Another ‘Tainment Category Sprouts Up

You’ve likely heard of eatertainment and sportstainment. But a new category of ‘tainment is out in the field — agritainment!

A huge complex in Arizona (on the site of a family farm) has been converted into a space where people can eat, learn about farming, participate in fun activities, and pick fruits and vegetables in season. Called Agritopia, it will likely never scale to a MULO (multi-location) concept, but it does make us realize that multi-use spaces aren’t limited to pickleball, golf, axe-throwing, bowling, baseball, and cornhole.

A variation of agritainment is agritourism, which involves overnight stays at farms like these options highlighted in USA Today. Whether guests want to make cheese, milk cows, or simply replace their Echo with a rooster, they’ll find ways to play farmer for a few days.

The bigger concept beyond the plowing field is that more physical spaces seek ways to attract and engage visitors for multiple purposes.

A recent study by LT (formerly LaneTerralever) revealed that different generations value different types of live ‘tainment experiences. Says Nick Dan-Bergman, LT’s Vice President of Partnerships and Marketing, “We found that younger consumers are on a quest for extraordinary, immersive experiences that transcend the ordinary. They eagerly seek adventures that are as captivating to live through as they are to share on social media. Meanwhile, the discerning tastes of parents and the more affluent have led to a golden era of ‘edutainment.’ This blends leisure with learning, turning entertainment into an enriching experience that enlightens as it delights. In one of our research studies, we found that 61 percent of attraction visitors who have kids in their household specifically seek out attractions with an education component.”

What seeds of ideas can retailers and restaurants take away from the “agri-craze?”

• Consumers today seem to be looking for unique, educational, and immersive experiences.
• Open spaces can be repurposed for a variety of activities. We’re not suggesting that retailers replace clothing racks with petting zoos or pig pens, but think creatively about how you can attract new consumers with activities that keep them at your location. Malls, golf courses in the off-season, and other expansive spaces are ideal for new uses.
• Combining food with retail is not new, but it remains a great way to increase sales per customer. (Dare we say milking your share of wallet?)

The old-fashioned pumpkin patch is now an entire autumn ‘tainment experience, and traditional Christmas displays have morphed into branded experiences like the Hallmark Christmas Cruise.

Look at your own MULO spaces and consider how you can target specific consumer bases with immersive experiences that create memorable (and social shareable) moments.