Emerald City II

Published by 37 Comments

Thinking Out Loud Again..

Mary and I visited a winery restaurant last week. We arrived on a Friday evening at around 6PM.  In a patio seating area that likely accommodated more than one hundred guests, there was only one other couple seated.  Over the course of our dinner, no crowd ever materialized.  In a similar vein, after visiting our son in Oklahoma, earlier this summer we noticed that the city centers of both Oklahoma City and El Paso, Texas seemed curiously empty — very few people on the streets and no wait for any restaurant seating.

I begin here because, in our ever-pressing problem of trying to make the farm less seasonal, we’re up against more than just the attractiveness of our product.  We’re up against the optimism of consumers, the price of gasoline, and maybe even the number of jobs people are working to buy groceries.  I also fear that the world is getting more and more virtual; we’re going to have to be good enough to tempt you off your iPad for a few hours.

Whatever we do to improve and develop the farm has to be so good, so compelling, that it appeals to what may be a smaller and smaller corner of the market–namely that portion of America still able to invest in their leisure time.  Although I happen to believe that heritage and celebration are vital to the soul, they aren’t vital in, say, the way insulin is when you need it, or a solid roof on a rainy day.  I’m not sure where we are in Maslow’s hierarchy of needs, but we aren’t foundational, so — stating the obvious — it can’t just be a “good enough” experience.  It has to be extraordinary.  On some level, it has to be something like that memory you have of walking down Main Street at Disneyland when you were a kid.  (Disney’s horrible cultural choices, lately, are in some ways a measure of how much vision Walt really had:  people like the physical space even if weirdoes are running the park.)

At the outset, we don’t want to be anything like Disneyland, or any other ride-centric theme park for that matter.  We want to show off the natural beauty of farming and rural architecture.  Something like a winery, we want to give you a vista of crops in production, and, in our case, the added dimension of visual living history — farm hands wearing period clothing and craftsmen making paper and saddles and muskets.  Finally, everything should be set to live music and accentuated by the drama of first person actors challenging you to jump into history by remaining in character.  No living history museum, in America, has really accomplished this to the degree we think possible, and that may be why “the shrines” (Williamsburg, Plymouth, Gettysburg) have to depend, in some measure, on their non-profit status: wealthy patrons, the state, and institutions, are subsidizing the consumer experience.  We want a market-driven, entertaining, educational way to enjoy history, with actors and craftsmen who see this as their life’s work.  We believe a market-driven approach also avoids the problems of peevish wokery blemishing the appreciation of American history.

I have been trying, for some time, to finalize our version of this experience.  It’s likely some combination of an escape room, a treasure hunt, live-action role playing, and living history.  But, for today, I want to talk about some of the physical infrastructure we need to consider.

The Amenities

Here’s what we’re considering..

  • Paved or cobblestone parking lots and roadways
  • A manicured, landscaped trail system with shade structures and points of interest along what could total a combined route of 15 or more miles
  • Glam camping tents decorated with period furnishings
  • A stone-lined wading pond and splash pad that serves in the winter as an ice skating rink
  • A restoration and re-fitting of the 1880s packing shed, with a cider cave capable of producing hard cider, brandy and apple-whiskey
  • Reforestation of the farm’s “back country.”
  • Increased apple and wine grape planting and terracing
  • Period craft-production shops (paper-making, chandlery, printing press, pottery)

Why?

From time to time, whenever I ponder all of this outloud, someone chimes in with an objection:  “you don’t need all of that.  You don’t need cottages or glam camps.  Just keep it natural.”

I understand — sorta.  This may just be me talking, but I think our farm, under cultivation, has an almost Yosemite kind of charm so I understand the urge to keep the land open and under cultivation, but even Yosemite has a lodge, and trails, and parking lots.  Guests are not going to pay a $50 admission charge to walk around in a corn field.  Eventually, they want to sit down, under misters, and have a winsome young server hand them a  chilled drink.  Bottom line, we need to make the farm more comfortable and more livable.  Whenever I look at lodging, as a profit center, it doesn’t seem to make sense by itself, but it makes it easier to enjoy our dinner theater and field trips.   People who live too far to enjoy our Big Band Night, are more likely to buy tickets if they get to sleep in a four poster bed.

How?

Years ago, (prior to around 2015), the only way you could attract investors was to find the “accredited” ones.  I believe today, an accredited investor needs to have an estate of $1 million dollars (exclusive of their residence), and $200,000 a year in annual income.  That’s not a large group, and in return for their large outlays, control of the enterprise is either forfeited or severely diluted.

We now live in the age of equity crowd-funding.  We’re told that projects seeking less than $20 million can begin the process for “as little” as $40,000 to $100,000, depending on your crowd-funding legal and advertising team.  Most start-ups have to talk total strangers into the idea of the self-cleaning broom or the living-room spider-web drone, but we have the advantage of literally millions of customers who have visited us over the last 30 years — people who can visualize the kind of improvements we have in mind–and people who might take their investment return, at least in part, by way of lifestyle benefit.

Is it potentially profitable?

As I write this, all of our field trip and living history programs are dramatically on the rise.  We have proven, over the years, that guests will pay $30 to $70 per person to enjoy one of our field trip or dinner theater programs.  Were the farm to proceed with each of these physical improvements, on a prioritized basis, we believe the admission model could be extremely successful.  Imagine 1200 daytime guests at $50 per person, over the course of a year, plus retail and food sales.  It’s not difficult to foresee an enterprise enjoying revenues of $15 million or more a year.  (When I think of people paying $100 a head to enter Disneyland, before they buy a $5 bag of chips..)

While we would have to rely on crowd-funding legal expertise, we believe we could offer a mix of financial and admission-benefit rewards for investors.  As we built a solid, year-round admission base, investors could make use of the farm’s unused, and un-booked capacity.

If you have experience in crowd-funding (or alternatives we may not even be considering), let us know.  (info@rileysfarm.com)

The Dire Necessity of it All

We have to move forward or we have to move, sell, and pack it up.  While we are building back to our pre-Covid revenue levels, we are constantly being faced with higher regulatory burdens, greater insurance, energy, and labor costs.  You simply cannot own a 760 acre piece of land in California, without putting it to work — unless you’re Bill Gates.

We encourage your prayers and your comments and your expertise!

Tags: , , ,

Categorised in:

This post was written by Jim Riley

37 Comments

  • Amber says:
    July 16, 2024 at 2:33 pm

    I loved taking my children here to visit, and invited other moms to join however much of the issue is finding a place where we can take a breather to cool down and fairly easy paths for little ones or strollers. Convenient walking trails, shaded rest points, and water features are the things I look for when I set up a family nature outing, so that’s where my vote would go if I could have a say. And animals and gardens are always a hit for the kids, they always ask to go back to the place where they saw the farm animals or picked and ate some thing straight from the garden. I like to show my kids tools before technology such as water pumps, pulleys, mills to give them firsthand experience how things work! If I know a place offers those experiences I’d for sure go there, and I feel it’s very difficult to find places like this the farther east from LA we are.

    Reply
  • Ginger L says:
    July 16, 2024 at 2:34 pm

    Love all the ideas! But would also love to bring our little 15 ft vintage trailer to hang out for a few day’s especially during events!

    Reply
  • Kelley Mack says:
    July 16, 2024 at 2:35 pm

    Paved or cobblestone parking lots and roadways- COBBLESTONE OR GRAVEL
    A manicured, landscaped trail system with shade structures and points of interest along what could total a combined route of 15 or more miles – YES PLEASE, could be native wild herbs, vegetables, trees and plants and markers. SHADE is important.
    Glam camping tents decorated with period furnishings-YES please, but maybe not so glam and more affordable.
    A stone-lined wading pond and splash pad that serves in the winter as an ice skating rink OH MY GOSH!!! IS THIS POSSIBLE? Imagine the holidays at Riley’s Farm with this??? Ohhhh!!!!
    A restoration and re-fitting of the 1880s packing shed, with a cider cave capable of producing hard cider, brandy and apple-whiskey- NO BRAINER, yes!!! You’ll sell hard cider etc in all economies.
    Reforestation of the farm’s “back country.” WHY NOT?
    Increased apple and wine grape planting and terracing
    Period craft-production shops (paper-making, chandlery, printing press, pottery)- YES PLEASE. We need to learn how to do all these things again. Being the craft back.

    Thank you so much for thinking of all this! You always have my 100% Support!

    Reply
  • Bridget Honan says:
    July 16, 2024 at 3:16 pm

    trails with shade and seating is a great idea…for wandering and people older or with kids…im ok with the parking lot as it is…but gravel may help with puddles and potholes….I know lodging does help for us folks 2 hours away…and when we brought little ones…we did hotels near you…nothing great though….lodging is an expensive pospect..maid service and all…I think a bigger,shady patio is good…when it’s really warm…that would tempt lingering and food and drink sales…(as in the too hot 4th of july weekend you just had…)ice skating sounds very currier and Ives but…is it cold long enough to offer that as an option…some horse drawn sleigh rides could be fun in snow days…

    Reply
  • Emmanuel says:
    July 16, 2024 at 3:25 pm

    yes I love all these ideas and maybe more farm and agricultural education could really help the busines I think. I think guests could really benefit from basic soil sience as well as civil war history and maybe learning about the agricultural technology of the civil war time. these are just my ideas but I think guest’s would really benefit from both historical education as well as agricultural education combined.

    Reply
  • Kris says:
    July 16, 2024 at 4:24 pm

    As you know, I love your farm and felt it was home away from home for a couple years. Now that I’m responsible for & caregiving elderly parents, the trips up have become less and less due to their mobility issues. Without sacrificing your theme, would you consider handicapped accessible bathrooms and paths that could accommodate wheelchairs? It’s becoming increasingly difficult to get parents out of car in parking lot and onto property, into the tavern, as well as upper areas on the farm. I don’t have the funds for off road wheelchairs! 🙂

    Reply
  • Elie says:
    July 16, 2024 at 6:36 pm

    Love the ideas! Something that I would love to have at Riley’s and can maybe be done soon, is an RV Park. Even if there were a few spots, like the way harvest hosts is able to allow vineyards accommodate RVs, that would be awesome. We love visiting, but Oak Glen seriously lacks accommodations on the hill.

    Reply
  • Juliet Isaacs says:
    July 16, 2024 at 7:50 pm

    A couple thoughts:
    I LOVE this concept. My family have been to the Valentines Day dinners, field trips and have purchased food on multiple occasions. We love the concept and would consider ‘glamping’ up there too!

    My second thought is the cost. To enter my family of six would have to pay $300 just to enter. For comparison: Knotts Berry Farm annual pass is $120 with no blackout dates. Would you consider an annual pass? Family pass? Hey if you offered parking and a meal plan – I will line up for those passes too

    Reply
  • Mrs. Telado says:
    July 16, 2024 at 7:56 pm

    We did several Riley’s field trips last year as well as visited Williamsburg/Jamestown/Yorktown. Here’s what I would love to see at Riley’s:

    – Yes to cobblestone paths, though very level cobblestone so as to accommodate strollers and people who are less steady on their feet.

    – Yes to more shade and interesting seating areas to relax and enjoy the ambiance.

    – Yes to camping, though maybe a mix of camping and clamping. Glamping looks amazing; it’s just very unaffordable.

    – A pond/splash pad/ice rink sounds amazing.

    – Not super interested in the winery/hard alcohol aspect, and if that is made into a main feature, it may be a deterrent to schools. Parents/teachers aren’t keen on taking a bunch of kids to where people may be drunk. (Not saying anyone visiting Riley’s currently drinks in excess, just that if alcohol became a main marketing feature, there’s the potential for that.)

    – Historical crafts/trades sounds amazing. Honestly, I was a bit disappointed by this aspect of Williamsburg. None of the people doing the trades stayed in character nor seemed super experienced. I also think, especially for field trips and families, having some inexpensive try-it-yourself craft available in each shop/area would be amazing. Like a $5 sampler. And if the tradesman actually provided services for purchase (like the Knott’s Berry Farm blacksmith and other shops do), even better. In Williamsburg, my son really wanted the Milliner to add a feather to his hat for him. If services like that were available, it would be amazing.

    – As far as expanding the educational side, what would REALLY be amazing is if you guys could also offer field trips for ancient history and the middle ages. With the exception of temporary museum exhibits and the Medieval Times dinner theatre (which is more show than history), there are basically no field trips in Southern California that relate to ancient history or the middle ages. With the growing number of classical-leaning schools who cover more ancient and medieval history, I think this would be a huge draw. Shakespeare plays, etc.

    – Regarding your mention of printing presses… If you aren’t already in communication with the International Printing Museum, I highly recommend reaching out. (At least one of the primary docents leans similarly politically.) They are a small operation that also offers historical field trips, and I think combining what you offer with what they offer would be incredible.

    – Field trip or overnight programs designed specifically for scouts and including badge skills would be great too. Just a couple of dates a year where that troops from different scouting organizations could come, learn, and earn some badges.

    – A fancy coffee shop. I appreciate your coffee. I would even more appreciate a lavender-honey-vanilla latte. Your food is AMAZING, and I think an expanded bakery/coffee shop menu would be very popular, particularly if it was easily accessible to adults before the field trips. Things like scones and fresh-baked muffins. People would definitely come early for breakfast before events.

    – As someone else said: something that appeals/works well for littles would be amazing too. A petty zoo with a garden attached.

    – One of my favorite things in the Williamsburg/Jamestown/Yorktown area was a living-history farmhouse in Yorktown. There was a full working historical garden (growing and drying tobacco among other things), with live loose chickens wandering around and baking happening on the hearth of an open-fire fireplace. Actual cooking would be a pretty neat addition to the historical field trips.

    Reply
  • Veronica Malone says:
    July 16, 2024 at 8:31 pm

    Everything except the splash pad and ice rink sounds like a lovely idea. Those kinds of things unfortunately tend to attract undesirable people. Thank you!

    Reply
  • Barbara says:
    July 16, 2024 at 10:10 pm

    Sounds like a lot of great possibilities. I agree with Kris, and by law, you will have to make it “handicapped accessible.” What about deaf friendly?
    Don’t give up!! We need places to relax, think, learn, have a blast and stop and breathe!

    Reply
  • Elena says:
    July 16, 2024 at 11:00 pm

    My family and I are regular visitors to your farm, and my almost 3 year old son already is growing up with the tradition of attending the farm, just like I had with my family, growing up. It feels like a second home.
    We enjoy having safe grounds to “hike” with our toddler, not too far removed from amenities like a good slice of apple pie, restrooms, cold drinks and festivities.

    So, Yes to shaded hiking trails and reforestation! We do enjoy the preserve at Rio, but on hot, sunny days, the entrance is too bare and open to walk. The sun can be a meanie at higher elevation.
    With that, the pond and splash pad sounds perfect for families with young children!
    Would you consider a separate pond for fishing? Both my husband and I enjoy the occasional recreational fishing, and we are teaching our son how to fish, as well.

    My family and I are also campers. We regularly enjoy car camping, and the occasional cabin for special occasions. I agree with Kelly, though, the glamping would be wonderful, but less glam and more affordability. I would definitely be interested in booking! But if it’s $50 entry fee PP, plus $200-$300 for a nightly stay, a mini vacation at the farm would be only a dream for families like us who are on a lower-income. (If I could afford it, I’d choose the Emerald City over Disneyland, any day!) Or, even perhaps offering campsites, and/or Perhaps canvas-like structures with basic bunkbeds, and that’s it. Pretty similar to housekeeping in Yosemite. (A childhood family tradition of mine!)

    Lord willing, when the City is established, Would you also consider annual/seasonal passes for single individuals and packages for families? Last year, I had purchased A pass for a local lavender farm near the area. ($100 for VIP: the registered person, plus one guest with included parking, and a small discount on merchandise.)
    by the time I went on my 2nd/3rd visit. I had realize something: even though I have bought a pass, my wallet does not go untouched. I would spend approximately $20-$30 on food, and culinary goodies each time I went. It was smart marketing on their behalf, really. It was an easy monetary exchange to have somewhere “free” to go on summer nights to hang out, grab a specialty coffee, food, dessert, and watch live entertainment, amongst canopies of trees and stars.

    Summer, entertainment is a must!
    I am excited and thrilled to see where this vision is going to go. And I pray it will manifest, according to the Lord will!

    Reply
  • Nancy L. says:
    July 17, 2024 at 7:33 am

    We LOVE Riley’s Farm and pray for continued success as you (hopefully) venture forward.

    Just some thoughts I had: little cabins people could stay in around an area where they could fish, barn dances at night, horse back riding, campfires/singing, love the crafting ideas, activities like 3-legged races; animals to pet and learn about; old-fashion etiquette classes (what happened to “gentlemen and ladies“?), a tree house, bows and arrows, canoes, hayrides, star gazing, the old-fashion church service on Sundays with hymns, homemade ice cream, swimming holes with rope swings over the water, storytelling, role playing with historical characters, old-fashion board games, candy making, hiking trails, old fashion schoolhouse with an actual class, (this could be where the role playing, etiquette class, could be taught).

    I know some of these things you already do while others may not even be feasible. I just remember my childhood and living in the Midwest and the incredible experiences I had living in the country. It breaks my heart to know that so many children are unable to have these same adventures. I feel we are so blessed to have the Riley family willing to provide such experiences to our community. I think so many feel we have gone way too far in the area of wokeness and want to get back to a more simple way of life that God intended. We need to get back to a love of patriotism and the great country we have been blessed with. I truly pray God with guide you with the resources and wisdom in this direction. You might be one of our last great hopes in helping save some of our children and young families.

    Reply
  • Rachel says:
    July 17, 2024 at 8:29 am

    We have been going to your farm for so many years now we can’t even remember if it was 15 or more years now since our first visit. The dinner theaters are our favorite but unfortunately last year we were unable to attend our tradition of the Christmas carol because our family of seven just couldn’t find it. Our children were saddened since they’ve done this their whole lives.
    I love the old packing shed and how it has become nostalgic to my family. I’m not sure of the idea of it being a cave.
    I like the idea of waking trails, splash pad, and would love an ice skating rink. I love the new lights and hot chocolate thing in the winter too. The cobbled streets. I love going to Philadelphia because of those old cobbled streets and the history there.

    I don’t drink so my opinion may not matter here but I’m not a fan of vineyards and the hard drinks. I hate that most of California farms have just become wine tasting locations when they have some of the most beautiful
    Views. Those types of farms are not family friendly either which is why our family was so attracted to your farm in the first place. It was a fun affordable family place and an experience being offered no where else.

    Our children enjoyed the private treasure hunt, the dinner theaters the colonial living museum, where they made candles played games used the ink pens, made butter, the cider press, the Saturday revolution, the Father’s and Mother’s Day dinner and tomahawk throwing. My children even did a pioneer trek there. We love all the living history things you have to offer and we have made so many wonderful memories at your farm. Maybe even offer a covered wagon dinner or camping experience. It’s something I would enjoy.

    One of my 4 year olds favorite toys is the wooden gun with your farm name on it. Again, affordable merchandise too! We have also loved that you have never removed God. My dad loves the Christmas Carol dinner but his two main reasons why is the scripture and the prayer said during that meal. These things matter and no other farm is brave like your farm.

    I truly believe one of the biggest things you need to do is advertise more. Do people know you’re there? I mean I found you years ago in a Google search. I had to search to find you because I was looking for family friendly places. After I found you my sister in law told us her daughter went on a field trip there and she loved it so we took our first trip there and we were welcomed with open arms and we loved your farm since. Word of mouth has gotten a lot of business but let people know what great experiences you have to offer. Everyone loves sleepy hallow there and the other dinners but most know about it now because of people’s social media post. We also miss the Sherlock Holmes dinner in March. Find out what has brought so many people to your family. I think you’ll find it is the spirit of your farm that so many people truly enjoy there.

    I know you’re struggling like the rest of us from the crazy things the Governor keeps trying to do to kill business but I do hope you find away to keep that family farm and not become another California commercialized farm. We will be praying for you and all your future decisions you’ll need to make. We trust God will help you.

    Reply
  • Steve says:
    July 17, 2024 at 8:44 am

    These are all exciting ideas. For what it’s worth, my ears were perked by other comments suggesting regular camping, and perhaps a scout-oriented experience at the farm.

    We live two hours away, so while planning our recent family visit to the Colonial Fair, we were hoping to find more options to trailer camp, either at the farm or nearby. In our case, dry camping or full hook ups would have both been appealing in the $100/night range.

    Regarding the subject of a Scout-oriented experience, if there were crafts and activities specifically tailored for merit badge completion, I could more likely convince our troop and fellow parents to make the two-hour trek to the farm from Northern Los Angeles County.

    Thank you, as always, for your patriotism, your devotion to history, and thank you for providing this extraordinary experience.

    Reply
  • Sarah says:
    July 17, 2024 at 9:27 am

    I love all of these ideas! somewhere to stay on the farm would be great. it would be easier for me, and if it is not too expensive I would do it. a part of 18th century history that is quite fascinating to me is maritime history. of course, I’m not sure how it would be possible to explore the concept of large sailing vessels, or even dugout canoes (both of which would be amazing to see in person) on dry land, but it never hurts to dream

    Reply
  • Rita says:
    July 17, 2024 at 11:04 am

    Hi there! We visited your farm a couple times with kids (drove all the way from LA) and here are so honest thoughts:

    The bad:
    – Things looks a bit shabby and dead. I understand that certain things require cash; however, certain things just require work and care (e.g. abandoned herb garden, cleaning up some rotting wood planks, etc.). So sprucing up the landscaping/buildings would liven up the place a bit.
    – Selling hay in little baggies to feed the sheep for $5 when there are apples rotting on the ground is kind of insulting.
    – Selling tickets for an event and then charging for each craft separately, also leaves a bit of a bad taste in the mouth.
    – Marketing cider making in an apple farm sounds great. What I did not expect was to see boxes of store bought apples waiting to be juiced. You guys are an apple farm!

    The good:
    – You guys are unique in what you do and you can tell that you love it. It’s rare nowadays.
    – You have the infrastructure and lots of good ideas.

    Suggestions:
    – You need better marketing to attract people especially families and you need a wider reach (get people to do a day trip from LA). You need to figure out how to do marketing on facebook and instagram. That’s where the magic happens. Hire someone who understands digital marketing.
    – Do more low-key hangout events in summer (maybe an outdoor movie, outdoor band, people can set up picnics on the lawn, have a glass of wine/beer)
    – Educational stargazing event? Someone must have a telescope somewhere
    – Consider partnering with a local winery to do wine tasking events
    – Glamping is a great idea and so is a splash pad (despite some lady commenting that it would attract a “wrong crowd” – I assume that means people with kids…haha. As a parent, I spend a lot on kids entertainment. Please take my money.)

    Best of luck!

    Reply
  • Mary says:
    July 17, 2024 at 3:00 pm

    It seems as if I’m outnumbered when it comes
    To my personal opinion on the splash pad and ice skating rink. Hear me out-those two things sound utterly amazing in theory but I’ve witnessed firsthand how ‘attractions’ like
    This tend to draw in “carnival type” crowds. I’d love to be proven wrong and put in my place should you decide on this route. In all my 43 years as a Southern Californian, I’ve witnessed once quaint places turn slightly seedy once they added attractions and/or ride type features.
    We love Riley’s Farm and will continue to support you all in all your endeavors! One things for sure, you guys always get it right!! Always!

    Reply

Leave a Reply

Your email address will not be published. Required fields are marked *