Story by Whitney Baxter
A child screams in delight as they rocket down the volcano slide, just one of many thrilling activities at the sprawling Cox Farms agri-tainment venue outside Centreville, Virginia. Creating those moments of joy (or terror) is what Lucas Cox-Galhotra (’05 horticulture) enjoys most about his role as co-farmer-in-chief.
“Having fun and creating a fun environment for people to be in are important to me,” he says.
Cox-Galhotra returned to his family’s business, established in the 1970s, after graduating from Iowa State. He used what he learned to run the greenhouse for a few years, expertly growing fruits and vegetables to sell.
With agritourism concepts on the rise in the late 2000s, Cox Farms shifted its focus from greenhouse produce to an annual Fall Festival. The on-farm festivities have continued to grow, now attracting tens of thousands of visitors seeking memorable, family-friendly experiences Labor Day through early November.
One of the more popular activities is the “world-famous hayride.” Unlike a typical hayride at a pumpkin patch, this 20-minute ride transports riders through creative scenes. Riders never know what’s waiting around the next bend – dinosaurs, an Old West town or real-life aliens who hand out high-fives. And when the hay wagons get “stuck” in the mud, a superhero appears to save the day.
As Cox-Galhotra’s dad, Eric Cox, says, “If you put enough weird stuff out, everyone will find something they like.”
For example, they created the Fields of Fear to attract teenagers and college-aged kids. Complete with a haunted trail and a fire pit area for hanging out, Cox-Galhotra says it has quickly become a popular place.
Beyond the thrills, Cox-Galhotra says what has helped make the business so successful is the glimpse into agriculture it offers locals in the Washington, D.C. area.
“It’s special when they get to see cows and pigs. They’re just not used to seeing farm animals,” he says. “That experience cultivates conversations among kids and their parents.”
One thing he has learned is their business shifts about every 10 years or so, requiring them to keep things new and exciting for visitors.
“You can’t be too rigid about what you think your business should be,” he says. “Make it what your customers want.”
