Education Sessions
February 9th, 2025 | 8 Tracks | 2-3 Sessions Per Track
SUNDAY FEB. 9TH, 2025 | 8:30 – 9:30 a.m.
GENERAL SESSION
GENERAL SESSION
Agritourism 2025 & Beyond
Hosted by Jeff Manley
In this session, Jeff Manley will lead a panel of veteran agritourism operations to discuss how the industry has grown and where it’s headed.
Engage with the leaders from Vala’s Pumpkin Patch & Apple Orchard, Roba Family Farms, Saunders Farm, Center Grove Orchard and Linvilla Orchard as they share lessons learned, current state analysis of our industry and short and long-range plans for the future.
We will also discuss aspects of the following:
Successful Best Practices
Agritourism Trends (Food & Beverage, Technology, Pricing)
Enhancing the Guest Experience
Send your burning questions for these thought leaders to jeff@nafdma.com now and we will incorporate them into this robust opening session!
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Track 1
{Room 1}
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Agritourism 101
SUNDAY FEB. 9TH, 2025 | 9:45 a.m. – 10:45 a.m. | Room 1
Building Solid Event Foundations
Presented by Hilary Jensen
In this session you will learn the core skills for creating and executing successful events through understanding the best practices of event planning and effective budgeting.
Top 10 things to remember when initially planning your event
Dynamic budgeting
Setting yourself up to grow in stages
SUNDAY FEB. 9TH, 2025 | 11:00 a.m. – 12:00 p.m. | Room 1
Crop Insurance Options for Specialty Crops and Beginning Farmers
Presented by Roddric Bell
This session will contain a overview of the federal crop insurance program and the whole farm revenue protection/microfarm policies.
As a result of the presentation and interaction with the participants, there should be better understanding of the Risk Management Agency, what tools are available for producers to mitigate risk, and what resources are available for producers to better educate themselves.
SUNDAY FEB. 9TH, 2025 | 1:30 p.m. – 3:45 p.m. | Room 1
Young Agritourism Farm Management
Presented by Rob Leeds, Christie Welch, & Eric Barrett
In this two-hour workshop, we will cover many of the most pressing responsibilities and components that a beginner agritourism farm should address, including the following:
Farm Business Plan
Why a farm business plan is important
Components of a farm business plan
Management, Organization, and Operations
Putting together your Advisory Team
Developing Profit Centers and activities
Setting Goals and objectives for your business
Labor
Emergency preparedness
Marketing Plan
Competitive advantage
Knowing Your Customers
Legal and Liability Considerations
Zoning
Animals
Food Sales
Accident Recovery
Insurance
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Track 2
{Room 2}
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Flowers
SUNDAY FEB. 9TH, 2025 | 9:45 a.m. – 12:00 p.m. | Room 2
Flower Production, Festivals & Events Panel
Panel Discussion
Panelists include: Wildroot Flower Co , Thistleberry Farm , Rooted Farmstead , Gull Meadow Farms
This panel workshop will offer a breadth of information to help you to decide if this is a venture for you and your operation. If you are already producing flowers, then this session will cover various facets that may help to improve your efficiency and bottom-line.
No matter your acreage or extent of your ideas, our experienced panelists, who all run successful flower operations of various sizes and from various parts of the US, will cover the gamut of information including:
Diversification of varieties, sizes and selections
Planting & Production methods
Management of pests, animals, diseases, physiological disorders
Retail, Wholesale, U-Pick
Events, Photos, Ticketing, Promotion
You will leave this workshop with a greater understanding of what it takes to successfully grow and maintain flowers on your farm, as well as how to create value-added events and experiences for your guests to enjoy and look forward to year after year.
SUNDAY FEB. 9TH, 2025 | 1:30 p.m. – 3:45 p.m. | Room 2
Hosting Small-Crowd Flower Workshops: Creating a Profitable Year-Round Business Model
Presented by Lyndsay Biehl
In this interactive session, we will cover a variety of ways that you can incorporate small-crowd, flower-based workshops to increase your operational revenue over the course of the entire year.
We will review all-aspects of event-management to be sure that your ideas are viable including:
Production cost
Market size
Location
Customer flow
Pricing
Profitability breakdown
Marketing
Workshop best practices
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Track 3
{Room 3}
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NAFDMA Next Gen
SUNDAY FEB. 9TH, 2025 | 9:45 a.m. – 10:45 a.m. | Room 3
NAFDMA Next Gen Foundations Roundtable
Presented by John Stanley & Jordan Pierce
In this kickoff session for the Next Gen educational track, Jordan Pierce and John Stanley will explore your personal trials & tribulations of being an agritourism farm manager (or owner), and field all of your burning questions to make your job more effective and efficient.
We’ll also review the upcoming tracked sessions and what to expect to learn over the next two days.
John will start this open discussion with key learning points that relate to you and your journey.
These will include:
Why are we here and what you should get out of the next two days
Understanding your values and mission and communicating them
Who is your customer and how do you communicate with them
What is your SWOT analyses
What will you take away from the next two days
SUNDAY FEB. 9TH, 2025 | 11:00 a.m. – 12:00 p.m. | Room 3
Elevating the Farm Guest Experience
Presented by Frank Price
Agritourism operators are saying that last season was the busiest they have been in years. Yet visitors are saying, “It’s the worst quality of service and the most frustrating experience ever.”
As new family trends emerge, a greater personal experience is expected with more generational, social relevance.
Now is the time to redefine who you are, how you operate and what your new audience expects.
This seminar will provide the definition and formula for achieving memorable guest experience. Understanding and delivering a consistent and quality guest experience can be the simplest, yet most complex competitive differentiator for your farm concept.
It goes beyond the crops and products you sell or different attractions you offer.
It’s about the relationships and personalized guest engagement choices your customers experience during each and every visit.
Whether it’s due to your agritainment activities, farm education or retail management, the quality of the experience you create is the lasting impression and the reason they return, year after year.
In this session, you will learn:
New family trends
How to create a valuable high-quality guest experience
Guest experience tactics and habit building
Best practice ideas for your farm to implement
SUNDAY FEB. 9TH, 2025 | 1:30 p.m. – 3:45 p.m. | Room 3
Strengthening Our Skills: Leadership, Communication & Self-Awareness
Presented by Erika Petrelli Bayh
More than ever, we are being called not just to adapt, but to be flexible and expansive in our leadership.
“Change Management” is something we hear as an important part of effective leadership, but what does it really mean?
How do we actually adapt to meet evolving systems, new or understaffed teams, and ever-growing expectations from our consumers?
How do we maximize our leadership?
This training explores these concepts and offers key action steps that participants can implement with their teams, and themselves, in order to productively navigate through change and bring their farm experiences and their leadership to the next level.
Participants will understand the importance of flexibility in leadership, will explore the situations where flexibility is needed, and will learn tangible strategies for learning to pivot, all while increasing the effectiveness of their communication with their team.
Covering skills such as self-awareness, effective communication, and agility, this session will be jam-packed with tips and techniques.
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Track 4
{Room 4}
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301 / 401 Only
SUNDAY FEB. 9TH, 2025 | 9:45 a.m. – 10:45 a.m. | Room 4
Agritourism 301/401 Roundtable
Presented by Erika Petrelli Bayh
How have we grown and what’s next for the agritourism industry?
What do you need to elevate your leadership or leave your lasting mark?
What does your team need?
As a veteran in the industry, it’s not uncommon for participants to come into a conference hoping to have questions like these answered, only to leave dissatisfied. In this facilitated roundtable, you will have the opportunity to speak straight to these questions and more; and then on the final day of the conference you will get to participate in a session that dives into the answers.
Essentially, in this roundtable you will have the chance to uncover the most important concepts, skills, and topic areas, and shape the session based on what’s most valuable to you as owners and key managers.
SUNDAY FEB. 9TH, 2025 | 11:00 a.m. – 12:00 p.m. | Room 4
Managing Multiple Agritourism Operations
Presented by Chris & Angie Eckert
This presentation delves into the complexities and best practices associated with overseeing multiple Agritainment locations under one brand, in different geographical markets.
In today’s competitive retail environment, effectively managing multiple locations is crucial for sustained growth and profitability.
Chris and Angie share challenges they encountered and how they have addressed them when their family added an out-of-state location to their retail mix five years ago. Whether you’re currently operating multiple locations or thinking about adding a location, this session will equip you with strategies needed to prepare you to expand your retail presence.
Topics covered include:
Leadership and Culture
Operational Alignment
Distribution and Support
Brand and Digital Presence
SUNDAY FEB. 9TH, 2025 | 1:30 p.m. – 3:45 p.m. | Room 4
Designing and Executing Your Annual Strategic Plan
Presented by Maureen Ballatori
In this high-level educational session, you will learn how to better develop and enhance your strategic plan in order to level-up your current financial goals.
Get the tools and hone your mindsets to build a winning strategy that is actionable for your team and organization.
Learn how to identify your strategic options and create a process to help you make impactful marketing choices.
Discover how to activate those strategic marketing choices and tie them to your financial goals.
As a result of this session, you will be better able to:
Develop annual financial goals for your organization
Apply marketing strategies and tactics that align with your financial goals
Translate strategy to achieve common goals and ensure the strategy is actionable and feasible
Effectively organize, communicate, and activate your strategy
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Track 5
{Room 5}
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Marketing & Branding
SUNDAY FEB. 9TH, 2025 | 9:45 a.m. – 10:45 a.m. | Room 5
Time-Saving Canva Tips for Event Marketing Campaigns
Presented by Kellie Crye Ward
The fast-paced world of event marketing requires tight deadlines while maintaining a consistent brand image. This presentation will offer strategies and tips for efficiently creating standout designs using Canva. We'll explore the benefits of establishing reusable design systems, creating cohesive campaigns, and customizing templates effectively.
Through a live demo, attendees will learn how to set up a comprehensive brand kit to ensure a cohesive visual identity, enhance brand recognition, and save time on future projects. They'll also see how to efficiently find and personalize templates using the brand kit for an event marketing campaign.
Additionally, we'll showcase Canva Pro’s AI and automation tools, illustrating how these features can streamline the design process and boost productivity.
SUNDAY FEB. 9TH, 2025 | 11:00 a.m. – 12:00 p.m. | Room 5
How to Do Effective (And Flexible) Event Marketing in Agritourism
Presented by Channing Muller
As farm owners in the agritourism industry, you understand the power of events for bringing visitors to your property. With this endeavor comes the need for preparedness for unexpected weather, animal behavior (rogue goat anyone?), last-minute staffing challenges, or a variety of other things that can impact your event days.
Just as you have contingency plans for outdoor activities, your marketing strategy requires similar flexibility.
This session will equip you with practical insights to enhance your event marketing efforts and navigate unforeseen challenges effectively while still delivering on the experience promised.
In this session, we will cover:
Techniques to sell event tickets while maintaining clarity and managing expectations.
Case study examples of using honest vs. transparent marketing language and imagery that resonates with your audience.
Developing and implementing a crisis communication plan for seamless adjustments to event plans.
Strategies to ensure guest satisfaction even when Plan B is in action.
SUNDAY FEB. 9TH, 2025 | 1:30 p.m. – 3:45 p.m. | Room 5
Maximizing Growth And Profit At Your Agritourism Business Beyond Marketing
Presented by Frank Price
This seminar will provide practical, actionable insights to help you focus your time, effort, and resources on the most effective methods for long-term growth and success in agritourism.
The top three ways to increase profit and grow your agritourism business that typically outperform traditional advertising and marketing efforts are:
1. Keeping your customer: Learn how small improvements in guest experience can lead to substantial business growth. We'll discuss techniques to enhance the visitor experience and build lasting relationships with your guests.
2. Getting customers to come back more often: Discover how to create compelling reasons for guests to return. We'll explore methods for developing diverse, unique programs that cater to your visitors' interests and needs, encouraging repeat visits throughout the year.
3. Getting customers to spend more while they are there: Uncover strategies to increase per-visit revenue by creating win-win opportunities for both your business and your guests. We'll examine ways to offer attractive purchasing options that meet visitor needs while encouraging higher spending and bettering the experience.
In this session you will learn:
· The most effective ways to GROW your agritourism business
· High volume traffic is not the answer, and not always profitable
· Understanding new Millennial family trends and expectations
· Best practice examples of farms following these principles
Join us to revolutionize your approach to agritourism business growth and discover how to achieve remarkable results by prioritizing customer experience and strategic on-site opportunities.
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Track 6
{Room 6}
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Leadership & Management
SUNDAY FEB. 9TH, 2025 | 9:45 a.m. – 10:45 a.m. | Room 6
Delegating With Accountability
Presented by Kirsten Ramos
Delegating responsibilities and authority can seem challenging and often takes patience. Delegating with built-in accountability can make for more efficient work and a happier, more productive team all-around.
Participants will actively learn about:
Delegation challenges and benefits
Assessing priorities and delegating to appropriate people
How to set proper expectations for delegation by “front-loading” accountability
Key takeaways to include:
Tips on determining what aspects of the day-to-day farm operations need to be delegated and which tasks and responsibilities need to be held onto as owners
Tools for building and maintaining trust with team members
Strategies to provide staff and managers with the ownership mindset to take on more responsibilities
SUNDAY FEB. 9TH, 2025 | 11:00 a.m. – 12:00 p.m. | Room 6
Women in Agritourism: Learning from the Best
Presented by Courtney Ramsey, Angela Saunders, Rachelle Wegele & Andrea DeJesus
Get ready for an inspiring and dynamic panel discussion featuring Angela Grant Saunders, Andrea DeJesus, and Rachelle Wegele, three remarkable women who have made significant strides in the agritourism industry. Led by our facilitator, Courtney Ramsey, these industry leaders will share their top tips and insights that have paved the way for their success.
This session is designed to be engaging, interactive, and fun, with plenty of opportunities for the audience to ask questions and join the conversation.
What to Expect:
Personal Success Stories: Hear firsthand accounts of the journeys these women have taken to achieve their success in agritourism.
Expert Tips and Strategies: Gain valuable advice on navigating challenges, seizing opportunities, and innovating within the agritourism sector.
Interactive Q&A: Participate in an open Q&A session where you can ask the panelists your burning questions and get practical advice.
Lively and Fun Atmosphere: Enjoy a fast-paced and enjoyable discussion that keeps you engaged and entertained.
Please send your questions for anyone on the panel to jeff@nafdma.com.
SUNDAY FEB. 9TH, 2025 | 1:30 p.m. – 3:45 p.m. | Room 6
Mini-Master Class: How to Have the Tough Conversations With Your Employees, Customers & Family
Presented by Courtney Ramsey
“I have some feedback for you.” “We need to talk.” “This isn’t working out.”
When we hear any of these statements, most of us want to take off running! They let us know an uncomfortable conversation is coming, and we’re probably going to get some bad news.
Conversations around performance, conflict, and even family drama can be painful, but it doesn’t have to be that way. Let Courtney show you an easy way to set up tough conversations that help create the kind of trusting, authentic environment we all want at work and at home.
What’s covered:
Learn why we often “hit snooze” on tough conversations and how it’s holding us back from what we really want
Use a simple process to begin conversations so they’re impactful and well received
Gain strategies to help you maintain emotional control and keep dialogue on track
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Track 7
{Room 7}
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“Mixed Bag” 1
SUNDAY FEB. 9TH, 2025 | 9:45 a.m. – 10:45 a.m. | Room 7
Revenue Growth Hacking: The Inside Secrets to The Highest Performing Ticketing Pages
Presented by Shadi Hayek - Ticketspice
After analyzing more than $1 Billion in ticket sales, we reveal the unique methodologies, tricks, and strategies behind the top-performing ticketing pages that uniquely market and engage customers, sell the most tickets, and generate the most profit.
Attendees in this session will learn:
Ticketing Feature Maximization
Price Optimization Tricks
Conversion Rate Fixes
Timing Sales and Promotions
Unique Profit Centers
Fee Handling and Strategies
Messaging and Communication
Repeat Customer Insights
Time and Cost Reduction
Automation and Integrations
Frictionless engagement and sales strategies onsite
Customer Loyalty Trends
This session is jam-packed with actionable insights to effectively market and engage customers, boost conversion rates, sell more tickets, and increase average customer revenue.
From over $1B in payments that flowed through our platform, we analyzed the highest-grossing and highest-converting ticketing pages in the agritourism market.
In this session I am going to reveal the tricks, tips, and insights from that study
By the end of this session, you will know the secrets to the most successful agritourism ticketing pages.
You will have an actionable plan for to improve your ticketing experience to increase sales and maximize profit.
SUNDAY FEB. 9TH, 2025 | 11:00 a.m. – 12:00 p.m. | Room 7
The Influential Leader: How Great Leaders Change Employee Behavior
Presented by Michael Diettrich-Chastain
Through a new model of leadership, we will explore the science and story behind how to influence behavior.
The session will review various strategies that a leader can leverage to increase their ability to ask the right questions of themselves, their employee and their organization - in order to drastically improve results
Outcomes:
Learn a new model that will help you increase influence as a leader
Explore strategies that can be implemented immediately to help increase employee engagement
Improve your ability to direct and change employee behavior
SUNDAY FEB. 9TH, 2025 | 1:30 p.m. – 3:45 p.m. | Room 7
Slam Dunk! How to Hide the Massive Cash Profits You Raked in Like a Bandit
Presented by Hugh McPherson & Chris Roehm
Talking about being profitable was once taboo, but managing though success is just as important as managing through the hard times.
Hugh McPherson and Chris Roehm, one of Hugh’s financial advisors, present a legitimate, above-board plan to help you keep your profits as investments without overspending on equipment and infrastructure just to limit taxes of each profitable year.
BONUS: Hugh shares his exact plan to qualify for and maintain collegiate financial aid for his kids through both the challenging and successful years which has created incredible ROI for his family.
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Track 8
{Room 8}
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“Mixed Bag” 2
SUNDAY FEB. 9TH, 2025 | 9:45 a.m. – 10:45 a.m. | Room 8
Straight from the Farmers’ Mouth
Presented by Kim Ayers
Join insurance expert Kim Ayers of Risk Services Leavitt and fellow agritourism operators John Washington (Washington Farms), Beth Daniel (4 D Farm) and Jeff Probst (Blooms & Berries Farm Market) as we look at the industry issues with our insurance minds turned on.
Hear from your fellow Agritourism Farm Owners about claims they have experienced over the last few years, and the good, the bad and ugly of how it was handled.
Kim will facilitate the conversation with tips on possible solutions to the growing industry concerns of accessible and affordable Liability insurance.
SUNDAY FEB. 9TH, 2025 | 11:00 a.m. – 12:00 p.m. | Room 8
The Science of Storytelling
Presented by Sarah Benoit
In today’s digital world storytelling is an essential component of successful marketing that drives business growth and stability, but WHY? Why does telling a great story make such a big difference? It isn’t just about being creative and building relationships, it’s about the basic functions of the human brain. If you want your content to be more memorable and shareable you must understand the science behind storytelling.
During this session, participants will learn how stories impact the brain and how they can create content that truly speaks to people and inspires them to take action. Takeaways include:
Increased understanding of the neuroscience behind memory and decision-making
Examples of connective content frameworks
Content marketing and strategy tips for social media, email marketing, website content, and more
Come prepared to ask questions and share with other participants.
SUNDAY FEB. 9TH, 2025 | 1:30 p.m. – 3:45 p.m. | Room 8
Service Provider Roundtable
Presented by Melissa Hunt
Service providers work together with agritourism operators to help navigate the challenges of government and community regulations. Allowing service providers to network, share, and collaborate to find solutions and create success stories helps the industry overall.
Agritourism operators may also find helpful information in learning how local and state government entities help support their agritourism destinations.
Education Sessions
February 10th, 2025 | 8 Tracks | 2-3 Sessions Per Track
MONDAY FEB. 10TH, 2025 | 8:30 – 9:30 a.m.
KEYNOTE SESSION
KEYNOTE SESSION
The Loyalty Loop
Presented by Andrew Davis
We spend a lot of time telling our visitors what makes our farm unique. But if you look online for similar agritourism experiences, you'll see that our competitors all sound the same.
Instead of telling people we're different, let's show them we're different.
Because, as it turns out, one of the most effective ways to increase how long they stay, how much they spend, and who they tell to visit isn't achieved by offering more to do, eat, or experience. Instead, it's found by turning your best visitors into your most valuable assets.
It's time to exploit your loyalty loop.
The loyalty loop leverages the experience you craft for your current visitors to orchestrate new micro-moments that drive a steady stream of high-margin new guests to the farm.
In this exhilarating, 60-minute session, Andrew Davis will help you harness the power of micro-moments and the new consumer journey.
You'll be inspired to re-think how you win over new visitors and transform the experience for those guests you already own, and you'll learn how to answer trigger questions, build anticipation, and harness the honeymoon phase.
So, whether you're interested in turning long lines into an upbeat experience or teaching seasonal employees how to create family memories for a guest, the Loyalty Loop is designed to build a powerful revenue engine that never sleeps.
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Track 1
{Room 1}
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Agritourism 101
MONDAY FEB. 10TH, 2025 | 9:45 a.m. – 10:45 a.m. | Room 1
Understanding Emotional Intelligence: Managing People, Not Just Tasks
Presented by Erika Petrelli Bayh
As a new leader, it can be tempting to focus on the tasks of running events on the farm, and managing the logistics of your team. But the statistics are clear - organizations that thrive, that have increased profits, that retain their staff, and that are “I want to work here” and “I want to come back here” places are those that are led by people who demonstrate high levels of Emotional Intelligence.
Leaders who understand that they are in service to the people who work with and for them, and the consumers who choose to come to their events.
People Management can feel daunting, but the key elements of emotional intelligence can give them a tangible place to start.
Participants will learn tangible strategies for increasing their emotional intelligence, and actionable ways to put some of those “soft skills,” like empathy and self-awareness, into effect.
MONDAY FEB. 10TH, 2025 | 11:00 a.m. – 12:00 p.m. | Room 1
Bookkeeping 101
Presented by Janelle Moss
In this session you will:
Learn how to start or improve your bookkeeping system
See how bookkeeping is a tool for operational decisions that benefit your bottom line
Learn the basic terminology of a Profit and Loss and Balance Sheet
Hear how a great relationship with your bookkeeper and CPA can coexist
Stop "flying blind" and leave with confidence that you can master the numbers side of your business
MONDAY FEB. 10TH, 2025 | 1:30 p.m. – 3:45 p.m. | Room 1
Risk Management 101
Panel Discussion
Panelists include: Sara Mazzolla, Joan Allgaier, Gaylee Gillim & Kim Ayers
To protect your agritourism business, it is important to create a risk management plan, and understand the forms of risk shifting and corporate formalities. Risk shifting can take on many forms, from purchasing an insurance policy to hedging investment positions to corporations moving from defined-benefit pensions to defined-contribution retirement plans like 401(k)s. Some of the main areas of risk and negligence include site safety risk, product risk, employee related risk, and financial risk. To ensure the well-being of your business, it is recommended that you avoid certain activities, use liability waivers, purchase insurance, practice good management techniques, train employees, and pay attention to the legal structure of your business.
Topics to be covered include:
My state has an assumption of risk statute … am I covered and can I still be sued?
Workplace & Employment policies
Accident prevention & reporting
You’ve been served with a lawsuit – now what?
Preservation of evidence and witness information
Communications & PR
When do I need an attorney?
Do I have to provide ADA accommodations or are farms exempt?
Service Animals – How to respond to patrons who bring them
How to map your farm for streamlining access in case of an emergency
The importance of insurance and understanding your policy
My local zoning officer is challenging our status as we create more tourism – what should I do?
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Track 2
{Room 2}
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Production
MONDAY FEB. 10TH, 2025 | 9:45 a.m. – 10:45 a.m. | Room 2
Pumpkin and Squash Production for Pick-Your-Own Patches
Presented by Justin Brown
This session is intended for beginning producers.
Experiences are what drives your farm, but does your pumpkin patch under deliver?
Focusing on agronomic principles, will learn some basics to grow a wonderful patch for your patrons to explore.
Topics will include:
Variety selection
Planting dates
Weed control
Fertility management
Patch design and much more!
MONDAY FEB. 10TH, 2025 | 11:00 a.m. – 12:00 p.m. | Room 2
Corn Production for Corn Mazes
Presented by Justin Brown
Have you struggled with growing Corn for your maze?
In this agronomy focused session, we will discuss practices to keep your corn tall, green and weed free.
Topics covered will be wide ranging with points of emphasis on:
Seed selection
Weed control
Fertility
Insect pressure
Planting your own maze
MONDAY FEB. 10TH, 2025 | 1:30 p.m. – 3:45 p.m. | Room 2
The Era of Weather Volatility & Hedging Strategies for Ag Producers & Growers
Presented by Shawn Hackett
Why has weather volatility increased in recent years and why will this trend continue?
There are many variables that influence and increase weather volatility throughout history. Understanding what these drivers are, how long they typically last, and what they mean for global crop production trends, Ag price volatility and production costs will be paramount for managing long-term risks.
With this climate-focused presentation, longer-term climate cycles with historical statistics and correlations will be discussed with the focus and goal to map out an action plan for execution.
After the break, this session will complement the main presentation above and provide a real-world hypothetical example of the steps, processes, and considerations to map out an action plan and implementation strategy of an effective cash/marketing/hedging plan.
Strong emphasis will be placed on the psychological, financial and local physical realities that are a key part of any successful strategy.
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Track 3
{Room 3}
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NAFDMA Next Gen
MONDAY FEB. 10TH, 2025 | 9:45 a.m. – 10:45 a.m. | Room 3
Turning Something Old into Something New
Presented by CJ McClanahan
We’ve been told that the only constant in life is that things will always be changing.
We just didn’t think it would change this much, this fast.
Young leaders often find themselves in the challenging situation of respecting the past while ensuring the business is poised to take advantage of new (and different) opportunities.
In this session, CJ details the strategies necessary to motivate your team. His message will help you understand:
How do earn the respect of the founders who built a successful business in the past?
What are the best strategies to navigate multiple generations within an organization?
How do you inspire others to embrace new ideas?
What are the best practices for communicating effectively inside and outside the business?
MONDAY FEB. 10TH, 2025 | 11:00 a.m. – 12:00 p.m. | Room 3
Pro Tips to Create Awesome DIY Instagram Reels
Presented by Sarah Benoit
The modern social media landscape requires that every brand be courageous and embrace a do-it-yourself, multimedia approach to marketing and communications. This can be easier said than done, especially when it requires learning a variety of platforms and having so many creative tools and choices at our fingertips.
Instagram Reels alone offers a seemingly endless list of effects, stickers, music, filters, and more. How can those of us without a background in video or marketing use these tools to our advantage and create impactful content?
In this session, we’ll explore tips and tricks for making DIY Instagram Reels that attract and engage our audiences. Attendees will learn:
DIY tips for taking great smartphone photos and videos
What types of videos are trending
The power of organizing a useful content bank/library
How to choose and save effects, music, and more so you stay on brand
Canva’s tools for creating Reels, TikToks, and YouTube Shorts
How these tips can also improve your Stories and Live Streams
Bring your phone or laptop and be prepared to ask questions.
MONDAY FEB. 10TH, 2025 | 1:30 p.m. – 3:45 p.m. | Room 3
NAFDMA Next Gen: Sound-Off Roundtable
Presented by John Stanley & Jordan Pierce
In this final session of the NAFDMA Next Gen educational track, you get a chance to voice all that you’ve learned, been inspired by, and slotted to incorporate back home in order to increase effective communication, productivity, and skill sets in your roles and responsibilities back on the farm.
John Stanley & Jordan Pierce will help to facilitate this sounding board and will field any remaining questions you might have in order to leave the convention with a more solid foundation as a manager and leader.
This wrap-up will also include:
What you should do now
What you should not do now
How you should implement the changes you have to make in your business.
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Track 4
{Room 4}
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301 / 401 Only
MONDAY FEB. 10TH, 2025 | 9:45 a.m. – 10:45 a.m. | Room 4
High-Volume Concessions
Presented by Chris Ross
As your operation grows, so too do the lines at your concession areas.
In an effort to keep your guests happy & satiated, this session will help you to create an effective and efficient concessions experience.
We’ll cover a variety of ways to improve both the front and back of house, including aspects of menu engineering, queuing the lines, technology and understanding the POS vs customer ratio.
MONDAY FEB. 10TH, 2025 | 11:00 a.m. – 12:00 p.m. | Room 4
Its Best to Compare Your Business to Itself
Presented by Doug Joyer
In this session, Doug Joyer will compare the last three years' worth of indicators he likes to follow as a General Manager of Waldoch Farm and Joyer Adventure Farm.
The information is based off of an annual meeting Waldoch Farm has where they compare these different metrics and judge the success of the season.
Taking the time to review the metrics in 2023 forced Waldoch Farm to make some challenging decisions in 2024.
Let’s see how that affected the business’ bottom line.
The best business to compare your business to is your own.
MONDAY FEB. 10TH, 2025 | 1:30 p.m. – 3:45 p.m. | Room 4
Legacy Leadership: Leaving A Lasting Mark
Presented by Erika Petrelli
After we’ve been in the business for 25, 35, 45 years, it’s natural to start to think about our legacy. From a leadership perspective, legacy is the imprint you leave on your team and on your farm—one that lasts. It’s the echoes of you that ring through everything - from your team meetings to your annual events to the experiences guests have when they walk into the shop.
How you want to be remembered tomorrow begins with the actions you take today.
In this workshop, participants will explore the concept of “legacy leadership,” and will learn strategies they can implement to start to create that legacy today.
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Track 5
{Room 5}
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Marketing / AI
MONDAY FEB. 10TH, 2025 | 9:45 a.m. – 10:45 a.m. | Room 5
Building Audiences Through Owned Media
Presented by Adam Stoker
This breakout session delves into the strategic importance of utilizing owned media channels to grow and engage audiences in the tourism industry. Rather than just capturing existing demand, owned media helps DMOs create it, proactively shaping audience perceptions and desires.
Using the three Cs, content–community–commerce, we dive into how destination marketers can leverage their websites, blogs, podcasts and more to create a devoted following that ultimately increases visitation to the destination.
Learn about the cost-effectiveness, control over content and the loyal audience base that comes with owned media.
Adam will showcase some of the most successful real-world examples from within the industry and beyond, demonstrating how valuable, relevant content tailored to the target audience can enhance brand awareness, drive visitor engagement and ultimately increase tourism year over year.
MONDAY FEB. 10TH, 2025 | 11:00 a.m. – 12:00 p.m. | Room 5
12 Must Have AI Marketing Tools
Presented by Dale Bertrand
In 2025, artificial intelligence can help you manage social media accounts, write marketing emails, and brainstorm new farm experiences.
AI tools will empower you to level up your marketing and operations without replacing your human imagination or judgment.
Now is the time to start integrating AI tools into your business – before AI-savvy competitors dominate your market.
Join marketing AI expert Dale Bertrand as he shares his playbook for using AI tools for agritourism marketing and operations to improve your productivity and results.
Takeaways:
12 specific AI tools you can use right now
Working with AI tools to boost your productivity
Maximizing your marketing results with AI tools
MONDAY FEB. 10TH, 2025 | 1:30 p.m. – 3:45 p.m. | Room 5
Practical AI-Powered Marketing: AI for Copywriting, Visuals, and Promotions
Presented by Dale Bertrand
This AI workshop is designed for agritourism marketers interested in creating marketing materials with AI. From crafting compelling social media posts and website copy to generating images and graphics, you'll learn how to use AI to elevate your farm's marketing efforts.
The workshop will combine education around marketing AI tools, use cases, and concepts, with a hands-on marketing AI learning experience
Bring Your Laptops!!
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Track 6
{Room 6}
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“Mixed Bag” 1
MONDAY FEB. 10TH, 2025 | 9:45 a.m. – 10:45 a.m. | Room 6
Harvesting Success: Trends and Innovations in Agritourism Retail
Presented by Kati Bowman & Fran McCall
Inviting people out to the farm and having a few items for sale used to be simple.
Farm markets are not just for fruit and vegetables anymore.
The public expects new, attractive, and interactive shopping. The more family friendly activities you have, the better and the longer customers stay.
Come and join the conversation as we dig into national agritourism retail trends and the hot must have items you need to showcase.
MONDAY FEB. 10TH, 2025 | 11:00 a.m. – 12:00 p.m. | Room 6
Operational Development & Management
Presented by Kellie Padget & Kati Bowman
Join us for an engaging and comprehensive session designed to transform your approach to managing and nurturing talent within your agritourism operation. Whether you're looking to hire your first manager or seeking ways to enhance your current management team, this session provides actionable insights and practical strategies to help you build a resilient and high-performing management structure.
MONDAY FEB. 10TH, 2025 | 1:30 p.m. – 3:45 p.m. | Room 6
Psychology of Attendance: Why People Attend and Return
Presented by Michael Diettrich-Chastain
In this session, attendees will learn a model which shows why people attend events, what keeps them coming back and what drives their interest to tell their friends.
Drawing from research in social psychology, event management and group dynamics, attendees will be exposed to learnings that they can leverage to improve event attendance and retention.
Outcomes:
A new understanding of what drives attendance of any event or experience they host
How to change the design of the offerings to increase attendance and retention of guests
New connections which they can leverage to support one another's businesses
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Track 7
{Room 7}
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”Mixed Bag” 2
MONDAY FEB. 10TH, 2025 | 9:45 a.m. – 10:45 a.m. | Room 7
The Loyalty Loop Unplugged
Presented by Andrew Davis
Now that you've learned all about the power of the Loyalty Loop in this morning's keynote session, it's time to put it into practice and learn how to turn each visit into an experience.
In this interactive, fun, and productive 60-minute workshop, keynote speaker Andrew Davis will work with you to take the first steps in transforming your farm's Loyalty Loop experience.
With nothing but a dry-erase board and a few markers, we'll tackle the most significant visitor experience challenges facing you and your team - no matter what it is.
Have parking issues on Saturdays? Let's tackle it.
Frustrated that your seasonal staff is constantly late for work? We'll work through it.
Wish you could turn the complaints about the long lines during apple cider donut season into accolades? We're going to give it a shot!
You'll walk away with the nine-step process designed to transform your next visitor's experience into one they'll tell others about.
MONDAY FEB. 10TH, 2025 | 11:00 a.m. – 12:00 p.m. | Room 7
Cultivating Success: Enhancing Your Farm Layout to Provide Optimal Guest Experience
Presented by Jeff Greenwood
Join Jeff Greenwood, a leading agritourism business consultant, for an insightful education session designed to help farmers elevate their guest experience through strategic farm layout improvements.
Learn the best practices for layout design that not only maximize farm efficiency but also create engaging, memorable experiences for guests.
From strategic placement of attractions and concessions to ensuring smooth visitor flow, this session will help you discover how thoughtful farm design can enhance the guest experience, increase profitability, and grow your business.
Don't miss this opportunity to cultivate success on your farm!
MONDAY FEB. 10TH, 2025 | 1:30 p.m. – 3:45 p.m. | Room 7
Premium-ize Your Destination
Presented by Maureen Ballatori
Find out how to attract an audience that is seeking a premium destination and ready to pay for it.
Learn how to benchmark other premium destinations and build experiences that allow you to charge more.
Explore the essentials you need to put in place to effectively elevate your offerings
and uncover unique ways to implement these ideas.
We’ll touch on collaboration, food and drink, ticketing strategies, and marketing efforts.
As a result of this session, you will be better able to:
Understand new ideas for leveling-up your destination experiences
Develop optimized pricing structures
Discover marketing efforts that allow you to attract a premium audience
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Track 8
{Room 8}
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“Mixed Bag” 3
MONDAY FEB. 10TH, 2025 | 11:00 a.m. – 12:00 p.m. | Room 8
Hosting Corporate Events
Presented by Jeff Manley
Would you like to host 214 birthday parties in one day or host one corporate event?
Join Jeff Manley in an engaging breakout session where he will explore "Prioritizing Revenue by the Hour" and unlock the potential of hosting corporate and company events on your farm.
Discover how to maximize profitability by strategically calculating into your scheduled corporate outings, and learn what works and what doesn't in creating memorable experiences that drive income.
MONDAY FEB. 10TH, 2025 | 1:30 p.m. – 3:45 p.m. | Room 8
Tulleys Farm: There’s No Such Thing As Standing Still!
Presented by Tulleys Farm Staff
The team at Tulleys spoke at the Austin convention in Jan 2023 and shared many business insights, financials, marketing strategies and experiences with NAFDMA. Now we’re back with how things went and what we are planning as we push forward.
The two-part business education session will build on those insights. Directors Stuart and Sam Beare and Chris Bailey will share their journey and bare their souls of the highs and lows as they tell the story of the many lessons learnt with humility and humor.
Tulleys Farm Business - Part 1 (1:30-2:30pm)
An overview of the Tulleys business enterprises and update on the latest developments.
Our approach to marketing.
Team and staff structure.
Enterprise financials, including P & L’s and investment strategy.
Approach to Customer Service and reputation.
Use of AI assistants, and how these have helped efficiencies and creativity.
Tulleys Farm Business – Part 2 (2:45-3:45pm)
The Tulip Festival 2024
We will explain our approach and how we attracted 94,000 visitors to the farm in April 2024. Attendees will discover how this was achieved and the stresses it caused! We will discuss our plans to expand the tulip festival attraction to multiple locations in 2025.
The Christmas Lights Festival 2024
We will explain our completely new theme park style concept for the Christmas lights attraction. The team will share how the event was created, what sets it apart from other light attractions and with a Year 1 investment of $1.2 Million, you’ll find out whether the idea worked out financially or has given the business a headache?!