Schusters

What Schusters does

Schuster's Farm is a family-owned and operated seasonal agritourism destination located in Deerfield, Dane County, Wisconsin, on a short drive east of Madison. The business is run under the legal entity Schuster's Playtime Farm, Inc. by founders Don and Theresa Schuster (who purchased the property in 1990) together with their children Hugh, Christian, and Sarah, and Sarah's husband Mitchell ("Director of Fun," full-time since 2022). The operation is bootstrapped, with no outside investors, and is the only remaining round-barn site still standing in Dane County—a 60-foot-diameter 1903 limestone structure that has received preliminary approval for the National Registry of Historic Landmarks and has undergone multi-stage restoration since 2001.

The commercial offering is built around two seasonal windows: "Bloomin' Fun" (summer, beginning August 1) featuring zinnia and sunflower fields, baby-goat interactions, wagon rides, a playground, weekend live music, and themed events such as Reptile Rendezvous, Yoga, Pirates & Princesses, and Crowns & Capes; and the "Fall Festival" (September through early November) centered on an 8-acre proprietary corn maze, a 14-acre U-pick pumpkin patch planted with ~3 dozen pumpkin and squash varieties, and "The Barnyard" with 70+ attractions. A separately branded Haunted Forest (schustershaunt.com) operates Friday/Saturday nights in October. The farm monetizes via per-person admission ($10–$17 depending on day/season), a $35 season pass, school field trips at $8/student, food and beverage (in-house Bakery Barn, Mitchell's MiniBar, Sarah's Snack Shack, plus rotating weekend food trucks), a Country Store, and venue rentals (Round Barn $350/4 hours, bonfire spaces $75–$160+, full private-farm rental $4,000 minimum). Distribution is direct-to-consumer through on-site walk-ups, online pre-purchase on RegFox/TicketSpice, and group reservations, supported by a website, SquareUp email list, and TikTok (@funnyfarmermitchell).

Customer segments are diversified across families with children (primary), K–12 school groups (guided tours staffed by current/retired educators), corporate and company outings, private celebrations (birthdays, reunions, memorials), and adults seeking date-night programming with live music. Pricing varies by weekday vs. weekend, online vs. at-farm, and age, with weekday passes sold only at the farm and weekend passes carrying a modest online discount. The business carries no patents, holds no disclosed certifications, and operates exclusively within the U.S. domestic market.

Name

Schusters

Legal name

Schuster's Playtime Farm, Inc.

Website

https://schustersfarm.com

Company type

Private

Founded year

1993

Operating status

Operating

Short description

Schuster's Farm is a family-owned seasonal agritourism destination in Deerfield, Wisconsin, operating a summer flower festival and fall festival featuring an 8-acre corn maze, 14-acre pumpkin patch, 70+ Barnyard attractions, historic 1903 round barn, and separately branded Haunted Forest, serving families, K-12 school groups, corporate outings, and private event hosts.

Ownership category

akta.pro rank

Product category

Agritourism / Seasonal Farm Attractions

NAICS

Corn Farming (11115), Nursery, Garden Center, and Farm Supply Retailers (444240)

SIC

Agricultural Production-Crops (100), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Agritourism Eco-Lodges & Farm Nature Stays (THAAAHAL)

akta.pro secondary industries

Farm Stays & Agritourism Lodges (THAMADAH), Farmers’ Markets & Farm Stands (Fresh Food) (CRAHAHAE)

Keywords

• Seasonal agritourism
• Corn maze attractions
• Pumpkin patch U-pick
• Fall festival events
• Farm venue rentals

Headquarters

HQ city

Deerfield

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D, Others

Revenue model

1. General Admission and Activity Fees: The primary revenue stream comes from admission tickets to the farm's attractions. Summer admission includes access to zinnia and sunflower fields, wagon rides, Backyard Playground, baby goat interactions, and live music on weekends. Fall admission includes The Barnyard (70+ attractions), corn maze, wagon ride to pumpkin patch, and farm animals. Additional activities like apple cannon shots, gemstone mining, and specialty attractions are available for extra fees. Pricing varies by season, day of week (weekday vs weekend), and online pre-purchase vs at-farm purchase.
2. Food and Beverage Sales: On-site food and beverage operations include a Bakery Barn (hand-dipped caramel apples, apple cider donuts, brownies, cookies, hot cocoa, coffee, cider), Mitchell's MiniBar (craft beer, wine, spiked hot drinks, hard seltzers), Sarah's Snack Shack (soft pretzels), and rotating food trucks on weekends (Gloria's Mexican Food, El Alegre, Cheat Day smash burgers, Eat Da Meats BBQ, Ranging Rooster, Banzo Mediterranean). Food trucks operate on weekends only.
3. Private Event and Facility Rentals: Revenue from renting facilities for private events including: Round Barn rental ($350 for 4 hours, minimum 50 guests), Bonfire/picnic space rentals ($75-$160 depending on group size), Private Farm rental ($4,000 minimum for exclusive use May through September), Summer Tent rental ($150 for 3 hours), and Big Red Shed/Patio rentals. These are booked through the group reservations process.
4. Retail Sales: Revenue from the Country Store selling jarred goods, stuffed animals, local crafts, candles, and apparel. Also includes U-Pick flower cups ($12.95/cup during summer) and pumpkin/produce purchases. Photography sessions by professional photographers require paid admission for both photographer and clients.
5. Field Trip and Group Tour Fees: School field trips generate revenue at $8.00 per student (guided tours require minimum 20 children, $160 minimum). Summer field trips are $8 per camper. Virtual field trip educational content is provided free as a marketing tool to drive in-person visits.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Schuster's Farm is a family-operated seasonal agritourism destination that sells admission-based farm experiences to the public. Its summer season ('Bloomin' Fun') features zinnia and sunflower fields, wagon rides, baby goat interactions, a playground, and weekend live music; its fall season centers on an 8-acre corn maze, a 14-acre U-pick pumpkin patch, 70+ Barnyard attractions, and farm animals. The farm also sells food and beverages (Bakery Barn, MiniBar, Snack Shack, food trucks), retail goods (Country Store), and rents its historic Round Barn, bonfire spaces, and the entire farm for private events, company outings, birthday parties, and school field trips.

Product overview

Schuster's Farm (also known as Schuster's Playtime Farm) is a family-operated agritourism destination offering seasonal experiences built around a core portfolio of attractions. The business operates primarily as two distinct seasonal offerings: 'Bloomin' Fun' in summer (featuring flower fields, baby animals, and live music from late July through August) and the 'Fall Festival' (centered on an 8-acre corn maze, 14-acre pumpkin patch, and 70+ barnyard attractions from September through November). These core products are supported by venue rental modules including the historic Centennial Round Barn, private bonfire spaces, company outing packages, field trips (both in-person and virtual), and birthday party packages. Food and beverage services include the Bakery Barn, Mitchell's MiniBar, Sarah's Snack Shack, and rotating food trucks. The farm also operates nighttime experiences including the Haunted Forest and Flashlight Maze during fall weekends. The business is a single unified operation rather than a platform-plus-modules architecture, with all products tied to physical on-farm attendance and admissions.

Differentiator

Problem solved

Functional benefit

Products and services

• Bloomin' Fun (Summer Season Admission) Seasonal summer admission product featuring zinnia and sunflower fields, baby goat interactions, wagon rides, Backyard Playground, and weekend live music; aimed at families, groups, and adults seeking outdoor entertainment. Ticket prices: Ages 3-59 $13.98+tax, Seniors 60+ $12.00+tax, Ages 2 and under FREE; U-Pick Flower cups $12.95/cup.
• Fall Festival Admission Seasonal fall admission product (September–November) including The Barnyard with 70+ attractions, the 8-acre corn maze, wagon ride to the 14-acre pumpkin patch, and farm animals. Weekend passes: September $15.50 online/$15.75 at farm; October $16.50 online/$16.75 at farm; Ages 60+ $13; Ages 2 and under FREE. Weekday pass $10 at farm only.
• Corn Maze An 8-acre corn maze open day and night, divided into two halves for different navigation abilities, featuring interactive games (FSI Farm Scene Investigation, Cornundrums, Trivia Passport), Flashlight nights on weekends, and an annual themed design (e.g., 2025 UW Women's Hockey National Champions with Bucky Badger). Included with fall admission; separately ticketed Flashlight Corn Maze at $10 at farm on Haunted Forest nights.
• U-Pick Pumpkin Patch 14-acre U-pick pumpkin patch featuring 3 dozen varieties of pumpkins and squash, plus gourds, corn shocks, and straw bales, accessed via wagon ride. Pumpkins included with full fall admission (Full on Farmer Pass includes a $10 pumpkin). Adjacent Country Store sells jarred goods, stuffed animals, local crafts, candles, and apparel.
• The Barnyard (70+ Attractions)

Quantifiable outcome

• 70+ attractions and activities in The Barnyard area
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered minor.

• The MAiZEminorStrategic or Co-development PartnerSchuster's Farm is a member of The MAiZE, an agritourism network of corn maze farms. This membership provides industry association, cross-promotion, and shared best practices among member farms. The MAiZE connection positions the farm within a broader network of similar attractions.
• Food Trucks (Gloria's, Giumos, El Alegre, Cheat Day, Eat Da Meats, Ranging Rooster, Banzo)minorChannel Partner/ Reseller/ DistributorRotating lineup of local food trucks serve various cuisines at the farm on weekends. Gloria's and El Alegre serve Mexican food, Cheat Day offers smash burgers and vegan options, Eat Da Meats provides BBQ, Ranging Rooster serves chicken tenders, and Banzo offers Mediterranean cuisine. These vendors generate revenue through food sales while enhancing the farm's food and beverage offerings.
• WPS ReptilesminorOthersWPS Reptiles provides reptile handling and educational experiences during Reptile Rendezvous events in both summer and fall seasons. The vendor brings lizards, snakes, turtles, and tortoises for up-close encounters with farm visitors.
• Agape Ranch (Nonprofit)minorStrategic or Co-development PartnerAgape Ranch, founded by Mark and Leslie Johnson, is highlighted in the 2025 corn maze design. The nonprofit provides equine and ranch-based opportunities to nurture children, strengthen families, and build community. The farm's corn maze featuring Agape Ranch serves as a platform to raise awareness for this local nonprofit.
• Live Music Performers (Sam Rodewald, Deliberate Vibrations, Becca Murray, etc.)minorChannel Partner/ Reseller/ DistributorIndividual musicians and bands perform at the farm during summer (Friday and Saturday evenings) and fall (weekends and select Thursdays). Performances run 5:30pm-7:30pm in summer and 7-10pm in fall. Live music is included with farm admission and serves as a key weekend attraction.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Pigeon Roost Farm: Family-owned pumpkin farm in Hebron, Ohio, with U-pick pumpkins, corn maze, and fall festival activities. Comparable family-owned seasonal agritourism operator in the Midwest-adjacent region.
• Liberty Ridge Farm: Family agritourism farm in Schaghticoke, New York, featuring a large corn maze, pumpkin patch, and fall festival activities. Comparable scale, family ownership, and corn-maze-anchored operating model.
• The MAiZE: Agritourism network of which Schuster's is a member, providing corn maze design, operating standards, and cross-promotion to member farms. Directly comparable business model and operating playbook.
• Exploration Acres: Family-operated agritourism farm in Lafayette, Indiana, anchored by a large corn maze plus pumpkin patch and family attractions. Comparable size, family ownership, and seasonal Midwest agritourism positioning.
• Treinen Farm Corn Maze & Pumpkin Patch: Family-operated agritourism farm in Lodi, Wisconsin (also Dane-adjacent) featuring a large themed corn maze, pumpkin patch, and barnyard attractions. Closest direct regional peer given shared state, season, family ownership profile, and corn-maze-centric operating model.
• The Great Pumpkin Patch: Heritage pumpkin farm in Arthur, Illinois, with 200+ pumpkin/squash varieties and fall festival programming. Comparable family-operated seasonal agritourism operator with deep crop/agriculture emphasis.
• Siegel's Cottonwood Farm: Family-owned pumpkin farm and fall festival in Crest Hill, Illinois, featuring a corn maze, U-pick pumpkin patch, and 30+ attractions. Highly comparable Midwest family-farm agritourism peer with similar pricing structure.
• Goebbert's Pumpkin Patch & Farm: Multi-generation family farm in Hampshire, Illinois, operating a fall festival with corn maze, pumpkin patch, animal land, and food vendors. Directly comparable seasonal agritourism operating model.
• Bloomsbury Farm: Multi-generation family agritourism destination in Cedar Falls, Iowa, with a large corn maze, pumpkin patch, and seasonal events. Closely comparable in scale, seasonality, and event-driven operating model.

Others

• American Dairy Association - Agritourism Farms: Wisconsin dairy industry body promoting on-farm agritourism experiences. Adjacent ecosystem participant that frames the broader Wisconsin agritourism category in which Schuster's competes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/schusters-playtime-farm

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Schusters