Connecting Agriculture & Tourism

Strengthening tourism through education and research

Building Bridges: Connecting A i lt & T iAgriculture & Tourism

K t G t fKent GustafsonUniversity of Minnesota Tourism Center

February 5,2007



LINKAGE

A set of activities that h l li koccur when people link

travel with the products servicesproducts, services, and experiences of agricultureagriculture


BRIDGE BUILDING…………. The agri-tourism

culture

Travel trends

The agri-tourism dproduct



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 TRENDSh i / l Shorter trips/closer to

home/later bookings Add pleasure travel to Add pleasure travel to

business travel Expansion of group travel

(ages/packages) Use of internet for travel

planning & bookingplanning & booking Impact of health/wellness

on travel


2006 TRAVEL PRICE INDEXU 1 9% (N b 2005 N b 2006) Up 1.9% (November, 2005-November, 2006)Gas prices increase 4%L d i “ 4%Lodging “ 4%Airfares decrease 2%Food/beverage increase 3%Food/beverage increase 3%

---TIA/USDL, 2006 Minnesota vacation costs up 2% ($230 p/day for 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 pdecisions

Child safety—Agri-Tourism


2006 U.S. SUMMER TRAVEL

Activities: VFR (41%)Beach (38%)Rural areas (27%) Parks (20%)Parks (20%) History (20%)

---TIA 2006---TIA, 2006


MINNESOTA TOURISM Minnesota

Gross sales: $10 236 722 814

Martin CountyGross sales:

$10,236,722,814 $24,599,277

State sales tax:$628,408,194

State sales tax:$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) A g age: 47 P rpose of trip: Avg. age: 47 Medium Income: $73,600 Mn. Residents: 42%

Purpose of trip:Vacation: 42%Personal: 32%

Avg. party size: 2.6 Avg.# nights: 3.3 % w/children <18: 27%

Business: 19%Conference: 9%

Activities: % w/children 18: 27% Lodging:

Paid: 71%Unpaid: 12%

Activities:General: 80%Shopping: 41%VFR: 41%Unpaid: 12%

Day trip: 18%VFR: 41%Events: 26%Recreation: 29%


WHO IS YOUR TARGET MARKET? Ag. professionals Families w/youngy g

children Grandparents w/ Grandparents w/

grand children Active seniors New groups?


MARKETING ASSISTANCEL l Ch b f C (F i Local Chambers of Commerce (Fairmont, Sherburn, Trimont)F i C i d Vi i B Fairmont Convention and Visitors Bureauwww.fairmontcvb.com

Southern Minnesota Tourism Associationwww.exploresouthernminnesota.com

Explore Minnesota Tourismwww.exploreminnesota.comwww.exploreminnesota.com


MARKET RESEARCHHow many consumers in

the Twin Cities metropolitan areametropolitan area would be interested in visiting anvisiting an agriculturally based tourist activity?

--U. of M., 2002


CORN MAZE/PETTING FARM Avg. attendance: 4.7

personsA l d Avg. planned spending: $9.90 p/p

Di t Distance:62% < 50 milesS Stay:Afternoon (66%)


HALLOWEEN-THEMESd Avg. attendance: 4.6

persons Avg planned spending: Avg. planned spending:

$15.70 p/p Distance: 81% < 50 miles Stay: Afternoon (76%)

D (20%)Day (20%)


HISTORICAL FARMd Avg. attendance: 4.0

persons Avg planned spending: Avg. planned spending:

$32.80 p/p Distance:

(63%) < 50 miles Stay: Afternoon (48%)

D (43%)Day (43%)


“FISHING HOLE” A tt d 4 3 Avg. attendance: 4.3 persons

Avg. planned spending: $71.80 p/p

Distance: < 50 miles: 34%< 50 miles: 34%100-200 : 30%

Stay: Weekend (40%)Afternoon (26%)Day (23%)


AG. PRODUCT PURCHASE90

60708090

30405060

Fruits/Veg.Hort.Meat/Dairy

102030 Meat/Dairy

Spec. Meat

0Interest

(%)Same (%) More (%)


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


THE AGRI-TOURISM PRODUCT


THE THREE RIVERS WINE TRAIL 6 wineries/75+ miles/6 6 wineries/75+ miles/6

counties/3 rivers

Cooperative marketingp 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

fcrafts persons Studio tours, art

di l d ldisplays and sales 10 cities, 4 counties

2 d 2 dayswww.artsmeander.com


2005 ART MEANDERT l t 3 7 A l Travel party: 3.7

No. of sites visited: 3.9 Likelihood of return:

Average personal expenditures:

Art products: $ 70.51e ood o etu :73.6% (very)15.7% (somewhat)

D i i t tt d

Lodging: 30.77Transportation: 24.45Sh i 19 70 Decision to attend:

F/R: 43.8%Brochure 27.0%

Shopping: 19.70Food/beverage: 16.91Recreation: 12.96

Prev. attend. 22.5% Non-resident status: 49.7%

Grocery: 4.87$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” 6 routes currently identified 217 local destinations currently

identified 4 basic criteria:

U l l d & l

Green Travelers- Authentic travel experiences- Local products for purchase- Support local culture &

- Uses local products; & employs local people

- Uses energy efficient appliances & reduces use on non-renewable energy

attractions- Want personal contact w/local

residents- Clear information & mapsenergy

- Uses sustainably produced products- Engages visitors through active

participation in nature, people, hi t lt

- Clear information & maps- Guided and/or self-guided tours- Nature-based interests- Plan trip within 1 month based

history, culturewww.greenroutes.org

Renewing the Countryside

upon a variety of sources


IMPLICATIONS (AG.)I t f Importance of:- a personal profile- a business plana bus ess p a- a pricing policy- a competitor

analysis- a risk management plan- a marketing strategya marketing strategy


IMPLICATIONS (TOURISM)id Can you provide…….

- A quality product?A consistent level of- A consistent level of service?

- A fair price?A fair price?- An enjoyable & educational experience?



BRIDGING Assessing the agri-tourism inventory Applying agri-tourism criteriapp y g g Packaging the experience with the other agri-

tourism products in the areatourism products in the area Placing the product on the radar screen of

tourism marketing organizationstourism marketing organizations


CONTACT INFORMATIONKent Gustafson

University of Minnesota Tourism Centery120 Biosystems – 1390 Eckles Avenue

St Paul Minnesota 55108St. Paul, Minnesota 55108(612)625-8274

[email protected]

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Connecting Agriculture & Tourism