Kackleberry Farms' online bookings’ share jump from 10% to 90% with Beyonk
Discover how Kackleberry Farms moved from a business built on in-person ticket sales to one where 9 in 10 guests now book online, without losing the personal, on-brand feel that makes the farm what it is.
Background
Kackleberry Farms is a family-owned agritourism destination in Monroe, Michigan. Founded in 2005 and now run by the Middleton family who took over the business a couple of years ago, the farm hosts seasonal events throughout the year, with its fall festival as the biggest draw, welcoming around 25,000 guests across 8 weekends.
Beyonk has always taken the time to understand our business and our goals. We feel like we're actively listened to, and there's a partnership in this. It's made a real difference and gives us confidence that we're working with a company that's invested in our long-term success too, not just their company as well.
Trevor Middleton, Marketing Manager, Kackleberry Farms
The challenge
Before Beyonk, Kackleberry Farms had tried two other ticketing providers, and most guests still ended up buying in person on arrival rather than booking ahead online. Part of the challenge was trust: embedding a third-party checkout into their website meant losing the consistent, branded feel that gives guests confidence to complete a purchase before they've even set foot on the farm.
They wanted a platform that could match their branding, so customers felt like they were booking directly with the farm rather than being handed off to another system, a shift that mattered as much for getting people to book online as it did for looking the part.
How we helped
A branded, embedded booking experience
Beyonk let the team fully customise the checkout to match their website, so the booking journey feels like a natural part of the Kackleberry Farms site rather than a third-party system customers are redirected to. That consistency gave guests the confidence to complete a booking online rather than waiting to pay on arrival.
A faster, lower-friction checkout
A fast, simple checkout removed the friction that used to push guests towards paying in person. Guests now complete a purchase in an average of 2 minutes 39 seconds, and cart abandonment sits at just 37%, well below the typical industry levels of 60%.
Reporting and analytics
The dashboard gave the team visibility they'd never had before: tracking marketing performance, monitoring how long customers take to get through checkout, and understanding customer behaviour in one place.
Marketing software and geographic targeting
Using Beyonk's built-in marketing tools for around 6 months, the team can now see demographic and geographic targeting data, showing where visitors are coming from and helping shape marketing attribution, insight that simply wasn't available when most bookings happened at the gate.
The visitor heatmap shows just how local Kackleberry Farms' audience is: and that level of detail lets the team focus marketing spend on the areas guests are actually travelling from, rather than guessing.
The Media Hub
Customers upload their own photos and reviews via the Media Hub, which Kackleberry Farms now draws on for social content on Facebook and Instagram. 29.5% of all written feedback responses from visitors have also submitted photos with this.
It's helped turn one-time visitors into repeat guests who see themselves as part of the farm's story.
We loved the customisability of embedding into our website. We can change the logo, the colours, everything to match our site, so it still feels like it's all our brand and customers aren't purchasing from a third-party system.
Trevor Middleton, Marketing Manager, Kackleberry Farms
Extracted from Kackleberry Farm's Media Hub | Kackleberry Farms
The results
The headline: online bookings have flipped from 10% of total sales to 90%, with in-person purchases now making up just 10%. For a business that used to run almost entirely on gate sales, that's a fundamental change in how guests engage with the farm, and it gives the team richer customer data while taking pressure off on-site operations.
That shift holds up under the numbers. Guests rate their experience with an NPS score of 65.5% and an average satisfaction score of 8.79. Around 8% of customers are repeat visitors, with each booking bringing an average of 3.6 attendees, a sign of family and group-sized trips returning season after season now that booking ahead online is the easy option.
The team has also seen a meaningful drop in admin workload. Reporting that once meant manually exporting and working through spreadsheets is now built into the Beyonk dashboard, covering customer demographics, geographic trends and sales performance in real time.
One of my favourite features is going through the marketing software and seeing the demographic and geographic targeting. I get to see where everybody's buying from, where they're coming from, and that really helps with targeting them and with marketing attribution.
Trevor Middleton, Marketing Manager, Kackleberry Farms
Why choose Beyonk for your farm attraction
For most farm attractions, the season is short and intense. Getting guests to book ahead, rather than queue at the gate, makes all the difference to how smoothly it runs. Beyonk gives farm and seasonal event operators a booking platform that looks and feels like their own site. It's fast enough to remove the friction that pushes guests towards paying in person, and it's backed by reporting that replaces manual spreadsheet work with real-time insight into who's visiting, where they're coming from and how they're spending.
With built-in marketing tools, guest feedback collection and a Media Hub for user-generated content, Beyonk helps farms like Kackleberry turn gate-day guests into online bookers, and first-time visitors into repeat guests.
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