OKLAHOMA
Agritourism
Resource Manual
“America is a land of opportunity and don’t ever forget it.” - Will Rogers
Medicine Park
Table of contents 4 What’s Agritourism All About? 6 Saddle Up Pilgrim We’re Burnin’ Daylight -
You Have to Start Somewhere! 8 There’s Gold in Them Thar’ Hills -
Agritourism Industry Potential 9 Why Are We Circling the Wagons? -
Prairie Song
Saddle Up Pligrim We‘re Burning Daylight
6
What’s the Interest in Agricultural Activities? 12 I Think We Got the Drop on Them! —
The Hitching Post Bed and Breakfast
Producer Advantages of Agritourism 14 There’ll be a High Time in the Old Town
Tonight! - The Endless Possibilities of Agritourism 19 The Good, the Bad and the Ugly -
Is Agritourism for You? 20 If Mama Ain’t Happy, Ain’t Nobody Happy! -
Why Are We Circling the Wagons?
10
Considerations Before You 22 “Cookie Says He’s Got it all in the Chuck Wagon” -
Assessing Your Resources 25 You Have to Load Your Gun Before You Shoot It! -
Developing a Business Plan 58 Company’s Coming – Smile When You Say That! —
Hospitality & Image
Girls Gone Wine
Company‘s Coming
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61 Here Comes the Calvary! -
Contact & Resource Information
On the Cover: Wild Things Farm, Kiamichi Country
Oklahoma Agritoursim
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What‘s Agritourism All About? Agritourism has best been defined as inviting
The terrain of Oklahoma is one of America’s
the public onto a working farm or ranch to
most diverse. From southeastern Oklahoma’s
purchase products, learn, have fun or just relax.
forests to the vast tallgrass prairie in Osage
Most people in the industry simply describe
County, to the beautiful rolling hills of the
Agritourism as the crossroads where agriculture
northeast and the wheat belt of north central
and tourism meet. Agriculture has long been
Oklahoma, to the open short grass prairie of
Oklahoma’s largest industry and tourism has
western Oklahoma and the Mesa country of the
grown to be our state’s third largest industry.
farthest reaches of the Panhandle – Oklahoma
It only makes sense that we link these two
has it all! It’s time we show off what we have and
industries to increase the bottom line for
be proud.
agriculture producers and help position rural Oklahoma communities for tourism markets. Agritourism is a growing industry and one that has strong potential in Oklahoma. Oklahoma has a unique western and culturally diverse heritage. From the ancient civilizations displayed at the Spiro Mounds to the forced placement of the Five Civilized Tribes to the crossing of the Santa Fe Trail and the rowdy history of the cattle drives of the Chisholm Trail and the Great Western Trail to the pure excitement of each and every Oklahoma Land Run and the culture found along historic Route 66 – no other state’s history can compare to ours! 4
Oklahoma Agritourism
Sorghum Mills Christmas Tree and Blackberry Farm
Oklahoma
leaders
have
realized
the
travelers. While some Agritourism operators will
potential for Agritourism and are dedicated
seek large numbers of tourists, other operators
to expanding and promoting the industry.
will only entertain a few at a time or only entertain
For some in Oklahoma, Agritourism is not
tourists during a particular season. Aside from
new. Many successful Agritourism businesses
offering an attraction or activity that has a
have operated in the state for years. Those
demand from the consumer side, Agritourism is a
Agritourism entrepreneurs had the foresight to
segment of tourism where producers are in total
fill a growing need of a population that continues
control of decision-making and independently
to grow further from their agricultural roots
decide what they want to offer, what types of
and become disconnected from agriculture.
guests they want to attract and when they want
Tourism can mean many things to many people.
guests to visit their operations.
Sometimes when farmers and ranchers think of tourism, they conjure up images of massproduced travel that attracts large numbers of Route 66 Wheat Field
It’s time farmers and ranchers realize the value of what they take for granted everyday. With so much to offer, the potential for Oklahoma Agritourism is incredible!
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Saddle Up Pilgrim We‘re Burning Daylight You Have to Start Somewhere! If you think you are interested in Agritourism, it’s time to dive in and do some homework. The purpose of this book is to give farmers and ranchers, who are interested in Agritourism, a basic starting point. This book is designed to help: • Introduce farmers and ranchers to Agritourism and its potential. • Help farmers and ranchers decide whether or not they want to pursue Agritourism as an additional
product offering within their current operation. • Provide farmers and ranchers with basic information on how to start their own Agritourism
business through the process of building a business plan. • List important contacts and resources that can assist farmers and ranchers in their Agritourism
business. Let‘s get Started!
Aaron‘s Gate
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Oklahoma Agritourism
Rusty Gables Guest Lodge and Gallery
Oklahoma Agritourism
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There‘s Gold In Them Thar Hills Agritourism Industry Potential
Tourism is Oklahoma’s third largest industry
and makes it available to all Agritourism industry
and continues to grow. Traveler spending
partners. All current research findings are
impacts local economies in all 77 counties
available for viewing and download at www.
across the state. To see the economic impact
TravelOK.com/industry_reports. Please take
of tourism in your county, visit www.TravelOK.
advantage of this information to assist with your
com/industry_reports. There you’ll find the
business plan and marketing efforts.
latest research and information broken out by county. The Oklahoma Tourism & Recreation Department conducts a wide-range of research
Wichita Mountains
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Oklahoma Agritourism
The U.S. Travel Association is another great resource for travel trends and traveler demographics. Their research resources can be viewed at www.ustravel.org/research.
Why Are We Circling The Wagons? What’s the Interest in Agricultural Activities?
In general, it’s hard for farmers and ranchers to believe what they have has value. Activities that are everyday events on a farm or ranch are events that tourists are willing to
Just a Few Reasons Tourists Want to Get Out of Town
pay to participate in. IT’S WHAT YOU TAKE FOR GRANTED EVERYDAY! Where else could
In a commercialized world
many
of fabricated fun, visitors are
possibilities than right here in
looking for unique and authentic
Oklahoma?
experiences.
Agritourism
have
so
They want to participate and see how their food is grown. Travelers want to experience the West to see where the land
They want to get away from
runs took place and experience
the rat race and traffic they
the culture and heritage they
experience every day.
have read and learned about.
Most individuals are three to five generations removed from
They want to see the stars in the open skies.
the farm. They no longer have
They want to view the
a parent, grandparent or aunt
wildlife that still roams freely in
and uncle to visit on the farm
rural areas.
anymore. Oklahoma Agritourism
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Oklahoma Agritourism Association 2011 Accredited Businesses 1
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1 Indian Creek Village 2 Lavendar Valley Acres 3 Meadowloake Ranch 4 Native Spirits Winery 5 Orr Family Farm 6 P Bar Farms 7 Plymouth Valley Cellars Vineyards & Winery
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Oklahoma Agritourism
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9
10
11
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13 8 The Rusty Nail Winery 9 Sheperd‘s Cross 10 StableRidge Vineyards & Winery 11 Summerside Vineyards, Winery & Meadery 12 Tatanka Ranch 13 The Turning Leaf Inn 14 Whispering Meadows Vineyards & Winery
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15 Wild Things Farm
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Law Dawg Hunting Lodge
Crest v
iew F arms
I Think We Got the Drop on Them! Producer Advantages of Agritourism If you’re thinking about Agritourism, you probably already have an inkling of why you want to pursue a new venture. People start Agritourism businesses for many different reasons including: An opportunity to generate more income. Agritourism activities probably will not take the place of current agriculture crops; however, it can add a new profit center to the current operation.
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Oklahoma Agritourism
A way to increase revenue without increasing acreage. Compared to traditional commodity markets, Agritourism offers a new way of marketing products and services. It’s a way to go from “What will you give me for the crop I produce” to “This is what I want for the product of service I provide.” An opportunity to build a new business with resources that already exist.
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Provides a way to include future generations on the farm or ranch and keep the land in the family. A way to supplement for retirement. Offer a way to educate the public on how their food is grown. Demonstrate and showcase how producers protect and care for
the land and natural resources. An opportunity to educate people about both historic and modern methods of farming and the risks involved in everyday agriculture.
Country Cottages Primitives Lavendar Farm
Oklahoma Agritourism
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There‘ll Be a High Time in the Old Town Tonight! The Endless Possibilities of Agritourism Agritourism activities are only limited by your
Arkansas, Colorado, Kansas Missouri, Ohio,
imagination. If you are considering Agritourism,
Oregon, Pennsylvania, Tennessee and Virginia.
you will need to look at your surroundings
For a list of agritourism destinations in Missouri
and resources in a very creative and different
compiled by Eckert AgriMarketing visit
way than you have in the past. Take a look at
http://www.eckertagrimarketing.com/eckert-
what others are doing in Oklahoma as well as
agritourism-rural-bounty.php
around the nation and world. There are literally
For Agritourism locations around the U.S.
hundreds of web sites you can look at as you
and the world visit www.agriscape.com/
research what you want to do.
agritourism/ and www.perso.wanadoo.fr/
Oklahoma has resources for farmers and ranchers who are considering becoming an Agritourism producer. The Oklahoma Agritourism Program web site is www. oklahomaagritourism.com and includes a resource manual that helps with the initial business plan and things to think about when you are starting a business. Oklahoma also has a site for consumers to find Agritourism destinations to visit at www. travelok.com/agritourism. Consider the following states when looking for successful Agritourism businesses and opportunities outside Oklahoma – Alabama, 14
Oklahoma Agritourism
agrisport-france2/anglais.htm
Livesay Orchards
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Remember as you decide what Agritourism activity you will offer, it must be a QUALITY experience that includes a well-orchestrated mix of entertainment and education. Agritourism activities might include:
Overnight Stays:
Rock climbing
Farm and ranch stays
Barn tours
Rural bed and breakfasts
Farm equipment demos
Camp sites
Wagon rides
Youth camps
Campfires and picnics
Cabin/vacation rentals
Bird watching
RV sites
Wildlife watching
Equine stalls/pens
Recreational Activities and Tours:
Special Holiday/Seasonal Events:
Fee fishing and hunting
Haunted house
Wineries and vineyards
Haunted hay ride
Skeet shooting
Corn maze
Cattle drives
Pumpkin patch
Calf roping and branding
Holiday celebration
Harvesting crops
Harvest festivals
Biking
Music and art festivals
Horseback riding
Mother’s Day specials
Archery
Valentine’s Day packages
Stargazing Hiking 16
Oklahoma Agritourism
Hospitality Services:
Retail Sales: Local Produce and Farm
Catering for events held on your farm or ranch
Products Sold at the Farm Gate:
Meeting and conference facilities for business
Jams and jellies
and pleasure such as:
Bread
Country weddings and receptions
Home-grown meat
Company retreats
Vegetables
Family reunions
Fruits
Church groups
Pecans/peanuts and other nuts Wine/juices
Youth and/or Adult Education:
Salsa
Flowers
Organized tours: school, senior, church
and others.
Floral and nursery plants
Pick-your-own fruits and vegetables
Ag education programs: how to grow
pecans, wheat, soybeans, cotton, how to care
Rent-a-tree, berry bush, garden or flowerbed
for livestock, how crops are processed and made into products.
With so many options, it might be hard to
decide what to do. Just remember – don’t try
Nature education programs: wildlife,
trees, plants, honey bees, etc.
to do too many things in the beginning. Most
successful Agritourism ventures started with
Demonstrations: cheese-making, wine-
making, sheep-shearing, branding, etc.
one idea, perfected it and then moved on to
the next idea. Many times once you get started,
Workshops and clinics such as basket-
making, weaving or horse training.
you will get ideas from your customers on what they would like to see or do, then you can incorporate and accommodate the desires, needs and wants of your customers.
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Cherry Street Farmers Market
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Oklahoma Agritourism
THE GOOD, THE BAD AND THE UGLY Is Agritourism for You? Agritourism isn’t for everyone. The first step
to your farm or ranch. Do you and your family
in deciding if Agritourism is for you is to ask
have the personality to work with the public?
yourself some of the following questions:
Are you and your family willing to give up some
Are you a self-starter? If you want to start and maintain an Agritourism business, you
of your privacy? Can you and your family always be cheerful
need to be a self-starter. No one is going to
and hospitable to visitors? You and your family’s
do the work for you. Agencies, organizations
attitude will mean the difference between a
and other entities can give you the tools to get
visitor having a good experience and a bad one.
started and maintain your business; however,
No one likes to go visit a grump!
when it comes to actually getting the work done, it is all up to you. Being a farmer or rancher naturally takes
Is your farm or ranch neat and clean? Can you ensure your location will be neat and clean every time visitors come to your location?
hard work and long hours. Agriculture is not
Visitors want to visit locations that are neat
your typical 9 to 5 job. However, in addition
and clean. They are there not only to enjoy
to those long hours, are you willing to give up
recreational activities, but also to view the
spare time to lay the foundation and maintain
scenery.
another business? Are you willing to give up nights and weekends that your new business
If you sailed right through these questions, you are well on your way!
may demand? Do you and your family enjoy working with the public? You must consider more than yourself when considering the public coming Oklahoma Agritoursim
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If Mama Ain’t Happy, Ain’t Nobody Happy! Considerations Before You Start As you decide what Agritourism venture to pursue, keep some of the following in mind: Choose something you love to do. It’s hard work to start a new business under the best circumstances. If you are doing it just for the money, it’s unlikely that the energy, creativity, and satisfaction necessary for success will be adequate. What are your talents, skills and interests? Are you or others in your family good at particular crafts such as woodworking, quilting, spinning, basket-weaving, photography or others that could be taught or demonstrated? Get the whole family involved. Agritourism takes extra energy and skills. When several family members are involved, each person can contribute his or her unique talents and specialize for efficiency. Follow demand-driven product. Produce what your customers want. Get to know your customers. Keep adjusting your products according to their tastes and preferences.
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Oklahoma Agritourism
Conduct research at the library or on the internet. Talk to friends, neighbors, other producers, and people in the tourism industry, extension service, foundations and other entrepreneurs who run Agritourism enterprises.
Start small and grow naturally. Invest your ingenuity first, your labor second, and money third. If you start small, the effort you invest and the income you generate are more likely to be matched. Let the market tell you when and how to grow.
Create a high-quality product. Quality is the single most important element that will differentiate your product from mass-produced alternatives. Make your product or service unique. Remember people are looking for a connection with their rural roots. They want to experience the satisfactions of your farm life. Provide them with some fun, education, peace and relaxation.
Develop a sound business plan. To be successful, you have to know where you are headed. Each path requires a different course of action. Set goals for your business and a plan of action to achieve them. Make decisions based on good records. Base business decisions on what is, not what you hope or guess the situation to be. Even if everything else is right, poor financial management and decision-making can kill a business.
Keep informed and educated about the industry. It is important to keep informed about your customers, your competition, the laws concerning your business and other producers. Attend conferences and meetings. Join organizations such as your local chamber of commerce and Rotary that serve local businesses as well as your new customers.
Form partnerships. Make plans to work with those in your neighborhood, community and region.
Bucket of Berries
Look for ways you can work with other businesses and local attractions to make all of you more successful.
Oklahoma Agritourism
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Cookie Says, “He‘s Got it All in the Chuck Wagon” Assessing Your Resources A lot goes into determining what type of
such as hiking, horseback riding, nature tours
enterprise is most appropriate for you and your
or hayrides. Land with water features could
family. Beyond you and your family take a look at
be used for fishing, duck hunting, canoeing and
the other resources you may have on your farm
other water sports.
or ranch. Here are a few things to consider:
Land Location
Land Use
How close are your neighbors? How close
How much land do you own or have access
is your nearest town or city? Being located too
to, and how is it currently being used? Are
close to people may limit some activities such
there areas on your farm or ranch that are only
as hunting. But access to nearby cities may
used seasonally? Could those areas be used
be required for other ventures like pick-your-
for Agritourism for a few months of the year?
own enterprises. How are the roads to your
Operations with open areas may make good
location?
sites for public events. Fallow fields may be
Soil Type
prime spots for hunting. Pasturelands could be
What are the characteristics of your soil and
used to graze alternative livestock such as goats,
what is it best suited for?
poultry or bison.
Farmstead Features
Land Features
Are there historic buildings or other historic
What does your land look like? Does it
features on your property that might serve
have scenic views? Rolling hills? Interesting
as tourist attractions? Is your farmhouse well-
geologic features like caves or other features?
suited for a bed and breakfast? Are there
Land that is unique or visually appealing may
buildings that could be modified for use as
provide income opportunities from activities
conference or banquet facilities?
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Oklahoma Agritourism
Climate
New Facilities
What is the average temperature or rainfall in
What new facilities, such as restrooms and
your area?
Wildlife Is there abundant wildlife on your property that could support recreation such as hunting, fishing or bird watching?
parking areas, must you provide if large groups visit your land?
Opportunities for Collaboration Forming partnerships and collaborating with others cannot be overstated. It can make
Other Resources
a big difference in your success. What other
Are there other activities, lodging and dining
local/regional organizations, governments or
in your community that could complement the
businesses can you collaborate with to market
activities you are planning?
your Agritourism venture?
Tallgrass Prairie Preserve
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Oklahoma Agritourism
Cripple Creek Farms
Oklahoma Agritourism
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YOU HAVE TO LOAD YOUR GUN Developing a Business Plan If you’re thinking, “What is a
business venture. Therefore, a
realistic and fit your needs and
business plan and why do I need
business plan helps you assess
objectives, not someone else’s
one?” then this is the section for
problems that may arise before
ideas and plans.
you. A business plan is a written
you encounter them. It helps
plan that fully describes every
create a vision for what you
business plan is shown in the
aspect of a proposed business.
want to accomplish. It helps
following pages. This section
It is a roadmap to developing
you evaluate your future needs
also includes a checklist of things
your
and can be used as a tool
to think about as you develop a
for measuring and improving
business plan. Remember, as
Many people view a business
the operation. Developing a
you go through the checklist
plan as something you need only
business plan doesn’t happen
and prepare to write your own
if you are planning to borrow
overnight, but taking the time
business plan that the things
money. While you do need a
to build a solid plan will save
listed here may not completely
business plan to borrow money,
headaches and money in the
relate to your business idea
the benefits of a business plan
long run.
and it may require you to seek
are just as important to you –
Many
successful
Agritourism
business.
typical
outline
for
a
sources
additional information pertinent
the entrepreneur. The process
can help you sort through
to what you are planning. The
of developing a business plan
developing a business plan;
following is a good place to start
forces you to seriously think
however, it is important to
and get your entrepreneurial
through all of the aspects of
remember that you, your family
juices flowing!
starting and operating a new
and/or partners are responsible
Here are some excellent
business. You can be sure that
for the final document. This is
web sites that give information
you will face challenges in your
a working plan and it must be
on building a business plan.
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Oklahoma Agritourism
excellent
A
BEFORE YOU SHOOT IT
Chain Ranch
Oklahoma Department of Commerce New and Small Business Support http://www.okcommerce.gov/Libraries/Documents/Business_Plan_Guide_0507051542.pdf SCORE: Counselors to America’s Small Business http://www.score.org/resources/resources-small-business Oklahoma Small Business Development Center www.osbdc.org/ - Search for terms such as information on new businesses, financing, sales tax permit, legal structures, employees, women-owned businesses, etc. Small Business Administration - www.sba.gov/ Resource and Industry Information for Entrepreneurs - www.businessinfoguide.com/ The following Oklahoma institutions, also listed at the back of this book, can help you. Oklahoma Career Techs - http://www.okcareertech.org/bis/services/ Business development and entrepreneurial services and professional development. Oklahoma Cooperative Extension Service - http://www.oces.okstate.edu/ Community and rural development, fact sheets, resources for gardening, crops, livestock, marketing and more. USDA Rural Development – http://www.rurdev.usda.gov/ok/ Oklahoma State University Economic Development Local contacts in county extension offices — a local presence, also community development specialists in the field: Stan Ralstin, (580) 237-7677,
[email protected] Extension Fact Sheets – www.osuextra.okstate.edu/dept/econ/ The web site is searchable for hunting opportunities, fishing, leases, business start-up and valuedadded agricultural products. OSU Robert Kerr Food and Agriculture Products Center - www.fapc.okstate.edu Oklahoma Agritoursim
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The Canyon Inn
Echo Ca nyon
S pa
What to Include in Your Business Plan: Executive summary • Business description • Marketing • Marketing analysis Marketing plan • Operations • Organizational plan Critical risks • Financial plan • Milestone schedule • Risk Management
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Oklahoma Agritourism
EXecutive Summary The executive summary simply highlights the major parts of your business plan. Although the
following is a checklist to go through as you develop your business description.
executive summary is at the beginning of the
• Your mission statement, the purpose of
business plan, it is usually written after all other
your new business and the guiding principles
sections have been carefully thought out and
behind it
planned. If you are trying to persuade an investor
• Your goals and objectives
or lender to support your business idea, this is
• Goals are broad statements about
your opportunity to make your case. You must
what you want to achieve. An example might
catch their attention with the executive summary.
be: “Increase farm revenue with fee-based
Many times if an investor or lender isn’t intrigued
group tours on our dairy farm.”
and persuaded after reading the executive
• Objectives are where it gets down to
summary, they will not read on or give further
the nitty-gritty. What do you specifically want
consideration. Briefly cover who, what, when,
out of your new business? Objectives are clear,
where, why and how. Remember, this is just a
concise and specific. Objectives are stated in
summary so include no more than two pages.
terms of quantitative results such as dollars,
Business Description
rooms per night, number of groups, etc.
The business description section details your business in terms of the service or product you plan to offer. It also includes information
Objectives may also be stated in terms of time, such as six months, one year, etc.
Or objectives can be stated in terms of
pertaining to the industry or where your
profit. Your objectives should be realistic and
business will compete. Throughout developing
attainable. Examples of objectives are:
this section, don’t forget to focus on how you
Entertain 50 groups the first year in business.
will be unique in what you offer. Once again
Increase revenue from tours by 5 percent each year.
when you are finished, you should be able to
Obtain 2,000 hits on web site featuring the
answer what, when, where, why and how. The
dairy farm tours Oklahoma Agritoursim
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Woods and Waters Winery
Company history or background If you are currently a farmer or rancher, when did you start, what do you grow, etc. Are you expanding a current operation or are you starting from scratch? If expanding, how does the new activity or business fit within the overall farm or ranch operation? Do you have any experience with family and friends offering the proposed service, activity or product? Clearly explain the product or service you are offering.
to check to see if the name you are choosing is one that can be used and is not being used by someone else. Information on how-to obtain a trade name or trade mark can be found at: Federal Trademark search – www.uspto.gov/ main/trademarks.htm or there is a Patent and Trademark Depository Library at Oklahoma State University, (405) 744-7086. State Trademark search - Oklahoma Secretary of State, Business Filing Division, (405) 521-3921.You may also check online under
What benefit does it provide?
Sooner Access at https://www.sos.ok.gov/
How is the product or service unique?
trademarks/default.aspx
Does the new enterprise include the need for a trade name, trademark, etc.? Should you protect someone from using your 30
business name and if so, how? The first step is
Oklahoma Agritourism
More information can be found in regard to Trade Names and Trademarks at www.osbdc.org/
Marketing The marketing portion of your business plan includes two general sections. The first section includes your market analysis and the second includes your overall marketing plan. Again, remember your marketing analysis and marketing plan should always focus on how you will satisfy the customer!
Industry Background • What are the characteristics of the industry where you are competing? • Visit www.travelok.com/industry for tourism statistics specific to Oklahoma and its various sectors including agritourism. • This guide, www.businessinfoguide.com/, includes industry info for starting and running many types of businesses, including travel and tourism links. • What travel trends and statistics support your idea? • What legal or governmental factors affect your business? • For example, health department issues, zoning regulations, liability laws, potential changes in laws, etc.
Stone Bluff Cellars Winery
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Market Analysis A market analysis is a matter of defining who you will serve and determining their characteristics, needs, wants and demands.
that make up that industry. Who are bird watchers? What is their typical income level, gender, occupation, age, etc.? What do bird watchers like to see? What are
Who do you want to visit your farm or ranch?
their values and what are their expectations of a
You cannot be all things to all people, consider
location?
yourself a specialist. The market analysis can help you determine a market that will fit with the goals and values of your farm or ranch and help you become more profitable. When considering the market you intend to serve, consider the following: • Demographics — gender, age, income • Geographic Information — region, urban or rural
When do they like to go bird watching? When are the birds in your local area? Where do bird watchers like to go and how far will they travel? How will bird watchers find your location? How will they know you exist and how much do they typically pay to visit locations such as yours? Market research can be obtained from various places such as the local chamber of commerce, convention and visitor bureaus,
• Psychographic — lifestyle or personality
trade associations and publications that share
• Benefits — the tourist’s perception, what
your target market. The Oklahoma Tourism and
appeals to them, how can you form an
Recreation Department has information located
emotional tie?
at www.TravelOK.com/industry_reports.
• Volume — how often will they visit Once you determine your market, conduct as much research as possible about that market. For example, if you want to attract bird watchers read all you can about the travelers
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Strebel Creek Winery
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Find out who is visiting other locations similar to the one you are starting.
What gender, age, income, occupation, location, family status, children, education and
How successful are they?
interests will your customers have? For example,
Will your market include individuals, retired
if you want to target for a hunting operation, you
couples, business travelers, group tours,
will probably look for men that are in the 25-
vacationers or honeymooners?
to 50-year-old range. You may want to target
What kind of groups would you like to entertain and educate? Examples are:
middle class families with busy lifestyles who enjoy adventurous outdoor experiences or you
• Elementary, middle or high schools groups
might target upper class retirees who like tasting
• Associations or professional groups
wine and prefer relaxing vacations.
• Retired group organizations
Where do these people come from? Will your
• Bank tour groups
visitors be local, from in-state or out-of-state,
• Veterans associations
within the U.S. or international?
• Church groups
How will you attract people to your farm?
• Civic or ethnic organizations
Local competition means one of two things, you either choose to compete or complement. Other farmers in your area may already be doing Agritourism, how can you position yourself in a different niche or develop a complementary activity? Competition may include any activity that people do on their vacations or in their leisure time. How are you special? Compare your product, price, promotions, services, strengths and weaknesses. Consider the closeness of major population
Pleasant Valley Farms
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Oklahoma Agritourism
centers. Where do your potential visitors live? What do your potential visitors presently do as tourists? How easily can they travel to your area? How many people currently travel near your area? What other attractions are in your area and who visits? Don’t forget about the market that consists of friends and family who visit the area. Many times when people have visitors, they are
the trip worth their time? Consider working together with other area businesses to create appealing packages. Web sites that can help you get started in your search for a target market include: Oklahoma Department of Commerce Community Profile Information – www.okcommerce.gov/data Includes statistical profiles of states, counties and cities – www.fedstats.gov/ Links to many travel and tourism sites that
looking for local activities or scenic spots to
can help you get a feel for the customers you
entertain their company.
want to attract –
How can you treat each person as an individual? What are current market trends? See www.
www.businessinfoguide.com/travel/ Hospitality trends from several sources www.htrends.com/
TravelOK.com/industry_reports A general rule of thumb is that tourists will be more likely to travel to your location if you can keep them busy four times longer than it took them to get there. For example, if it takes them an hour to reach your location they need to be busy for about four hours. If you can’t entertain them for that time frame, are there other activities that you can package together to make
Oklahoma Agritourism
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Stockyards City
36
Oklahoma Agritourism
Marketing Plan Once you have stated the results of your market analysis and you know who you are targeting, the marketing plan describes how you will take action to reach your target market. This should reflect the goals and objectives stated in the opening of your business plan. The plan addresses the basic concepts in marketing — the Four Ps: product, place, price and promotion, also know as the marketing mix. The Four Ps are your view of what you have that will influence a customer to visit your location or purchase your products and/or services. Product - How is your destination unique? What are the value-added services you are providing your customers? What are your unique activities? What knowledge or education are you providing them? What rare opportunity are you giving? How are you providing an unusual experience? What image are you trying to project with your product? Do you have a great reputation or expertise in regard to the service or product you are offering? Are you offering an authentic experience or product? Place - How can you take advantage of your location? Remote, providing solitude and a quiet getaway Close to other attractions Preserved and natural landscapes Off the highway, yet close to where travelers pass through frequently Rural areas have low crime rates and may give tourists a sense of security
Price — How will you charge for your Agritourism services, products and activities? What are others with similar services and activities charging? What special features will you offer to justify price? Will you offer packages with special pricing? What costs are associated with your services and activities? Consider the following: Office overhead Vehicle expenses Taxes Inventory Loan and interest payments Employees Start up costs Other pricing issues to be considered include to whom you plan to sell your product or service. For example, are you selling to the consumer directly, to a travel agent or a travel wholesaler? Or is your product available at retail outlets? The direct consumer should be charged what is called the rack rate. That is full price of the product or service you have to offer. The travel agent usually receives a 10 percent discount from the tourism provider. He/she then generally sells the product to the consumer at the rack rate. Wholesalers generally receive a 20-30 percent discount off the rack rate, depending on the volume of transactions they produce. How will you handle payment? Most tourist and customers will expect to be able to pay with a credit card. You will need to consider if you are willing to take credit cards. Again, there is a section in the Oklahoma Small Business Development Center Publication “Business Basics” on how to handle credit card transactions. www. osbdc.org searchable for payment, credit cards, etc.
To take credit cards, you will need to set up what is called a “Merchant Account.” You can start looking for a merchant account vendor by: Calling the bank that has your business checking account. Talking with your industry trade and professional association. For example, the Oklahoma Bed and Breakfast Association, to see if they have a service that specializes in your industry. Talking to people you do business with as to who they use and their satisfaction with the service. Promotion — How are you going to advertise your Agritourism business? Promotion takes into account the product, place and price you determined earlier. Promotion describes your plan of how you will make consumers aware of your business, how you will provide them with information about the services, activities and products you provide and how you can help meet their needs. Most Agritourism businesses have limited resources to fund expensive promotional activities so it is critical you get the most bang for your buck. Things to consider when designing your promotional campaign: When will it be done? Who will do it? How much will it cost? How will progress be measured? The Oklahoma Tourism and Recreation Department has numerous ways to help you promote your business. Resources from the Oklahoma Department of Tourism and Recreation are located at the back of this book. You may also want to check out the following link: http://www.travelok.com/files/How_ Can_We_Help_You.pdf Oklahoma Agritourism
37
Promotion Possibilities Free publicity — The best type of marketing
Many professors for such programs are happy
that you can do is to create free publicity.
to pass along your request to their students.
People generally pay more attention to feature
Traditional Media
articles with good photographs than paid
• Send press releases with unique pictures to
advertisement. Some ways you can promote
your newspapers, radio and television stations
free publicity is:
about interesting things to do and see.
Take advantage of listing your business for
• Send your newspaper or radio station, such
free on www.TravelOK.com. This will also get
as National Public Radio and other local stations,
you listed in travel brochures produced by the
your calendar of events and reminders when big
Oklahoma Tourism & Recreation Department.
events are coming up.
To get listed, visit this web site and complete
Social Media
the appropriate form for your type of business: http://www.travelok.com/industry/id.111 Keep your local Convention and Visitors Bureau informed of what you are doing. Word-of-mouth is priceless. People are
The growing popularity and use of social media such as Facebook, Twitter and blogs cannot be ignored. A large amount of potential customers want to find information regarding a destination from social media outlets and from
more apt to visit locations that have been
what people are saying or writing about the
recommended by friends and relatives.
place. The best part is these tools are free!
A unique logo that presents the desired
• Facebook is one of the fastest growing
image of your Agritourism business. Consult a
forms of social media. Establishing a facebook
graphic designer or for a more cost-effective
page requires only an e-mail address and allows
option, consult with a graphic arts student
you to post pictures, stories, updates, invite
at a career tech or a university. Students are
people to events and more. To get started, visit
always looking for ways to broaden their
www.facebook.com and create an account.
portfolio and get some real world experience. 38
Oklahoma Agritourism
• Twitter is a social networking and
microblogging site. It allows users to send and read messages called tweets. Tweets are text-based posts of up to 140 characters displayed on the user‘s profile page. Start at www. twitter.com by creating your unique i.d. such as the ones below @OKAgritourism – state Oklahoma Agritourism Program
Through reading tales of life on the farm or other attraction, people can feel like they are a part of the
@OklahomaTourism – Oklahoma
attraction and will learn about new things. The
Department of Tourism and Recreation
key to blogging is to make regular posts about
@company name – for agritourism businesses • Blogs are a social media tool that does not limit the amount of words you can post.
activities at your destination to keep people coming back to your blog. Blogs also allow you to post pictures and include hours and descriptions for the business. Oklahoma Agritoursim
39
Between Facebook, Twitter, blogging and a
attractions, announcements of improvements,
web site, you may feel overwhelmed just trying
new attractions for visitors, etc. Check out
to keep up. Do some research and find the
www.constantcontact.com for a great web
one(s) that work for you and your company.
site that can help keep you in touch with your
Learn more about web sites as you read on.
customers. Make gift certificates available for your
Additional promotions Hold an open house featuring a season like Halloween, Christmas, Easter, Fourth of July, etc. Invite the media and others that can help spread the word about your operation. Use special promotions such as offering holiday and weekend packages that include activities such as hiking, hunting, theater, fishing, golfing or historic tours. Offer special rates in newsletters,
business. Offer your destination as a meeting place. Study trade journals or interest group magazines. Consider the potential of visiting your local sports club or placing information such as a brochure there. Attend tradeshows. Some organizations can provide a discounted rate or you may consider sharing booth space with another business.
newspapers and regional magazines for mailers and senior citizens. Also, consider targeting specific groups such as women or senior citizens for specific events. Newsletters can be a great way to keep in touch with customers and prospective customers. Newsletters can be mailed or e-mailed. A good newsletter will contain promotional events, special community
40
Oklahoma Agritourism
Selman
Ranch
Edmond Farmers Market
Oklahoma Agritourism
41
Promotional Materials
Tourism Information Center Director prior
Brochures
being distributed in the centers. You will
A brochure should include details about
need to complete this form for the request:
accommodations, activities, directions/map,
http://www.travelok.com/files/Brochure%20
address, phone, fax, e-mail, and above all else,
Distribution%20Request.pdf.
should be a true representation of what your business has to offer. Include nice pictures whenever possible. Visit the nearest welcome center and see what is available and what brochures draw the most attention. If you plan for the brochure to be displayed in
Flyers If you send a flyer, be sure you include who, what, when and where! Who — Name of your operation What — Activities/events
a rack, the best size is a vertical 9-inch x 4-inch.
When — Hours of operation
Be sure that it will fit into your envelopes if you
Where — Location, map, how much:
plan to mail it, or make it a self-mailer. The top
admission fees per package
one-third of the front of your brochure must
Billboards or other off-site signage
sell it, as that is all that will be visible from most display racks.
Billboards are very expensive. Are there other attractions you could share the cost and
• Use bright colors.
advertising of the billboard?
• Have a good combination of facts and
Entry Signage and Directional Signage
emotional appeal.
If you are close to a well-traveled area, the
• Get comparable bids from several printers.
design and display of the entry to your location
The Oklahoma Tourism & Recreation
can invite someone in to see what’s inside. If
Department distributes travel brochures for
there are several turns off the main road to
free at their Tourism Information Centers;
get to your attraction, provide the visitors with
however brochures must be approved by the
helpful directional signage.
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Oklahoma Agritourism
Develop a press kit. Have packets prepared to give media and other organizations that call for information. A press kit may include: • Cover letter • Business card • Brief history of business • Brochure that includes activities and services offered • Location • Clear directions • Pictures • Prices of services
A GOOD WEB SITE IS A MUST! IF YOU DON‘T HAVE ONE - GET ONE! A web site gives the business instant presence around the globe. Your web site gives consumers information about your business 24/7. More and more people are using the internet to plan their trips and the trend is still growing. Once you decide on a domain name, get it registered. There are many places that you can
www.godaddy.com and www.bluehost.com. Your web site should do the following: • Include activities offered at your destination. • Provide prices, packages and special promotions that are available. • Provide information on what’s new. • Give clear, concise directions on how to get to your location. • Inform travelers what to expect when
check to see if domain names are available. A
visiting your farm or ranch. Let them know
couple of good places to look are:
what kind of clothes and shoes to wear, remind
Oklahoma Agritourism
43
Shattuck Windmill Museum
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Oklahoma Agritourism
them to bring sunscreen, a hat and other items that will help them be more comfortable. • Include photos of activities, landscape,
• List or link your web site on as many other web sites as possible. There are many travel sites that will allow you to post your web site
wildlife, etc. Everyone likes to see where they
link on their site, a great way to encourage
are going and what it looks like.
more traffic to your site.
• If you are offering a product for sale on
• Link your social media pages, such as
your site, be sure to provide a secure site for
Facebook and/or your Twitter feed to your
customers who are placing orders.
web site and vice versa. This increases your
• Provide information to help visitors plan their trip, including amenities that are not
exposure. • To find a web site designer you can refer
offered on your site but are offered in the local
to www.oklahomaagritourism.com. University
areas. Things you might want to include are
or career tech students can also be a resource
hotels, restaurants, shopping, golf courses,
when you are ready to build your web site.
theaters, museums, other Agritourism sites in
Graphic design and web design students are
your area that complement your site and other
always looking for ways to enhance their
attractions in the area.
portfolios and get some real-world experience.
• Include a Contact Us page to provide
When your marketing plan is complete, you
a way for customers to contact you with
should have a detailed guide and action plan of
questions and requests.
how you will obtain the goals and objectives
• Make sure the site is easy to navigate and not confusing.
you set forth in the opening portion of your business plan.
• Make sure your site doesn’t appear cluttered, include only relevant information. • Collect information and e-mail addresses through the Contact Us area.
Oklahoma Agritoursim
45
The Living Kitchen Farm and Garden
Operations The operations plan includes the organizational flow of work through your business. It includes identifying the tasks
city or county to see exactly what the zoning requirements are for Agritourism-related activities. Accessibility — Consider who will be visiting
involved in providing activities, the additional
your site. For example, senior citizens and
labor needed, licensing, permits, zoning and the
people with disabilities. Are your doorways and
accessibility of your property.
entrances accessible to individuals with different
Some questions that need to be answered are:
to get around the property, such as golf carts?
What renovations will be needed on the property, if any?
46
needs? Will you provide transportation options
Licenses and permits — There are local and city licenses and permits, state licenses and
How will you secure property and inventory?
permits and federal licenses and permits. The
Zoning — You need to check with your
license and permits needed for your business
Oklahoma Agritourism
are set by elected officials such as city council,
terms of federal permits. The site includes great
state legislatures and U.S. Congress. The
information and a special section on business
requirements may change from time to time. A
laws.
great resource is the Oklahoma Department of Commerce web site: http://www.okcommerce. gov/sbrs/.
Organization Plan Your organization section should include
Will you need a resale permit or sales tax
information on the skills and management
permit? (This is issued to purchase tax- exempt
abilities of those involved in your business,
inventory from suppliers, wholesalers or
employee wages, employee schedules and any
distributors that you will resell to others.) If you
other considerations needed to operate and
sell any products, you will need a resale permit.
manage your proposed business.
In general, service businesses do not pay sales tax. The Oklahoma Small Business Development Center offers help at their web site: www. osbdc.org/ and the Oklahoma Tax Commission can be a great resource http://www.tax.ok.gov/.
• Who are the key personnel and what is their experience? For example, their education, work or volunteer experience. • How will you hire and train employees?
If you plan to offer lease hunting, speak to
What is the legal structure of your business?
an attorney to make sure you have all the bases
You will need to visit with your attorney and
covered. You may also want to check with the
tax accountant about the best structure for your
Oklahoma Department of Wildlife Conservation,
business. However, the following information
www.wildlifedepartment.com, and the Noble
has been collected from the Oklahoma Small
Foundation, www.noble.org/WebApps/
Business Development Center publication,
WebListings/WildlifeLease/.
“Business Basics: A Guide for New Business in
In addition, http://www.sba.gov/ can be
Oklahoma.”
helpful in finding out what you may need in Oklahoma Agritoursim
47
Sole Proprietorship — a one-owner
Here are a couple of web sites to check out:
business. A sole proprietorship is the easiest
www.hotelsupplyresource.com/ and www.
form; however, the disadvantage is you and your
eckertagrimarketing.com/buyersguide.htm.
business are one and the same, which means
Critical Risks
you have unlimited liability, your business is
As with any business, inherent risks are
limited to one owner and you are not able to
involved and Agritourism is no different.
take some tax benefits.
Liability is always a big concern for farmers and
Partnerships and Corporations — One
ranchers, and it becomes even more critical
or more owners. You may want to consider a
when you begin to invite the public onto your
corporation or partnership if you have more
property. It’s crucial you evaluate the potential
than one owner, you are concerned about
problems and risks you will incur with your
liability and being sued or the business is doing
Agritourism business. Proper safety precautions,
well financially and it is more beneficial from a
developing a sound risk management plan and
tax standpoint. However, if you choose to form
insurance are two of the best ways to manage
a partnership or corporation, there are rules
risk. Please understand that more than likely,
and paperwork to follow. For small business
your regular farm policy does NOT cover
owners, checking into an LLC, Limited Liability
Agritourism activities!
Corporation, can be a good way to provide
Managing Your Risk and Liability
additional protection for yours.
Risk assessment — Identify the risks involved
• Will you use any advisors or consultants?
with every activity you offer. Establish rules for
• Who and what is their experience and
planned activities, and if necessary, modify the
references? • What supplies will you need and where will
activity or equipment to make it safer. Do you have the appropriate business
you get them? There are many places to look
structure? For example, a partnership or
for supplies depending upon what you need.
corporation may help protect your personal assets?
48
Oklahoma Agritourism
Territory Cellars
Oklahoma Agritourism
49
Do you have the proper insurance coverage? Start by speaking with your current insurance agent. If you are already in business and are
Develop a safety plan specific to your Agritourism operation. If your activity (ies) involves physical
considering a new activity, be sure to notify your
participation, what will be your staff-to-guest
insurance agent first to find out if the activity is
ratio?
insurable and at what cost. Ask your agent how you can make the activity safer. For insurance companies that
How will you train employees in safety procedures? If you are offering a physical activity, you may
provide an Agritourism policy see www.
want your guests to sign a rules and regulations
oklahomaagritourism.com.
form.
If you are producing and selling a product, for example jams and jellies, do you have the proper
Certify yourself and your staff in CPR. When and how will you handle signed
liability insurance and certification from the
participant release and assumption of risk forms?
Oklahoma State Department of Health.
They should be signed and filed with each visit.
Oklahoma State Department of Health http://www.ok.gov/health/ Oklahoma Department of Agriculture, Food and Forestry Food Safety Division http://www.oda.state.ok.us/food/ Visit with other operators to see how they
How will you handle animal health issues? For example, if you are handling horses, you will want to have a copy of all pertinent health certificates such as a Coggins test. How will you report incidents resulting in injury within your operation? Keeping a good
handle liability issues and what insurance agent
record of incidents is away to monitor your own
they use.
safety history and also will give you information
Familiarize yourself with current state liability legislation. Do you need a participant release and assumption of risk form to be signed by visitors? 50
Oklahoma Agritourism
on what you can do to improve safety. What procedures will you have in place to make sure a similar incident doesn’t happen again?
How will you document and assess the cause of the incident? How will you implement a plan of correction so that similar incident does not occur? Be sure to give a copy of your safety plan
employees should be a top priority! While it may seem impossible to eliminate all potential hazards, maintaining a proactive safety strategy and providing your insurer with documents proving your safety efforts
to your insurance agent and ask if there are
may protect you legally in the long run. Make
additional measures you should consider
sure you spend the time necessary with
including.
your insurance agent to fully understand the
Remember the safety of your visitors and
provisions of your insurance policy.
The Canebrake Restaurant and Resort
Oklahoma Agritoursim
51
Financial Whether or not you are borrowing money to start your Agritourism business, it’s a very good idea to get a financial plan in writing. The financial section of your business plan will help you decide if your business idea is worth pursuing. If you are borrowing money, the financial information given in this section of your business plan is crucial and will more than likely determine if a lender is willing to loan you money for your new business. At first, the financial section of your business plan may be overwhelming; however, financial information can be broken down into sections and is based upon the research you probably have already done for your proposed business. The financial statements for your new business require that you make forecasts about the finances of your new business over the next three to five years. Pro forma (forecasted) financial statements should be conservative. Agritourism businesses are very diverse and can include anything from wineries to hunting operations as well as everything in between. The following are only the basics of what you should include. 52
Oklahoma Agritourism
Before you begin, you should have a good idea of the following costs: A detailed start-up cost schedule for planning purposes. Include everything you will need to get your business up and running. For example: • Signage • Special equipment • Farm renovations • Parking • Development of new eating area • Start-up labor Operating costs for planning purposes: For example: • Electricity • Insurance • Water • Advertising • Business license and permits • Labor Projected revenue: • Prices you plan to charge for activities and services offered • The number of visitors you expect within a given time • The number of sales you expect within a given time
Additional costs depending upon the number of visitors you plan to host • Food or snacks provided • Any memorabilia given to guests
Projected (Pro-forma) financial statements • Balance sheet — includes assets, liabilities and net worth for a specific point in time. • Income statement — includes projected
• Additional labor needed
revenues and expenses that determine the
• Fuel for transporting guests on location or
amount of money available to pay income taxes
to location • Supplies needed for various activities As you define your expenses, determine
and the amount of money available for future use. • Cash flow statement — projects cash
which costs are fixed and which costs are
inflow and outflow over a period of time and is
variable.
used for internal planning or budgeting.
• Fixed costs do not change in total with changes in the level of activity. • Variable costs change in total as the level of activity changes. Information that should be included in the Financial Section of your business plan:
• Break-even point — the point where revenue is exactly equal to costs. Personal income tax reports Past three years of personal income tax reports (if presenting to a lender). For tax questions, regarding business or
Summary of requested funds:
personal filing, contact the Oklahoma Tax
If you are applying for a loan, you will need
Commission – www.tax.ok.gov or call (800)
to prepare a summary of requested finances
522-8165.
needed, including loans and other investments you plan to use. This summary should clearly state how you plan to finance all aspects of your new business, including details of how you will use the funds you are requesting. Oklahoma Agritoursim
53
Both of the web sites below are excellent places to find information on how to prepare the necessary financial reports. The sites
volume. A break-even can be shown in total dollars or in units of production. To compute a break-even, you will need
include templates that allow you to plug in your
to first determine which expenses are fixed
own information.
and which expenses are variable. Fixed costs
www.score.org/template_gallery.html
do not change in total with changes in the
www.sba.gov/library/forms.htm
level of activity, in other words, costs you will
Funding resources: Oklahoma Department of Agriculture, Food
have regardless of how much business you have. Variable costs change in total as the level
and Forestry – www.oda.state.ok.us/mktdev-
of activity changes. Costs that increase or
loans.htm
decrease depending upon how much business
Ag Enhancement and Diversification Program (405) 522-5563 Marketing Utilization Loan Program Rural Enterprises, Inc. (REI)
or customers you have. The following details how to calculate a break-even point. Example: You are preparing to open a new
www.ruralenterprises.com
tour of your family dairy. You have determined
(800) 658-2823
that you will charge $5 per person for
Your break-even analysis can be an important
admission. You have also determined that you
tool to get an idea of not only what your break-
will incur variable costs of $2 per person and
even point is, but also can help with determining
that you will incur a total of $750 in fixed costs.
various “what if” statements. A break-even analysis shows the level of sales you will need to break-even for the projected period. At the break-even point, your operation expenses will exactly match the sales or service
54
Oklahoma Agritourism
Summary: Step 1: Sales price per customer (expressed
Milestone Schedule The final portion of your business plan
in dollars per unit) = $5 Variable costs per
explains how you will determine the success of
customer (express in dollars per unit) = $2
your business. Your milestone schedule will help
Total fixed costs (expressed as a lump-sum cost
you determine if you are meeting your goals and
in dollars) = $750
objectives, and if not, what you intend to do to
Step 2: Determine break-even in units or customers. Break-even = fixed cost / (sales – variable
correct the discrepancy. A milestone schedule shows that you have thought beyond the startup phase and that you are in the business
cost) = $750 / ($5 - $2) = 250 units or
for the long haul and not flying by the seat of
customers needed to break-even.
your pants. Some things to think about as you
Step 3: Determine break-even in sales revenue. Break-even = break-even units x sales price per customer= 250 x $5 = $1,250 Result: You would need to have 250 customers to break-even, which results in a revenue of $1,250. You can use this same formula to calculate a
prepare your milestone schedule are outlined below. Using the goals and objectives that were laid out at the beginning of this business plan determine how they can be met. Goal: “Increase farm revenue with fee-based group tours on our dairy farm.” Objective: Entertain 50 groups the first year
target profit by just inserting the profit you want
in business. Increase revenue from tours by 5
to achieve and then solving for sales price per
percent each year. Obtain 2,000 hits on web
customer or units.
site featuring the dairy farm tours.
There are many sites on the internet that provide calculators that figure break-even and what if scenarios. Visit http://www. entrepreneur.com/ and search for calculators. Oklahoma Agritoursim
55
Determine a system for your operation
At the same time, if your business is not
that will help you track visitors. The following
meeting the goals and objectives you set forth,
information can be obtained in a structured
how do foresee that you can re-evaluate your
format or in informal conversation:
plan? For example:
When did your visitors come — month, day of the week, time of day?
Do you need to change your pricing? Are your costs too high?
Where did they come from?
Which ones are too high and why?
What else were they interested in doing
Do you need to change your marketing
How long did your visitor stay?
strategy to better reach your target market?
When will you measure progress?
Has your target market changed?
You may decide you will determine quarterly
Is your web site not as user-friendly as you
if you are on track to meet your objective of entertaining 50 groups the first year. What deadlines have you established to meet your goals and objectives: quarterly, annually,
thought? If the business is not meeting your goals by X time frame, do you want to proceed with the business?
three years from now? Have you averaged a 5
Conclusion
percent increase in revenue at the end of three
The importance of a business plan cannot
years? What number of groups is acceptable at the end of the first year, etc.? What costs are acceptable? At the end of the
be stressed enough. It is your road map to success. It is a way you can clearly think through what you want your business to be, how you intend to get there and how you plan to stay on
first quarter, first year, etc.? Are your costs as
track in meeting your goals and objectives. For
you projected?
simplicity sake, it is your checklist of success!
Is your web site showing increased traffic and where is the traffic coming from?
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The Round Barn
Oklahoma Agritourism
57
COMPANY’S COMING SMILE WHEN YOU SAY THAT! Hospitality and Image Hospitality can make or break your business. Customer service, attitude and reliability to perform the promised service must be upheld. Hospitality can keep your customers coming back for more and making recommendations to friends and neighbors. In the end, the customer’s perceived value is all that matters. Think about the best trip you ever took. What made it special? Telephone Hospitality starts when you answer your telephone. Answer the phone in a professional manner with the name of your business. State your name and use a friendly tone. For example: Good morning, this is Take Me Home Farm, Jane speaking. Do you offer a 1-800 number for inquiries and reservations? Return calls quickly! Greetings Think about how you will greet your customers. You may want to develop a script for both yourself and employees. “Welcome to Take Me Home Farm. We have a long history in the dairy business, etc., and we are so happy to have you as our guest today.” Know the history of your area. Remember to smile, smile, and smile! Make Their Stay Complete Consider how you can make your visitors more comfortable. Provide your visitors with a suggested list of what they should wear and what they should bring with them. 58
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For example, sunscreen, a hat, comfortable shoes — no flip-flops, etc. Have umbrellas on-hand for unexpected showers. Detail what you have done to make their visit safe and enjoyable. Let them know the rules and regulations you have for the activities they have chosen. If needed, provide alternative modes of transportation around the farm such as golf carts. Don’t make promises you can’t keep. Your goal should be to give your customers more than they expect, you never want a guest to feel short-changed when they leave. Impression Every action makes an impression. To promote the image you want to present to your customers, consider: Does your logo represent the image you want to present? How are you and your employees dressed? What does your business card say about you? What image does it present? If you use stationery, does it consistently promote your desired image? When you drive into the entrance of your location, does your signage and landscape look inviting? Are your physical facilities neat and clean and promote a quality destination? Neither you nor your employees can ever take a bad day out on the guest.
If you provide lodging, what services will you offer? Maid service Laundry service In-room television, telephones and internet connection Keep a list of activities, services and phone numbers guests may need such as: Restaurants Hotels/motels Art galleries Museums Fairs Community events Sporting events Rodeos Craft or antique shops Parks Hospital/doctors Auto repair shop Banks Post office Churches In the end Ask yourself how did you make the guest feel special and welcome? Have you done everything necessary to make them want to recommend your location to others? How will visitors remember their experience on your farm or ranch? You may want to provide something for your guests to take home with them to remember their visit such as: Pictures you took and developed while they were there A small gift with your business logo on it
Shiloh Morning Inn
Think about how you will greet your customers.
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HERE COMES THE CAVALRY! Contact & Resource Information Oklahoma is a great state and full of resources to help you get started. Look through and see what catches your eye and what you need help with. The Oklahoma Department of Agriculture, Food & Forestry - www.oda.state.ok.us ODAFF Market Development www.oda.state.ok.us Giving Oklahoma agriculture a helping hand! That’s what the Oklahoma Department of
Lori Coats • 405-420-9242
Agriculture’s Market Development Services
[email protected]
division is all about. The basic premise of the division is that the best way to help our state’s agricultural economy is to broaden its outlets for agricultural commodities and assist producers, processors, wholesalers and retailers in marketing these products. Agritourism 2800 N. Lincoln Oklahoma City, OK 73105 (405) 522-5652 The Oklahoma Agritourism web site will have continued resources and links available.
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Becca Lasich • 405-488-7532
[email protected]
What Agritourism Can Do For You Agritourism provides resources and support to producers through the web site www. oklahomaagritourism.com. Workshops are also planned to address topics of interest or issues within the agritourism industry in Oklahoma. Agritourism businesses are listed on the consumer web site www.agritourism.travelok.com where they can be searched by category, region and more to find your business. Agritourism staff works to promote businesses and their events in various ways including placement of articles in publications such as the consumer e-newsletter, The AgriTourist, and through event listings and stories posted to the Agritourism blog, The Vine at www.agritourism. travelok.com/blog and www.travelok.com/events. Agritourism businesses are also included in all applicable travel brochures including the Wineries, Land Bounty, Hunting and Western Experience brochures as well as the Oklahoma Agritourism Map.
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Farmers Markets In Oklahoma, buyers looking for readily available fresh fruits and vegetables will find a consistency and quality that other states would find hard to match. Oklahoma farmers markets offer a wide array of fresh fruits and vegetables along with plant materials suited for an incredible range of climates and environments. Oklahoma Grown farmers markets offer consumers the opportunity to buy directly from Oklahoma growers who produce the products. Currently, 72 markets are registered with the Oklahoma Department of Agriculture, Food & Forestry that meet all licensing requirements with the Oklahoma Department of Health. Of those 72 registered markets, 67 offer 100 percent Oklahoma Grown fresh products. As consumers continue to become more health conscious and concerned about better eating habits, fresh fruits and vegetables will grow in popularity. Justin Whitmore • 405-522-6194 •
[email protected]
Domestic Programs The Made in Oklahoma program is open to companies that are producing, manufacturing and/or processing an agricultural product in the state of Oklahoma. The program is designed to assist companies in collectively promoting brand awareness and consumer loyalty for Oklahoma products through cooperative marketing activities. Julie Fitzgerald • 405-522-5560
[email protected]
Economic Development The sustainment and growth of rural economies is vital to the future of rural Oklahoma. It also makes a significant contribution to the employment and overall economy of the state. The Market Development Division has made a commitment to provide staff and funding to support new business development, out of state business recruitment, business growth and retention. One of the Division’s tools used to foster rural economic growth is the Agricultural Enhancement and Diversification Program. It is designed to develop or improve uses for agricultural products, expand the state’s production of value-added products and to encourage diversified farming. Interest-free loans and grants are available through four program areas: marketing utilization loan, cooperative marketing loan, basic and applied research loan/grant and farm diversification grant. Jason Harvey • 405-522-5563 •
[email protected] Gary Bledsoe • 405-830-1341 •
[email protected]
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Oklahoma Agritourism Association (OAA) www.oklahomaagritourismassociation.com (580) 227-3207 What is the Oklahoma Agritourism Association? The Oklahoma Agritourism Association is a professional organization formed for the purpose of enhancing the Agritourism industry in Oklahoma. Objectives of the Association include: • Implementation of the Agritourism Accreditation Program • Serving as an Agritourism industry networking group • Working together to influence legislation relevant to the Agritourism industry • Providing educational experiences within the Agritourism industry • Serving as an entity through which groups of Agritourism businesses can take advantage of grant opportunities The Oklahoma Agritourism Association (O.A.A.) is an association of Agritourism owners, operators and enthusiasts to network, market and address issues and needs collectively, from an industry perspective. The O.A.A. is a relatively new organization, developed to meet the needs of the people. The O.A.A. works closely with the State of Oklahoma‘s Agritourism program.
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The Oklahoma Tourism & Recreation Department www.TravelOK.com Travel & Tourism Division — Tourism is Big Business in Oklahoma! As the marketing and promotions arm of the Oklahoma Tourism and Recreation Department, the Travel Promotion Division’s programs increase awareness of Oklahoma as a destination, while fostering understanding of the economic impact and importance of the state’s travel and tourism industry. Tourism-related businesses and organizations can participate in most programs at little or no costs. The division operates 12 Tourism Information Centers; works with communities, events and attractions to improve and develop new tourism products; oversees numerous public relations and information programs; operates the department’s web site, TravelOK.com; coordinates annual spring and fall advertising campaigns and related cooperative advertising ventures. Tourism is a vital economic development tool and the division is committed to providing assistance and maintaining productive partnerships with communities, tourism organizations and businesses throughout the state. Following is a list of programs and services offered. Web Site TravelOK.com is the state’s official Internet site for Oklahoma travel and tourism information. Attractions, events, accommodations and restaurant properties from across the state are included on the site, along with special sections devoted to the media, group travel professionals and tourism industry members. Special offers, coupons and discount packages to Oklahoma destinations are also posted on the site. If you wish to be listed free of charge in our database, or in our Deals and Coupons section, please e-mail us at
[email protected]. If you need assistance using the new data engine to update your listing, or if you don’t have Internet access, please contact Rose Bemo. Contact: Rose Bemo, Web Marketing Assistant (405) 230-8410 or
[email protected] Travel Guide The annual Oklahoma Travel Guide is the essential publication for travelers to and within Oklahoma. This guide highlights points of interest all across the state and includes a directory of things to do, lodging, and restaurants listed by city. It is distributed to more than 350,000 prospective travelers. Your tourism-related attractions can be listed in this popular publication free of charge. Publication listings are exported from the TravelOK.com database, so make sure your info is up-to-date by April 1 every year. Contact: Lindsay Vidrine, Director of Travel Communications 405-230-8414 or
[email protected] Brochure Advertising The Oklahoma Travel Guide and other statewide tourism promotional tools are also excellent advertising vehicles for travel and tourism organizations. Reasonable rates and a targeted audience promise results for advertisers. The annual deadline for advertising in the travel guide is April 1. Contact: Kerry Barrick, Merchandise & Sales Coordinator 405-230-8408 or
[email protected] Co-op Advertising Programs Travel and tourism-related businesses can optimize advertising dollars by taking part in the Tourism Department’s cooperative advertising programs, available through a variety of media. Program options include magazine publications and a newspaper insert. Other options are also made available when possible. We are encouraging publishers to offer added value with these coop programs, i.e., a web presence) in addition to the ad space. Contact: Chris Mack, Contract Compliance Manager 405-230-8404 or
[email protected]
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Tourism Information Centers Located at various points of entry to the state, as well as in the State Capitol and two metropolitan areas, Oklahoma’s Tourism Information Centers provide tourism materials and travel counseling to more than 1.5 million auto travelers every year. Tourism businesses also may arrange to display their promotional brochures at the centers. An application and guideline info is included in this book and on travelok.com. Contact: Bill Byer, Jr., Director of Tourism Information Centers 405-478-2316 or
[email protected] Bulk Brochure Orders/Warehouse The Oklahoma Travel Guide, highway maps, and other OTRD publications are available in bulk quantities for chambers of commerce, convention and visitors bureaus and other tourism-related organizations. Although there is no charge for brochures to these groups, we request every effort be made to pick up materials at the Oklahoma City distribution warehouse to save taxpayers the expense of freight and postage. Quantities of some brochures are limited and distributed at the tourism department’s discretion. Contact: 1-800-652-6552 Speaker’s Bureau Our Speaker’s Bureau program provides professional tourism industry speakers as a service to organizations, fostering good civic relations and further promoting the Oklahoma tourism message to the public. Speakers from OTRD are available to discuss a variety of tourism-related topics with your organization. We are also interested in hearing from tourism industry professionals who are available to speak to key civic and professional groups about the economic importance of tourism to Oklahoma. We can add your name to a list to be scheduled for possible speaking engagements in your area or around the state. Or, if you are a member of an organization and would like to schedule a speaker, please contact us. Contact: Debra Shumate, Executive Assistant 405-230-8402 or
[email protected] Press Releases & Media Relations Travel Communications and Publications staff regularly prepare worthy news and feature stories about travel destinations, events and attractions in the state. Staff members also regularly work with state, national and international news media interested in tourism and recreation news and information. Please share your story ideas and press releases with our division so we can take advantage of media opportunities as they arise. Contact: Austin Tackett, Travel Communications Coordinator 405-230-8413 or
[email protected] OklaTravel Newswire Our staff will distribute your prepared press release to our extensive media database. The press releases are also posted to a special page on TravelOk.com where they are available to the media and the public. Contact: Austin Tackett, Travel Communications Coordinator 405-230-8413 or
[email protected] E-Momentum This communication tool is a great way to distribute industry news to the Oklahoma tourism industry. It is a free service and delivered as information comes available. Be sure to include us on your distribution lists for news and information about your community and contact us to ensure your email address is included on our distribution list. Contact: Austin Tackett, Travel Communications Coordinator 405-230-8413 or
[email protected]
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Oklahoma Travel Minute Radio Public Service Announcements Events around the state are highlighted each week through 60-second taped radio messages. These Travel Minute segments are professionally produced and available to download in the media room on TravelOK.com. Contact: Austin Tackett, Travel Communications Coordinator 405-230-8413 or
[email protected]
Group and Trade Marketing Our group travel staff is Oklahoma’s link for direct sales and marketing to the travel trade. OTRD is ready to show communities ways to increase their share of tour bus and group travel business in Oklahoma. Communities offering tourism attractions that can accommodate motorcoaches have the opportunity to list these on TravelOK.com. The site includes a special page of information for group travel professionals. Contact: Todd Stallbaumer, Consumer and Trade Marketing Manager 405-230-8407 or
[email protected] Consumer Marketing Consumers are reached through boat, sport and travel shows, and other consumer exhibitions in primary and secondary markets. Division staff helps organizations incorporate travel shows into their marketing programs. Plus, staff maintains valuable contacts with the American Automobile Association and Canadian Automobile Association through direct mail and by telephone and Internet. Multicounty associations, convention and visitors bureaus, chambers of commerce and other organizations can work with division staff to develop their own consumer marketing programs. Through the OklaStrong cooperative program, tourism organizations can partner with the department to have a presence at several consumer trade shows throughout the year. Contact: Charlie Wallar, Consumer Marketing Coordinator 405-230-8417 or
[email protected] Okie Boutique Web Store & Authentic Oklahoma (AOK) Product Line Authentic Oklahoma (AOK) is a thoughtful line of distinctive products selected by the Oklahoma Tourism and Recreation Department. Many AOK items were created by Oklahomans, while others were chosen because they represent Oklahoma’s spirit and sense of place. The AOK brand reflects Oklahoma’s legendary stories, gracious people and epic landscapes and is meant to inspire people to experience our state for themselves through an Oklahoma vacation or getaway. Some items are available for wholesale to retailers. All items are available to purchase through our Tourism Information Center Gift Shops and the Okie Boutique Web store at TravelOK.com. Contact: Kerry Barrick, Merchandise & Sales Coordinator 405-230-8408 or
[email protected] Sustainable Initiatives/ECO Travel Program ECO (Encouraging Conservation in Oklahoma) is a dynamic partnership between the Oklahoma Tourism and Recreation Department and the Oklahoma Department of Environmental Quality. Our mission is to provide a sustainable travel program that promotes, educates and encourages sustainable travel in Oklahoma. ECO offers education, certification and marketing support that engages our partners in sustainable travel practices for a minimal economic investment with maximum return. Oklahoma has a legacy of conservation, preservation and innovation – qualities that are fundamental to sustainable travel. ECO has developed a multi-faceted program to help sustainable travel flourish in Oklahoma. Learn more at www.ecotravelok.com. Contact: Jessica Blackstock, Sustainable Initiatives Coordinator 405-315-6661 or
[email protected]
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Fulfillment Program Save time and get your brochure in front of more people through our Fulfillment Program. OTRD can offer your brochure to thousands of potential visitors through our Call Center and TravelOK.com - all at your regular postage rate. You supply the brochures, and we will mail them as they are requested along with our own materials. You will receive a monthly invoice as well as reports to use for contacts, research, sales and cost justifications. Contact: Charlotte Andrew, Fulfillment Coordinator 405-230-8422 or
[email protected] Discover Oklahoma Television Show Discover Oklahoma is dedicated to the promotion of Oklahoma tourism by telling the stories of the people, destinations and attractions throughout our state. This high-quality, entertaining 30-minute program is broadcast every Saturday at 6:30 p.m. on KOTV-Channel 6 in Tulsa, KWTV-Channel 9 in Oklahoma City, KSWO-Channel 7 in Lawton, and at 6:00 p.m. on KXII-Channel 12 in Sherman, Texas. Additionally, many cable outlets throughout the state and region air the program, as well. We produce around 40 episodes each year. Our staff is continually on the lookout for one-of-a-kind places to feature. Please contact us at 405-230-8430 or
[email protected] if you would like to suggest a topic for the show. Contact: Shel Wagner, Executive Producer 405-230-8431 or
[email protected] Other OTRD Resources Oklahoma Film & Music Office The Oklahoma Film & Music Office (OF&MO) is committed to promoting the state as a desirable, film-friendly environment for the production of motion pictures, TV shows and videos. We assist both in-state and out-of-state companies by providing assistance with locations, equipment, crew, permits and facts about Oklahoma and its communities. The OF&MO must be able to respond to a location request very quickly or run the risk of missing out on the opportunity. Once a location is chosen, OF&MO serves as a liaison between the production company and the selected community or city and the state to ensure that everything runs smoothly. We would love to enlist you and your community to work with us. The first step is to provide us with up-todate digital photos of your community. Some photo ideas are your main streets, schools, buildings and homes with interesting architecture, local color (diners, soda fountains, old gas stations) and any nearby tourist attractions. Please contact us so we can discuss how to maximize your time photographing locations for our database. We look forward to working with you. Contacts: Jill Simpson, Director 405-230-8441 or
[email protected] Julie Porter, Deputy Director 405-230-8446 or
[email protected] 800-766-FILM, www.OklahomaFilm.org State Parks, Lodges & Golf Courses Oklahoma offers one of the finest, most naturally diverse state park systems in the nation. Our state-operated parks, lodges and golf courses incite travel, preserve natural resources, improve quality of life for all Oklahomans and create employment opportunities. In addition, our Conservation and Planning team provides statistical research and analysis, and economic development and planning assistance to the Department and to communities throughout the state. This section also administers federal grant funds for outdoor recreational development. Park, lodge and cabin information is available on our web site, www.OklahomaParks.com, or through our toll-free number, 1-800-654-8240. Fees and green times can be obtained by calling 1-866-602-4653. Contact: Kris Marek, Director, Oklahoma State Parks 405-230-8476,
[email protected]
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State Park Group Sales Oklahoma State parks also offer industry partners unique and memorable meeting venues. We offer groups and organizations flexible terms and affordable rates for day and overnight workshops, retreats and conferences. Imagine your meeting attendees experiencing the best of Oklahoma’s natural beauty. Enjoy camp fire stories (we’ll provide the sticks and marshmallows), nature walks, lake tours, horseback riding, golfing, cave exploring and so much more. Update menus with delicious offerings for both the dining room and catering menus at the state parks lodges. Contact us to see how Oklahoma State Parks can make your next meeting memorable and inspiring. New in fall 2010: Be a part of this season-long celebration as Oklahoma State Parks debuts the newly renovated Roman Nose Lodge in Watonga. It’s a designer’s gem… dedicated to showcasing the original mid-Century modern lodge while offering visitors state of the art meeting space, contemporary comforts with 22 well appointed guest rooms that are complement the breathtaking natural beauty of the historic Roman Nose State Park. Contact: Roberta Helsley, Director of Sales PHONE: 405-230-8390, FAX: 405-230-8590 Email:
[email protected] Federal Grants The Oklahoma Tourism and Recreation Department administers the Land and Water Conservation Fund Program (LWCF) and the Recreational Trails Program (RTP). They are both federal reimbursement-type grant programs. The LWCF Program, managed through the National Park Service, encourages conservation of key open spaces, such as riverfronts, forests, and wetlands and the development of community parks. Development projects can vary widely: from trails to boating facilities to nature centers to picnic facilities and from improvement of park landscapes to development of basketball courts or swimming pools or ball fields. The LWCF provides for a 50 percent federal share for each project and requires a 50 percent local share. The RTP Program is managed through the Federal Highway Administration and funds all types of public use trails and trail facilities. These include walking, hiking, mountain biking, equestrian, motorcycle, ATV, and 4-wheel drive trails. The RTP provides for an 80 percent federal share for each project and requires a 20 percent local share. State and local government organizations, Indian Tribes, public schools and Universities are eligible to apply for these federal funds. The RTP Program also allows federal land managers and 501 (C) (3) non-profit organizations to apply. Project applications and guidelines can be found on our web site at www.oklatourism.gov under Conservation and Planning. Contact: Susan Henry, Grants Administrator 405-230-8490 or
[email protected] Oklahoma Today Magazine Oklahoma Today is a general interest consumer magazine, published continuously by the State of Oklahoma since 1956. The magazine has a circulation of approximately 38,000 and an estimated readership of roughly 150,000. The magazine is available by subscription ($24.95 per year) or on newsstands statewide. Oklahoma Today has distinguished itself as one of the finest regional consumer magazines in the country for its award-winning editorial, design, printing, and photography. A six-time Magazine of the Year honoree by the International Regional Magazine Association (IRMA), Oklahoma Today has also received the coveted national EDDY, OZZIE, MAGGIE, and Wilbur awards. On a regional level, Oklahoma Today has received numerous ADDY, GRAPHEX, Katie, and SPJ awards in multiple categories. Contacts: Joan Henderson, Publisher 405-230-8450 or
[email protected] Steffie Corcoran, Editor in Chief 405-230-8452 or
[email protected] Colleen McIntyre, Production Manager 405-230-8450 or
[email protected]
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Additional Resources USDA Rural Development (405) 742-1005 http://www.rurdev.usda.gov/ok/ The Oklahoma Department of Wildlife Conservation Fisheries Division, Wildlife Division, Law Enforcement Division www.wildlifedepartment.com/ (405) 521-3851 National Resource Conservation Service (NRCS) Wildlife Habitat Improvement Program http://www.nrcs.usda.gov/programs/whip/ (405) 742-1204 Law Enforcement Division http://www.wildlifedepartment.com/laws_regs/lawstatemap.htm
(405) 521-3719
Oklahoma State University Oklahoma Cooperative Extension Service - professionals in every county and our diversity of programs for agriculture, to family, to youth, and community and economic development. http://www.oces.okstate.edu/ Extension Fact Sheets – The web site is searchable for hunting opportunities, fishing, leases, business start-up and valued-added agricultural products. www.osuextra.okstate.edu/dept/econ/. Oklahoma State University Economic Development Local contacts in county extension offices — a local presence, also community development specialists in the field. (580) 237-7677
[email protected] Stan Ralstin Starting A Business - You can find the answers to 10 frequently asked questions pertaining to starting a new business at www.fcs.okstate.edu/microbiz/faq.htm. The questions are listed below and sure to be great information for anyone wanting to start an Agritourism business. 1. What business should I start? 2. Do I have what it takes to operate a business? 3. What do I do first? Where do I start? 4. How should I set up my business? Should I be a sole proprietor? 5. What permits or licenses do I need? 6. How do I get people to buy my product/service? 7. What is a business plan and why do I need one? 8. What are the alternatives to help me finance my business? 9. What records do I need and how long do I keep them? 10. Where can I go for help? Oklahoma State Department of Health http://www.ok.gov/health/
Oklahoma Department of Agriculture, Food and Forestry Food Safety Division - http://www.oda.state.ok.us/food/
(405) 271-5600 or 1-800-522-0203
(405) 521-3864
Oklahoma Tax Commission www.tax.ok.gov (800) 522-8165
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OSU Robert Kerr Food and Agriculture Products Center www.fapc.okstate.edu (405) 744-6071 The Samuel Roberts Noble Foundation www.noble.org (580) 223-5810 The Kerr Center for Sustainable Agriculture www.kerrcenter.com (918) 647-9123 Oklahoma Career Tech http://www.okcareertech.org/ (405) 377-2000 Frontier Country http://www.oktourism.com/ (405) 232-6552, (800) 386-6552 Red Carpet Country www.redcarpetcountry.com (800) 447-2698 Great Plains Country www.greatplainscountry.com
(580) 470-9500, (866) 472-6552
Green Country www.greencountryok.com (800) 922-2118 Oklahoma Route 66 Association www.oklahomaroute66.com (405) 258-0008 Oklahoma Grape Industry Council
(405) 527-9181
Oklahoma Wineries & Vineyards and Oklahoma Grape Growers Association www.oklahomawines.org Texomaland www.texomaland.com Native American Cultural & Educational Authority of Oklahoma www.nacea.com (405) 239-5500 Oklahoma Arts Council http://www.arts.ok.gov/ (405) 521-2931 Oklahoma Bed & Breakfast Association http://www.okbba.com/ (866) 676-5522 Oklahoma Historical Society www.okhc.us (405) 522-5248 Oklahoma Hotel & Lodging Association www.oklahomahotels.org (405) 942-6462
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Oklahoma Living www.ok-living.com (405) 478-1455 Oklahoma Restaurant Association www.okrestaurants.com (405) 942-8181 Oklahoma Scenic Rivers Commission http://www.oklahomascenicrivers.net/ (918) 456-3251 Oklahoma State Parks, Resorts and Golf www.oklahomaparks.com (405) 230-8476 Oklahoma Today Magazine www.oklahomatoday.com (405) 230-8450 Oklahoma Travel Industry Association www.otia.info (405) 942-1121 Talimena Scenic Byway www.talimenascenicdrive.com, www.shopoklahoma.com/equestrian.htm Rural Enterprises (REI) www.ruralenterprises.com (800) 658-2823
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