UKIAH, Calif. – With cutting-edge policies in place to support small family farmers and tourism, Lake County was held up as the agritourism model for the neighboring counties of Napa, Sonoma, Mendocino, Humboldt and Del Norte at the recent “Growing Agritourism” workshop.
Sponsored by the University of California Small Farm Program and the University of California Cooperative Extension, the workshop was held in Ukiah on Wednesday, Feb. 16, and drew participants and presenters from across the North Coast region of Lake, Mendocino, Napa, Sonoma, Humboldt and Del Norte counties.
Agritourism is defined as the, “business conducted by farmers or ranchers on their working agricultural, horticultural, or agribusiness operations for the enjoyment and education of visitors,” that is intended to promote farm products and to generate additional farm income, according to Ellie Rilla, co-author of “Agritourism and Nature Tourism in California,” a book that is practically required reading for any ag operator considering welcoming the public to their farm and presenter at the workshop.
Rillia also was a speaker at the event, discussing agritourism across Europe.
“You don't need a carnival,” explained Karen Bates of the Philo Apple Farm, “just let people see what you do in your daily life on the farm – that's what they want,” and they are willing to pay to participate, she added.
Bates further explained that co-marketing with other area businesses – talking up a nearby hotel, bed and breakfast, or restaurant, and then having them refer guests to you – is a key to success in rural areas that welcome urban tourists who are passionate about knowing and meeting local farmers.
She also cautioned participants to find their balance in maintaining enthusiasm – both for farming and the educating the public.
“If you lose your enthusiasm,” Bates noted, “you have nothing to sell,” and nearby urban areas have thousands – if not millions – of residents who care about local foods from small and sustainable family farms who are willing to buy an experience that you have to offer.
Richard Strom, director of Tourism Development for Visit Mendocino County, said that more than 70 percent of visitors to Mendocino County want locally grown food and many want an on-farm experience.
While exact statistics for tourism to Lake County cannot be generated due in part to a lack of a tracking mechanism – Mendocino County has a partnership between the Mendocino County Promotional Alliance and the Mendocino County Lodging Association that formed Visit Mendocino County, with representative board members and staff, to promote and track tourism to Mendocino County – urban visitors to Lake County should have similar desires.
That's because of the nationwide growth in interest of locally grown food, including the United States Department of Agriculture's launch of the “Know Your Farmer, Know Your Food” initiative.
With a long tradition in agriculture and cutting-edge polices that support agritourism operations, combined with the cleanest air in California, world-renowned Lake County Mountain Pears and walnuts, a rising reputation for award-winning wines, numerous farmers' markets, and two online ordering systems for locally grown foods (www.lakecountygrown.com and www.lakeco-op.org), Lake County is poised to expand agritourism operations as the enthusiasm for local food grows.
Speaking to the challenges of beginning an agritourism operation, Dan Desmond of Perini Ranch and Joey Luiz of Vigilance Winery, both in Lower Lake, noted that startup capital and managing urban visitors expectations to a rural area can be a challenge that requires planning.
Lake County Community Development Director Richard Coel spoke about proposed changes to the Lake County zoning ordinance which would benefit agritourism operators.
The benefits would come in the form of allowing wine tasting on 10-acre or larger vineyard sites without developing an on-site winery with approval of a minor use permit, allowing wine-related special events as part of winery or tasting room entitlement with approval of a minor use permit, relaxing permit requirements for commercial stables on 10-acre and larger parcels with equestrian-oriented special events, and simplifying the farmers' market permit process by allowing a market with a zoning permit at developed commercial and ag sites that have a permitted winery or another agricultural service establishment in operation.
The importance of social media for engaging the public in agritourism venues was presented by Christian Ahlmann of Six Sigma Ranch and Vineyards in Lower Lake.
Ahlmann gave participants statistics on why Facebook is an important tool to use – more than 500 million users, 50 percent of users log in each day, how to use it effectively and more.
He also noted that by connecting and commenting – or co-marketing – on other nearby venues and businesses, it entices your followers to plan their next vacation near you.
The “Growing Agritourism” workshop had more than 30 farmers or ranchers considering agritourism registered, as well as many tourism professionals, current agritourism operators looking for new ideas, and educators in attendance.
The local food movement – also referred to as “regional food” or “food patriotism” – is a “collaborative effort to build more locally based, self-reliant food economies – one in which sustainable food production, processing, distribution, and consumption is integrated to enhance the economic, environmental, and social health of a particular place,” according to Dr. Gail Feenstra, food systems analyst at the University of California Sustainable Agriculture Research and Education Program and the Agricultural Sustainability Institute.
Feenstra offered that definition in “Creating space for sustainable food systems: lessons from the field.” She presented at the“Growing Our Local Food Economy,” in Lakeport, as reported by Lake County News, in October, 2010.
The combination of the passion for local food, tourism, and the stunning natural beauty in Lake County can be an economic benefit to all of Lake County – residents and visitors alike.
For residents, it can mean an increase in food available locally, and for tourists, visiting a Lake County farm can mean an educational experience that can last a lifetime.
In full disclosure, this reporter presented on agritourism Web sites and the importance of listing events and information.
A list of Web sites is included below, where you can learn more about Lake County and other agritourism venues, events, farms and gardens.
www.lakecounty.com/things/Farms.htm
www.lakecounty.com/things/Wines/Wineries.htm
www.lakecounty.com/Accommodations/Type/farm.htm
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