Mason and Smith Valleys Agricultural Tourism Assessment

Transcription

1 Mason and Smith Valleys Agricultural Tourism Assessment Photo credit: Deborah Arrighi December 2013 Prepared for Western Nevada College Carson City, Nevada

2 Mason and Smith Valleys Agricultural Tourism Assessment December 2013 Prepared for Western Nevada College Carson City, Nevada Dean Runyan Associates 833 SW 11th Avenue, Suite 920 Portland, Oregon FAX

3 Table of Contents Executive Summary... 3 I. Introduction... 5 Background... 5 Agricultural Tourism... 5 II. Market Assessment for Smith and Mason Valley... 7 Location and Setting... 7 Factors Affecting Demand... 8 Agricultural Crop Land in Mason and Smith Valleys... 9 Location and Population Factors Location Direct Impact of Travel for Lyon County, Nevada Tourism-Related Resources Community and Commercial Resources Natural Resources, Historic Sites and Recreation Areas Key Advantage III. Profile of Visitors to Northern Nevada Visitor Origin Primary Mode of Transportation Primary Purpose of Trip Duration of Trip Top Visitor Activities and Sites Nights by Type of Overnight Accommodation IV. Agritourism Market Trends Demographic Trends Agricultural Tourism in the USA Farm-to-Table Movement Regional Agritourism, California Nevada Agritourism P a g e

4 V. Comparable Farm Land Recreation and Events VI. Opportunities and Constraints Opportunities Constraints VII. Recommendations Product Development Marketing Appendix A: Nevada Commission On Tourism Regions Appendix B: List of Crops with Agritourism Potential Appendix C: References P a g e

5 Executive Summary Agritourism is growing nationwide as farm operators in many states offer activities as a way to diversify and increase their profits. Agritourism includes any income-generating activity conducted on a working farm or ranch for the enjoyment and education of visitors. Such an experience may include a wide array of farm and farm-related activities, including: Outdoor recreation (fishing, hunting, wildlife viewing, horseback riding) Educational experiences (tours, cooking classes, wine tasting, on-farm museums) Entertainment (harvest festivals, barn dances, hay rides/corn mazes, petting farm animals) Hospitality services (overnight farm or ranch stays, farm meals) On-farm direct sales ( pick-your-own operations, roadside stands, farmer s markets) In Nevada, current income from agritourism appears to be modest according to the reviewed USDA Agricultural Census data. In 2007, 38 Nevada farm and ranch businesses in 13 counties reported deriving income from agritourism and recreational services, contributing a total of nearly $800,000 in farm related income. Note that for farms reporting, the average amount of income generated from agritourism and recreational services was approximately $21,000 per year. Opportunities and Constraints Opportunities indicate strengths for agritourism development in the Mason and Smith Valleys, including. Established event. Taste of the Valley provides an existing opportunity to expand the regional agritourism market. Setting and scenic roads. The region provides an ideal setting for agritourism development. Additional visitor activities. The region features additional recreation activities that may extend visitor stays. Community service organizations. Community has an array of active service organizations to support event development. Market trends. The agritourism sector is in its early stages and shows significant growth potential. Community interest. Specialty Crop Institute (SCI) workshops have generated active interest from the community and among individual farmers. Regional support. Organizations such as the SCI and Nevada Commission on Tourism are ready to provide agritourism support. 3 P a g e

6 Constraints indicate challenges for developing agritourism in the Mason and Smiths Valleys, including: Tourism organization. There is no lead tourism development organization to coordinate development and marketing. Primary attractor. The area features no primary visitor attraction, facility, or activity. Crop diversification. Farm land is diversified across a number of crops, though the bulk of the acreage is in alfalfa and other feed crops. Existing agritourism. Few current agritourism operations in the region. Regulations and insurance requirements. These represent potential challenges for individual farmers depending on specific events and recreational activities. Recommendations Product development recommendations focus on efforts to develop activities and events that attract travelers to communities as well as hosting farmland operations, including: Agritourism events. Build on Taste of the Valley and consider other event opportunities. Agritourism focus. Ensure that events activities focus on agricultural heritage. Link with cultural-heritage. Combine regional cultural-heritage with agriculture themes. On-farm operations. Identify and assist interested individual farms. Scenic Road Farm Trails Program. Investigate an agricultural scenic highway effort. Other related tourism. Develop other regional recreation offerings as part of an agritourism stay. Marketing recommendations focus on a full array of message and media approaches from traditional print media to Internet-based social media, including: Community organization approach. Identify lead organization or cooperative approach to drive agritourism efforts. Northern Nevada agritourism promotion. Work with other communities to establish a cooperative Northern Nevada agritourism effort. Regional cooperative marketing. Cooperative promotion with NCOT territories and other regional partners. Individual internet marketing. Individual farms should establish web presence for agritourism operations. Social media opportunities. Use social media for low cost promotion. Visit agritourism events and destinations. Visit and learn from established successful western events and farms. 4 P a g e

7 I. Introduction Agriculture has been, and continues to function as, a primary component of the unique heritage and opportunities for the Mason and Smith Valleys. This Mason and Smith Valleys Agricultural Tourism Assessment provides a comprehensive overview and assessment of the potential opportunities for agriculturally-related tourism development to further enhance the economic vitality and preserve cultural heritage for local communities in the Mason and Smith Valleys. This report is provided as development guide and reference tool for those interested in developing the agritourism sector in the Mason and Smith Valleys. Background The Western Nevada College Specialty Crop Institute (SCI) was established in 2008 to teach alternative farming methods to diversify Nevada s farmland to those specialty crops most suitable for Nevada s high-desert climate. With increased consumer demand for locallygrown food, more extensive markets for table food crops have emerged. SCI combines classroom training with on-farm experiences, and instructors are industry experts selected on a local, regional, and national basis. This study is part of a broader effort to expand the original SCI program by working on a regional level to develop signature Nevada crops, train farmers to grow identified crops, to develop reliable wholesale and retail markets, to develop distribution networks, and to promote and increase awareness of Nevada agriculture and its economic and health benefits. Agricultural Tourism Agricultural tourism, also known as Agritourism, is a commercial enterprise at a working farm, ranch or agricultural plant conducted for the enjoyment or education of visitors, and that generates supplemental income for the owner. Agritourism is growing nationwide as farm operators in many states offer activities as a way to diversify and increase their profits. Agritourism includes any income-generating activity conducted on a working farm or ranch for the enjoyment and education of visitors. Such an experience may include a wide array of farm and farm-related activities, including: Outdoor recreation (fishing, hunting, wildlife viewing, horseback riding) Educational experiences (tours, cooking classes, wine tasting, on-farm museums) Entertainment (harvest festivals, barn dances, hay rides/corn mazes, petting farm animals) Hospitality services (overnight farm or ranch stays, farm meals) On-farm direct sales ( pick-your-own operations, roadside stands, farmer s markets) 5 P a g e

8 Agritourism can provide economic incentives to farmers to preserve agricultural land and related natural amenities, such as forests, streams, and wildlife, which may be particularly important for quality of life. Agritourism may also enhance the sense of place for local residents, giving them a reason to stay and invest in the local community. Specific objectives for this research include: Provide an overview of market conditions and potential growth trends pertaining to agricultural tourism and farm land recreation opportunities. Provide a document that can serve as a guide for further agritourism development efforts. 6 P a g e

9 II. Market Assessment for Smith and Mason Valley This chapter presents a profile of the Mason and Smith Valleys, including geographic location and setting, agricultural crop land, population and economic trends, tourism-related community and recreation resources, and a review of tourism related market trends. Community characteristics play an important role with respect to operating any type of visitor serving business. Characteristics such as proximity to a population of urban/suburban residents (those who could potentially travel), availability of lodging and other visitor facilities in the local communities, other recreational opportunities, as well as accessibility via transportation corridors, serve as important factors to consider with respect to the development of agricultural and tourism opportunities. Location and Setting Figure II-1 Mason and Smith Valleys within Surrounding Region Sparks Reno Lahontan Reservoir Fallon Storey 50 Silver Springs Lake Tahoe South Lake Tahoe Washoe Lake Carson City 395 Carson City NEVADA Dayton Douglas Minden Gardnerville Lyon Alkali Lake WMA Fort Churchill State Historic Park Yerington Paiute Tribe Colony Smith Valley 95A Walker River Mason Valley WMA Yerington Mason Walker River Indian Reservation Mineral Alpine CALIFORNIA Mason-Smith Valleys Walker Lake P a g e

10 The Mason and Smith Valleys are located in the high desert of western Nevada in a picturesque region of farms and ranches. At an elevation of 4,300 feet above sea level, the Smith and Mason Valleys run from north to south, and include drainages of the Walker River. The area consists of several rural communities with Yerington as the Lyon County seat and located in the Mason Valley and the small town of Wellington located within the Smith Valley. The region is approximately 65 miles from the Nevada State Capital of Carson City via Highway 50 and Alt. Highway 95; and 80 miles from the Reno/Tahoe area via Interstate-80 and Alt. Highway 95. This location provides easy access to the Reno/Tahoe/Carson City area as well as the high desert mountains, several large lakes, recreation and historic sites and significant public lands. In addition, the area is an easily accessible hub for many small communities in Lyon and the surrounding counties. Highway Alt. 95 is the primary access to the Mason and Smith Valleys and is considered a primary corridor for the majority of those traveling through the region. This locational aspect has helped preserve Yerington s small town atmosphere which is unencumbered by the mass commercial development characteristic of communities located adjacent to interstate and other primary travel routes. Yerington has maintained what is considered one of the most appealing and viable small town main street/downtown districts in Nevada. The region s geographic characteristics provide a striking entry into the Mason and Smith Valleys. Descending into the valley area from the surrounding high desert environment travelers are presented with a green oasis of farmland. Crops such as alfalfa, onions, lettuce, spinach, and garlic provide a picturesque background and an image of classic American small town life. Factors Affecting Demand Demand for agritourism and recreation in the Mason and Smith Valleys area will be influenced by a number of factors, some of which are amenable to local actions such as festival and event activities, as well as marketing efforts, and some of which are largely external. This section will describe the most significant factors. Particularly important market demand factors include: Population size and growth trends within the primary market areas Local economic conditions including agricultural production, lodging availability, travel spending, employment, and associated earnings Distance and travel times to primary population centers; some influence of fuel prices on willingness to travel Complementary recreation opportunities, public attractions, and food/lodging facilities within the local market area 8 P a g e

11 Agricultural Crop Land in Mason and Smith Valleys In both Mason and Smith Valleys, more than half of the cultivated land is planted in alfalfa. Other important crops are onions and corn in Mason Valley and pasture and grass in Smith Valley (see Table II-1). Some agricultural land is also fallowed. Other agricultural industries in Mason and Smith Valleys include cattle ranching, feedlots, and dairies. Table II-1 Planted Acres for Mason and Smith Valleys Crop Type Total Acres Percentage of Valley Mason Valley Alfalfa 25, Brush Corn 1,891 5 Dry grass Fallow 3,065 8 Forage crop Feed lot Grass Garlic Grapes 8 0 Grain Lettuce Onion 2, Oats Pasture 1, Turf Total 38, Smith Valley Alfalfa 11, Brush Fallow 3, Feed lot Grain Grass 1, Garlic Pasture 3, Total 20, Source: The University and DRI analysis of GIS, Bonnenfant et al Note: Acres planted vary from year, particularly the number of acres fallowed. 9 P a g e

12 Location and Population Factors Location The immediate area surrounding the Mason and Smith Valleys is characterized by small communities and rural areas. Population counts for specific regions surrounding Mason and Smith Valleys appear in Figure II-3, which shows that the local area population within 50 miles is over 200,000 people. Population within 100 miles still feasible for a day trip is much larger at nearly one million. This region includes both Reno and Sparks. A larger distance of 150 miles primarily suitable for overnight trips or side excursions of longer multi-day trips is associated with nearly 5.7 million people, bringing in the Greater Sacramento area. Extending further to include the San Francisco Bay Area, opens the market area up to over 14 million people. Figure II-2 Population Density by Travel Distance (miles) Mason/Smith Valleys POPULATION ,000 and over 25,000-50,000 10,000-25,000 under 10,000 POPULATION ESTIMATES 50 mi 212, mi 997, mi - 5,712, mi - 14,234,132 Source: Dean Runyan Associates; Census 2010 ZIP Code Tabulation Area (ZCTA) Population. 10 P a g e

13 Direct Impact of Travel for Lyon County, Nevada The travel industry is an important sector of the Lyon County economy. In 2012, travel spending by all travelers to and through Lyon County was approximately $84.6 million during the calendar year, which includes accommodation and food services, retail sales, recreation activities and gaming, food store purchases, and ground transportation (car rental and gasoline). In addition, travel spending in Lyon County directly supported over 800 jobs (full-and parttime positions) with earnings (both payroll and proprietor income) of approximately $23.8 million. Local and state tax revenues generated by travel spending were about $5.5 million in 2012 (excluding property taxes). The following table and chart summarize these travel impacts. Table II-2 Lyon County Direct Travel Trends, Tax Revenue Spending Earnings Employment ($Million) ($Million) ($Million) (Jobs) Local State Total 2003 $58.6 $ $1.2 $3.0 $ $63.6 $ $1.3 $3.2 $ $70.8 $ $1.4 $3.4 $ $79.5 $ $1.5 $3.8 $ $79.2 $ $1.5 $3.6 $ $78.2 $ $1.4 $3.5 $ $72.5 $ $1.4 $3.5 $ $85.6 $ $1.7 $4.0 $ $81.0 $ $1.7 $3.5 $ $84.6 $ $1.9 $3.6 $5.5 Annual Percentage Change % 2.4% 0.6% 7.7% 1.7% 3.7% % 3.9% 0.3% 4.9% 2.1% 2.9% 11 P a g e

14 Travel Spending ($Million) $90 $85 $80 $75 $70 $65 $60 $55 $50 Figure II-3 Lyon County Direct Travel Spending, ($Million) Tourism-Related Resources The following presents an inventory of tourism-related resources which offer opportunities for tourism-related development in the Smith and Mason Valleys. Community and Commercial Resources The Mason and Smith Valleys offer a range of community-based tourism and recreation resources. Given the size of the community and an incremental approach to tourism, these community-based resources do provide a sound infrastructure for further tourism development. Community tourism-related resources include: Yerington Theater for the Arts at the Jeanne Dini Center. Located in downtown Yerington, this landmark schoolhouse restored as a performing arts center offers an eclectic mix of performing, literary, and visual arts as well as meeting and classroom space, and two exhibition galleries. Lyon County Museum. Located on Main Street in Yerington, the museum includes an historic blacksmith shop, general store, one-room school house and natural history museum and a number of historic exhibits. 12 P a g e

15 Lyon County Fairgrounds. Includes annual fair and rodeo held in August. Facilities include a grandstand and rodeo grounds, horse stalls and parking area. Community festivals and events. A range of festivals and events are hosted by the community through the year including the notable Night in the Country, a popular regional Country and Western Music Festival held during July. Natural Resources, Historic Sites and Recreation Areas Visitors to the Mason and Smith Valleys have access to a significant amount of publicly managed land and recreation sites. Sites and activities accessible for travelers include: Mason Valley Wildlife Management Area (MVWMA): Just north of the town of Yerington, the MVWMA provides habitat for nesting and migrating for numerous species of raptors, songbirds, and waterfowl; as well as extensive ponds and sloughs that provide fish habitat. Fishing, hunting, and wildlife viewing are the primary public use activities. Visitors can also tour the Mason Valley Fish Hatchery, which is located within the boundaries of the management area; in addition, an interpretive nature trail that begins west of the fish hatchery provides access to a variety of habitats. Wilson Canyon and Walker River Corridor: On the West Fork of the Walker River, Wilson Canyon offers opportunities to camp, fish, hike, picnic, and ride off-highway vehicles. The canyon is a picturesque view shed with sandstone cliffs towering above the river. The Walker River is the most important water source for the MVWMA. Lahontan State Recreation Area: With 69 miles of shoreline, Lake Lahontan (reservoir) offers opportunities for fishing, boating, swimming, and water skiing, with areas for camping and picnicking, including modern restrooms, showers, tables, and grills, and boat launches. The park is open year-round, and can be accessed from several entrances off of U.S. 50, and an entrance off of U.S. 95A south of Silver Springs. The area attracts the largest concentration of wintering bald eagles in Nevada. Fort Churchill State Historic Park: Built in 1861 to provide protection for early settlers, the fort was soon to be abandoned, nine years later. Today, the adobe ruins that remain on the Fort Churchill grounds are preserved in a state of arrested decay. Facilities at the site include trails, a campground, picnic area, group use area and access to the Carson River. Visitors can enjoy hiking, historic and natural history education, camping, picnicking, photography and canoeing. The park is located along the Carson River, eight miles south of Silver Springs on U.S. 95A. Topaz Lake Recreation Area: Topaz Lake offers opportunities for boaters, water-skiers, campers, and fishermen. There are 15 RV campsites available with water and power 13 P a g e

16 hookups, 13 with water only, and an additional 42 dry campsites. The Recreation Area is located just off U.S. Highway 395 near the Nevada-California border. Overall, recreation opportunities include, but are not limited to, the following activities: Boating and fishing. Yerington provides easy access to the Mason Valley Wildlife Management Area (well-known for large-mouth bass, trout, and catfish), the Walker River, and a number of high desert lakes, including: Walker Lake, Lake Lahontan (reservoir), and Topaz Lake; additionally, Pyramid Lake and Lake Tahoe are located within a somewhat greater distance. The Walker River runs through the valleys and is boat-able; reportedly kayak and other paddle sport users have visited the site though in small numbers. Reported river flow data indicate that river can be a viable paddle sport destination from early summer though July and even into early August in average precipitation years. Camping. Camping opportunities are available at all lakes in the Mason Valley area as well as at other public recreation sites. Lyon County Fairgrounds do serve as a camping/rv location for events such as Night in the Country. Hunting and shooting sports. The Mason Valley Wildlife Management Area, and surrounding high desert habitat, offers a range of seasonal hunting opportunities. Big game hunting includes deer and antelope. Bird hunting includes duck, geese, chukar, dove and pheasant. The Mason Valley Hunt Club and Cottonwood Hunt Club serve as destinations for those interested in hunting geese, quail, chukar, and pheasants in a preserve environment. In addition, Walker River Resort, located in the Smith Valley, offers a sport shooting venue. Hiking. Recreation sites and other public lands provide many potential hiking opportunities, particularly for those interested in exploring the high desert environment. The nearby Wilson Canyon area in the Walker River corridor provides superb hiking and viewing opportunities. Rock climbing. The Wilson Canyon with its striking rock formations and geologic features adjacent to the Walker River can provide rock climbing opportunities. The area attracts limited numbers of climbers and remains relatively undiscovered. Off-road sports. The surrounding public lands, with many managed by the Bureau of Land Management, provide a vast number of off-road trails and areas for both two and f ourwheel ORVs. A small amount of mountain bicycling does occur, but the area remains undiscovered despite the potential for developing the off-road mountain bike market. Wildlife viewing. Yerington is centrally located to the one of greatest concentrations of lakes and wildlife habitat areas in western Nevada. The Mason Valley Wildlife Management Area includes numerous wet meadows and ponds, attracting ducks, geese, swan, songbirds and wading birds; while the deep-water habitat of the newly constructed North Pond reservoir is home to fish, osprey and pelicans. Additional birding opportunities are also available in the 14 P a g e

17 Wilson Canyon, Stillwater National Wildlife Refuge, Lake Lahontan Recreation Area, and Carson Lake and Pasture areas, attracting one of the largest concentrations of wintering Bald Eagles in Nevada. Rock hounding. The Mason and Smith Valleys and surrounding high desert mountains offer substantial rock-hounding opportunities. Mineral and semi gem stones include azurite, malachite, copper and iron pyrite, traces of turquoise, peacock ore and quartz, jasper, agate and calcite. Fossilized wood and the bones of prehistoric animals (mastodons, camels, rhinoceros) have been found in the Wilson Canyon area. Arrowheads, artifacts and petroglyphs have also been discovered. Historic ghost towns. Within a one-hour drive are Pine Grove, Ludwig and the Bluestone Mine. Virginia City, Bodie, California and other sites are accessible for day trips from Yerington. Other more remote sites in the area are accessible only by off-road vehicle. Key Advantage Estimated use levels for many of these activities are modest. The Mason and Smith Valleys and surrounding areas are as yet relatively undiscovered by participants in the various recreation activities. Niche marketing to those interested in these activities can use the "uncrowded" or "undiscovered" nature of the area to attract visitors interested in targeted activities. 15 P a g e

18 III. Profile of Visitors to Northern Nevada This profile of travelers to Northern Nevada, which includes the travel regions Reno/Tahoe, Pony Express Territory, and Silver Trails (see Appendix A for map) is based on data collected by TNS TravelsAmerica, one of the largest sources of data on domestic travelers in the US. Dean Runyan Associates maintains access to these data for purposes of research on public attractions and travel trends. For this project the subset of travelers to Nevada was extracted from the sample of all American travelers and analyzed with respect to this project s objectives. Total sample size for these findings is over 4,400 travelers. Visitor Origin Travelers to and within Northern Nevada represent a particularly important market for the Mason and Smith Valleys. About half of all visitors come from the state of California. Nevada residents who travel in Nevada represent about 12 percent of all visitors. Oregon, Washington, and Texas are among other states with a significant share of travelers to the northern Nevada Region. Figure III-1 Visitor Origin Top Visiting States California 50.2% Nevada 12.4% Oregon Washington Texas Idaho Arizona Florida 3.8% 3.0% 3.1% 2.2% 2.1% 2.1% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% Note: States with 2% or fewer visitors are not shown on the chart. Source: Dean Runyan Associates 16 P a g e

19 Primary Mode of Transportation Not surprisingly, most travelers in Nevada travel by personal or rented automobile, as illustrated Figure III-2. Essentially all travel to the Mason and Smith Valleys would be automobile, RV, or motorcycle. Accordingly parking availability and RV sites are very important. Figure III-2 Mode of Transportation Personal auto 65% Air travel Rented auto 20% 19% RV Group bus tour Motorcycle Train 4% 3% 2% 2% 0% 20% 40% 60% 80% Detail may total more than 100% due to multiple responses. Primary Purpose of Trip Travel for vacation/leisure is particularly common for travelers to and within Northern Nevada. See Figure III-3. In addition, somewhat over one-quarter travel for visiting friends and family, or other personal reasons. Gaming was identified as the primary reason for travel for 13 percent of all travelers. 17 P a g e

20 Figure III-3 Primary Purpose of Trip Vacation/Leisure 46% Friends and Family/Personal 30% Gaming as primary 13% Business/Conference 10% 0% 10% 20% 30% 40% 50% Duration of Trip Overnight trips are particularly common, as shown in Figure III-4. Approximately two-thirds of overnight trips included weekend stays. Trips for a weekend or day tend to have very focused itineraries. Figure III-4 Duration of Trip Day Trip 13% Overnight Trip 87% Included Weekend Stay 66% Weekdays Only 34% Note: Weekend stay included a friday and/or a saturday night in Nevada. Source: Dean Runyan Associates 18 P a g e

21 Top Visitor Activities and Sites Investigating the activities of visitors is valuable in that their choice of what they do while traveling is a primary indicator of their motivation and interests. Figure III-5 summarizes a number of activities for travelers to and within Northern Nevada. A number of the activities and type of sites visited are oriented to rural areas including, scenic drives, lakes/reservoirs, parks/recreation areas, museums, wildlife viewing, special events, and rivers. Gaming Scenic Drive Dining and Restaurants Live Performance Lakes/Reservoirs Parks/Recreation Areas Museums Wildlife Viewing Shopping-Arts & Crafts Special Events Rivers Figure III-5 Top Activities 17% 15% 12% 8% 7% 6% 5% 5% 23% 22% 39% 0% 10% 20% 30% 40% 50% Detail may total more than 100% due to multiple responses. Source: Dean Runyan Associates 19 P a g e

22 Nights by Type of Overnight Accommodation Overnight travelers to Northern Nevada most often stay in hotels/motels, with nearly half (47 percent) of lodging nights spent in casino hotels, while a much smaller portion of nights were spent at non-casino hotel/motels. Nearly one-quarter stayed overnight with friends and relatives. The remainder of lodging nights occurred in condo/time shares, campgrounds/rv parks, vacation homes, and various other miscellaneous sites, including parks or undeveloped campsites. Figure III-6 Nights by Type of Overnight Accommodation Casino hotel/motel Friends or relatives Non-casino hotel/motel Condo/time share Campgrounds/RV Park Vacation home or rental unit Other accommodations 9% 8% 5% 3% 5% 23% 47% 0% 20% 40% 60% Source: Dean Runyan Associates 20 P a g e

23 IV. Agritourism Market Trends This section reviews trends in the agritourism sector in the USA, the region, and within Nevada. This section begins with an overview of important interest and travel factors that influence not only agritourism, and most of which any individual region or destination has no effective influence. It should be noted however, that the information addressing this industry is reliant either on USDA data or via secondary information that indicates growth in the agritourism sector. Segment Primary Characteristics Interest/Geographic Categories for Agritourism Travel Markets Travelers Outdoor Recreation Enthusiasts Families and Special Events Food and Education Enthusiasts Organized School Groups Individuals and households visiting the area either overnight or for the day; often looking for recreation and informative and interesting attractions; demand can occur throughout the year but the emphasis for families is on the summer months; empty-nest and retired individuals often travel in the spring and fall Most often associated with opportunities to access private farm lands for fishing, hunting, horseback riding, wildlife viewing, and other outdoor recreation pursuits. In particular, bird watching and wildlife viewing offer opportunities for cross-marketing with food and education enthusiasts, though access and limited revenue potential present some challenges for farm lands owners Primarily middle-aged households; strong interests in education and recreation; farm land activities will often target children and youth, and include farm stands, pumpkin patches, corn mazes, hay rides, and harvest festival, and entertainment orientated activities. Ranches that offer horseback riding, and cowboy-themed activities are a special niche that appeals to many families. State and county fairs also offer wide appeal to this group of travelers. Primary focus on farm-to-table foods and beverages, including winery and brewery tours, farm tours, cooking, gardening, and craft making classes. These travelers are also interested in cultural heritage sites and events. They tend to be well-educated, travel often, and have higher than average household income. Visits as part of one-day field trips, sometimes for longer periods as part of educational programs; generally during spring and fall periods; not a strong source of revenue but a primary focus for education-oriented 21 P a g e

24 attractions; typically need structured, goal-oriented programming Geographic Categories Local Regional Out-of-State/ Foreign Households within the immediate area (50 miles, in effect the area associated with Mason and Smith Valleys and the surrounding rural areas), requiring about an hour or less of travel time; most likely to be day and repeat visitors Households within approximately two hours of Yerington (100 miles), with day trips possible for this group but some staying overnight; many visit to the area for more than one activity, combining a visit with friends and family with a recreation activity, historic site, or event, while shopping and dining out Travelers from out of the region, California, and other states, and some who are visiting the U.S. from a foreign country; may be related to special events Demographic Trends The following is a summary of a number of demographic trends that pertain to travel within the U.S. Aging American Population More Dual-Earner Households The primary population growth is currently in the age range, which increased by 23% between 2000 and Those age are more likely to be empty nesters; only around 20% still have children at home, compared to 75% for those years of age. Yet relatively few are retired only 20%, of those age 50-59, compared to almost 85% for those 65 years of age or more. The retired population will increase strongly after 2010 (those 65 years of age or greater will increase by 36% by 2020). About 59% of married women were in the workforce in 2005 (compared to 58% in 1990, 50% in 1980 and 40% in 1970), while 75% of married men are in the workforce. Although recent economic factors are affecting workforce participation, with more than one worker, it is more difficult to schedule leisure travel, which often means shorter, more frequent trips. Studies conducted by the U.S. Travel Association (USTA) report shorter and leisure-oriented trips taken by married travelers 45 and older now dominate the travel market. Further, short trips (1-2 nights) are now reported to be far more popular than longer trips. Shorter trips tend to be more single-purposed focused on one or two activities; the most popular consist of shopping, outdoor activities, historical places/museums, beaches or national/state parks. 22 P a g e

25 Increasing Incomes for Some Americans Educated Population Incomes of most professional, educated households have been steady or increasing, maintaining a segment of the population with adequate resources for travel and recreation. Workers with a Bachelor s or Master s degree have a more reliable income compared to those with a high school diploma. This higher income segment will continue to travel, although perhaps on am more limited basis and more often very valueorientated. The U.S. population is becoming increasingly educated; in 2008 over a quarter (27%) of U.S. adults, ages 25 and older, have four or more years of college, compared to 24% in 2000, 20% in 1990, 17% in 1980 and 11% in Educated travelers tend to be interested in information-rich activities. Agricultural Tourism in the USA Across the United States, the most farms earning income from agritourism and recreation are small-sized family-owned farms with annual receipts of less than $250,000. Figure IV-1 Size of Farms in U.S. with Agritourism and Recreation Income Large Family Farms ($250,000- $499,999) 6% Very Large Family Farms ($500,000 or more) 5% Nonfamily Farms 9% Small Family Farms (less than $250,000) 80% Source: Dean Runyan Associates, 2007 Census of Agriculture, USDA 23 P a g e

26 Across the United States, the most popular agritourism activities include pick-your-own operations, Christmas tree sales, hayrides, children s educational programs, petting zoos, and on-farm festivals (cite source). Regions with an identified agritourism sector are spread throughout the U.S. with concentrations in specific parts the country. See Figures II-2 and II- 3. Note that the Great Basin region, including Nevada, shows comparatively limited reported agritourism activity. Figure IV-2 Number of Farms in U.S. with Agritourism and Recreation Income Source: Dean Runyan Associates, 2007 Census of Agriculture, USDA 24 P a g e

27 Figure IV-3 Amount of income from Agritourism and Recreation Source: Dean Runyan Associates, 2007 Census of Agriculture, USDA Additional indicator of interest in agritourism is provided by the USDA Forest Service in a survey dating to In a specialized module of questions used that year, the survey asked about recreation participation in agricultural settings. As shown in Figure II-4, visiting scenic rural areas is the most mentioned activity, followed by petting farm animals, and learning where our food comes from. A full array of activities other than agritourism is also indicated. 25 P a g e

28 Figure IV-4 Participation in Recreation Activities Visiting Farms, Ranches, and Other Agricultural Settings Rural scencery Petting farm animals Learning where our food comes from Watching/participating in farm activities Purchasing agricultural products at the farm Hay rides or corn mazes Horseback rides Milking a cow 31% 24% 15% 10% 43% 49% 67% 76% 0% 20% 40% 60% 80% Source: USDA, National Survey on Recreation and the Environment, 2000; Dean Runyan Associates Farm-to-Table Movement Concurrent to the interest in agritourism is an increasing interest in where and how our food is produced. This recent and rapidly growing phenomenon is often called the farm-to-table or farm-to-fork movement and includes visits to farms, farmers markets, and menu preferences at restaurants. In fact, the Convention and Visitors Bureau of the City of Sacramento has re-branded and now actively markets the city as the Farm-to-Fork Capital of America. In September of 2013 the City of Sacramento held its first Farm-to-Fork Festival -- a week-long event which hosted enthusiastic crowds including a special Farm-to-Fork dinner hosted on the city s iconic Tower Bridge. Tickets for that event sold out in one day. The figure below shows a recently released national survey of chefs that further demonstrates the increased interest in food production. 26 P a g e

29 Figure IV-5 Top Trends in Restaurants 2013 Locally sourced meats Locally grown produce Environmental sustainability Children's nutrition Restaurant grown gardens Farm branded items Back to basics/simplicity Organic produce Grass fed beef 82% 81% 77% 77% 75% 68% 63% 61% 61% 0% 20% 40% 60% 80% 100% Source: National Restaurant Association, 2013 Chefs Survey; Dean Runyan Associates Regional Agritourism, California Additional interest in the growing agritourism sector is evidenced by a recent University of California survey of agriculture producers. Almost half (43%) of the agritourism operators surveyed in California had been in the sector less than 10 years. Considering that this survey includes wineries this represents a recent development trend. Agritourism operators in California were engaged in a wide range of activities, offering direct sales (78%), tours or lectures (81%), demonstrations, lessons or participant experiences (69%), and special event facilities (51%). Findings indicate that direct sales of agricultural products generated more visitor interest than other activities. The most common direct sales activity was selling produce, nuts or flowers at a farm stand (38%). On site food production classes and demonstrations were also reported by nearly one-third (36%) of those surveyed. Farm hosted stays such as Bed and Breakfast operations and hosting special events, while less common, are an interesting component of this emerging business (special events combined, (51%). 27 P a g e

30 When thinking about expanding their agritourism operations the most mentioned primary on-farm activity was hosting events followed by seasonal corn maze or pumpkin patch activities, farm tours, and farm stays. With respect to profitability, corn mazes, on-site retail sales, and events were the most profitable primary activities. Among secondary activities, it is worth noting that farm stays or bed and breakfast operations were mentioned most. Combined with events, farm stays may provide the farmer with a niche agritourism option especially if the setting is particularly scenic or peaceful such as an authentically rural agricultural area like the Mason and Smith Valleys. 28 P a g e

31 Figure IV-6 Agritourism Activities Reported by California Farmers and Ranchers (n=332) Source: Rilla E, Hardesty S, Getz C, George H California agritourism operations and their economic potential are growing. Calif Agr 65(2): P a g e

32 Figure IV-7 Primary Agritourism Activities in California Source: Rilla E, Hardesty S, Getz C, George H California agritourism operations and their economic potential are growing. Calif Agr 65(2): Figure IV-8 Perceived Profitability of Agritourism Activities in California Percentage of operators rating primary and secondary activities as at least fairly profitable (4 or higher on 7-point scale); n=no. of operators. Source: Rilla E, Hardesty S, Getz C, George H California agritourism operations and their economic potential are growing. Calif Agr 65(2): P a g e

33 Nevada Agritourism In Nevada, current income from agritourism appears to be modest according to the reviewed USDA Agricultural Census data. In 2007, 38 Nevada farm and ranch businesses in 13 counties reported deriving income from agritourism and recreational services, contributing a total of nearly $800,000 in farm related income. However, for farms reporting agritourism and recreational services, the average amount of income generated was approximately $21,000 per year. In addition to the USDA Agriculture Census data we reviewed USDA Forest Service survey data and found several related outdoor recreation activities that may be closely associated with agritourism regions and/or specific destinations. Scenery and setting is of utmost importance and is a Mason and Smith Valley advantage. Interestingly, though this survey dates to 2006 and was conducted specifically among those who visited the Humboldt and Toiyabe National Forests, about one-quarter said they also visited a farm or agricultural setting. In summary, the reviewed national regional and Nevada data indicated a robust demand for agritourism destinations, activities, and products. Figure IV-9 Participation in Recreation Activities Related to Agritourism Humboldt and Toiyabe National Forests View/photo scenery Picnicking Visit historic sites View/photo trees wildflowers View/photo birds Visit farm or agriculture setting Horseback riding 10% 12% 28% 28% 24% 25% 64% 68% 55% 59% 49% 50% 48% 48% Toiyabe Humboldt NF 0% 20% 40% 60% 80% Source: USDA National Survey on Recreation and the Environment, 2006; Dean Runyan Associates 31 P a g e

34 V. Comparable Farm Land Recreation and Events Reviewing comparable facilities is particularly valuable for assessing demand for various types of farm land recreation and events. These facilities are organized into four categories, as follows: Nevada farm lands recreation and events Sheep dog trials and wool fiber arts events Harvest Festivals and Farm Products Lavender Farm Destinations Information for each of these facilities was gathered from available materials and telephone conversations, as necessary. The comparable research was compiled to provide Mason and Smith Valley agritourism proponents with a list of readily available development examples. 32 P a g e

35 COMPARABLE NEVADA FARM LAND RECREATION AND EVENTS FARM LAND/EVENT LOCATION & VISITOR HOURS OPERATIONS CITY/STATE SEASONAL HOURS PRIMARY PRODUCT(s) FARM-MADE PRODUCTS FESTIVALS/EVENTS HORSE RIDING PRIVATE EVENTS The Corley Ranch Gardnerville, NV May 1st through October 31st (outside activities), the barn open all year round for inside meetings and parties Cattle, Hay, Pumpkins Food crafters and Vendors Pumpkin Patch and Corn Maze (September 29th to October 31st.) Yes Weddings, Reunions, Family Gatherings Lattin Farms Fallon, NV year round events and activities Organic Produce Bakery, jarred and dried goods (jams, dressings, salsas, honey) Pumpkin Patch, Corn Maze, and Hayrides Birthday Parties, Weddings, Reunions, Retreats Hearts of Gold Cantaloupe Festival Fallon, NV August 30 - September 1 Hearts of Gold Cantaloupe Food Vendors, various Rifle Raffle, Karoke Contest, Cantaloupe Crawl Harvest Festival Original Art & Craft Show Various locations; Las Vegas and several cities in CA Las Vegas -September 6-8, 2013 Artisans Venue Handmade Arts and Crafts Las Vegas Fall Show Sandy Valley Ranch Sandy Valley Ranch (nr Las Vegas) Open year round Cattle & Horse Ranch Desert Trail Days (March) Yes Corporate Events, Weddings Pomegranate Art & Craft Festival Logandale, NV November 4, 2013 Pomegranates Pomegranate Jelly, Handmade Art, and much more Vendors, exhibitors, fair food Eagles and Agriculture Carson Valley, Nevada February 21-23, 2013 Wildlife Viewing As available in local shops and stores. Wildlife viewing of Eagles migrating throughout the valley to feed during calving season Great El Dorado Italian Festival Reno, Nevada October 6-7, 2013 Italian Food and Culture Italian Famers Market Pasta sauce cook-off, Italian dinner buffet, grape stomping contest, Ferrari Club of America, kids games, bocce ball, music. Tractors & Truffles (A farm-to-plate gourmet dinner and arts event) Fallon, NV September 14, 2013 Dining and Arts Various, Full-Course Menu Four-course meal from locally grown ingredients, theatre, farm tours, cooking demonstrations Sparks Hometowne Farmer's Market Sparks, NV Thursdays, 3:00pm-8:00pm, June 6 - August 22 (closed 7/4 & 8/8) local farms produce variety of international food and beverage items, packaged foods, Community group booths, stage unique arts & crafts, and music & street performers assorted flowers Lavender Ridge Reno, NV vary and by appointments to accommodate weddings and other events Lavender lavender, lavender products Weddings and other special events 33 P a g e

36 COMPARABLE SHEEP DOG TRIALS AND WOOL FIBER ARTS EVENTS FESTIVAL/EVENT LOCATION & VISITOR HOURS OPERATIONS CITY/STATE SEASONAL HOURS PRIMARY PRODUCT FARM-MADE PRODUCTS EVENTS CONTACT Meeker Classic Sheep Dog Championship Trials Meeker, Colorado September 4-8, 2013 Herding Dog Trials Art show, vendors and crafts, bbq Herding trials, flyball and agility course, seminars and classes, historic sheep wagons, horse-drawn shuttle World Sheep and Fiber Festival Bethel, Missouri Labor Day Wekend Sheep and Fiber products Fiber arts, classes, and fleece auction. Fiber arts, fiber craft classes, sheep dog demonstrations, mutton busting (kids riding sheep), sheep games, fleece auction, lamb cooking Montpelier Fall Fiber Festival Montpeleir, Vermont October 5-6, 2013 Finber product and sheep dog trials Fiber arts and crafts, fleece sale. Fiber arts exposition, hands-on craft demos, vender booths, sheep dog herding trials, sheep and goats disply. fallfestival.org, California Wool and Fiber Festival Mendecino, California September 13-15, 2013 Fiber products and sheep dog trials Fiber arts and crafts, wool auction. Sheep Dog trials, wool judging, fiber arts, shearing demonstrations fiberfestival.com Linn County Lamb and Wool Fair Scio, Oregon 3rd Weekend in May every year. Fiber products and sheep dog trials Fiber arts and crafts, all breed fleece show and sale. Parade, Northwest National Sheep Dog Trials, lamb and goat show, flower show, quilt show, pie eating contest, petting zoo, vendors, music. lambfair.org Trailing of the Sheep Festival Ketchum & Hailey, Idaho October 10-13, 2013 Fiber products and sheep dog trials Fiber arts and crafts, fleece sales. Parade, fiber festival, sheep dog trials, women writing in the West, folklife fair, lamb cooking, film showing: Basques in the West trailingofthesheep.org Wisconsin Sheep and Wool Festival Jefferson, Wisconsin September 5-7, 2013 Fiber products and sheep dog trials Fiber arts and crafts, fleece sales. Sheep dog trials, fiber arts classes and vendors, country store, fiber arts competitionb, sheep show, fleece sales wisconsinsheepandwoolfestival.com Soldier Hollow Classic Herber, Utah Labor Day Weekend, 4 day event Fri-Monday Sheep dog championship and festival Handmade arts and crafts. Sheep dog trials, draft dog and guide demonstrations, arts and crafts vendors, raptor show, Navajo rug demonstration, music info@soldierhollowclassic.com; soldierhollowclassic.com Ruralhill Sheep Dog Trials and Dog Festival Huntersville, North Carolina November 9-10, 2013 National Border Collie Championships Handmade arts and crafts. Sheep dog trials and sports demonstrations, tractor exhibits, punkin chunkin, hay rides, corn maze Sheep Herders Reunion Baker, Nevada January Gathering of sheep herders Lamb dinners, music, herder story-telling. Hosted gathering of Nevada and Utah sheep herders at the Border Inn motel and casino. greatbasinpark.com 34 P a g e

37 COMPARABLE HARVEST FESTIVALS AND FARM PRODUCTS HARVEST FESTIVAL LOCATION & VISITOR HOURS OPERATIONS CITY/STATE SEASONAL HOURS PRIMARY PRODUCT FARM-MADE PRODUCTS FESTIVALS/EVENTS HORSE RIDING PRIVATE EVENTS Fairfield Tomato Festival Fairfield, CA August 17, :00am to August 18, :00pm Tomato Tomato alley, tomato eating contests, tomato sampling, farmers market, live entertainment Yes Loomis Eggplant Festival; loomischamber.org Loomis, CA October 4, 2014 Eggplant Arts, crafts, locally produced food. Chef cooking events, wine tasting, music Vidalia Onion Festival; vidaliaonionfestival.com Vidalia, CA April 20-24, 2014 Onions Arts crafts, onion cooking and produce. Parade, Miss Valdalia Onion pageant, culinary extravaganza, onion cooking & recipe competition, vendors, music. Gilroy Garlic Festival; gilroygarlicfestival.com Gilroy, CA July 26-28, 2013 Garlic Arts crafts, garlic cooking and produce. Tahoe City Harvest Festival Tahoe City, CA October 6-2-, 2013 Pumpkins Food Vendors, various Nevada County Italian Festival; nevadacountyitalianfestival.com Hudson Valley Agritourismo Penn Valley, CA September 14-15, 2013 Hundson Valley, New York Summer season at local privateyl owned produce market and bistro. Parade, Miss Gilroy Garlic, garlic cooking, professional chef garlic cooking competition, garlic recipe competition, vendors, music Oktoberfest at the Cobblestone, Scarecrows on Parade, Annual Pumpkin Patch Carnival Arts and crafts, chef Italian Heritage, demonstrations, grape Food vendors, locally prepared cooking and and stomping, wine tasting, bocce food, food products ball tournament, Italian food vendors, music Locally All dinners sourced from local produced Italian products. dinners. Replicates Italy's agritourism concept which features on farm dinners featuring local products Yes North Yuba Food, Wine, Harvest Festival Oregon House, CA September 28-29, 2013 Wine Wines, Olive Oils, and Handcrafted Foods Harvest Festival North Plains Elephant Garlic Festival North Plains, OR August 9, 2013 Garlic Food Vendors, and Artisans Art, live music, a kids play zone, garlic-inspired foods Walla Walla Sweet Onion Festival Walla Walla, WA July 20, 2013 Walla Walla Sweet Onions Food Vendors, Various Farmers Market, live entertainment, children's games, chef demonstrations 35 P a g e

38 COMPARABLE LAVENDER FARM DESTINATIONS FARM LOCATION & VISITOR HOURS OPERATIONS CITY/STATE SEASONAL HOURS PRIMARY PRODUCT FARM-MADE PRODUCTS EVENTS U-CUT/PICK FARMERS MARKET Applegate Valley Lavender Farm Grants Pass, OR July 12th-August 25th (Thursday - Sunday 10:00-4:00), + by app Lavender lavender, honey, jam, syrup, essential oil and handmade soap Oregon Lavender Festival - second weekend of July (Jul12-14) (10:00-5:00) Yes Yes Barb's Dutchmill Herb Farm Forest Grove, OR April-June (Saturdays 10am - 6pm), +by app Lavender lavender,culinary, medicinal, tea herb plants, flowers,,art, soaps, wreaths, and plants Special Lavender DAZE (June 22,29 and Jul 6, 13) Barn Owl Nursery Herb & Lavander Farm Wilsonville, OR April 19-July 28 and Nov. 1-Dec. 7, Friday & Saturday, 10 am-5 pm Lavender Oregon Lavender Festival - July lavender, culinary lavender Lavender Days: July buds, herbs, herb and lavender and July gifts, creations by local artists Holiday Open House and Farm Tour: Nov. -Dec. Cascade Lavender Madras, OR Memorial Day - Labor Day Tues-Sat 10am-5pm, Sun 12pm-5pm Lavender lavender, essential oil, hydrosol, buds and aromatheraphy products Oregon Lavender Festival-July (10 AM to 5PM Friday & Saturday; Sunday Noon to 5 PM) Yes Yes Goodwin Creek Gardens Williams, OR March - September, Fri & Sat 9am- 5pm, or by appointment Lavender lavender, geraniums, herbs, and plants that attract hummingbirds and butterflies, soaps, and pure lavender oil Oregon Lavender Festival, and 2 big sales in June and September Helvetia Lavender Farm Hillsboro, OR June 21st thru 23rd, June 28th thru 30th, & July 5th thru 7th (10:00-4:00) Lavender lavender, lavender oil, lavender products and other gifts Oregon Lavender Festival-July (noon to 5PM Friday; Sat, Sunday 10 AM to 5 PM) Yes Hope Haven Family Farm Aumsville, OR Christmas Farm Day in December and by appointment Lavender lavender, honey, alpaca fiber Oregon Lavender Festival- Friday July 12th - Sunday July 14th, 10am-5pm Yes Purple Ridge Lavender Hermiston, OR Early June to Late July Thursday- Sunday 10am-4pm, or by app Lavender lavender, lavender products (soaps, olis, candles, neck wraps and etc.), gift baskets Oregon Lavender Festival - Jul13-14th (10 am to 5 pm) Yes Yes Two Sisters Lavender Farm, LLC Williams, OR May & June, by appointment. July & Aug, Fri - Sun 10am - sunset Lavender lavender, lavender products (soaps, lotions, salts), alpaca fiber, vegetables Oregon Lavender Festival - Jul12-14th (10 am to sunset) Yes Wayward Winds Lavender Yamhill, OR Open 10-5 Monday - Saturday. Closed Sunday Lavender lavender, lavender products (oil, soaps, lotions, salts) Oregon Lavender Festival - Jul13-14th (10 am to 5 pm) Yes 36 P a g e

39 The primary attributes of farm land recreation and destinations are as follows: Fall season (Sep-Nov) is the primary season for hosting festival and events. Farm-based food products are often combined with art, handmade arts & crafts, as well as cultural heritage products and themes. Wildlife viewing, especially bird watching, can be a significant complement to agritourism activities, and if notable, can appeal as a primary focus for an event. Entertainment such as music, contests, and games for kids are often included for festivals and events that attract families. Farmers markets and stands are often part of the visitor appeal to a farmland destination or site. Horseback riding programs and tours are notable on ranches. Farmland and ranches with meeting space, dining facilities, and lodging properties such as Bed & Breakfasts often host private events such as wedding, corporate retreats, and family gatherings. Lavender farms are appealing to visitors not only from a scenic attraction, but also as a destination for events and to purchase farm made products; lavender based products are diverse (e.g., oils, honey, soaps, lotions, and wreaths) and sold at most lavender farms. Many lavender farms also offer u-cut/pick opportunities. 37 P a g e

40 VI. Opportunities and Constraints This chapter outlines the characteristics that indicate both the opportunities for future development and those constraints that will challenge agritourism proponents in the Mason and Smith Valleys. Opportunities These opportunity areas indicate strengths of the area for agritourism and related tourism development, indicators that agritourism development can be sustained, and the resources that may assist with ongoing and future agritourism growth. 1) Established event. After five years the Taste of the Valley event has reportedly reached stability, setting a foundation for future growth. Rather than face the task of identifying a start-up event we believe that the Mason and Smith Valley agritourism region has a self-sustaining keynote event. The event provides a unique combination of home cooked Italian food that represents the area s roots as a settlement for Italian immigrant farmers and an opportunity to feature the signature Jeanne Dini Center and its arts programming. Several of the agritourism comparable events have achieved success combining agriculture and arts and with community support this event should be able to continue to do the same. 2) Setting and scenic rural roads. At first entering the Mason and Smith Valleys it is apparent that the area provides an ideal setting for an agritourism node. Scenic green valleys located in the high desert, surrounded by mountain vistas, and accessible by rural roads with views to ranching and farm operations is an opportunity to attract those looking to visit an authentic Great Basin agricultural region. 3) Existing tourism infrastructure. Not all rural communities can provide a ready tourism infrastructure when considering a development program. To start, Yerington is notably established with a well maintained and attractive All-American downtown area. In addition the community provides adequate visitor services including a variety of retail outlets and dining establishments, casinos, and most importantly several motels that provide a modest room base. As agritourism events and farm hosted activities evolve, the existing tourism infrastructure can meet visitor needs. 4) Additional visitor activities. In addition to attracting visitors to agritourism events and destinations, associated attractions can be effective for extending stays and thus generate increased economic benefits for host communities. Several existing local options may provide ancillary activities for agritourism visitors seeking other recreation opportunities. These attractions include but not limited to the Mason Valley Wildlife Management Area, Walker River and Wilson Canyon, Bureau of Land Management multiuse recreation lands, and Fort Churchill State Park. 38 P a g e

41 5) Community service organizations. Event development in particular is dependent on volunteer time to staff and run an event and importantly to sustain an event over the long term. Taste of the Valley has benefited from assistance by several social service organizations such as Yerington Theatre for the Arts, the Rotary Club, as well as private business donations. Reportedly Yerington has an active volunteer and community organization culture that will be necessary of any future agritourism event development. 6) Market trends. Our market research indicates that growth in the agritourism sector is a relatively recent trend. While a few keynote level events may have a long history, most agritourism growth has occurred within the past decade. Among the research reports we reviewed (see Appendix C: References) almost all have addressed the agritourism sector within the past several years. Additionally, we are seeing a robust interest in where our food is produced with locally grown and organic foods gaining in popularity. Accordingly, timing for agritourism in the Mason and Smith Valleys is excellent. 7) Community interest per workshop. While the conditions for developing an agritourism sector in the Mason and Smith Valleys looks promising, any ongoing action is dependent on interest from the community and local farmers. Fortunately, attendance at the initial SCI workshop and subsequent participation in other SCI-hosted agritourism workshops indicates that there is a core of interested persons ready to pursue agritourism on a community level as well as on individual properties. 8) Regional support. Agritourism in rural Northern Nevada is fortunate to have regional support from the Western Nevada College Specialty Crop Institute, the leader in this effort and the organization that commissioned this report. In addition, there is direct interest from the Nevada Commission on Tourism, which is the lead marketing organization for travel to and within Nevada. The Commission on Tourism also offers a rural grant program to assist tourism marketing efforts. Locally, National Fish and Wildlife Foundation staff attends agritourism workshops and have provided support for this research. The University of Nevada Cooperative Extension has also conducted related research into crop diversification as well as providing an initial review of agritourism potential in Nevada. Finally, the Nevada Assembly recently passed and the Governor signed into law, SB 206 on Cottage Food Industries indicating that the State of Nevada recognizes an opportunity for food production diversification including farmland production as part of agritourism businesses. Constraints 1) Tourism organization. The primary limitation for growing agritourism in the Mason and Smith Valleys is the absence of a dedicated tourism development entity that can coordinate efforts in the region. In this void the Yerington Theater for the Arts and the Jeanne Dini Center has provided support for the Taste of the Valley event and has obtained grants from the SCI and the Nevada Commission on Tourism (NCOT). With no 39 P a g e

42 lead tourism entity there is, despite a willing volunteer resource in the community, a reportedly diffused effort. Different organizations pursue individual projects with limited region-wide coordination. Internet presence for example is limited to the NCOT Nevada Silver Trails Territory. 2) Primary attractor. No primary signature tourism attractor, facility, or activity that provides the region with visibility to the traveling public. While the setting of the Mason and Smith Valleys is an excellent foundation from which to grow, the region is not a recognized destination. Because there is no notable tourism attractor, a long-term, creative, and integrated product development and marketing strategy will be necessary. 3) Crop diversification. The majority of farmland in the Mason and Smith Valleys is cultivated in alfalfa and other feed crops, though there is an increasing diversification with table crops such as onion, garlic, and broccoli among others. We understand that simple market economics determine what farmers produce on their properties and that market conditions can change. For this reason the Taste of the Valley fall harvest, Italian heritage, and art event is an ideal starting point. To the extent that production in the Mason and Smith Valleys continues to diversify and produce a table crops or products that may lend support to agritourism, other future events may be developed (selection of crops with agritourism potential shown Appendix B). 4) Existing agritourism. In the wider northern Nevada region there are a select number of agritourism operations and none publicized in the Mason and Smith Valleys at present. Accordingly, local agritourism entrepreneurs will be pioneers in this business sector both with respect to product development and marketing. However, the success of Lattin Farms in the Fallon area, and Corley Ranch in the Carson Valley, indicate potential for other farmers to consider agritourism as a revenue-generating component of their agricultural operations. These recognized agritourism destinations also provide notable examples for interested Mason and Smith Valley farms. 5) Regulations and insurance requirements. According to a recent 2009 California state agritourism survey of operators, zoning, permitting, and environmental health regulations are the leading impediments to farmers and ranchers who want to expand their operations to include agritourism enterprises. Since our research focused on agritourism market potential we did not review regulatory limitations. As interest in the Mason and Smith Valleys emerges, this constraint will require a thorough investigation. However, the fore mentioned Cottage Food Industries legislation indicates that Nevada state and local regulatory entities may be amenable to assisting the agritourism sector with less stringent limitations than are usually typical in the State of California. A summary of the California operator survey challenges is shown below in Figure VI P a g e

43 Figure VI-1 Leading Challenges to Agritourism Growth in California Major challenges rated 4 or 5 by California agritourism operators, on a scale of 1 (not a problem) to 5 (very challenging). Source: Rilla E, Hardesty S, Getz C, George H California agritourism operations and their economic potential are growing. Calif Agr 65(2): P a g e