Waste, water, and energy benchmarking and conservation opportunities for Minn...
Connecting Agriculture & Tourism
1. 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
3. Strengthening tourism through
education and research
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
4. Strengthening tourism through
education and research
BRIDGE BUILDING………….
The agri-tourism
culture
Travel trends
The agri-tourism
product
d
6. Strengthening tourism through
education and research
TERMINOLOGY MATTERS
“Agritourism”
“Agri-Tourism”
g
“Nature-based tourism”
“Agri-tainment”
Agri-tainment
“AgriCultural Heritage”
“Alternative Enterprise”
7. Strengthening tourism through
education and research
Agri-Tourism
AGRICULTURE TOURISM
Production Marketing
Export Import
Tangible good Intangible service
12. Strengthening tourism through
education and research
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
13. Strengthening tourism through
education and research
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 ,
14. Strengthening tourism through
education and research
TRAVEL SAFETY INDEX
Safety: increasing importance in travel
f y g p
decisions
Child safety—Agri-Tourism
15. Strengthening tourism through
education and research
2006 U.S. SUMMER TRAVEL
Activities:
VFR (41%)
Beach (38%)
Rural areas (27%)
Parks (20%)
History (20%)
---TIA,
---TIA 2006
16. Strengthening tourism through
education and research
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
17. Strengthening tourism through
education and research
41 MILLION VISITORS (STATE)
Metro (45%) 18.45 million
North Central/West (21%) 8.61 “
Southern (19%) 7.79 “
Northeast (16%) 6.56 “
18. Strengthening tourism through
education and research
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%
19. Strengthening tourism through
education and research
WHO IS YOUR TARGET MARKET?
Ag. professionals
Families w/young
y g
children
Grandparents w/
grand children
Active seniors
New groups?
20. Strengthening tourism through
education and research
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
21. Strengthening tourism through
education and research
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
22. Strengthening tourism through
education and research
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%)
23. Strengthening tourism through
education and research
HALLOWEEN-THEMES
Avg. attendance: 4.6
d
persons
Avg.
Avg planned spending:
$15.70 p/p
Distance:
81% < 50 miles
Stay: Afternoon (76%)
Day
D (20%)
24. Strengthening tourism through
education and research
HISTORICAL FARM
Avg. attendance: 4.0
d
persons
Avg.
Avg planned spending:
$32.80 p/p
Distance:
(63%) < 50 miles
Stay: Afternoon (48%)
Day
D (43%)
25. Strengthening tourism through
education and research
“FISHING HOLE”
Avg. attendance: 4.3
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%)
26. Strengthening tourism through
education and research
AG. PRODUCT PURCHASE
90
80
70
60
50 Fruits/Veg.
40 Hort.
30 Meat/Dairy
20 Spec. Meat
10
0
Interest Same (%) More (%)
(%)
27. Strengthening tourism through
education and research
INFORMATION SOURCES
Internet 67%
Paid ads. 65%
Family/friends 64%
Brochures 58%
Chamber of Commerce 41%
29. Strengthening tourism through
education and research
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
31. Strengthening tourism through
education and research
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
32. Strengthening tourism through
education and research
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
33. Strengthening tourism through
education and research
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
34. Strengthening tourism through
education and research
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
35. Strengthening tourism through
education and research
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
36. Strengthening tourism through
education and research
IMPLICATIONS (TOURISM)
Can you provide…….
id
- A quality product?
- A consistent level of
service?
- A fair price?
- An enjoyable &
educational
experience?
38. Strengthening tourism through
education and research
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
39. Strengthening tourism through
education and research
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