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Agricultural TourismUnique Niches - Agritourism in Britain and New England
Section 6: RecommendationsAgritourism Activities to Consider The following recommendations are made with regard to maximizing some of the agritourism opportunities described in this report. 1. Complete the zoning revision process that will allow Farm B&Bs to exist in A-60 zoning in Marin County. Also complete farm stands zoning revisions. Outcome: will make farm diversification more feasible. 2. Organize and hold at least one direct marketing workshop including agritourism in West Marin; hold a second workshop for Sonoma County entrepreneurs. Outcome: will make "how to" information on different types of farm direct marketing available as well as facilitating participant interaction and ideas exchange. Encourage niche marketing tied to agritourism experience: farm walks, farm chores and activities, birding or wildlife watching on the farm; biking from farm to farm. 3. Develop an agritourism marketing brochure and accompanying website for a variety of organizations, producers and their products, accommodations, events, and places in Marin. Tie K- 12 education into this site by coordinating with Marin County Office of Education sites for teachers, and link with Visitors Bureau website. Outcome: will develop Marin as a destination for a range of agricultural related activities for recreation and education and encourage a diversity of groups to work together cooperatively. Note: There are many types of "farm trails" marketing and promotional programs. They can be as simple as the Cayuga County Finger Lakes Region Farm Trails and Rural Heritage Map, published by the local Cooperative Extension office and Tourist Board, which lists farm attractions by farmers wishing to be in the promotional brochure. Alternatively, they can be more complex, such as the Sonoma County Farm Trails organization. Founded in 1972, this organization is a 96 member driven organization with an office, professional staff and board of directors. 4. Encourage Point Reyes National Seashore staff to incorporate more farming information into educational aspects of their visitor services. For example, instructions on travel to the park using public transportation, and staying in a local accommodation or on a farm could be included. Outcome: Park incorporates important historical and cultural aspects of its surroundings and builds cooperative bridges with agricultural community. 5. Ensure that agritourism is represented on the countywide tourism advisory committee and that more coordination is developed between all aspects of the tourism market in Marin. Include a Farms section in next Marin Visitors Magazine. Outcome: Farming and ranching as an important and viable lifestyle will be incorporated into the range of activities and offerings for visitors. 6. Fund a multi-year farming diversification project to continue efforts begun at the Agriculture Summit in 1997. Outcome: Marin agriculture will continue to grow stronger as it becomes more diverse. Implications for Sonoma County Within its 1,600 square miles, Sonoma County is blessed with prime agricultural soils for growing everything from world class wine to fruits, berries and specialty vegetables. From farmers' markets to the consumer direct Farm Trails organization, and the highly successful Select Sonoma County agricultural marketing program, this county provides successful organizational models that have been adapted nationwide. During the Sonoma County Agriculture Summit held in February, 1996, farm and winery representatives continued to cite the need to revise zoning ordinances in agricultural districts to allow agriculturists greater freedom and ability to make a living, to diversify their operations, and to provide more tourist based services and goods. This lead the county to begin revising the ordinances which address food service, retail sales, and special events. The agricultural industry is diversifying, as vintners and farmers search for new ways to promote their products and boost their incomes from tourism (Appel, 1997). The Sonoma County Economic Vitality Partnership selected tourism and agriculture as two of the most important economic development sectors in the county at its conference held in October, 1997, and is working to coordinate these two industries with the development of an agricultural marketer clearinghouse. A strategic plan for tourism is also being developed. This plan will result in an organizational blueprint for uniting the county's tourism agencies, and will show how tourism can be maximized in the county and the region at large. Generally, Sonoma County is mature in its development of tourist accommodations and activities related to farming or winemaking. Opportunities do exist for other farm sectors that have been slow to incorporate tourism for new farm income. Not all farming sectors in Sonoma can or desire to convert to grape growing. These farm sectors, mainly coastal dairy, livestock and apple farms and ranches, may benefit from workshops on this topic. Financial and Organizational Resources This was not a consultant based economic study but were observations gained from meeting and spending time with farmers who have chosen, primarily for financial or other lifestyle reasons, to diversify into some form of agritourism venture. The local community and its welfare should be the primary objective for development of any kind of agritourism or marketing activities with the goal of ensuring that the area remains economically prosperous. Due to limited technical resources available to agriculture in Marin, I plan to apply to the Marin Community Foundation for a multi-year farm diversification grant to aid in further expansion and development of this area. Key to a successful project will be hiring a staff person or persons who can assist farms in planning and developing a farm venture. The project could include business start ups as well as new venture development on existing farm operations.
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