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Positive. Business. Action.

Positive. Business. Action.

By: Hugh McPherson and Guests
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Summary

 This is where agritourism meets real-world action. Hosted by Hugh McPherson, a longtime leader in the agritourism and attractions space, this podcast dives into the stories behind family farms, campgrounds, fall festivals, and entertainment businesses. Hugh shares honest conversations, practical ideas, and lessons learned from over 30 years in the industry—along with interviews with people who are out there making it happen. It’s positive, lighthearted, and packed with takeaways you can actually use. You’ll feel right at home here. Join us! https://linktr.ee/positive.business.actionHugh McPherson and Guests Economics
Episodes
  • How to Market Your Agritourism Event: Sell More Tickets & Build a Stronger Brand

    How to Market Your Agritourism Event: Sell More Tickets & Build a Stronger Brand
    Apr 23 2026
    Mastering Agritourism Event Marketing with Channing MullerHow do you turn a farm event into an experience people can’t stop talking about—and can’t wait to come back to?In this episode, Channing Muller shares proven strategies for elevating your farm, festival, or agritourism business through smarter marketing, stronger branding, and unforgettable guest experiences. From creating pre-event buzz to maximizing post-event engagement, this conversation is packed with practical tactics you can apply immediately.If you want to attract more visitors, improve conversions, and create a consistent brand people remember, this episode is for you.• How to create compelling event content that drives attendance• Why cohesive branding matters across multiple events and platforms• Using landing pages, email segmentation, and referral programs effectively• How signage should guide—not overwhelm—your guests• Building anticipation with FOMO and social proof• The connection between strong marketing and higher profitability• How to create content pillars that keep your audience engaged year-round• Using tools like Canva and OpenAI’s ChatGPT to simplify content creation• The biggest mistakes businesses make with logos, signs, and email campaigns00:00 – Introduction to Channing Muller and her expertise00:50 – How journalism shaped her marketing approach02:05 – Matching digital storytelling with onsite experiences03:26 – Building anticipation and leveraging FOMO04:52 – Why showcasing event highlights matters06:11 – Planning engagement before the event begins07:42 – Content delivery through photos, videos, and social proof09:16 – Why capturing content during events is critical10:17 – Shortcut strategies for better festival marketing11:19 – Connecting marketing efforts directly to profitability12:02 – Leads vs. potential attendees13:00 – Segmenting audiences for better messaging15:04 – Avoiding the “blast everyone” email mistake16:42 – Personalization and voice in email campaigns19:07 – Using Canva Magic Resize + AI support20:44 – Why custom landing pages outperform generic ones23:00 – Writing email subject lines that get clicks25:22 – Teaser images and click-to-reveal tactics27:29 – Fun, engaging promotions that drive attention28:52 – Referral programs and share incentives34:37 – Unifying diverse event branding37:25 – Building content pillars for long-term consistency41:07 – The “nugget theory” of signage44:12 – Ethical and practical use of AI tools49:37 – Maintaining brand consistency52:24 – Smart logo placement and subtle branding55:37 – Why less branding is often better branding58:39 – Encouraging organic social sharing59:23 – Creating content between events64:44 – The single most important landing page element66:33 – Evaluating ad spend and ROI69:02 – Building one strong brand across multiple events73:48 – Capturing content for future marketing75:28 – Channing’s “Productivity in Pockets” guide• TicketSpice for registration and referrals• Channing’s Website:https://dcmcommunications.com• Productivity in Pockets Guide: https://dcmcommunications.com/productivity-in-pockets-agritourism-edition/Find Channing on social media!https://www.instagram.com/dcmcommunications/https://www.linkedin.com/in/channingmuller/🎧 Listen to other episodes and explore more resources here:Positive Business Action: https://linktr.ee/positive.business.action Link in bioGreat marketing isn’t about doing more—it’s about creating the right message, for the right people, at the right time.From stronger branding to smarter event promotion, mastering these strategies can transform your agritourism business from “just another event” into an unforgettable destination.#Agritourism #EventMarketing #FarmMarketing #BusinessGrowth #MarketingStrategy #CustomerExperience #Branding #Entrepreneurship #FestivalMarketing #SmallBusiness
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    1 hr and 18 mins
  • Stop Underpricing: How to Charge More and Grow Your Agritourism Business

    Stop Underpricing: How to Charge More and Grow Your Agritourism Business
    Apr 15 2026

    Unlocking Pricing Strategies in Agritourism with Maureen Ballatori

    What if the biggest opportunity in your agritourism business isn’t more visitors—but how you price your experience?

    In this episode, Maureen Ballatori, CEO of Agency29, breaks down the psychology behind pricing and how farms and attractions can increase revenue, stand out, and create unforgettable guest experiences.

    From premium pricing to decoy strategies and brand differentiation, this conversation is packed with practical, real-world insights you can apply immediately—whether you’re a small farm or a growing attraction.


    • The psychology behind how customers perceive pricing
    • How to confidently implement premium pricing and anchoring
    • Using decoy pricing to influence purchasing decisions
    • Why premiumization is key to standing out in agritourism
    • How to test new ideas without taking on major risk
    • Real-world pricing strategies from farms and entertainment venues
    • Common pricing mistakes and mindset shifts to avoid
    • How branding and experience design impact revenue
    • Creating memorable moments that increase customer spend and loyalty


    Timestamps:

    00:00 – Introduction: psychology of pricing
    00:24 – Maureen’s background in agriculture and marketing
    01:14 – Consumer perception and pricing strategy
    01:40 – Agritourism’s role in farm business
    03:03 – Revenue insights and financial breakdowns
    07:50 – Financial discipline and saying no
    11:11 – Premium offerings and anchoring
    13:38 – Trial-and-error pricing strategies
    15:15 – Bundling and pricing tactics for small farms
    17:08 – Premiumization and high-end experiences
    18:36 – Learning from other industries
    22:30 – Branding, novelty, and collectibles
    30:40 – Decoy pricing in action
    32:59 – Social media-driven food and experiences
    37:37 – Focus and brand mastery
    41:45 – High-ticket experiences
    44:24 – Testing and piloting ideas
    50:08 – Timing, anticipation, and memory
    51:39 – Increasing engagement and spending
    55:15 – When to pivot or double down
    58:55 – Spilled Salt
    60:00 – Creative branding and closing thoughts


    To learn more from Maureen Ballatori, visit:

    • Agency29 - https://agency29.com/
    • Maureen Ballatori Linkedin: https://www.linkedin.com/in/maureenballatori

    Tune in to Maureen's podcast Spilled Salt! Available on your favorite podcast platform!• Spilled Salt

    🎧 Find all episodes, resources, and platforms here:
    Positive Business Action Linktree: https://linktr.ee/positive.business.action


    Pricing isn’t just about numbers—it’s about perception, experience, and value. When done right, it becomes one of the most powerful tools to grow your business and stand out in a crowded market.


    #Agritourism #PricingStrategy #BusinessGrowth #Entrepreneurship #MarketingStrategy #CustomerExperience #SmallBusiness #Branding #FarmBusiness #RevenueGrowth
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    1 hr and 3 mins
  • Are You Properly Covered? Agritourism Insurance & Risk Management Explained

    Are You Properly Covered? Agritourism Insurance & Risk Management Explained
    Apr 6 2026

    What’s the biggest risk in agritourism—and are you actually covered for it?

    In this episode, we sit down with Kim Ayers from Risk Services Levitt to break down the essential role of insurance and risk management in protecting your farm, your guests, and your business.

    From liability coverage to signage, vendor risks, and real-world claims, this conversation clears up common misconceptions and gives you practical strategies to reduce risk, stay compliant, and operate with confidence.

    Whether you're running a corn maze, pumpkin patch, or full-scale agritourism attraction, this episode is a must-listen for safeguarding your operation and planning for growth.


    • The essential insurance coverage for agritourism operations
    • Differences between farm liability, general liability, and umbrella policies
    • How attractions like corn mazes, jump pads, and inflatables impact coverage
    • The importance of proper signage and inherent risk notices
    • Best practices for handling incidents, documentation, and claims
    • How business structures (LLCs, corporations) affect liability exposure
    • Managing risks with third-party vendors like food trucks and rentals
    • Choosing the right insurance carrier as your business grows
    • Avoiding coverage gaps with strong contracts and risk planning


    00:00 – Introduction to agritourism risk management
    02:06 – Key risks when opening farms to the public
    03:37 – Farm liability vs. general liability
    04:13 – Overview of essential policies
    06:10 – Scaling attractions and insurance impact
    07:38 – Application tips and working with agents
    08:59 – Preparing for audits and projections
    10:33 – Signage requirements and updates
    11:26 – Inherent risk protections
    12:56 – Incident response: what to do (and avoid)
    14:00 – Guest safety and reporting protocols
    17:44 – Managing attractive nuisances
    19:41 – Real-world claims examples
    23:27 – Documentation and handling incidents
    25:19 – De-escalation and liability prevention
    27:56 – Claims development over time
    29:47 – Insurance market cycles
    34:49 – Industry trends and challenges
    37:49 – Business structures and coverage gaps
    41:13 – Landowner vs. operator liability
    43:14 – Vendor and subcontractor risks
    45:51 – Certificates of insurance explained
    47:57 – Growth and evolving coverage needs
    49:16 – Umbrella insurance simplified
    53:50 – Industry outlook and opportunities


    Any questions? Get in contact with Kim Ayers!

    https://www.leavitt.com/louisiana/staff/kim-ayers?r=search?p=staff


    • Risk Services Levitt
    • Understanding Umbrella Liability Insurance
    • Inherent Risk Signage (Sample State Guidelines)


    Find all episodes, resources, and platforms here:
    Positive Business Action Linktree: https://linktr.ee/positive.business.action

    Link in bio


    Effective agritourism operations aren’t just about creating great experiences—they’re about managing risk proactively so you can grow with confidence and protect what you’ve built.


    #Agritourism #RiskManagement #Insurance #SmallBusiness #FarmBusiness #Liability #Entrepreneurship #BusinessGrowth #SafetyFirst #Operations
    Show More Show Less
    57 mins
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