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Photos provided by Jorgensen Ranch & Cattle
We initially ran the lodge as an extension of our home , but if we wanted to be successful , we had to change that mindset and manage the hunting enterprise as an extension of our business , raising standards and managing expectations with satisfied customers returning year after year
“ We initially ran the lodge as an extension of our home , but if we wanted to be successful , we had to change that mindset and manage the hunting enterprise as an extension of our business , raising standards and managing expectations with satisfied customers returning year after year ,” Nick said .
Nick acknowledges that they ran the hunting business at a loss longer than they should have , but the family was hesitant to raise prices .
“ We didn ’ t understand cost structure or what customers were willing to pay for , but it turns out that a memorable experience is worth the price ,” Nick said . “ Ultimately , we have gotten to the right place with our pricing and services , but our goal is to always make it better .”
The Jorgensen family is very open , transparent and willing to share their experiences about what they do with guests . Education is a critical component of the visitor experience , and every hunt package includes a farm tour . The family shares their story and demonstrates how food makes it from the farm to the plate . Most of their guests have no connection to agriculture , so this is one way to build a relationship with consumers and educate them about beef ’ s role in sustainability .
“ First and foremost , we are farmers and ranchers who decided to get into the hospitality business ,” Nick said . “ It is important that we share what we do with our guests .”
Nick ’ s advice to other cattle producers looking to diversify is to get into something that makes business and financial sense for the operation and recognize that it takes more than a mere desire to make it sustainable . He cautions that the hospitality industry is vastly different than farming and ranching , and the relationship with customers is different as well .
“ Make sure you protect your core and never put the primary business at risk ,” Nick said . “ Recognize what your main business is , and learn how to allocate resources right away .”
Further east and closer to heavily populated cities , on-ranch activities bring the beef industry ’ s message to students of all ages .
DIRECTIONS 2023 NATIONAL CATTLEMEN 18