- Education and Training: decision support system, demonstration, display, extension, farmer to farmer, mentoring, networking, technical assistance, workshop
- Farm Business Management: agritourism, budgets/cost and returns, business planning, farmers' markets/farm stands, financial management, labor/employment, marketing management, new enterprise development, risk management, value added, whole farm planning
- Sustainable Communities: analysis of personal/family life, community development, community planning, employment opportunities, infrastructure analysis, leadership development, new business opportunities, partnerships, public participation, public policy, quality of life, social capital, social networks, urban/rural integration
Goals and Objectives:
The long-term goal of this project is the development of twenty clusters of profitable California agritourism operations that sustain producers and educate visitors about sustainable agriculture, are supported by the local agricultural and tourism communities, and contribute to the economic development of their communities. Specific short-term project objectives are:
- Increased confidence among 50 project participants in their ability to train and support producers in developing and promoting profitable agritourism operations by the end of the workshops.
- At least ten project participants will begin organizing agritourism planning workshops for producers in their communities by the end of the project.
- At least 30 project participants will participate in organizing agritourism development, support or promotional activities in their communities by the end of the project timeline.
- At least 50 agricultural educators will increase their understanding of the opportunities and challenges of agritourism by downloading California agritourism issues presentations by the end of the project.
- At least 100 agricultural producers will download agritourism activity-specific planning guides and budget templates by the end of the project.
Medium-term objectives (one year after the end of the project) are:
- 200 California agricultural producers will participate in agritourism planning workshops organized by project participants
- At least twenty project participants will report being involved in ongoing agritourism development, support or promotional activities in their communities.
- At least ten additional California agricultural educators or support professionals will begin organizing agritourism planning workshops for producers, using project-produced materials.
- At least 500 agricultural producers will download agritourism activity-specific planning guides and budget templates.
Long-term objectives (two to four years after the end of the project) are:
- 12 California counties, within the past four years, will have revised zoning ordinances to ease entry by agricultural producers into the agritourism industry.
- 300 California farmers or ranchers will have started agritourism operations within the past four years
- 30 California visitors bureaus will have increased promotion of regional agritourism operations and report increased public interest in agritourism activities.
- 10 new producer-based agritourism associations will be thriving, each with at least seven farmers or ranchers offering profitable agritourism activities, an internet marketing program, and support from local economic development and tourism professionals
- California agritourism operators will report average annual growth rates of ten percent in both agritourism revenues and numbers of visitors.
- Agritourism will be commonly understood among the California public to mean pleasurable and educational activities on California farms and ranches that helps sustain agricultural communities.