Seven short autumn weeks now earn a Western New York pumpkin farm about $2 million a year.
Story Highlights
- Owner Kelly Schultz turned a small pumpkin plot into a large fall attraction near Buffalo.
- The farm brings in about $2 million in revenue during a seven-week season, per reviewed documents.
- More than 100,000 people visit each fall for pumpkins, food, and family events.
- The rise fits a national agritourism boom that rewards farms mixing crops with entertainment.
How a Modest Pumpkin Patch Became a Regional Magnet
Kelly Schultz bought land in Clarence, New York, in the 1990s and built a focused fall business. He opened The Great Pumpkin Farm in 1996 with a clear plan: sell pumpkins and sell the whole season. He stacked weekends with contests, music, food, and kid-centered rides. Crowds grew. The farm now sees well over 100,000 visitors each fall, turning a few festival weekends into a steady draw for families across the region.
Documents that CNBC reviewed report the farm generated about $2 million in revenue in 2025, despite operating for only about seven weeks. That level of income for such a short window reflects careful pricing, strong per-guest spending, and the pull of tradition. People do not only buy a pumpkin. They buy a day: admission, snacks, hot cider, a ride, a game, and photos that mark the season.
The Business Mechanics Behind Seven-Week Revenue
Short seasons force strict planning. Schultz built systems that turn busy weekends into profit engines. The team staggers attractions so guests move, spend, and stay longer. Food stands sit near lines. Photo spots lead to markets. Ticket tiers capture more value from peak days. Rain plans protect revenue with covered spaces and flexible programming. Each choice reduces risk from weather and traffic, the two threats that crush seasonal farms if ignored.
Differentiation keeps families coming back. The farm adds new features yearly and refreshes crowd favorites. Signature events like weigh-offs, themed rides, and corn mazes set it apart from basic patches. The site also expanded from the original acreage to a larger footprint over time, giving room to park cars, handle lines, and scale concessions. Growth stayed tied to what families value in fall: simple fun, safe space, and clear prices that do not surprise at the gate.
Why This Fits the Agritourism Boom—and Why It Stands Out
Farms across the country now mix crops with tourism to steady income. Federal research shows agritourism revenue climbed sharply over the past two decades as operators added festivals, on-farm sales, and activities. This strategy helps farms deal with thin margins, price swings, and rising costs. It also boosts nearby towns by pulling weekend traffic that spills into local diners, shops, and hotels along the way.
'Everyone laughed' when he started a pumpkin farm—now it brings in $2 million a year – Kelly Schultz bought a pumpkin farm in 1996. He transformed it into a seasonal attraction that draws in 100,000 visitors each fall. Via @CNBC:https://t.co/pzr9JNE2JI
— 🌊💙 Viking Resistance 💙🌊 (@BlueCrewViking) October 17, 2026
Even in that boom, Schultz’s results sit near the high end. Many pumpkin festivals aim for tens of thousands of guests; some reach the low six figures. Hitting more than 100,000 visitors and about $2 million in seven weeks takes unusual execution: tight operations, constant upgrades, and reliable safety and service. That mix aligns with common sense and conservative values: build, differentiate, watch costs, and let customers vote with their feet and their wallets.
Lessons For Owners Who Want to Copy the Model
Start with flow, not flash. Map parking, lines, and bathrooms first; delight comes next. Price simply, bundle smartly, and keep weekend programming tight so families see value right away. Add food that travels well and cooks fast. Design rain backups so bad weather becomes a slower day, not a lost day. Grow only as fast as you can serve. One blown weekend can erase thin seasonal profit, so invest early in traffic control, safety staff, and point-of-sale speed.
What Keeps the Flywheel Spinning Each Fall
Tradition is the moat. Families return when memories compound. Schultz turned a purchase into a ritual by setting annual anchors—opening weekend, marquee contests, and new features that reward repeat visits. Media attention compounds the effect, but only if the experience stays consistent. A farm cannot control the weather. It can control lines, smiles, hot cider that stays hot, and a clean path from parking lot to pumpkin wagon and back again without stress.
