The term “agritainment” may be novel to many people. But it simply refers to any entertainment offered in an agricultural setting. These days, the opportunities for agritainment are trending upward and probably will be for the foreseeable future.
There are many reasons why this sector is on the rise. Farmers are looking for ways to supplement income beyond raising crops and livestock. And as the number of people who live in rural areas decreases, more urbanites are seeking novel experiences. There’s also the growing interest in fresh food and organic products.
Perhaps you’ve considered launching an agritainment business of your own. If so, be aware that you’ll need to develop a business plan, just as you would with any other enterprise. With your investment of time and money at stake, you don’t want to leave your venture’s success to chance. Here are a few things to consider before your agritainment business takes off.
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1. Get the Proper Equipment
Opening an agritainment business means you’ll be hosting visitors. It doesn’t matter whether it’s a corn maze, hayride, petting zoo, trail ride, fruit picking, or anything else. You need to make sure you have the right equipment for you, your staff, and your guests.
Necessary equipment may encompass a range of potential items, from way-finding signage to bathroom facilities. You may need to add fencing not only to corral critters, but also to corral customers who may stray off.
Corn mazes, while a ton of fun, are potential fire hazards. You’re one smoldering cigarette butt from a wildfire. Even if your visitor policies prohibit smoking, you’ll need to have fire extinguishers and a healthy water supply on hand.
If your guests are picking berries, they’ll need buckets. If they’re picking fruit, they’ll need baskets and perhaps ladders. And if you’re charging by the pound, you’ll need accurately calibrated scales.
During cooler months, bring on the Carhartt hoodies and work gloves for staff and make them available to guests as well. Offering merch to customers who show up without the proper gear is a great additional money-making opportunity.
Operating a business in the great outdoors presents unique challenges. You can’t control the weather. But you can plan accordingly for the expected and the unexpected.
2. Apply for All the Necessary Permits
You may be operating a business on privately owned farmland. But that doesn’t mean you won’t need permits to do so. Make sure you find out what state and local permissions you need long before opening day.
The sale of food and beverages is usually monitored by state governments. Concessions selling prepackaged food and bottled non-alcoholic beverages may require nothing. But selling fresh baked and cooked foods, homemade cider, and alcohol might be a very different story.
Some food prep may require a health department–approved commercial kitchen. If you don’t want the hassle of jumping through those hoops, you have other options. Invite food trucks and other local eating and drinking establishments to provide goods instead.
Check with the local fire department about any codes you need to comply with. For example, if your business involves customers entering a barn or other structure, there may be a maximum allowed occupancy. Trained pros can also give you guidance about that potentially hazardous corn maze.
Ask the municipal and county governments if you need an event permit for your business. You may need to purchase a business license. And city and local taxes on entrance fees and merchandise sales will likely apply.
Even if permits aren’t required in your area, turn to local planning and safety ordinances for guidance. There are health and safety requirements for certain events held at a city park, for example. It’s smart to adhere to them — even if they don’t strictly apply to your property — to reduce liability for potential accidents.
3. Market Your Venture Strategically
Marketing is critical to the success of any business, including an agritainment one. If you don’t have any marketing experience, you may want to seek professional assistance. Selling soybeans or calves at the sale barn doesn’t require marketing, so you may be out of your depth.
Begin with figuring out who your potential customers are and where they live. Prospects could include individual families or groups, such as schools, clubs, and other organizations. They may be people who live in your local area or region, or they may come from across the country or the world.
Once you have defined your target audience, you’ll need to reach them using the right communication vehicles. An ad in the local paper or flyers posted around town may be sufficient to capture the attention of the community. But the more distant your audience, the more complex your marketing may have to be.
How you market your agritainment business will also depend on whether it’s a seasonal venture or a sustained one. For seasonal events, such as a pumpkin patch, you may use most of your budget for a short burst of marketing. But for event venues, such as those for weddings and concerts, marketing will entail a consistent and prolonged effort.
You may or may not want to invest in a website, but you should at least promote your business on social media channels. A Facebook page and Instagram account are standard issue for any type of enterprise these days. Even if you’re seasonal, you’ll want to stay on the radar of potential customers all year around. Just ask the Chamber of Commerce.
You can take a chance on the if-you-build-it-they-will-come philosophy. But if you want your business to thrive, you’ll need to do some strategic marketing.
Shoot for the Stars
Launching any type of business requires careful thought and planning. If you fail to invest in those, you’re likely to fail. Before launch, make sure you have all the right equipment, permissions, and a robust marketing effort in place. Then count down and shoot for the stars. After all, they’re easier to see far from the city lights.
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