Evaluating the Fall Season

By Jane Eckert - Eckert AgriMarketing

Now that the fall season is over, it's the perfect time to evaluate your operation. What worked? What didn't work?

If you wait until 2005, your memory will be fuzzy and you won't be as motivated or make the time to go through the hassle of making changes. The farm marketers who use this "down" time to strategize and organize often find ways to increase revenue, which is every operator's goal.

Talk to your family and your key personnel to evaluate the following:

ADMISSION

If you charge admission, were people generally satisfied with your admission price or did you hear a lot of grumbling? Ask the staff members who collected the money. Often times the complaints are because people don't understand what's included in the price. Did you have a good sign at the entrance listing all the activities included in the price of admission? Did you hand out a flyer or a map so visitors would see all the activities offered and where to find them? Remember that value is perceived by the customers based on how much they get for their money.

Were the lines too long at the front gate where people pay the admission fee? If so, consider adding another person to collect admission during the peak times. Make entering the farm as fun and pleasant as possible.

If you use a pay-as-you-play system, compare the revenue from each of these activities vs. the costs of running the activity (labor, set up, upkeep, etc.) Are these activities making money? If not, can you afford to provide activities at a loss, even if families think they're fun?

Many farm marketers are reluctant to charge general admission, but this fee can provide a base of revenue that allows you to add new activities.

ATTRACTIONS

What is the best attraction you have for kids or for a family? Can you make it better? Do you offer activities to meet all age levels? If not, what else can be added?

What attraction or activity always seems to have a long line? How can you reduce those lines or, better yet, increase sales by taking food to these people? Consider having an employee "walk the line" - talking to the folks, selling a treat such as popcorn. Think about the easy way that vendors at baseball games "walk the aisles" and sell peanuts, ice cream and soda. Think about mimicking that approach.

FOOD CONCESSIONS

Are there long lines at your concessions? If so, then it's time to add more. But, don't just add another food booth, add additional food choices. Take the time now to decide where you'll place the booth and what kind of foods it will offer. Start looking for those vendors today. At many farms, operators are losing money because they don't offer enough food choices at enough concession booths. For food, the average sales-per-person should be about $3.00. How does your compare?

PUMPKIN SALES

The sales of pumpkins and fall harvest products (bundled corn stalks, straw bales, Indian corn, squash, gourds, painted pumpkins, etc.) can all add significant revenue to your operations. Do you prominently include these products in your displays? Do you make it easy for the customer to purchase them? Remember, now is the best time to evaluate your fall season. It can mean more revenue for 2005!

Jane Eckert is the founder of Eckert AgriMarketing (www.eckertagrimarketing.com), a full-service marketing and public relations firm that helps farmers to sell directly to consumers, diversify operations and become tourist destinations. She is also CEO of www.RuralBounty.com, a search directory for agritourism farms and ranches in North America. Jane can be reached at 314-862-6288 or you may email her directly.