Agritourism – a Community Approach
This workshop will show innovative and successful methods that farmers and their partners are using to develop and promote agritourism together in their communities. First, Penny Leff will give a short report on a case study of agritourism in Butte County, conducted by the UC Small Farm Program as part of a multi-state study of the place-based influences that contribute to successful agrtitourism cluster development. In Butte County, although agritourism is relatively young and undeveloped, farmers, tourism professionals, county staff, the hospitality industry and the Farm Bureau are all working together on a community effort to build agritourism as a viable part of the economy. The second speaker, Nicole Johansson, will share the steps she takes to create and market a successful annual collaborative agritourism event and her work with the wider community to grow regional agritourism. The final speaker will be Sean McCauley, of McCauley Olive Groves and Harvest Time in Brentwood, talking about how Harvest Time in Brentwood’s U-Pick and Farm Stand operators have recently modernized their promotions, organized an annual harvest festival for the community and are developing regional partnerships. Finally, we will open the conversation for questions and discussion with workshop participants about agritourism associations and related agritourism community building.