Agritourism in Colorado: The Visitors, the Economics and the Opportunities

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Agritourism in Colorado: The Visitors, the Economics and the Opportunities Photo: Tammy Mattics Photo: Randy Mills Photo: Pat Martin Photo: Joel Boymel
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Title: Agritourism in Colorado: The Visitors, the Economics and the Opportunities 1 Agritourism in Colorado The Visitors, the Economics and the Opportunities Photo Tammy Mattics Photo Randy Mills Photo Pat Martin Photo Joel Boymel
  • Dawn Thilmany Martha Sullins
  • Colorado State University Extension
  • Department of Ag Resource Economics
  • March 2007
  • 2 Growing Agritourism in Colorado
  • Understanding the landscape
  • Producer inventory, 2005 Colorado Dept of Agriculture
  • Agritourism directory on-line, 2007 Colorado Dept of Agriculture
  • Producer inventory, 2007 Colorado Dept of Agriculture CSU
  • Photo Nat Coalson 3 Growing Agritourism in Colorado
  • Understanding Colorados agritourists
  • Consumer survey, 2007 Colorado Dept of Agriculture CSU
  • Photo Karen Seim 4 Growing Agritourism in Colorado
  • Supporting businesses communities
  • 3 producer workshops (Steamboat, Akron)
  • 2 scheduled workshops (La Junta, Cortez, Delta)
  • Numerous community outreach presentations
  • 4 fact sheets and more to come for tech. asst.
  • Photo Mary Erlenborn 5 In Colorado, agritourism includes
  • Outdoor recreation (fishing, hunting, wildlife photography, horseback riding).
  • Educational experiences (farm and cannery tours, cooking classes, wine tasting, cattle drives, farm work).
  • Entertainment (harvest festivals, corn mazes).
  • Hospitality services (farm and ranch stays, guided tours, outfitter services).
  • On-farm direct sales (u-pick operations, roadside stands).
  • Off-the-farm direct sales (farmers markets, county and state fairs, special events).
  • Photo Jim Deeds Photo Tina Beedy Photo Carol Lauer Photo Susan Hickel 6 Why is agritourism important?
  • The travel and tourism industry has become increasingly important in the Intermountain West
  • 90 of total employment in some counties is in the industry
  • A total of 106 Western rural counties had more than 1,000 travel and tourism jobs in 2000
  • Ag income diversification
  • 10.1 million in recreational services in 2002
  • Moffat had highest recreational income at 1.3 million (63 of total farm income)
  • Tourism as Ag Industry Education/Promotion Tool!!
  • Source Federal Reserve Bank of Kansas City, Economic Review, 2003 USDA Census of Ag., 2002. 7 Targeting traveler segments
  • Cluster visitors by like characteristics
  • Planning
  • Mode of travel
  • Activities chosen
  • Expenditures, etc.
  • Easier to develop cohesive marketing strategies than for average traveler
  • We can define them
  • .target those with greatest potential
  • ..and create recommendations
  • 8 Agritourism visitors by cluster Out-of-State Activity Seekers 97 out of state 970,000/year Spend 228/day Mostly unplanned Family Ag Adventurers 76 out of state 4.5 million/year 153/day plan for agritourism travel long distances Loyal CO Enthusiasts 62 in-state 3.6 million/year 110/day diverse agritourism activities return often Visitorship based on estimates of 13.1 million agritourists visiting Colorado in 2006. 9 Agritourism visitors by cluster In-State Explorers 62 in-state 3.9 million/year 132/day least interested in agritourism but culinary events may be key Accidental Tourists 65 out of state 424,000/year 87/day no leisure planning 10 Economic contribution
  • Overall, 13.2 million visitors engaged in some agritourism in 2006
  • Total contribution to economy estimated at 2.2 billion with 1.26 billion in direct activity
  • 1.7 billion from out of state ? bigger impact
  • 14 of total tourism by CTO estimates
  • 14,665 in direct
  • employment (7 of tourism)
  • Will these numbers be
  • maintained or grow
  • in 2007 and beyond?
  • Photo Spencer George 11 Looking ahead to Partnerships networks Of 398 in-state 500 out-of-state travelers. Multiple responses given 54 used 1 information source 18 used 2 sources 11 used 3 different ones. 12 Looking ahead to Community-level considerations Ave. satisfaction w/activities1.58 (scale 1-5) less satisfaction w/some infrastructure No. times mentioned across all respondents 13 Planning forProducer concerns Source 2007 Producer Survey, Colorado Dept. of Agriculture. N91 14 Challenges
  • Shifting visitors from unplanned to planned agritourism
  • Increases expenditures at local level
  • Rounding out trips 87 of all travelers were satisfied with their visits
  • But 13 would have liked more agritourism and other activities to round out their trip would have paid for it
  • Creating impression that Colorado is a good value trip for them, especially those with large expense to travel
  • Especially those for whom CO is a big, planned expense on leisure
  • Improving tourism infrastructure for agritourism
  • Tying more on-farm ranch activities to food-oriented events
  • Directional signage to make travelers more aware directed
  • Interpretative signage for those wanting an educational experience
  • 15 Partnerships to Address Challenges
  • Colorado Tourism Office
  • Expand information and promotion through these popular planning resources
  • Colorado Department of Agriculture
  • Directories, MarketMaker
  • Other Partnerships
  • USDA Rural Development programs, Division of Wildlife, County Ag Boards and Economic Development agencies
  • 16 www.coloradoagritourism.com For Consumers 17 Colorado Farm Fresh
  • 24th Edition
  • New! Agritourism Activities
  • Over 100 farms that sell direct to public
  • 90,000 copies distributed statewide
  • 18 New Resource for Promotion
  • Market Maker is a free tool to
  • Help Consumers find Producers
  • Help Producers Promote their Operations and Products
  • Assess the food and agriculture of an area Providing an inventory and great networking resource
  • 19 Search Example
  • Can zoom into or out of an area.
  • Leverages databases and directories
  • 20 (No Transcript) 21 (No Transcript) 22 Promotion Possibilities
  • MarketMaker is coming to Colorado!!
  • Collaboration of CDA and CSU Extension
  • We will add the agritourism directory
  • Important to get everyones information
  • Develop your Web presence now
  • Other Features
  • Buyers/sellers forum
  • More search capabilities
  • 23 More Details 24 Who are Colorados agritourists?
  • The Average Traveler to Colorado agritourism in 2005-06
  • 57 out-of-state (AZ, NM or UT), varies by region
  • 37 had incomes over 75,000/year while only 12 earned under 30,000/year
  • 46 years old and 73 married
  • 20 parents w/children under 6 while 22 have kids 6 years old
  • 15 are retired couples 28 are younger couples, no kids
  • 15 are singles
  • 90 identified themselves as White (7 of these Hispanic)
  • How does this affect your marketing strategies??
  • Corresponds to other surveys on general heritage traveler characteristics
  • 25 Resources
  • Fact sheets at http//dare.agsci.colostate.edu/csu agecon/extension/pubstools.htm
  • Of Wine and Wildlife Assessing Market Potential for Colorado Agritourism
  • Colorados Agritourists Who are the Adventurers, the Seekers and the Explorers?
  • Agritourism in Colorado A Closer Look at Regional Trends
  • Web site
  • www.coloradoagritourism.com
  • 26 What are travelers spending?     Total expenditures () Total expenditures () Total expenditures per day () Total expenditures per day ()     Mean SD Mean SD Out-of-state 887.36 1332.09 157.01 207.53 In-state 391.25 708.88 113.61 153.00           Total 676.06 1136.05 138.61 187.29 Significantly different at a 95 confidence level.
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