For over four generations, the Wallop family have embraced the responsibilities of owning Canyon Ranch in Wyoming; transforming it from a cattle operation in 1889 to a multifaceted guest lodge with ag and ranching activities. From guided hikes to pheasant hunts, and offering holiday homes for rent through VRBO, the Wallops offer environmentally conscious options for visitors. With recent shifts towards agritourism, many small to mid-sized farms are using it as an avenue to stay competitive – the Wallops have explored these opportunities as well.
The Wallop family have been proudly holding Canyon Ranch in Wyoming for four generations, transforming it from a cattle operation in 1889 to a full-service guest lodge featuring a range of activities. From guided wildflower hikes to European-style pheasant hunts, the Wallops have something for everyone and have consistently kept ag and ranching as part of their operations for over a century.
In the mid-1990s, they successfully ran a three-meals-a-day upscale guest lodge with an Orvis endorsement, welcoming visitors from around the world. A decade ago, they re-evaluated and adjusted their operations to better suit the family’s needs; choosing to rent their houses on VRBO for holidays and polo people, providing guests with a unique experience of having their own home for a week or a month on a historic ranch. The visitors still come and this has provided the Wallops with the extra income needed to sustain the ranch and take care of the land.
Recently, the Wallops have seen a surge in agritourism, which is now considered as any activity in which farmers and ranchers generate revenue from recreational or educational opportunities on their land. The USDA Economic Research Service indicates that beginning and small and mid-size farms are increasingly exploring agritourism as a strategy to remain competitive, with the potential to “help revitalize rural economies, educate the public about agriculture and preserve agricultural heritage.” Jim Magagna, executive vice president of the Wyoming Stock Growers Association, further explains how “people want to keep the ranch going, but need some help,” adding that agritourism is one of many ways to do so.
This is further supported by observations that landowners often outsource their services to management companies or outside guides who are looking to lease a part of the land for recreational activities, such as hunting, which has been commonplace in Wyoming for a long time.
With the Wyoming Business Council’s team of regional directors serving as local contacts for people with specific questions about agricultural tourism, this has helped to open more opportunities and markets, removing barriers to make farms and ranches more prosperous. This has been a collaborative effort from the WBC and the Wyoming Office of Tourism to ensure these businesses can thrive in the state.
Sheridan College is proud to join in this effort by launching its Agritourism Program, which will allow for more diversification and income streams, helping to secure the economic future of the region.
The program will be a one-year, 32-credit certificate and include coursework such as marketing, economics and agritourism in general. Students will have the opportunity to choose from different courses including an introduction to agritourism or creating a business plan for their operation. This program is designed to encourage individuals to feel confident in pursuing a career in agritourism and take advantage of the opportunities it provides.
Eatons’ Ranch on Wolf Creek is a true testament to Wyoming’s rich history and culture, having been in existence as one of the oldest guest ranches for over a century. Thanks to popular television shows like ‘Last American Cowboy’, ‘Longmire’ and ‘Yellowstone’, the cowboy lifestyle has been glamorized again, prompting ag operations to capitalize on this renewed interest. With the advent of new technology in guest services, such as Happy Camper, guests can now enjoy land-based camping without contact with the host. To further support the growth of agritourism, a one-year, 32-credit certificate program has been designed including coursework such as marketing, economics and agritourism. Students are given the opportunity to select from different courses, ranging from an introduction to agritourism, to creating a business plan for their operation. This program provides individuals with the encouragement and confidence to pursue a successful career in agritourism.
Sheridan College is proud to offer agritourism coursework, given its deep roots and connections in the agricultural community. These courses serve to connect people with those already doing the work, while also providing easy-to-use apps with strong support networks that make accessibility simpler than ever before.
With a comprehensive range of the most up-to-date information, students can gain invaluable insight and experience in the field.
The Wallop family have created a success story in their fourth generations of ownership at Canyon Ranch. What began as solely a cattle operation in 1889 has adapted over decades to become the venue for agritourism that it is today. They are welcoming guests from all over the world, and agritourism has provided the extra income needed to keep the ranch going. The Wallops demonstrate how farmers and ranchers can compete with bigger operations by offering unique experiences for visitors, helping to revive rural economies, educate the public about agriculture, and preserve agricultural heritage. It is yet another inspiring example of those leveraging diverse sources of revenue to move forward into an increasingly uncertain but promising future.
