Pop-Up Festivals
Event Idea on the Farm
Many farms are always on the lookout for unique ideas to introduce new customers to their farm. Many farms hold regular weekend festivals focused on a particular crop or offering, but have you thought about doing a one-time event with a different focus to attract a new audience?
FOMO
Frank Price shared a number of different ideas focused on Pop-Up Festivals on your farm. His presentation is available to members through our Education Center in the Festivals and Events section. The concept feeds on the FOMO (Fear of Missing out) factor, and should be unique from your annual or regular events. If it is super successful, it can become an annual event.
Formula for Success
Be sure to identify a theme or unique aspect to the event. Examples can be Art on the Farm, a Tomato Day, or the Dog Days of Summer. Whatever is chosen, lean into that theme for all aspects of the pop-up event including marketing, food & beverage, activities, etc. Local small businesses in your area who fit the theme will likely be very excited to collaborate and cross-promote the event.
Staff Involvement
Be sure to have fun! If doing Art on the Farm, have each employee make their own 5-minute painting to hang. Have everyone dress in red for a Tomato Day. If your employees are having fun, that will translate to the enjoyment and interactivity of the guests, and provide a sense of ownership to them.
Let loose the creativity!
RECENT ARTICLES
May is Mental Health Awareness Month—a time to bring conversations about mental health out into the open. For those in agriculture, these conversations are more important than ever. Farming is more than a job—it’s a lifestyle, a legacy, and often a calling. But behind the early mornings, long days, and deep connection to the land, there’s a reality we don’t always talk about: farm stress is real, and it’s rising. The Reality: Mental Health in Agriculture Farmers and agricultural workers face unique pressures that can take a serious toll on mental health: Financial uncertainty and fluctuating markets Weather dependency and climate stress Long hours with little time off Physical isolation and limited access to care Generational expectations and legacy pressure And the data reflects this challenge: Farmers are 3.5 times more likely to die by suicide than the general population Suicide rates in rural America have risen sharply, increasing nearly twice as fast as urban areas Agriculture consistently ranks among the highest-risk occupations for suicide This isn’t just a statistic—it’s a reminder that many in our communities are carrying heavy, unseen burdens. Why It Matters for Agritourism & Farm Businesses Mental health doesn’t just affect individuals—it affects your entire operation. When stress goes unaddressed, it can impact: Decision-making and business growth Customer experience Family dynamics Employee well-being Just like your crops or livestock, your well-being needs care and attention to thrive. What Balance Can Look Like Here are a few realistic ways to support mental wellness on the farm: 1. Redefine “Balance” Balance doesn’t mean equal time—it means sustainable energy. Some seasons will demand more, and that’s okay. 2. Build Micro-Breaks Into Your Day Even 10 minutes to step away, hydrate, or reset can make a difference during peak seasons. 3. Stay Connected Isolation is one of the biggest risk factors in agriculture. Make intentional time to connect with anyone who brings you peace and joy. 4. Normalize the Conversation Talking about stress doesn’t make you weak—it makes you human. The more we talk, the more we reduce stigma. Resources for Farmers & Rural Communities If you or someone you know is struggling, help is available—and it’s designed specifically for agricultural communities: Farm State of Mind (American Farm Bureau Federation) Farm and Ranch Stress Assistance Network (FRSAN) National Suicide & Crisis Lifeline (Dial 988 in the U.S.) Local extension offices Rural health programs USA and Canada Many of these programs recognize that farmers face unique, industry-specific stressors and offer support tailored to that reality. A Final Thought Mental health is just as important as physical safety on the farm. This May, during Mental Health Awareness Month, consider this your reminder: Check in with yourself Check in with your neighbors And know that you’re not alone Because behind every successful farm is a person—and that person matters most.
We live in interesting times. Consumers have fewer dollars in their pockets and are more selective where they spend them. Plus, farms, like other businesses, are seeing the cost of doing business become more expensive. What happens now? As in the past, most businesses in challenging times will reduce their marketing and pull up the hatches to try and weather the storm. These businesses will often fail in economic climates such as now. Other businesses will develop new strategies with the aim of growing their business and will be ready when the crisis finishes. How you manage your agritourism business depends on where you see yourself in the evolution of your business. Many of us started with a market stall on the side of the road selling our produce. We were “produce” sellers. Some farms stayed like that, while other farms evolved to the next level and became retailers or agritourism operators. We learned about the importance of signage, customer flow and merchandising, and our average sale and customer count went up. Having proven the formula to be right, some of these farms evolved into experience retailers who provided a retail or agritourism experience for our consumers. Many businesses plateau at this stage. The leaders developed again and became “Onliness” operators in their marketplace. They became the place to visit. Examples in our industry include Tully’s Farm in the UK and Willowtree Farm Market in Ontario. In a challenging world, many agritourism operators will find it difficult because of the competition, while the “Onliness” operators will develop their market niche and often grow their business because they are the venue of choice in their catchment area. They are “Unique” in the consumer's mind and not seen as a “me too” operator. Consumers want to escape the urban environment and have time in the country. They want to venture to somewhere that is memorable and get the strategy right; they will help with your marketing. Now is the time to develop your business by identifying what makes you unique and developing a business and marketing plan to grow the business. The Agritourism Training Academy is a comprehensive online training program for Agritourism operators. The Academy is operated by John Stanley and his daughter, Lara. To learn more, visit www.agritourismtrainingacademy.com
Most people think they know what agritourism is. A farm. A pumpkin patch. Maybe a seasonal festival. And while those are agritourism… they’re only a small part of it. The bigger truth? A lot of destinations—and businesses—are already doing agritourism. They just don’t realize it yet. Let’s Start With the Definition At its core, agritourism is simple: Agritourism is an agricultural enterprise attracting visitors to a farm or ranch to experience a connection with agriculture production and/or processing through entertainment, education, and/or the purchase of farm products. That definition—commonly used by NAFDMA International Agritourism Association—is intentionally broad. Because agritourism isn’t about where you are. It’s about how people experience agriculture. So… How Do You Know If You’re Agritourism? Here’s the easiest way to think about it: If a visitor can engage with agriculture at your business or in your destination— you’re in the agritourism space. That engagement might look like: Having fun Learning something Eating or drinking something Buying something connected to agriculture If one (or more) of those is happening… you’re not adjacent to agritourism. You’re in it. All the Ways You Might Already Be Doing Agritourism You’re Agritourism If You… …Invite people onto a farm U-pick orchards Animal encounters Farm tours …Host events tied to agriculture Harvest festivals Bloom seasons (lavender, sunflowers, tulips) Pollinator or nature-based events …Serve food or drinks connected to agriculture Farm-to-table meals Wineries, cideries, breweries Tastings and culinary experiences …Sell products grown or made from agriculture Farm markets Value-added goods (jams, baked goods, honey) Branded farm products …Create experiences designed for fun on agricultural land Corn mazes Hayrides Playgrounds and attractions …Teach people something about agriculture Workshops Classes Demonstrations …Offer a place to stay connected to agriculture Farm stays Glamping Cabins on agricultural land …Connect multiple experiences across a destination Farm trails Local food routes Partnerships between farms, restaurants, and lodging If you checked even one of these… You’re not “considering” agritourism. You’re already doing it. The Real Question Isn’t If—It’s How Well Most destinations don’t need to “add” agritourism. They need to: Recognize what they already have Connect the pieces Design the experience more intentionally Because the real opportunity is in building an ecosystem where: Visitors stay longer Spend more And leave with a stronger connection Final Thought Agritourism isn’t a label you earn. It’s a lens you apply. And once you start looking through it, you realize: You were closer to it than you thought.