Education Sessions
February 6th, 2027
Saturday Feb. 6th, 2027 | 8:45 a.m. | Uncas Ballroom
GENERAL SESSION
GENERAL SESSION
Center Grove Orchard Spotlight
Our General Session will focus on one of Iowa’s most successful agritourism operations - Center Grove Orchard. Over the course of two-hours, we will delve deep into Center Grove’s 32 years of growth, evolution and operations, covering everything from their history and value system to their employee policies and guest management systems.
They’ll discuss their unique events and offerings throughout the year, covering their various admission pricing options, You Pick events, social & corporate group offerings, farm camp, and everything that happens on the farm during the Spring, Summer, Fall and Holiday seasons.
They will also share aspects of their financials, costs, and margins, so everyone attending the sessions can gain perspective on their own competitive strategies. This is sure to be an inspiring and informative session and there will be ample time to ask all of your burning questions as well.
Saturday Feb. 6th, 2027| 11:00 a.m. – 12:00 p.m. | Salon A2
Leaders as Role Models: Become a Manager of Managers
Presented by Jackson Kerchis
Many leaders come to their roles as a function of their expertise in a specific subject matter, but leadership requires more than job-specific skills. Leadership requires tools and models to develop other leaders.
You'll learn a simple, powerful model for how to be an effective coach. And you'll learn how to establish processes to continuously improve the organization. Finally, you'll look at your own approach to fostering clear performance measures and accountability.
Saturday Feb. 6th, 2027| 11:00 a.m. – 12:00 p.m. |Abenaki
From Legacy to Leadership: Navigating Generational Transition with Clarity & Courage
Presented by Sarah Polzin
Stepping into ownership, especially in a generational business, is both an honor and a challenge.
How do you respect what’s been built…while having the courage to move it forward?
This session dives into the real, often unspoken dynamics of transitioning leadership between generations.
From differences in vision and communication styles to navigating emotion, identity, and decision-making, this is about leading through complexity with clarity.
We’ll focus on practical ways to:
Honor legacy without being limited by it
Communicate openly through tension and transition
Create alignment across generations, roles, and expectations
Lead with transparency in both people and financial decisions
Key Takeaways
How to navigate difficult but necessary conversations with confidence
Tools for aligning vision across generations and leadership styles
Practical ways to maintain trust during times of transition
Strategies to lead both internally (team) and externally (customers/community)
A framework for honoring the past while building the future
During this session, there will be time for audience participation to share lessons learned and ask real world questions.
Saturday Feb. 6th, 2027 | 11:00 a.m. – 12:00 p.m. | Oneida/Penobscot
How to Elevate your Online Visibility in Search & AI Queries
Presented by Rachael Woods
Approximately 25% of consumers are using AI regularly and the world of search optimization has changed. In this session we'll review organic (non-paid) strategies to elevate your visibility in this new chapter of Search Everywhere Optimization, as well as the reemergence of long-form content and PR teams.
Saturday Feb. 6th, 2027 | 11:00 a.m. – 12:00 p.m. |Schaghticoke
Stronger Together: Communication Systems for Farm, Family, and Business
Presented by Dr. Kristen Strom
Clear communication is the foundation of a successful farm and a healthy family, but it’s often the first thing to break down during busy seasons.
This session equips attendees with simple, effective communication tools and systems to reduce conflict, clarify expectations, and strengthen relationships both on and off the farm.
Takeaways:
Practical communication frameworks for high-stress seasons
Tools to align roles, expectations, and priorities
Systems to improve teamwork within families and operation
Saturday Feb. 6th, 2027 | 11:00 a.m. – 12:00 p.m. | Nehantic/Pequot/Paugussett
Guaranteeing Farm Income: An Overview of Whole Farm Revenue Protection and Micro-Farm Crop Insurance
Presented by Kylee Zdunic-Rasch, Kyle Gannon, Aaron & Barb Roth
You read that correctly! What would you say if we can guarantee a portion of your farm income in the event of a loss through a crop insurance policy?
Learn about Whole Farm Revenue Protection and Micro-Farm crop insurance as a tool to accomplish this.
The highlight of this session will be a panel discussion of participants with first-hand experience of utilizing this policy and how it functions.
Saturday Feb. 6th, 2027 | 11:00 a.m. – 12:00 p.m. | Salon A3
Tell Your Brand Story to Drive More Business & Sales
Presented by Stephanie Stuckey
In this engaging 60-minute session, agritourism operators will learn how to turn every day moments on their farm into powerful, authentic content that draws visitors in and keeps them coming back.
From simple behind-the-scenes videos (“here’s us doing our thing”) to jumping on trends in a way that feels natural, this session focuses on storytelling over selling—because today’s customers want connection, not a commercial.
Take Aways:
Learn practical, approachable ways to create social media content
Create creative, personable & relatable experiences for your audiences
Build stronger customer connections
Drive more visits to your farms
Saturday Feb. 6th, 2027 | 11:00 a.m. – 12:00 p.m. | Passamaquoddy/Brothertown
From Seasonal to Sustainable: Retention Strategies for a Changing Labor Model
Presented by Jami Armstrong
Agritourism has long relied on seasonal labor and now workforce expectations are shifting. This session explores how organizations can create greater continuity, loyalty, and engagement even within seasonal or transient labor models. Discover strategies to improve return rates, reduce onboarding costs, and build long-term workforce relationships.
Saturday Feb. 6th, 2027 | 1:15 p.m. – 2:45 p.m. | Salon A2
The Engagement Engine: Practical Tools to Build Communication, Ownership Mindset & Team Culture
Presented by Sarah Polzin
In fast-paced, seasonal businesses, communication gaps and inconsistent ownership mindsets aren’t usually people problems, they're system problems.
This 90-minute workshop introduces a practical solution: the S.P.E.E.D. framework (Survey, Plan, Execute, Evaluate, Direct), a simple, repeatable model for building clarity, accountability, and engagement across your team.
But framework alone isn’t enough. This session goes deeper by pairing each phase of S.P.E.E.D. with specific, real-world tools - both simple and tech-enabled, that leaders can immediately implement.
Attendees will learn how to:
Survey using quick check-ins, observation tools, and team input systems
Plan through clear weekly priorities, role clarity tools, and alignment rhythms
Execute with daily huddles, communication frameworks, and task visibility systems
Evaluate using scoreboards, simple metrics, and feedback loops
Direct through coaching conversations, recognition systems, and accountability tools
We’ll also explore how to leverage accessible technology (POS insights, communication platforms, shared dashboards, and messaging tools) to reinforce consistency, without overwhelming your team.
Throughout the session, participants will begin building their own “Engagement Engine”, a customized set of tools aligned to their operation.
Attendees will leave with a clear framework, practical tools, and a working plan to turn communication into action - and action into culture.
Key Takeaways:
The S.P.E.E.D. framework as a practical leadership system
Daily, weekly, and seasonal communication rhythms
Simple tech tools that reinforce consistency and accountability
A customized “Engagement Engine” participants begin building during the session
“Because culture isn’t built in big moments…it’s built in the way we lead every day.”
Saturday Feb. 6th, 2027 | 1:15 p.m. – 2:45 p.m. | Abenaki
Marketing for People Who Hate Marketing
Presented by Lyndsay Mercer
Most farmers don’t struggle with marketing because it’s not within their skillset, it’s because they lack a clear strategy and implementable plan.
In this session, Lyndsay will guide you to identify your marketing goals, illustrate how to create an actionable, seasonal marketing plan, and help you to build a simple system that attracts and retains customers – all without you feeling overwhelmed.
Aspects to be covered:
Marketing Goals, Tips, Frustrations & Mistakes
Identifying your customer
Marketing Campaigns, Timetables & Calendars
Channels – Email/Social/Website
AI & Marketing
Saturday Feb. 6th, 2027 | 1:15 p.m. – 2:45 p.m. | Oneida/Penobscot
Supercharge Your Digital Marketing with AI
Presented by Robbie Parks
Ever since ChatGPT hit the scene, artificial intelligence (AI) has gone from science fiction straight into the business big leagues, becoming the top trending tool for businesses.
The digital landscape is constantly evolving and that’s where this class comes in!
Designed specifically for forward-thinking business leaders and savvy marketing teams, this class will empower you to leverage the latest AI tools to take your digital marketing to the next level.
Learn how to use AI to gain deep insights into your audience, select the most effective platforms for your marketing campaigns, develop a strategic marketing calendar, and craft compelling content that connects.
By the end of this class, you'll walk away with actionable strategies and powerful AI-driven prompts that can elevate your marketing efforts immediately.
Learning Outcomes
Understand the power and limitations of the most popular AI platforms
Select the AI platforms that align with digital marketing strategy and goals
Build powerful prompts that get results
Understand the potential risks involved with using AI
Saturday Feb. 6th, 2027 | 1:15 p.m. – 2:45 p.m. | Schaghticoke
Rooted & Rising: Leading Authentically as a Woman in Agritourism
Presented by Dr. Kristen Strom, Adrianne Dunn, Katie Colony, Melissa Register, Maggie Blankenship
Women in agri-tourism often carry multiple roles while navigating pressure, expectations, and constant change.
Join a panel of your peers as this session empowers attendees to reconnect with their identity, build resilience, and lead with confidence through authentic leadership practices.
Takeaways:
Personalized “I am” statements to anchor identity and leadership
Strategies to build resilience through challenges and changing seasons
Tools to lead with authenticity instead of pressure or perfection
Saturday Feb. 6th, 2027 | 1:15 p.m. – 2:45 p.m. | Nehantic/Pequot/Paugussett
Website Accessibility in Agritourism Panel: Real Risks, Real Stories, Real Solutions
Presented by Denise Pane, Dr. Kirk Adams, Peter Shapiro
Nobody wants to get hit with a surprise lawsuit.
But digital drive-by lawsuits alleging that websites are not accessible to people with disabilities are on the rise, and small to medium-sized businesses are in the crosshairs.
With 25% of the population having a disability, if your site is not accessible, you are losing out on customers, revenue and SEO (accessible sites rank higher in search.)
This session cuts through the tech jargon to give you the raw truth about website accessibility. We are bringing together the three perspectives you need to hear to protect your enterprise: the accessibility specialist, the lawyer, and the everyday user with a disability.
The Panel Lineup:
The Blueprint: Denise Páne, renown website accessibility specialist, kicks things off with a fast 20-minute breakdown of what website accessibility means and how to protect your asset.
The Legal Shield: Peter Shapiro, a seasoned defense attorney who has handled hundreds of website accessibility claims, will share real-case insights and the immediate risks of ignoring website accessibility.
The Human Consequence: Dr. Kirk Adams, a blind advocate, will share the reality of interacting with inaccessible sites, turning abstract tech rules into real-world understanding.
Protect your business, open up your market, and get the peace of mind that comes with a compliant website.
Saturday Feb. 6th, 2027 | 1:15 p.m. – 2:45 p.m.| Salon A3
Weeds in the Fine Print: What’s Lurking in Your Employee Handbook?
Part 1
Presented by Jean Martin
Attend this program and don’t let your handbook become “Exhibit A” in a case against your company!
Is your handbook fraught with policies that could actually hurt your business? Does it instruct employees not to discuss their pay with coworkers, prohibit them from using only “illegal” drugs, or notify them that unauthorized overtime will not be paid? Do you struggle with how to define “full-time” or “seasonal” or wonder if you need to prohibit employees from using AI glasses?
For answers to these and many other questions, join Jean Martin in this special two-part presentation about Employee Handbooks. Jean is a highly experienced HR consultant who has written hundreds of policies and handbooks for employers nationwide. You’ll learn about the real reason for an employee handbook, what policies are essential to help you mitigate risk and comply with federal employment regulations, the most effective policy style, and how a handbook can help make your management life easier.
Beyond the policies, you’ll also learn about the laws and regulations that come into play when developing handbook policies—essential knowledge every owner needs. As a special bonus, you’ll receive several complimentary sample policies you can use in your business.
Participants are also invited to bring any existing policies for discussion.
Learning Objectives:
Understand the purpose and strategic value of an employee handbook in setting expectations and reducing risk.
Identify the core policies that should be included in a compliant and effective handbook.
Recognize federal requirements that impact handbook content.
Distinguish between mandatory policies and optional (but recommended) best practices.
Key Takeaways:
A clear understanding that an employee handbook is both a compliance tool and a risk management document, not just an HR formality.
Awareness that illegal statements and outdated policies can create legal exposure instead of protection.
Insight into the importance of consistency between handbook policies and actual workplace practices.
Several sample policies covering critical, required topics.
Saturday Feb. 6th, 2027 | 1:15 p.m. – 2:45 p.m. | Passamaquoddy/Brothertown
Visionary Integration: Elevating the Guest Experience & Profits
Presented by Ted Rita, Julie Zasada
Are you a visionary or an integrator?
A leadership team that includes both can scale your destination to inspire loyal visitors, increase the profit of your overall operation by adding value to what you already offer, and create quality experiences for your guests.
In this session we will explore how:
your leadership style impacts your business outcomes
authenticity makes the best visitor experience
a placemaking mindset is used to vision and plan dynamic amenities and attractions
safety, professionalism, and showmanship are the benchmarks of operational excellence to grow your audience and encourage repeat guest visits.
Saturday Feb. 6th, 2027 | 3:00 p.m. – 4:30 p.m. | Salon A2
Magnetic Workplace: How to Attract, Retain, and Engage Staff
Presented by Jackson Kerchis
How do we find and keep the right people?
The labor market is more competitive than ever—and compensation alone isn’t enough to win. Today’s employees want more from their working lives. In this session, Jackson Kerchis draws on research in happiness and job satisfaction to explore what people really want—and how leaders can meet their psychological needs.
You'll learn a leadership framework and checklist of best practices to build trust and communication, shared commitment, and effective execution. These tactics promote job and career satisfaction, help you measure and improve your employee experience, and embrace leadership behaviors that attract, retain, and engage the right people.
Saturday Feb. 6th, 2027 | 3:00 p.m. – 4:30 p.m. | Abenaki
Produce UPICK Panel Session
Presented by Jones Family Farms, Kelder's Farm, Tougas Family Farm
Even if you are already offering UPick Produce, this workshop will offer a breadth of information from three successful NAFDMA farms to help you to enhance your own operation, improve your efficiency and grow your bottom-line.
In this extensive overview of each of their operations, we will delve deep into the following:
Production
Pricing Options
Customer Experience
Staffing
Supply & Demand Strategies
Unique ideas to implement
You will leave this workshop with both a greater understanding of what it takes to operate a profitable Produce UPick, and with inspiring ideas to engage your guests this and every season.
Saturday Feb. 6th, 2027 | 3:00 p.m. – 4:30 p.m. | Oneida/Penobscot
Digital Marketing Now: Trends, Tips, and Tools That Work
Presented by Robbie Parks
Feeling overwhelmed by marketing buzzwords? Confused by declining website traffic and social media engagement? You’re not alone.
In this engaging session, you’ll discover the top 10 digital marketing trends driving small business success today. From artificial intelligence and generative engine optimization to the enduring power of email marketing, you’ll learn what actually works, and what you can safely ignore.
Whether you’re looking to cut through the noise, stay ahead of the curve, or simply keep up with what’s new, you’ll leave with clear insights and practical strategies you can put to work right away.
And we’ll have live, interactive Q&A so you can get real-time feedback on the marketing challenges you’re trying to solve.
Learning Outcomes
Identify the digital marketing trends that are most relevant to your business and target audience
Separate proven strategies from hype, so you know what to prioritize (and what to ignore)
Measure performance and make smarter adjustments based on results, not guesswork
Saturday Feb. 6th, 2027 | 3:00 p.m. – 4:30 p.m. | Schaghticoke
Less Hustle, More Peace: Creating Balance Without Sacrificing Success
Presented by Dr. Kristen Strom
The pressure to do more, be more, and produce more is real, but it often comes at the cost of your well-being.
This session challenges hustle culture in agri-tourism and offers a new approach to success that prioritizes peace, presence, and purpose so that individuals can truly operate at their best throughout all seasons of life.
Takeaways:
A mindset shift from hustle to intentional living
Strategies to protect energy and set boundaries
Practical ways to create more joy and fulfillment in daily life
Saturday Feb. 6th, 2027 | 3:00 p.m. – 4:30 p.m. | Salon A3
Weeds in the Fine Print: What’s Lurking in Your Employee Handbook?
Part 2
Presented by Jean Martin
Attend this program and don’t let your handbook become “Exhibit A” in a case against your company!
Is your handbook fraught with policies that could actually hurt your business? Does it instruct employees not to discuss their pay with coworkers, prohibit them from using only “illegal” drugs, or notify them that unauthorized overtime will not be paid? Do you struggle with how to define “full-time” or “seasonal” or wonder if you need to prohibit employees from using AI glasses?
For answers to these and many other questions, join Jean Martin in this special two-part presentation about Employee Handbooks. Jean is a highly experienced HR consultant who has written hundreds of policies and handbooks for employers nationwide. You’ll learn about the real reason for an employee handbook, what policies are essential to help you mitigate risk and comply with federal employment regulations, the most effective policy style, and how a handbook can help make your management life easier.
Beyond the policies, you’ll also learn about the laws and regulations that come into play when developing handbook policies—essential knowledge every owner needs. As a special bonus, you’ll receive several complimentary sample policies you can use in your business.
Participants are also invited to bring any existing policies for discussion.
Learning Objectives:
Understand the purpose and strategic value of an employee handbook in setting expectations and reducing risk.
Identify the core policies that should be included in a compliant and effective handbook.
Recognize federal requirements that impact handbook content.
Distinguish between mandatory policies and optional (but recommended) best practices.
Key Takeaways:
A clear understanding that an employee handbook is both a compliance tool and a risk management document, not just an HR formality.
Awareness that illegal statements and outdated policies can create legal exposure instead of protection.
Insight into the importance of consistency between handbook policies and actual workplace practices.
Several sample policies covering critical, required topics.
Saturday Feb. 6th, 2027 | 3:00 p.m. – 4:30 p.m. | Passamaquoddy/Brothertown
Bloom Hill Farm- 10 Powerful Lessons From My First 10 Years of Business
Presented by Shannon Allen
Join Shannon Allen from Bloom Hill Farm in Uniontown, Ohio as she relays her experiences in agritourism through a variety of lessons learned from her 1st decade in business.
This will be a very interactive session as we hear from attendees about their own successes, struggles and lessons learned.
Some topics that will be covered:
Building a Farm Business that Serves YOU throughout the Year
The Value of being Customer obsessed vs. being Competition obsessed
Enhancing the Customer Experience
Prioritizing Profitability
Authentic Connections & Collaborations
Staying Current through Innovations and Adjustments
More is not Better – Better is Better
Education Sessions
February 7th, 2027
Sunday Feb. 7th, 2027 | 8:15 – 9:15 a.m. | Uncas Ballroom
KEYNOTE SESSION
KEYNOTE SESSION
Remarkable by Design: From Forgotten to Unforgettable
Presented by Dan Gingiss
We've been taught for decades that the way to win in agritourism is simple: lower your admission price, add another attraction, or outspend the farm down the road on advertising. But what we've been taught is wrong.
In today's marketplace, price wars are a race to the bottom, and the latest corn maze or pumpkin patch gets copied by next season. The truth is, nearly every agritourism operation is now competing with dozens of similar options - not to mention other forms of entertainment.
So why do some farms become beloved destinations while others fade into the background?
Because visitors don't go home and talk about what was ordinary. They talk about what was unforgettable.
This keynote reveals why the last true differentiator left in agritourism is the one your competitors can't copy: how you make people feel. And it will leave you WISE to the power of the visitor experience.
You'll hear about the state that ranked 50th as a vacation destination and how they turned it around by being Witty. The entertainment powerhouse that used an Immersive experience to create generations of lifelong fans. A restaurant that made its food utterly Shareable without changing the recipe. And why a sparkler is always more Extraordinary than a candle.
It's not about spending more, adding complexity, or leaning on technology. It's about intentionally designing experiences that are remarkable - worthy of talking about. The result? Your visitors become your most powerful marketers, telling their friends and neighbors about your farm long after they've gone home. So get ready to see your operation through a new lens: the WISE framework for turning every interaction - from the parking lot to the hayride to the checkout line - into an opportunity to stand out, inspire conversations, and earn loyalty that money can't buy.
Are you ready to compete where it actually matters?
Sunday Feb. 7th, 2027 | 9:30 – 10:30 a.m. | Salon A2
A Race For Relevance
Presented by John & Souny Kennedy
Engaging technology to assist in your day-to-day elements of a busy agritourism enterprise.
BoomerWrangle, LLC will send out a pre-conference survey to get a pulse on the pain points for a busy and successful agritourism farm.
That data will then be reported back with digital solutions, strategies and techniques to address those concerns and leverage technology to bring your farm into the future of relevance and revenue.
Sunday Feb. 7th, 2027 | 9:30 – 10:30 a.m. | Abenaki
How to Capture Your Farm with the Powerhouse in Your Pocket
Presented by Aaron TerBerg
Your phone is already in your pocket — and it's capable of capturing footage that looks every bit as cinematic as the work coming out of high-end production houses. The catch is knowing what to point it at, when to shoot it, and how to set it up before you press record.
In this 60-minute session, we'll walk through the exact framework I use on agritainment farms across the country to turn everyday moments — pumpkin patches at sunset, kids on the corn maze, a farmer scratching a goat behind the ears — into scroll-stopping content. By the end, attendees will leave with a repeatable shot list, the right phone settings dialed in, and a small kit of accessories that punches well above its price tag.
Who This Is For
Farm owners and marketing leads who shoot their own social content
Operators tired of footage that looks flat, washed out, or amateur
Anyone who wants their farm — and their guests — to look their absolute best on camera
What We’ll Cover
Why Cinematic Matters for Agritainment
Framing & Composition Fundamentals
Time of Day & Working with Natural Light
Frame Rate, Resolution & Camera Settings
Tools & Accessories
Hands-On Workshop — Shoot, Review, Refine
What Attendees Will Walk Away With
A go-to framing checklist they can run through before any shot
Phone camera settings (frame rate, resolution, exposure lock) preset for cinematic results
A shooting schedule built around natural light on the farm
A short list of affordable accessories that elevate phone footage immediately
A simple workflow for handing footage off to an editor (or editing it themselves in apps like Final Cut)
Sunday Feb. 7th, 2027 | 9:30 – 10:30 a.m. | Oneida/Penobscot
Getting WISER to the Power of the Visitor Experience
Presented by Dan Gingiss
Want your team to stop talking about the visitor experience and start creating it? In this hands-on session, participants put Dan's WISE framework – Witty, Immersive, Shareable, and Extraordinary – into action. They are also introduced to a bonus letter – "R" for Responsive – that will make them WISER than the competition.
Built on two decades of real-world experience studying what makes people come back – and tell their friends – this workshop is an idea-generating engine where your people roll up their sleeves and brainstorm simple, practical, and inexpensive improvements to the on-farm experience that you can implement before next season.
By the end, you'll have a long list of visitor-focused ideas – created by your own team, plus a room full of energized Experience Makers ready to bring them to life.
Sunday Feb. 7th, 2027 | 9:30 – 10:30 a.m. | Schaghticoke
Production, People & Prosperity: But What About Our Well-Being?
Presented by Jason Haglund
The constant stress and struggles that farming itself brings is compounded by the time, energy and financial burdens of the agritourism aspects of the operation.
Let's shed light on the pressing challenges faced by agritourism operators, as farm families generally don’t acknowledge the impacts of stress and well-being to the detriment of their physical health and emotional wellbeing.
Through engaging discussions and expert insights, we will explore the unique hurdles farmers and agritourism operators are facing, and more importantly – the tools you can use to address the physical and emotional tolls of this work.
Sunday Feb. 7th, 2027 | 9:30 – 10:30 a.m. | Nehantic/Pequot/Paugussett
Growing Your Workforce: How Farms Can Cultivate Talent, Purpose and Community
Presented by Emily Daigle
Faced with persistent labor shortages, high turnover, and exhausting retraining cycles, many agritourism and farm-based enterprises find themselves asking: Where do we find reliable help? The answer is right within your existing community.
In this interactive, one-hour session, Dr. Emily Daigle introduces a practical, step-by-step framework that reframes your farm as a "Living Workforce Lab." You will learn how to design an environment, a workflow, and a support structure where neurodivergent young adults and individuals with diverse abilities can thrive in real farm jobs.
This is not a theoretical lecture on inclusion; it is a practical blueprint backed by hard data. Dr. Daigle will share compelling financial research proving that inclusive hiring isn't just a feel-good program—it’s a major fiscal win. Studies show that businesses utilizing inclusive hiring models experience significantly lower turnover costs, a 25% increase in individual employee productivity, and substantially higher net income compared to industry peers.
You will leave this session inspired to build this system on your own farm, from breaking down every day operational tasks into teachable parts, to connecting with local school transition programs and vocational pipelines. Furthermore, you will discover how this model helps you capture a rapidly growing market of purpose-driven consumers. Today’s families and visitors want to spend their money at farms that actively invest in their community. Walk away with actionable, "boots on the ground" strategies to reduce your overhead, stabilize your staffing, grow your customer base, and cultivate a workforce rooted in loyalty and purpose.
Key Takeaways:
● Learn how minor adjustments to your farm's physical environment and daily routines create massive gains in worker productivity and retention.
● The Zone of Proximal Productivity: Discover how to find the "sweet spot" of support—giving a new worker just enough structure to succeed and build confidence without slowing down your operations or creating over-dependence.
● Your Local Talent Map: Identify the specific community partnerships and local organizations right in your backyard that are waiting to connect you to a loyal workforce pipeline.
● The Bottom-Line Case & Purpose Advantage: Review the data behind the financial and marketing rewards of inclusion, learning how to lower your retraining costs while authentically attracting socially conscious consumers to your farm events.
Sunday Feb. 7th, 2027 | 9:30 – 10:30 a.m. | Salon A3
Best Practices: Who They’re For, What They Are, and Why They Matter
Presented by Kim Ayers, Sara Mazzolla, Joan Allgaier
Best practices are more than a checklist—they define professionalism, protect credibility, and give our industry a unified voice.
In this session, we will break down who they serve, what they are, and why they matter now more than ever. From traffic flow and public access to attractions, animal interaction, food service, and emergency preparedness, we’ll highlight practical ways agritourism operations of all sizes can create safer, stronger, and more sustainable businesses.
Expect an engaging, honest conversation focused on how best practices protect operations, strengthen our reputation, and position agritourism to lead its own future—on our terms.
Sunday Feb. 7th, 2027 |9:30 – 10:30 a.m. | Passamaquoddy/Brothertown
Interactive Community Partnered Events
Presented by Brad Gritt - Gritt’s Farm, and Helen Messick - Messick’s Farm Market
Collaborating with your local businesses to create an interactive experience for your guests not only creates a much anticipated annual event but solidifies you as a supportive partner of your community.
Join Helen Messick of Messick’s Farm Market and Brad Gritt of Gritt’s Farm as they showcase the nuts and bolts of implementing their community partnered events - from the process of reaching out to prospective participating local companies/organizations to operational costs, safety protocols, marketing and staffing.
The two events that will be highlighted:
DEMO DAY at Gritt’s Fun Farm
Demo Day is your chance to climb into the cab of a real CAT® mini excavator and test your skills in a one-of-a-kind ball-moving challenge. Whether you’re scooping softballs or dropping basketballs into giant cans, it’s a hands-on experience for all ages.
Mini excavator stations for kids (with parents) and adults, guided by Boyd CAT team members.
Skill games using softballs, basketballs, cones, and cans—no digging required.
Free custom plastic hard hats for the first 1,500 kids in attendance.
Try your hand at the CAT® Simulator and score some giveaways.
Snap pics and climb aboard static CAT® machines around the farm!
Kickoff to Classroom at Messick’s Farm Market
Kickoff to Classroom is a free community event benefiting local charity and celebrating the start of a new school year. This event helps us to celebrate the fall season in a new and collaborative way with the community.
Bring a school supply donation to help support local students and teachers.
Free playground admission
Enjoy a Touch-a-Truck with over 6 participating community partners
Stamp your handprint on our signature Virginia LOVE sign.
Sunday Feb. 7th, 2027 |10:45 a.m. – 12:15 p.m. | Salon A2
Plant Your People
Presented by John Kennedy
Building a people-first culture where employees are fully engaged and focused on the success of your customer and your company.
The ultimate challenge of any business is the alignment of your people and processes to deliver a consistent customer experience year after year.
John will focus on the process of becoming a people-first culture and the necessary steps needed to ensure your employees think like owners and deliver on your expectations.
Take-Aways:
The six steps to delivering an exceptional and consistent customer experience
The top motivators of employee engagement to focus on daily
A comprehensive “Plant Your People” playbook to use in the 2027 season.
Sunday Feb. 7th, 2027 |10:45 a.m. – 12:15 p.m. | Abenaki
Building Flower Structure Displays
Presented by Marc-André Isabelle
What makes a flower display become the most photographed spot on your farm? It’s not just the flowers—it’s the experience you design.
In this session, Marc-André will share the key principles and real-world processes he uses to create flower structures that attract attention, encourage interaction, and drive social media sharing. We’ll look at what works, what doesn’t, and how to turn a simple concept into a must-see photo destination.
He’ll also share a detailed look at his large-scale moon crescent flower structure—from the original idea to the final build—along with what he learned once it was in the field and how visitors interacted with it.
In this session, you will learn:
How to generate strong ideas for flower structures
How to evaluate ideas based on visual impact and shareability
Why some designs fail—even when they look good
Lessons from our heart arches, stairway structures, and the moon crescent
Key build decisions and flower selection
Simple ways to increase photo engagement
Sunday Feb. 7th, 2027 |10:45 a.m. – 12:15 p.m. | Oneida/Penobscot
Building the Right Digital Marketing Campaign for your Farm
Presented by Rachael Woods
In this session we'll take a deep dive into digital marketing strategy, leaving social media posts at the door. Optimal campaign configuration can vary depending on your goals, so we'll break down the different platforms and discuss how to best apply them for specific outcomes.
Understand which digital marketing channels align with your goals and how to get the most out of them
Learn how to accurately measure success, depending on your target outcomes
When you're not hitting your targets, troubleshoot your customer journey using performance metrics
Sunday Feb. 7th, 2027 |10:45 a.m. – 12:15 p.m. | Schaghticoke
Experiential Round Table: Mastering Your Stress Response
Presented by Deanna Black
Agritourism has a multitude of factors that are out of our control, as well as many that are. Do these factors motivate high performance, or does it set you back, possibly even to the point of debilitation?
The ability to recognize how you define and perceive stress contributes to either a reaction or a response.
We’ve all heard the sayings:
Pressure is required to make a diamond.
What doesn’t kill you makes you stronger.
God only gives you what you can handle (in which Mother Theresa apparently replied, “I wish he didn’t trust me so much”)
In this round table we will collectively come to understand:
Basic hormone and nervous system responses
Stress: is it positive or negative?
Trigger recognition
Intuitive skills with an awareness of mind-body connection
Together we will Practice:
Tools to build resilience physically, mentally and emotionally
Techniques for in the moment occurrences
Rest and recovery exercises
Sunday Feb. 7th, 2027 |10:45 a.m. – 12:15 p.m. | Nehantic/Pequot/Paugussett
Retail Best Practices: Analogies & Insights for Farm Markets
Presented by Jonathan Raduns
In this session, we will illustrate proven retail strategies through simple and memorable analogies.
We’ll explore the psychological & scientific effects driving your store: including the subtle factors impacting your team and how your guests shop.
You’ll also receive Best-in-Class inspirations from real-world examples of exceptional retailing from a variety of farm operations and parallel industry perspectives.
Sunday Feb. 7th, 2027 | 10:45 a.m. – 12:15 p.m. | Salon A3
What's Coming - ASTM Standards and What Every Farm Needs to Know
Presented by Kim Ayers, Sara Mazzolla, Joan Allgaier, Avery Wheelock
A major shift is coming to agritourism—and many operators have not heard about it yet.
This panel is designed to introduce and break down ASTM standards, what they are, and why they are about to directly impact farms and attraction-based businesses across the country.
ASTM International (formerly the American Society for Testing and Materials) develops global standards that establish guidelines for safety, design, operation, maintenance, and inspection across a wide range of industries.
Within the attractions space, ASTM Committee F24 focuses specifically on amusement rides, devices, and attractions—covering everything from how they are built to how they are operated and maintained.
These standards apply more broadly than many farms expect. In agritourism, they can impact attractions such as:
Hayrides and wagon rides
Jump pads and inflatables
Slides, climbing features, and play structures
Zip lines, ropes courses, and adventure attractions
The panel will provide a high-level introduction to key standards such as ASTM F2291 (design of amusement rides and devices), along with how related standards address operation, maintenance, inspection, and overall safety expectations.
Avery Wheelock, Safety Inspector, will introduce what is coming, how these standards are beginning to show up in oversight and evaluation, and the must-do areas that are likely to impact nearly every farm with attractions.
This is a high-level session focused on awareness and understanding—giving operators clear insight into what applies to them, what changes are coming, and how to begin preparing now.
Join us for a candid, forward-looking discussion on what these standards mean for your operation—and how to get ahead of them before they start defining the industry for you.
Sunday Feb. 7th, 2027 | 1:45 p.m. – 4:00 p.m. | Salon A2
Gamify Your Farm With The Great Game of Business
Presented by John Kennedy
Build a workplace culture with the pillars of education, communication, and motivation through measurement, metrics and momentum.
John Kennedy has been presenting the concepts of the Great Game of Business for over 20 years and is pleased to introduce the NAFDMA membership to the successful strategies of open book management.
This comprehensive deep dive program will provide you with the ten steps necessary to create a culture of maximum ownership and employee engagement.
Take-Aways:
How to facilitate mini-games on your farm to drive seasonal employees to swing for the fence
Learn the concept of “gain-share” to create a mindset of ownership within your team
A master-checklist of steps to launch open-book management into your organization
Sunday Feb. 7th, 2027 | 1:45 p.m. – 4:00 p.m. | Abenaki
Flower Upick Event Panel
Presented by
Lyndsay Mercer –Wildroot Flower Co.
Marc-André Isabelle –La Belle De Coteau-Du-Lac
Shannon Allen –Bloom Hill Farm
In this interactive panel session, you’ll hear from three different sized farms who offer perspectives ranging from small U-pick operations to large agritourism farms.
We will cover the practical side of running a successful flower U-Pick event and discuss how farms can stay relevant by paying attention to changing industry trends and evolving customer expectations, while still protecting profitability.
We will cover the following topics:
Field Design & Production
Flower/plant options per season
Crop planning/rotation
Direct seeding vs transplants
Irrigation layout
Event Structure
Seasonal U-pick vs Large Events
Special events that boost revenue
Sunset U-Picks
Vendor markets or food trucks
Live music or date nights
Workshops paired with U-Pick
Extending the season
Late season crops
Shoulder season/gap month events
Ticketing/Pricing Models
Customer Flow & logistics
Parking
Check-In process
Pathways/spacing
Shade structures
Restrooms
Signage
Crowd Management
Lessons learned/Mistakes made/Things we’d do differently now
Sunday Feb. 7th, 2027 | 1:45 p.m. – 4:00 p.m. | Oneida/Penobscot
Farm Camp - Center Grove Orchard Style
Presented by Deanna Black
In this highly educational and interactive workshop, Deanna Black from Center Grove Orchards will delve deep into how they manage their Farm Camp operation.
From pre planning and registration to marketing and promotions, staffing, supplies and curriculum, you’ll receive an unparalleled understanding of the nuts and bolts of running a summer farm camp.
We’ll cover everything from revenue and expenses, ticketing, waivers and forms, staff training and lesson planning.
And YOU will get the opportunity to role-play as a “farm camp kid” as you take on the project of hosting your own farm camp.
This will be an immersive experience that will last with you a long time, so come prepared to learn, lean-in and engage.
Sunday Feb. 7th, 2027 | 1:45 p.m. – 4:00 p.m. | Schaghticoke
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.
Sunday Feb. 7th, 2027 | 1:45 p.m. – 4:00 p.m. | Nehantic/Pequot/Paugussett
Agritourism 2027 - Adapt or Die
Presented by Johnny Lyle, John Stanley, Charlie & Tessa Giffard
Agritourism needs to adapt or die in a changing world - and imitation is death.
Join John, Johnny, Tessa and Charlie as they illustrate what you can do to create “onlyness” within Agritourism's holy trinity of Food, Retail and Play.
In this session, our three panelists will share a wealth of ideas that you can implement in your own operations to improve your profitability, dwell time and feedback from guests.
Each of the three panelists have years of expertise in creating and operating unique, profitable and multi award-winning attractions and farm destinations.
Join us to learn how you can make your farm the only choice, by focusing on real food, authenticity in retail and immersive play for all.
Sunday Feb. 7th, 2027 | 1:45 p.m. – 4:00 p.m. | Salon A3
Claude - Your AI Advantage Interactive Workshop
Bring your laptops because this session is hands-on.
Presented by Rider Harris
Claude is the world's hottest AI tool. We will conduct a deep dive on it and cover features, prompts, and use cases tailored specifically to your pain points and bottlenecks.
You will walk away with an elite understanding of how to implement AI into your day-to-day to save time and boost the quality of your work.
Bring your laptops because this session is hands-on.
In this interactive session we will cover:
Claude Overview
Proper utilization
Prompt engineering & usage
Use case demonstrations
Features deep dive & demos
Interactive use case exercises
Expert advice on how to move forward
Sunday Feb. 7th, 2027 | 1:45 p.m. – 4:00 p.m. | Passamaquoddy/Brothertown
Farmer Copleys - From Farm Shop to Destination
Presented by Rob & Heather Copley, Dries Jansen
Join Robert and Heather Copley as they share the 25-year journey of transforming a small farm shop into one of the UK's leading agritourism destinations by continually creating new reasons for customers to visit.
Discover how strategic reinvestment, diversification, and a willingness to innovate turned a modest farm shop into a year-round destination—from expanding retail and hospitality to pioneering the UK's first Pumpkin Festival, developing one of the country's largest seasonal events attracting over 100,000 visitors, launching a Tulip Festival welcoming more than 60,000 guests, and introducing a Jam Kitchen and Dessert Parlour.
Along the way, you'll hear the lessons learned from every stage of growth, explore practical ideas for maximizing existing facilities, extending your seasons, and unlocking new revenue opportunities.
You will discover how working with Dries Jansen to harness business data has fundamentally changed the way they make decisions and plan for the future.
More than simply sharing their story, this session is designed to challenge attendees to look differently at their own businesses and leave with practical ideas they can adapt to create more reasons for customers to visit throughout the year.
