Assessing Your Preferences, Options, and Goals

Assessing Your Preferences, Options, and Goals - Main

Assessing Your Preferences, Options, and Goals

A key point before venturing into farm/ranch recreation is to identify or revisit the real goals of the farm or ranch and to discuss these goals with all parties who may influence the decision-making. If any of the "partners" do not have the same goals, success will be limited and interpersonal stress may be the major result. ALL partners (this may be family members or outside interests) must meet together and seriously express their personal and business goals.

Define your goals

What kind of visitors do you want to attract?
What kind of guests can you attract to your farm/ranch with the operation you have today?
What kind of visitors will you be able to attract in the future?

One real market advantage of farm/ranch recreation is that potential clients are so numerous and there are so few operations offering this type of service. Using a shotgun approach to attract anyone and everyone is expensive and seldom effective without a massive advertising campaign. A more effective use of time and money is targeting a particular audience (e.g., sportspeople, families, retired persons, bird watchers, photographers, etc.) who may be interested in what your farm or ranch has to offer.

Let's start creating a profile of the customer you want to attract:

The ideal customer is __________________________________________.

Where does she/he live? (in-state or out-of-state/foreign) ____________________________________

Age composition (Young? Retirees? Variety?) ______________________
Single/Married? ___________________

Income Level $_____________ Party size and composition? ____________
Children? _______________________

Hobbies/Interests (hunting background/horse experience/photographers/etc.)

____________________________________________________________

What does she/he read? ______________________________________

What characteristics do you want in your guests?

Independent people who emphasize self-fulfillment and self-help? ________________

Action-oriented people? ___________________________

People seeking relaxation? ______________________________________

People who have a desire for entertainment and activities? __________________

This Fact Sheet was adapted by Desmond Jolly, Cooperative Extension agricultural economist and director, UC Small Farm Program, from the Agri-tourism Workgroup and Resources, Oregon Department of Agriculture.

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