Beyond Families: Unlocking New Audiences for Entertainment Destinations

When we think about agri-tourism and entertainment destinations, families are often the default audience. Corn mazes, pumpkin patches, hayrides, and seasonal events are typically designed with young children and their parents in mind. But as the market matures and competition rises, there’s a growing opportunity, and need, to diversify your guest base. At the same time, demographic shifts are reshaping the audience of tomorrow: family sizes are shrinking, people are waiting longer to have kids, and younger generations are seeking experiences that go beyond traditional family-focused outings. Future-proofing your destination means anticipating these changes and expanding your appeal to couples, friend groups, young professionals, and older adults who are just as eager for unique, seasonal, and memorable experiences. Here’s how your destination can tap into new segments.

1. Teens: Design for Independence and Shareability

What They Want: Autonomy, aesthetics, and adrenaline

What You Can Do:

• Create zones or experiences just for them. Think glow-in-the-dark light trails, mini escape barns, or nighttime hayrides with music and lights.

• Lean into social media. Install selfie stations, bold signage, and create TikTok-worthy moments designed to be shared.

• Offer teen-only hours or events. Nightfall attractions or ticketed evenings with music and snacks feel exclusive and mature, without alienating families.

Consulting Insight: Even a single well-designed attraction that targets teens can ripple into broader family visits or bring in youth groups and school events with higher volume.

2. Couples: Romance and Reconnection

What They Want: A reason to get out of town, photo ops, and something different

What You Can Do:

• Host seasonal date nights. Think Valentine’s Day bonfires, springtime flower field strolls, or harvest dinners under string lights.

• Introduce build-your-own experiences. Couples love to personalize, offer pick-your-own flower bouquets, wine and charcuterie kits, or guided cocktail workshops.

• Make it beautiful after dark. Add lighting installations or fire pits to extend hours into the evening, when couples are more likely to visit.

Consulting Insight: Small changes to your event calendar or space layout can attract a segment that spends more per ticket, and is eager to return for anniversaries or seasonal traditions.

3. Adult Friend Groups: Give Them a Reason to Rally

What They Want: Nostalgia, novelty, and a little indulgence

What You Can Do:

• Launch themed festivals and adult nights. Think Oktoberfests, cider tastings, or throwback 2000s music nights.

• Introduce friendly competition. Trivia nights, outdoor games, or scavenger hunts turn a visit into an experience, and drive dwell time and spend.

• Build up your food and drink offerings. Adult groups linger longer when there’s a brewery tent, food truck lineup, or a campfire cocktail menu.

Consulting Insight: Friend groups often plan around birthdays or seasonal “must-do” lists, craft your marketing to meet them there, and use your visual branding to reinforce the vibe.

4. Corporate Events: From Pumpkin Patches to Company Culture

What They Want: Memorable experiences that blend fun and bonding

What You Can Do:

• Promote customizable packages. Offer private areas, branded swag, and team-building experiences like farm games or culinary challenges.

• Showcase professional hospitality. A dedicated event team, reliable booking process, and AV-ready spaces go a long way with HR and event planners.

• Push weekday potential. Corporates often book midweek, helping you balance out weekend-heavy traffic and make use of idle capacity.

Consulting Insight: B2B relationships have long-tail value. One successful team outing can lead to annual retreats, client events, or larger employee appreciation programs.

Final Takeaway: Diversification = Durability

Your destination’s long-term success depends on more than a great pumpkin patch or holiday lights. Broadening your audience doesn’t mean alienating families, it means designing flexible experiences, upgrading the brand experience, and rethinking how (and to whom) you market.

Need help repositioning or planning for growth?

AMG partners with agri-tourism and entertainment brands to build smart strategies that increase reach, revenue, and resilience. Let’s make your destination everyone’s favorite escape, no matter their age or stage.

Interested in partnering with AMG? Explore how we can help your business achieve record-breaking growth.