Initiative 1, Priority 3

High Impact Report

Naturally EscaRosa

Program Description

Naturally EscaRosa is a program dedicated to the development and promotion of agritourism and ecotourism in Escambia and Santa Rosa counties. The program seeks to encourage locals and visitors to get off the beaten path and discover the incredible local farms, trails, and water ways in the two-county area. The project increases the number of visitors to local ecotourism and agritourism businesses, increases local and out-of area awareness of existing businesses, improves relationships between the hospitality industry and operators of agritourism or ecotourism businesses, and increases professional development opportunities for agritourism and ecotourism businesses.

Why the program is important?

Following the 2010 Deepwater Horizon Oil Spill in the Gulf of Mexico many coastal communities suffered an economic downturn due to a drop in tourism. Soon after the oil spill, potential visitors to the Gulf Coast reported cancellations and a change of plans. In addition, potential visitors perceived that inland activities such as hiking, kayaking, and farm tours were discontinued due to the oil spill. Thus, many small businesses suffered decreased profits and some were forced to close. The Naturally EscaRosa project is important because it has helped to revitalize tourism in Escambia and Santa Rosa Counties by promoting tourism opportunities in the area, providing professional development resources to small business operators, and by connecting visitors to opportunities to make memories while experiencing and learning about Florida’s agriculture and natural resource environments.

What was done to address the issues?

To develop and promote agritourism and ecotourism in Escambia and Santa Rosa counties following the Gulf Oil Spill a website and mobile app was developed to provide information about agritourism and ecotourism opportunities throughout both counties ( Additionally, promotion of agritourism and ecotourism was completed at community events, and through promotional banners, billboards, materials, and metal signs for each agritourism/ecotourism business participating in the program. Professional development conferences have also been held for current or potential agritourism or ecotourism owners.

What was the impact of the program (i.e. “so what?” "who cares?”)

In 2010, the Deepwater Horizon Oil Spill not only caused environmental damage to coastal communities, but also greatly impacted tourism resulting in losses of economic revenue and the loss of small businesses. Escambia and Santa Rosa counties were two of Florida’s coastal counties greatly impacted by the oil spill. Backed by state specialists, extension agents in Escambia and Santa Rosa counties developed a program to revitalize tourism in their counties by promoting agritourism and ecotourism, while also providing small business owners with professional development to help their businesses thrive. These efforts have positively impacted agritourism and ecotourism operators, the communities within Escambia and Santa Rosa counties, residents and visitors to the area, and the hospitality industry.

Evaluation data/Impact Numbers

Website and Mobile App

  • The number of agritourism/ecotourism locations featured on the website has increased from 48 in 2013, to 101 in 2014.

Community Events and Promotions

  • Naturally EscaRosa has been promoted at the Pensacola Airport through a mural, two back lit dioramas, three digital monitor displays, and a brochure distribution center. 187,500 travelers visit the Pensacola airportmonthly.
  • A Naturally EscaRosa booth was set up at two Pensacola Blue Wahoos games. The Pensacola Blue Wahoos are the Double-A affiliate of the Cincinnati Reds.At each game Extension agents spoke to an estimated 250 people and passed out promotional items and brochures to the 1500 fans in attendance.
  • A Naturally EscaRosa booth was set up at the Pensacola Seafood Festival. Extension agents spoke to an estimated 850 people and passed out promotional items and brochures to those attending the festival.
  • Eight Billboardsof four different designs were displayed in the Escambia and Santa Rosa area. The billboards promoted Naturally EscaRosa and were changed seasonally to highlight tourism activities appropriate for the season.
  • Indoor billboards, in bathroom stalls, were displayed in 30 different locations in the Escambia and Santa Rosa area. Six different designs were used.The indoor billboards promoted Naturally EscaRosa and were changed seasonally to highlight tourism activities appropriate for the season.
  • 102 metal signs promoting the Naturally EscaRosa programare being distributed to all agritourism/ecotourism locations featured on the website. The locations will display the sign to promote the program and show visitors that they are part of the program.

Agritourism/Ecotourism Conference for Operators

  • As a result of the conference, attendees increased their knowledge of
  • Agritourism (B: 29%, A: 84%, increase of 55%)
  • Ecotourism (B: 31%, A: 80%, increase of 49%)
  • Developing a campaign to sell products (B: 22%, A: 78%, increase of 56%)
  • How to target customers using media strategies (B: 29%, A: 73%, increase of 44%)
  • Insurance needed for agritourism/ecotourism businesses (B: 12%, A: 55%, increase of 43%)
  • Human resources policies (B: 31%, A: 65%, increase of 34%)
  • At the completion of the conference, attendees intended to
  • Use the knowledge gained in their business (92%)
  • Share their knowledge gained with others (94%)
  • Tell others about their experience at the conference (96%)
  • Seek further information from Extension about agritourism/ecotourism (80%)
  • Encourage others to contact Extension for agritourism/ecotourism information (98%)
  • Success stories/behavior changes from follow up evaluation
  • An agricultural seed salesman attended the agritourism/ecotourism conference hoping to gain knowledge about agritourism that could be helpful to his clientele, who have small farming operations. Particularly he wanted to gain information to share with his clientele about the laws associated with agritourism. Now, as a result of the conference, when meeting with a small farmer the seed salesman often brings up the possibilities of starting an agritourism operation.
  • A current agritourism operator attended the agritourism/ecotourism conference to improve his agritourism business. Since the conference the operator has regularly displayed the agritourism sign at his operation consistent with the Florida agritourism law. “I think the conference last year was really helpful as far as the legal aspects and libailities, which I was unsure about,” said the agritourism operator. “I now have my sign up so people know that this is an agritourism operation and that I don’t have any liability if anything were to happen.” The operator also indicated improvements in the marketing of his agritourism business, as a result of the conference, that has continued to help make his operation a success. The operator attended the agritourism conference because of his relationship with UF/IFAS Extension and has continued to seek expertise from his local Extension agents to keep his operation running smoothly.
  • A current agritourism/ecotourism operator who attended the agritourism/ecotourism conference benefited in the areas of advertising and messaging as a result of the conference. The operator has seen benefits to her operation as a result of taking what she learned at the conference to advertise to the correct audience and get the message about her operation across. Specifically, the operator has adopted a communication timeline presented by one of the speakers to know when and where to promote information about her operation to the audiences she wants to reach. The conference encouraged the agritourism operator to take a proactive approach to communication and as a result her agritourism operation has benefited from increased revenue and attendance.
  • A potential ecotourism operator attended the agritourism/ecotourism conference to learn about the possibilities of starting an ecotourism business to protect, research, and view the native and unique Florida Scrub Jay. Attending the conference gave the potential operator the opportunity to build relationships with UF/IFAS Extension and utilize their resources as he continues to pursue his business. “I took advantage of Mr. Myers and Dr. Stein, who came down and gave me some advice and looked at what I was doing and what I am trying to do,” said the conference participant. The conference and continuing partnership with UF/IFAS is allowing this potential operator to work toward achieving his goal to “glorify and praise Scrub Jays” and “allow people from all over the world to come and see scrub jays” through his ecotourism business. The conference has helped the potential operator develop networks and collaborations, as well as work through the necessary resources need to make his potential business feasible.
  • A current ecotourism operator who attended the agritourism/ecotourism conference changed several marketing practices based on what she learned at the conference. She liked that the conference allowed her to take bits and pieces of the information and apply them to her operation. A challenge that the operator faced before the conference was identifying other ecotourism businesses to collaborate with and learn from. “I learned about the app and how to find other ecotourism businesses,” said the ecotourism operator. She also shared her knowledge of the app with others. Since the conference UF/IFAS Extension has continued to answer questions for the operator and help guide the success of her ecotourism business. This ecotourism operator hopes that UF/IFAS Extension offers another agritourism/ecotourism conference in the future.
  • A professor and Master Naturalist, who teaches courses in hospitality and restaurant management, from a local college in the Escambia/Santa Rosa county area attended the conference for professional development. The professor’s background and education was rooted primarily in ecotourism and the conference allowed her to learn more about agritourism and how to incorporate information and knowledge about agritourism and the challenges that agritourism operations face into her courses. The professor specifically had expanded upon Farm to Table principles in her classes after attending the conference. Additionally, the professor has plans to develop an agritourism/ecotourism video, based on the information from the conference, to use as a teaching tool in her online courses. The Professor expressed interest in attending and participating in another agritourism/ecotourism conference.
  • An agritourism operator attending the agritourism/ecotourism conference has enjoyed sharing information and knowledge she gained at the conference with other hobby farmers and others interested in for profit businesses related to agritourism/ecotourism. In addition, this agritourism operator has bought and displayed an agritourism sign at her operation, since being informed of the Florida agritourism law at the conference. The conference prompted her operation to partake in more long term planning to ensure that their operation continues to thrive in the future.