1

Utah Farm Bureau FederationMidyear Conference--2001

Greetings from Cache Valley and

Utah State University

2

Institute for Outdoor Recreation and Tourism

In 1998, Utah State Legislature approved Senate Bill 35...

To provide continuing funding to Utah State University...

To establish and support an interdisciplinary program of research, extension, and teaching...

3

Institute for Outdoor Recreation and Tourism

To provide a better understanding of the relationships between:

• outdoor recreation and tourism;

• natural resources management;

• community economic vitality;

• quality of life issues for the citizens of Utah.

4

Mission of the Institute

The Institute for Outdoor Recreation and Tourism (IORT) conducts a program of research,

extension, and teaching for the benefit of the people of Utah, our country, and the world,

directed at improving our understanding of the relationships between outdoor recreation and

tourism, natural resources management, community economic vitality, and quality of life.

5

Institute for Outdoor Recreation and

Tourism Extension Function

Provide an Extension Specialist in Outdoor Recreation and Tourism:

• To work with government agencies and officials, non-governmental organizations, and individuals in the private sector.

• To offer information, consultation and training sessions in outdoor recreation and natural resource-based tourism development.

6

New Ways to Make Money From Your Land?

Agricultural markets are changing. Consumers want more than the

traditional food and fiber commodities that have dominated U.S. agriculture.

Consumers want new kinds of products, higher quality food, and safe food.

7

New Ways to Make Money From Your Land?

Consumers want other things from agriculture as well, as increasingly they value a range of diverse amenities supported by rural lands:• Open space and countryside scenery• Clean air and water• Habitat for wildlife• Ecological services• Opportunities for outdoor recreation• Enjoyment of protected natural lands

8

New Ways to Make Money From Your Land?

Consumers want the environment nourished and an agricultural system that does not harm the environment nor threaten human health.

Many agricultural entrepreneurs see opportunities in these growing market areas.

9

New Ways to Make Money From Your Land?

Agricultural entrepreneurs are diversifying their enterprises and adding income through producing for specialty or niche markets and providing services for a visiting public.

Such strategies are giving some producers a competitive advantage in the marketplace today.

10

New Ways to Make Money From Your Land?

One alternative for improving the incomes and potential economic viability of small farms, ranches, and rural communities.

Agricultural Tourism

11

Some Trends in Tourism...

Many people are taking more frequent, shorter vacations, rather than one long vacation each year.

There is a growing interest in vacations that involve doing or experiencing, and learning.

Tourists are most often interested in experiencing a package of activities.

12

Develop a Package of Activities & Experiences

Today’s tourists are willing to pay for quality experiences, services and products, but there must be enough activities and places to visit.

Develop a quality package of activities and experiences to both attract visitors and convince them to make an extended trip.

13

As Part of a Package…

Natural Allies: Agricultural Tourism

Outdoor Recreation

Nature Tourism

Heritage Tourism

14

A Package of Tourism Experiences

Increasing interest in experiencing the activities of the farm or ranch for agricultural tourism.

Steady public interest in the use of our natural resources for outdoor recreation activities.

Growing interest in our significant cultural and historic resources for heritage tourism.

15

What is Agricultural Tourism or Agri-Tourism?

The act of visiting a working farm,

working ranch, or any agricultural,

horticultural, or agribusiness operation...

16

What is Agricultural Tourism or Agri-Tourism?

...for the purposes of enjoyment, education, and active involvement in a variety of activities and experiences.

17

Agri-Tourism

Merges the world of travel with experiences of farming, ranching, and our agricultural system.

Lets the traveling public: • interact directly with

farm or ranch families and workers;• experience a variety of agriculturally-related

experiences and activities.

18

Agri-Tourism

A service-oriented business conducted by a farm or ranch operator for the enjoyment and education of the visiting public;

To promote the agricultural products and experiences of the operation, and thereby generate additional farm or ranch income.

19

Agri-Tourism includes...

Dude or Guest Ranches

Pick Your Own Produce

Roadside Stands

Farm and Ranch Educational Tours

Farm and Ranch Bed & Breakfasts

Agricultural Heritage Festivals & Fairs

Tasting Events

Ag Museums

20

Agri-Tourism is Value Added Complementary Items or Activities

On-Farm/Ranch Camping

Fishing & Hunting Guided Tours

Wildlife Observation Birdwatching

Nursery Plants

Honey

Local Arts & Crafts

A Place to EatRefreshments

“Your Ranch” T-Shirts

Outdoor Recreation

Heritage Activities

Wild Flowers

Gardens

21

Outdoor Recreation

Remains among the top purposes for leisure travel in the U.S.

Almost 80% of tourists say scenery is one of their top considerations in selecting a destination for travel.

22

Outdoor Recreation

Fastest growing recreation activities: birding/wildlife observation walking/hiking/backpacking snowmobiling/OHV driving bicycling/mountain biking snow skiing/snowboarding swimming canoeing, kayaking, rafting

23

Nature Tourism

Nature Tourism, particularly wildlife watching and birdwatching,

...is one of the fastest

growing sectors in the travel and tourism

industry.

24

Nature Tourism and Tourists

Discretionary travel to natural areas that conserves environmental, social, and cultural values, while generating an economic benefit to the local community.

Travelers who spend time and money to experience nature and the outdoors, and learn more about a particular destination with a concern for minimum impact and sustainability.

25

Activities for Nature Tourists

Bird & Wildlife Observation Bird & Wildlife Festivals Highlighting Wildlife Migrations Interpretive Signs, Stations, Waysides

and Trails for Wildlife Viewing Educational Programs

26

Agri-Tourism Operators

Can cultivate the Outdoor Recreation and Nature Tourism markets’ potential:• by offering opportunities for a variety of

activities and experiences;• by restoring wildlife habitat and protecting

riparian areas and wetlands;• by creating favorable conditions for

songbirds and other wildlife.

27

Heritage Tourism

Discretionary travel to areas rich in significant cultural and heritage resources worthy of preservation

28

Heritage Tourism & Tourists

Conserves local social and cultural values, while generating an economic benefit to the local community.

Heritage Tourists spend time and money to experience local culture and heritage, and learn more about a particular destination.

29

Heritage Tourists

Reason for travel is most often for entertainment and enjoyment through experiencing a variety of activities related to local culture and heritage.

30

Heritage Tourism Activities

Festivals & Special Events

Museums

Visits to State/ National Parks

Shopping & Dining

Arts & CraftsMusic Song

Dance

Historic Buildings Architecture Rendezvous

Gatherings

Traditions & History

Interpretation Guided Tours

Living HistoryDriving Tours

Scenic Vistas

Ethnic Foods Heritage Sites

31

Utah Heritage Themes

Native American History & Culture Early Exploration

• Spanish Trail• Mountain Men

Mormon Colonization Homesteading Pony Express, Mining, Railroads

32

Agri-Tourism Operators

Can cultivate the Heritage Tourism markets’ potential by:•offering opportunities for a variety of cultural & heritage experiences;

•preserving cultural and heritage resources;•telling the story… revealing the meaning and relationships of cultural heritage through first-hand involvement with objects & artifacts, sites & landscapes.

33

Critical Elements for Agri-Tourism Operators

A sincere interest in visitors and willingness to spend time with them

An outgoing personality; patience and perseverance

Sufficient land and water resources in an attractive setting

Supporting services and infrastructure

34

Critical Elements for Agri-Tourism Operators

Capital finances for start-up and conversion costs

Good organizational skills

Accessible location to nearby populations and markets

Strong spousal and family support

35

Other Considerations...

Liability and Risk Management County/State Codes & Regulations Developing a Business Plan Marketing Assistance Starting small and then building

the tourism business over time Agri-Tourism as a component of a

county-wide/region-wide tourism plan

36

Cooperation/Collaboration with other tourism-oriented businesses

Banding together of agri-tourism operators with other businesses in a community to develop and promote overnight get-a-way packages is one opportunity for expanding business and economic impact in a community.

A group of communities can work together and promote their whole area or region.

37

Institute for Outdoor Recreation and TourismCollege of Natural Resources

Utah State University

Dr. Steve BurrAssociate Professor of Recreation Resources

Director, Institute for Outdoor Recreation and Tourism Extension Specialist in Outdoor Recreation and Tourism

Institute for Outdoor Recreation and Tourism Utah State University

5220 Old Main HillLogan, Utah 84322-5220Office: (435) 797-7094FAX: (435) 797-4040

E-mail: swburr@cnr.usu.edu

Visit the IORT Website at www.cnr.usu.edu/iort