Agritourism in New Mexico


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Agritourism is a growing market as communities seek to connect with local food, farms, festivals, and wineries. In New Mexico our partnership is building a strategic approach that strengthens our regional farms and connects visitors to authentic experiences.

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  • Agritourism works for a lot farms and venues and a lot farmers but not all.Farmers and communities need to balance tourism side with robust product development
  • Montana 5,100 farms and ranches participating in agritourism
  • Wineries are hosting art openings and community plantings
  • Aggregating products from other vendors – artisans, food producers, etc
  • Farmer/Rancher/Grower = 63Market Venue = 19Support Organization = 7846 Participating in Agritourism
  • Farmer/Rancher/Grower = 63Market Venue = 19Support Organization = 7846 Participating in Agritourism
  • Only 3 % are using Facebook ads of Goggle ads
  • Agritourism in New Mexico

    1. 1. Agritourism in Northern New Mexico:A Survey of Activities, Needs, Opportunities Global Center for Cultural Entrepreneurship in partnership with Mid-Region Council of Governments and Regional Development Corporation
    2. 2. GCCE has a three-fold mission:1. We support culturalentrepreneurs working to createand scale their enterprises.2. We advocate for the importanceof cultural entrepreneurship andthe value of a culture economy.3. We connect a global network ofcultural entrepreneurs.
    3. 3. Agritourism is "the crossroads oftourism and agriculture: when the public visits working farms, ranches or wineries to buy products, enjoy entertainment, participate in activities, shop in a country store, eat a meal or make overnight stays.” ~ Jane Eckert
    4. 4. Agritourism
    5. 5. Culture and Heritage Travelers
    6. 6. Culture and Heritage Travelers
    7. 7. The Movement “The agritourism movement is fueled by city dwellers who want to understand where their food comes from or who feel an urge to embrace the country life.” New York Times, 2012
    8. 8. Purple Adobe Lavender Farm, Abiquiu
    9. 9. Purple Adobe Lavender Farm, Abiquiu
    10. 10. OurProcess Marketing (mid-2013) Innovation (2014)
    11. 11. Product Development Training, Mentoring Survey of Activities and Needs Outreach, Visits to Farms and Sites
    12. 12. Visitors’ Origins Surrounding states New MexicoOur local community 0% 20% 40% 60%
    13. 13. A Diverse Array of Agritourism
    14. 14. Peña Blanca Sunflowers
    15. 15. Mother Bosque Farms
    16. 16. Red MesaCuisineCookingClasses
    17. 17. Technical Assistance Needs Zoning / regulations Accounting and bookkeepingSite preparation, signage, readiness Coaching on agritourism Website and social media Marketing and sales 0% 10% 20% 30% 40% 50% 60% 70%
    18. 18. Next Steps Using technology to reach more customers Not interested at all Support in reaching more Interestedcustomers from outside NM Collaborating w/ Very interested farmers, markets, and producers 0% 20% 40% 60% 80% 100%
    19. 19. NM Agritourism Collaboration
    20. 20. 2 Day Training
    21. 21. Marketing Public Relations Website and Social Media Outreach, Visits to Farms and Sites
    22. 22. Marketing Channels Word of mouth Social Media Our website Local listings of events Newspaper Newsletters Facebook Ads Google Ads
    23. 23.
    24. 24. Mobile
    25. 25. Opportunities
    26. 26. Resources Walker, B., C. S. Holling, S. R. Carpenter, and A. Kinzig. 2004. Resilience, adaptability and transformability in social–ecological systems. Ecology and Society 9(2): 5. URL:
    27. 27. Thank you to our Partners!
    28. 28. Contact Us!