Mulberry Lane Farm in Hilbert is celebrating its 20th anniversary in October.
The farm, owned by Bonnie and Patrick Keyes, attracts over 62,000 annual visitors for hands-on educational experiences.
Even though the Patrick Keyes turn 70 this year, the duo has no plans to retire any time soon.
Bonnie and Patrick Keyes, owners of Mulberry Lane Farm in Hilbert, are getting ready for the busiest time of the year. Every October, thousands of people pour into their farm to visit the animals, pick out a free pumpkin, and learn about life on the farm.
And this year will be even more special than most as Oct. 1 marks the couple’s 20th year in business. The day will be celebrated with a roll back in admission to what was charged in 2005.
Back in 2005 when they started, there were people in the small community who questioned their ability to succeed.
Bonnie recalled, “We always knew it would be successful. After opening, we later learned that some of the local farmers didn’t have the same opinion and many scoffed at the idea. They wondered who on earth was going to pay to come and pet a cow. But we knew we had something.”
Now, with 62,000 annual visitors including about 20,000 families and 6,000 field trips planned for October alone, Bonnie can certainly say their business plan was solid. Both she and her husband had spent about 20 years in the business world when Patrick got a hankering to move back to a farm.
He had been raised in Waterford (Bonnie is an Appleton native) on a hog farm that his family had converted to a petting farm. Despite having established a successful business, Keyes Custom Home Improvements, he became enamored with the idea of buying a farm.
He had started running a sawmill and his mentors, two older gentlemen from the area, became friends. As he learned the trade and worked with them, he was the first person they considered when the time came for them to retire and sell their farm.
“I joke with him that he was having a midlife crisis in his 50s and wanted to move back to the farm,” Bonnie said. “When the property became available, we bought it along with my mother-in-law, Coni.”
Coni was not only a financial backer; she was also Bonnie’s mentor. With Coni’s experience in running a petting farm, she provided the training as Bonnie and Patrick decided to open a similar business.
When purchased, the farm had sat idle for many years and it took about nine months to renovate. Patrick’s sawmill came in handy as he harvested the wood for repairs and had the construction experience needed to rehab the barn and other buildings. As he worked, Bonnie learned.
She said, “Coni had been in the petting farm business since the early 1960s. She was a wealth of information and trained me. Without her, I would have been at a complete loss.”
They opened with the mission to educate school children about farm animals and farming in general by giving tours and providing hands-on learning. To promote the business, Bonnie, Coni, and a few part-timers spent hours writing out invitations to school teachers and daycare owners within a five-county radius.
The marketing worked, and even though they had just opened, they had 3,200 students visit. And the business has continued to grow both in numbers and scope almost every year. It is now a premier agra tourism site.
“We’ve always stressed that we are a petting farm, not petting zoo,” she noted. “We provide a hands-on guided tour with information about the animals geared toward the specific age level of the students. Students will learn about pigs, cows, goats, sheep, chickens, turkeys, ducks, geese, donkeys, horses and more. All students are encouraged to have first-hand experience by touching all of the animals.”
Instead of standing outside of a fence looking in, children enter the pens. The guide shows the students the proper way to hold an animal before entering the pen so that they are prepared to meet some of the 300 animals that reside there.
With that many animals, a great amount of the acreage is dedicated to growing alfalfa, corn, and hay for feed. While Bonnie is responsible for administrative tasks, Patrick handles most of the operational jobs. They also have help including three full timers and up to 40 part-time employees to work during the seasonal rush. There is much to do.
“We have a wonderful team,” Bonnie said. “Patrick oversees the animals, buildings, land, and machinery and together, we make sure all areas are covered. We also have a main manager, Cindy, who has been with us for 20 years, a co-manager who has been here for 15, and a farm hand from Honduras who has been here four years.”
The tenure of the team members attests to the joyful spirit of the farm. Even though it can be exhausting at times, there is a great sense of satisfaction in seeing the enjoyment of students and families. It is a unique experience.
In addition to the hands-on animal visits, fall activities include hay rides, a visit to the pumpkin patch, games, buildings to tour, a Sugar Shack, a gift shop, and a food truck with seasonal treats like caramel apples and apple cider donuts. Every year brings new adventures.
This year’s addition was camps for kids, and the first two posted sold out within 48 hours. As additional camps were added, they also quickly reached capacity. The itinerary included activities like making butter and ice cream, craft time, and educational sessions on animal care, growing pumpkins, and the use of farm equipment.
The addition of the camps and other events will help to make up for lost wedding revenue. On average, the Keyes hosted more than 20 weddings a year in the barn. However, a new law in Wisconsin that the Tavern League of Wisconsin lobbied for, will greatly restrict the number of weddings that can be held without acquiring a liquor license and meeting other regulations.
Since weddings grew in popularity organically and weren’t part of the original plan, the Keyes are convinced that the continuous growth in visitors will make up for it. They now have a 4,000-square-foot barn with lighting, indoor plumbing, and tables and chairs that can be used for non-alcohol events.
“We don’t want to be in the bar business,” Bonnie commented. “To continue doing the same number of weddings, we would need a liquor license, walk-in cooler, and commercial kitchen. Our goal is to keep the farm as traditional as possible. We’re found that the parents of toddlers are wanting to get back to nature; to show their children where their food comes from. This is a wonderful place to get away from the electronics and cuddle the farm animals.”
A look at the map posted on their website, mulberrylanefarmwi.com, provides a glimpse into all of the ways they are creating a place that succeeds by offering an extensive view of farm life.
After 20 years of hard work and with a daughter and grandchildren now working in the business, a logical question is, “How much longer will the Keyes continue as the primary managers?”
Bonnie was quick to answer, “Farmer Pat turned 70 in August and I asked him, as I often do, if he is ready to retire. It is the same answer that I give. Neither one of us wants to retire; we’ll do this as long as we can.”
Tina Dettman-Bielefeldt is co-owner of DB Commercial Real Estate in Green Bay and Past District Director for SCORE, Wisconsin.
