Transcript Alabama Farmers Federation

Tourism Development
Through Public-Private
Partnerships – The Alabama
Agri-Tourism Trail
Southern Community Development Educators
May 19, 2004
Tampa, FL
Alabama Agri-Tourism
Partnership
Partners:
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Alabama Bureau of Tourism and Travel
Alabama Cooperative Extension System
Alabama Department of Agriculture and Industries
Alabama Farmers Federation
Established:
June 2003
Purpose:
 Short term – develop and market existing
agri-tourism attractions through the Alabama
Agri-Tourism Trail
 Long term – develop a series of workshops,
seminars and publications to assist farmers
and entrepreneurs in the development of
future agri-tourism attractions.
Agri-Tourism
“a commercial enterprise at any
agricultural operation, including
horticultural and agribusiness, conducted
for the enjoyment of visitors that
generates supplemental tourism income
for the owner.”
Activities & Attractions
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Farm tours
Bed & Breakfasts
Roadside stands & markets
U-pick operations
On-farm sales
Festivals or fairs
Agriculture related crafts/gifts
Guided crop tours
Garden/nursery tours
Winery tours
Historical agricultural exhibits
Exotic animal farm
Farm visits & stays
Mazes (corn, hay)
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Holiday visits/tours
Hay rides
Barn dances
Petting zoo
Photography/painting
Camping & picnicking
Habitat improvement projects
Bird watching
Wildlife viewing
Hunting dog training & competition
Trap & skeet shooting
Fee fishing
Fee hunting
Farm skills/ farm work
Product of the Partnership
 Assessment of existing agri-tourism attractions in Alabama.
 Comprehensive inventory that is updated periodically.
 High quality advertisements (print and web) to promote a single
web site to allow tourists to identify agri-tourism attractions that
are currently available to travelers.
 Web site that will identify, by category and location, agri-tourism
attractions. Key will be keeping the site up-to-date.
 Marketing of Agri-Tourism Trail, including links with Partners’
web sites – links should be prominently featured in each of these
web sites.
 Development of a series of workshops, seminars and publications
to assist farmers and entrepreneurs in the development of future
agri-tourism attractions.
 Certification of attractions on the Alabama Agri-Tourism Trail.
www.AlabamaAgriTourism.com
Alabama Bureau of Tourism and Travel
• Consult in the development of the assessment process.
• Assist in the development of the comprehensive
inventory.
• Consult in the development of the web site and approve
the final site prior to launching the site.
• Development of advertisement (print and web) to
promote the web site
• Market the Agri-Tourism Trail – promotion
of web site in “Alabama Travel Guide,” etc.
Dept of Ag & Industries
• Consult in the development of the assessment
process.
• Assist in the development of the comprehensive
inventory.
• Consult in the development of the web site and
approve the final site prior to launching the site.
• Market the Agri-Tourism Trail – promotion
of web site in Department publications, etc.
Alabama Farmers Federation
• Consult in the development of the assessment
process.
• Assist in the development of the comprehensive
inventory.
• Consult in the development of the web site and
approve the final site prior to launching the site.
• Market the Agri-Tourism Trail – promotion
of web site in agency publications, etc.
Alabama Cooperative Extension System
• Development of a comprehensive state-wide agri-tourism
inventory.
• Periodic updating of inventory.
• Development of web site with close coordination with
the other Partners.
• Maintenance of web site with periodic contact of all listed
attractions to ascertain the validity of all entries.
• Market the Agri-Tourism Trail – promotion
of web site in Extension publications, etc.
Marketing Strategy
• Very limited marketing resources.
• Rely upon existing in-house personnel.
• Utilize agency/organizational web sites.
• Use in-house publications.
• Emphasize direct contact with clients and stakeholders.
Marketing Strategy
• Phase I
○ Web site will initially be marketed toward potential
attractions (farmers, entrepreneurs, agri-businesses,
etc.) encouraging them to list their attractions as
components of the Alabama Agri-Tourism Trail.
○ Require a critical mass of attractions by both
categories and geographic areas to have a viable trail
to market to tourists.
Marketing Strategy
• Phase II
○ Web site will be marketed to travelers once the
comprehensive agri-tourism inventory has been
established.
○ Travelers will have additional opportunities to
experience the heritage and culture of the local area.
○ Communities will have additional
attractions to include in their marketing
mix and increase their tourism revenues.
Marketing Strategy
Design Compatibility
• Each agency/organization will have the autonomy to
market the web site as they desire.
• Intent is to use graphic advertisements that are
compatible with the web site.
o ACES designed the web site
o ACES also developed a series of four graphic ads of
varying sizes in both color and grayscale that
have the look of the web site.
o Sizes vary from business card size to
8 1/2 “ x 11”
Marketing Examples
Marketing Examples
Marketing Examples
Marketing Examples
Marketing Examples
Marketing Examples
Marketing Examples
Marketing Examples
Marketing Examples
Marketing Examples
Desired Results of Partnership
• Added revenues for farmers and agri-businesses.
• Increased attractions for small communities – develop
critical mass of attractions.
Strengths of Partnership
• Shared goals and vision.
• Each partner is a strong, state-wide organization.
• Each has a significant role/niche.
• Each has made substantial contributions.
• Strong group ownership – lack of egos.
• Informal, flexible organizational structure.
Weaknesses of Partnership
• Limited funding for the program.
• Lack of comprehensive inventory.
• All participation is voluntary.
• Active involvement is limited to a few individuals in each
organization.
• Current activities focused on existing attractions.
• Quality control of listed attractions.
• Keeping web site current.
Future Projects
• Expanding listings.
• Expand marketing efforts.
• Continued development of web site.
• Workshops and seminars – develop future agri-tourism
attractions.
• Publications – address critical issues (liability, marketing).
• Explore certification program.
• Develop a Regional Trail (??).
States with Agri-Tourism Web Sites
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Wisconsin
California
Illinois
Vermont
visitdairyland.com
calatour.org
agritourism.uiuc.edu
vtfarms.org
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North Carolina
Tennessee
Kentucky (west)
Alabama
ncagr.com/NCproducts/indes.htm
picktnproducts.org/tourism/index.htm
thinkwestkentucky.com
AlabamaAgriTourism.com