- 100,000 Visitors in Just 40 Days
- Short season pays off
for California farm marketer
- By Greg Brown
Associate Editor
- Do what you do well.
That might be one of the keys of success for Bishop’s Pumpkin Farm in Wheatland, Calif. Bill and Sandy Bishop started the farm-marketing venture in 1973. Since Bill and Sandy created the venture, it has grown from very humble beginnings to what is currently a destination for 100,000 visitors every fall from northern California and Nevada.
Despite the name, their son Wayne Bishop says only 20% of the operation’s income is derived from the actual pumpkin sales. Today the operation focuses on what have been reliable business centers for them: pumpkins and the attractions.
The market successfully focuses its efforts on the fall season. Bishop said that there are not too many farm marketers who’ve focused on just one season. The operation decided recently to give up the Christmas season, but that is not as significant as the fact that they are not open in the spring or summer months, he said.
But the operation focuses on what it does well.
“We actually tried sweet corn and couldn’t make any money at it,” said Bishop. Trying the crop that has worked for so many other farm markets, the operation discovered something that has proven true for their customers. “Often, customers aren’t willing to pay a fair price for something they need, but they are often willing to pay for something they want.”
By concentrating on the pumpkin season, the farm this year reduced its fall marketing season to just 40 days. The operation no longer offers Christmas trees, and spends a lot of time on attraction maintenance.
Bishop will join the North American Farmers’ Direct Marketing Association (NAFDMA) Board of Directors in February, as a representative of the Southwest region. The farm has been a member of the association for a few years, and has learned a lot about the challenges of urban expansion and how they affect farm markets.
The market is located on just under 50 acres that belongs to the operation. Since losing a lease to developers a few years ago, they’ve been able to rent the land they need to grow the pumpkins they sell each year.
“So far, we’ve been able to rent ground that adjoins us,” said Bishop. “We lost one piece that we had rented for a long time. We’ve been able to rent other ground and we’re going to hang on one way or another“
The operation is just over 30 minutes from Sacramento, and just outside the fastest growing county in California, according to Bishop. Despite development’s encroachment, the Bishops have a optimistic outlook.
“Besides our emotional attachment, it wouldn’t make any sense to give up and sell out to developers,” he said. “Even if it happens that we are built all the way around - the pumpkins and attractions are the reasons people come.”
Bishop said that they have been aware for over 10 years that they could have these kinds of problems. When the development pressures first appeared, they were concerned that customers would not want pumpkins that they could not pick out of the field. But from other NAFDMA members they found several other farm marketers already successfully doing that.
Another key for success is doing something you love.
Wayne joined the family business in 1995, just after his brother, Bruce, left to pursue another career. Today Wayne and wife, Ann, along with their two sons and a daughter are active in the market. On busy fall weekends, both of Wayne’s siblings, Bruce and Barbara, and their families, might be found pitching in on the farm.
When Sandy and Bill started the operation in 1973 it was a part-time venture to help educate kids about farming. Wayne and his siblings have grown up in the farm marketing business.
“One day I would like one or more of our kids to join us in the venture, but I am going to insist that they do something else first,” said Wayne, who attended college and ran a machine shop business before making a conscious choice to come back.
When he thinks about his first career, Bishop is happy with his choice. “There aren’t many things that you can do for a living that people seek you out and thank you for what you are doing,” he said.
The farm features many other attractions that give visitors a positive experience. The farm features a hayride to the pumpkin field, a train ride, play areas, petting area, a tree house a bakery and two gift shops.
In addition, Farmer Bill’s Barn and Coyote Mountain are two other key kid attractions. Farmer Bill’s barn is a two-story barn that has shelled corn, about a foot deep on the lower level as well as animated chickens that provide a little show. Upstairs, kids can find their way through a hay loft maze that ends in a slide down to the first floor.
The farm’s Coyote Mountain was added in 2000. The attraction features two 50-foot slides coming down the side of a 25-foot hill. In addition, patrons using the attraction are allowed to pan for marbles in the waterfall descending the side of Coyote Mountain.
This past season, admission to Coyote Mountain was $3 for an all-day pass, and Bishop said they gave away 100,000 marbles. The farm also features a tree house, a corn maze and other attractions.
The farm has four full-time workers, including Wayne and his parents. At its peak, the farm hires nearly 200 part-time workers for the six-to-eight week season. Often, they will rely on help from a nearby military base for enlisted personnel wanting a change of pace and extra spending money.
This past season at the farm was great, according to Bishop. “We didn’t have a drop of rain during the 40 days we were open this fall.”
