Tourism Development Through Public-Private Partnerships – The Alabama Agri-Tourism Trail Southern Community Development Educators May 19, 2004 Tampa, FL

Alabama Agri-Tourism Partnership Partners:  Alabama Bureau of Tourism and Travel  Alabama Cooperative Extension System  Alabama Department of Agriculture and Industries  Alabama Farmers Federation Established: Established: June 2003

Purpose:  Short term – develop and market existing agri-tourism attractions through the Alabama Agri-Tourism Trail  Long term – develop a series of workshops, seminars and publications to assist farmers and entrepreneurs in the development of future agri-tourism attractions.

Agri-Tourism “a commercial enterprise at any agricultural operation, including horticultural and agribusiness, conducted for the enjoyment of visitors that generates supplemental tourism income for the owner.”

Activities & Attractions  Farm tours  Bed & Breakfasts  Roadside stands & markets  U-pick operations  On-farm sales  Festivals or fairs  Agriculture related crafts/gifts  Guided crop tours  Garden/nursery tours  Winery tours  Historical agricultural exhibits  Exotic animal farm  Farm visits & stays  Mazes (corn, hay)  Holiday visits/tours  Hay rides  Barn dances  Petting zoo  Photography/painting  Camping & picnicking  Habitat improvement projects  Bird watching  Wildlife viewing  Hunting dog training & competition  Trap & skeet shooting  Fee fishing  Fee hunting  Farm skills/ farm work

Product of the Partnership  Assessment of existing agri-tourism attractions in Alabama.  Comprehensive inventory that is updated periodically.  High quality advertisements (print and web) to promote a single web site to allow tourists to identify agri-tourism attractions that are currently available to travelers.  Web site that will identify, by category and location, agri-tourism attractions. Key will be keeping the site up-to-date.  Marketing of Agri-Tourism Trail, including links with Partners’ web sites – links should be prominently featured in each of these web sites.  Development of a series of workshops, seminars and publications to assist farmers and entrepreneurs in the development of future agri-tourism attractions.  Certification of attractions on the Alabama Agri-Tourism Trail.

Alabama Bureau of Tourism and Travel Consult in the development of the assessment process. Assist in the development of the comprehensive inventory. Consult in the development of the web site and approve the final site prior to launching the site. Development of advertisement (print and web) to promote the web site Market the Agri-Tourism Trail – promotion of web site in “Alabama Travel Guide,” etc.

Dept of Ag & Industries Consult in the development of the assessment process. Assist in the development of the comprehensive inventory. Consult in the development of the web site and approve the final site prior to launching the site. Market the Agri-Tourism Trail – promotion of web site in Department publications, etc.

Alabama Farmers Federation Consult in the development of the assessment process. Assist in the development of the comprehensive inventory. Consult in the development of the web site and approve the final site prior to launching the site. Market the Agri-Tourism Trail – promotion of web site in agency publications, etc.

Alabama Cooperative Extension System Development of a comprehensive state-wide agri-tourism inventory. Periodic updating of inventory. Development of web site with close coordination with the other Partners. Maintenance of web site with periodic contact of all listed attractions to ascertain the validity of all entries. Market the Agri-Tourism Trail – promotion of web site in Extension publications, etc.

Marketing Strategy Very limited marketing resources. Rely upon existing in-house personnel. Utilize agency/organizational web sites. Use in-house publications. Emphasize direct contact with clients and stakeholders.

Marketing Strategy Phase I ○ Web site will initially be marketed toward potential attractions (farmers, entrepreneurs, agri-businesses, etc.) encouraging them to list their attractions as components of the Alabama Agri-Tourism Trail. ○ Require a critical mass of attractions by both categories and geographic areas to have a viable trail to market to tourists.

Marketing Strategy Phase II ○ Web site will be marketed to travelers once the comprehensive agri-tourism inventory has been established. ○ Travelers will have additional opportunities to experience the heritage and culture of the local area. ○ Communities will have additional attractions to include in their marketing mix and increase their tourism revenues.

Marketing Strategy Design Compatibility Each agency/organization will have the autonomy to market the web site as they desire. Intent is to use graphic advertisements that are compatible with the web site. o ACES designed the web site o ACES also developed a series of four graphic ads of varying sizes in both color and grayscale that have the look of the web site. o Sizes vary from business card size to 8 1/2 “ x 11”

Marketing Examples

Marketing Examples

Marketing Examples

Marketing Examples

Marketing Examples

Marketing Examples

Marketing Examples

Marketing Examples

Marketing Examples

Marketing Examples

Desired Results of Partnership Added revenues for farmers and agri-businesses. Increased attractions for small communities – develop critical mass of attractions.

Strengths of Partnership Shared goals and vision. Each partner is a strong, state-wide organization. Each has a significant role/niche. Each has made substantial contributions. Strong group ownership – lack of egos. Informal, flexible organizational structure.

Weaknesses of Partnership Limited funding for the program. Lack of comprehensive inventory. All participation is voluntary. Active involvement is limited to a few individuals in each organization. Current activities focused on existing attractions. Quality control of listed attractions. Keeping web site current.

Future Projects Expanding listings. Expand marketing efforts. Continued development of web site. Workshops and seminars – develop future agri-tourism attractions. Publications – address critical issues (liability, marketing). Explore certification program. Develop a Regional Trail (??).

States with Agri-Tourism Web Sites Wisconsinvisitdairyland.com Californiacalatour.org Illinois agritourism.uiuc.edu Vermontvtfarms.org North Carolinancagr.com/NCproducts/indes.htm Tennesseepicktnproducts.org/tourism/index.htm Kentucky (west)thinkwestkentucky.com AlabamaAlabamaAgriTourism.com