Lindsey Pashow is the owner of Adirondack View Lavender in Keeseville, NY. Some of the lavender crop she grows ends up in body care products. Some is harvested by U-pick customers. But a large percentage is utilized in regularly scheduled wreath workshops.

Pashow is also an agriculture business development and marketing specialist with Cornell Cooperative Extension (CCE). She discussed some tips for creating and running an effective agritourism workshop during a CCE agritourism meeting.

Understand the Goal

Most growers see agritourism events as a way to diversify their income stream. But for Pashow, it goes beyond that.

“It’s also really about bringing people to your farm to be able to sell those on-farm products that have been grown on your farm,” Pashow said. Agritourism customers – in Pashow’s case, people coming to make lavender wreaths – are likely to make additional purchases at the farm store or gift shop. So, while a customer may come for an experience, such as making jam at a strawberry farm, they are also likely to leave the event with some additional strawberry products.

While customers are at your farm it is also a great time to share information about upcoming events.

Plan for an Event

Selecting event dates well ahead of time allows for proper planning and marketing. There are a number of considerations: location, contingency plans for bad weather and supply and inventory management.

Event planners must also think about who will instruct participants (Pashow brings in an instructor), how much time should be scheduled for each event and how much the event should cost.

At Adirondack View Lavender, Pashow sets up a 20-by-40-foot tent and temporary tables that serve two participants. Each 14-inch wreath uses 1,600 stems, so Pashow pre-bundles lavender into 40-stem bundles. She also does an inventory of her wreath supplies (wire, hoops, pliers, etc.) to make sure she has all the necessary supplies on hand.

Pashow has been conducting wreath-making workshops long enough to know that it takes two hours for a layperson to make a wreath. When planning for a new event, it’s important to complete a run-through ahead of time to decide how much time to block out.

Use a Registration Platform

Pashow is a fan of using an event platform that allows for online registration and payment.  “I highly encourage having a platform registration versus having people call your business. It just streamlines everything,” she said.

There are many platforms available; before selecting one, conduct some research to find a user-friendly option for both you as event organizer and for customers. Most of these platforms make it very easy to send confirmation and follow-up email communications.

Have a Cancellation Policy

According to Pashow, it’s critical to have a clear cancellation policy. At her farm, people can cancel up to 72 hours before the event. Her registration email clearly explains this policy, and she sends a follow-up email reminding people of the policy as the event nears.

The cancellation policy should also be posted in multiple locations. “It’s important to put that cancellation policy in the description of the event, at checkout and in an email reminder,” she said.

Lindsey Pashow is the vice-chair of the Global Agritourism Network’s Sustainable & Regenerative Agriculture & Agritourism Committee and owner of Adirondack View Lavender. Submitted photo

Market the Event

Having high quality photos and a concise, well-written description is the first step of marketing an agritourism event. It’s important to have photos of the finished product too. At Adirondack View Lavender, this means photos of completed lavender wreaths.

Then, think about what marketing channels will drive customers to the event. Pashow recommends using as many channels as possible: social media, business websites, word-of-mouth and local community event calendars.

But marketing doesn’t end after the initial advertisements. “There’s also a continuous pushing of that event about how many spaces you still have available. It’s just not that you stick it right on Facebook and Instagram and that people are just aware of it. It’s continuous information until the product is sold out and then letting people know when that product is sold out,” Pashow said.

Be Ready on Event Day

On the day of the event, Pashow hands her instructor the registration list and pays the instructor. She compared running an event to the “Great British Bake Off” reality show hosted by Paul Hollywood.

On the show, contestants have a predetermined amount of time to create their confections. Pashow, like Hollywood, helps keep participants on task and warns them of their waning time.

“I just keep pushing them and pushing them in order to get them to finish their class in that two-hour time because people talk, people bring snacks, and it will turn into a three- or four-hour workshop if you’re not careful,” Pashow said.

Remember Insurance

Farm businesses need to have insurance that covers agritourism events. Pashow said, “Make sure that you check the property to see if there’s any potential accidents that could happen. Have clear signage. Then you always want to ask your insurance company ‘Is it okay for me to be hosting these types of events on my property?’”

Then, of course, Pashow reminded event organizers to make sure the events occur within the timeframe of the insurance policy.

by Sonja Heyck-Merlin