Deciding Which New Attraction Fits Your Business

Deciding Which New Attraction Fits Your Business
History of Jonamac Orchard
• Grandfather, Jerry bought
15 acre farm in 1984
• Focus on apples, farm market,
pumpkins & squash
• Kevin & Denice joined in
1993; expanded store &
bakery, added activities &
corn maze
• Jenna & Mike joined in 2012
to continue & expand apple
production, improve website
and social media, & take over
day to day operations.
A Little About the Farm
• Location: 60 miles west of Chicago
• 105 Acres
• Apples are #1! Primarily u-pick, 26 acres,
over 14,000 trees and over 30 varieties
• 10 acre Corn Maze (Haunted in October)
• 15 acre Pumpkin Patch
• Store and Bakery
Activities
•
•
•
•
•
•
•
•
•
•
Play Areas
Jumping Pillow
Hayrides
Apple Cannon and Launcher
Pumpkin Howitzer
Apple Train
Petting Zoo
Campfire Sites
Pony Rides
Live Music and Events
Pricing and Admissions
• No Admission to our
Farm or Parking Fee
• A la carte pricing with
“packages” available on
weekends
• After School Special
• Use “Huts” around farm
to provide convenient
locations for customers
to pay for activities
Starting That “New Attraction”
PLANNING
Write down ideas during the season:
What worked and what didn’t? Where can we
improve and what can we add?
Start with a giant list, and whittle it down to a “now”,
“next” and “future” plan
Discuss what you want and determine what you need.
Stick with your “theme”, stay true to who you are.
Making the Right Decision
• What are your goals? Will this help accomplish
them? Is it a quick fix or long term solution?
• Is this expanding on what you currently do, or are
you beginning a completely new endeavor?
• Visit farms and go to conferences to find out what
works and what doesn’t. No need to reinvent the
wheel. What would they do DIFFERENTLY??
• Listen to your customers, and try to improve their
experience.
The Master Plan
• Location
– Where does this attraction fit on your farm and
how does that work with your future ideas?
• Budget
• Legal Requirements
– Site zoning, building permits, insurance, licenses,
etc.
• Deadlines
Overview of Jonamac Orchard
Kitchen Expansion 2014
• Priority # 1: WE NEED MORE DONUTS!!
• Expand existing kitchen for extra donut machine
and workspace (about 400 sq. ft.)
• Keep it observational for customers
• Match existing building façade
• Sourced used equipment and worked with
contractors during planning to remain in budget
• Make sure to finish on time!! (May-August)
Before Kitchen Expansion
Under Construction!
Completed Construction (Outside)
Interior of Kitchen Expansion
Results of Kitchen Expansion
•
•
•
•
Project completed on time and within budget
Increased donut sales by 20%
Donut Line reduced to ZERO!
Busy day store sales increased 30%
Petting Zoo Addition
• We’ve contracted a local mobile petting zoo for
the last several years
– Pros: They had staff, covered clean-up, USDA
certified, and took care of animals year round.
– Cons: COST $12,000!!, and they kept the money
from food cups (No revenue for us!)
• We need to have a Petting Zoo, but wanted to
make it a more prominent feature
– Pros: Draws people here, another “farm”
experience, gains revenue
– Cons: Animal Care? (Seasonal business), USDA
license, cleanliness
• Designed a unique
building that stood out,
but still fit in with the rest
of our farm.
• Spoke to other farms for
suggestions on how many
animals and what kinds
– Went with ruminants,
equine, and chickens
because there were
less regulations than
cows and pigs (disease
transmission)
Location Woes
Building Almost Completed
Rear View of Barn During Construction
Not too
baaaad! How
about some
feed??
Goats enjoying their new Home!
That doesn’t look like a goat…
Admission and Pricing
• Admission included with
wristband on weekends
– $6 child, $4 adult
• After School Special
– $4 child, $2 adult
• Feed Cups Separate
• Add on to School Tour
($2/child and includes
feed cup)
Results of Petting Zoo
• Great feedback from
guests “We love the
barn!”
• Building 15% over budget
• 1st year of After School
Special, Successful!
• Food cup sales covered
employee labor costs
• Didn’t have to pay
another company!
Tell All About It!
• Share the process, and
experience!
• Telling others helps keep
your goals on track
• Give your customers
something to get excited
about
• Promote the new
items/attractions on your
farm
Facebook Contest to Name “Facebook” the Goat
Contact Us
Website:
www.jonamacorchard.com
Facebook:
https://www.facebook.com/jonamacorchard
E-mail:
Jenna@jonamacorchard.com
Mike@jonamacorchard.com