If you own a farm (or are considering purchasing one), and want to build new revenue streams, bring in new customers, and make your business more sustainable year-round, agritainment might be the answer.
From pumpkin patches to farm-to-table dinners, more Americans are looking for ways to combine fun and educational activities. There’s tons of opportunities for farm events and attractions to fill that need. But starting an agritainment business isn’t as simple as just letting the public visit your farm. It requires a savvy business strategy and effective marketing plan to be successful.
This guide is designed to give you an overview of the important considerations you need to know before starting an agritainment business. Let’s dive in!
What is Agritainment?
Before we jump into the guide, let’s clarify what we mean by “agritainment business”. Agritainment is a combination of agriculture and entertainment, where farms or agricultural operations provide recreational, educational, or entertainment activities for visitors. It transforms a working farm into a destination where people can experience farm life, learn about agriculture, and enjoy unique activities in a rural setting.
The term encompasses a wide range of activities that blend farming with fun, education, and community engagement.
Agritourism is closely related to agritainment, but typically describes destination entertainment or farm events with longer stays. For example, instead of visiting a local farm for the afternoon, agritourism customers might book a weekend stay complete with cooking workshops, gardening demonstrations, wine tasting or other activities.
Examples of Agritainment Activities
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Seasonal Attractions
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Corn mazes, pumpkin patches, sunflower fields, Christmas tree farms.
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Holiday-themed events like haunted hayrides or Easter egg hunts.
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Interactive Farm Experiences
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U-pick operations (e.g., strawberries, apples, pumpkins).
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Petting zoos or feeding farm animals.
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Farm tours or milking demonstrations.
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Outdoor Adventures
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Horseback riding, ziplining, or hiking through scenic farm trails.
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Fishing, paddle boating, or hayrides.
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Educational Opportunities
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Workshops on farming, gardening, or cooking.
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Farm-to-table dinners highlighting local produce.
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School field trips or agricultural classes for kids.
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Special Events
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Weddings, corporate retreats, or birthday parties hosted on the farm.
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Festivals like harvest celebrations, farmers' markets, or craft fairs.
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Why Start an Agritainment Business?
The global agritourism market was estimated at $73.2 Billion in 2024 and is expected to reach $205.6 Billion by 2033, so it’s growing faster than most industries. There is huge demand among consumers looking for family-friendly fun, unique experiences, educational activities, or a rural escape.
But agritainment offers more than just financial benefits. Here’s a breakdown of the key advantages:
1. Diversified Income Streams
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Supplement Farm Revenue: Agritainment allows farmers to generate income beyond traditional agriculture. For example, a pumpkin patch or corn maze can provide seasonal earnings.
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Steady Cash Flow: Activities like farm tours, petting zoos, or weddings can create year-round income.
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Product Sales: Visitors often purchase fresh produce, farm-made products (jams, honey, candles), and souvenirs.
2. Sustainability and Scalability
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Scalable: Agritainment businesses can start small (e.g., a U-pick operation or seasonal corn maze) and grow over time by adding more activities, infrastructure, or events based on demand.
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Economic Resilience: Agritainment reduces dependence on crops or livestock yields, which can fluctuate due to weather or market conditions.
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Land Optimization: Idle or underused areas of your farm can be repurposed to activities, boosting profitability.
3.Community Awareness and Engagement
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Education: Visitors gain a better understanding of farming practices, sustainability, and food production.
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Connection to Agriculture: Agritainment bridges the gap between urban and rural communities, fostering appreciation for farmers.
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Local Partnerships: You can collaborate with schools, event organizers, and local businesses for mutual benefit.
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Events: Hosting community events like festivals, farm-to-table dinners, or charity fundraisers builds goodwill.
4. Tax and Grant Opportunities
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Some local governments and organizations offer tax incentives or grants to farms engaged in agritourism or agritainment.
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Agritainment can help farms qualify for preservation programs by keeping the land actively used.
5. Preservation of Family Farms
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Economic Viability: The additional revenue can help keep family-owned farms operational and passed down to future generations.
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Cultural Heritage: Agritainment can preserve traditional farming practices and rural lifestyles by sharing them with visitors.
6. Job Creation
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Agritainment businesses often require hiring seasonal or permanent staff for activities, tours, or events. This benefits the local economy by creating employment opportunities.
Starting an Agritainment Business
Starting an agritainment business can be a great way to diversify your farm’s income and attract visitors to your property. Here’s a step-by-step guide to help you get started:
1. Assess Your Farm’s Potential
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Land and Resources: Evaluate the size, layout, and features of your farm (e.g., fields, barns, ponds, orchards, etc.).
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Unique Features: Identify aspects that could set your farm apart (e.g., scenic views, historical elements, or specific crops).
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Proximity to Urban Areas: Consider your farm’s location and how far it is from your target market. If you’re relatively close to a population center, consider activities like haunted attractions and corn mazes that visitors can complete in a few hours. If your location is more remote, agritourism might be a better business model. Consider offering overnight stays or weekend workshops.
2. Choose Your Agritainment Activities
Think about activities that align with your farm's resources, your skills, and your target audience. Popular agritainment ideas include:
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Seasonal Attractions: Corn mazes, pumpkin patches, sunflower fields, or hayrides.
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Interactive Experiences: U-pick fruits/vegetables, petting zoos, or farm tours.
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Events: Farm-to-table dinners, weddings, or festivals.
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Educational Programs: Workshops on farming, gardening, or cooking.
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Adventure Activities: Ziplining, hiking trails, or horseback riding.
3. Understand Your Market
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Target Audience: Families, schools, tourists, corporate groups, etc.
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Research Demand: Visit similar agritainment businesses to learn what works in your region.
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Seasonality: Plan around peak demand periods like holidays, weekends, and seasons.
4. Plan Your Business
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Business Model: Decide if you’ll charge entry fees, sell tickets for individual activities, or earn revenue through product sales (e.g., farm produce, gifts).
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Budget: Determine the costs for setup, marketing, staffing, and maintenance.
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Insurance: Protect your business with liability insurance to cover potential accidents.
5. Develop Your Site
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Infrastructure: Set up parking, restrooms, and signage to handle visitors.
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Safety: Ensure pathways, equipment, and activities meet safety standards.
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Amenities: Consider adding food stands, picnic areas, or gift shops to enhance the experience.
6. Secure Licenses and Permits
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Check with your local government for zoning laws and necessary permits.
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Obtain food handling permits if selling prepared foods.
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Ensure compliance with health and safety regulations.
7. Set Up Ticketing and Payments
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To generate revenue, you’ll need a way to accept payments from your customers.
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Choose a ticketing platform that allows you to accept payments online and in person.
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Decide which type of admission you plan to offer, along with any products or upsells you want to include.
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Create an event page that has all the information your customers will need to select the right admission option for them.
8. Market Your Agritainment Business
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Online Presence: Create a website and promote on social media (photos, videos, and event announcements).
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Local Outreach: Partner with schools, community groups, and event planners.
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Seasonal Promotions: Offer discounts or special events during holidays and harvest seasons.
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Unique Offerings: Highlight what makes your farm experience special to attract more visitors.
9. Start Small and Scale Up
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Begin with one or two core activities to test demand.
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Gather feedback from visitors to improve offerings.
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Gradually expand based on what resonates with your audience.
10. Build Community Connections
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Partner with local businesses, such as restaurants or bed-and-breakfasts, to cross-promote.
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Collaborate with schools and organizations for educational or team-building activities.
11. Measure and Adapt
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Track visitor numbers, revenue, and customer feedback.
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Analyze what activities or products are most successful.
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Continuously innovate to keep your offerings fresh and appealing.
Final Thoughts
Agritainment benefits farmers by creating additional revenue streams, building community connections, and promoting agriculture. It’s a way to keep farms viable in a competitive economy while offering a valuable service to the public.
Need help setting up ticketing and payments for your agritainment business? We’d love to help! Schedule a call with one of our event experts; we’ll even set it all up for you.
