Sep 29, 2015

Agritourism operations must prepare for emergencies before they happen

If there’s an emergency at your agritourism operation, do you have a plan in place to deal with it?

Eric Barrett, an Ohio State University Extension educator, advises farm markets on how to deal with emergencies. He recently shared an OSUE workbook on emergency procedures with members of the Ohio Produce Growers & Marketers Association, but said the document is just the “bones” of a plan. Agritourism operators have to flesh out the details for their own farms.

One thread that ran through Barrett’s presentation is the importance of building relationships with local police and fire departments and emergency responders. Make sure you know which jurisdiction you’re in and which responders can get to your farm the fastest. You want to have the best phone number, the one that can get the sirens blazing quickly (and it isn’t always 911).

When the emergency vehicles arrive, make sure they know the best access points into your farm. Barrett knows of some farms that invite local fire firefighters and their families to a cookout before opening to the public. That way, the farmers get to know the first responders and ask them questions, and the responders get to familiarize themselves with the farm and its layout. Among other things, they can learn where emergency vehicles can and can’t fit and which are the best entrances to use, he said.

Barrett also discussed how to handle the media in the aftermath of an emergency. This is a must. As the owner, if a local reporter asks you a question and you say, “No comment,” you’ve lost control of the narrative. That reporter has to come up with something, so he or she ends up talking to the lady in the big robe and curlers who says, “It was pandemonium!” That sound bite then appears on local TV, where it could get picked up and repeated by multiple news outlets and shared on social media. By the time you’re finally ready to talk, it might be too late.

That’s why it’s imperative to make a comment right away, Barrett said, even if it’s something like, “It’s an unfortunate situation. Our farm is regrouping. We’re working with emergency personnel. We will have a comment for you by 9 a.m. tomorrow morning.”

That’s a 10-second sound bite the local media can use, and it lets the public know that you’re dealing with the situation, he said.

Putting a public relations plan in place before an emergency might be the best strategy. A public relations professional can help you come up with a plan. Barrett said your local sheriff might be pretty media-savvy, too.

Emergencies

Barrett discussed several emergency situations and how best to respond to them.

Natural disasters. If a storm, tornado or flood is heading toward the farm, consult with local safety officials about whether or not to evacuate. Use a siren or speaker system to communicate what’s going on and make sure employees direct guests off the farm or to a designated shelter area as quickly as possible.

It’s also important to communicate when the threat is over. That will discourage any wannabe heroes from doing anything rash, he said.

Make sure you’re keeping close track of the weather – and getting live updates. Apps from The Weather Channel or RadarScope can help with that, as well as your local TV stations.

Equipment failures. If a tire goes out on a hayride, make sure the proper equipment, including an extra tire, is nearby. If the zip line or jumping pillow breaks down at noon on a busy Saturday, that’s a lot of lost revenue. How can you get it back into operation as quickly as possible? If a transformer blows on a busy day, make sure you know how to contact the electric company. And if you have a generator, make sure it’s powerful enough to run your operation.

Traffic accidents. Work with local law enforcement so they can direct traffic properly. You don’t want your staff directing traffic on a state highway unless absolutely necessary.

Lost persons. Children, and sometimes adults, can get lost on the farm. Finding them can often be as simple as a staff member standing on a platform and yelling, “We’re looking for little Jimmy,” Barrett said.

Some farms have kids wear wristbands with their name and a parent’s phone number. Others encourage parents to take pictures of their kids for ready use. There’s also the “Code Adam” approach taken by Walmart: If a child goes missing, the doors close and nobody leaves until the child is found. Customers might not be happy, but if the child leaves your facility with somebody who’s not a parent or guardian and you didn’t close the gates, the liability is on you, he said.

Aggressive guests. Following a few simple steps can appease most aggressive guests. Provide them with an opportunity to complain. Give them your full attention – don’t try to talk over them – then paraphrase what you think they’re saying. Apologize if necessary, explain the rules if you have to and ask what else you can do for them. For most customers, that will be enough.

Armed intruder. Most law enforcement officials will tell you to run, hide, fight and regroup until the police arrive. If calling 911, you should provide the number and location of the active shooters, a physical description, the number and types of weapons they’re carrying and the number of potential victims.

— Matt Milkovich, managing editor