Mason and Smith Valleys
Agricultural Tourism Assessment
Photo credit: Deborah Arrighi
December 2013
Prepared for
Western Nevada College
Carson City, Nevada
Mason and Smith Valleys
Agricultural Tourism Assessment
December 2013
Prepared for
Western Nevada College
Carson City, Nevada
Dean Runyan Associates
833 SW 11th Avenue, Suite 920
Portland, Oregon 97205
503.226.2973 FAX 503.226.2984
www.deanrunyan.com
Table of Contents
Executive Summary........................................................................................................... 3
I. Introduction ................................................................................................................... 5
Background ................................................................................................................................ 5
Agricultural Tourism ................................................................................................................... 5
II. Market Assessment for Smith and Mason Valley ........................................................... 7
Location and Setting................................................................................................................... 7
Factors Affecting Demand .......................................................................................................... 8
Agricultural Crop Land in Mason and Smith Valleys .................................................................. 9
Location and Population Factors ............................................................................................. 10
Location .................................................................................................................................... 10
Direct Impact of Travel for Lyon County, Nevada .................................................................... 11
Tourism-Related Resources ..................................................................................................... 12
Community and Commercial Resources .................................................................................. 12
Natural Resources, Historic Sites and Recreation Areas.......................................................... 13
Key Advantage.......................................................................................................................... 15
III. Profile of Visitors to Northern Nevada ........................................................................ 16
Visitor Origin ............................................................................................................................ 16
Primary Mode of Transportation ............................................................................................. 17
Primary Purpose of Trip ........................................................................................................... 17
Duration of Trip ........................................................................................................................ 18
Top Visitor Activities and Sites ................................................................................................. 19
Nights by Type of Overnight Accommodation ......................................................................... 20
IV. Agritourism Market Trends ........................................................................................ 21
Demographic Trends ................................................................................................................ 22
Agricultural Tourism in the USA ............................................................................................... 23
Farm-to-Table Movement ........................................................................................................ 26
Regional Agritourism, California .............................................................................................. 27
Nevada Agritourism ................................................................................................................. 31
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V. Comparable Farm Land Recreation and Events ............................................................ 32
VI. Opportunities and Constraints ................................................................................... 38
Opportunities ........................................................................................................................... 38
Constraints ............................................................................................................................... 39
VII. Recommendations .................................................................................................... 42
Product Development .............................................................................................................. 42
Marketing ................................................................................................................................. 44
Appendix A: Nevada Commission On Tourism Regions .................................................... 47
Appendix B: List of Crops with Agritourism Potential ....................................................... 48
Appendix C: References .................................................................................................. 49
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Executive Summary
Agritourism is growing nationwide as farm operators in many states offer activities as a way
to diversify and increase their profits. Agritourism includes any income-generating activity
conducted on a working farm or ranch for the enjoyment and education of visitors. Such an
experience may include a wide array of farm and farm-related activities, including:





Outdoor recreation (fishing, hunting, wildlife viewing, horseback riding)
Educational experiences (tours, cooking classes, wine tasting, on-farm museums)
Entertainment (harvest festivals, barn dances, hay rides/corn mazes, petting farm
animals)
Hospitality services (overnight farm or ranch stays, farm meals)
On-farm direct sales (“pick-your-own” operations, roadside stands, farmer’s markets)
In Nevada, current income from agritourism appears to be modest according to the
reviewed USDA Agricultural Census data. In 2007, 38 Nevada farm and ranch businesses in
13 counties reported deriving income from agritourism and recreational services,
contributing a total of nearly $800,000 in farm related income. Note that for farms
reporting, the average amount of income generated from agritourism and recreational
services was approximately $21,000 per year.
Opportunities and Constraints
Opportunities indicate strengths for agritourism development in the Mason and Smith
Valleys, including.







Established event. Taste of the Valley provides an existing opportunity to expand the
regional agritourism market.
Setting and scenic roads. The region provides an ideal setting for agritourism
development.
Additional visitor activities. The region features additional recreation activities that
may extend visitor stays.
Community service organizations. Community has an array of active service
organizations to support event development.
Market trends. The agritourism sector is in its early stages and shows significant
growth potential.
Community interest. Specialty Crop Institute (SCI) workshops have generated active
interest from the community and among individual farmers.
Regional support. Organizations such as the SCI and Nevada Commission on Tourism
are ready to provide agritourism support.
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Constraints indicate challenges for developing agritourism in the Mason and Smiths Valleys,
including:





Tourism organization. There is no lead tourism development organization to
coordinate development and marketing.
Primary attractor. The area features no primary visitor attraction, facility, or activity.
Crop diversification. Farm land is diversified across a number of crops, though the
bulk of the acreage is in alfalfa and other feed crops.
Existing agritourism. Few current agritourism operations in the region.
Regulations and insurance requirements. These represent potential challenges for
individual farmers depending on specific events and recreational activities.
Recommendations
Product development recommendations focus on efforts to develop activities and events
that attract travelers to communities as well as hosting farmland operations, including:






Agritourism events. Build on Taste of the Valley and consider other event
opportunities.
Agritourism focus. Ensure that events activities focus on agricultural heritage.
Link with cultural-heritage. Combine regional cultural-heritage with agriculture
themes.
On-farm operations. Identify and assist interested individual farms.
Scenic Road Farm Trails Program. Investigate an agricultural scenic highway effort.
Other related tourism. Develop other regional recreation offerings as part of an
agritourism stay.
Marketing recommendations focus on a full array of message and media approaches from
traditional print media to Internet-based social media, including:






Community organization approach. Identify lead organization or cooperative
approach to drive agritourism efforts.
Northern Nevada agritourism promotion. Work with other communities to establish
a cooperative Northern Nevada agritourism effort.
Regional cooperative marketing. Cooperative promotion with NCOT territories and
other regional partners.
Individual internet marketing. Individual farms should establish web presence for
agritourism operations.
Social media opportunities. Use social media for low cost promotion.
Visit agritourism events and destinations. Visit and learn from established successful
western events and farms.
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I. Introduction
Agriculture has been, and continues to function as, a primary component of the unique
heritage and opportunities for the Mason and Smith Valleys. This Mason and Smith Valleys
Agricultural Tourism Assessment provides a comprehensive overview and assessment of the
potential opportunities for agriculturally-related tourism development to further enhance
the economic vitality and preserve cultural heritage for local communities in the Mason and
Smith Valleys. This report is provided as development guide and reference tool for those
interested in developing the agritourism sector in the Mason and Smith Valleys.
Background
The Western Nevada College Specialty Crop Institute (SCI) was established in 2008 to teach
alternative farming methods to diversify Nevada’s farmland to those specialty crops most
suitable for Nevada’s high-desert climate. With increased consumer demand for locallygrown food, more extensive markets for table food crops have emerged. SCI combines
classroom training with on-farm experiences, and instructors are industry experts selected
on a local, regional, and national basis.
This study is part of a broader effort to expand the original SCI program by working on a
regional level to develop signature Nevada crops, train farmers to grow identified crops, to
develop reliable wholesale and retail markets, to develop distribution networks, and to
promote and increase awareness of Nevada agriculture and its economic and health
benefits.
Agricultural Tourism
Agricultural tourism, also known as Agritourism, is a commercial enterprise at a working
farm, ranch or agricultural plant conducted for the enjoyment or education of visitors, and
that generates supplemental income for the owner. Agritourism is growing nationwide as
farm operators in many states offer activities as a way to diversify and increase their profits.
Agritourism includes any income-generating activity conducted on a working farm or ranch
for the enjoyment and education of visitors. Such an experience may include a wide array of
farm and farm-related activities, including:





Outdoor recreation (fishing, hunting, wildlife viewing, horseback riding)
Educational experiences (tours, cooking classes, wine tasting, on-farm museums)
Entertainment (harvest festivals, barn dances, hay rides/corn mazes, petting farm
animals)
Hospitality services (overnight farm or ranch stays, farm meals)
On-farm direct sales (“pick-your-own” operations, roadside stands, farmer’s markets)
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Agritourism can provide economic incentives to farmers to preserve agricultural land and
related natural amenities, such as forests, streams, and wildlife, which may be particularly
important for quality of life. Agritourism may also enhance the sense of place for local
residents, giving them a reason to stay and invest in the local community.
Specific objectives for this research include:

Provide an overview of market conditions and potential growth trends pertaining to
agricultural tourism and farm land recreation opportunities.

Provide a document that can serve as a guide for further agritourism development
efforts.
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II. Market Assessment for Smith and Mason Valley
This chapter presents a profile of the Mason and Smith Valleys, including geographic location
and setting, agricultural crop land, population and economic trends, tourism-related
community and recreation resources, and a review of tourism related market trends.
Community characteristics play an important role with respect to operating any type of
visitor serving business. Characteristics such as proximity to a population of urban/suburban
residents (those who could potentially travel), availability of lodging and other visitor
facilities in the local communities, other recreational opportunities, as well as accessibility
via transportation corridors, serve as important factors to consider with respect to the
development of agricultural and tourism opportunities.
Location and Setting
Figure II-1
Mason and Smith Valleys within Surrounding Region
Sparks
Reno
Reno
Lahontan
Lahontan Reservoir
Reservoir
Storey
Silver
Silver Springs
Springs
50
Fort
Fort Churchill
Churchill
State
StateHistoric
Historic Park
Park
Washoe
Washoe Lake
Lake
Dayton
Lake
Tahoe
Lyon
395
Wa
lk
South
South Lake
Lake
Tahoe
Tahoe
Douglas
Minden
Gardnerville
CA NEV
LIF AD
OR A
NI
A
Alpine
95
95A
Carson
Carson City
City
Carson City
Fallon
Fallon
Yerington
Paiute
Tribe Colony
Alkali Lake
WMA
er
R
ive
r
Mason Valley
WMA
Yerington
Mason
Walker
WalkerRiver
River
Indian
Indian
Reservation
Reservation
208
Mineral
Smith
Valley
Mason-Smith
Valleys
Walker
Lake
338
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The Mason and Smith Valleys are located in the high desert of western Nevada in a
picturesque region of farms and ranches. At an elevation of 4,300 feet above sea level, the
Smith and Mason Valleys run from north to south, and include drainages of the Walker River.
The area consists of several rural communities with Yerington as the Lyon County seat and
located in the Mason Valley and the small town of Wellington located within the Smith
Valley.
The region is approximately 65 miles from the Nevada State Capital of Carson City via
Highway 50 and Alt. Highway 95; and 80 miles from the Reno/Tahoe area via Interstate-80
and Alt. Highway 95. This location provides easy access to the Reno/Tahoe/Carson City area
as well as the high desert mountains, several large lakes, recreation and historic sites and
significant public lands. In addition, the area is an easily accessible hub for many small
communities in Lyon and the surrounding counties.
Highway Alt. 95 is the primary access to the Mason and Smith Valleys and is considered a
primary corridor for the majority of those traveling through the region. This locational
aspect has helped preserve Yerington’s small town atmosphere which is unencumbered by
the mass commercial development characteristic of communities located adjacent to
interstate and other primary travel routes. Yerington has maintained what is considered one
of the most appealing and viable small town main street/downtown districts in Nevada.
The region’s geographic characteristics provide a striking entry into the Mason and Smith
Valleys. Descending into the valley area from the surrounding high desert environment
travelers are presented with a green oasis of farmland. Crops such as alfalfa, onions, lettuce,
spinach, and garlic provide a picturesque background and an image of classic American small
town life.
Factors Affecting Demand
Demand for agritourism and recreation in the Mason and Smith Valleys area will be
influenced by a number of factors, some of which are amenable to local actions such as
festival and event activities, as well as marketing efforts, and some of which are largely
external. This section will describe the most significant factors.
Particularly important market demand factors include:




Population size and growth trends within the primary market areas
Local economic conditions including agricultural production, lodging availability,
travel spending, employment, and associated earnings
Distance and travel times to primary population centers; some influence of fuel
prices on willingness to travel
Complementary recreation opportunities, public attractions, and food/lodging
facilities within the local market area
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Agricultural Crop Land in Mason and Smith Valleys
In both Mason and Smith Valleys, more than half of the cultivated land is planted in alfalfa.
Other important crops are onions and corn in Mason Valley and pasture and grass in Smith
Valley (see Table II-1). Some agricultural land is also fallowed. Other agricultural industries
in Mason and Smith Valleys include cattle ranching, feedlots, and dairies.
Table II-1
Planted Acres for Mason and Smith Valleys
Crop Type
Percentage
Total Acres
of Valley
Mason Valley
Alfalfa
Brush
Corn
Dry grass
Fallow
Forage crop
Feed lot
Grass
Garlic
Grapes
Grain
Lettuce
Onion
Oats
Pasture
Turf
Total
25,942
347
1,891
107
3,065
816
31
777
213
8
841
249
2,445
104
1,064
260
38,159
68
0.9
5
0.3
8
2
0.1
2
0.6
0
2
0.7
6.4
0.3
2.8
0.7
100
Smith Valley
Alfalfa
Brush
Fallow
Feed lot
Grain
Grass
Garlic
Pasture
Total
11,404
43
3,312
107
160
1,965
159
3,411
20,400
56
0.2
16
0.5
0.8
9.6
0.77
17
100
Source: The University and DRI analysis of GIS , Bonnenfant et al.
2009.
Note: Acres planted vary from year, particularly the number of
acres fallowed.
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Location and Population Factors
Location
The immediate area surrounding the Mason and Smith Valleys is characterized by small
communities and rural areas. Population counts for specific regions surrounding Mason and
Smith Valleys appear in Figure II-3, which shows that the local area population – within 50
miles – is over 200,000 people. Population within 100 miles – still feasible for a day trip – is
much larger at nearly one million. This region includes both Reno and Sparks. A larger
distance of 150 miles – primarily suitable for overnight trips or side excursions of longer
multi-day trips – is associated with nearly 5.7 million people, bringing in the Greater
Sacramento area. Extending further to include the San Francisco Bay Area, opens the
market area up to over 14 million people.
Figure II-2
Population Density by Travel Distance (miles)
200
50
Mason/Smith
Valleys
100
150
POPULATION 2010
50,000 and over
25,000 - 50,000
10,000 - 25,000
under 10,000
POPULATION
ESTIMATES
50 mi 212,920
100 mi 997,069
150 mi - 5,712,779
200 mi - 14,234,132
Source: Dean Runyan Associates; Census 2010 ZIP Code Tabulation Area (ZCTA) Population.
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Direct Impact of Travel for Lyon County, Nevada
The travel industry is an important sector of the Lyon County economy. In 2012, travel
spending by all travelers to and through Lyon County was approximately $84.6 million during
the calendar year, which includes accommodation and food services, retail sales, recreation
activities and gaming, food store purchases, and ground transportation (car rental and
gasoline).
In addition, travel spending in Lyon County directly supported over 800 jobs (full-and parttime positions) with earnings (both payroll and proprietor income) of approximately $23.8
million. Local and state tax revenues generated by travel spending were about $5.5 million
in 2012 (excluding property taxes). The following table and chart summarize these travel
impacts.
Table II-2
Lyon County Direct Travel Trends, 2003-2012
Tax Revenue
Spending
Earnings Employment
($Million)
($Mi l l i on)
($Mi l l i on)
(Jobs )
Local
State
Total
$58.6
$63.6
$70.8
$79.5
$79.2
$78.2
$72.5
$85.6
$81.0
$84.6
$16.8
$17.7
$19.1
$21.4
$21.4
$21.7
$23.1
$23.1
$23.2
$23.8
803
821
841
894
866
840
852
816
822
827
$1.2
$1.3
$1.4
$1.5
$1.5
$1.4
$1.4
$1.7
$1.7
$1.9
$3.0
$3.2
$3.4
$3.8
$3.6
$3.5
$3.5
$4.0
$3.5
$3.6
$4.2
$4.5
$4.8
$5.3
$5.2
$4.9
$4.9
$5.7
$5.3
$5.5
Annual Percentage Change
2011-12
4.4%
2.4%
2003-12
4.2%
3.9%
0.6%
0.3%
7.7%
4.9%
1.7%
2.1%
3.7%
2.9%
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
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Figure II-3
Lyon County Direct Travel Spending, 2003-2012
($Million)
Travel Spending ($Million)
$90
$85
$80
$75
$70
$65
$60
$55
$50
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Tourism-Related Resources
The following presents an inventory of tourism-related resources which offer opportunities
for tourism-related development in the Smith and Mason Valleys.
Community and Commercial Resources
The Mason and Smith Valleys offer a range of community-based tourism and recreation
resources. Given the size of the community and an incremental approach to tourism, these
community-based resources do provide a sound infrastructure for further tourism
development.
Community tourism-related resources include:
Yerington Theater for the Arts at the Jeanne Dini Center. Located in downtown Yerington,
this landmark schoolhouse restored as a performing arts center offers an eclectic mix of
performing, literary, and visual arts as well as meeting and classroom space, and two
exhibition galleries.
Lyon County Museum. Located on Main Street in Yerington, the museum includes an historic
blacksmith shop, general store, “one-room” school house and natural history museum and a
number of historic exhibits.
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Lyon County Fairgrounds. Includes annual fair and rodeo held in August. Facilities include a
grandstand and rodeo grounds, horse stalls and parking area.
Community festivals and events. A range of festivals and events are hosted by the
community through the year including the notable Night in the Country, a popular regional
Country and Western Music Festival held during July.
Natural Resources, Historic Sites and Recreation Areas
Visitors to the Mason and Smith Valleys have access to a significant amount of publicly
managed land and recreation sites.
Sites and activities accessible for travelers include:
Mason Valley Wildlife Management Area (MVWMA): Just north of the town of Yerington,
the MVWMA provides habitat for nesting and migrating for numerous species of raptors,
songbirds, and waterfowl; as well as extensive ponds and sloughs that provide fish habitat.
Fishing, hunting, and wildlife viewing are the primary public use activities. Visitors can also
tour the Mason Valley Fish Hatchery, which is located within the boundaries of the
management area; in addition, an interpretive nature trail that begins west of the fish
hatchery provides access to a variety of habitats.
Wilson Canyon and Walker River Corridor: On the West Fork of the Walker River, Wilson
Canyon offers opportunities to camp, fish, hike, picnic, and ride off-highway vehicles. The
canyon is a picturesque view shed with sandstone cliffs towering above the river. The
Walker River is the most important water source for the MVWMA.
Lahontan State Recreation Area: With 69 miles of shoreline, Lake Lahontan (reservoir) offers
opportunities for fishing, boating, swimming, and water skiing, with areas for camping and
picnicking, including modern restrooms, showers, tables, and grills, and boat launches. The
park is open year-round, and can be accessed from several entrances off of U.S. 50, and an
entrance off of U.S. 95A south of Silver Springs. The area attracts the largest concentration
of wintering bald eagles in Nevada.
Fort Churchill State Historic Park: Built in 1861 to provide protection for early settlers, the
fort was soon to be abandoned, nine years later. Today, the adobe ruins that remain on the
Fort Churchill grounds are preserved in a state of arrested decay. Facilities at the site
include trails, a campground, picnic area, group use area and access to the Carson River.
Visitors can enjoy hiking, historic and natural history education, camping, picnicking,
photography and canoeing. The park is located along the Carson River, eight miles south of
Silver Springs on U.S. 95A.
Topaz Lake Recreation Area: Topaz Lake offers opportunities for boaters, water-skiers,
campers, and fishermen. There are 15 RV campsites available with water and power
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hookups, 13 with water only, and an additional 42 dry campsites. The Recreation Area is
located just off U.S. Highway 395 near the Nevada-California border.
Overall, recreation opportunities include, but are not limited to, the following activities:
Boating and fishing. Yerington provides easy access to the Mason Valley Wildlife
Management Area (well-known for large-mouth bass, trout, and catfish), the Walker River,
and a number of high desert lakes, including: Walker Lake, Lake Lahontan (reservoir), and
Topaz Lake; additionally, Pyramid Lake and Lake Tahoe are located within a somewhat
greater distance. The Walker River runs through the valleys and is boat-able; reportedly
kayak and other paddle sport users have visited the site though in small numbers. Reported
river flow data indicate that river can be a viable paddle sport destination from early
summer though July and even into early August in average precipitation years.
Camping. Camping opportunities are available at all lakes in the Mason Valley area as well
as at other public recreation sites. Lyon County Fairgrounds do serve as a camping/RV
location for events such as Night in the Country.
Hunting and shooting sports. The Mason Valley Wildlife Management Area, and surrounding
high desert habitat, offers a range of seasonal hunting opportunities. Big game hunting
includes deer and antelope. Bird hunting includes duck, geese, chukar, dove and pheasant.
The Mason Valley Hunt Club and Cottonwood Hunt Club serve as destinations for those
interested in hunting geese, quail, chukar, and pheasants in a preserve environment. In
addition, Walker River Resort, located in the Smith Valley, offers a sport shooting venue.
Hiking. Recreation sites and other public lands provide many potential hiking opportunities,
particularly for those interested in exploring the high desert environment. The nearby
Wilson Canyon area in the Walker River corridor provides superb hiking and viewing
opportunities.
Rock climbing. The Wilson Canyon with its striking rock formations and geologic features
adjacent to the Walker River can provide rock climbing opportunities. The area attracts
limited numbers of climbers and remains relatively undiscovered.
Off-road sports. The surrounding public lands, with many managed by the Bureau of Land
Management, provide a vast number of off-road trails and areas for both two and f ourwheel ORVs. A small amount of mountain bicycling does occur, but the area remains
undiscovered despite the potential for developing the off-road mountain bike market.
Wildlife viewing. Yerington is centrally located to the one of greatest concentrations of lakes
and wildlife habitat areas in western Nevada. The Mason Valley Wildlife Management Area
includes numerous wet meadows and ponds, attracting ducks, geese, swan, songbirds and
wading birds; while the deep-water habitat of the newly constructed North Pond reservoir is
home to fish, osprey and pelicans. Additional birding opportunities are also available in the
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Wilson Canyon, Stillwater National Wildlife Refuge, Lake Lahontan Recreation Area, and
Carson Lake and Pasture areas, attracting one of the largest concentrations of wintering Bald
Eagles in Nevada.
Rock hounding. The Mason and Smith Valleys and surrounding high desert mountains offer
substantial rock-hounding opportunities. Mineral and semi- gem stones include azurite,
malachite, copper and iron pyrite, traces of turquoise, peacock ore and quartz, jasper, agate
and calcite. Fossilized wood and the bones of prehistoric animals (mastodons, camels,
rhinoceros) have been found in the Wilson Canyon area. Arrowheads, artifacts and
petroglyphs have also been discovered.
Historic ghost towns. Within a one-hour drive are Pine Grove, Ludwig and the Bluestone
Mine. Virginia City, Bodie, California and other sites are accessible for day trips from
Yerington. Other more remote sites in the area are accessible only by off-road vehicle.
Key Advantage
Estimated use levels for many of these activities are modest. The Mason and Smith Valleys
and surrounding areas are as yet relatively undiscovered by participants in the various
recreation activities. Niche marketing to those interested in these activities can use the
"uncrowded" or "undiscovered" nature of the area to attract visitors interested in targeted
activities.
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III. Profile of Visitors to Northern Nevada
This 2003-2012 profile of travelers to Northern Nevada, which includes the travel regions
Reno/Tahoe, Pony Express Territory, and Silver Trails (see Appendix A for map) is based on
data collected by TNS TravelsAmerica, one of the largest sources of data on domestic
travelers in the US. Dean Runyan Associates maintains access to these data for purposes of
research on public attractions and travel trends. For this project the subset of travelers to
Nevada was extracted from the sample of all American travelers and analyzed with respect
to this project’s objectives. Total sample size for these findings is over 4,400 travelers.
Visitor Origin
Travelers to and within Northern Nevada represent a particularly important market for the
Mason and Smith Valleys. About half of all visitors come from the state of California.
Nevada residents who travel in Nevada represent about 12 percent of all visitors. Oregon,
Washington, and Texas are among other states with a significant share of travelers to the
northern Nevada Region.
Figure III-1
Visitor Origin – Top Visiting States
California
50.2%
Nevada
12.4%
Oregon
3.8%
Washington
3.0%
Texas
3.1%
Idaho
2.2%
Arizona
2.1%
Florida
2.1%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Note: States with 2% or fewer visitors are not shown on the chart.
Source: Dean Runyan Associates
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Primary Mode of Transportation
Not surprisingly, most travelers in Nevada travel by personal or rented automobile, as
illustrated Figure III-2. Essentially all travel to the Mason and Smith Valleys would be
automobile, RV, or motorcycle. Accordingly parking availability and RV sites are very
important.
Figure III-2
Mode of Transportation
Personal auto
65%
Air travel
20%
Rented auto
19%
RV
4%
Group bus tour
3%
Motorcycle
2%
Train
2%
0%
20%
40%
60%
80%
Detail may total more than 100% due to multiple responses.
Primary Purpose of Trip
Travel for vacation/leisure is particularly common for travelers to and within Northern
Nevada. See Figure III-3. In addition, somewhat over one-quarter travel for visiting friends
and family, or other personal reasons. Gaming was identified as the primary reason for
travel for 13 percent of all travelers.
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Figure III-3
Primary Purpose of Trip
Vacation/Leisure
46%
Friends and Family/Personal
30%
Gaming as primary
13%
Business/Conference
10%
0%
10%
20%
30%
40%
50%
Duration of Trip
Overnight trips are particularly common, as shown in Figure III-4. Approximately two-thirds
of overnight trips included weekend stays. Trips for a weekend or day tend to have very
focused itineraries.
Figure III-4
Duration of Trip
Day Trip
13%
Overnight Trip
87%
Included
Weekend Stay
66%
Weekdays
Only
34%
Note: Weekend stay included a friday and/or a saturday night in Nevada.
Source: Dean Runyan Associates
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Top Visitor Activities and Sites
Investigating the activities of visitors is valuable in that their choice of what they do while
traveling is a primary indicator of their motivation and interests. Figure III-5 summarizes a
number of activities for travelers to and within Northern Nevada.
A number of the activities and type of sites visited are oriented to rural areas including,
scenic drives, lakes/reservoirs, parks/recreation areas, museums, wildlife viewing, special
events, and rivers.
Figure III-5
Top Activities
Gaming
Scenic Drive
Dining and Restaurants
Live Performance
Lakes/Reservoirs
Parks/Recreation Areas
Museums
Wildlife Viewing
Shopping-Arts & Crafts
Special Events
Rivers
39%
23%
22%
17%
15%
12%
8%
7%
6%
5%
5%
0%
10%
20%
30%
40%
50%
Detail may total more than 100% due to multiple responses.
Source: Dean Runyan Associates
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Nights by Type of Overnight Accommodation
Overnight travelers to Northern Nevada most often stay in hotels/motels, with nearly half
(47 percent) of lodging nights spent in casino hotels, while a much smaller portion of nights
were spent at non-casino hotel/motels. Nearly one-quarter stayed overnight with friends
and relatives. The remainder of lodging nights occurred in condo/time shares,
campgrounds/RV parks, vacation homes, and various other miscellaneous sites, including
parks or undeveloped campsites.
Figure III-6
Nights by Type of Overnight Accommodation
Casino hotel/motel
47%
Friends or relatives…
23%
Non-casino hotel/motel
9%
Condo/time share
8%
Campgrounds/RV Park
5%
Vacation home or rental unit
3%
Other accommodations
5%
0%
20%
40%
60%
Source: Dean Runyan Associates
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IV. Agritourism Market Trends
This section reviews trends in the agritourism sector in the USA, the region, and within
Nevada. This section begins with an overview of important interest and travel factors that
influence not only agritourism, and most of which any individual region or destination has no
effective influence. It should be noted however, that the information addressing this
industry is reliant either on USDA data or via secondary information that indicates growth in
the agritourism sector.
Segment
Primary Characteristics
Interest/Geographic Categories for Agritourism Travel Markets
Travelers
Individuals and households visiting the area either overnight or for the
day; often looking for recreation and informative and interesting
attractions; demand can occur throughout the year but the emphasis for
families is on the summer months; empty-nest and retired individuals
often travel in the spring and fall
Outdoor
Recreation
Enthusiasts
Most often associated with opportunities to access private farm lands for
fishing, hunting, horseback riding, wildlife viewing, and other outdoor
recreation pursuits. In particular, bird watching and wildlife viewing offer
opportunities for cross-marketing with food and education enthusiasts,
though access and limited revenue potential present some challenges for
farm lands owners
Families and
Special Events
Primarily middle-aged households; strong interests in education and
recreation; farm land activities will often target children and youth, and
include farm stands, pumpkin patches, corn mazes, hay rides, and harvest
festival, and entertainment orientated activities. Ranches that offer
horseback riding, and “cowboy-themed” activities are a special niche that
appeals to many families. State and county fairs also offer wide appeal to
this group of travelers.
Food and
Education
Enthusiasts
Primary focus on farm-to-table foods and beverages, including winery and
brewery tours, farm tours, cooking, gardening, and craft making classes.
These travelers are also interested in cultural heritage sites and events.
They tend to be well-educated, travel often, and have higher than average
household income.
Organized
School Groups
Visits as part of one-day field trips, sometimes for longer periods as part
of educational programs; generally during spring and fall periods; not a
strong source of revenue but a primary focus for education-oriented
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21 | P a g e
attractions; typically need structured, goal-oriented programming
Geographic Categories
Local
Households within the immediate area (50 miles, in effect the area
associated with Mason and Smith Valleys and the surrounding rural
areas), requiring about an hour or less of travel time; most likely to be day
and repeat visitors
Regional
Households within approximately two hours of Yerington (100 miles), with
day trips possible for this group but some staying overnight; many visit to
the area for more than one activity, combining a visit with friends and
family with a recreation activity, historic site, or event, while shopping
and dining out
Out-of-State/
Foreign
Travelers from out of the region, California, and other states, and some
who are visiting the U.S. from a foreign country; may be related to special
events
Demographic Trends
The following is a summary of a number of demographic trends that pertain to travel within
the U.S.
Aging
American
Population
The primary population growth is currently in the 45-64 age range, which
increased by 23% between 2000 and 2010. Those age 50-59 are more
likely to be empty nesters; only around 20% still have children at home,
compared to 75% for those 40-49 years of age. Yet relatively few are
retired – only 20%, of those age 50-59, compared to almost 85% for those
65 years of age or more. The retired population will increase strongly
after 2010 (those 65 years of age or greater will increase by 36% by 2020).
More
Dual-Earner
Households
About 59% of married women were in the workforce in 2005 (compared
to 58% in 1990, 50% in 1980 and 40% in 1970), while 75% of married men
are in the workforce. Although recent economic factors are affecting
workforce participation, with more than one worker, it is more difficult to
schedule leisure travel, which often means shorter, more frequent trips.
Studies conducted by the U.S. Travel Association (USTA) report shorter
and leisure-oriented trips taken by married travelers 45 and older now
dominate the travel market. Further, short trips (1-2 nights) are now
reported to be far more popular than longer trips. Shorter trips tend to
be more single-purposed – focused on one or two activities; the most
popular consist of shopping, outdoor activities, historical
places/museums, beaches or national/state parks.
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Increasing
Incomes for
Some
Americans
Educated
Population
Incomes of most professional, educated households have been steady or
increasing, maintaining a segment of the population with adequate
resources for travel and recreation. Workers with a Bachelor’s or
Master’s degree have a more reliable income compared to those with a
high school diploma. This higher income segment will continue to travel,
although perhaps on am more limited basis and more often very valueorientated.
The U.S. population is becoming increasingly educated; in 2008 over a
quarter (27%) of U.S. adults, ages 25 and older, have four or more years of
college, compared to 24% in 2000, 20% in 1990, 17% in 1980 and 11% in
1970. Educated travelers tend to be interested in information-rich
activities.
Agricultural Tourism in the USA
Across the United States, the most farms earning income from agritourism and recreation
are small-sized family-owned farms with annual receipts of less than $250,000.
Figure IV-1
Size of Farms in U.S. with Agritourism and Recreation Income
Large Family
Farms
($250,000$499,999)
6%
Very Large
Family Farms
($500,000 or
more)
5%
Nonfamily
Farms
9%
Small Family
Farms (less
than $250,000)
80%
Source: Dean Runyan Associates, 2007 Census of Agriculture, USDA
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Across the United States, the most popular agritourism activities include pick-your-own
operations, Christmas tree sales, hayrides, children’s educational programs, petting zoos,
and on-farm festivals (cite source). Regions with an identified agritourism sector are spread
throughout the U.S. with concentrations in specific parts the country. See Figures II-2 and II3. Note that the Great Basin region, including Nevada, shows comparatively limited
reported agritourism activity.
Figure IV-2
Number of Farms in U.S. with Agritourism and Recreation Income
Source: Dean Runyan Associates, 2007 Census of Agriculture, USDA
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Figure IV-3
Amount of income from Agritourism and Recreation
Source: Dean Runyan Associates, 2007 Census of Agriculture, USDA
Additional indicator of interest in agritourism is provided by the USDA Forest Service in a
survey dating to 2000. In a specialized module of questions used that year, the survey asked
about recreation participation in agricultural settings. As shown in Figure II-4, visiting scenic
rural areas is the most mentioned activity, followed by petting farm animals, and learning
where our food comes from. A full array of activities other than agritourism is also
indicated.
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Figure IV-4
Participation in Recreation Activities
Visiting Farms, Ranches, and Other Agricultural Settings
Rural scencery
76%
Petting farm animals
67%
Learning where our food comes from
49%
Watching/participating in farm activities
43%
Purchasing agricultural products at the farm
31%
Hay rides or corn mazes
24%
Horseback rides
15%
Milking a cow
10%
0%
20%
40%
60%
80%
Source: USDA, National Survey on Recreation and the Environment, 2000;
Dean Runyan Associates
Farm-to-Table Movement
Concurrent to the interest in agritourism is an increasing interest in where and how our food
is produced. This recent and rapidly growing phenomenon is often called the farm-to-table
or farm-to-fork movement and includes visits to farms, farmers markets, and menu
preferences at restaurants. In fact, the Convention and Visitors Bureau of the City of
Sacramento has re-branded and now actively markets the city as the Farm-to-Fork Capital of
America. In September of 2013 the City of Sacramento held its first Farm-to-Fork Festival -a week-long event which hosted enthusiastic crowds including a special Farm-to-Fork dinner
hosted on the city’s iconic Tower Bridge. Tickets for that event sold out in one day. The
figure below shows a recently released national survey of chefs that further demonstrates
the increased interest in food production.
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26 | P a g e
Figure IV-5
Top Trends in Restaurants 2013
Locally sourced meats
82%
Locally grown produce
81%
Environmental sustainability
77%
Children's nutrition
77%
Restaurant grown gardens
75%
Farm branded items
68%
Back to basics/simplicity
63%
Organic produce
61%
Grass fed beef
61%
0%
20%
40%
60%
80%
100%
Source: National Restaurant Association, 2013 Chefs Survey;
Dean Runyan Associates
Regional Agritourism, California
Additional interest in the growing agritourism sector is evidenced by a recent University of
California survey of agriculture producers.

Almost half (43%) of the agritourism operators surveyed in California had been in the
sector less than 10 years. Considering that this survey includes wineries this
represents a recent development trend.

Agritourism operators in California were engaged in a wide range of activities,
offering direct sales (78%), tours or lectures (81%), demonstrations, lessons or
participant experiences (69%), and special event facilities (51%).

Findings indicate that direct sales of agricultural products generated more visitor
interest than other activities. The most common direct sales activity was selling
produce, nuts or flowers at a farm stand (38%).

On site food production classes and demonstrations were also reported by nearly
one-third (36%) of those surveyed.

Farm hosted stays such as Bed and Breakfast operations and hosting special events,
while less common, are an interesting component of this emerging business (special
events combined, (51%).
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
When thinking about expanding their agritourism operations the most mentioned
primary on-farm activity was hosting events followed by seasonal corn maze or
pumpkin patch activities, farm tours, and farm stays.

With respect to profitability, corn mazes, on-site retail sales, and events were the
most profitable primary activities. Among secondary activities, it is worth noting that
farm stays or bed and breakfast operations were mentioned most.

Combined with events, farm stays may provide the farmer with a niche agritourism
option especially if the setting is particularly scenic or peaceful such as an
authentically rural agricultural area like the Mason and Smith Valleys.
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Figure IV-6
Agritourism Activities Reported by California Farmers and Ranchers (n=332)
Source: Rilla E, Hardesty S, Getz C, George H. 2011. California agritourism operations and their
economic potential are growing. Calif Agr 65(2):57-65.
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Figure IV-7
Primary Agritourism Activities in California
Source: Rilla E, Hardesty S, Getz C, George H. 2011. California agritourism operations and their
economic potential are growing. Calif Agr 65(2):57-65.
Figure IV-8
Perceived Profitability of Agritourism Activities in California
Percentage of operators rating primary and secondary activities as at
least “fairly profitable” (4 or higher on 7-point scale); n=no. of operators.
Source: Rilla E, Hardesty S, Getz C, George H. 2011. California agritourism operations and their
economic potential are growing. Calif Agr 65(2):57-65.
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Nevada Agritourism
In Nevada, current income from agritourism appears to be modest according to the
reviewed USDA Agricultural Census data. In 2007, 38 Nevada farm and ranch businesses in
13 counties reported deriving income from agritourism and recreational services,
contributing a total of nearly $800,000 in farm related income. However, for farms reporting
agritourism and recreational services, the average amount of income generated was
approximately $21,000 per year.
In addition to the USDA Agriculture Census data we reviewed USDA Forest Service survey
data and found several related outdoor recreation activities that may be closely associated
with agritourism regions and/or specific destinations. Scenery and setting is of utmost
importance and is a Mason and Smith Valley advantage. Interestingly, though this survey
dates to 2006 and was conducted specifically among those who visited the Humboldt and
Toiyabe National Forests, about one-quarter said they also visited a farm or agricultural
setting. In summary, the reviewed national regional and Nevada data indicated a robust
demand for agritourism destinations, activities, and products.
Figure IV-9
Participation in Recreation Activities
Related to Agritourism Humboldt and Toiyabe National Forests
64%
68%
View/photo scenery
55%
59%
Picnicking
49%
50%
Visit historic sites
48%
48%
View/photo trees wildflowers
28%
28%
View/photo birds
24%
25%
Visit farm or agriculture setting
Toiyabe
10%
12%
Horseback riding
0%
20%
Humboldt NF
40%
60%
80%
Source: USDA National Survey on Recreation and the Environment, 2006;
Dean Runyan Associates
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V. Comparable Farm Land Recreation and Events
Reviewing comparable facilities is particularly valuable for assessing demand for various
types of farm land recreation and events.
These facilities are organized into four categories, as follows:




Nevada farm lands recreation and events –
Sheep dog trials and wool fiber arts events
Harvest Festivals and Farm Products –
Lavender Farm Destinations –
Information for each of these facilities was gathered from available materials and telephone
conversations, as necessary. The comparable research was compiled to provide Mason and
Smith Valley agritourism proponents with a list of readily available development examples.
DEAN RUNYAN ASSOCIATES
32 | P a g e
COMPARABLE NEVADA FARM LAND RECREATION AND EVENTS
LOCATION & VISITOR HOURS
FARM LAND/EVENT
CITY/STATE
SEASONAL HOURS
OPERATIONS
PRIMARY PRODUCT(s)
FARM-MADE PRODUCTS
FESTIVALS/EVENTS
The Corley Ranch
Gardnerville, NV
May 1st through October 31st (outside activities),
the barn open all year round for inside meetings
and parties
Cattle, Hay,
Pumpkins
Food crafters and Vendors
Pumpkin Patch and Corn Maze
(September 29th to October 31st.)
Lattin Farms
Fallon, NV
year round events and activities
Organic Produce
Bakery, jarred and dried goods
(jams, dressings, salsas, honey)
Pumpkin Patch, Corn Maze, and
Hayrides
Hearts of Gold Cantaloupe Festival
Fallon, NV
August 30 - September 1
Hearts of Gold
Cantaloupe
Food Vendors, various
Rifle Raffle, Karoke Contest,
Cantaloupe Crawl
Harvest Festival Original Art & Craft Show
Various locations;
Las Vegas and
Las Vegas -September 6-8, 2013
several cities in CA
Artisans Venue
Handmade Arts and Crafts
Las Vegas Fall Show
Sandy Valley Ranch
Sandy Valley Ranch
Open year round
(nr Las Vegas)
Cattle & Horse
Ranch
Pomegranate Art & Craft Festival
Logandale, NV
November 4, 2013
Pomegranates
Pomegranate Jelly, Handmade
Art, and much more
Vendors, exhibitors, fair food
Eagles and Agriculture
Carson Valley,
Nevada
February 21-23, 2013
Wildlife Viewing
As available in local shops and
stores.
Wildlife viewing of Eagles migrating
throughout the valley to feed during
calving season
Great El Dorado Italian Festival
Reno, Nevada
October 6-7, 2013
Italian Food and
Culture
Italian Famers Market
Pasta sauce cook-off, Italian dinner
buffet, grape stomping contest,
Ferrari Club of America, kids games,
bocce ball, music.
Tractors & Truffles
Fallon, NV
(A farm-to-plate gourmet dinner and arts event)
September 14, 2013
Dining and Arts
Various, Full-Course Menu
Four-course meal from locally grown
ingredients, theatre, farm tours,
cooking demonstrations
Sparks Hometowne Farmer's Market
Sparks, NV
Thursdays, 3:00pm-8:00pm, June 6 - August 22
(closed 7/4 & 8/8)
local farms
produce
variety of international food and
beverage items, packaged foods, Community group booths, stage
unique arts & crafts, and
music & street performers
assorted flowers
Lavender Ridge
Reno, NV
vary and by appointments to accommodate
weddings and other events
Lavender
lavender, lavender products
DEAN RUNYAN ASSOCIATES
Desert Trail Days (March)
Weddings and other special events
33 | P a g e
HORSE RIDING
Yes
PRIVATE EVENTS
Weddings,
Reunions, Family
Gatherings
Birthday Parties,
Weddings,
Reunions, Retreats
Yes
Corporate Events,
Weddings
COMPARABLE SHEEP DOG TRIALS AND WOOL FIBER ARTS EVENTS
FESTIVAL/EVENT
LOCATION & VISITOR HOURS
CITY/STATE
SEASONAL HOURS
OPERATIONS
PRIMARY PRODUCT
FARM-MADE PRODUCTS
EVENTS
CONTACT
[email protected]
Meeker Classic Sheep Dog Championship Trials
Meeker, Colorado
September 4-8, 2013
Herding Dog
Trials
Art show, vendors and crafts,
bbq
Herding trials, flyball and agility
course, seminars and classes,
historic sheep wagons, horse-drawn
shuttle
World Sheep and Fiber Festival
Bethel, Missouri
Labor Day Wekend
Sheep and Fiber
products
Fiber arts, classes, and fleece
auction.
Fiber arts, fiber craft classes, sheep
dog demonstrations, mutton busting
(kids riding sheep), sheep games,
fleece auction, lamb cooking
Montpelier Fall Fiber Festival
Montpeleir,
Vermont
October 5-6, 2013
Finber product
and sheep dog
trials
Fiber arts and crafts, fleece sale.
Fiber arts exposition, hands-on craft
demos, vender booths, sheep dog
fallfestival.org,
herding trials, sheep and goats
[email protected]
disply.
California Wool and Fiber Festival
Mendecino,
California
September 13-15, 2013
Fiber products
and sheep dog
trials
Fiber arts and crafts, wool
auction.
Sheep Dog trials, wool judging, fiber
fiberfestival.com
arts, shearing demonstrations
Linn County Lamb and Wool Fair
Scio, Oregon
3rd Weekend in May every year.
Fiber products
and sheep dog
trials
Fiber arts and crafts, all breed
fleece show and sale.
Parade, Northwest National Sheep
Dog Trials, lamb and goat show,
lambfair.org
flower show, quilt show, pie eating
contest, petting zoo, vendors, music.
Trailing of the Sheep Festival
Ketchum & Hailey,
October 10-13, 2013
Idaho
Fiber products
and sheep dog
trials
Fiber arts and crafts, fleece sales.
Parade, fiber festival, sheep dog
trials, women writing in the West,
folklife fair, lamb cooking, film
showing: Basques in the West
info@trailingofthesheep;
trailingofthesheep.org
Wisconsin Sheep and Wool Festival
Jefferson,
Wisconsin
September 5-7, 2013
Fiber products
and sheep dog
trials
Fiber arts and crafts, fleece sales.
Sheep dog trials, fiber arts classes
and vendors, country store, fiber
arts competitionb, sheep show,
fleece sales
[email protected];
wisconsinsheepandwoolfestival.com
Soldier Hollow Classic
Herber, Utah
Labor Day Weekend, 4 day event Fri-Monday
Sheep dog
championship
and festival
Handmade arts and crafts.
Sheep dog trials, draft dog and guide
[email protected];
demonstrations, arts and crafts
soldierhollowclassic.com
vendors, raptor show, Navajo rug
demonstration, music
Ruralhill Sheep Dog Trials and Dog Festival
Huntersville, North
November 9-10, 2013
Carolina
National Border
Collie
Championships
Handmade arts and crafts.
Sheep dog trials and sports
demonstrations, tractor exhibits,
punkin chunkin, hay rides, corn
maze
Sheep Herders Reunion
Baker, Nevada
Gathering of
sheep herders
Lamb dinners, music, herder
story-telling.
Hosted gathering of Nevada and
Utah sheep herders at the Border
Inn motel and casino.
January
DEAN RUNYAN ASSOCIATES
greatbasinpark.com
34 | P a g e
COMPARABLE HARVEST FESTIVALS AND FARM PRODUCTS
HARVEST FESTIVAL
LOCATION & VISITOR HOURS
CITY/STATE
SEASONAL HOURS
OPERATIONS
PRIMARY PRODUCT
FARM-MADE PRODUCTS
FESTIVALS/EVENTS
Tomato alley, tomato eating
contests, tomato sampling,
farmers market, live
entertainment
Fairfield Tomato Festival
Fairfield, CA
August 17, 2013 11:00am to August
18, 2013 6:00pm
Tomato
Loomis Eggplant Festival; loomischamber.org
Loomis, CA
October 4, 2014
Eggplant
Arts, crafts, locally produced
food.
Chef cooking events, wine
tasting, music
Vidalia Onion Festival; vidaliaonionfestival.com
Vidalia, CA
April 20-24, 2014
Onions
Arts crafts, onion cooking and
produce.
Parade, Miss Valdalia Onion
pageant, culinary extravaganza,
onion cooking & recipe
competition, vendors, music.
Parade, Miss Gilroy Garlic,
garlic cooking, professional
chef garlic cooking competition,
garlic recipe competition,
vendors, music
Oktoberfest at the
Cobblestone, Scarecrows on
Parade, Annual Pumpkin Patch
Carnival
Gilroy Garlic Festival; gilroygarlicfestival.com
Gilroy, CA
July 26-28, 2013
Garlic
Arts crafts, garlic cooking and
produce.
Tahoe City Harvest Festival
Tahoe City, CA
October 6-2-, 2013
Pumpkins
Food Vendors, various
Nevada County Italian Festival;
nevadacountyitalianfestival.com
Penn Valley, CA
September 14-15, 2013
Arts and crafts, chef
Italian Heritage,
demonstrations, grape
Food vendors, locally prepared
cooking and and
stomping, wine tasting, bocce
food,
food products
ball tournament, Italian food
vendors, music
Hudson Valley Agritourismo
Hundson Valley, New
York
Summer season at local privateyl
owned produce market and bistro.
Locally
All dinners sourced from local
produced Italian
products.
dinners.
North Yuba Food, Wine, Harvest Festival
Oregon House, CA
September 28 -29, 2013
Wine
Wines, Olive Oils, and Handcrafted Foods
Harvest Festival
North Plains Elephant Garlic Festival
North Plains, OR
August 9, 2013
Garlic
Food Vendors, and Artisans
Art, live music, a kids play zone,
garlic-inspired foods
Walla Walla Sweet Onion Festival
Walla Walla, WA
July 20, 2013
Walla Walla
Sweet Onions
Food Vendors, Various
Farmers Market, live
entertainment, children's
games, chef demonstrations
DEAN RUNYAN ASSOCIATES
HORSE RIDING
Replicates Italy's agritourism
concept which features on
farm dinners featuring local
products
35 | P a g e
PRIVATE EVENTS
Yes
Yes
COMPARABLE LAVENDER FARM DESTINATIONS
FARM
LOCATION & VISITOR HOURS
CITY/STATE
SEASONAL HOURS
OPERATIONS
PRIMARY PRODUCT
FARM-MADE PRODUCTS
EVENTS
U-CUT/PICK
FARMERS MARKET
Yes
Yes
Yes
Yes
Applegate Valley Lavender Farm
Grants Pass, OR
July 12th-August 25th (Thursday Sunday 10:00-4:00), + by app
Lavender
lavender, honey, jam, syrup,
essential oil and handmade
soap
Oregon Lavender Festival second weekend of July (Jul1214) (10:00-5:00)
Barb's Dutchmill Herb Farm
Forest Grove, OR
April-June (Saturdays 10am - 6pm),
+by app
Lavender
lavender,culinary, medicinal,
tea herb plants, flowers, ,art,
soaps, wreaths, and plants
Special Lavender DAZE (June
22,29 and Jul 6, 13)
Barn Owl Nursery Herb & Lavander Farm
Wilsonville, OR
April 19-July 28 and Nov. 1-Dec. 7,
Friday & Saturday, 10 am-5 pm
Lavender
Oregon Lavender Festival - July
12 - 14
lavender, culinary lavender
Lavender Days: July 19 - 21
buds, herbs, herb and lavender
and July 26 - 28
gifts, creations by local artists
Holiday Open House and Farm
Tour: Nov. -Dec.
Cascade Lavender
Madras, OR
Memorial Day - Labor Day Tues-Sat
10am-5pm, Sun 12pm-5pm
Lavender
lavender, essential oil,
hydrosol, buds and
aromatheraphy products
Oregon Lavender Festival-July
12-14 (10 AM to 5PM Friday &
Saturday; Sunday Noon to 5
PM)
Goodwin Creek Gardens
Williams, OR
March - September, Fri & Sat 9am5pm, or by appointment
Lavender
lavender, geraniums, herbs,
and plants that attract
hummingbirds and butterflies,
soaps, and pure lavender oil
Oregon Lavender Festival, and
2 big sales in June and
September
Helvetia Lavender Farm
Hillsboro, OR
June 21st thru 23rd, June 28th thru
Lavender
30th, & July 5th thru 7th (10:00-4:00)
Oregon Lavender Festival-July
lavender, lavender oil, lavender
12-14 (noon to 5PM Friday;
products and other gifts
Sat, Sunday 10 AM to 5 PM)
Yes
Hope Haven Family Farm
Aumsville, OR
Christmas Farm Day in December and
Lavender
by appointment
lavender, honey, alpaca fiber
Oregon Lavender FestivalFriday July 12th - Sunday July
14th, 10am-5pm
Yes
Purple Ridge Lavender
Hermiston, OR
Early June to Late July ThursdaySunday 10am-4pm, or by app
Lavender
lavender, lavender products
(soaps, olis, candles, neck
wraps and etc.), gift baskets
Oregon Lavender Festival Jul13-14th (10 am to 5 pm)
Yes
Two Sisters Lavender Farm, LLC
Williams, OR
May & June, by appointment. July &
Aug, Fri - Sun 10am - sunset
Lavender
lavender, lavender products
(soaps, lotions, salts), alpaca
fiber, vegetables
Oregon Lavender Festival Jul12-14th (10 am to sunset)
Yes
Wayward Winds Lavender
Yamhill, OR
Open 10-5 Monday - Saturday.
Closed Sunday
Lavender
lavender, lavender products
(oil, soaps, lotions, salts)
Oregon Lavender Festival Jul13-14th (10 am to 5 pm)
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Yes
Yes
The primary attributes of farm land recreation and destinations are as follows:

Fall season (Sep-Nov) is the primary season for hosting festival and events.

Farm-based food products are often combined with art, handmade arts & crafts, as
well as cultural heritage products and themes.

Wildlife viewing, especially bird watching, can be a significant complement to
agritourism activities, and if notable, can appeal as a primary focus for an event.

Entertainment such as music, contests, and games for kids are often included for
festivals and events that attract families.

Farmers markets and stands are often part of the visitor appeal to a farmland
destination or site.

Horseback riding programs and tours are notable on ranches.

Farmland and ranches with meeting space, dining facilities, and lodging properties
such as Bed & Breakfasts often host private events such as wedding, corporate
retreats, and family gatherings.

Lavender farms are appealing to visitors not only from a scenic attraction, but also as
a destination for events and to purchase farm made products; lavender based
products are diverse (e.g., oils, honey, soaps, lotions, and wreaths) and sold at most
lavender farms.

Many lavender farms also offer “u-cut/pick” opportunities.
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VI. Opportunities and Constraints
This chapter outlines the characteristics that indicate both the opportunities for future
development and those constraints that will challenge agritourism proponents in the Mason
and Smith Valleys.
Opportunities
These opportunity areas indicate strengths of the area for agritourism and related tourism
development, indicators that agritourism development can be sustained, and the resources
that may assist with ongoing and future agritourism growth.
1) Established event. After five years the Taste of the Valley event has reportedly reached
stability, setting a foundation for future growth. Rather than face the task of identifying
a start-up event we believe that the Mason and Smith Valley agritourism region has a
self-sustaining keynote event. The event provides a unique combination of home cooked
Italian food that represents the area’s roots as a settlement for Italian immigrant farmers
and an opportunity to feature the signature Jeanne Dini Center and its arts
programming. Several of the agritourism comparable events have achieved success
combining agriculture and arts and with community support this event should be able to
continue to do the same.
2) Setting and scenic rural roads. At first entering the Mason and Smith Valleys it is
apparent that the area provides an ideal setting for an agritourism node. Scenic green
valleys located in the high desert, surrounded by mountain vistas, and accessible by rural
roads with views to ranching and farm operations is an opportunity to attract those
looking to visit an authentic Great Basin agricultural region.
3) Existing tourism infrastructure. Not all rural communities can provide a ready tourism
infrastructure when considering a development program. To start, Yerington is notably
established with a well maintained and attractive “All-American” downtown area. In
addition the community provides adequate visitor services including a variety of retail
outlets and dining establishments, casinos, and most importantly several motels that
provide a modest room base. As agritourism events and farm hosted activities evolve,
the existing tourism infrastructure can meet visitor needs.
4) Additional visitor activities. In addition to attracting visitors to agritourism events and
destinations, associated attractions can be effective for extending stays and thus
generate increased economic benefits for host communities. Several existing local
options may provide ancillary activities for agritourism visitors seeking other recreation
opportunities. These attractions include but not limited to the Mason Valley Wildlife
Management Area, Walker River and Wilson Canyon, Bureau of Land Management multiuse recreation lands, and Fort Churchill State Park.
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5) Community service organizations. Event development in particular is dependent on
volunteer time to staff and run an event and importantly to sustain an event over the
long term. Taste of the Valley has benefited from assistance by several social service
organizations such as Yerington Theatre for the Arts, the Rotary Club, as well as private
business donations. Reportedly Yerington has an active volunteer and community
organization culture that will be necessary of any future agritourism event development.
6) Market trends. Our market research indicates that growth in the agritourism sector is a
relatively recent trend. While a few keynote level events may have a long history, most
agritourism growth has occurred within the past decade. Among the research reports
we reviewed (see Appendix C: References) almost all have addressed the agritourism
sector within the past several years. Additionally, we are seeing a robust interest in
where our food is produced with locally grown and organic foods gaining in popularity.
Accordingly, timing for agritourism in the Mason and Smith Valleys is excellent.
7) Community interest per workshop. While the conditions for developing an agritourism
sector in the Mason and Smith Valleys looks promising, any ongoing action is dependent
on interest from the community and local farmers. Fortunately, attendance at the initial
SCI workshop and subsequent participation in other SCI-hosted agritourism workshops
indicates that there is a core of interested persons ready to pursue agritourism on a
community level as well as on individual properties.
8) Regional support. Agritourism in rural Northern Nevada is fortunate to have regional
support from the Western Nevada College Specialty Crop Institute, the leader in this
effort and the organization that commissioned this report. In addition, there is direct
interest from the Nevada Commission on Tourism, which is the lead marketing
organization for travel to and within Nevada. The Commission on Tourism also offers a
rural grant program to assist tourism marketing efforts.
Locally, National Fish and Wildlife Foundation staff attends agritourism workshops and
have provided support for this research. The University of Nevada Cooperative
Extension has also conducted related research into crop diversification as well as
providing an initial review of agritourism potential in Nevada. Finally, the Nevada
Assembly recently passed and the Governor signed into law, SB 206 on Cottage Food
Industries indicating that the State of Nevada recognizes an opportunity for food
production diversification including farmland production as part of agritourism
businesses.
Constraints
1) Tourism organization. The primary limitation for growing agritourism in the Mason and
Smith Valleys is the absence of a dedicated tourism development entity that can
coordinate efforts in the region. In this void the Yerington Theater for the Arts and the
Jeanne Dini Center has provided support for the Taste of the Valley event and has
obtained grants from the SCI and the Nevada Commission on Tourism (NCOT). With no
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lead tourism entity there is, despite a willing volunteer resource in the community, a
reportedly diffused effort. Different organizations pursue individual projects with limited
region-wide coordination. Internet presence for example is limited to the NCOT Nevada
Silver Trails Territory.
2) Primary attractor. No primary signature tourism attractor, facility, or activity that
provides the region with visibility to the traveling public. While the setting of the Mason
and Smith Valleys is an excellent foundation from which to grow, the region is not a
recognized destination. Because there is no notable tourism attractor, a long-term,
creative, and integrated product development and marketing strategy will be necessary.
3) Crop diversification. The majority of farmland in the Mason and Smith Valleys is
cultivated in alfalfa and other feed crops, though there is an increasing diversification
with table crops such as onion, garlic, and broccoli among others. We understand that
simple market economics determine what farmers produce on their properties and that
market conditions can change. For this reason the Taste of the Valley fall harvest, Italian
heritage, and art event is an ideal starting point. To the extent that production in the
Mason and Smith Valleys continues to diversify and produce a table crops or products
that may lend support to agritourism, other future events may be developed (selection
of crops with agritourism potential shown Appendix B).
4) Existing agritourism. In the wider northern Nevada region there are a select number of
agritourism operations and none publicized in the Mason and Smith Valleys at present.
Accordingly, local agritourism entrepreneurs will be pioneers in this business sector both
with respect to product development and marketing. However, the success of Lattin
Farms in the Fallon area, and Corley Ranch in the Carson Valley, indicate potential for
other farmers to consider agritourism as a revenue-generating component of their
agricultural operations. These recognized agritourism destinations also provide notable
examples for interested Mason and Smith Valley farms.
5) Regulations and insurance requirements. According to a recent 2009 California state
agritourism survey of operators, zoning, permitting, and environmental health
regulations are the leading impediments to farmers and ranchers who want to expand
their operations to include agritourism enterprises. Since our research focused on
agritourism market potential we did not review regulatory limitations. As interest in the
Mason and Smith Valleys emerges, this constraint will require a thorough investigation.
However, the fore mentioned Cottage Food Industries legislation indicates that Nevada
state and local regulatory entities may be amenable to assisting the agritourism sector
with less stringent limitations than are usually typical in the State of California. A
summary of the California operator survey challenges is shown below in Figure VI-1.
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Figure VI-1
Leading Challenges to Agritourism Growth in California
Major challenges rated 4 or 5 by California agritourism operators,
on a scale of 1 (not a problem) to 5 (very challenging).
Source: Rilla E, Hardesty S, Getz C, George H. 2011. California agritourism operations and
their economic potential are growing. Calif Agr 65(2):57-65.
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VII. Recommendations
This section outlines series of action items that emerged from the background and literature
review, market analysis, and opportunities and constraints assessment. These
recommendations include product development approaches – such as event development
or farm site operations; and marketing approaches – including community organization and
internet marketing.
Product Development
Product development efforts focus on those activities and events that attract travelers to a
region – the tangible agritourism related places and activities that will attract those from
outside the area to visit Mason and Smith Valley communities and hosting farm operations.
1) Agritourism events. This is the principle tourism attractor in the agritourism sector that
can enhance an entire community or establish an identity for a region such as the Mason
and Smith Valleys. In a sense events can help “brand” an area and establish its image in
the minds of potential visitors. Fortunately the region has an emerging event in the
Taste of the Valley event hosted by the Dini Center for the Performing Arts in Yerington.
We recommend a strong focus on this event as a basis for future agritourism
development in the Mason and Smith Valleys – building attendance and associated event
activities over time.
This year’s Taste of the Valley event attracted an estimated 500 attendees with the
Center hosting an estimated 185 persons for the evening Blues and Brews event. In
addition, an estimated 170 Ravioli dinners sold for the Ravioli Night event. Other
approaches to grow the Taste of the Valley event include: 1) coordinate scheduling with
other Mason and Smith Valley events to avoid overlap and maximize community
volunteer resources; 2) leveraging timing (keep this an early fall event) to augment
publicity generated by the Reno Italian Festival.
Finally, those attending the initial WNC agritourism workshop had ideas for additional
events or destination activities that may be developed at other times of the year
including but not limited to: sheep dog trials including sheep and fiber art events,
specialty crop events focused on table and flower crops that may emerge as growers
investigate new market opportunities, migratory bird events that allow visitors to travel
throughout the area and visit individual farms by permit or fee.
2) Agritourism Focus. We recommend that future Taste of the Valley and other agritourism
event development maintain an agricultural heritage focus. Once established,
community based special events sometime strive to do too much and include associated
events and activities that are disconnected from the original or core purpose. This is
understandable as other community organizations may want to participate, however,
these non-compatible activities and events can dilute the image of an agritourism event
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and especially for a specific destination area such as the Mason and Smith Valleys that
may be attempting to establish and maintain an image as an agritourism region.
3) Link with Cultural-Heritage Tourism. The Italian heritage aspect of the Taste of the Valley
event – featuring locally cooked Italian food – also provides a unique aspect for growing
agritourism in the Mason and Smith Valleys; combining the areas unique, and deeply
rooted, Italian cultural heritage with agriculture. Based on our research we have
established the area’s Italian heritage as a potential opportunity for working with other
entities throughout the state.
Mason Valley is known by many as the "Onion Capital of the West.” Each year, during
the September-October onion harvest, many of the fields in the valley are lined with
sacks of freshly harvested white, yellow, and red onions. Building on the reputation of
Mason Valley for the production outstanding quality onions, combined with Italian food,
and cooking, provides an opportunity to build on name recognition and attract visitors to
the region. Onions have the potential to be featured as part of the Italian themed Taste
of the Valley event or as a basis for a future onion festival in the Mason and Smith
Valleys, similar to others in the west such as the onion festival in Vidalia California (see
section on Comparable Farm Land Recreation and Events).
Other locally produced agricultural products such as cheese and dairy, breads, garlic,
eggplant, tomatoes, eggplant, summer squash, and cantaloupe would also have the
potential to support, and/or be featured as part of a festival or event in the Mason and
Smith Valleys.
While there is the Great El Dorado Italian Festival presented by the El Dorado Casino
Resort in Reno, the Mason and Smith Valleys feature the only concentration of Italian
heritage culture in rural Nevada that we have located. Our research also indicated that
Italian immigrants to Northern Nevada arrived to farm the area and provide food
products for miners in the Comstock Lode mining District in Virginia City as well as other
region mining districts. More prominently featuring this heritage at local and state
museums and working with the State of Nevada Commission on Tourism and Cultural
Affairs including the Nevada Arts Council may provide opportunities for telling this story
and attracting visitors to the Taste of the Valley and other events.
Coordinated marketing with Virginia City may also provide a unique and potentially
effective way to share the areas agricultural heritage – the Nevada mining industry and
the regions farms and ranches grew together. Finally, the Mason and Smith Valley
agriculture sector has by its very nature a heritage element, so-called dude or quest
ranches in other parts of the country combine western heritage with agritourism to
market farm or ranch hosted operations.
4) On-farm Operations. While the agritourism alternative for farm operations is a new
initiative in the Mason And Smith Valleys at this time, there were a number of interested
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farm operators at the August Agritourism Workshop hosted by Western Nevada College,
Specialty Crop Institute. Clearly there is initial interest on the part of local farm and
ranch owners. Throughout the USA there are farm and ranch properties that have
established Bed and Breakfast operations on their properties, also fee based hunting
activities are common through the country. We recommend working with the Nevada
Commission on Tourism and the Silver Trail Territory to investigate opportunities for
interested farms and ranches. As ongoing SCI workshops focus on this topic, the
information may provide special information about how-to-start an agritourism business
in Nevada perhaps in cooperation with a small business development entity and the
Nevada Commission in Tourism.
5) Scenic Road Farm Trails Program. The scenic quality of traveling through the green
Mason and Smith Valleys surrounded by high desert landscape may be ideal for a farm
trails scenic byway-type signing and marketing program. As part of agritourism
development efforts this alternative should be investigated further perhaps initiating an
Alternate 95/Highway 208 corridor association to cooperatively promote this scenic
alternative and capture a share of travelers on the Highway 395/Highway 95/Highway 50
corridors.
6) Other related tourism. While no single recreation activity provide the Mason and Smith
Valley with a primary attractor the area does have a variety of outdoor recreation
activities that, if marketed as part of a Mason and Smith Valley tourism experience may
entice visitors to extend their stay and make additional expenditures within the local
communities. For example visitors looking for an agritourism lodging place or event may
also visit the Mason Valley Wildlife Management Area for bird viewing opportunities or
visit the Wilson Canyon for hiking, photography, or sightseeing.
Marketing
Marketing is about communicating the region’s agritourism character to potential visitors,
attracting those visitors and capturing visitor expenditures. Marketing includes a full array
of message and media approaches from traditional print media to Internet-based social
Media.
1) Community organization. The most critical constraint we identified for growing
agritourism in the Mason and Smith Valleys was the absence of a coordinating voice for
the region’s tourism industry. At present the Yerington Theater for the Arts (YTA) which
operates the Jeanne Dini Center is the de facto tourism development organization and
the lead group for the Taste of the Valley event. However, the YTA is primarily focused
on its facility. The Yerington Mason Valley Chamber of Commerce is one example of an
organization that once led tourism efforts and could promote the Mason and Smith
Valleys regional marketing program in the future. Moreover, a joint regional marketing
strategy is critical to the success of agritourism in the Mason and Smith Valleys. We
strongly recommend that the area develop a tourism specific organization and/or a
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broad-based advisory group with a committed and dedicated long range effort. As part
of any future tourism effort we further suggest an ongoing internal public relations effort
which will educate the community about the benefits of agritourism including indirect
effects, economic impacts, increased services for residents (restaurants), tax revenue
etc.
2) Northern Nevada Agritourism. Given the currently modest numbers of Nevada
agritourism operations and events, a wider regional approach may increase agritourism
visibility and encourage cooperative marketing resources for the region. A regional
effort may also provide new startup agritourism business with increased information and
readily available case studies from existing operation such and Latin Farms in Fallon and
Corley Ranch in the Carson Valley. At present the Specialty Crop Institute (SCI) is serving
as a superb clearing house and facilitator for the agritourism industry including ongoing
workshops. In time we anticipate that this effort may serve and an incubator for a wider
regional agritourism alliance.
We suggest investigating other regional agritourism approaches may include cooperative
communication (perhaps facilitated by the Nevada Commission on Tourism) among the
three regional NCOT tourism territories (Reno/Tahoe, Pioneer, and Sliver Trails). For
example, a joint agritourism sub-committee of these territory organizations could
augment the SCI agritourism program with their marketing expertise and online
resources.
3) Regional Cooperative Marketing. At the regional level, joint promotion, advertising
campaigns, and coordinated strategic planning efforts are necessary for the success of
agritourism. For example a single website can provide visitors with a source to discover
harvest fairs, demonstration farms, farmers’ markets, and as more nature-based tourism
(.e.g. Eagles and Agriculture). The site can combine agritourism opportunities with other
outdoor recreation activities available in the region. Money generated by transient
occupancy taxes (TOT) has been used in some areas of California to support and promote
regional agritourism marketing efforts. In Nevada the Commission on Tourism also
provides a grant program for marketing programs.
4) Individual internet marketing. The Internet is widely used every day by members of the
general public as their first source of travel information. In addition to a Mason/Smith
Valley regional website, each agritourism operator needs to have a Web site that
includes key information such as directions, hours of operation, calendar of upcoming
festivals and activities, products in season, contact information, and customer reviews.
The site must be kept current and be consistent with any other promotional materials.
5) Other Social Media Opportunities. Using video and YouTube – With a small, economical
hand-held camcorder, an operator can create a videos of events, testimonials from
customers, or a virtual tour of what visitors will see at a farm or ranch, and post them to
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YouTube, which can also link to a Web site. Other web-based sites that are increasingly
being used for marketing purposes include:
Facebook – Small, niche farm products can be promoted on Facebook. An operator can
create a “fanstore” to help promote farm products they may ship or sell by mail.
Facebook’s review wall can be used to post visit comments.
Start a Blog – Blogging from your Web site or Facebook will allow operators to stay
activity connects with fans and customers.
Twitter – A networking and micoblogging service that enables its users to send and
receive text-based messages known as “tweets”.
Newsletters – Electronic newsletters, also known as e-newsletters, are another way to
stay connected with visitors. Some operators have established seasonal newsletters.
6) Visit other agritourism events and destinations. Interestingly our research indicates that
throughout the USA the agritourism sector is in the early stages of development. While
some individual operations and well-known agritourism events have a long history, a
recognized nationwide and regional agritourism sector is just now emerging. Fortunately
there are ample successful examples for those interested in either starting a business on
their farm or an event in their community. Some of the comparable events listed in this
report are prime examples. We recommend that both community proponents and
individual operators visit events and destinations, ask questions, and apply the lesson
learned to the Mason and Smith Valleys.
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Appendix A: Nevada Commission On Tourism Regions
COW BOY COUNTRY
Humboldt
Washoe
Pershing
Elko
REN O-TAHOE
TERR ITORY
Eureka
Storey
Churchill
Carson
City
PON Y EXPRESS
TERR ITORY
Lander
Lyon
White Pine
Doug las
Mineral
NEVADA SILVER TRAILS
Esmeralda
Lincoln
Nye
LAS VEGAS
TERR ITORY
Clark
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Appendix B: List of Crops with Agritourism Potential
arugula
asparagus
bees/honey
beets
berries
carrots
Community Supported Agriculture - subscription farms
culinary herbs - fresh & dried
ethnic produce
flowers - daffodils, sunflowers, lavender (tie into agritourism)
garlic - fresh and seed
ginger & other exotic culinary plants
greens
hoop house production
hops
lavender
nursery plants
onions
peppers
potatoes
pumpkins
seeds - specialty crop, organic, and native plant
specialty barley for beers
specialty cut flowers
table grapes
teff
tomatoes
value-added products
winter squash
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Appendix C: References
Anseth, Sullins, and Thilmany, Colorado State University, Department of Agriculture and
Resource Economics, Colorado Agritourists, Who are the Adventurers, the Seekers, and the
Explorers, Economic Development Report, No. 16, 2007.
Anseth, Sullins, and Thilmany, Colorado State University, Department of Agriculture and
Resource Economics, The 2006 Economic Contribution of Agritourism to Colorado: Estimates
form a Survey of Colorado Tourists, Economic Development Report, No. 24, 2007.
Bragg, Bruch, Hankins, McDaniels, Prather, Winchester, and Ziehl, University of Tennessee,
Center for Profitable Agriculture, Agritourism In Focus, A Guide for Tennessee Farmers, 2005.
Bruch, English, Jensen, Lindborg, and Menard, University of Tennessee, Center for Profitable
Agriculture, A Snapshot of Tennessee Agritourism: 2013 Update, 2013.
Brown and Hersey, University of Wisconsin, Cooperative Extension, Agritourism in Wisconsin
from the Consumer Perspective, 2012.
Brown and Reeder, United States Department of Agriculture, Economic Research Service,
Farm Based Recreation, A Statistical Profile, Economic Research Report No. 53, 2007.
Chouinard, Galinato, Taylor, and Wandschneider, Washington state University Extension,
Agritourism in Washington: An Industry Profile, 2011.
Curtis, Monson, University of Nevada Cooperative Extension, Agritourism: Opportunity for
Crop Diversification, Fact Sheet 05-38. 2005.
Destination Analysts, For California Travel and Tourism Commission, California Rural Tourism
Research, 2011.
English, Jensen, Lindborg, and Menard, University of Tennessee, Department of Agricultural
Economics, Visitors to Tennessee Agritourism Attractions, 2006.
Fadali, Harris, and Curtis, University of Nevada Cooperative Extension, Potential for
Agritourism in Nevada, Fact Sheet 07-31. 2007.
George and Rilla, University of California, Agriculture and Natural Resources, Marketing
Strategies for Agritourism Operations, Publication 8444, 2011.
George and Rilla, University of California, Agriculture and Natural Resources, Agritourism
and Nature Tourism in California, Publication 3484, 2011.
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Gustafson, University of Minnesota Tourism Center, Building Bridges: Connecting Agriculture
and Tourism, 2007.
Iowa State University, Agricultural Marketing Resource Center, Zoning and Health
Considerations in Agritourism, 2007.
Iowa State University, Agricultural Marketing Resource Center, Best Management Practices
in Agritourism, 2007.
National Restaurant Association, What’s Hot Chef’s Survey, 2013.
Rutgers University, New Jersey Agricultural Experiment Station, Economic Impact of
Agritourism in New Jersey, 2007.
Oregon State University, Extension Service and Small Farms Program, Oregon Agritourism
Summit Summary, 2013.
State of Nevada, Governor’s Office of Economic Development, 2013 Nevada Agriculture,
Analysis and Opportunities, 2013.
Southern Maryland Resource Conservation and Development Board, Inc., Taking the First
Step: Farm and Ranch Alternative Enterprise and Agritourism Resource Evaluation Guide,
2004.
USDA Forest Service, National Survey on Recreation and the Environment, Recreation and
Tourism Statistic Update, Toiyabe National Forest. 2006.
USDA Forest Service, National Survey on Recreation and the Environment, Recreation and
Tourism Statistic Update, Humboldt National Forest. 2006.
Walden Mills Group, For the State of Colorado, A Three-Year Action Plan For the Promotion
of Agritourism in the State of Colorado, 2013.
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