Agritainment & Agri-tourism

Today, the economic existence of many family farms is being threatened by the modern global agricultural economy. To offset the lose of traditional farm income, many farms are taking advantage of their unique nostalgic, rural, family and outdoor appeal by developing entertainment attractions as additional sources of income. Entertainment on the farm is typically referred to as "agritainment" (agriculture plus entertainment) or agri-tourism. These options range from such strategies as u-pick-it or pick-your-own, petting zoos, hay rides, children's play areas and children's discovery farms to destination mazes, pumpkin patches, fall festivals, Halloween attractions, school field trips and farm markets and restaurants. One of the most successful independent entertainment destinations in the United States, Knott's Berry Farm, started as a traditional u-pick-it berry farm.

The White Hutchinson Leisure & Learning Group has extensive experience in the feasibility and design of all types of family and children's leisure and entertainment destinations including agritainment and agritourism. Many types of both commercial entertainment, leisure and dining facilities can be successfully adapted to become second, and sometimes the most significant, source of income for farms. We have worked with farms throughout the country since 1994 to develop and design successful agritainment businesses or grow existing ones, as we understand the unique market, financial and management considerations of agritainment/agritourism businesses.

We really enjoy our agritainment feasibility, design and consulting work. We learn a lot from the farmers we work with that can be applied to our other projects (talk about being resourceful with the dollar, just work with a farmer). Most of all, we enjoy seeing them succeed at a whole new business venture that moves them into the experience economy while still retaining their roots of farming and helps them preserve their multi-generational family properties.

Also see our article: Defining Agritainment as the 4th Level of Economc Value

Added Value in Today’s Economy: It’s all about the Experience

Randy White's February 4, 2014 presentation to the North American Farmer's Direct Market Association's Conference in Kansas City. Click here to download presentation as a PDF file.