agritourism In South Carolina

agritourism
In
South Carolina
Connecting to our roots
What it is
Where it’s going
How we’re going to get there
Part I
what it is
agritourism defined
• Agritourism is the crossroads
between agriculture &
tourism; when an
agriculturally-based
operation opens its doors for
the public for Education,
Entertainment or Recreation
agritourism examples
ON FARM:
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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:
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Trail rides
Disc golf courses
Event & wedding rentals
Farm to Table dinners
Tastings
Demonstrations
On-farm shopping
agritourism examples
OFF FARM:
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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
The Facts
• Just over 33,000 farms
offered agritourism
and recreational
services in 2012 across
the United States
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
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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
$ 10,001 - $ 49,999
$ 50,000 - $ 99,000
$100,000 - $499,000
Over $500,000
76.6%
13.8%
2.6%
3.3%
3.7%
The facts
National Average Income to Farm Operator Household
On-Farm Income
Off-Farm Income
Average Household
Percentage off farm
2007
$5,539
$58,587
$64,117
91%
2012
$13,872
$75,201
$89,072
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
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Culinary tourism is one of the
most dynamic and creative
segments of tourism
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There were more than 27 million
culinary American leisure travelers
in the last 3 years
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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
Farm Bureau Federation
Lunch Speaker ‘Legislation for Agritourism’
Buddy Jennings
Lunch sponsored by SCDA
1:00
South Carolina Agritourism Association (SCAA)
Vision
Bylaws
Election of Board Members
2:00
Adjourn
(Board meeting to follow)
Helen Legare
Charter President, SCAA
For more info contact:
Jackie Moore
Agritourism Director
jmoore@scda.sc.gov
(803) 734-2144
www.agriculture.sc.gov
www.SCfarmfun.org