Planting the Seeds for a Regional Agritourism Program. Central Shenandoah Planning District Commission
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1 + Planting the Seeds for a Regional Agritourism Program Central Shenandoah Planning District Commission
2 Fields of Gold Region Counties of: Augusta Bath Highland Rockbridge Rockingham Shenandoah Page Botetourt Cities of: Harrisonburg Lexington Staunton Buena Vista Waynesboro
3 What is Agritourism? Merges two complex industries agriculture and tourism Defined as, any activity carried out on a farm or ranch that allows members of the general public, for recreational, entertainment or education purposes to view or enjoy rural activities
4 Agritourism Activities Wineries/Breweries/Cideries Farmers Markets and Produce Stands Farm Tours and Farm Stays Pick-Your-Own Farms Trout Farms and Fisheries Hay Rides/Corn Mazes Christmas Tree Farms/Nurseries Farm-to-Table Restaurants Ag Festivals/County Fairs Event Facilities/Ag Venues
5 Agriculture in the Region Farming has been central to the region s way of life. Home to 4 of the top 5 agricultural producers in Virginia. Farm Land: 1,066,359 acres Farms: 7,074 working farms Market Value of Products Sold: $1,029,099,000 (35% of State total)
6 Tourism in the Region In 2012, travelers spent over $1.1 billion in the region. More than 6.7 million people traveled to the area in Region includes: Blue Ridge Parkway/Skyline Drive/Appalachian Trail Shenandoah National Park George Washington and Jefferson National Forests Headwaters of the James and Shenandoah Rivers Civil War Battlefields Luray Caverns, Grand Caverns Natural Bridge
7 Organizational Structure Partnership Communities Project Management Team Steering Committee Survey-Map Subcommittee Economic Impact Analysis Subcommittee Partnership Development Subcommittee Marketing Subcommittee
8 Partnership Development Engaged a broad base of private and public sector stakeholders Sponsored agritourism workshops Participated in ag-related events Hosted 4 Farming in Valley Festivals
9 Economic Impact Analysis Purpose: Evaluate the economic impact of the agritourism industry in the Fields of Gold region Collected regional demographic and visitor profiles Defined the size and economic impact of agritourism Determined the market potential of regional agritourism
10 Inventory & Mapping Surveyed over 200 agritourism operators Categorized and mapped these sites Produced interactive, web-based map of agritourism sites
11 Marketing Website and Social Media Website Interactive, web-based map Mobile responsive Facebook Instagram
12 Marketing Promotional Materials Brochures and Rack Cards Bumper stickers Member Signage
13 Marketing Print Advertising Magazines Newsletters Press Releases
14 Marketing Newsletters Fence Talk Members only benefit Business Support Toolkit Training and Workshops Adventure Awaits Monthly e-newsletter Aimed at potential tourists and visitors Highlights 8 events or activities happening on the trail that month
15 Farming in the Valley Festival Held annually One day event Family Friendly Highlights agritourism in this area. Partnership with The Chamber of Commerce
16 Award Winning Partners 200+Agritourism Operators 13 Localities Shenandoah Valley Partnership Chambers of Commerce JMU VA Cooperative Extension Farm Credit Farm Bureau VDACS VA DHCD VTC VAPDC Rural Development ARC EDA Center for Rural Virginia and many others
17 Key Lessons Did our homework Built a coalition of partners Divided the tasks Public relations and communications Identified funding and resources
18 Challenges Diversity of Agritourism Size of the Region 8 counties, 5 cities, 3 PDCs Multiple Stakeholders Involved Resources Needed Communication Trying to Keep Everyone Happy!
19 The Next Season Continue partnership development Recruit more agritourism operators and farmers Enhance website Increase and expand advertising Develop a Tour de Farm (bike-to-farm) program Hire an agritourism coordinator Implement our 5-year Strategic Plan Develop a Business Development Plan Seek funding to sustain the program
20 Any Questions? Bonnie Riedesel Central Shenandoah Planning District Commission
21 Fields of Gold The Shenandoah Valley ~ where agriculture got its roots Picture: Lexington & Rockbridge Area Tourism
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