Program
* This program is subject to change. Additional details will be available as conference planning continues.
Wednesday, May 14, 2025
The Flower Fields at Carlsbad Ranch, 5704 Paseo Del Norte, Carlsbad, CA 92008
7:30 am - 8:00 am Summit Check-in
8:00 am - 5:00 pm Workshop on Wheels* (click link for tour details)
5:00 pm - 6:30 pm Networking Reception hosted by California Grown, The Flower Fields at Carlsbad Ranch
* Attendees will visit several San Diego County farms, learning about their agritourism operations, including best practices, opportunities, and challenges. All workshops arrive and depart from The Flower Fields at Carlsbad Ranch.
Thursday, May 15, 2025
California Center for the Arts, Escondido, 340 N Escondido Blvd, Escondido, CA 92025
7:30 am - 8:30 am Arrival, Breakfast, & Networking
8:30 am - 9:00 am Welcome
9:00 am - 10:30 am The Future of California Agritourism: Exploring Industry Insights and Opportunities from a Statewide Perspective
Guest speakers:
- Karen Ross, Secretary of the California Department of Food and Agriculture
- Caroline Beteta, President & CEO of Visit California
- The Governor’s Office of Business and Economic Development (GO-Biz)
10:30 am - 10:40 pm Break
10:40 am - 12:00 pm Concurrent Sessions
10:40 am - 12:00 pm Supporting Agritourism Development through County Regulatory Frameworks and Tourism Investments (click link for session details)
10:40 am - 11:20 am Marketing Your Agritourism Business
11:20 am - 12:00 pm Risk Management for Your Agritourism Business
12:00 pm - 1:20 pm Lunch & networking
1:30 pm - 2:30pm Collaborative Marketing: Farm Trails, Food Trails, and Open Farm Events (click link for session details)
2:40 pm - 4:00 pm Roundtable discussions*
4:00 pm - 4:30 pm Closing
* Roundtable discussions will include breakouts by region, industry, and dive deeper into specific agritourism activities, such as farm tours, educational offerings, and overnight accommodations.
