1. Global Center for Cultural Entrepreneurship
The Northern New Mexico Agritourism Corridor:
Results and Report of Survey Activities
January 2013
Contact: Alice@culturalentrepreneur.org

2. THE NORTHERN NM AGRITOURISM INITIATIVE
The Global Center for Cultural Entrepreneurship, the MRCOG
The Partnership AgCollaborative, Bernalillo County, USDA, and RDC/REDI have partnered to
build a core group of agritourism sites that will attract people to north and
central New Mexico. The partnership aims to build economic opportunities
that align with our cultural values, support local food production, and
increase revenue opportunities for farmers. The initiative is providing
support to local food and farm enterprises in six counties: Bernalillo, Los
Alamos, Rio Arriba, Sandoval, Santa Fe, and Taos.
The project includes three phases:
1.) Product development (2012 and 2013) 8/
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2.) Marketing (2013 and 2014) (:9// 31";'
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3.) Innovation and expansion.
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work and activities undertaken toward
product development.
Specifically, the results and analysis of recently completed outreach, and
an extensive questionnaire.
According to national agritourism expert Jane Eckert,
“Agritourism is the crossroads of
tourism and agriculture: when the
public visits working farms, ranches
or wineries to buy products, enjoy
entertainment, participate in activities,
shop in a country store, eat a meal
or make overnight stays."

3. THE AGRITOURISM MARKET
The most recent USDA Census (2007)
USDA Census reports 23,350 farms offering agritourism “Travelers are very
and outdoor activities, totaling $566 million willing to pay for a
in annual revenues for farms. This number is unique ‘farm to fork’
expected to grow as the heritage and culture type experience.”
tourism market expands.
The heritage and cultural traveler spends more and travels for more days
when on vacation. On average, heritage and cultural travelers spend
30% more and travel 5 days instead of 3 while on travel. Combining these
data with the increase in travel by car suggests that agritourism will
continue to prove a viable strategy for rural and urbane communities
determined to maintain their agricultural heritage and outputs.
State Support of States vary in their agritourism activities, policies, and levels of support.
Agritourism However, states are becoming more organized and more competitive in
this emerging market. In several states Departments of Agriculture and
Tourism are collaborating to provide funding and policy support to
agritourism operators. Colorado passed C.R.S. 38-13-116.7 in 2011,
allocating $300,000 annually to support agritourism endeavors;
Oklahoma has enacted legislation approving an Agritourism Revolving
Fund. States are passing legislation that defines agritourism operations,
limits liability for operators, and improves road signage. Overall 26 states
have passed agritourism legislation that will strengthen their
competitiveness in the marketplace.
Percent of Farms in Area with
Income from Agritourism

4. SURVEY & QUESTIONNAIRE
To gain an in-depth understanding of the needs of growers and market
Outreach and venues we conducted outreach, an online questionnaire, and online
Farm Visits research into current national agritourism trends and data.
GCCE visited over 40 farm and/or
market sites (see Appendices for
complete list of Sites Visited).
Additionally, GCCE participated in
AgCollaborative meetings, met
with regional and local policy and
tourism leaders, and hosted a
Centinela Arts
“FAM” tour.
FAM Tour in Abiquiu The FAM (familiarization)Tour
FAM Tour engaged local tourism and
policy leaders in a realistic
agritourism tour. The day-long
trip was hosted by Santa Fe
Walkabouts and included 9
participants. Four sites were
visited: Purple Adobe Lavender
Farm, The Feasting Place,
Centinela Traditional Arts, and
Estrella del Norte Vineyard.
After the FAM Tour was completed and a majority of farm/agritourism sites
Questionnaire had been visited, and after a thorough review of relevant research, a
questionnaire was developed. The questionnaire was developed by GCCE
and J. McEntire llc between July and September, 2012. A test version of the
questionnaire was distributed in September by e-mail to ten persons
representing producers, markets, and support organizations; eight
responded. Feedback from the test respondents led to a few corrections
and adjustments to the questionnaire.
The final questionnaire was open for responses from October 6 to
November 20. The questionnaire was “advertised” through email blasts,
announcements at meetings, and at farmers markets and during visits to
sites. The questionnaire was made available through the online survey
service, SurveyMonkey.
Limitations of the questionnaire include that it was only available in
English and only online.

5. RESULTS: INTEREST IN AGRITOURISM
41 Questions The questionnaire included 41 questions addressing a wide range of topics
including:
• Growers’ interest in agritourism as an added revenue stream;
• Diversity of experiences (products)currently available in the region;
• Readiness of agritourism sites to receive tourists;
• Current marketing activities of agritourism ventures;
• Existing knowledge about, understanding of agritourism issues;
• Existing technical support available for agritourism entrepreneurs;
• Gaps in technical assistance and/or skills to support agritourism;
• Relevant topics and information for an agritourism training.
160 We received responses from 160 people. Of these respondents:
Respondents 63 = “I am a farmer/rancher and/or I produce goods with agricultural
products.”
19 = “I work for a market venue, farmers' market, restaurant, winery, CSA,
Co-op, other.”
78 = “I work with an agency or organization that supports farmers and
food businesses, or I'm an individual supporter.”
Of these Farmer/Rancher/Producer group,
33 currently offer 33 currently offer agritourism activities, while
agritourism activities 22 more would like to offer agritourism on
on their site. their farm or ranch. Only 9 are not planning
on engaging in agritourism.
Additionally, there is strong interest in learning more about how to grow
agritourism success:
Would you be interested in learning more
about marketing activities that attract more
visitors to your agricultural site or market
venue?
Yes
No
Not sure

6. RESULTS: PRODUCT OFFERINGS
47 Growers, The wide array of experiences for tourists range from outdoor enjoyment to
17 Market community engagement to traditional culture. A sampling includes:
Venues • Explore progressive orchard practices
Described Their • See radical sustainability and subsistence horticulture
“Claim to Fame” • Tour a cattle ranch
• Visit American buffalo and Himalayan Yak herds
• Volunteer at “farm for food bank”
• Purchase heritage poultry, feather crafts
• View 500 varieties of iris
• Discover 85 historic fig tree types
• Walk in sunflower fields
• Eat fresh chile at festivals
• Join planting parties in the spring
• Taste a wide variety of unique fruit
• Milk a goat
• Grind blue corn
• Canning and jam making
• Community acequia activities
• Rent a casita on a farm
• Eat authentic traditional Pueblo food
• Feel community cheer at Farmers Markets
What types of products do you grow and sell?
Vegetables
Fruit
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Grains, seeds or legumes
Honey, other bee products
(*"#$%
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Dairy products (8%)
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Nuts (6%)
Wine or Beer crops (5%)

7. RESULTS: PRODUCT OFFERINGS
What types of farm or agricultural experiences do you currently offer?
Check all that apply.
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Farmers and growers’ sites vary in their readiness to
READINESS, host visitors. Best practices in agritourism suggest
CAPACITY TO that regular opening hours and clear and visible
HOST VISITORS signage are essential for success. Unfortunately,
agritourism is a seasonal business, farmers are
subject to weather, seasons, and the resulting
available experiences (u-pick, garden tours, etc.)
How often is Respondents varied in their regularity of opening
your business
dates/hours: 53 are open “Varies by month or
open for visitor
season”, 23 are open 2-7 days per week, and 23 are
activities?
open only for special events.
Number of As we strive for market competitiveness, agritourism sites across the region
farmer/grower will do well to collaborate and organize so we can collectively provide a
agritourism diverse and accessible array of products. Additionally, we need to engage
sites offering outdoor tour operators more effectively as their hunting, fishing, and birding
the following: operations compliment the current seasonality of experiences we offer.
Wheelchair accessibility
Signage on site (Way-finding / parking)
Language spoken - other than English
External signage directing visitors to your location
Picnic tables or resting area with benches
Restroom for public use
Visitor Parking spaces
Drinking water
0 5 10 15 20 25 30

8. RESULTS: MARKETING ACTIVITIES
Growth Currently, the majority of agritourism visitors in the region stem from locales
Opportunities within our region. This likely reflects the fact that the majority of farmers/
growers/producers market themselves through local farmers markets. Thus,
advertising and marketing campaigns that target visitors from outside the
region will likely increase the number of tourists visiting our sites from
neighboring states as well as origins beyond the southwest.
Advertising in southwest region food and wine publications, development of
google and facebook ads, and implementation of a geomapping-based
application or website is essential to reach beyond our current market to tourists
passionate about food and farms, authentic experiences, and regional cultures.
Where do you sell your agricultural products? Check one or more.
Farmers Market
Local Stores
Local Restaurants or Pubs
Wholesale
Online - my own website
Farm stand / Onsite Gift Shop
Other people's websites
Nursery
Local Lodging
Wineries
Where do you think most of your customers come from?
Our local community
New Mexico
Surrounding states (CO, AZ, TX, UT)
USA
International

9. RESULTS: MARKETING ACTIVITIES
A noticeable opportunity for our agritourism marketing is the current lack of use
of Facebook and Google ads. Only 3% of respondents use these low-cost,
highly targeted ad tools. Yet the marketing budgets of sites indicates these
tools are likely their best “bang for their buck.”
How do most people find out about your business?
Facebook Ads
Google Ads
Newsletters
Newspaper
Our website
Listings of tourism events, sites, activities
Social Media (Facebook, Twitter, etc)
Word of mouth
0 10 20 30 40 50 60 70 80 90 100
Approximately how much money do you spend each MONTH marketing your
products and services?
$250-$750
Over $750
$50-$250
Less than $50
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0%
Approximately how much time do you spend each MONTH marketing
your products and services?
31+ hours
16-30 hours
6-15 hours
0-5 hours
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%

10. RESULTS: GAPS IN TECHNICAL ASSISTANCE
Taxes and Managing a successful agritourism endeavor requires extensive knowledge
Zoning of both the marketing and product side of the business, as well as the
mundane aspects related to taxes, regulations, and zoning. Additionally,
we have been told in interviews with agritourism operators that zoning
challenges have made sales channels such as farmstands illegal in certain
counties, and tax codes for retail sales of products or classes (GRT applies)
vary as compared to fees for produce sales (no tax).
Operators need to be both aware and accountable to these regulations.
Additionally, as a collective, we need to stay abreast of these challenging
topics --like changes in county zoning laws -- that impede the development
of a robust local food and agricultural sector so we can collectively
advocate for sensible policies that support our communities and heritage.
Human nature being what it is, respondents declared the least knowledge
and the least interest in issues related to taxes and zoning. Our trainings
will cover these topics despite their relative lack of appeal.
In relation to having people visit agritourism sites (farms, farmstands, markets), how knowledgeable are
you about the following topics?
Taxes on visitor-related activity
Sanitation codes Very knowledgeable
Permits Knowledgeable
Zoning codes A little knowledge
Insurance
Building codes No knowledge
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What types of technical assistance would you be interested in?
45
40
35
30
25
20
15
10
5
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Marketing and sales Website and social Coaching on Site preparation, Accounting and Zoning / regulatory
assistance media planning and developing signage, customer bookkeeping information
development agritourism for my readiness assistance
site

11. RESULTS: TECHNICAL ASSISTANCE NEEDS
How interested are you in receiving the following services from an agritourism support organization?
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Not interested at all
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%!" Very interested
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Collaborating with Support in reaching Assistance in using Support in improving Assistance in using
other farmers, market more customers from technology to reach our branding and technology to
venues, and food outside New Mexico more customers sales operations improve our business
producers efficiency
The below chart shows the relative lack of technical assistance for farmers
working to diversify their income streams. This indicates a need for further
training and support for agritourism entrepreneurs. While a wide range of
support organizations offer assistance to agritourism operators, the key areas
that seem to be overlooked are in research, financing ventures, and diversifying
income.
GCCE will provide agritourism entrepreneurship trainings to address these gaps.
What types of services do you provide to support local growers and producers?
Networking opportunities
Events that feature local food, products, and beverages
Media, marketing, or publications
Classes or tours that feature local food, products
Marketing and technical assistance
Policy advocacy and development
Preservation of agricultural resources
Business development training for growers/producers
Youth development for future farmers/producers
Research
Options to diversify income stream
Financing
0 5 10 15 20 25 30

12. ANALYSIS AND SUMMARY
Agritourism is an expanding value-added market for agricultural producers.
As New Mexico offers a wide variety of experiences, and as our unique culture
and heritage delight visitors, this market is a clear fit for our state.
However, several barriers stand between us and our potential success:
Barriers • We currently lack sufficient statewide support to increase our
competitiveness against other states’ initiatives in this market
• Local regulations fail to take into account agritourism needs and
opportunities and squash our competitiveness in this market
• Our region’s marketing approach is scattered and fails to leverage new,
low-cost technologies
• Advertising needs to be targeted to culture/heritage travelers in print,
online, and through social media
• Farmers and producers are not collaborating to collectively build a
diverse and seasonality-immune product offering
• more diverse products are currently not recognized or engaged in the
agritourism community - horseback riding and hunting tour companies
as an example
• Our support organizations tend to duplicate one another’s efforts
• Farmers and producers need to develop a more sophisticated
understanding of regulations and taxes that affect their potential success
• Our farm and producer sites lack signage.
Over the next 12 months GCCE will work to provide
training and technical assistance that builds farmer/
producer capacity and knowledge related to the
above issues. Toward this ends we will:
1.) Build a Core Mentors Group with outstanding
agritourism entrepreneurs providing support and
advise to emerging agritourism entrepreneurs;
2.) Offer trainings to farmers/growers/support
organizations in Agritourism Entrepreneurship in
Albuquerque, Española, and Taos;
3.) Advocate for increased statewide leadership on
regulations and policies that affect agritourism, and
follow best practices of states across the nation.
Survey Team Alice Loy, PhD, and Selena Marroquin, Global Center for Cultural Entrepreneurship
Ann Simon and Tiffany Terry, Mid-Region Council of Governments
Bernadette Miera, Bernalillo County Cultural Services
Joanne McEntire, J. McEntire LLC
Contact: Alice@culturalentrepreneur.org

13. Appendices
Agritourism Sites Visited
Fred and Ruby’s Orchard La Chiripada Winery
Talpa Gardens Española Farmers Market
Los Poblanos Estrella del Norte Vineyard
San Felipe Farmers Market South Valley Growers Market
Chimayó Weavers El Bosque Garlic Farm
Pena Blanca Sunflowers Dixon Studio Tour
Bernalillo Farmers Market Casa Rondeña Winery
Black Mesa Winery Cerro Vista Farm
Molland Gardens Romero's Orchards
Abiquiu Studio Tour Purple Adobe Lavender Farm
Mesilla Valley Corn Maze Montoya Orchard
Mer Girl Gardens Nob Hill Growers' Market
ABQ Downtown Market New Mexico Farm and Ranch Heritage Museum
Armijo Farmers Market Organic Farmers Conference
Blue Corn Guys Don Quixote Distillery & Winery
Taos Arts School The Feasting Place
Los Lunas Farmers Market Los Ranchos
Santa Fe Farmers Market Uptown Farmers Market
Gutierrez-Hubbell House Matt Romero Farms
Vivac Winery New Mexico Acequia Association
New Mexico Wine Growers Association Taos Cooking Studio
Sostenga Gaia Garden
Centinela Traditional Arts

14. List of Organizations Supporting Agritourism in our Region
• Albuquerque Convention and Visitors Bureau
• Albuquerque Downtown Growers Market
• Bountiful Conservation
• Central Colorado Foodshed Assoc
• Chamber of Commerces
• Delicious New Mexico
• Edible Santa Fe
• El Chante
• Farm to Table
• Grower's Market South Valley Economic Development Center
• Hubbell House
• Il Piatto restaurant
• La Boca/Taberna restaurant
• La Montanita Coop
• Las Cruces Convention and Visitors Bureau
• LGBTQ Resource Center
• Los Alamos Farmers' markets
• Los Poblanos Noticias
• Master Gardeners
• Mixing Bowl New Mexico
• Mid Region Council of Governments (MRCOG)
• Native Plant Society
• New Mexico Farmers Market Association Pueblo of Pojoaque
• New Mexico Green Chamber of Commerce
• New Mexico State University Ag extension
• Open Space Visitors Center
• Raza Graduate Student Association
• Santa Fe Farmer's Market
• Shabeta's Healing Garden and Healing Center
• Sierra Co Farmers Market
• SLV Local Foods Coalition
• Taos Farmers Market
• The Bountiful Alliance
• The Mixing Bowl
• University of New Mexico Sustainability Program
• Village of Los Ranchos