Customer Focused Agritourism With Dale Wickham (SFFF37)
When it comes to creating an unforgettable farm experience, no one does it quite like Wickham Farms in Penfield, New York. In this episode of The Six Figure Flower Farming Podcast, I sat down with owner Dale Wickham—an agritourism expert, business mastermind, and, fun fact, my husband's boss!—to talk about thinking bigger, customer experience, and sustainable business growth in the farming industry.
The Power of Thinking Bigger
One of the biggest struggles I see with flower farmers—whether they’re just starting out or years into their journey—is limiting their vision. It’s easy to feel stuck, especially when you're wearing all the hats in your business. But as Dale shares, the key to breaking through is getting in the room with people who are doing it bigger and better. Surrounding yourself with successful farms, learning from their models, and adapting them to your own business can completely shift your mindset.
Wickham Farms started with just eight acres and a roadside pumpkin stand. Over the years, they expanded their offerings—adding pick-your-own pumpkins, apples, flowers, corn mazes, and even on-farm food experiences. Today, they operate on 120 acres, attracting thousands of visitors each season. Their secret? Listening to what customers want and continuously improving the experience.
Dale emphasizes that every decision they make is centered around customer experience. From tracking visitor feedback to streamlining operations with data-driven systems (like using Shopify for all point-of-sale transactions), Wickham Farms ensures their guests have a seamless, memorable time on the farm.
Marketing Through Experience
If you’ve ever wondered how to market your farm without spending a fortune, Dale’s advice is simple: Make your farm so good that people can’t stop talking about it.
Create Instagram-worthy moments – Wickham Farms’ “Fall Shake-Up” (an apple cider slushy topped with ice cream and a fresh donut) became a viral sensation, leading to thousands of shares on social media.
Encourage word-of-mouth marketing – Social media has simply accelerated word-of-mouth, making it easier for happy customers to share their experiences far and wide.
Keep refining the guest experience – The best marketing strategy? Give people an unforgettable time. Happy guests will return and bring others with them.
Lessons for Flower Farmers
For flower farmers, there’s so much to learn from Wickham Farms' growth:
✔ Listen to customer demand – If people ask for something repeatedly, consider adding it to your business model.
✔ Diversify your income streams – If one area of your business isn’t growing, explore new offerings that align with your values.
✔ Keep improving your customer experience – Every little detail matters when it comes to making visitors feel welcome and excited to return.
This episode is packed with invaluable business wisdom, mindset shifts, and practical takeaways for farmers looking to scale. Whether you're running a flower farm or an agritourism business, Dale’s insights will inspire you to think bigger, refine your systems, and focus on what truly matters—your customers.
And if you’re ever in Penfield, New York, be sure to visit Wickham Farms—it’s an experience you won’t want to miss! 🌻🚜
