with Agritourism 



Michael Sciabarrasi 



W^hen evaluating the feasibility of alternative 

 agritourism enterprises, you need to answer 

 several fundamental questions How will the 

 enterprise fit in my current operation? What special 

 skills are needed? Will government regulations restrict 

 my options? What market strategies work? Will the en- 

 terprise make money? 



Whether or not the enterprise fits your current opera- 

 tion depends on your personal goals and objectives and 

 your available resources. You need to consider not only 

 if the activity will be a financial success, but also if the 

 enterprise is fun. Your desire and willingness to educate 

 and entertain visitors are essential. 



PERSONAL SKILLS 



A successful agritourism enterprise means a steady flow 

 of visitors who anticipate enjoying the "experience" of 

 visiting your operation and expect to be treated well. 

 There will be times when a large group of visitors is 

 scattered throughout your operation, a critical piece of 

 greenhouse equipment fails, and an animal has gotten 

 loose from your petting-zoo. Your patience and ability to 

 handle minor crises will be tested. You must be able to 

 calmly deal with the roaming visitors, capture the loose 

 animal, and arrange for equipment repair while keeping 

 a smile. 



Communication skills and patience are essential when 

 dealing with the public. You, or the person in contact 

 with the visitors, must be able to speak clearly and con- 

 cisely, handle difficult questions and challenges, and 

 "entertain" visitors. If you appear preoccupied or in a 

 rush, the visitors won't feel they're getting their money's 

 worth and may not return. 



REGULATIONS 



It is critical to be aware of regulations pertaining to 

 agritourism enterprises. Local, state, and federal govern- 

 ment concerns include restrooms, septic systems, drink- 

 ing water, commercial kitchens, signage, zoning permits, 

 employees, and room and meals tax. Of particular note. 



be aware that agritourism enterprises, such as a retail 

 store or petting zoo, may require a variance from the lo- 

 cal zoning board of adjustment. If you plan to process 

 and handle food products, be certain to contact the 

 State Department of Public Health Services. 



It's not always clear which agency or local government 

 is responsible for individual regulatory issues. Begin 

 your search for information by contacting familiar local/ 

 state agencies and educational organizations, such as 

 UNH Cooperative Extension. 



MARKETING 



Location plays a key role in marketing. Is your operation 

 near a city or another tourist attraction? Are you within a 

 few miles of a major roadway? Accessibility of your en- 

 terprise and proximity to other attractions help to draw 

 visitors. A poor location may be difficult to overcome. 



Aesthetics is critical to success. Your operation must 

 be clean, well organized, and free of odors. You will 

 have to get to those minor repairs and general cleanup 

 and paint jobs which are often treated as low priority. 



Promotional strategies for your agritourism enterprise 

 should include brochures and newspaper advertising. 

 These two techniques tend to be more effective than di- 

 rect mailing. If it's within your budget, advertising on ra- 

 dio and in regional magazines can also be effective. 



Unless your enterprise is exactly like another, you will 

 more than likely benefit from cooperation on a local 

 level. The more places tourists can visit, the more they 

 will come to an area. Competition in the tourist industry 

 comes from other regions which are trying to attract visi- 

 tors, not from your local community. 



Lastly, a substantial portion of a business' sales are 

 repeat customers. To keep people coming back, you 

 may need to change or add new features to your enter- 

 prise. Keep an updated mailing list of customers to in- 

 form them of upcoming activities or special events. 



FINANCIAL MANAGEMENT 



Prior to starting an agritourism enterprise, you need to 



lUNE *■ lULV 1996 



2S 



