Increasing numbers of North American farms are offering tours to school-aged children as part of their marketing mix.
“When we say school tours, we mean experiential, for-profit, customized education programs,” says Kerry Engel of Alberta Agriculture’s farm direct marketing initiative in Westlock.
“Today’s school tours offer a variety of components that create value for the student and teacher. Hands-on activities, a take-home component and fun are the elements of a successful farm school tour.”
Engel said many children fall into the age bracket for school tours.
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“For example, enrolment in kindergarten to Grade 3 in just the Edmonton public school system is about 14,000 students. This doesn’t include the Edmonton Catholic school system, surrounding school systems in greater Edmonton and area, play schools, day cares, summer programs, home-schooling associations, mothers’ groups or children in Grades 4-6.”
Engel said proper market research is necessary to find out what potential customers want.
Some tips can be learned from Susan Marchand and Linda Wellings of Shelburne Farms, a nonprofit environmental education centre and national historic site in Shelburne, Vermont. The farm was built in the late 1800s as a model agricultural estate.
“According to Susan Marchand and Linda Wellings of Shelburne Farms, you need to connect with schools and their curriculum. They suggest that to find out what teachers want, invite them to your farm for a visit and tour of your facilities,” Engle said.
“Arrange a meeting with teachers to brainstorm curriculum-based ideas for programs at your farm. You can also recruit a friend or family member who teaches school to help you prepare.”
Shelburne Farms also notes that successful school tour ventures have developed objectives for their field trips.
Engel said entrepreneurs must decide what they want children to learn at their farm and then connect it to the curriculum. Farmers who operate school tours use a variety of teaching methods, including hands-on, discovery-based, interactive and interdisciplinary learning activities.
Possible hands-on activities include:
- Planting or harvesting.
- Going on a hayride.
- Visiting a hen house.
- Learning how a windmill works.
- Feeding ducks.
- Playing on a wooden tractor.
- Making a scarecrow.
Tours can also include written and verbal presentations, a take-home colouring book and fresh farm products.
“If possible, divide classes into small groups (10 children to one adult). Be flexible and have fun,” Engel said.
