This document outlines an agri-tourism development workshop held in the John Day River Territory in November 2010. The workshop covered what agri-tourism is, global trends impacting the industry, case studies of successful and unsuccessful operations, and potential for agri-tourism in the local area. Participants discussed frameworks for agri-tourism businesses, different types of experiences and products they could offer, and pros and cons of farm-based and regional destinations. Group discussions focused on macro trends, case studies from around the world, and ideas for small agri-tourism operations in the John Day River Territory.

1. Agri-Tourism Development
Workshop
• David Beurle
• Juliet Fox
• Kristin Dahl
John Day River Territory
November 2010

2. Agri-Tourism Development
Workshop
Program Overview:
• What is Agri-Tourism – market segments
• Global and macro trends and impact
• Case-studies; the good, the bad and the ugly
• Potential in JDR Territory?
• Local issues and constraints
• Business and industry planning
• Where to from here?

3. A reality check….
• Agri-Tourism can be successful and rewarding.
• But -there are more failures than successes in
Agri-Tourism – why?
– Survival motivation
– Lack of required skills
– Limited scale and capital
– Poor understanding of sophisticated market
– Lack of coherent strategy and cohesion
• Rural Tourism Studio very important.

4. The source of observations and
case-study material
• A series of international
study tours and site-visits
• Work in North America
• Travel Oregon’s long history
and expertise in Tourism

5. Agri-Tourism – a framework

6. What is it Agri-Tourism?
Technically; “the act of visiting a working farm or any
agricultural, horticultural or agribusiness operation for
enjoyment, education, or participation in the activities of
the farm or operation”
Also; (and importantly); connecting your farming operation
and ‘products’ to a tourism operation or related regional
retail outlet.
But; people are less likely to travel to JDR Territory for just
an agri-Tourism experience; more likely to be attracted by a
‘package’ of tourism opportunities.

7. What are you selling?
• Experiences
– Connection to nature / rural / outdoors
– Romantic / Healthy / Quiet / Adventure
– Educational / Learning
• Goods
– Food (local and retail)
– Specialty products (oils / soaps)
– Crafts /Artifacts / Art

8. Where do you sell it?
• Farm based destination
– ‘Value-add’ occurs on farm.
– experience and goods only available ‘on-site’.
• Regional / community destination
– ‘Value-add’ occurs in regional context – somewhere
in region or associated with region.
– Experience and goods available in off-farm locations;
but strongly connected to rural / agricultural context
– generally only available within the specific region.

9. Agri-Tourism product matrix
Farm Destination Regional destination
Experience •Farmstay / B&B / Spa •Festivals / Events
•Farm Events (tulips) •Regional food /cuisine
•U-pick/ harvest •Food and wine trails
•Working farm holidays •Gourmet treks
•Farm / Ranch education •Culinary schools
Goods •Wines and oils •Farmers markets
•Organic / fresh foods •Regional retail branding
•Arts and crafts •Specialty outlets
•Roadside stalls •Food baskets

10. Pros and Cons
Farm Destination Regional destination
Experience •On-farm issues – liability and •Lot of work; complex organization;
people in house but big premiums
•Potential restrictions on •Difficult to quantify direct benefits
activities •Subject to volatile economy
•Often personality based and •Large scale – requires collaboration
time demanding – in competition
•Discerning customers (fussy)
with mgt time
•Build off other assets in region
•Can be rewarding
Goods •Can be difficult to extract •Can be expensive to support
premium (except with capital •Chance of failure is higher
intensive iconic wines /oils
•Quality and consistency are key
•Potential for saving out of value issues
chain (cut out steps)
•Difficult to compete with big
•Easy to control reputation chains and alliances

11. Macro Trends – a quick scan

12. Global trends in agriculture
• Emerging power of retailers – access to unique
consumer information and control over supply chains
• Farm gate cost-price squeeze is universal.
• Globalization removing most trade and investment
barriers.
• Fewer larger players exerting more control over the
food chain.
• The role of Government is changing – less support but
more regulation in areas of food safety
What does this means for Agri-Tourism?

13. Shifts in societal values
• Concern about global climate change
• Emerging new generational values
• Health consciousness increasing – USA lagging
• Desire for experienced-based activities
• Stronger environmental awareness
• Growing disconnect between urban and rural
• Impact of economic meltdown
What does this means for Agri-Tourism?

14. Increasing consumer awareness
•Increase in demand for organics
•Debate about GM (and bans)
•Re-examination of food systems- energy costs
•Slow Food movement – alternative perspective
•Mad cow disease – altered trust factor
•Food recalls – contamination concerns (China,
USA)
What does this means for Agri-Tourism?

15. Agri-Tourism in JDR Territory
Group Discussion One

16. Case Studies around the world
Success and failure

17. Hyden – Western Australia
Rural tourism – built around ‘Wave Rock’
• Small scale and locally driven
• Retains authentic farming town feel
• Diverse businesses that are largely sideline to
farming operations
• Celebrates farming heritage
www.waverock.com.au

18. Lessons for JDR Territory
Agri-Tourism
Group Discussion Two

19. Small team work sessions
Group Discussion Three