Every year we have new ones. Agricultural tourism is growing. The object is to maximize direct sales. You do that by getting people coming through your front door or your front gate. Potentially it can make a big difference in profits or losses.

Rural experiences are a key part of the therapy people need as an urban escape. They want to take their kids to see goats and llamas. They themselves went to go out and learn to weave wool or pick vegetables or fruit. That's where the guides and maps come in.

We do know that with good management, good advertising and outreach -- and of course you have to have good attractions -- that you can increase visitor traffic to various degrees, and you can increase farm revenues.

We're returning to what I consider an average or normal market.

It's very hard to compare a super-high market with an average market. We're returning to what I consider an average or normal market.

There's a lot more to it than just evaluating the value.