Positive. Business. Action.

Hugh McPherson and Guests
  • 5.0 (2)
  • BUSINESS

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.action

  1. How to Market Your Agritourism Event: Sell More Tickets & Build a Stronger Brand

    APR 23

    How to Market Your Agritourism Event: Sell More Tickets & Build a Stronger Brand

    Mastering Agritourism Event Marketing with Channing Muller How 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 campaigns 00:00 – 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 bio Great 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

    1h 18m
  2. Stop Underpricing: How to Charge More and Grow Your Agritourism Business

    APR 15

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

    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 pricing00:24 – Maureen’s background in agriculture and marketing01:14 – Consumer perception and pricing strategy01:40 – Agritourism’s role in farm business03:03 – Revenue insights and financial breakdowns07:50 – Financial discipline and saying no11:11 – Premium offerings and anchoring13:38 – Trial-and-error pricing strategies15:15 – Bundling and pricing tactics for small farms17:08 – Premiumization and high-end experiences18:36 – Learning from other industries22:30 – Branding, novelty, and collectibles30:40 – Decoy pricing in action32:59 – Social media-driven food and experiences37:37 – Focus and brand mastery41:45 – High-ticket experiences44:24 – Testing and piloting ideas50:08 – Timing, anticipation, and memory51:39 – Increasing engagement and spending55:15 – When to pivot or double down58:55 – Spilled Salt60:00 – 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

    1h 3m
  3. Are You Properly Covered? Agritourism Insurance & Risk Management Explained

    APR 6

    Are You Properly Covered? Agritourism Insurance & Risk Management Explained

    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 management02:06 – Key risks when opening farms to the public03:37 – Farm liability vs. general liability04:13 – Overview of essential policies06:10 – Scaling attractions and insurance impact07:38 – Application tips and working with agents08:59 – Preparing for audits and projections10:33 – Signage requirements and updates11:26 – Inherent risk protections12:56 – Incident response: what to do (and avoid)14:00 – Guest safety and reporting protocols17:44 – Managing attractive nuisances19:41 – Real-world claims examples23:27 – Documentation and handling incidents25:19 – De-escalation and liability prevention27:56 – Claims development over time29:47 – Insurance market cycles34:49 – Industry trends and challenges37:49 – Business structures and coverage gaps41:13 – Landowner vs. operator liability43:14 – Vendor and subcontractor risks45:51 – Certificates of insurance explained47:57 – Growth and evolving coverage needs49:16 – Umbrella insurance simplified53:50 – 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

    57 min
  4. How to Build a Strong Company Culture and Grow Through Crisis

    MAR 26

    How to Build a Strong Company Culture and Grow Through Crisis

    Building Culture, Innovating Through Crisis, and Growing with Purpose | Ticket Spice What does it take to turn a family business into a thriving tech company—while building a culture people actually love being part of? In this episode, Eric Knopf and Shadi Hayek from TicketSpice share how they transformed their business through resilience, innovation, and a deep commitment to culture. From navigating the uncertainty of COVID-19 to developing new products and strengthening their team, they reveal how intentional leadership and bold experimentation helped them not only survive—but grow stronger. You’ll also learn how focusing on people, customer experience, and continuous improvement can unlock new opportunities in the evolving experiential event industry. • The origin story of TicketSpice and the meaning behind the brand• How COVID-19 forced innovation and accelerated product development• Building and scaling a positive, resilient company culture• Why hiring for character and consistency matters most• Practical ways to retain talent and create a strong team environment• Trends shaping the experiential event and tech industries• Leveraging personalization and real-time engagement to increase revenue• The top ways to capture more revenue and reduce missed opportunities• Creating a family-like culture in a growing tech company• Why bold experimentation (even imperfect) drives long-term success 00:00 – Welcome & introduction02:06 – Eric’s background and early insights into web-based software04:26 – The genesis of TicketSpice06:15 – Evolution into specialized event platforms09:11 – Branding and the origin of “TicketSpice”12:17 – COVID-19 impact and crisis response13:12 – Lessons learned from the pandemic16:00 – Pivoting to virtual and hybrid event solutions17:29 – Building a resilient team culture24:23 – Maintaining culture during growth25:00 – Creating a team that genuinely cares28:28 – Hiring for character and community32:32 – Talent acquisition strategies35:17 – Encouraging recognition and positivity37:11 – Leadership, trust, and transparency42:26 – Trends in experiential events50:31 – Data, automation, and personalization54:53 – Maximizing revenue opportunities56:48 – Upselling and enhancing experiences58:29 – Post-event engagement strategies59:49 – Rapid-fire questions61:27 – Embracing experimentation63:00 – Closing thoughts Find more information about the services TicketSpice provides here:https://bit.ly/TicketSpiceFind all episodes, resources, and platforms here:Positive Business Action Linktree: https://linktr.ee/positive.business.action Great businesses aren’t built by accident—they’re built through intentional culture, adaptability, and innovation. #BusinessGrowth #CompanyCulture #Leadership #Entrepreneurship #CustomerExperience #TechStartup #SmallBusiness #EventIndustry #Innovation #TeamBuilding

    1h 5m
  5. How to Turn Your Attraction Into a Must-Visit Experience

    MAR 23

    How to Turn Your Attraction Into a Must-Visit Experience

    Elevating Agritourism Through Experience, Food, and Innovation with Randy White What does it take to stand out in today’s agritourism and family entertainment industry? In this episode, we sit down with Randy White of White Hutchinson Leisure and Learning Group to explore how attractions can evolve beyond traditional offerings into immersive, high-value experiences that attract and retain modern audiences. From the rise of adult-focused attractions to the growing importance of premium food, storytelling, and experiential design, Randy shares practical insights on how to increase profitability while delivering unforgettable guest experiences. Whether you're running a farm, attraction, or entertainment venue, this episode is packed with actionable strategies to help you differentiate your business and stay ahead of industry trends. • The evolution from petting zoos to multi-faceted entertainment experiences• How demographic shifts are opening opportunities with adult audiences• Creating transformative experiences that leave lasting impressions• Upgrading food, beverage, and retail for higher profitability• Leveraging social media, AI, and website strategy for marketing• Increasing perceived value through premium offerings and theming• Safety, layout, and design considerations for better guest flow• Future trends including pop-up art, elevated flavors, and innovative events• Pricing, packaging, and signature items as key differentiators• Building a premium mindset at every point of sale 00:00 – Introduction to Randy White and his journey02:04 – Industry evolution and differentiation03:08 – Demographic shifts and adult-focused experiences04:25 – Balancing tradition with innovation05:15 – Untapped adult markets and experiential learning06:07 – Alcohol integration in family-friendly environments07:09 – Examples like Dave & Buster's08:02 – Food quality and global flavor trends09:46 – The stages of experience (inspired by The Experience Economy)10:43 – Educational and sensory layering12:04 – Storytelling through food and theming13:41 – Profitability of classes and workshops15:17 – Elevating food beyond basics17:41 – Fusion foods and creative flavors18:44 – Signature products and branding20:18 – Trend-driven food and drink concepts23:20 – Pricing strategies and premium positioning28:46 – Combating “cocooning” with social experiences31:55 – Interactive environments and engagement36:20 – Themed festivals and limited-time offers37:58 – Future trends and innovation • White Hutchinson Leisure and Learning Group Find all episodes, resources, and platforms here:Positive Business Action Linktree: https://linktr.ee/positive.business.actionNewsletter Signup Randy’s Website / Resources: https://www.whitehutchinson.com/subscribe/lenews/Success in today’s agritourism industry isn’t just about offering activities—it’s about creating memorable, premium, and shareable experiences. #Agritourism #BusinessGrowth #CustomerExperience #Entrepreneurship #SmallBusiness #MarketingStrategy #FoodTrends #ExperienceDesign #FamilyEntertainment #AttractionsIndustry

    49 min
  6. How a Family Business Scaled to 32 Countries

    MAR 18

    How a Family Business Scaled to 32 Countries

    Building a Global Agritourism Business with Justin Woodruff | Sandy Creek Mining What does it take to grow a family-run agritourism business into a global operation spanning 32 countries? In this episode, Justin Woodruff of Sandy Creek Mining Company shares how their family-built business has evolved over three decades through innovation, strategic placement, and a relentless focus on quality and guest experience. From sourcing gemstones around the world to designing custom mining equipment, Justin breaks down how systems, relationships, and product development have helped scale their operation internationally—while staying rooted in family values. You’ll also gain insight into the behind-the-scenes challenges of manufacturing, logistics, and supply chains, along with practical strategies for building a memorable agritourism experience that keeps customers coming back. • The origin story and evolution of Sandy Creek Mining• How location placement impacts engagement and sales• Sourcing and blending gemstones from around the world• Designing and installing custom mining equipment• The importance of staff training and guest experience• Expanding product lines—from raw dirt to themed gemstone bags• Scaling production with automation and global logistics• Building supplier relationships across countries like Madagascar, Norway, and China• Managing quality control and product consistency• Navigating freight, tariffs, and supply chain challenges• New product ideas and innovations for agritourism attractions 00:00 – Introduction to Sandy Creek Mining and family legacy00:52 – The history and development of the original mine since 200201:52 – Innovations in equipment design and longevity02:34 – Connecting caves and agritourism communities03:22 – Sourcing dirt and gemstones from around the world04:21 – Machinery and mineral handling processes05:37 – What makes a successful agritourism activity06:24 – Site placement tips for maximizing engagement07:23 – Scaling custom equipment across locations08:29 – Location strategies near points of sale09:18 – Popular product lines and new mineral bags09:53 – Retail margins and pricing strategies10:17 – Timing the introduction of gemstone mining11:14 – International installations: Norway, China, Germany, Japan12:25 – Family involvement and succession13:01 – Family business vs. farming mindset14:14 – Product development and long-term sourcing15:23 – Sourcing from Madagascar and global partners16:19 – Crystals and alternative uses17:39 – Sorting and packaging gemstones19:14 – Inventory and facility operations20:43 – Have they found a diamond? Not yet!21:36 – Kids’ rock shops and early education22:35 – Family involvement across generations23:21 – Efficiency and process optimization24:18 – Freight, tariffs, and supply chain risks26:01 – Major manufacturing and shipping challenges27:23 – Heavy logistics and freight scale28:26 – What makes agritourism successful29:02 – Marketing, staffing, and guest experience31:54 – Product displays and merchandising32:44 – Global sourcing relationships33:06 – Creative product ideas like region-specific bags33:48 – Closing thoughts and family insights • Sandy Creek Mining Company• Supply Chain and Shipping Tips Find all episode links, resources, and social media here:Linktree: https://linktr.ee/positive.business.action #Agritourism #FamilyBusiness #BusinessGrowth #Entrepreneurship #SmallBusiness #CustomerExperience #Operations #SupplyChain #Manufacturing #TourismBusiness

    36 min
  7. Turning Employees Into Your Most Powerful Sales Team

    MAR 13

    Turning Employees Into Your Most Powerful Sales Team

    What if your employees were your most powerful sales team—without ever sounding salesy? Great customer experiences rarely happen by accident. They happen through intentional training, clear systems, and empowered employees. In this episode, we explore how investing in employee training, scripting, and structured business processes can dramatically improve customer experience while increasing sales and repeat business. Instead of relying solely on advertising, businesses can unlock growth by equipping their staff to become confident ambassadors for the brand. You'll learn how documented processes, clear expectations, and a culture of recognition help transform everyday customer interactions into memorable experiences that drive long-term loyalty. Whether you manage a small team or a large organization, this episode offers practical strategies for creating a customer-focused culture that improves service, reputation, and revenue. • Why employee training often delivers a better return than advertising• How scripts create consistent and natural customer conversations• Turning employees into confident product promoters• Why documenting systems prevents costly misunderstandings• The power of positive reinforcement and recognition• Using internal communication to keep teams aligned• Building a “secret salesforce” inside your business• Small steps that lead to significant long-term growth 00:00 – Welcome and overview of upcoming interviews and projects02:54 – Turning employees into salespeople without being pushy06:09 – Why pushy sales tactics fail07:42 – Revealing benefits to customers naturally09:21 – Using scripts without sounding robotic10:36 – Training younger or timid staff members12:18 – Catching employees doing things right14:06 – Job descriptions and checklists for consistency16:37 – Training staff to promote products effectively17:04 – Training as an investment, not an expense19:16 – How great service increases customer lifetime value21:35 – When scripts start sounding natural25:29 – Internal newsletters and visual communication28:07 – Updating scripts over time30:30 – Justifying training with customer lifetime value34:05 – Starting small and building service standards37:41 – Learning from top-performing employees39:16 – Creating your “secret salesforce” Customers Coming Out of Your Ears by Hugh McPherson Find all episode links, resources, and social media here:Linktree: https://linktr.ee/positive.business.action #SmallBusiness #BusinessGrowth #CustomerExperience #EmployeeTraining #Leadership #CustomerService #Entrepreneurship #BusinessStrategy #TeamLeadership #MarketingStrategy

    42 min
  8. Keep More of Your Money: The Tax Strategy Most Business Owners Miss

    FEB 28

    Keep More of Your Money: The Tax Strategy Most Business Owners Miss

    In this episode, Hugh McPherson sits down with Chris Roehm, a seasoned financial strategist specializing in retirement planning for small business owners and self-employed professionals. Chris has helped hundreds of entrepreneurs, farmers, and agritourism businesses maximize retirement savings, reduce tax liabilities, and create long-term wealth strategies tailored to their unique business structures. Together, they explore cash balance retirement plans—a powerful, often overlooked tool that allows business owners to save aggressively for retirement while minimizing taxes. You’ll learn how these plans differ from traditional retirement accounts, how to structure them to match your profits, and practical steps to implement them with your CPA and financial advisors. What you’ll discover in this episode: How cash balance plans work and why they can outperform traditional 401(k)s Why profitability and paying yourself a reasonable salary are key Tax savings opportunities and financial aid strategies for families Flexible plan design options tailored to your business Eligibility, contribution limits, and year-end planning considerations How to coordinate with CPAs, attorneys, and financial advisors Real-life examples of business owners saving hundreds of thousands ⏱Timestamps:00:00 – Introduction: Why farmers and small business owners overlook retirement planning02:10 – Chris Ream’s background and expertise in retirement strategies03:16 – The link between profitability and retirement savings04:03 – Using cash balance plans in financial aid planning05:17 – Example: $385,000 saved in college aid06:41 – Tax savings and income phase-outs affecting college aid07:51 – History and evolution of cash balance plans09:27 – Structuring plans for self-employed and small business owners10:04 – Origins and benefits of cash balance plans11:42 – Contribution limits and setup considerations13:37 – Why these plans are rarely discussed15:36 – How recent laws increased popularity17:02 – Funding strategies and long-term growth potential19:11 – Diversification and risk mitigation20:38 – Planning for taxes and future income brackets22:24 – Incorporating plans into estate and business succession23:57 – Risks entrepreneurs face and how these plans provide safety25:11 – Importance of early involvement with tax and legal advisors28:27 – Evaluating if a cash balance plan is right for you31:50 – Timing setup before tax deadlines33:47 – Entity types eligible for cash balance plans36:05 – Importance of reasonable salary for deductions39:28 – Preparing for implementation over the next few years45:04 – Age flexibility and planning options48:52 – Planning for different future tax brackets50:38 – Aligning retirement strategy with business growth52:23 – Final thoughts and actionable next steps Want to connect with Chris or see if a plan fits your business?Chris works with small business owners, farmers, and entrepreneurs to design customized retirement and tax strategies. Many business owners start with a short, no-obligation consultation to determine if a cash balance plan aligns with their goals. 👉 Try our FREE survey https://besureassessment.com - then book a 5min call with Chris directly at https://calendly.com/chrisroehm Explore more episodes, tools, and resources:👉 https://linktr.ee/positive.business.action #SmallBusinessFinance #RetirementPlanning #CashBalancePlans #TaxSavings #FinancialPlanning #BusinessOwners #FarmersFinance #WealthBuilding #EntrepreneurTips #BusinessGrowth #TaxStrategy #PersonalFinance #FinancialFreedom #BusinessPodcast #PositiveBusinessAction

    54 min
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Ratings & Reviews

5
out of 5
2 Ratings

About

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.action

Information

  • Creator
    Hugh McPherson and Guests
  • Years Active
    2K
  • Episodes
    17
  • Rating
    Clean
  • Copyright
    © Hugh McPherson and Guests
  • Show Website
    Positive. Business. Action.

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