Facing a prolonged oversupply of grapes and declining revenues, wine producers across California’s North Coast are increasingly turning to agritourism as a lifeline—offering farm stays, camping experiences, and outdoor activities to diversify income and attract new visitors.

For Mark and Tammy Lipps, owners of The Ripe Choice Farm Stay and Catering near Lakeport, expanding beyond traditional farming has become essential. Their six-acre property now hosts guests through platforms like Hipcamp and Harvest Hosts, drawing travelers eager for rural escapes, stargazing, and hands-on farm experiences.

The couple moved from Manhattan Beach to Lake County just days before the COVID-19 lockdown in 2020. Since then, they have transformed their farm into a multifaceted business that includes vineyards, orchards, event spaces, cooking classes, and overnight accommodations in both a historic farmhouse and barn loft. Visitors can also enjoy meals prepared with locally sourced and farm-grown ingredients.

This diversification has helped offset mounting challenges in the vineyard. One of their organic merlot plots, which costs about $12,000 annually to maintain, produced grapes that went unsold last year due to the market glut—highlighting the financial strain facing growers.

Similar struggles are unfolding further north at Nelson Family Vineyards in Mendocino County. The 1,500-acre ranch, which includes wine grapes, pears, livestock, and other crops, has seen grape revenues decline significantly in recent years. Even bulk wine sales—once a fallback option—have dropped sharply amid oversupply.

In response, the Nelson family has leaned into tourism and direct-to-consumer sales. During the pandemic, they introduced RV camping through Harvest Hosts and Hipcamp, offering scenic, no-hookup sites overlooking Ukiah Valley. These visitors often participate in wine tastings and purchase products like honey and jams, creating new revenue streams.

The ranch has also revived a decades-old roadside produce stand, now operated in partnership with local farms, as part of its broader strategy to adapt to changing market conditions. “Sometimes it works, sometimes it doesn’t—but we keep experimenting,” said second-generation operator Greg Nelson.

A new California law could further accelerate this shift. Assembly Bill 518, known as the Low-Impact Camping Areas Act, allows counties to approve small-scale campgrounds with simplified permitting. Properties meeting certain criteria can host up to nine campsites, including limited RV spots, without undergoing the costly state approval process required for traditional campgrounds.

Local governments in counties like Mendocino and Sonoma are now working on implementing ordinances that could make it easier for vineyard owners and farmers to participate. Officials expect the new framework to open opportunities for properties that were previously restricted under agricultural zoning rules.

Supporters argue the law could not only provide relief for struggling farmers but also help address California’s shortage of camping spaces while boosting rural economies. Organizations such as Save the Redwoods League and Latino Outdoors say expanded access could make outdoor recreation more inclusive and accessible.

Data from Visit California underscores the growing economic impact of camping tourism. In Sonoma County alone, campground visitors spent nearly $100 million last year, marking significant growth since before the pandemic. Similar trends are seen in Mendocino and Lake counties, where camping-related spending continues to rise.

As California’s wine industry navigates uncertain terrain, agritourism is emerging as a crucial strategy—helping farmers stay afloat while offering travelers new ways to experience the state’s agricultural heritage.