Vacation Farms Attract Half a Million Each Year

By Malcolm I. Bevins.

If you looked around the countryside at vacation farms, you would be struck by their great diversity. Some vacation farms have animals. Some have guest rooms in the farmhouse, others have cottages. Some offer fully prepared meals, others provide cooking facilities. Some have swimming pools and tennis courts, others simply offer the "ole swimming hole." The rural environment with open space and clean air is common to all.

Most recent estimates indicate that about half a million Americans currently take a farm vacation less than 1 percent of our total population. Over half of these vacationers come from the nine largest U.S. cities. Two out of three adult farm vacationers were raised or spent some time on farms or ranches in their childhood.

The typical farm or ranch vacationer can be described as highly educated, and holding a professional or managerial position with relatively high earnings. Most typically, this vacationer also has a larger than average family.

A recent survey indicates the desire for peace and quiet is the single, most important reason for taking a farm vacation. Secondly is the desire to give a special experience to the children. Less than one-fifth take such a vacation for reasons of economy.

Generally, farm vacationers do not seek a highly organized program of recreational activities, but they desire to participate in a variety of activities. Horseback riding, hiking, and swimming all rank high on the list of desired activities. A single activity, like observing farm animals, is not enough. Urbanites seek to place themselves temporarily in the clean lifestyle of rural America.

A vacation farm operator and his family must like working with people, often as much as 18 hours a day. This calls for time, patience, and understanding. A certain amount of privacy is lost. But a better understanding of people, places, and things is almost sure to rub off on the farm family.

Farm vacationers need private quarters their own dining room, lounging area, and toilet facilities. Cleanliness is an absolute necessity, not only to attract and keep guests, but also to meet health department requirements. Accommodations should be cozy; there is nothing like a crackling fire on a cool or damp night.

Water is a key word in more ways than one. An abundant supply of pure water under pressure is needed, between 100 and 150 gallons a person per day. Additionally, clean water for recreation is highly desirable. Swimming is a top recreational activity during summer months. A pool often is preferred over a pond, and quality is easier to control.

Good, old-fashioned, home-cooked meals loaded with variety and imagination keep folks happy. Guests are on a holiday schedule, so meal hours must be flexible.

Clientele Goals

Early in the planning process a decision must be made as to whether or not to seek special clientele. Some vacation farm operators choose to cater to young families, others prefer older couples without children. Although some operators cater to both groups, this can lead to problems. Older couples like a quiet setting, children like lots of activity.

A vacation farm catering to young families has a limited season, tied to summer vacations. On most farms, this coincides with the busiest harvesting schedule. Potential conflict between both activities must be carefully evaluated.

Operators will also have to decide whether to accept children not accompanied by parents. The degree of responsibility Is quite different.

The final decision on clientele should reflect the entire farm family's personal attitudes. Although the joys associated with working with youngsters can be most rewarding, sharing experiences with older persons can be equally satisfying.

Legal liability for accidents or injuries represents another basic consideration. Some activities pose greater risk than others. Coverage will cost more for horseback riding than for swimming. Discuss these matters carefully with your insurance agent. Incorporation becomes an important consideration as a technique for limiting liability.

Fringe benefits will likely accrue if the vacation farm enterprise is established. A tennis court or swimming pool developed for the vacationers can be used during off-peak periods by the farm family.

How to Charge

Nationally, vacation farms are relatively few in number and diverse in character. For this reason there is no established food and lodging price range that can be considered appropriate for all. However, a few guidelines do apply.

Business should be attracted on the basis of recreational opportunity, not low cost.

Some budgeting of potential income and expense at several different prices will be helpful. Income must cover all costs and return a reasonable profit for time spent.

Income on the vacation farm is not restricted to food and lodging charges. Farm products like maple syrup can be sold directly to your guests at retail prices, as can fishing tackle and bait to the fishermen. Boat rentals will also be profitable.

The camper needs a variety of services such as ice, firewood, bottled gas, and food supplies. It is not uncommon for campers to spend more money on services than on camping fees, but don't "nickel-and-dime" your guests excessively. Vacationers are willing to pay a reasonable total price but object to a constant bombardment of small charges.

Several features of a vacation farm give it greater appeal than standard resorts. Prices are usually lower because the farm operator has less invested than the traditional resort operator. Farms are less crowded than resorts. And country living has an attractive new image, especially among young people.

In the future, energy conservation may trigger an increase in the popularity of vacation farms. Why travel 2,000 miles to Yellowstone National Park when a fun-filled vacation can be had much closer to home?

The RV Market

The recreation vehicle (camper, trailer, or motor home), so popular today, must be considered in the total picture. Currently, recreation vehicle (RV) manufacturers are shipping over half a million units annually to dealers.

An estimated 6 million portable camping units across the country are in use today.

RV owners seek a place to park their unit where electricity and water are available, and clean toilet facilities conveniently located. Catering to this group is easy for the farm operator no sleeping accommodations are needed.

The potential for vacation farms looks good, but will never be fully realized without a significant marketing effort. Consumers are bombarded by advertising and promotional programs from other recreation suppliers looking for a share of the market.

Vacation farm operators might well look to their old friend, the cooperative, for help. As often demonstrated, a group of farmers advertising together can achieve results that would be impossible for one alone.

Don't make any decisions about this business without first visiting at least one on-going vacation farm. Go as a regular guest a great deal more can be learned.

While you rub elbows with other guests, find out their likes and dislikes. Talk to the management about problems and opportunities, and stay objective during this evaluation process.

Take part in recreational activities offered, both familiar and unfamiliar. This can be fun and you may uncover useful ideas.

Keep notes on your thoughts and impressions and take plenty of pictures. These can help you evaluate your experience when you get back home.

State Standards

Before you start your business, visit the state health department or licensing authority. Find out about state standards. If your planned facilities are substandard, how much will it cost to bring them up to the mark?

Contact the local office of the Soil Conservation Service and discuss the physical attractiveness of your area to vacationers. Give some thought to conservation practices that might improve your farm's appeal.

Drop in at your county Extension office. Specialists there and at the State university can help you evaluate the feasibility of a vacation farm and lead you to other sources of assistance.

If financial help is needed, talk with your banker as soon as possible. Perhaps you will qualify for financial aid from either the Small Business Administration or the Farmers Home Administration.

Finally, gather the entire family and discuss, in frank terms, potential impact of the venture on family life. Is everyone ready for this change? Carefully weigh all benefits against all costs, both monetary and nonmonetary. Take a vote. If the " ayes" have it, welcome aboard. Good luck!

Malcolm I. Bevins is Extension Economist and Associate Resource Economist, Vermont Agricultural Experiment Station, University of Vermont, Burlington.