Marketing Your Farm Through Farm Stays, Events, and Trainings
Howling Wolf Farm co-owners, Jenn Colby (l) and Chris Sargent (r). Photo by Ramsey Papp.
Howling Wolf Farm is a diversified small farm in Randolph, Vermont that attracts local, state, national, and international customers. Situated on 88 steep, hilly acres, the farm is only ten minutes from the Interstate and offers incredible views.
Co-owner Jenn Colby raises grass-fed sheep, hosts farm stays, and offers consulting and training for farmers who want to get into agritourism. She uses a variety of marketing strategies–including the farm stays, events, and trainings–to reach a diverse range of customers.
Yurts and Glamping
The yurt and the tentrr sites.
Howling Wolf offers two types of farm stays: a “glamping” yurt that rents out on Airbnb and a tentrr.com “Signature” campsite.
Thanks, in part, to being listed on these farm stay booking sites, these listing sites, the yurt had a 77% occupancy rate in 2021 (its first year). The tentrr averaged about 10% occupancy in its first year (2022).
“I market a few different ways, including my website, email list, the booking platforms, social media, and local word-of-mouth,” Jenn says.
“We use the on-farm events to open the farm to the guests who are interested.
BBQs and the Arts Bus
Howling Wolf offers its own events during warmer months, such as concerts and a five-course barbecue dinner.
While she enjoys creating her own events, “I try to jump on someone else’s promotion whenever possible,” Jenn says. It’s always easier to attract visitors when someone else is co-marketing. She partners with like-minded businesses and organization that have already have their own following.
For example, Howling Wolf hosts an on-farm event with a local arts nonprofit called The Arts Bus as part of Vermont’s Open Farm Week. When people register for the free event on Eventbrite and opt in for email, Jenn adds them to her email list for future marketing.
The Arts Bus. Photo by Genny Albert.
While these events primarily attract local and in-state customers, they also bring in visitors from afar.
A farmer podcast and workshops
A former technical assistance provider for farmers and ranchers, Jenn hosts a podcast titled Choosing to Farm: New Generation Stories. She also teaches an online Five-Star Farmstays course for farmers who want to grow their agritourism income.
While not intentional, there is some synergy between the Podcast and the farm stay. “Some of the folks who stay in our Yurt heard about us through the podcast. Some of them want to be farmers and others just enjoy hearing the farmer stories.”
That synergy also carries through to her farm products. Jenn sells her pork, mutton, and lamb at the farm and through a small on-line store.
Use your time to achieve your goals
Jenn spends many hours on social media, podcasting, and creating connections, but tries to use her time wisely.
“I have to be strategic about where I put my energy,” Jenn says. “When you’re juggling so many activities, they have to be moving you toward your goals.”