Connecting Agriculture & Tourism

Strengthening tourism through
education and research

Building Bridges: Connecting
Agriculture & Tourism
A i lt T i
Kent G t f
K t Gustafson
University of Minnesota Tourism Center
February 5,2007


LINKAGE

A set of activities that
occur when people li k
h l link
travel with the
products, services,
products services
and experiences of
agriculture


BRIDGE BUILDING………….
 The agri-tourism
culture

 Travel trends

 The agri-tourism
product
d


TERMINOLOGY MATTERS
 “Agritourism”
 “Agri-Tourism”
g
 “Nature-based tourism”
 “Agri-tainment”
Agri-tainment
 “AgriCultural Heritage”
 “Alternative Enterprise”


Agri-Tourism
 AGRICULTURE  TOURISM

Production Marketing

Export Import

Tangible good Intangible service


TRAVEL TRENDS
 Shorter trips/closer to
h i / l
home/later bookings
 Add pleasure travel to
business travel
 Expansion of group travel
(ages/packages)
 Use of internet for travel
planning & booking
 Impact of health/wellness
on travel


2006 TRAVEL PRICE INDEX
 Up 1.9% (November, 2005 N
U 1 9% (N b 2005-November, 2006)
b
Gas prices increase 4%
Lodging
L d i “ 4%
Airfares decrease 2%
Food/beverage increase 3%
---TIA/USDL, 2006
 Minnesota vacation costs up 2% ($230 p/day for
family of 4)
---AAA, April, 2006
, p ,


TRAVEL SAFETY INDEX

 Safety: increasing importance in travel
f y g p
decisions

 Child safety—Agri-Tourism


2006 U.S. SUMMER TRAVEL

Activities:
VFR (41%)
Beach (38%)
Rural areas (27%)
Parks (20%)
History (20%)
---TIA,
---TIA 2006


MINNESOTA TOURISM
 Minnesota  Martin County
Gross sales: Gross sales:
$10,236,722,814
$10 236 722 814 $24,599,277

State sales tax: State sales tax:
$628,408,194 $1,527,371

Jobs: 242,304 Jobs: 784


41 MILLION VISITORS (STATE)
 Metro (45%) 18.45 million

 North Central/West (21%) 8.61 “

 Southern (19%) 7.79 “

 Northeast (16%) 6.56 “


TRAVELER PROFILE (SOUTHERN)
 Avg.
A g age: 47  Purpose
P rpose of trip:
 Medium Income: $73,600 Vacation: 42%
 Mn. Residents: 42% Personal: 32%
 Avg. party size: 2.6 Business: 19%
 Avg.# nights: 3.3 Conference: 9%
 % w/children <18: 27%
18:  Activities:
 Lodging: General: 80%
Paid: 71% Shopping: 41%
Unpaid: 12% VFR: 41%
Day trip: 18% Events: 26%
Recreation: 29%


WHO IS YOUR TARGET MARKET?
 Ag. professionals
 Families w/young
y g
children
 Grandparents w/
grand children
 Active seniors
 New groups?


MARKETING ASSISTANCE
 Local Ch b
L l Chambers of Commerce (Fairmont,
fC (F i
Sherburn, Trimont)
 Fairmont C
F i Convention and Visitors Bureau
i d Vi i B
www.fairmontcvb.com
 Southern Minnesota Tourism Association
www.exploresouthernminnesota.com
 Explore Minnesota Tourism
www.exploreminnesota.com


MARKET RESEARCH
How many consumers in
the Twin Cities
metropolitan area
would be interested in
visiting an
agriculturally based
tourist activity?
--U. of M., 2002


CORN MAZE/PETTING FARM
 Avg. attendance: 4.7
persons
 Avg. l
A planned d
spending: $9.90 p/p
 Distance:
Di t
62% < 50 miles
 Stay:
S
Afternoon (66%)


HALLOWEEN-THEMES
d
persons
 Avg.
Avg planned spending:
$15.70 p/p
 Distance:
 81% < 50 miles
 Stay: Afternoon (76%)
Day
D (20%)


HISTORICAL FARM
d
persons
 Avg.
Avg planned spending:
$32.80 p/p
 Distance:
(63%) < 50 miles
 Stay: Afternoon (48%)
Day
D (43%)


“FISHING HOLE”
A tt d 43
persons
 Avg. planned spending:
$71.80 p/p
 Distance:
< 50 miles: 34%
100-200 : 30%
 Stay: Weekend (40%)
Afternoon (26%)
Day (23%)


AG. PRODUCT PURCHASE
90
80
70
60
50 Fruits/Veg.
40 Hort.
30 Meat/Dairy
20 Spec. Meat
10
0
Interest Same (%) More (%)
(%)


INFORMATION SOURCES
 Internet 67%
 Paid ads. 65%
 Family/friends 64%
 Brochures 58%
 Chamber of Commerce 41%


THE AGRI-TOURISM PRODUCT


THE THREE RIVERS WINE TRAIL
 6 wineries/75+ miles/6
counties/3 rivers

 Cooperative marketing
p g

 Tasting, tours, special events

 Developing partnerships:
wineries/food &
beverage/lodging/other area
attractions

www.threeriverswinetrail.com


MEDIA


THE ART MEANDER
 2nd annual art crawl
 50 local artists and
crafts persons
f
 Studio tours, art
displays and sales
di l d l
 10 cities, 4 counties

 2ddays
www.artsmeander.com


2005 ART MEANDER
 Travel party: 3.7
T l t 37  Average personal
A l
 No. of sites visited: 3.9 expenditures:
 Likelihood of return:
e ood o etu : Art products: $ 70.51
73.6% (very) Lodging: 30.77
15.7% (somewhat) Transportation: 24.45
 Decision t tt d
D i i to attend: Shopping:
Sh i 19 70
19.70
F/R: 43.8% Food/beverage: 16.91
Brochure 27.0% Recreation: 12.96
Prev. attend. 22.5% Grocery: 4.87
 Non-resident status: 49.7% $180.17


 Directs people to places where they can get
locally grown food and locally made products
as well as participate in local attractions &
amenities
 Encourages people to eat and vacation in
ways that support healthy rural communities
and incorporate sustainable practices into
their travel


GREEN ROUTES IN MINNESOTA
 6 routes currently identified  “Green Travelers”
Green Travelers
 217 local destinations currently - Authentic travel experiences
identified - Local products for purchase
 4 basic criteria: - Support local culture &
- U l l products; & employs
Uses local d l attractions
local people - Want personal contact w/local
- Uses energy efficient appliances & residents
reduces use on non-renewable
energy - Clear information & maps
- Uses sustainably produced products - Guided and/or self-guided tours
- Engages visitors through active - Nature-based interests
participation in nature, people, - Plan trip within 1 month based
history, culture
hi t lt upon a variety of sources
www.greenroutes.org
Renewing the Countryside


IMPLICATIONS (AG.)
 Importance of:
I t f
- a personal profile
- a business p a
bus ess plan
- a pricing policy
- a competitor
analysis
- a risk management plan
- a marketing strategy


IMPLICATIONS (TOURISM)
 Can you provide…….
id
- A quality product?
- A consistent level of
service?
- A fair price?
- An enjoyable &
educational
experience?


BRIDGING
 Assessing the agri-tourism inventory
 Applying agri-tourism criteria
pp y g g
 Packaging the experience with the other agri-
tourism products in the area
 Placing the product on the radar screen of
tourism marketing organizations


CONTACT INFORMATION
Kent Gustafson
University of Minnesota Tourism Center
y
120 Biosystems – 1390 Eckles Avenue
St. Paul
St Paul, Minnesota 55108
(612)625-8274
kgustaf@umn.edu
www.tourism.umn.edu

Connecting Agriculture & Tourism

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