Program
* Additional program details will be published as they become available.
Wednesday, May 14, 2025
Flower Fields at Carlsbad Ranch, 5704 Paseo Del Norte, Carlsbad, CA 92008
7:00 am - 8:00 am Summit Check-in, Flower Fields at Carlsbad Ranch
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, 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
Speakers:
- Karen Ross, Secretary, California Department of Food and Agriculture
- Caroline Beteta, President & CEO, Visit California
- Danna Stroud, Associate Deputy Director of Regional Engagement & Development, Governor’s Office of Business and Economic Development (GO-Biz)
- Paul Towers, Executive Director, Community Alliance with Family Farmers (CAFF)
Moderator:
- Glenda Humiston, Vice President, University of California Agriculture and Natural Resources
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)
Speakers:
- Terry Selk, Visit Yolo
- David Lackie, County of Santa Barbara
- Cassandra Prenn-Vasilakis, HipCamp
10:40 am - 11:20 am Marketing Your Agritourism Business (click link for session details)
Speakers:
- Michelle Kelleher, DezignPea
- Jimmy Ukegawa, The Carlsbad Strawberry Company, Inc.
11:20 am - 12:00 pm Managing Liability and Visitor Safety for Your Agritourism Business (click link for session details)
Speakers:
- Craig Underwood, Underwood Family Farms
- Kim Ayers, Leavitt Insurance Agencies
- Mary Campbell, California Agricultural Mediation Program
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)
Speakers:
- Vivien Straus, Cheese Trail
- Carolyn Roberti, Sierra Valley Art & Ag Trail
- Carmen Snyder, Sonoma County Farm Trails
2:40 pm - 4:00 pm Roundtable discussions (click link for session details)
4:00 pm - 4:30 pm Closing
