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Tourism Development Through PublicPrivate Partnerships The Alabama AgriTourism Trail

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Title: Tourism Development Through PublicPrivate Partnerships The Alabama AgriTourism Trail


1
Tourism Development Through Public-Private
Partnerships The Alabama Agri-Tourism Trail
Southern Community Development Educators May 19,
2004 Tampa, FL
2
Alabama Agri-Tourism Partnership
  • Partners
  • Alabama Bureau of Tourism and Travel
  • Alabama Cooperative Extension System
  • Alabama Department of Agriculture and Industries
  • Alabama Farmers Federation
  • Established June 2003

3
  • Purpose
  • Short term develop and market existing
    agri-tourism attractions through the Alabama
    Agri-Tourism Trail
  • Long term develop a series of workshops,
    seminars and publications to assist farmers and
    entrepreneurs in the development of future
    agri-tourism attractions.

4
Agri-Tourism a commercial enterprise at any
agricultural operation, including horticultural
and agribusiness, conducted for the enjoyment of
visitors that generates supplemental tourism
income for the owner.
5
  • Activities Attractions
  • Farm tours
  • Bed Breakfasts
  • Roadside stands markets
  • U-pick operations
  • On-farm sales
  • Festivals or fairs
  • Agriculture related crafts/gifts
  • Guided crop tours
  • Garden/nursery tours
  • Winery tours
  • Historical agricultural exhibits
  • Exotic animal farm
  • Farm visits stays
  • Mazes (corn, hay)
  • Holiday visits/tours
  • Hay rides
  • Barn dances
  • Petting zoo
  • Photography/painting
  • Camping picnicking
  • Habitat improvement projects
  • Bird watching
  • Wildlife viewing
  • Hunting dog training competition
  • Trap skeet shooting
  • Fee fishing
  • Fee hunting
  • Farm skills/ farm work

6
  • Product of the Partnership
  • Assessment of existing agri-tourism attractions
    in Alabama.
  • Comprehensive inventory that is updated
    periodically.
  • High quality advertisements (print and web) to
    promote a single web site to allow tourists to
    identify agri-tourism attractions that are
    currently available to travelers.
  • Web site that will identify, by category and
    location, agri-tourism attractions. Key will be
    keeping the site up-to-date.
  • Marketing of Agri-Tourism Trail, including links
    with Partners web sites links should be
    prominently featured in each of these web sites.
  • Development of a series of workshops, seminars
    and publications to assist farmers and
    entrepreneurs in the development of future
    agri-tourism attractions.
  • Certification of attractions on the Alabama
    Agri-Tourism Trail.

7
www.AlabamaAgriTourism.com
8
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11
  • Alabama Bureau of Tourism and Travel
  • Consult in the development of the assessment
    process.
  • Assist in the development of the comprehensive
    inventory.
  • Consult in the development of the web site and
    approve the final site prior to launching the
    site.
  • Development of advertisement (print and web) to
    promote the web site
  • Market the Agri-Tourism Trail promotion
  • of web site in Alabama Travel Guide, etc.

12
  • Dept of Ag Industries
  • Consult in the development of the assessment
    process.
  • Assist in the development of the comprehensive
    inventory.
  • Consult in the development of the web site and
    approve the final site prior to launching the
    site.
  • Market the Agri-Tourism Trail promotion
  • of web site in Department publications, etc.

13
  • Alabama Farmers Federation
  • Consult in the development of the assessment
    process.
  • Assist in the development of the comprehensive
    inventory.
  • Consult in the development of the web site and
    approve the final site prior to launching the
    site.
  • Market the Agri-Tourism Trail promotion
  • of web site in agency publications, etc.

14
  • Alabama Cooperative Extension System
  • Development of a comprehensive state-wide
    agri-tourism inventory.
  • Periodic updating of inventory.
  • Development of web site with close coordination
    with the other Partners.
  • Maintenance of web site with periodic contact
    of all listed attractions to ascertain the
    validity of all entries.
  • Market the Agri-Tourism Trail promotion
  • of web site in Extension publications, etc.

15
  • Marketing Strategy
  • Very limited marketing resources.
  • Rely upon existing in-house personnel.
  • Utilize agency/organizational web sites.
  • Use in-house publications.
  • Emphasize direct contact with clients and
    stakeholders.

16
  • Marketing Strategy
  • Phase I
  • Web site will initially be marketed toward
    potential attractions (farmers, entrepreneurs,
    agri-businesses, etc.) encouraging them to list
    their attractions as components of the Alabama
    Agri-Tourism Trail.
  • Require a critical mass of attractions by both
    categories and geographic areas to have a viable
    trail to market to tourists.

17
  • Marketing Strategy
  • Phase II
  • Web site will be marketed to travelers once the
    comprehensive agri-tourism inventory has been
    established.
  • Travelers will have additional opportunities to
    experience the heritage and culture of the local
    area.
  • Communities will have additional
  • attractions to include in their marketing
  • mix and increase their tourism revenues.

18
  • Marketing Strategy
  • Design Compatibility
  • Each agency/organization will have the autonomy
    to market the web site as they desire.
  • Intent is to use graphic advertisements that
    are compatible with the web site.
  • ACES designed the web site
  • ACES also developed a series of four graphic
    ads of varying sizes in both color and grayscale
    that
  • have the look of the web site.
  • Sizes vary from business card size to
  • 8 1/2 x 11

19
Marketing Examples
20
Marketing Examples
21
Marketing Examples
22
Marketing Examples
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Marketing Examples
24
Marketing Examples
25
Marketing Examples
26
Marketing Examples
27
Marketing Examples
28
Marketing Examples
29
  • Desired Results of Partnership
  • Added revenues for farmers and agri-businesses.
  • Increased attractions for small communities
    develop critical mass of attractions.

30
  • Strengths of Partnership
  • Shared goals and vision.
  • Each partner is a strong, state-wide
    organization.
  • Each has a significant role/niche.
  • Each has made substantial contributions.
  • Strong group ownership lack of egos.
  • Informal, flexible organizational structure.

31
  • Weaknesses of Partnership
  • Limited funding for the program.
  • Lack of comprehensive inventory.
  • All participation is voluntary.
  • Active involvement is limited to a few
    individuals in each organization.
  • Current activities focused on existing
    attractions.
  • Quality control of listed attractions.
  • Keeping web site current.

32
  • Future Projects
  • Expanding listings.
  • Expand marketing efforts.
  • Continued development of web site.
  • Workshops and seminars develop future
    agri-tourism attractions.
  • Publications address critical issues
    (liability, marketing).
  • Explore certification program.
  • Develop a Regional Trail (??).

33
  • States with Agri-Tourism Web Sites
  • Wisconsin visitdairyland.com
  • California calatour.org
  • Illinois agritourism.uiuc.edu
  • Vermont vtfarms.org
  • North Carolina ncagr.com/NCproducts/indes.htm
  • Tennessee picktnproducts.org/tourism/index.htm
  • Kentucky (west) thinkwestkentucky.com
  • Alabama AlabamaAgriTourism.com
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