Rooted in Resources

A Guide to Utah Agritourism Tools

Agritourism Resource Hive

Caroline Hargraves

Director of Marketing & Economic Development Division | Public Information Officer

Marketing and Economic Development

Division

Local Promotion Programs:

• Utah’s Own
• Farm to School
• Utah Agritourism
• International Trade

Grant Programs:

• Utah Food Security Grant
• Specialty Crop Block Grant
• Resilient Food System Infrastructure Grant
• Plus, referrals and technical Assistance

Utah Agritourism Program

Our purpose is to promote and support agritourism farms and operations across the state by showcasing and connecting the unique farming and ranching experiences available for businesses and communities.

Agritourism = Economic Opportunity

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Economic Driver

• Preserves open space
• Keeps long-standing family farms in production
• Draws visitors
• Increases tax base and revenue from visitors and residents alike

A Draw to Visitors, More Than Just Tourism

$13.7 million

Reported revenue from Utah agritourism in the 2022 Census of Agriculture

Utah Agritourism Website

Free to join!

• Farm Directory
• Newsletter
• Agritourism Map
• Resources for agritourism operators: The Agritourism Resource Hive

Farm Directory

Join the Farm Directory

Newsletter

Agritourism Map

Agritourism Resource Hive

• Considerations for each sector of Agritourism in Utah
• Utah-specific marketing resources from UOT
• General resources for agritourism operators
• Legal resources
• Business planning resources
• Regulatory resources

Agritourism Resource Hive

5 Sectors

• Direct Sales
• Education
• Entertainment
• Lodging
• Outdoor Recreation

Utah-Specific Marketing Resource

General Resources

THANK YOU

Caroline Hargraves

agritourism@utah.gov

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Rooted in Resources

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Terry Camp

VP, Public Policy

Utah Farm Bureau Federation

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Member Families

36,000

More than

Utah Farm Bureau Advocacy

How We Work

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• Grassroots approach: Issues start with local members and counties. 28 county Farm Bureau organizations throughout Utah.

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• Member-driven policy: Resolutions move from local meetings to statewide adoption.

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• Direct engagement: meeting, testifying, and building relationships with lawmakers.

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Developing Farm Bureau Policy

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Turning Ideas into Real Change

• Mobilizing members to share their stories and provide information to shape policymaker opinions.

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• Coalition building with allied ag and tourism groups.

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• Producing resources for farmers and ranchers to participate in the public policy process

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• From vision to results: H.B. 31, Agritourism Amendment

H.B. 31, Agritourism Amendments (2024) General Session

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• Expanded the definition of “inherent risk” for better liability protection.

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• Added agritourism as a permitted activity in Agricultural Protection Areas.

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• Added agritourism to Utah’s Right to Farm statute

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• Created a new voluntary agritourism registry for operators.

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• Required standardized warning signs for all agritourism venues to qualify for protections

American Farm Trail App

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• App created by the American Farm Bureau Federation Foundation for Agriculture

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• List your agritourism operation for free

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• No ads, no fees, and your data is never sold

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• Built to connect more people with the land and the farmers who grow our food

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Terry Camp

VP, Public Policy

Utah Farm Bureau Federation

terry.camp@fbfs.com

(801)718-2769

Rooted in Resources

Utah Office of Tourism

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Christmas Meadows, Utah

Vision

A state united in welcoming the world �to experience awe-inspiring adventure.

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Mission

Elevate life in Utah by advancing the visitor economy through marketing, stewardship, and destination development.

Utah Office of Tourism

MARKETING

DEVELOPMENT

RESEARCH, DATA, & ANALYTICS

STEWARDSHIP

VISITORS

RESIDENTS

STAKEHOLDERS

ADVANCING THE VISITOR ECONOMY

ELEVATE LIFE IN UTAH

Role in Customer Journey

The�Loyalty�Loop

Bond

Office of�Tourism

Local DMOs

Attractions

Accomodations

Restaurants & Retail

Transportation

Community

Advocate

Awareness

Buy

Evaluate

Consider

travel.utah.gov

Industry Newsletter

Co-op Marketing Grant

Funds & Resources Page

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Product Development

Partner Toolkits

Research / Data

Marketing Opportunities

Co-op Marketing Grant

Purpose

Co-op is a collaborative initiative designed to leverage both state and partner funding to enhance the visitor economy and increase tax revenue.

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Basics

1:1 matching funds for marketing campaigns available to tourism-related public sector organizations and nonprofits.

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Additional Resources

Agritourism

Astrotourism

Business/Industry

Economic Development

General Tourism

Miscellaneous

Native American Tourism

Outdoor Rec

Product Development

LEAVE NO TRACE

LEAVE NO TRACE

Partner Toolkits

LEAVE NO TRACE

Partner Toolkits

Utah Tourism Industry Metrics available on UOT’s interactive Dashboard:

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• Visitor Profiles

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• Tourism Impact

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• County-Specific Profiles

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• Hotel Lodging Information

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• Park Visitation

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• International Visitation

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• Resident Sentiment Survey Results

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Research / Data

Utah Tourism Industry Metrics available on www.travel.utah.gov:

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• Visitor Profiles

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• Tourism Impact

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• County-Specific Profiles

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• Hotel Lodging Information

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• Park Visitation

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• International Visitation

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• Resident Sentiment Survey Results

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Diane Wilson

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Administrative Assistant

dianew@utah.gov

Rachel Creer

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Partner Resources Manager

rcreer@utah.gov

Michelle Evans

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Grants Specialist

michelleevans@utah.gov

Camille Johnson

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Community & Partner Relations

Director

camillej@utah.gov

Let’s Connect

Laici Shumway

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Partner Outreach & Collaboration Coordinator

laicishumway@utah.gov

Agritourism

Brainstorm Session