Agri-tainment: A New Crop for Farmers

Abstract

Agricultural tourism has allowed farmers to reach new consumers, cultivate new revenue streams, educate the public regarding their work, and to preserve their way of life. Today, many farmers are going beyond the traditional hayride or pick-your-own orchards to include attractions and amusements. They have transformed the category, even prompting a new name, agri-tainment (agricultural entertainment). In the process, the family farm has become a destination itself. The rationale behind their development along with the consumer interest in experiencing such tourism venues is discussed.

Keywords:

• Agri-tainment
• agricultural tourism
• farm tourism
• agricultural marketing

Cordelia and Walter, along with their four children, were family farmers in California. They cultivated their crops and suffered the ups-and-downs of living off the land. Over time, they found ways to enhance their farm operations and to augment their family income. First, they started processing their crops into a line of jams/jellies and pies and selling them directly to consumers. Next, they added home-cooked meals to the mix, chicken dinners to be exact. Over time, theme buildings were developed as more and more consumers visited the farm seeking their high-quality products and services. This farming family kept a keen eye open for new “crops.” Today, Cordelia and Walter's family farm has evolved into Knott's Berry Farm, a collection of themed- and water-parks, restaurants, baked goods, jams/jellies, and other items (see www.knotts.com for a more complete overview of this firm). (It is interesting to note the JM Smucker Company bought the Food Products Division from ConAgra in summer 2008. Further, the amusement park now operates as part of the Cedar Fair entertainment family.)

Increasingly, more and more farmers are following the lead of the Knott family and embracing “agricultural tourism” or “agri-tainment” as a means to supplement conventional farming income. Traditional attractions such hayrides, pumpkin patches, and pick-your-own fruits and vegetables have been augmented with batting cages, bakeries, restaurants, miniature golf, homemade ice cream, and other offerings. Some states, such as Pennsylvania, North Carolina, Hawaii, and California are helping farmers make the transition to agri-tainment by providing grants, low-interest loans, consumer brochures, Web sites (such as Pennsylvania's VisitPA.com), and other resources ( Travel Weekly, 2002; Evans, 2003; Davis, 2004; Hamilton, 2005; Perlman, 2005).

The purpose of this manuscript is to evaluate the growing use (and popularity of) agri-tainment as a means for farmers to diversify risk, reach new groups of consumers, educate fellow citizens, even to preserve a way-of-life. First, the concept of agri-tainment is defined and its diversity is established. Second, the diversity of target consumers for such tourism sites is explored. Third, farm interest in agri-tainment is reviewed. Fourth, the underlying consumer interest in this type of tourism activity is examined. Next, some of the operational challenges of agri-tainment are advanced. Finally, the future of this tourism segment is discussed.

AN OVERVIEW OF AGRI-TAINMENT

Understanding the Category

A variety of terms have been used to describe the desire of farmers to expand their farm operations beyond their core function: growing or cultivating tangible goods to be sold in the marketplace. The term “agricultural tourism” (or, agri-tourism) is often used to describe early efforts by farmers to develop such items as pick-your-own fruits and vegetables, petting zoos, and hay rides. Barbieri (2004) notes that agricultural tourism has existed since the first cities where built; in essence, urban dwellers have long sought the recreation and change in scenery provided in rural areas (where farming has traditionally been done). Dude ranches (early agricultural tourism) started hosting people in the mid 1800s (Blevins, 2003).

Agri-tainment (i.e., agricultural entertainment) represents an extension of these efforts to include new offerings such as children's play areas, children's discovery farms, and destination mazes. In some instances, these new offerings represent the majority of farm income, possibly 100% of total. Wineries are no longer simply wine-producing facilities, but destinations themselves (Blevins, 2003). Alcala (2000) notes farmers are increasingly seeking a “less tangible harvest of smiles and memories.”

European farmers long ago embraced agri-tainment. For example, Italian and French wineries have encouraged people to stomp grapes or learn fine cooking at the winery. American farmers may simply be trying to follow this successful and global trend (Blevins, 2003). European governments spent over $2 billion during the 1990s helping farmers to embrace agri-tainment, seeking to preserve the rustic rural experience including efforts to modernize barns for accommodations (i.e., sleeping quarters) (Saunders, 1998). The Taiwanese government began targeting areas for agricultural tourism development in the late 1980s (Tzu-Ching, 1989).

Globally competitive agricultural markets, as well as growing farm efficiency, encroaching development, and seasonal droughts have motivated farmers to seek new methods or raising revenue to sustain their operations. In fact, farm extensions may allow farmers simply to stay on their land and to preserve a way of life (Blevins, 2003). New agri-tainment offerings added by entrepreneurial farmers seeking to make up for lost farming revenue include (but are not limited to):

• Mazes;

• Cooking classes;

• Greenhouses;

• Picnicking tents;

• Controlled burn assistance;

• Cattle roping;

• Carnival rides;

• Farm-themed children's play areas;

• Stocked-pond fishing;

• Horse riding; and

• Haunted forests.

Other offerings will likely be developed as farmers seek new ways to provide value-added experiences for the consuming public. A list of example agri-tainment venues is provided in Table 1. The reader should note all venues have a Web page to assist in their marketing efforts. As farming has increasing gone high tech, so to have the tourism marketing efforts in the agricultural sector.

TABLE 1 Example Agri-tainment Venues

Name	Location	Description	Miscellaneous
Johnson's Corner Farm johnsonsfarm.com	Medford, NJ	Farm store, bakery, country kitchen, ice cream, greenhouses, petting zoo, picnic tents, and hayrides.	Farm is located in the suburbs of a major metropolitan area (Philadelphia, PA).
Weaver's Orchards weaversorchard.com	Robeson Township, PA	Pick-your-own orchards, corn maze, crafts, entertainment, farm animals, hay tunnel, and others.	Geographic area offers a cluster of agri-tainment Options.
Paul Bunyun Land: The Old Farm thisoldfarm.net	Brainerd, MN	“stand alone” town of farm equipment and collectables, general store, sweet shop, Old-West saloon, 35 buildings in all.	35-acre facility open for more than 25 years.
Huber's Orchard and Winery huberwinery.com	Starlight, IN	Petting zoo, farm equipment, fishing ponds, winery, brandy distillery, ice cream shop, cheese shop, and others.	Assisted in the development of the Indiana Uplands Wine Trail to collectively promote regional wineries
Brown's Berry Patch brownsberrypatch.com	Waterport, NY	Pick-your-own berries, ice cream, BarnYard Adventures (children's play area), and others.	50% of income from agri-tainment; popular for birthday parties; hosts a classic car cruise in weekly during summer
Davis Farmland davisfarmland.com	Sterling, MA	Farm animals, play area, corn maze, water spray park, sleepovers, and others.	Largest private sanctuary of endangered livestock in North America
Linvilla Orchards linvilla.com	Media, PA	Pick-your-own fruits and vegetables, catch-your-own fish, cut-your-own Christmas trees, and others.	Hosts a series of food-themed festivals featuring costumed characters.
Boone Hall Plantation boonehallplantation.com	Mt. Pleasant, SC	Pick your own fruits and vegetables, artifacts, mystery dinner theater. Boone Hall hosts such events as BBQ contests, Scottish Games and Highlands Gathering, and the world's largest oyster roast.	One of America's oldest working, living plantations. Crops have been grown continuously for more than 320 years.
Source: Original.

It must be noted here that agri-tainment may be viewed as an extension of Consumer Experience Tourism, a topic profiled in the food industry previously here in the Journal of Food Products Marketing (see Mitchell & Mitchell, 2000). In essence, visitors are seeking to interact with a product category (say, apples) more so than a specific brand (say, Mott's Applesauce or Seneca Apple Juice).

The Size of the Category

Just how large is the agricultural tourism segment? Over 62 million people visited U.S. farms in 2001 (the last year such a figure was available) and that figure has increased steadily over time (Hamilton, 2005). Revenues for nature and agricultural tourism increased 30% per year from 1997–2004 (Davis, 2004). In 2006, 13.2 million Coloradoans and visitors participated and the direct economic impact was 1.26 billion dollars (Kretschman, 2008). Annual revenues from agri-tourism range from $20 million in Vermont (up 86% between 2000–2002 (Perlman, 2005)) to $200 million in New York (a state with a large number of wineries clustered around its Finger Lakes region). Agri-tourism revenues in Hawaii rose 30% for the period 2000–2003 (Hamilton, 2005) and Veeck, Che, & Veeck (2006) report 7.5% of all Michigan farms derive some income from Agri-tourism. Following the terrorism attacks of September 11, 2001, rural destinations in driving distance for families have increased in popularity; higher gas prices have also contributed to this phenomenon (Olson, 2006). Agri-tainment venues have benefited from this shift in travel patterns (Davis, 2004). One half of North Carolina farmers surveyed reported an increase in farm visitations the past year (Perlman, 2005).

DIVERSITY OF TARGET MARKETS SERVED

Agri-tainment venues have long been field trip options for schools, churches, and scouting groups (Burns, 2002). Children receive exposure to a venue and share that experience at home. Parents may then leverage that child's exposure to a venue into a family outing knowing the experience will be pleasing to the child (as they recommended it themselves at home).

Still other target markets are (or, can be) served by agri-tainment venues. The creation of regional “wine trails” allows the targeting of adults (who often travel with their children) (Davis, 2004). Corn mazes can be an effective for corporate training and team-building exercises (Oleck & McNatt 1998). Hawaiian agri-tainment options (such as Macadamia nut growers, coffee processors, pineapple plantations) are particularly appealing to conference attendees who can explore the islands during their free time (Wentzel, 2002). Outdoorsman may simply request permission to hunt, fish, or trap on a farmer's land.

FARM INTEREST IN AGRI-TAINMENT

The desire of farmers to embrace agri-tainment is often driven by financial need. Like all businesspeople, farmers assume risk. They invest in a product (e.g., a crop) and hope to sell the item at favorable market prices. The dynamic interaction of supply and demand ultimately determines the market clearing price. Shortages and surpluses influence current prices and future production. The farm (hopefully) produces income for current and future spending. Steady income provides additional benefits for farmers, such as allowing a farmer to stay on the land, preserving a way of life, teaching others about their unique way of life, keeping a culture in tact, even keeping a family homestead in tact (Tims, 2001; Cataldo, 2002; Blevins, 2003; Barbieri, 2004; Hamilton, 2005). Still, other motivations drive farmers to consider agri-taiment as a new “crop” for their farm.

Further Processing Means Value Added

The sellers of commodities know it is often difficult to distinguish one offering from the next, resulting in price competition. One way to distinguish your offering is to further process inputs. A differentiated product can typically command a higher market price. Many farmers follow this model. Agri-tainment may give buyers a reason to visit the farm complex. The payoff, however, often comes when consumers buy the further processed products (such as cider, jellies, ice cream) with their added value and higher price points (Burns, 2002). For food producers, the paradigm can be thought of as (Saunders, 1998):

1. Offer a taste of something good to eat (entertainment);

2. Showcase the production process (entertainment);

3. Offer the product for sale (again, entertainment); and

4. Collect direct customer feedback (planned for future entertainment options).

Altering Market Mechanics

Bringing buyers to the farm to buy direct often allows for higher prices. Further, transportation costs are reduced or eliminated (Alcala, 2000). The development of pick-your-own fruit and vegetable fields allows farmers to address the constant challenge of labor shortages at harvest time. Much like some retailers encourage self-scanning check-out kiosks, farmers are simply allowing consumers to self-harvest (and realize a higher profit than wholesaling or on/off farm sales (Ernst, 2003). Wineries also can benefit by eliminating distribution costs as well as middleman markups (Blevins, 2003).

Spreading a Philosophy of Business

Some farmers relish the opportunity provided by agri-tainment to spread a philosophy of business, such as organic farming or dairy operations (Cataldo, 2002; Davis, 2004). It has also been suggested the agri-tainment allows farmers to preserve green space in a community (Perlman, 2005). It may be argued that preserving the farm life for others to see is akin to spreading a philosophy of business (i.e., the farming philosophy or business paradigm).

Community Service

Some farmers relish the opportunity to “give back” to society by showcasing their way of life and providing educational and entertainment options for families and school children (Burns, 2002). Other farmers like to showcase farm collectibles and vintage farm equipment (Cataldo, 2002).

UNDERLYING CONSUMER INTEREST IN AGRI-TAINMENT

As noted earlier, city-dwellers have long been interested in escaping the city in favor of more remote destinations. This would suggest the rural destination to be of value in and of itself. Though often thought of as rural tourism options, agri-tainment attractions do just as well in urban areas as rural areas, thus lessening the commute for urban dwellers to get “down on the farm” (Barbieri, 2004). And, urban consumers are often more willing to pay higher prices for Agri-tainment attractions (Burns, 2002). While the desire to experience a more rural environment is an important buyer motivation, it would be simplistic to assume it to be the sole motive. Other motivations are outlined in the sections that follow.

Seeking a Connection to the Past

The efficiency of modern farming lowers the number of farm employees needed in the agricultural sector to produce the nation's food supply. Machines have replaced human hands. This has led to a detachment from the farming lifestyle (Saunders, 1998). The desire to explore the nation's agricultural roots contributes greatly to the growing popularity of agri-tainment. Many parents use agri-tainment to teach children about farming's link to the food supply, debunking the view that food or milk simply come from a carton (Perlman, 2005). Noted one u-pick farmer, “… you're not selling fresh produce, you're selling a farm experience, you're selling nostalgia” (Alcala, 2000).

It is suggested here the detachment of a significant portion of the population from farming is akin to the parallel separation from the manufacturing process that has contributed to the growth in Consumer Experience Tourism (i.e., company plant tours, company visitor centers, company museums) (see Mitchell Orwig, 2002). The shift to a service economy takes individuals out of the factories. This removes people spatially and culturally from the manufacturing sector providing less contact and little first-hand knowledge of industrial work. The plant tour creates a novel and nostalgic view of industrial work, which in turn feeds tourist interest in manufacturing processes (see Harris, 1989; Prentice, 1993). The parallel: people left the farms and now seek to satisfy their curiosity of the farm life experience.

Older citizens may relish the experience of “returning to their roots.” Rudd and Davis (1998) identify the industrial revolution as a defining event in American history as the economy shifted its relative emphasis from agriculture and small-scale production to large-scale production. As a result, fewer people were engaged in farming. Many Baby Boomers, for example, never lived in a rural setting (unlike their parents). Agri-tainment often provides a vicarious experience of the rural life (Alcala, 2000). Recently, Oklahoma and Kansas have combined efforts to encourage international travelers to come work on a farm rather than a western dude ranch to experience the Old West culture (Perlman, 2005).

Richards (1996) notes the industrial revolution created an era where the transition from modern to obsolete occurs more rapidly. As such, products of older technology (with planting and harvesting often taken for granted as “old technology”) are considered cultural and historical artifacts creating feelings of nostalgia among society. Many Baby Boomers have not lived on the farm. Again, the farm can satisfy their desire for nostalgia.

Involvement with the Product Category

Brand managers seek to address consumer needs at three levels: functional (providing solutions to consumer problems); symbolic (providing satisfaction of psychological desires); and experiential (providing sensory pleasure, variety, and cognitive stimulation) (Park, Jaworski, & MacInnis, 1986). Agri-tainment can strengthen the bond between consumers and selected farm products (i.e., wines, cheeses, etc.) by providing a visual presentation of the product, production process, history, and historical significance. Such a bond may be viewed as an increased level of personal involvement with the category (say, apples) and (assumedly) translates into more frequent purchases in the product category itself.

Cognitive involvement reflects a consumer's interest in thinking (or learning more) about a product (Park & Young, 1986). Agri-tainment may increase the consumer's level of cognitive involvement by stimulating thinking about the brand (say, a brand of wine) and its production processes. Further, the positive word-of-mouth communication stimulated by satisfied visitors may be deemed more credible than other paid forms of promotion.

Extending One's Self-Concept

The addition of hand-made merchandise is a very common way of extending the product offering at agri-tainment venues. A consumer's preference for a handcrafted work over something that is mass produced may be related to our own desire to extend our self-concept by possessing the item (e.g., be able to show others that we have authentic lambs wool sweater made on a farm, or making jam from strawberries picked at a u-pick-it facility) (see Belk, 1988). In other words, those who are drawn to agri-tainment activities may seek to better understand and embrace the lifestyle, history, and processes of the respective agri-tainment venue in addition to their desire to showcase that newfound understanding.

Special Item: Corn Mazes

The development of a corn maze is a particularly interesting item. Here, visitors attempt to work their way through a maze cut into a corn (or sorgum) field. It is suggested video games help feed interest in such venues (Oleck & McNatt, 1998). Firms such as M&M Mars, Bristol-Myers Squibb, and Toys R Us use corn mazes for corporate team building exercises (Oleck & McNatt, 1998). One Oregon farmer carved a five-acre corn maze in the shape of the state (Tims, 2001). Recently, an 18.5-acre corn maze in Iowa was used to promote the 2006 Special Olympics National Games with a construction of a maze shaped like the symbol of the parent organization (Krug, 2005).

OPERATIONAL CHALLENGES FOR AGRI-TAINMENT PROVIDERS

Many farmers never imagined they would be part of the entertainment industry with their family farm much like a theater venue. Crops such as corn and pumpkins are often simply theater props used to provide entertainment for guests as a haunted corn maze or you-pick-it pumpkin patch (Blevins, 2003). Tourism introduces some new operational issues to farmers, such as public comfort facilities (i.e., rest rooms), insurance, marketing, and others (Davis, 2004).

Weather

Historically, farmers have had to monitor the weather for its influence on crops. For example, a single hailstorm can effectively destroy a pumpkin patch (Blevins, 2003). But, if that pumpkin patch is a key attraction, the farmer loses the ability to host subsequent guests that season. The weather's impact on visitor traffic must also be considered. A rainy weekend may keep visitors away from a corn maze or pumpkin patch. Most attractions do not offer significant inside attractions and thus cannot replace the lost demand from inclement weather. And, walking and parking areas can become muddied and discourage visitors as well.

Guest Comfort

Much like many manufacturing facilities that were not built to accommodate large numbers of visitors, the typically family farm was not originally designed with weekday or weekend visitors in mind. For instance, shaded areas must be provided for guests. Restrooms must be available. Parking must be accessible and close. Such considerations do not arise when simply cultivating crops for sale.

Insurance and Regulations

Increasingly, farmers must deal with the questions of both availability and cost of liability insurance as they seek to welcome large numbers of visitors to their farms. Liability insurance remains a chief obstacle to many farmers expanding into agri-tainment. Policy prices can run from $600 for a few visitors to approximately $10,000. Few agencies are willing to write such policies for fear of accidents. In one instance, fire destroyed a cornfield and 30 vehicles in 2000 as a hot engine ignited the dried corn stalks (Jarboe, 2004).

Some states are reacting as they see the growth potential in agri-tainment. Kansas, for instance, now allows farmers to take a tax credit against their cost of liability insurance. Nearly 200 agri-tainment providers have registered with the state's department of commerce and its agri-tainment initiative (Perlman, 2005).

Safety and Sanitation

Farmers must be cognizant of visitor safety, including protecting children from possible abduction or even inappropriate contact by farm employees. Play areas must meet current regulations, such as the presence of a cushioned fall areas. One small child died after falling from a hayride and was crushed by the cart. Another child was killed in a haunted forest when a 1,200 pound hay bail became dislodged and crushed him. The most common insurance claims by agri-tainment providers have been animal bites, falls from machinery, ride, or attractions. One consultant suggests operators pay special attention to three areas: animals (risk of e coli and bites), ladders (pick-your-own farms), and transport vehicles (such as tractors for hayrides) (see Viewpoint, 2005).

The invisible threats must also be considered. For instance, an e coli outbreak in Pennsylvania was traced to a petting zoo (Jarboe, 2004). Operators must find ways to provide access to the farm environment in a safe manner, such as keeping visitors a comfortable distance away from livestock or farm equipment (Ernst, 2003). Also, issues related to the Americans with Disabilities Act (ADA) must be addressed (Barbieri, 2004).

Employees

Guests expect a working farm to be well organized and clean, maybe even immaculate. This expectation means more employees are needed to maintain the grounds, thus increasing labor costs (Saunders, 1998). Also, an increasing number of visitors require more customer contact personnel (Blevins 2003). Further, farm workers long viewed as production employees must be sensitive to their new roles as customer-contact specialists.

Taxes and Zoning Issues

The transition from a sleepy family farm to a successful agri-tainment destination may draw attention from local government. For example, some counties are electing to reclassify farm property as retail businesses and increase the tax rates on the farmer. Conversely, other farmers have found their land to be zoned for agricultural purposes and not retail, thus precluding the development of a store or bakery (Perlman, 2005).

LOOKING TO THE FUTURE

The development of agri-tainment venues allow farmers to achieve some important outcomes, including developing new revenue streams, reaching new target markets, ensuring their ability to stay on their land, preserving their culture, educating consumers about their vocation and its impact on us all, and others. It is reasonable to expect the number of farmers engaged in agri-tainment to increase in coming years. And, it is reasonable to expect that yet-to-be determined attractions will be added to both existing and yet-to-be developed venues. Cognizant of this fact, expect agricultural officials (at both the state and federal) to take a more active roll in supporting the development of gri-taiment venues and clusters of venues in the future (see Veeck et. al., 2006 and Wang, 2008 for such calls to action).

States must recognize and develop tourism in their distinct agricultural areas. Examples could include citrus trails in Florida or potato trails in Idaho. Such efforts could mirror those of wine-producing states such as New York or Virginia to develop their wine trails. North Carolina has effectively developed the Tobacco Trail. These integrated efforts can increase the number of visitors available to all participants in the cluster. Simply put, an interested wine consumer may be more likely to travel to the Finger Lakes of New York or the Charlottesville area of Virginia given the concentration of wineries than merely the opportunity to visit stand-alone wineries scattered about.

The issue of resources must be addressed. Farmers are encouraged to work with their state departments of agriculture to transform their thinking regarding their operations. Agri-tainment must be positioned as an active outcome (i.e., tourism created by agriculture) rather than a passive outcome (i.e., agriculture that creates some resulting tourism activity). Doing so will help the industry to tap into the energies and resources available from their respective state offices for Tourism and Economic Development. States, as well as local government, can play a critical role in assisting in the promotion of such venues. Historically, government has worked to develop new markets for farmers. This is an opportunity to do the same thing with respect to this new and developing portion of the farmer's product portfolio.

Finally, farmers are encouraged to embrace their role as entertainers and educators and not simply as producers of agricultural products. As discussed here, today's agri-tainment venues can appeal to a variety of target markets. The search for knowledge or understanding of “how things work” creates an opportunity to showcase the essential items our bodies need to survive … our foods. Capitalizing on this curiosity as well as the sense of nostalgia created by showing the growing and processing of our food staples can simultaneously satisfy the needs of farmers and the consumers of their products. Imagine if Cordelia and Walter Knott had never made the transition from farmers to agri-tainment providers. No flaky boysenberry pies or sweet preserves. No juicy and tender chicken dinners. No amusement parks. No way!