Today we’d like to introduce you to Jeff Manley.
Jeff, can you briefly walk us through your story – how you started and how you got to where you are today.
My mentor and former boss, S. Truett Cathy (RIP), Founder and CEO of the Chick-fil-A Corporation purchased the original 370 acres of what is now The Rock Ranch in 1989. Truett had asked me to come work for him after I graduated from college. Not wanting an “inside” job, Truett purchased the property needing much TLC so that I might both be gainfully employed and never run out of things to do. The ranch has grown in phases since then. First was the “fix it up” phase, replacing fences, renovating pastures, repairing the barns and the 7 houses on the property. Next was the “let’s overstock the pastures with cows from Texas and Kansas that are taller than our fences” phase. Then came our “lets learn about the cattle industry by drinking out of a fire hose” phase. Then finally, a “balance and long sigh” phase followed by the “cattle prices are in the tank, lets diversify” phase. Then the “not sure people are a crop” phase. Then a “slow growth” phase to a “where did all these people come from” phase. After that has been the “great joy in my mentor and boss’ final years” phase to the “why does everyone consider us a leader in the industry” phase to today’s “how can we be better stewards uniting families to the land and each other” phase.
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Looking back, it wasn’t smooth but the best thing of all was being so ignorant that you didn’t know it wasn’t. Did that make sense? When we began to diversify the farm into experiences for field trip kids and families, we called it Agritainment. We had no idea that in the Midwest, Europe and especially New England there was a thriving industry called Agritourism. Here in GA, very few folks were doing what we know now as Agritourism so we were mostly an island trying to invent every wheel as the need arose. In 1997, I learned of a group called the North American Farmer’s Direct Marketing Association (NAFDMA) and went to their conference in Flint Michigan. Like a baptism out of muddy water, I couldn’t sleep for the things I learned and the creative ideas I could steal! One of our biggest challenges has been that we are an hour from everywhere. We sit almost in the dead center of the Atlanta, Macon and Columbus triangle. We have had to learn how to not be just a corn maze or a wonderful road side market but more intentionally a destination.
So, as you know, we’re impressed with The Rock Ranch – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
We are a working cow/calf cattle farm with around 240 momma cows. We have some u-pick crops, a great gift shop, and over 30 activities for families to enjoy. To list a few, we have cane pole fishing, paddle boats, a train, pony rides, a carousel, cow train, corn maze, petting zoo, tiny town (a miniature village for kids), zip lines, family tug of war, family dodge ball, a giant jumping pillow, tire swings, gemstone mining, a sports ball toss and speed pitch zone, amazing strawberry ice cream, an underground slide, pipe swings, corn cannons, a pumpkin cannon, 5 farm stay houses for families to rent, 8 Conestoga Wagons (sleeping 8 each) for overnight camping, awesome food and a party barn or two. We do educational field trips for children of many ages with “Pond Life Eco-Adventure,” the study of moving and still-water ecology, “Springtime on the Farm,” learning about new growth and life of Spring, “Georgia History Corn Maze,” all about Georgia’s history, “GA Geology and Gem Stone Mining” and a culinary field trip called “Taste the World.”
We specialize in corporate family appreciation days and have hosted from 50 to over 7,500 friends at a time. We also serve as host to strategic planning with overnight accommodations for around 17 people that like each other or about 32 or so that love each other. We sell our famous grass-raised, grain-finished beef and amazing home-made frozen meals that we call our “Farm to Fork” program. We currently also have two foster homes on the property which has grown from 370 acres to over 1500. We are open to the public seasonally in the Spring, Summer and Fall. We have a great egg hunt and this year will hide 65,000 eggs! We have a patriotic celebration, Celebrate America the last Saturday in June. In the Fall, we host Fall Family Fun Days with themes including, Day of the Cowboy, Up Up and Away Day, the Great Outdoor Adventure, Not so Spooky Halloween and Pumpkin Destruction Day. In the winter we host Country Christmas Nights, offer locomotive train rides through a dancing light show, host Breakfast with Santa, and have the best Santa around for photos and visits in his sleigh.
What role has luck (good luck or bad luck) played in your life and business?)
What’s luck?
Getting in touch: VoyageATL is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.
