|
Opening your farm to the public can be both challenging and
rewarding. Events can range from a simple open house for friends
and neighbors to a multi-day, large event with a myriad of
vendors, numerous targeted audiences and a busy schedule of
events. For those attending, it is the overall experience
that will differentiate direct marketing attempts from successful
agritourism. Here is the basic blueprint we have used with
great success throughout the history of Star Events at WoodsEdge
Wools Farm.
Develop Strategies for Success - An event outline
is very important to the success of your farm event.
- Make sure the purpose for the event is important enough
to merit the time and expense needed to properly stage,
publicize and evaluate the event.
- Carefully match the type of event to the purpose that
it serves. Do you want to reach out to new breeders, thank
your current clients or educate the community?
- Start planning at least three months, and in many cases,
up to a year ahead of time.
- Create checklists and time lines to help you manage the
event.
- Develop ways to evaluate the event's success. Measurable
event objectives may include attendance or products sold.
Create a Budget - The budget should be specific, and
include revenue (sponsorship, ticket sales, and product or
animal sales) as well as expenses (printing, permits, insurance,
speakers, food, supplies, and staff).
Consider Logistics - Major areas to consider and plan
for include: size of space or building used, utility support
needed, setup (tables and chairs, tents, portable toilets,
signage); parking, cleanup, emergency plans and public services
such as police and fire departments, liability and property
insurance coverage.
Plan Publicity - Where and how you advertise and publicize
your event will determine the response you get. Promoting
a special event takes creative thinking balanced with practicality.
The primary objective is to publicize the event, but secondary
objectives should be considered.
- Are you trying to inform, educate, entertain, sell products
and services or a combination?
- Are you trying to generate greater awareness of an industry
or increase attendance at the event?
- Are you trying to facilitate good community relations?
Evaluate the Event - Take time to evaluate an event
while the details are fresh. You may want to consider having
a questionnaire for participants to complete. Some general
evaluative criteria include:
- Did the event fulfill its goals and objectives? Why or
why not?
- Identify what worked and what needs fine-tuning.
- Was the event well attended? Was the demographics of those
attending well-matched with event goals?
- Was informal and formal feedback about the event positive?
- Given all that went into staging, was it worth doing?
 Finally,
it is very important to remember to celebrate your achievements
and to thank all those who contributed.
Events held at WoodsEdge are open to other breeders who would
like to market their animals. Contact us about marketing your
animals at the Spring
Fling Sale, National
Alpaca Farm Days, and Thanksgiving
at the Farm. If you would like to learn more about the
specifics of hosting your own farm event, enroll in the Farm
Events portion of WoodsEdge Farm
Apprentice to Success Program. For more information on
either, call (609) 397-2212 or email wwfalpaca@aol.com.
|
