a g r i t o u r i s m In S o u t h C a r o l i n a Connecting to our roots

a g r i t o u r i s m In S o u t h C a r o l i n a Connecting to our roots

What it is Where it s going How we re going to get there

Part I what it is

Agritourism is the crossroads between agriculture & tourism; when an agriculturally-based operation opens its doors for the public for Education, Entertainment or Recreation agritourism defined

ON FARM: U-picks Farm tours Hayrides & corn mazes Festivals & events Hands-on education for kids Work-on-a-farm experiences Overnight stays agritourism examples

ON FARM: Trail rides Disc golf courses Event & wedding rentals Farm to Table dinners Tastings Demonstrations On-farm shopping agritourism examples

agritourism examples OFF FARM: Agriculture Museums Living history agriculture events Flower festivals Historic carriage rides Farmers market events Culinary tours with local ingredients Food & wine festivals

Part II where it s going

The Facts In 2012, 144,530 farms sold $1.3 billion in fresh edible agricultural products DIRECTLY to consumers This is a 6% increase in farms, and 8% increase in sales since the last census in 2007

Just over 33,000 farms offered agritourism and recreational services in 2012 across the United States The Facts

The Facts In 2012, South Carolina had 25,266 farms with 4,971,244 acres 581 farms noted that they offer agritourism and recreational services on their farms, up from 376 in 2007

The Facts From 2007 to 2012, agritourism went up 42% in the United States, bringing in more than $700 million In SC, the number rose from 376 agritourism farms in 2007 to 581 in 2012, up 35% bringing in $461,000

The facts Farms by Gross Revenue Less than $10,000 76.6% $ 10,001 - $ 49,999 13.8% $ 50,000 - $ 99,000 2.6% $100,000 - $499,000 3.3% Over $500,000 3.7%

The facts National Average Income to Farm Operator Household 2007 2012 On-Farm Income $5,539 $13,872 Off-Farm Income $58,587 $75,201 Average Household $64,117 $89,072 Percentage off farm 91% 84.4%

Trends creative tourism UNESCO defines creative tourism as travel directed toward an engaged and authentic experience, with participative learning in the arts, heritage, or special character of place, and it provides a connection with those who reside in this place and create this living culture. The creative tourist is always a participant, someone who learns by doing.

Trends whole living Whole Living is the idea of balancing work with play and where all aspects of the experience contribute to well-being. Whole Foods has launched Whole Journeys, which is an experiential travel company focused on food, cooking, health, wellness and cultural travel experiences.

Trends culinary Culinary tourism is one of the most dynamic and creative segments of tourism There were more than 27 million culinary American leisure travelers in the last 3 years Demand for local ingredients in restaurants are on the rise, from high end to fast-food. Chipotle alone sources from local purveyors, up to 90% for some ingredients.

Trends buy local Local retail is the biggest food trend we ve seen in decades Deputy Secretary of Agriculture Kathleen Merrigan Pledged to double purchases of locally grown fruits and vegetables to 9% of its US total by 2015-Walmart The number of farmers markets in the US increased by 17% in 2011 Entrepreneur Magazine 86% of consumers believe availability of local foods in a store greatly influenced where they shopped-national Grocers Association

Trends know your food Customers are more interested in what they re eating and where it comes from. They want to know it s being grown responsibly. National Restaurant Association What are some trends you could definitely do without? I m over the idea of chefs selling themselves as farm-to-table and local. That s like saying you use salt and pepper in the kitchen; it should be a given. A 2013 Forbes Travel Guide interview excerpt with leading chefs

Part III how we re going to get there

SC Department of Agriculture Marketing Programs Certified SC: Farmers markets, certified roadside markets, roadside stands, CSAs Fresh on the Menu: Restaurants that serve at least 25% South Carolina products

SC Department of Agriculture Agritourism: Farm support, advocacy, and promotion

SC Department of Agriculture TODS: Tourism Oriented Directional Signage to promote agritourism and help tourists find authentic experiences and to drive traffic and business to rural destinations.

SC Department of Agriculture TODS TESTIMONIALS Having the signs posted gives my business validation. I am more than just a hobby farm, I am a serious business owner. Sandra Kay Eubanks, Simple Times Farm I have had new customers because they saw the signs and the signs have reminded old customers to visit our market. Nancy Walker, Walker Century Farms People in the past have driven up and down 521 looking for the farm and now report it is so easy to find them now! Kathy McCaskill, McCaskill s Farm B&B

SC Department of Agriculture

SC Department of Agriculture SC Agritourism Association: A group of agritourism peers to help face challenges within the industry and share best practices.

SC Department of Agriculture SC Agritourism Association Goals Encourage the highest standards in hospitality & tourism initiatives.

SC Department of Agriculture SC Agritourism Association Goals Facilitate economic growth by promoting and fostering increased agriculture-based tourism throughout SC.

SC Department of Agriculture SC Agritourism Association Goals Advocate proactively on behalf of agritourism operations within statelevel organizations.

SC Department of Agriculture SC Agritourism Association Goals Educate Agritourism operations in an effort to create sustainable activities & attractions.

SC Department of Agriculture First SC Agritourism mini- conference Wednesday, January 14 at the SC Agribiz Farm Exposition, Florence SC SC Agritourism Annual meeting with election of officers, 1pm

South Carolina Agritourism Conference SC AgriBiz & Farm Expo Florence Civic Center, Santee Room 3300 W. Radio Drive, Florence, SC 29501 Wednesday, January 14, 2015 10:00 Welcome Martin Eubanks Assistant Commissioner of Agriculture, SCDA 10:15 Introductions Jackie Moore Agritourism Director, SCDA 10:30 Keynote Speaker Martha Glass Executive Director NC-ANA 11:00 Round Table Discussion How we do Agritourism, Profitably Moderator: Martha Glass, NC Agritourism Networking Association Panel: Jeff Manley, The Rock Ranch, Georgia Helen Legare-Floyd, Legare Farm, Johns Island, SC Catherine Davis Denver Downs Farm, Sandy Springs, SC Carrie Dalton Clinton Sease Farm, Lexington, SC 12:00 Lunch Speaker Legislation for Agritourism Buddy Jennings Farm Bureau Federation Lunch sponsored by SCDA 1:00 South Carolina Agritourism Association (SCAA) Vision Bylaws Election of Board Members Helen Legare Charter President, SCAA 2:00 Adjourn (Board meeting to follow)

For more info contact: Jackie Moore Agritourism Director jmoore@scda.sc.gov (803) 734-2144 www.agriculture.sc.gov www.scfarmfun.org