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John Day River Territory November 2010
Agri-Tourism DevelopmentWorkshop
• David Beurle• Juliet Fox • Kristin Dahl
Agri-Tourism Development Workshop
Program Overview:
• What is Agri-Tourism – market segments• Global and macro trends and impact• Case-studies; the good, the bad and the ugly• Potential in JDR Territory?• Local issues and constraints• Business and industry planning• Where to from here?
A reality check….
• Agri-Tourism can be successful and rewarding.• But -there are more failures than successes in
Agri-Tourism – why?– Survival motivation– Lack of required skills – Limited scale and capital – Poor understanding of sophisticated market– Lack of coherent strategy and cohesion
• Rural Tourism Studio very important.
The source of observations and case-study material
• A series of international study tours and site-visits
• Work in North America• Travel Oregon’s long history
and expertise in Tourism
Agri-Tourism – a framework
What is it Agri-Tourism?
Technically; “the act of visiting a working farm or any agricultural, horticultural or agribusiness operation for enjoyment, education, or participation in the activities of the farm or operation”
Also; (and importantly); connecting your farming operation and ‘products’ to a tourism operation or related regional retail outlet.
But; people are less likely to travel to JDR Territory for just an agri-Tourism experience; more likely to be attracted by a ‘package’ of tourism opportunities.
What are you selling?
• Experiences– Connection to nature / rural / outdoors– Romantic / Healthy / Quiet / Adventure– Educational / Learning
• Goods– Food (local and retail)– Specialty products (oils / soaps)– Crafts /Artifacts / Art
Where do you sell it?
• Farm based destination– ‘Value-add’ occurs on farm.– experience and goods only available ‘on-site’.
• Regional / community destination– ‘Value-add’ occurs in regional context – somewhere
in region or associated with region.– Experience and goods available in off-farm locations;
but strongly connected to rural / agricultural context – generally only available within the specific region.
Agri-Tourism product matrixFarm Destination Regional destination
Experience •Farmstay / B&B / Spa•Farm Events (tulips)•U-pick/ harvest•Working farm holidays•Farm / Ranch education
•Festivals / Events •Regional food /cuisine•Food and wine trails•Gourmet treks •Culinary schools
Goods •Wines and oils•Organic / fresh foods•Arts and crafts•Roadside stalls
•Farmers markets•Regional retail branding•Specialty outlets•Food baskets
Pros and ConsFarm Destination Regional destination
Experience •On-farm issues – liability and people in house•Potential restrictions on activities•Often personality based and time demanding – in competition with mgt time•Can be rewarding
•Lot of work; complex organization; but big premiums•Difficult to quantify direct benefits•Subject to volatile economy •Large scale – requires collaboration •Discerning customers (fussy)•Build off other assets in region
Goods •Can be difficult to extract premium (except with capital intensive iconic wines /oils•Potential for saving out of value chain (cut out steps)•Easy to control reputation
•Can be expensive to support•Chance of failure is higher•Quality and consistency are key issues•Difficult to compete with big chains and alliances
Macro Trends – a quick scan
Global trends in agriculture
• Emerging power of retailers – access to unique consumer information and control over supply chains
• Farm gate cost-price squeeze is universal.• Globalization removing most trade and investment
barriers. • Fewer larger players exerting more control over the
food chain.• The role of Government is changing – less support but
more regulation in areas of food safety
What does this means for Agri-Tourism?
Shifts in societal values
• Concern about global climate change• Emerging new generational values• Health consciousness increasing – USA lagging• Desire for experienced-based activities• Stronger environmental awareness• Growing disconnect between urban and rural• Impact of economic meltdown
What does this means for Agri-Tourism?
Increasing consumer awareness
• Increase in demand for organics• Debate about GM (and bans)• Re-examination of food systems- energy costs• Slow Food movement – alternative perspective• Mad cow disease – altered trust factor• Food recalls – contamination concerns (China,
USA)What does this means for Agri-Tourism?
Agri-Tourism in JDR Territory
Group Discussion One
Case Studies around the world
Success and failure
Hyden – Western Australia
Rural tourism – built around ‘Wave Rock’
• Small scale and locally driven• Retains authentic farming town feel• Diverse businesses that are largely sideline to
farming operations• Celebrates farming heritage
www.waverock.com.au
Lessons for JDR Territory Agri-Tourism
Group Discussion Two
Small team work sessions
Group Discussion Three