FEATURES
Advice on Ag-Tourism

by Anthony Hall
From farmers for farmers

In an effort to save the farm, they invested in the mazes designed by the American Maze.

When it comes to preserving farmlands, it is a constant battle. While battles are waged in town hall meetings and state capitals across the country, there is no better weapon in the arsenal for farmers than to simply run profitable farms.

In growing numbers, the weapon of choice includes a compromise. As sprawl moves closer and closer to farm country, some farmers are taking advantage of the reduced distance between themselves and their customers by opening farmstands or opening their farms to tours.

The age of sprawl, you might say, has spawned the age of agricultural tourism.

Deer and buffalo ranches are now tour-oriented. Maple syrup producers invite an audience. U-pick produce farms take advantage of their customer’s curiosity, their need for fresh air and their appetites for fresh foods—all in one swoop. Some farmers exploit harvest-timed holidays, especially Halloween. Some have opened bed and breakfast inns, restaurants or gift shops. One sheep farmer simply invites some friends over and hauls out his banjo. His farm, for five days each year, becomes bluegrass central, an event that some years “carries the farm,” he says.

The Amazing Maize Maze

Charleen Lawrence and her daughter and son-in-law, Joan and Doug Allen, have run The Amazing Maize Maze at Long Acre Farms in Macedon, N.Y., for 10 years. Some years, Joan said, 20,000 visitors make it to the farm.

In fact, the business has taken over. In its heyday, years ago, Long Acre Farm grew corn, wheat, soybeans and beans for processing, covering around 1,000 acres, but the processors have either turned to larger farms in the western part of the state or moved their operations completely out West, she said. “A lot of contracts went to [the] other side of the state or [they] didn’t want to send a field man out this way,” she said.

In response, The Amazing Maize Maze at Long Acre Farms expanded. They added the "Back 40 Play Area," which includes a track for tricycles, a huge jumping pillow, a giant slide and a giant slingshot, all requiring a ticket for admission.

In an effort to save the farm, they invested in the mazes designed by the American Maze Company. In the process, they have saved the farm, but largely gave up on the cash crop business.

Success, you might say, was one of the culprits.

Field corn mazes are not idle time killers. It can take 90 minutes or longer to find your way out as you go from station to station and try to map the many pathways.

Ninety minutes means visitors are thirsty and hungry; some, a small child for example, might be bored in the maze—and these are all business opportunities.

In response, the business expanded. They added the “Back 40 Play Area,” which includes a track for tricycles, a huge jumping pillow, a giant slide and a giant slingshot, all requiring a ticket for admission. They opened an ice cream shop and a gift shop, and they offer hayrides. Every year they add something new.

Joan’s advice is twofold. First, you need to be a people-person to switch from the relatively isolated business of farming to becoming a host to perhaps thousands of visitors.

Secondly, visitors climb on displays, park on wet lawns when you don’t want them to and, generally, invade your private space. The farm has been in her family for three generations; now it is open to thousands each year. “You need to develop a thick skin,” she said.

Cheese production is not a wildly exciting or dramatic event, but tours include an explanation of the process-from adding the cultures to turning the cheese wheels. Here, chevre drains in cheesecloth.

Lively Run

In Interlaken, N.Y., Susanne and Steve Mesmer milked up to 110 goats, but have cut back in recent years to 55, having figured out they could buy the milk needed to produce their chevre, feta and blue cheese. They market to health food stores and some supermarket chains. But, they also offer Saturday tours and, three years ago, opened a small gift shop. With a grant from Monroe County, they also put in an outdoor patio with picnic tables.

Ten to 20 visitors arrive each day and they have learned, Susanne said, to keep the barn clean and the flowerbeds in bloom—visitors like these small gestures.

One of the lessons from Lively Run is that production is, unto itself, entertaining. Cheese production is not a wildly exciting or dramatic event, but tours include an explanation of the process—from adding the cultures to turning the cheese wheels. They produce 600 pounds of cheese a week, having added blue cheese three years ago, and visitors are willing to listen to the explanation of how it is done. They tour the small plant, then visit the barns. If they want, they are allowed to practice milking a goat. Last on the tour is the gift shop, and this year they are hosting an open house, where they expect 200 or more visitors.

It has not been easy, however. They are an associate member of the Cayuga Wine Trail, which has been helpful, but when advertising drops, Susanne said, so does the tour business. They are spending this winter revamping their marketing plans.

Susanne says that advertising is essential—nobody visits a farm if they don’t know it’s there.

Secondly, she said, understand your audience. While becoming members of the local wine trail has helped, the wine trail attracts couples—often older couples. A goat farm, however appealing goat cheese may be to an adult’s taste, attracts families with younger kids who want to see and pet the goats. Once you understand your audience, you can plan events accordingly.

Pickin’ In the Pasture

Andy and Susanne Alexander not only run a sheep farm with a flock of 750 in mid-summer, they also run Pickin’ In the Pasture, a bluegrass festival that attracts as many as 2,500 people for a five-day event.

Bluegrass, Andy said, was an easy choice. A bluegrass audience is mostly sober and respectful, he said. “They’ve never damaged property, never gotten out of hand.” In addition, not by accident, Alexander plays banjo and guitar, Susanne plays bass and his son, Jesse, is an up-and-coming mandolin and fiddler player.

Planning for the concert started by looking at other festivals, Andy said. Each year, it starts again in September by looking for bands to book for the next summer’s festival.

Going into their 11th year, Andy said they started with an audience of 700. Once word got around that the concert was a success, it swelled to almost three times that.

On the downside, you have to expect 500 RVs parked on your pastureland—and you have to plan your fencing with some temporary arrangements. 

The couple built the front porch of their home to double as a stage. Beyond that, they bring in a shower and changing room facility, and set up musician-led workshops. They bring in portable toilets and a temporary kitchen to feed performers and the 40 volunteers that help each year.

They pay only the sound man and the performers. Everyone else volunteers and the proceeds rival the profits they make on the sheep each year. Depending on the price of lamb, “some years the sheep do better, other years, the festival carries the farm,” he said.

A festival, of course, does not have much to do with farming, other than making use of the wide-open space they have available. The festival, however, usually includes a sheep shearing or herding demonstration, and various tours and lectures on farming. Tickets for the last show ranged from $15 to $25 a day (depending on the day), and $70 for a four-day pass.

The lessons learned include not selling yourself short, Andy said. In the first years of the festival, they booked local and regional acts. Now they are braver, booking mostly national touring bluegrass bands.

Secondly, he said, working with the local community is a must. Besides clearing the facilities with the local health department, the local fire department is on hand to sell barbecued chicken and raffle tickets. That kind of goodwill helps bring in volunteers and keep the show running, he said.

Fly Creek Mill

With an 1854 water-powered cider press, the Fly Creek Mill was built to accommodate many of the orchards in the Herkimer, N.Y., area. Thirty miles from Cooperstown, however, the mill has become engulfed in the tourist business, bought in 1962 by Charlie and Barbara Michaels specifically for that purpose.

There are 7 acres of apples trees left from the original farm, but the mill still processes 20,000 gallons of cider a year, much of it frozen for customers who arrive in spring and summer.

As an ag-tourist business, the mill is among the most successful around. It draws 120,000 visitors a year and hires 35 to 40 people, who run the gift shop and press, the restaurant and bakery.

Today, the business is run by Bill Michaels, who continues to expanded marketing for the business.

Along with two breweries and the Bear Pond Winery, the cider shop has expanded marketing through the New York Department of Ag and Markets by joining together to form the Cooperstown Beverage Trail, an association that will share promotion costs. They have begun a new magazine called “Quench” to promote their products, and they have applied for marketing grants.

One tip, Michaels says, is to join or form groups. Officials deciding who gets grant money are more impressed if you represent a group, rather than a single business, he said.

The business, he said, is “product oriented.” They sell apple salsa, homemade fudge, cider and baked goods.

Besides the processing of cider and the impressive water wheel, a visit to Fly Creek is “a culinary experience,” he said. In that sense, food is exploited for its entertainment value.

Samples, he said, are a constant. Visitors watch the mill and sample the fudge or the maple candy or the baked items. Entertainment, he said, is a key principal to the ag-tourism business.

Lessons learned: “Make sure you’ve covered the basics,” he said. “Clean, modern restrooms, entertainment and food service. People want to eat, be entertained and use the restroom. Make sure that it’s all top-notch.”

The author is a freelance contributor based in Dryden, N.Y.