Do your homework before opening farm gates to the public or the agritourism dream could become a financial nightmare
KNOXVILLE, Tenn. — Launching a new farm enterprise should begin long before the first customer arrives, says an agritourism operator.
Amy Ladd, who operates Lucky Ladd Farms at Eagleville, Tennessee, with her husband, Jason, spent a year researching and developing business plans and goals for her petting farm, playground and events venue.
“Look before you leap, re-evaluate your idea, rework ideas and make sure you’re ready to plunge,” she told delegates at the North American Farmers’ Direct Marketing Association annual conference this month.
“Taking time to learn and plan in advance can make a huge difference.”
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Ladd said it quickly became apparent that they needed more land if they wanted to become the state’s largest petting farm. As a result, they moved to a bigger location.
Ladd was moving into a county already full of similar well-developed businesses, so she knew hers had to be unique.
“I want to set myself apart,” Ladd said. “Our niche was animals.”
One hundred percent of profits were reinvested into the business during the first three years, while the family lived modestly.
The farm was self-sustaining by 2011 with numbers steadily growing to as many as 2,000 visitors daily and up to 83 employees during busy times.
Ladd visited the competition before opening, something she continues to do. She said it’s important to monitor other attractions and new ideas to see how they’re attracting business, check out what’s not working and ensure her attractions do not copy others.
“As customers, you see what customers are drawn to,” said Ladd.
“Model after a business doing things right.”
The Ladds opened in 2009, initially just in the fall.
“It’s great to dream, but if you don’t implement the plan, it’s just a dream,” she said.
They tested the waters with church groups and gradually added animals and attractions to attract more schools and area residents.
Ladd earmarked money for marketing, brochures, broadcast and print advertising and a website,luckyladdfarms.com.
She advised against listing everything on the website so that visitors get more than they expected at the farm.
She also recommended providing an adequate comfort level for guests.
“They want to come to a farm but don’t want to smell the farm. They want the convenience of the city with a farm experience,” said Ladd.
