Tourism Development Through PublicPrivate Partnerships The Alabama AgriTourism

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: § § 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 § § § § 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) § § § § 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, agritourism 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. Alabama. Agri. Tourism. 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

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 • • Wisconsin California Illinois Vermont visitdairyland. com calatour. org agritourism. uiuc. edu vtfarms. org • • North Carolina Tennessee Kentucky (west) Alabama ncagr. com/NCproducts/indes. htm picktnproducts. org/tourism/index. htm thinkwestkentucky. com Alabama. Agri. Tourism. com