COUNTRY LIFE IN BC • MARCH 2019 Agri-tourism has plenty of room for growth


Large, mobile population creates opportunities for BC farmers


by MYRNA STARK LEADER


ABBOTSFORD – Vancouver Island University associate vice-president Nicole Vaugeois mounted a strong case for agri-tourism as a means of farm diversification at the Pacific Agriculture Show in Abbotsford in January. Vaugeois oversees scholarship, research and creative activity for VIU, but also owns Broody Rooster Farm and Guesthouse south of Nanaimo. With 80% of Canadians


now urban dwellers, people are looking for places to seek solace, R&R and unique, authentic environments and products, she says. They want to meet producers, reconnect with nature and animals and teach themselves and their children about food and history. They also want to design their own adventures. With a population of 3.8 million, many of which travel multiple times a year, BC has a chance to boost agri-tourism activities. “Agri-tourism can provide an opportunity to speak to disengagement in farming by younger generations. A key is looking at how can I take what’s being done on the farm to make it more accessible and deliver an experience,” she says. While the default thought might be a corn maze or pumpkin patch, Vaugeois says the only limit is imagination – from events and festivals on the farm to overnight guests, to direct marketing and perhaps the biggest one – an opportunity to educate. “Teachers are looking for


ways to extend the curriculum through real experience,” she says.


She points to a study


showing 60% to 70% of agri- tourism supporters are local daytrippers and repeat customers. Another 2014


study from the western US shows agri-tourism benefitting farms through increased income, improved living conditions, new skill development and fresh on- farm job opportunities. The last one is big, given that many farms are intergenerational but the next generation may not be interested in production. “Young people then see an


opportunity to work on the farm, but in a different way, like flexing marketing, communications and management skills,” Vaugeois says.


Red flags However, optimism in the


sector isn’t without red flags. There can be upfront investment costs, rezoning, interference with farm life, financial risk and employee recruitment and retention issues. An additional challenge for farm operators is finding ways to market the intangible experience awaiting guests at the farm. “Most farm products are


tangible – things people can touch, taste and feel. But the most important thing to emember in agri-tourism is that it’s intangible. They have to imagine the experience before they arrive to entice them to visit,” she explains. For example, waking to the sound of a rooster might be described as, “Rising to nature’s alarm clock.” She points to goat yoga as a new phenomenon most goat farmers wouldn’t consider a desirable experience, but adds, “Sometimes we don’t value what we have on our farm because we live it every day.” Peoples’ desires for


accommodation options have also changed, benefitting agri-tourism. More people are looking for experiential stays. There’s also a return to camping and an increase in


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Nicole Vaugeois feels the only limit to agri-tourism possiblities is imagination. SUBMITTED PHOTO


glamping, which farms can offer. She says Europeans are using Farm Stay Canada to find experiences. “Go online, watch videos and talk to people to get inspired,” Vaugeois says. “What about hosting a birthday party or a wedding?” Parties and weddings have become easier with clearer guidance from the Agricultural Land Commission. People are


spending hours searching for wedding photo locations like the dilapidated old barn that a farmer might consider a mess rather than a beautiful backdrop. That’s something farmers can monetize. Vaugeois has seen farms successfully partner with other events, particularly the pairing of a farm and something artistic or creative, like a quilt show or art sale. Hosting events, even a private


function, can serve as a promotional tool. “Go visit other agri-tourism farms to see what they’re doing. Is there potential to collaborate on marketing investments, for example?” Vaugeois suggests farmers could start by learning more about the demographics of the people in their area and those who come to the farm


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