Rural residents wanting extra income may want to consider the appeal of
things in their own backyard.
Those grasslands, marshes, lakes and woodlands are what urban dwellers
yearn for, especially if they come with a bit of rural hospitality.
“To urban people these are amazing things,” said Jim Irwin, owner of a
guest ranch at Lake Audy, Man. “You can market these resources as rural
adventures.”
Urban people want fishing, boating, hunting and rural adventures. Irwin
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said there is tremendous demand for packages that cater to fly fishers
and hunters.
However, he said there also is demand for rural destinations that can
provide milder offerings such as wildlife viewing, nature hikes and an
opportunity to experience rural life and cuisine.
While speaking at a direct farm marketing conference in Brandon this
month, Irwin listed areas to think about before jumping into such an
endeavour:
- Assess your talents and abilities as well as your likes and dislikes.
One of the key talents is an ability to work with the public.
Agri-tourism, as Irwin puts it, is the people business.
“When you’re dealing with the public, you can’t have a bad day. Or if
you’re having a bad day, you can’t show it.”
A rural adventure can be as simple as hosting urban guests for a day,
letting them experience farm life and a home-cooked meal.
However, people need to think about the intrusion on their lives and
their families. Not everyone in the family may be comfortable with it.
- Research existing businesses and learn what they have to offer. That
can prevent duplication in a local market. It can also provide ideas
for your own venture, including how much to charge guests. Country
vacation associations can be a good place to start that research.
- Start small and gradually grow the business according to demand. Many
of the people in agri-tourism know that it can take years before their
ventures start turning a profit.
“Don’t go out and take out a great big loan,” Irwin said.
- Become familiar with the other attractions, events, businesses and
recreational facilities in your community and region. They can be
combined with your service to make an appealing rural adventure
package. Networking can help raise the profile of your enterprise.
- Marketing will be a crucial aspect of the business. Country vacation
associations, provincial travel guide booklets and posting a website
might be options. Word of mouth can provide valuable advertising,
provided your customers leave satisfied.
Distributing brochures can also be a useful and can add credibility if
well prepared, said Irwin. An accurate description of what’s being
offered is a must so that clients do not leave feeling that they have
been misled.
- Once the venture is established, keep the home or yard site tidy.
Aesthetics are important.
The kinds of ventures talked about by Irwin typically provide a
supplemental income rather than evolving into a full-time occupation.
For him, one of the greatest benefits of having a guest ranch has been
meeting interesting people from all walks of life. He also regards his
enterprise as a way to increase urban awareness of agriculture and
rural life.
