Helping to Create Marketing For Dog Walking Paddocks
In the wake of the challenges faced by British farmers, highlighted by the TV show Clarkson’s Farm, the need for diversification has become more apparent than ever. Factors such as the phasing out of the Basic Payment Scheme, rising interest rates, high energy costs, and inflation in input costs have compelled farmers to explore alternative income streams.
One innovative solution gaining traction is providing safe havens for dog walkers on unused land. While dog walkers and farmers may not have been natural allies in the past, the landscape is evolving as landowners across the UK capitalise on renting out countryside spaces for pet exercise.
Over the past few years, our agency has witnessed the positive impact of this trend. We’ve partnered with numerous farmers to establish an additional income stream by allocating portions of their land for dog owners to exercise their pets securely, away from other people and animals.
This diversification strategy enables farmers to utilise marginal land, creating a new revenue stream. However, successful implementation requires investment and careful consideration. It’s crucial to research existing dog paddocks in the area and identify unique offerings to stand out.
Creating a secure dog paddock involves planning and obtaining necessary permissions for a change of use from agricultural land. Most planning authorities view this favourably, considering it as acceptable since there’s no permanent development on the site. Many farmers choose underutilised or low-value land for this purpose.
Setting up the new venture as a separate entity is advisable, with the land rented from the main farm at a nominal fee. This structure helps avoid the need to increase prices to cover VAT, as dog owners cannot claim it back. Any potential inheritance tax implications can be managed, with the option to resume agricultural classification if circumstances change.
Key factors for a successful project include easy site access, detailed risk and management assessments, competition analysis, adequate fencing, defined opening hours, and public liability insurance. An easy-to-use website with an automated booking system, coupled with effective marketing through signage, social media, and local advertising, is crucial to growing the customer base.
Pricing tiers based on time allocation and the number of dogs in the meadow are common, with a focus on competitive rates in the local area. Surprisingly, many farmers who have ventured into dog walking paddocks have experienced high popularity and return on investment, prompting the expansion of fields dedicated to the service.
At S.C. Agency, we offer comprehensive assistance in marketing and promoting your dog walking paddock. From creating websites with automated booking systems to designing branding, signage, advertising materials, and establishing a social media presence, we provide end-to-end support.
To explore the possibilities, contact our agency and schedule a consultation with Lorna Dodge at 01536 648006 or email lorna@scagency.co.uk.
