivalsFestivals
ToursTours County FairsCounty Fairs WineriesWineries Pick Your OwnPick Your Own Hands On ChoresHands On Chores Petting ZooPetting Zoo
Agricultural TourismAgricultural Tourism
EntertainmentEntertainment Special EventsSpecial Events Educational ProgramsEducational Programs Authentic ExperienceAuthentic Experience
Why Agricultural TourismWhy Agricultural Tourism
Additional IncomeAdditional Income DiversificationDiversification EducationEducation PreservationPreservation Increase Community Economic Increase Community Economic
ActivityActivity
Tourism TrendsTourism Trends
Agriculture and Tourism are MichiganAgriculture and Tourism are Michigan ’’s 2s 2ndnd and 3and 3rdrd leading industries leading industries
Nature Tourism, Cultural Tourism, Eco-Nature Tourism, Cultural Tourism, Eco-Tourism, Agricultural Tourism growing in Tourism, Agricultural Tourism growing in popularitypopularity
TravelerTraveler’’s are seeking an authentic experiences are seeking an authentic experience
Tourism is the worldTourism is the world’’s largest industry: approx. $6 trillion. s largest industry: approx. $6 trillion. (2005)(2005)
Tourism is the worldTourism is the world’’s largest employer: 221 million jobs s largest employer: 221 million jobs (2005) and expected to increase to 269 million jobs by 2015.(2005) and expected to increase to 269 million jobs by 2015.
The tourism industry enjoys steady growth most of the time. The tourism industry enjoys steady growth most of the time. The 10-year annual growth forecast for 2006-2015 is 4.6% per The 10-year annual growth forecast for 2006-2015 is 4.6% per annum: an outlook for strong, long-term growth.annum: an outlook for strong, long-term growth.
Source: World Travel & Tourism Council (WTTC)Source: World Travel & Tourism Council (WTTC)
Facts & FiguresFacts & Figures
MichiganMichigan’’ss tourism industry supports 150,500 jobs with tourism industry supports 150,500 jobs with $3.4 billion in payroll income. (2003) $3.4 billion in payroll income. (2003)
Michigan ranks 14Michigan ranks 14thth of the 50 states, with tourism of the 50 states, with tourism expenditures of $12.6 billion. (2003)expenditures of $12.6 billion. (2003)
Source: TIASource: TIA’’s report, s report, Impact of Travel & Tourism Impact of Travel & Tourism on the U.S. and State Economies, 2005 Editionon the U.S. and State Economies, 2005 Edition
Facts & FiguresFacts & Figures
Facts & FiguresFacts & Figures
Residents of Michigan annually spend nearly Residents of Michigan annually spend nearly $3 billion more on out-of-state trips than our $3 billion more on out-of-state trips than our industry captures from non-residents traveling industry captures from non-residents traveling in Michiganin Michigan
Facts & FiguresFacts & Figures
44% of Michigan44% of Michigan’’s travelers traveled within s travelers traveled within Michigan for their most recent pleasure trip. Michigan for their most recent pleasure trip.
Source: CARRS – Tourism, Resource Center, Michigan State UniversitySource: CARRS – Tourism, Resource Center, Michigan State University
Destination MarketingDestination Marketing
Tourism marketingTourism marketing (marketing a destination) is (marketing a destination) is much more than just selling a place to potential much more than just selling a place to potential visitors.visitors.
It includes the uniqueness It includes the uniqueness (positioning)(positioning) of what of what visitors come to see visitors come to see (the product)(the product), the relative cost , the relative cost of one place compared to another of one place compared to another (the price)(the price),, the the ‘‘distributiondistribution’’ (or accessibility of the place)(or accessibility of the place) to to potential target markets, and the variety of potential target markets, and the variety of methods used to inform and attract visitors methods used to inform and attract visitors (the promotional mix). (the promotional mix). [-The [-The marketing mixmarketing mix.].]
Expectations of TodayExpectations of Today’’s Travelers Traveler
Quality of lodgingQuality of lodging
Authenticity of experienceAuthenticity of experience
Looking for unique experiencesLooking for unique experiences
What does this mean for your What does this mean for your business?business?
Visual appearanceVisual appearance
Customer ServiceCustomer Service
Knowledge of staffKnowledge of staff
ConsiderationsConsiderations
The protection of a communityThe protection of a community ’’s natural s natural environment and sustainable use of renewable environment and sustainable use of renewable resources is imperative in maintaining the resources is imperative in maintaining the quality of life for residents and ensuring that quality of life for residents and ensuring that future generations live in healthy productive future generations live in healthy productive surroundings. surroundings.
Preservation of agricultural land is important Preservation of agricultural land is important to the community.to the community.
ConsiderationsConsiderations
ZoningZoning
Permits & LicensesPermits & Licenses
InsuranceInsurance
Tax IssuesTax Issues
ConsiderationsConsiderations
ParkingParking
RestroomsRestrooms
ConcessionsConcessions
MarketingMarketing
P.A. 46 of 2005P.A. 46 of 2005
January 2007January 2007 Report of Report of
RecommendationsRecommendations Agricultural Tourism Local Agricultural Tourism Local
Zoning Guidebook and Zoning Guidebook and Model Zoning Ordinance Model Zoning Ordinance ProvisionsProvisions
www.michigan.gov/agtourism
Success StoriesSuccess Stories
Northern Lower PeninsulaNorthern Lower Peninsula Blackstar FarmsBlackstar Farms Just a Plain FarmJust a Plain Farm
Upper PeninsulaUpper Peninsula Centennial Cranberry Farm, ParadiseCentennial Cranberry Farm, Paradise Sault Ste. Marie FarmerSault Ste. Marie Farmer’’s Markets Market
Upper Michigan Cranberry Farm Featuring Fresh Cranberries, Cranberry Products, Cranberry Recipes, Cranberry Gifts, & More!
Welcome
to Michigan's Only Historic Cranberry Farm (Est. 1876)
Home
Harvest
History
Recipes
Articles
Gift Shop
Map
Contact Us
Overhead view of Centennial Cranberry Farm
2003: two vendors and 50-100 customers.2003: two vendors and 50-100 customers. 2004: Fifteen vendors with 100+ customers weekly.2004: Fifteen vendors with 100+ customers weekly. 2005: Thirty two registered vendors with 200 to 300 2005: Thirty two registered vendors with 200 to 300
customers that spent between $500 to $3,000 during our two customers that spent between $500 to $3,000 during our two hours on a Wednesday evening.hours on a Wednesday evening.
2006 Thirty nine registered vendors with 150 to 400 2006 Thirty nine registered vendors with 150 to 400 customers spending $500 to $4,500 during two hours on a customers spending $500 to $4,500 during two hours on a Wednesday evening.Wednesday evening.
Products include: produce, bread, USDA inspected meats, Products include: produce, bread, USDA inspected meats, poultry, eggs, herbs, fish, honey, maples syrup products, poultry, eggs, herbs, fish, honey, maples syrup products, herbs, frozen pasties, art, and music.herbs, frozen pasties, art, and music.
ResourcesResources
MSU Extension: MSU Extension: www.msue.msu.edu MI Farm Marketing & Agri-Tourism MI Farm Marketing & Agri-Tourism
Association: Association: www.mi-fmat.org Agricultural Marketing Resource Center Agricultural Marketing Resource Center
(AgMRC): (AgMRC): www.agmrc.org
For More InformationFor More Information
Michelle WalkMichelle WalkMSU ExtensionMSU Extension
Mackinac County Extension DirectorMackinac County Extension DirectorCommunity & Economic Development EducatorCommunity & Economic Development Educator
100 S. Marley Street100 S. Marley StreetSt. Ignace, Michigan 49781St. Ignace, Michigan 49781
(906) 643-7307(906) 643-7307walkmich@msu.edu
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