Sound of Music

Hosting a concert series draws new visitors to orchard.

by Lorne McClinton

Most U-Pick orchards have called it a day by 7 p.m., but tonight, Friday, August 23, 2024, Chudleigh's Entertainment Farm, in Milton, Ontario, is just getting ready to start jumping. Half an hour before showtime over 600 people are clamoring to get in to see the first of two shows that the tribute rock band, British Legends, will be performing. In quick succession, concert goers will see top notch performances by Rod Stewart, Mick Jagger, and Freddie Mercury impersonators.

Chudleigh's, one of the most popular ag-tourism venues in Ontario, has been hosting a concert series featuring tribute bands from the 1970s and 80s every Friday and Saturday night from June through October, since 2018. It's become wildly popular; each of the four weekend shows draws between 600 and 700 concert goers. Little wonder, the performers are amazing, and the shows are a lot of fun. People are up dancing almost as soon as the band strikes up the first chords of Rod Stewart's Maggie May.

U-Picks have changed dramatically over the years, explains orchard owner Scott Chudleigh. When his parents founded the operation in 1967 a typical customer would buy 100 pounds of apples at a time. Now the average customer may buy five pounds, but some won't buy any, they only want to take photos to post on social media. But they still use all the facilities. Chudleigh's started charging an admission but they were still getting overrun. Thousands would show up in the middle of the day and everyone would be ordering food at the same time. Having people buy tickets in advance online, for a 3-hour timeslot, solved the issue.

Above. The bands' performances get the kitchen staff dancing, too. The concert series draws between 600 and 700 per show. Scott Chudleigh's goal is to give his customers a first-rate family entertainment experience while they buy apples and apple products.

Their operation is honed to create a first-rate family experience, Chudleigh says. Their high-density-style orchard U-Pick means there are no tall trees or ladders to negotiate, just easy apple picking. It's the same with the playgrounds. Everything's simple and inviting. Their brand epitomizes an idealized Canadian country lifestyle; beautiful flowers are everywhere. A family-oriented concert series fits right in.

"We had everything needed to host a music festival already," Chudleigh says. "We had washrooms, a restaurant, parking, and seating. It's not a massive venue, 700 people tops, but it has everything you want for a concert."

While Chudleigh did some marketing to launch the concert series, it largely grew by word of mouth. Three generations of families often attend together. Sometimes you'll see a wedding party, a girls' night, or a neighborhood get together, too.

"We want people to gather here to enjoy the outdoors and have a quality experience," Chudleigh says. "And that's the way the music has evolved. We now have higher quality sound, better light shows, and these bands are pros. They're just fun to watch. The bands love playing here, too."

Above. British Legends tribute group, Sean Hauk playing Freddie Mercury, Doug Varty as Rod Stewart, and Chris Banick as Mick Jagger, put on an electrifying show at Chudleigh's Entertainment Farm.

"What's it like playing in an orchard?" Mick Jagger impersonator Chris Banick asks. "We don't really see any trees, but it's a real treat to play here. It's the only place where we get to use a log cabin for a green room."

"It's so much fun because the crowd is really responsive," Rod Stewart impersonator Doug Varty says. "Everybody is here for a good time. It's a very different audience compared to a theater. It's a family setting. It's not just the boomers, there are a lot of kids and they're up dancing too."

"We keep concert ticket prices in the $18 to $30 range, so it meets our family-oriented entertainment goals," Chudleigh says. "I think the level of talent we feature here gives our customers way more than what they're paying for. The concerts help sell more apples [and apple products] and that has got to be our guiding light. But it also really fits our brand. Families, friends, and work groups come and pick together, come and listen to music together. They get to know each other, it's healthy." ‡