May 12, 2023
When done well, hosting classes and workshops can be one of the more profitable (and fun!) ways to incorporate agritourism on your farm. They can, however, be quite labor-intensive and require a lot of thoughtfulness and pre-planning. But don’t worry, we’ve got you covered. Here’s a guide to help you get started.
The sky’s the limit in terms of what kinds of classes to host. Pinterest is a great place to search for ideas, especially if you like getting crafty! If you have an email newsletter, you might also include a one or two question survey to see what your community is interested in learning about. Here are a few ideas to consider:
- Farming basics, including soil health, planting and harvesting crops, animal care, and sustainable farming practices
- Cooking and food preservation methods such as canning, pickling, or cheese-making
- Homesteading skills like raising chickens, beekeeping, composting, or building a greenhouse
- Craft-making using materials from your farm or nearby land
- Making flower arrangements. You could even have students pick their own as a part of the experience!
- Growing and using herbs in herbal remedies, teas, and skincare products
Once you’ve chosen a class topic, carefully think through your goals for the event and the types of supplies that you will need to accomplish them. For example, if you're teaching a cooking class, you will likely need to provide cooking utensils, pots, and pans. If you're teaching a beekeeping class, you may need to provide beekeeping suits and gloves. Make sure you have everything you need in advance and consider renting or borrowing equipment if necessary.
Depending on the type of class you’re hosting, you may need to obtain permits and licenses. Check out the Agritourism Regulatory Guide for help figuring out what you need. And while you have Act 31 on your side, it's important to make sure you have liability insurance as well.
Next, determine how much you'll charge for your class and how students will register. When choosing your price, don’t forget to factor in the cost of supplies and equipment, as well as the time you'll spend preparing and teaching. You can increase the price of the workshop by giving students something tangible to take home. It’s wonderful to learn a new skill, but it’s even better to walk away with the supplies and resources (pamphlets, books, etc.) to keep practicing! You can accept registrations through EventBrite, Microsoft Form, Google Forms, or other free online resources.
Once you’ve determined the right price, you’ll need to figure out how many people you need to attend in order to meet your profit goals – and you’ll need to be sure you have enough space to accommodate them comfortably. Will you be indoors or outdoors? Will you need seating and tables? It’s also a good idea to consider providing refreshments and snacks to keep attendees comfortable and engaged. At the very least, you should provide water.
You will also need to decide if you want to hire a teacher or teach the class yourself. How many staff will you need to support you in running the event? Don’t forget to have someone there to take pictures to use when marketing future events!
You can get the word out about your event through social media, your newsletter, community event calendars, local newspapers, community bulletin boards, or by posting on Vermont Vacation or DigInVT if you’re a member! We are also happy to share events on Vermont farms in the Agricultural Development Newsletter! When marketing your event, share pictures from previous events if you have them and be very clear about the value students will get, i.e., what they will learn and what finished product or supplies they will take home with them. In addition to hosting classes open to the public, you can also consider hosting private events like birthday parties or bridal showers, for which you can usually charge a premium.
At the end of the class, hand out a short survey to gather feedback on what students thought about the class and how you can improve for next time. You can also send a follow up email to students with the survey, digital copies of handouts or other resources, and offer discount codes for future workshops. The end of class is also a great opportunity to increase sales by offering students the chance to purchase additional products. Maybe open your store or farmstand or offer folks the opportunity to buy more herbs, flowers, or supplies so they can continue the fun at home!
If you’re thinking about incorporating classes or other events on your farm this summer, don’t forget to sign up to be a part of Open Farm Week, August 6th-13th! This is a great opportunity to gain additional exposure for your agritourism offerings and showcase your farm to the world!
Thanks for reading the Marketing and Agritourism Blog! I’m your host, Kristen Brassard, Marketing & Agritourism Specialist at the Vermont Agency of Agriculture, Food & Markets. Stay tuned every other week for tips on marketing and incorporating agritourism practices on your farm and be sure to sign up for our Agriculture Development Newsletter so you never miss a post!