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grow-your-u-pick-with-season-passesHow Pure Land Farm Makes 25% of Its Revenue Before Anyone PicksMegan Neubauer runs a 100% pick-your-own farm in McKinney, Texas — 250 pickers a morning, four mornings a week, two people. It ran first come, first served–until her best customers stopped getting in. Now admission is a quarter of her revenue, and season passes sell out before opening day.On-Demand VideoSales & MarketingPick Up Siteshttps://www.farmhand.partners/workshop-watch/grow-your-u-pick-with-season-passesThe Two Customers You Already HaveEvery farm serves two groups wearing the same clothes — the people who come once a summer and the people who spend $50 a week. Megan shows how to tell them apart using data you already have.Build the Pass Around Your CapacityNine seasons of tiers, access levels and scarcity — including the weekday-only pass she invented when Saturdays topped out, and the six terms she puts in front of every buyer.Stop Giving Away AccessFree reservations no-showed a third to half the time. Admission is now a quarter of Pure Land's revenue, and the research says visitors already expect to pay it. Megan walks through the math.Meet Megan NeubauerMegan Neubauer farms Pure Land Farm in McKinney, Texas — 100% pick-your-own organic fruit and vegetables, grown regeneratively and worked by two people with no hired help. Nine seasons in, the farm runs four picks a week across an eight-week summer, draws around 250 people a morning, and sells out its season passes before opening day. It didn't start that way. It started with single tickets, first come first served, and her best customers losing out to strangers. In this workshop, Megan — who wrote Pick Your Own Farming — shares exactly how she rebuilt it: how she identified her regulars, how she tiered and priced the pass, the terms she makes every buyer read, and the hard lines that keep a two-person farm a two-person farm.
- Learn how to separate your regulars from your tourists — and which one to build the business around
- See the exact season pass structure, tiers and terms that took nine seasons to get right
- Get the real numbers: no-show rates, what people expect to pay, and where the revenue sits
