Tourism Development Through PublicPrivate Partnerships The Alabama AgriTourism Trail

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Tourism Development Through Public-Private
Partnerships The Alabama Agri-Tourism Trail
Southern Community Development Educators May 19,
2004 Tampa, FL
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Alabama Agri-Tourism Partnership

• Partners
• Alabama Bureau of Tourism and Travel
• Alabama Cooperative Extension System
• Alabama Department of Agriculture and Industries
• Alabama Farmers Federation
• Established June 2003

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• Purpose
• Short term develop and market existing
  agri-tourism attractions through the Alabama
  Agri-Tourism Trail
• Long term develop a series of workshops,
  seminars and publications to assist farmers and
  entrepreneurs in the development of future
  agri-tourism attractions.

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Agri-Tourism a commercial enterprise at any
agricultural operation, including horticultural
and agribusiness, conducted for the enjoyment of
visitors that generates supplemental tourism
income for the owner.
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• Activities Attractions
• Farm tours
• Bed Breakfasts
• Roadside stands markets
• U-pick operations
• On-farm sales
• Festivals or fairs
• Agriculture related crafts/gifts
• Guided crop tours
• Garden/nursery tours
• Winery tours
• Historical agricultural exhibits
• Exotic animal farm
• Farm visits stays
• Mazes (corn, hay)

• Holiday visits/tours
• Hay rides
• Barn dances
• Petting zoo
• Photography/painting
• Camping picnicking
• Habitat improvement projects
• Bird watching
• Wildlife viewing
• Hunting dog training competition
• Trap skeet shooting
• Fee fishing
• Fee hunting
• Farm skills/ farm work

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• Product of the Partnership
• Assessment of existing agri-tourism attractions
  in Alabama.
• Comprehensive inventory that is updated
  periodically.
• High quality advertisements (print and web) to
  promote a single web site to allow tourists to
  identify agri-tourism attractions that are
  currently available to travelers.
• Web site that will identify, by category and
  location, agri-tourism attractions. Key will be
  keeping the site up-to-date.
• Marketing of Agri-Tourism Trail, including links
  with Partners web sites links should be
  prominently featured in each of these web sites.
• Development of a series of workshops, seminars
  and publications to assist farmers and
  entrepreneurs in the development of future
  agri-tourism attractions.
• Certification of attractions on the Alabama
  Agri-Tourism Trail.

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www.AlabamaAgriTourism.com
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• Alabama Bureau of Tourism and Travel
• Consult in the development of the assessment
  process.
• Assist in the development of the comprehensive
  inventory.
• Consult in the development of the web site and
  approve the final site prior to launching the
  site.
• Development of advertisement (print and web) to
  promote the web site
• Market the Agri-Tourism Trail promotion
• of web site in Alabama Travel Guide, etc.

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• Dept of Ag Industries
• Consult in the development of the assessment
  process.
• Assist in the development of the comprehensive
  inventory.
• Consult in the development of the web site and
  approve the final site prior to launching the
  site.
• Market the Agri-Tourism Trail promotion
• of web site in Department publications, etc.

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• Alabama Farmers Federation
• Consult in the development of the assessment
  process.
• Assist in the development of the comprehensive
  inventory.
• Consult in the development of the web site and
  approve the final site prior to launching the
  site.
• Market the Agri-Tourism Trail promotion
• of web site in agency publications, etc.

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• Alabama Cooperative Extension System
• Development of a comprehensive state-wide
  agri-tourism inventory.
• Periodic updating of inventory.
• Development of web site with close coordination
  with the other Partners.
• Maintenance of web site with periodic contact
  of all listed attractions to ascertain the
  validity of all entries.
• Market the Agri-Tourism Trail promotion
• of web site in Extension publications, etc.

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• Marketing Strategy
• Very limited marketing resources.
• Rely upon existing in-house personnel.
• Utilize agency/organizational web sites.
• Use in-house publications.
• Emphasize direct contact with clients and
  stakeholders.

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• Marketing Strategy
• Phase I
• Web site will initially be marketed toward
  potential attractions (farmers, entrepreneurs,
  agri-businesses, etc.) encouraging them to list
  their attractions as components of the Alabama
  Agri-Tourism Trail.
• Require a critical mass of attractions by both
  categories and geographic areas to have a viable
  trail to market to tourists.

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• Marketing Strategy
• Phase II
• Web site will be marketed to travelers once the
  comprehensive agri-tourism inventory has been
  established.
• Travelers will have additional opportunities to
  experience the heritage and culture of the local
  area.
• Communities will have additional
• attractions to include in their marketing
• mix and increase their tourism revenues.

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• Marketing Strategy
• Design Compatibility
• Each agency/organization will have the autonomy
  to market the web site as they desire.
• Intent is to use graphic advertisements that
  are compatible with the web site.
• ACES designed the web site
• ACES also developed a series of four graphic
  ads of varying sizes in both color and grayscale
  that
• have the look of the web site.
• Sizes vary from business card size to
• 8 1/2 x 11

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Marketing Examples
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• Desired Results of Partnership
• Added revenues for farmers and agri-businesses.
  
• Increased attractions for small communities
  develop critical mass of attractions.

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• Strengths of Partnership
• Shared goals and vision.
• Each partner is a strong, state-wide
  organization.
• Each has a significant role/niche.
• Each has made substantial contributions.
• Strong group ownership lack of egos.
• Informal, flexible organizational structure.

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• Weaknesses of Partnership
• Limited funding for the program.
• Lack of comprehensive inventory.
• All participation is voluntary.
• Active involvement is limited to a few
  individuals in each organization.
• Current activities focused on existing
  attractions.
• Quality control of listed attractions.
• Keeping web site current.

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• Future Projects
• Expanding listings.
• Expand marketing efforts.
• Continued development of web site.
• Workshops and seminars develop future
  agri-tourism attractions.
• Publications address critical issues
  (liability, marketing).
• Explore certification program.
• Develop a Regional Trail (??).

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• States with Agri-Tourism Web Sites
• Wisconsin visitdairyland.com
• California calatour.org
• Illinois agritourism.uiuc.edu
• Vermont vtfarms.org
• North Carolina ncagr.com/NCproducts/indes.htm
• Tennessee picktnproducts.org/tourism/index.htm
• Kentucky (west) thinkwestkentucky.com
• Alabama AlabamaAgriTourism.com