Entire Report

G o v e r n o r ’ s C o n f e r e n c e o n To u r i s m
2004 Report
STATE OF SOUTH DAKOTA
M. MICHAEL ROUNDS, GOVERNOR
January 2004
Since taking office a little more than a year ago, I’ve made tourism one of my top priorities. Through
the reorganization of the Department of Tourism and State Development, the creation of the 2010
Initiative, a redesigned 2003 shoulder season campaign and the issuance of the $1 million tourism
challenge, I’ve always found the visitor industry willing and dedicated to work with me to make
South Dakota better.
That ability to work together has allowed our state to have great success in the past, and I expect no
less as we move forward with the 2010 Initiative. The goal to double visitor spending here in South
Dakota by 2010 is an ambitious one. To that end, we’re changing the way we market South Dakota.
Niche audiences and emerging new markets are being identified. The state is making an investment
and commitment to accomplish serious objectives on the way to reaching our ambitious goals. I ask
each of you in the visitor industry to renew your own commitments and investments in seeing this
goal to reality.
Let’s put South Dakota in play. Let’s make sure potential visitors see what we have to offer. Let’s
get South Dakota in the hearts and minds of travelers. The rugged, natural beauty of our state will
captivate and compel them. It’s our job to introduce more visitors to the tremendous diversity found
in the land of Great Faces and Great Places. I know that we can, and I look forward to working with
you in the year ahead.
Sincerely,
M. Michael Rounds
Department of Tourism and State Development
Dear Partners in Tourism:
The message we send over and over to members of South Dakota’s visitor industry is the
tremendous potential for utilizing our unique heritage, family friendly attractions and natural
attributes to further develop our attractiveness to visitors.
The Office of Tourism continues to be an aggressive, performance-driven, results-oriented
marketing organization. Whether we are targeting the international visitor, family vacationer,
group traveler, historical traveler or the adventure visitor, we strive to carry out strategies
that produce results.
On the following pages, you’ll find a comprehensive review of the Office of Tourism’s
advertising and marketing efforts for fiscal year 2004 and beyond. You’ll learn of the efforts
undertaken by a staff dedicated to increasing South Dakota’s share of visitor expenditures.
Patricia Van Gerpen, Director
Office of Tourism
Office of Tourism
Governor’s Office of Economic
Development
Tribal Government Relations
South Dakota Arts Council
711 E. Wells Ave. / Pierre, SD 57501-3369
Phone: 605-773-3301 / Fax: 605-773-3256
travelsd.com / sdgreatprofits.com /
sdtribalrelations.com
800 Governors Dr. / Pierre, SD 57501-2294
Phone: 605-773-3131 or 1-800-423-6665 in S.D.
Fax: 605-773-6962
sdac@state.sd.us / sdarts.org
South Dakota State
Historical Society
South Dakota Housing
Development Authority
900 Governors Dr. / Pierre, SD 57501-2217
Phone: 605-773-3458 / Fax: 605-773-6041
sdhistory.org
PO Box 1237 / Pierre, SD 57501-1237
Phone: 605-773-3181 / Fax: 605-773-5154
sdhda.org
Table of Contents
Funding
Research and Resources
Department of Tourism Funding . . . . . . . . . . . .5
Visitor Industry Alliance . . . . . . . . . . . . . . . . . .6
Tourism Tax . . . . . . . . . . . . . . . . . . . . . . . . . . .6
National Outlook . . . . . . . . . . . . . . . . . . . . . . .73
Historic/Cultural Travel Market . . . . . . . . . . . .77
Regional Roundup . . . . . . . . . . . . . . . . . . . . . .79
State Statistics . . . . . . . . . . . . . . . . . . . . . . . . .80
2003 Economic Impact . . . . . . . . . . . . . . .80
2003 Hotel/Motel and Campground
Occupancy . . . . . . . . . . . . . . . . . . . . . . .85
International Occupancy . . . . . . . . . . . . .87
Visitation . . . . . . . . . . . . . . . . . . . . . . . . .89
Inquiries . . . . . . . . . . . . . . . . . . . . . . . . . .90
Web Statistics . . . . . . . . . . . . . . . . . . . . . .91
2003 Intercept Study . . . . . . . . . . . . . . . . .93
Governor’s Tourism Advisory Board . . . . . . . .95
Visitor Industry Alliance . . . . . . . . . . . . . . . . . .95
Tourism Associations . . . . . . . . . . . . . . . . . . . .95
Office of Tourism Staff . . . . . . . . . . . . . . . . . .96
Promotions
2010 Initiative . . . . . . . . . . . . . . . . . . . . . . . . . .9
E-Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . .9
Shoulder-Season 2003 Ad Campaign . . . . . . . .13
Winter 2003-04 Ad Campaign . . . . . . . . . . . . .15
Warm Season 2004 Ad Campaign . . . . . . . . . . .16
Target Market Map . . . . . . . . . . . . . . . . . . . . .20
Year-Round Ad Campaign . . . . . . . . . . . . . . . .22
Cooperative Advertising . . . . . . . . . . . . . . . . . .24
Marketing Programs
AAA Marketing . . . . . . . . . . . . . . . . . . . . . . . .47
Film Office . . . . . . . . . . . . . . . . . . . . . . . . . . .47
Group Tour . . . . . . . . . . . . . . . . . . . . . . . . . . .50
Hospitality . . . . . . . . . . . . . . . . . . . . . . . . . . .53
Lewis and Clark . . . . . . . . . . . . . . . . . . . . . . .57
Outdoor . . . . . . . . . . . . . . . . . . . . . . . . . . . . .61
Public Relations . . . . . . . . . . . . . . . . . . . . . . . .63
Rural Tourism . . . . . . . . . . . . . . . . . . . . . . . . .65
2004 Industry Calendar . . . . . . . . . . . . . . . . . .67
Publications . . . . . . . . . . . . . . . . . . . . . . . . . .69
2004 Tourism Conference Sponsors
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .100
Index
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .102
South Dakota Logo Specifications
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .103
Sample Telephone Script
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .105
Before you read this report
This report contains detailed information about the Office of Tourism’s
promotions for fiscal year 2004 (July 1, 2003-June 30, 2004) as well as
co-op advertising and marketing efforts for calendar year 2004. It highlights ad campaigns and marketing plans – some completed, some
underway, and others still ahead. It also includes an extensive research
section intended to assist you in making wise marketing decisions, based
on current travel patterns and trends.
Funding
In 1995, South Dakota’s visitor industry
secured a dedicated funding source to
promote visitation to the state. Since then,
the 1 percent tourism tax, coupled with
revenue from the Deadwood gaming tax,
has fueled the Office of Tourism’s budget
growth. And Governor Rounds has committed an additional $1 million in funding to
invest in marketing, beginning in fiscal year
2004, provided the industry matches it with
their own marketing investments. With the
additional revenue, we’ve been able to
increase advertising, add new target markets,
expand marketing programs and develop
new electronic promotions.
Office of Tourism
Funding
Budget History
(in millions of dollars)
$7.8***
8
7
$6.0
6
The South Dakota Office of Tourism will operate
on an estimated budget of $7.8 million for
fiscal year 2004, which began on July 1, 2003.
Gov. Mike Rounds committed an additional $1
million for the Office of Tourism to invest in
expanded promotions.
$6.2
$6.6
$5.5
$5.0
5
$4.6
$3.8 S4.0*
4
$3.8
$3.3**
3
2
Funding comes from two major sources:
1) a 1 percent tourism tax and 2) a share of
Deadwood’s gaming revenues. Additional funds
for cooperative advertising/marketing programs
come from participating private-sector businesses.
1
0
FY
94
Budget Breakdown
Tourism tax
Gaming
Co-op
programs
$4,213,444
$2,160,029
$ 445,000
$4,090,722
$2,057,170
$ 454,083
TOTAL
$6,818,473
$6,601,975
PLUS other
funds from
Gov. Rounds
to invest in
marketing
$1,000,000
GRAND
TOTAL
FY
97
FY
98
FY
99
FY
00
FY
01
FY
02
FY
03
FY
04
The Office of Tourism provides funds annually
to each of the four regional tourism associations
for promotions. The funds are used by the
regions to conduct advertising/marketing promotions that complement the Office of Tourism’s
overall promotional efforts. In fiscal year 2004,
the regional promotion contracts were expanded from the $32,500 per region as provided in
fiscal year 2003. The new contracts include this
amount plus the total funds Tourism had previously provided to cities within that region as
part of the South Dakota Vacation Guide City
Rebate Program, as well as a 20 percent
increase of the rebates. The additional funds
were directed to the regional associations to be
used for promotions. Total promotional funding
given to each regional association for fiscal
year 2004 via these contracts is:
Nationwide, state tourism offices reported an
expected average budget of $12.3 million for
2002-2003. Hawaii topped the list with a budget
of $56 million. South Dakota ranked 31st among
the 45 states that provided budget figures. (See
page 78 for a complete listing of state tourism
office budgets.)
Actual FY
2003 Revenue
FY
96
*
First year of Deadwood gaming funding
** First year of tourism tax, replacing state general funds
*** Estimated revenue from tourism tax, Deadwood gaming
tax, cooperative advertising partnerships and
additional funds from Gov. Rounds
The tourism tax was initiated by the Visitor
Industry Alliance, an independent statewide
advocacy group for the visitor industry.
Lawmakers passed the tourism tax legislation in
1995 and it went into effect that year.
Estimated FY
2004 Revenue
FY
95
•
•
•
•
Black Hills, Badlands and Lakes
Association, $48,100
Glacial Lakes and Prairies Tourism
Association, $45,700
Great Lakes Association, $37,900
Southeast Tourism Association, $43,300
$7,818,473
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Visitor Industry
Alliance
What is the revenue used for?
All proceeds from the 1 percent tax are deposited
in the Tourism Promotion Fund and used to promote travel to South Dakota.
Formed in 1994, the Visitor Industry Alliance
(VIA) provided the energy, know-how and experience to pave the way for the Tourism Tax,
which funds approximately 54 percent of the
FY 2004 Tourism budget. The group was organized in order for the industry to have a united,
visible front during the law-making process.
How does the tax apply to
visitor attractions?
Visitor attractions are subject to the tax yearround. All of the gross receipts from business
conducted at the attraction (admissions, gift shop
sales, services, parking and transportation) are
subject to the tax.
Today, VIA serves as South Dakota’s advocacy
group for the visitor industry with members
statewide. The group meets quarterly to strategize
on issues of importance to the state’s visitor
industry, initiate legislation, monitor the legislative
process, assess the industry’s condition and plan
for its continued success and profitability.
What about lodging properties?
The tax applies to the receipts for lodging yearround. It may apply to onsite gift shops during
the months of June, July, August and September,
if 50 percent or more of the gift shop’s annual
gross receipts occur during those months.
Receipts from onsite restaurants are not subject to
the Tourism Tax.
Contact the Visitor Industry Alliance at
(605) 263-0040 for information.
Tourism Tax
Frequently Asked
Questions
What is a visitor-intensive
business?
Examples include antique shops, bookstores
(excluding college bookstores), candy stores, flea
markets, gift shops, rock shops, souvenir shops,
and T-shirt shops that receive 50 percent or more
of their total annual receipts from the sale of tangible personal property during the months of
June, July, August and September. The tax applies
only during those months.
What is the Tourism Tax?
It is a 1 percent tax on visitor attractions, lodging
properties and campgrounds, recreational services
and equipment, and spectator events that applies
year-round. In addition, the tax applies to visitorintensive businesses during the months of June,
July, August and September.
What is considered a spectator
event?
Any organized activity meant for entertainment or
education that is open to the public. Examples
include auto races, ethnic festivals, fairs, music
festivals, rodeos, sporting events and stage performances. All gross receipts from admissions to
these events – as well as food and concessions –
are subject to the tax.
What does it apply to?
The tax applies to the gross
•
• Campgrounds
• Lodging properties
• Motor vehicle rentals •
•
• Recreational
•
equipment rentals
TravelSD.com
receipts of:
Recreational
services
Spectator events
Visitor attractions
Visitor-intensive
businesses
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How do you report the Tourism
Tax?
Contact the South Dakota Department of
Revenue and Regulation, Business Tax Division,
at 1-800-TAX-9188 or (605) 773-1726 for answers
to specific questions. www.state.sd.us/revenue
You report the tax in the municipal section of
your sales tax return. Use the code 700-1 for the
Tourism Tax.
Easy Reference
Definitions
Lodging properties
(one or more rental units)
• Bed and breakfast
• Boarding house
• Bungalows
• Cabins
• Condominiums
• Cottages
• Dude ranches
• Guest houses
• Guest ranches
• Hostels
• Hotels
• Inns
• Lodges
• Motels
• Resorts
• Timeshare rentals
• Tourism homes
• Vacation home rentals
• Villas
Campgrounds
(one or more rental units)
• Campgrounds
• Camping cabins
• Camping resorts
• Commercial picnic grounds
• Organizational camps
• Park units
• Recreational vehicle parks
• Trailer parks
• Youth camps
Visitor attractions
(Gross receipts from admissions
and sale of tangible personal
property, services, parking or
transportation are subject to the
Tourism Tax.)
• Aerial tramways
• Amusement parks
• Animal exhibits
• Animal shows
• Antique car exhibits
• Antique exhibits
• Aquariums
• Arboreta
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Batting cages
Botanical gardens
Bumper boats and cars
Bungee jumps
Carnival rides
Chuckwagon suppers
Commercial playgrounds
Go-cart raceways
Gold mines
Golf driving ranges
Historic sites
Human mazes
Hunting preserves
Miniature golf courses
Museums
Music shows
Observation towers
Outdoor dramas
Playhouses
Race tracks
Recreational gold mining
Reptile exhibits
Restorations
Scenic railroads
Shooting preserves
Show caves
Ski areas
Spectator events
Water slides
Wave pools
Wax figure exhibits
Zoological gardens
Recreational services
• Aerial sightseeing tours
• Amusement rides
• Bath houses
• Carriage rides
• Climbing guides
• Day camps
• Fishing guides
• Fishing ponds
• Golf driving ranges
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Recreational services (cont.)
• Hunting guides
• Outfitters
• Pack trains
• Private beaches
• River rafting
• Saddle horse rides
• Shooting galleries
• Shooting ranges
• Sightseeing guides
• Skeet ranges
• Ski instruction
• Ski lift tickets
• Ski trails
• Spas
• Tour bus excursions
• Trail rides
• Trap ranges
• Youth camps
Recreational equipment
• All-terrain vehicles
• Beach chairs
• Bicycles
• Bumper boats and cars
• Campers
• Firearms
• Fishing equipment
• Flotation devices
• Go-carts
• Golf clubs
• Hunting dogs
• Hunting equipment
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•
•
•
•
•
•
•
•
•
•
•
•
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•
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•
Inline skates
Mopeds
Motorcoaches
Motorcycles
Pack animals
Recreational courts/
equipment
Recreational gold mining
equipment
Recreational vehicles
Recreational water equipment
Rock-climbing gear
Saddle horses
Skis
Snowboards
Snowmobile trailers
Snowmobiles
Snowshoes
Watercraft
Watercraft trailers
Spectator event
(Gross receipts from admission
to a spectator event and the
sale of tangible personal property, services, parking or transportation are subject to the
Tourism Tax.)
• Air shows
• Auto races
• Auto shows
• Balloon shows
• Boat races
8
•
•
•
•
•
•
•
•
•
•
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Car rallies
Carnivals
Circuses
Concerts
Dance festivals
Draft horse contests
Ethnic festivals
Exhibitions
Expositions
Fairs
Greyhound races
Horse races
Horse shows
Monster truck shows
Motorcycle expositions
Motorcycle races
Music festivals
Rodeos
Sporting events
Stage performances
Threshing bees
Tractor pull contests
Water-skiing shows
Visitor-intensive businesses
(Tax applies during June, July,
August and September.)
• Antique shop
• Bookstore
• Candy store
• Flea market
• Gift shop
• Indigenous arts/crafts shop
• Jewelry
• Lapidary shop
• Leather goods shop
• Marina
• Novelty shop
• Pottery shop
• Rock shop
• Souvenir shop
• T-shirt shop
SDVisit.com
Promotions
The Office of Tourism promotes the land of
Great Faces and Great Places in a variety of
ways targeting potential travelers. Elements of
the marketing strategy focus on niche, new
and emerging, and international markets.
South Dakota’s visitor industry continues to
maintain a high-profile advertising and marketing presence. During this fiscal year and
continuing into the next, the Office of
Tourism is working to increase the number of
visitors to South Dakota thereby boosting visitor spending.
Department of Tourism and State
Development 2010 Initiative
D. Develop a statewide “one-click, one-call”
reservation system by 2005
• Work with visitor industry
• Make it easy for visitors to purchase
packages and make travel arrangements
In October 2003, Gov. Mike Rounds announced
the 2010 Initiative, a bold plan to shape the
future of South Dakota. What follows are the
goals of the 2010 Initiative and the objectives in
accomplishing the goal to grow the South Dakota
visitor industry.
Goal Two –
Goal One –
Increase GSP (Gross State Product) by
$10 billion by 2010
Double Visitor Spending from $600 Million
to $1.2 Billion by 2010
A. Change the way we market South Dakota
• Identify and target niche markets, with
emphasis on emerging markets, including
international
• Reshape and redeploy “Great Faces. Great
Places.” slogan and logo
• Target advertising to specific audiences
• Place an emphasis on destination packaging
and call for sales versus call for inquiries
• Educate industry people on what today’s
visitors want and expect; establish best
practices and communicate through
regular updates
Goal Three –
Become a Recognized Leader in Research
and Technology Development by 2010
Goal Four –
Brand and Develop South Dakota’s Quality
of Life as the Best in America by 2010
Goal Five –
Uphold Our Commitment to the 2010
Initiative as a Work in Progress
B. Focus new energy and investment on
expanding the fall shoulder season for visitors
in order to increase the percentage of tourism
revenues for this season to 42 percent
• Create a new marketing plan that focuses
on vacation packages
• Invest in promotions to expand the
shoulder season
More information and progress reports on the
2010 Initiative can be found at 2010initiative.com.
E-Marketing
C. Expand investment in tourism’s peak season
through greater use of partnerships and
cooperative efforts
• Establish partnerships to pool resources
(e.g. Rapid City Air Service Task Force,
Mickelson Trail, South Dakota Advertising
Cooperative, National Park Service)
• Develop coordinated marketing plans
• Continue Governor’s $1 million challenge
for 2005 and 2006
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Over the past several years, the Internet and its
subsequent electronic commerce have caused
dramatic changes in the way travel information
and services are delivered to consumers. The
Office of Tourism is optimizing on the traveling
public’s use of technology by quickly and effectively getting the South Dakota message in front
of travel planners. The Internet has a solid place
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the Badlands, Pierre, and the Corn Palace. Users
can e-mail a postcard from the site and locate a
great fishing hole by perusing the online Fishing
and Hunting Guide. International visitors can find
information in French, German and Italian by
following the link on the homepage to the Rocky
Mountain International site.
as an important travel distribution channel
and Tourism is capitalizing on the opportunity
it offers.
TravelSD.com
New features to TravelSD.com over the past 12
months include more photos throughout the site;
a new live Web camera at Crazy Horse Memorial,
operated by South Dakota Public Broadcasting; a
database driven Coupons section (as part of the
Vacation Packages section) that allows users to
search by coupon type, date, city or keyword;
continuous updates to the Visitor Services
Directory that currently includes more than
4,500 entries; an online version of the Glacial
Lakes and Prairies Birding Trail Guide; an updated South Dakota Fishing and Hunting Guide;
an Advertised Packages section that showcases
newspaper ads arranged by target market; and
a South Dakota Road Trip section, that includes
the broadcast schedule for the program and links
to partner packages.
Tourism’s consumer Web site, TravelSD.com, continues to provide travel planning information to
users around the world. In July 2003, a
redesigned TravelSD.com was launched. Styled
like a news portal site with a dynamically updated homepage, the design includes many new features such as a Freebies section with downloadable South Dakota screensavers and desktop wallpaper. The homepage contains a Featured
Packages and Coupons section where up to five
different vacation packages and coupons from the
co-op of the same name are highlighted.
Upcoming Events on the homepage lists five special events with links to descriptions and details
for each. The Featured Partners section is a
roundup of three World Wide Web co-op partners. Users can click on each link to be transported to information about that particular partner.
Other new homepage features include
“Highlights” and “Travel Bulletin,” regularly updated sections about visiting South Dakota that keep
the homepage fresh and lure users deeper into
the site.
TravelSD.com will continue to be improved in
2004 with more search and mapping features.
Visitor Services Directory
More than 4,500 visitor services are listed on
TravelSD.com. Users can search the database and
find options for attractions, dining, lodging, outdoor/seasonal activities, shopping and traveler
services. South Dakota visitor services that fit into
these categories receive a free TravelSD.com listing that includes the business name, address,
phone and fax numbers, and e-mail, Web and
online reservations links. Industry members who
have earned the Great Service STAR designation
are recognized with a star icon. Businesses can
join the World Wide Web co-op for $100 a year
and, as preferred partners, receive two 360-degree
photos of their business, property or city to
accompany the service listing. Preferred Partners
get further promotion on the TravelSD.com homepage within the Featured Partners section. Here,
three different randomly selected partners are listed, with links, each time the homepage is opened
or refreshed.
Accessible 24/7, users can easily create a South
Dakota itinerary by finding information on parks,
monuments, events, activities and visitor services.
The site includes sections devoted to the Lewis
and Clark Trail, Great Events and links to Web
cams at Mount Rushmore, Falls Park, Deadwood,
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Ads are placed in a variety of media to generate
interest and drive traffic to the vacation packages
promoted on TravelSD.com. Throughout the year,
ads in regional newspapers, magazines and
Improvements to the Visitor Services Directory
in the past year include a refinement of the
search feature, allowing users to expand their
search to services 10, 25, 50 and 100 miles from
a specific city.
This is a test. Did you pass?
An informal test was conducted by the Office
of Tourism from late-May through July of
2003. Research calls were made to 45 industry members who were part of the online
vacation packages co-op. The researchers
asked questions about the package listed on
TravelSD.com as a visitor would, and documented various aspects of the call. The goal
of the study was to gauge customer service
and determine if the package providers track
calls to measure the effectiveness of the online
promotion.
Online Calendar of Events
Users can search for South Dakota events by
town, date and event type on TravelSD.com.
The 2004 calendar includes more than 600 events
and is continually updated as submissions are
received from the visitor industry. (For events
to be considered for the South Dakota Vacation
Guide or other printed material, complete event
information must be submitted to the Office of
Tourism by September of the previous year. See
page 27 in the co-op section for additional information about the calendar of events.)
Of calls made to 45 package providers:
• Eight providers did not know about their
own package listed on TravelSD.com. In
those cases, five providers put the caller on
hold for up to five minutes while information was located, two providers asked the
caller to call back in a week and one
eventually located the information.
Online Vacation Packages and
Coupon Co-op
TravelSD.com users can find a complete vacation
with just one click. The Vacation Packages and
Coupons section lists products offered by South
Dakota’s visitor industry. Partners put together a
travel package or develop a coupon offer, and for
just $35, it is promoted on TravelSD.com for up
to one year.
• Just 18 percent (8) of the providers
tracked the source of the phone call by
asking the caller where he/she saw the
package promoted. This rate is lower
than that revealed in a similar survey
conducted in 2002 when 25 percent of
the providers tracked the call.
The
popularity
of
offering
an
online
vacation
package grew among the South Dakota visitor industry
in 2003. In the first quarter, an average of
24 vacation packages were listed each month
on TravelSD.com. That average more than doubled
by fourth quarter 2003 when an average of
60 vacation packages were listed each month on
TravelSD.com. An average of 34 coupons per
month were listed on TravelSD.com MarchDecember 2003.
TravelSD.com
Advertising tracking can be simple and
is a necessary tool. The number of inquiries
is compared to the amount spent on advertising to determine if the ad dollars have been
spent effectively. This experiment also clearly
indicates how important it is to educate all
staff members of vacation packages and other
products managers are promoting.
Uninformed front desk staff may mean the
loss of a sale and negative word-of-mouth to
other potential customers.
See the back of this report for a handy tracking script for your staff to use.
11
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location photos and content from the South
Dakota Film and Video Production Guide.
television spots promote the online vacation
packages and coupons. The monthly South
Dakota Travelsmart e-newsletter also contains
direct links to up to eight different vacation packages and coupons. It is sent to around 90,000
subscribers each month.
South Dakota Travelsmart Feedback
“Thank you so much for the info. I love getting
any kind of news from your area. We were
just there in May-June with some friends of
ours that had never been there. We only had
about a week, but they stayed longer and they
enjoyed it also. I felt like a week isn’t long
enough. Everytime we go there I buy the
History books and learn something new while
reading them and want to go back to see the
things I didn’t know about when I was there.
The first time we went was to see Mt.
Rushmore and Deadwood, But after getting
info from you we couldn’t believe all the
history there was. Everyone we met was so
nice. We want to Thank You and SD for all
the times we have come there and learned
new things everytime. Thank you again.”
–Liz, Washington
South Dakota/Yellowstone
Online Co-op
In the spring of 2004, Tourism plans to once
again launch an extensive permission-based
e-mail marketing campaign in cooperation with
Xanterra Parks and Resorts-Yellowstone and the
Park County (Wyo.) Travel Council. The speed
and convenience of e-mail will be used to promote the three partners’ common and unique
attributes to a shared audience. During the
month-long campaign that begins in April, potential travelers from Colorado, Illinois, Indiana,
Iowa, Minnesota, Missouri, Nebraska, Ohio, Texas
and Wisconsin who are interested in travel and
the outdoors will be targeted. All of the traffic
generated over the course of this campaign will
be directed to a Web portal that features all three
partners.
“My wife and I spent five wonderful days in
South Dakota early in July, on route to
Wyoming, Montana and North Dakota. I
would like you to know that we found the
people in South Dakota, both those who run
businesses and other folks as well, to be universally friendly! We did not meet a negative
person during out entire stay. Credit your
tourist industry with a grand slam!”
–Dick and Barb, Wisconsin
SDVisit.com
Information about Office of Tourism programs,
research and projects is just a few keystrokes
away at SDVisit.com. This Web site was created
specifically for the South Dakota visitor industry
and contains summaries and registration forms for
co-op programs, monthly project reports and
complete research documents. This entire annual
report can even be accessed online.
“We have just returned from our vacation in
South Dakota and we would like to thank you
for your assistance. We spent seven nights in
the state (Rapid City, Chamberlain, and Sioux
Falls) and had a great time. Before we left we
made use of your informative newsletters. We
would also like to make special mention of the
people at your highway travel stations at
Spearfish and Chamberlain. They were very
knowledgeable and they made sure that we
were fully satisfied before we left the building.
In our opinion they, and the state of South
Dakota, had the best tourist information and
advice of the 9 states and 3 provinces that we
visited. A job very well done. We will come
again.” –Lorene and Jim, Alberta, Canada
Trade Web Sites
We’re reaching out to members of the travel trade
with Web sites created specifically for them.
MediaSD.com has story ideas, press releases, fact
sheets and special announcements to keep the
media up to speed on what’s happening in South
Dakota. TourSDakota.com includes an online version of the Group Tour Planning Guide and other
information for domestic and international group
tour operators. FilmSD.com serves filmmakers,
location scouts and producers with 360-degree
TravelSD.com
12
SDVisit.com
Shoulder Season
2003 Advertising
2003 Shoulder Season Giant
Step Magazine Insert
For the first
time ever, the
shoulder season
Giant Step was
inserted into
magazines in
2003. The 16page insert was
seen in October
by subscribers
of Better Homes
and Gardens,
Midwest Living,
Ladies’ Home
Journal,
Country Home
and More from
Shoulder Season Giant Step
the target states
of Colorado, Iowa, Minnesota, Nebraska, North
Dakota and South Dakota. The combined circulation was 1.7 million with exposure to more than
7 million readers. The insert promoted sites,
events and activities throughout South Dakota.
Thirty-six private sector partners took advantage
of the cooperative promotion by placing a
50-word ad within the insert.
Armed with a challenge from Gov. Rounds to
make the 2003 shoulder season campaign the
biggest ever, we hit the airwaves, newspapers,
magazines and information superhighway with a
strong message for travelers to shop South Dakota
for vacation packages, outdoor adventure and
unique events.
Electronic Advertising
The September
and October
issues of the
South Dakota
Travelsmart
e-newsletter carried promotional
messages about
the online vacation packages.
The October
Travelsmart also
included a link to
the Fall Foliage
feature on
TravelSD.com that
October Travelsmart
reported the status
of the changing leaf colors throughout the state.
The September Travelsmart was sent to 89,767
subscribers and recorded a 3.7 percent click
through rate. The October message went to
90,207 subscribers and recorded a 4.2 percent
click through rate.
2003 Shoulder Season Great
Getaways Newspaper Insert
The shoulder
season Great
Getaways
newspaper
insert was
dropped into
the nearby
markets
of Winnipeg,
Manitoba;
Worthington,
Marshall and
Willmar,
Minn.; Des
Moines, Iowa;
Shoulder Season Great Getaways
Omaha, Neb.;
Bismarck, N.D., and Sioux Falls, S.D. on Sept. 7
and 14, 2003. Nearly 838,000 inserts were printed.
Banner ads promoting vacation packages ran on
the Web sites of the Sioux Falls Argus Leader,
Denver Post and the Milwaukee Journal Sentinel
in September, October and November. Two
e-mail blasts were sent to online travel subscribers of the Minneapolis Star Tribune. The first
reached 19,785 Web users, the second went to
24,670. Each message contained multiple links to
vacation packages.
TravelSD.com
13
SDVisit.com
State Park Buffalo Roundup. For two weeks in
November, radio ads were broadcast on Pierre
and Rapid City stations, prompting listeners to
book vacation packages and attend A Pavilion
Holiday in Sioux Falls.
The eight-page tabloid size insert promoted the
Glacial Lakes and Prairies, Great Lakes and Southeast regions of the state. The center spread featured ads by 34 partners from those regions.
Television Advertising
Magazine Advertising
Tourism’s 2003 shoulder season television
campaign was threefold, consisting of a
regional and national per-inquiry program,
regional vacation package program and a
regional outdoor program.
South Dakota
ads ran in the
September
issues of
Sunset (circulation 1.4 million), Home &
Away (circulation 1.4 million) and
Travel America
(circulation
273,000). The
ads promoted
nature’s
majesty found
in South
Dakota.
Readers were directed to TravelSD.com for vacation packages and coupons and to call 1-800-SDAKOTA for a Vacation Guide.
Our 30- and 60-second commercials were broadcast as part of a per-inquiry television campaign
on local stations like KXRM in Colorado Springs,
Colo. and KSTC in Minneapolis and other markets. We also reached households across the
United States with spots on Arts and Entertainment, Food Network and more. The campaign
generated nearly 4,000 inquiries in September,
October and November.
NEW!
Vacation packages were the theme of 30-second
commercials broadcast on cable networks in
Colorado, Iowa, Minnesota, Missouri, Nebraska,
North Dakota, South Dakota and Wisconsin. The
spots promoted a variety of vacation packages
prompting the viewers to contact the package
providers to book. The vacation package television promotion ran late August through
November.
Newspaper
Advertising
Our 30-second commercials were also seen during episodes of “Backroads with Ron and Raven”
on ESPN2, “Call of the Wild” on the Outdoor
Channel and “Minnesota Bound” on Minneapolis’
KARE 11. All three programs are produced by
Ron Schara Enterprises. Our spots also appeared
during episodes of “Outdoorsman Adventures,”
which is broadcast by several stations in the
upper Midwest. The outdoor television promotion
hit markets in September and October. All of
these outdoor programs regularly include great
content about South Dakota.
Vacation packages were
the name of the newspaper advertising game last
fall. For 14 weeks 10-inch
ads appeared each Sunday
in the Denver Post/Rocky
Mountain News (circulation: 795,049), Des Moines
Register (circulation:
245,817), Sioux City
Journal (circulation:
54,000), St. Paul Pioneer
Press (circulation:
251,956), Minneapolis Star
Tribune (circulation:
674,345), Kansas City Star
(circulation: 379,664),
NEW!
Radio Advertising
Special events were the theme of shoulder season
radio ads. For two weeks in September, listeners
in Sioux Falls and Sioux City were encouraged to
book vacation packages and attend the Custer
TravelSD.com
14
SDVisit.com
Snowmobile Club Direct Mail
Omaha World Herald (circulation: 187,423), Fargo
Forum (circulation: 38,750), Sioux Falls Argus
Leader (circulation: 76,600) and the Milwaukee
Journal Sentinel (circulation: 454,056). Each listed
up to four different vacation packages, directing
the readers to call the package provider directly
to book.
Just before the big snow hits, the Office of
Tourism made sure snowmobilers in South
Dakota’s winter target markets knew of the
opportunities for drift busting in South Dakota.
In December, some 600 snowmobile clubs in
Illinois, Iowa, Minnesota, Nebraska, North Dakota,
South Dakota and Wyoming received an invitation
from Gov. Rounds to choose South Dakota as
their snowmobile vacation destination. The letter
was accompanied by snowmobile trails maps,
Romancing the Snow guide and other literature.
Two-inch ads, each promoting a different vacation package, ran in the Sunday editions of the
Rapid City Journal (circulation: 37,000)
and the Aberdeen American News (circulation:
18,005) throughout the shoulder season.
Winter Weather Hosting
Direct Mail
When the snow flies, South Dakota becomes a
hotspot and we want everyone to know about it!
Writers and television producers from target markets were invited to spend time in South Dakota
in January to enjoy winter activities like skiing,
snowmobiling and snowshoeing. Broadcast
weather forecasters are also invited so they can
learn about South Dakota’s unique weather patterns and share information about winter recreation activities with their viewers.
One of two direct mail postcards
Winter
Co-op
On separate dates in October, two different postcards were direct mailed to 20,000 potential visitors from Colorado, Iowa, Minnesota, Missouri,
Nebraska, North Dakota, South Dakota and
Wisconsin. Five different vacation packages were
promoted on each card. Recipients were directed
to the package providers to book their fall or outdoor/hunting adventure.
Tourism is again
partnering with
the Deadwood
Chamber and
Visitors Bureau in
a cooperative winter campaign that
promotes winter
vacation packages.
The co-op
employed newspaper inserts that
Cover of winter co-op insert
dropped Jan. 11
in the markets of
Sioux Falls and Aberdeen, S.D.; Bismarck and
Dickinson, N.D.; and Casper, Wyo. (total circulation: 171,900). For eight weeks, beginning Jan. 4
and ending March 14, ads promoting winter vacation packages appear in the Sunday edition of the
Sioux Falls Argus Leader (circulation: 76,600).
Winter 2003-04
Advertising
Snowmobilers, skiers and other snow lovers
are the target of the Office of Tourism’s winter
ad campaign. Tourism is using marketing tools
like print, TV and radio ads, online promotions,
and direct mail to invite winter enthusiasts to
South Dakota.
TravelSD.com
15
SDVisit.com
NEW!
Winter Fulfillment and
Follow-up
Television ads will air from January through midMarch reaching network audiences in Sioux Falls
and beyond and cable viewers in Sioux Falls,
Aberdeen and Watertown. The television spots
will also promote vacation packages. Radio in
the Sioux Falls market will be used from January
through mid-March, as well as radio announcements used, as a “right now” medium, with spots
airing when good snow for sledding and skiing is
on the ground.
Tourism fulfills
winter inquiries
with a special
vacation planning packet
containing a
copy of
Romancing the
Snow (published by the
Black Hills,
Badlands &
Lakes
Association),
the 2003-04
Snowmobile
Trails Map
(published in
partnership with
the Department
of Game, Fish
and Parks), the
2003-04 South
Dakota Vacation
Guide and ski
area brochures.
Inquirer address
records are added to Tourism’s prospective visitor
database and used for promotions. Members of
the industry may also use the database to conduct
their own follow-up marketing by renting the
mailing addresses. See page 24 for Tourism
Database information.
Magazine Ads
Half- and full-page ads promoted winter vacation
packages.
Publication
Issue
Circulation
Midwest Living
November/
December
850,000
SnowGoer
December
70,095
Midwest Living
January/
February
850,000
Warm Season 2004
Advertising
Midwest Living ad, Jan./Feb.
Electronic Marketing
The winter editions of South Dakota Travelsmart,
Tourism’s e-newsletter, will carry a snowy message encouraging subscribers to hit South
Dakota’s trails, slopes, attractions and gaming
halls. As of November 2003, the Travelsmart subscriber list was about 90,000 users strong. Tourism
also uses permission based e-mail to hit winter
enthusiasts in target areas.
TravelSD.com
The Office of Tourism kicks off the state’s warm
season advertising in March to hit audiences just
as they are planning their summer travel.
Geographic markets that will receive the most
exposure to the South Dakota message include
Minnesota, Iowa, Wisconsin, Nebraska, Illinois,
Missouri, Colorado, Texas, North Dakota, South
Dakota and the Canadian province of Manitoba.
16
SDVisit.com
From March through May readers of Better Homes
and Gardens, Midwest Living, Ladies’ Home
Journal, Country Home and More in the states of
Colorado, Illinois, Iowa, Minnesota, Nebraska,
North Dakota, South Dakota, Wisconsin and the
metro areas of Kansas City, Mo., and Dallas,
Texas, will receive the insert. All Midwest Living
subscribers will be reached. The circulation and
insertion date break downs are below.
South Dakota ads will appear on television,
online, in newspaper and magazines.
2004 Warm
Season
Giant Step
Magazine
Insert
Half of the insert contains editorial and photos
about statewide travel opportunities. The other
half includes partner ads and a locater map. Partners who also participate in the Online Vacation
Package Co-op receive a special icon by their ad,
directing readers to their vacation package on
TravelSD.com. In addition, each co-op partner
will receive a reader service listing in the national
Travel Planning Guides of all five Meredith publications. That’s a combined exposure to an audience of more than 14 million readers.
For the second
year, the warm season Giant Step coop took the form of
a magazine insert.
The 16-page
ad is scheduled to
run in five magazines published by the Meredith
Travel Group. The magazine insert had room for
36 partners and it was a sell-out!
Warm Season Giant Step schedule
Publication
Circulation
Issue
On-sale Date
Better Homes and Gardens
Country Home
More
Midwest Living
Ladies’ Home Journal
1,628,000
283,000 (25 percent increase)
215,000 (84 percent increase)
880,000 (4 percent increase)
905,000
April
May
May
May/June
June
March 9, 2004
April 22, 2004
April 22, 2004
April 27, 2004
May 11, 2004
2004 Warm Season Great
Getaways Newspaper Insert
2004 Warm Season Newspaper
Advertising
Plans call for the Warm Season Great Getaways
Co-op Insert to reach 1.3 million readers of newspapers in five states and one Canadian province.
Great Getaways is an eight-page tabloid size flyer
packed with photos and stories about travel
opportunities in the Great Lakes, Glacial Lakes
and Prairies, and Southeast regions. It features
about 40 co-op partners from those three regions.
Full partners receive a photo and 50 words of
copy. B&Bs and waterfront resort partners are
listed in a separate grid in the insert. A locater
map accompanies the partner ads. As with the
Warm Season Giant Step, Great Getaways partners
who also participate in the Online Vacation
Package Co-op will have a special icon by their
copy directing readers to their vacation package
listed on TravelSD.com. See schedule on page 18.
Tourism plans to continue the vacation packages
newspaper ads that were part of the shoulder
season and winter campaigns. From late-March
through June, ads will run in the Sunday travel
sections of the Chicago Tribune (circulation:
1 million), Des Moines Register (circulation:
245,817), Sioux City Journal (circulation: 54,000),
St. Paul Pioneer Press (circulation: 251,956),
Minneapolis Star Tribune (circulation: 674,345),
Kansas City Star (circulation: 379,664), Omaha
World Herald (circulation: 187,423), Fargo Forum
(circulation: 38,750), Sioux Falls Argus Leader
(circulation: 76,600), and the Milwaukee Journal
Sentinel (circulation: 454,056). Each ad will list
several different vacation packages, directing the
readers to call the package provider directly
to book.
TravelSD.com
17
SDVisit.com
activities of South Dakota, all
set to a revamped “Great
Faces. Great Faces.” music
Date
Newspaper
Circulation
package. With niche advertising, 30-second spots will proApril 25 Winnipeg (Manitoba) Free Press
258,000
mote vacation packages,
May 1
Fairmont (Minn.) Sentinel
8,110
prompting the viewer to conMay 1
Marshall (Minn.) Independent
8,300
tact the Online Vacation
May 1
Rochester (Minn.) Post Bulletin
48,000
Package Co-op partner to book
May 1
Worthington (Minn.) Globe
10,500
their package. Several commerMay 2
Albert Lea (Minn.) Tribune
7,800
cials that promote a variety of
May 2
Austin (Minn.) Daily Herald
7,800
vacation packages will be proMay 2
Mankato (Minn.) Free Press
26,000
duced and strategically placed
May 2
Minneapolis (Minn.) Star Tribune
120,00
during programming to “surgiMay 2
New Ulm (Minn.) Journal
10,200
cally strike” the best audience
May 2
St. Cloud (Minn.) Times
40,000
for the type of package. Image
and niche television advertising
May 2
West Central (Willmar, Minn.) Reminder
28,000
will be targeted to the markets
May 5
Sheldon (Iowa) Mail-Sun
5,000
of Dallas, Texas; Denver, Colo.;
May 7
Le Mars (Iowa) Daily Sentinel
3,550
Des Moines and Sioux City,
May 8
Ames (Iowa) Tribune
10,500
Iowa; Omaha, Neb.; Chicago,
May 8
Council Bluffs (Iowa) Daily Nonpareil
17,600
Ill.; Milwaukee, Wis.;
May 8
Fort Dodge (Iowa) Messenger
21,000
Minneapolis and St. Paul,
May 8
Mason City (Iowa) Globe-Gazette
20,070
Minn.; Kansas City, Mo.; Fargo,
May 8
Sheldon N’West Iowa Review
5,000
N.D.; and Sioux Falls, S.D.,
May 8
Spencer (Iowa) Daily Reporter
4,400
from March through June.
May 9
Des Moines (Iowa) Register
219,400
Tourism’s 30-second vacation
May 9
Sioux City (Iowa) Journal
49,000
package television ads will also
May 16
Bismarck (N.D.) Tribune
32,500
appear in episodes of “Tony
May 16
Fargo (N.D.) Forum
67,500
Dean Outdoors” January
through March. “Tony Dean
May 16
Lincoln (Neb.) Journal
88,000
Outdoors” is seen on local staMay 16
Omaha (Neb.) World Herald
180,000
tions in South Dakota, North
May 23
Sioux Falls (S.D.) Argus Leader
82,000
Dakota, Minnesota and Iowa as
well as by Midwest audiences
Two-inch ads, each promoting a different vacaon Fox Sports Net. A flight of outdoor vacation
tion package, will run in the Sunday edition travel
package spots will also be placed in the spring
sections of the Rapid City Journal (circulation:
during “Backroads with Ron and Raven” on
37,000) and the Aberdeen American News
ESPN2, “Call of the Wild” on the Outdoor
(circulation: 18,005) throughout the warm
Channel, and “Minnesota Bound” on Minneapolis’
season campaign.
KARE 11. All three programs are produced by
Ron Schara Enterprises.
The 2004 Warm Season Great Getaways schedule follows:
2004 Warm Season Television
Advertising
Four Parks Co-op
2004 is the third year South Dakota Tourism
will join forces with our neighbors to the west
to promote travel to our national treasures:
Mount Rushmore National Memorial, Yellowstone
National Park, Grand Teton National Park and
Glacier National Park. Travel Montana, Wyoming
The action plan for Tourism’s warm season television campaign focuses on three, targeted segments: image, niche and outdoor advertising.
With image advertising, the viewing audience will
be peppered with commercials showcasing the
national attractions, natural beauty and unique
TravelSD.com
18
SDVisit.com
the three states and four parks. Recipients may
further inquire to each partner via a return postcard or by surfing partner Web sites.
Travel and
Tourism, Xanterra
Parks and
Resorts-Yellowstone, and the
Grand Teton
Lodge Company
partner with
South Dakota
in this campaign
that uses print
and electronic
ads to reach
travelers.
Fourparks.com
The partners will also wow and woo travel and
lifestyle magazine editors with a media blitz in
New York City in February.
The 2003 Four Parks co-op campaign generated
more than 19,500 requests for literature.
South Dakota/Wyoming
Postcard Co-op
Another easy co-op South Dakota does with
Wyoming Travel and Tourism is the fulfillment
packet postcard. A South Dakota information
postcard is included in each packet of Wyoming
travel information that goes out to their inquiries.
Recipients may send it back to South Dakota
Tourism for a South Dakota Vacation Guide.
The Office of Tourism follows the same procedure by placing a Wyoming information card
in each South Dakota packet.
Full-page magazine ads will reach a combined
audience of 6.1 million readers in these publications:
Publication
Issue
Circulation
AARP:
The Magazine
March/
April
706,000; west
central region
Reader’s Digest
April
2.9 million;
Midwest region
Travel & Leisure
Family
April
275,000,
national
National Geographic Traveler
April
309,890,
western region
Trailer Life
May
282,234;
national
AAA Home
& Away
May/June
1.6 million;
western region
South Dakota/Yellowstone
Online Co-op
In the spring of 2004, the Office of Tourism will
launch an extensive permission-based e-mail marketing campaign in cooperation with Xanterra
Parks and Resorts-Yellowstone, and the Park
County (Wyo.) Travel Council. The speed and
convenience of e-mail will be used to promote
the three partners’ common and unique attributes
to a shared audience. During the month-long
campaign that begins in April, potential travelers
from Colorado, Illinois, Indiana, Iowa, Minnesota,
Missouri, Nebraska, Ohio, Texas and Wisconsin
who are interested in travel and the outdoors will
be targeted. All
of the traffic
generated over
the course of
this campaign
will be directed
to a Web portal
that features all
three partners.
An electronic campaign will utilize the search
engine Google to place the co-op’s Web site,
fourparks.com, high among its results for specific
keywords like national parks, wildlife, South
Dakota and others. We’ll also target subscribers
to the Away Network (away.com) with a series
of five targeted e-mail messages to begin in
March. The messages will entice users from
California, Colorado, Idaho, Illinois, Iowa, Kansas,
Michigan, Minnesota, Missouri, Nebraska, Nevada,
Oregon, Utah, Washington and Wisconsin to visit
fourparks.com to register to win one of four vacations to South Dakota, Wyoming or Montana.
Finally, banner ads touting the destination will
appear throughout the Away Network.
Inquiries about the Four Parks promotion will be
fulfilled with a travel guide with information on
TravelSD.com
19
SDVisit.com
FY04 Shoulder-Season, Winter and
Warm Season Advertising Campaigns
WA
ND
MT
ID
SS/WS Great Getaways
SS/WS Giant Step
SS/WS Television
SS/W/WS Newspaper
SS Direct Mail
SD ❏ SS/WS Great Getaways
OR
❏
❏
❏
❏
❏
WY
❏ W Newspaper
NE
NV
CA
❏
❏
❏
❏
❏
UT
CO
❏
❏
❏
❏
SS/WS Giant Step
SS/WS Television
SS/WS Newspaper
SS Direct Mail
SS/WS Giant Step
SS/W/WS Television
SS/W/WS Newspaper
SS/W Radio
SS Direct Mail
❏
❏
❏
❏
❏
KS
NM
AZ
SS/WS Great Getaways
SS/WS Giant Step
SS/WS Television
SS/WS Newspaper
SS Direct Mail
OK
TX
❏ WS Giant Step
❏ WS Television
AK
HI
Direct mail, magazine and directory,
Shoulder Season per inquiry and
Shoulder Season/Warm Season outdoor
Television and electronic ads are seen
by residents in every state.
SS = Shoulder Season
W = Winter
WS = Warm Season
TravelSD.com
20
SDVisit.com
MN
❏ SS/WS Great
Getaways
❏ SS/WS Giant
Step
❏ SS/WS
Television
❏ SS/WS
Newspaper
❏ SS Direct
Mail
ME
WI
❏ SS/WS Giant Step
❏ SS/WS Television
❏ SS/WS Newspaper
❏ SS Direct Mail
VT
MI
NH
IA
❏ SS/WS Great
❏
❏
❏
❏
❏
Getaways
SS/WS Giant Step
SS/WS Television
IL
SS/WS Newspaper
IN
SS Radio
SS Direct Mail
❏ WS Giant Step
❏ WS Television
❏ WS Newspaper
MO
❏
❏
❏
❏
❏
WS Giant Step
SS/WS Television
SS/WS Magazine
SS/WS Newspaper
SS Direct Mail
AR
NY
MA
CT
PA
OH
WV
RI
MD
NJ
DE
KY
VA
TN
MS
NC
AL
GA
SC
LA
FL
TravelSD.com
21
SDVisit.com
Year-Round
Advertising
Travelsmart, alerting them of the upcoming South
Dakota Road Trip broadcast. In addition, a link
to the South Dakota Road Trip section of
TravelSD.com appears on keloland.com.
In addition to seasonal campaigns, the Office of
Tourism has a variety of year-round advertising
efforts that place the South Dakota message in
front of specific, targeted audiences.
Online Package Promotion
Travelsmart Monthly
E-newsletter
South Dakota Travelsmart is what Tourism’s
monthly e-mail missives are called. The Travelsmart subscriber list is made up of consumers
who have directly contacted South Dakota
Tourism for travel information. The subscriber
list grows each month and currently includes
around 90,000 records. The newsletters feature
color photos appropriate for the season, brief
promotional messages and links to various
sections of TravelSD.com, including online
vacation packages.
Vacation packages listed on TravelSD.com are
promoted in many ways. The monthly South
Dakota Travelsmart e-newsletter contains direct
links to the packages and nearly every magazine
ad advises readers to check out the packages
online. Packages are further promoted in South
Dakota’s target markets with travel section newspaper ads.
Annual editions/directory ads
Tourism will place
ads in the annual
editions of several
publications, putting
the South Dakota
message in the hands
of vacationers as
they make their
travel plans.
NEW!
South Dakota Road Trip
Television Program
A new promotion was
added to
South Dakota
Tourism’s
marketing
efforts in the
fall of 2003.
South Dakota
Road Trip is
a weekly, five-minute program broadcast Sunday
nights on KELO-TV following the 10 p.m. news.
KELO-TV reaches approximately 90 percent of
South Dakota’s population plus rich portions of
Iowa, Minnesota and Nebraska. Industry partners
have the opportunity to co-op with South Dakota
Tourism to have their vacation package featured
on South Dakota Road Trip. In the 2003-04 broadcast year, September 2003-August 2004, each partner’s segment will be broadcast a total of four
times. Weekly e-mails are sent to more than 650
South Dakotans who subscribe to South Dakota
TravelSD.com
Woodall’s ad
Publication
Circulation
2004 AAA CampBook,
North Central Edition
188,100
2004 AAA TourBook,
North Central Edition
789,400
2004/2005 Along the Trail with Lewis
and Clark Travel Planner and Guide
2004 LewisandClarkTrail.com Guide
Woodall’s 2004 North American
Campground Directory
22
50,000
100,000
2 million
SDVisit.com
Film Office Advertising
Ads promoting South Dakota as a filming location will appear in the trade magazines of Shoot
(circulation: 15,000) and Production Update on
Location (circulation: 27,500). Film Office ads
will also run in the annual industry directories
of Kemps International (circulation: 5,000),
LA 411 (circulation: 10,000) and NY 411
(circulation: 10,000).
assistance at the event. The 2004 Great Shoulder
Events include:
Group Tour Advertising
A four-page ad featuring South Dakota businesses
that cater to group tours will run in the October
2004 issue of Courier (circulation: 5,500), the
National Tour Association’s official magazine.
Tourism will research another publication for ad
insertion. An ad will run in Travel Marketing
Group’s January Brochure File Folder, which is
distributed to 10,000 decision makers in the group
tour industry. The ad will promote the group tour
planning tools, including the new TourSDakota.com
Web site, available from South Dakota Tourism.
Black Hills Horse Expo
Rapid City,
March 19-21
Corn Palace
Polka Festival
Mitchell, Sept. 17-19
Frontier Days
White River,
Aug. 17-19
Old Time Fiddlers
Jamboree
Yankton, Sept. 17-19
Lewis and Clark
Signature Event
Chamberlain-Oacoma
and Statewide,
Aug. 20-Oct. 15
Bad River Gathering
Ft. Pierre, Sept. 26
Great Black Hills Quilt
Show and Sale
Hill City, Sept. 5-8
Pumpkin Fest
Webster, Oct. 8-9
Last Chance Bonanza
Rodeo
Brookings, Nov. 4-6
Outdoor Magazine Advertising
The Office of Tourism will spread the word about
South Dakota fishing with ads in the spring issues
of Walleye Insider (circulation: 80,000) and another publication. We’ll place four-color ads in
Birder’s World (circulation: 64,290) and Audubon
(circulation: 462,100) magazines to promote the
bird watching opportunities in South Dakota.
2003 Great Black Hills Quilt Show and Sale direct
mail postcard
Great Events Feedback
Great Shoulder Events
Campaign
Event organizers, motel operators, restaurant
and other service providers are surveyed after
each Great Event. Here are some of their
success stories from 2003.
The Great Events Campaign has been a staple of
Tourism’s promotional efforts since 1995. Through
the campaign, the Office of Tourism works to
boost attendance at select events around the state.
In 2004, events that take place in the Shoulder
Season are part of the campaign. Other criteria
considered for inclusion in the campaign are the
events’ expansion potential and appeal to visitors.
Tourism provides event planners with funding
assistance as well as marketing plan development,
print and radio ad creation and placement, media
teasers, Web promotion on TravelSD.com and
TravelSD.com
Attendance at the 2003 Frontier Days in White
River grew by 60 percent over the previous year.
Attendees came from Illinois, Wisconsin,
Wyoming, California, Nebraska, Iowa, South
Dakota and Germany.
Seventeen businesses in Hill City reported an
increase in sales during the Black Hills Quilt
Show and Sale. The average increase:
30 percent!
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SDVisit.com
South Dakota Vacation Guide
The 250-plus-page South Dakota Vacation Guide
provides a comprehensive overview of the state’s
visitor offerings. It is the primary consumer fulfillment piece used by the Office of Tourism – sent
out year-round to nearly every traveler who
requests printed information. The guide contains
statewide and regional travel information, a services directory, calendar of events and a state map.
It also includes a free listing of non-profit museums, golf courses and public campgrounds.
Visitor industry businesses may purchase ad space
in the Vacation Guide from their respective
regional tourism association.
The publishing of the Vacation Guide is a cooperative effort among South Dakota Tourism and the
four regional tourism associations: Black Hills,
Badlands and Lakes; Glacial Lakes and Prairies;
Great Lakes of South Dakota; and Southeast
Tourism. The Black Hills, Badlands and Lakes
Association began this publication decades ago
and remains the lead publisher of the guide. The
Office of Tourism is the lead distributor. All five
partners share the cost of producing and printing
450,000 guides. South Dakota Tourism pays for
printing an additional 55,000 guides Black Hills,
Badlands and Lakes Association pays for an additional 30,000 guides.
Cooperative
Advertising
The next six pages describe all of the Office of
Tourism’s cooperative advertising programs, which
we hope you’ll take advantage of. By pooling
your resources with Tourism’s, you’ll find your
advertising dollars will go further. Read on to find
out about these great advertising opportunities.
Tourism Database
If you’re looking for an up-to-date list of prospective travelers, you can access the Office of
Tourism’s inquiry database. The database consists
of names and addresses of people who have
requested South Dakota travel information.
TravelSD.com
Depending on your promotional needs, you can
create a targeted mailing list. For example, you
can select specific segments like Colorado residents, winter enthusiasts or people interested in
Lewis and Clark. The basic cost is $60 per 1,000
names. You can also purchase additional services.
The Tourism database may be rented year-round.
Western Mailers assists in managing the database.
FOR INFORMATION
Melissa Bump, Promotions Coordinator, or Leah
Mohr, Creative Director, (605) 773-3301
melissa.bump@state.sd.us leah.mohr@state.sd.us
Rosemary Harvey, Western Mailers, (605) 721-5779
Tourism Photo and Video Loans
The Office of Tourism has thousands of South
Dakota images available in our photo and video
libraries. Access to these images to promote South
Dakota is free. Photo and/or video credit, or
South Dakota mention within the caption, is
expected and appreciated.
FOR INFORMATION
Chad Coppess, Senior Photographer, or Scott
Howard, Video Services Coordinator,
(605) 773-3301 chad.coppess@state.sd.us
scott.howard@state.sd.us
2004 Group Tour Co-op
For $550, you can get your message to 16,000
group tour companies across the nation! The 2004
Group Tour co-op ad, a colorful four-page
spread, will run in the November 2004 issue of
Courier, the National Tour Association’s official
magazine. Tourism will research another publication for ad insertion. In addition, 4,000 copies of
the ad will be direct mailed to domestic tour
operators on our database. Each partner receives
50 words of copy and a color photo. Expanding
the reach, circulation and partner fees of the 2004
Group Tour Co-op is being researched. Partners
will be notified via mail.
Partners must be a member of the National Tour
Association or the American Bus Association.
Registration deadline is July 2004.
24
SDVisit.com
FOR INFORMATION
Melissa Bump, Promotions Coordinator,
(605) 773-3301 melissa.bump@state.sd.us
2004 Interstate Information
Center Brochure Program
South Dakota visitor industry members may display their brochures at any of the 13 Interstate
Information Centers free of charge. Brochures
must first be reviewed by the Office of Tourism.
Brochures will be accepted throughout the summer. Each partner is responsible for delivering or
shipping their brochures to the centers.
FOR INFORMATION
René Vallery, Information Center Manager,
(605) 773-3301 rene.vallery@state.sd.us
travel counselors wear T-shirts that promote visitor industry businesses. Partners may choose
which Information Center they’d like to send their
shirts to. Identical shirts must be given to each
counselor at a center. T-shirts may also be given
to all travel counselors statewide. T-shirts for this
program will be accepted throughout the summer.
The number of T-shirt partners could be limited,
depending on the center.
FOR INFORMATION
René Vallery, Information Center Manager,
(605) 773-3301 rene.vallery@state.sd.us
2004 Online Package Co-op
Posters promoting a special event may be displayed two weeks in advance of the event free
of charge.
Today’s travelers are looking for the convenience
of packaged vacations. This online promotion
allows industry partners to promote travel packages on Tourism’s consumer Web site, TravelSD.com,
for the low price of just $35 per package. Packages are listed within the Packages and Coupons
section of TravelSD.com. The section is just one
click off the homepage. In addition, each time a
user opens TravelSD.com, up to five randomly
selected packages are listed in the “Featured
Packages and Coupons” section on the homepage. Tourism also adds South Dakota packages
to the Travel Deals section of SeeAmerica.org. We
use a variety of print and online ads to promote
the packages. Submitted packages must include at
least one activity or event and at least one night
of lodging. Partners price the package as well as
determine a start and end date and Tourism does
the rest. Consumers contact partners directly to
book the packages. For just $35 per package, you
get great exposure for packages promoted online
for up to one year. Registration for this promotion
is accepted throughout the year.
FOR INFORMATION
René Vallery, Information Center Manager,
(605) 773-3301 rene.vallery@state.sd.us
FOR INFORMATION
Melissa Bump, Promotions Coordinator,
(605) 773-3301 melissa.bump@state.sd.us
2004 Interstate Information
Center T-shirt Program
2004 Online Coupon Co-op
2004 Interstate Information
Center Poster Program
Businesses, communities and events may display
their posters at eight Interstate Information
Centers located near Valley Springs, Vermillion,
Wilmot, Salem, Chamberlain, Vivian, Wasta and
Spearfish. The fees for the poster program are
based on the number of locations your poster
is displayed: $40 for one, $80 for two locations,
$115 for three and $155 for four locations.
Registration information will be sent in March.
Since space is limited, posters are accepted on a
first-come, first-served basis (determined by when
payment is received).
Another fun way to advertise your business at the
Interstate Information Centers is with T-shirts.
Each Wednesday and Friday, Information Center
TravelSD.com
This co-op program was introduced in 2003 to
help partners promote special offers via online
coupons. Partners create a coupon offer that gives
visitors dollars off or other discounts, such as buy
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2003 Co-op
Program Partners
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Custer cont.
Custer County 1881
Courthouse Museum
Custer/Mount Rushmore
KOA
Custer State Park
Custer State Park
Resort Co.
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Days Inn
Flintstones Bedrock
City Inc.
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Fort Welikit Campground
Four Mile Old West Town
Jewel Cave National Mon.
National Museum
of Woodcarving
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Rock Crest Lodge
Rocky Knolls Golf Course
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Dakota Dunes
Country Inn & Suites
Deadwood
Adams House & Museum
Aunt Sophies B&B
Black Hills Central
Reservations
Black Hills Hideaway
B&B
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Boot Hill Tours
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Cadillac Jacks Gaming
& AmericInn & Suites
Celebrity Hotel Museum
& Gaming
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Comfort Inn at Gulches
of Fun
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Deadwood Chamber
& Visitors Bureau
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Deadwood Gulch
Resort/Days Inn
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Deadwood KOA
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Fairmont Hotel
First Gold Hotel & Gaming
TravelSD.com
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Deadwood cont.
Gold Dust Gaming/
Holiday Inn Express
Hampton Inn at the
Four Aces Casino
Heart of Deadwood
Historic Bullock Hotel
Historic Franklin Hotel
& Day Spa
Midnight Star
Mineral Palace Hotel
& Gaming
Original Deadwood Tour
Penny Motel
Silverado Gaming
Super 8 Lodge/
Lucky 8 Gaming
Tatanka: Story of
the Bison
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Cheyenne River Sioux
Tribe Game, Fish & Parks
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Ethan
Der Rumbolz Platz B&B
Hunting & Horse Camp
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Eureka
Eureka Community Devel.
Co./Tourism Committee
Lakeview Motel
Thunderbird Farms/
Country Home Inn
TravelSD.com
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De Smet
De Smet Chamber
Ingalls Homestead/Little
Town on the Prairie
Laura Ingalls Wilder
Pageant
Laura Ingalls Wilder
Memorial Society
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Prairie House Manor
B&B
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Faulkton
Faulk County Historical
Society
Faulkton Business
Association/City
of Faulkton
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Flandreau
Flandreau Development
Corp.
Royal River Casino,
Bingo & Motel
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Fort Pierre
Fort Pierre Development
Corp.
Fort Pierre Motel
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Holiday Inn Express
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Fort Sisseton
Fort Sisseton State Park
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Freeman
Freeman Hospitality Inc.
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Garretson
City of Garretson
Jesse James Pontoon
Rides
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Geddes
Geddes Historic District ■
The Barn B&B
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Gettysburg
Chuck Krause
Guide Service
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Gregory
Shattuck Hunting Service
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Herrick
Bob’s Hunting Services
& Safari Lodge
TravelSD.com
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Hill City
Alexander’s Slate Rock
Ranch
Best Western Golden
Spike Inn
Black Hills Central
Railroad/1880 Train
Comfort Inn
Creekside Cottage B&B
Deerview B&B
High Country Guest
Ranch & Trail Rides
Hill City Chamber
Mount Rushmore KOA/
Palmer Gulch Lodge
Newton Fork Ranch
Rafter J Bar Ranch
Campground
Robins Roost Cabins
Hot Springs
Best Western Inn by
the River
Bison Motel
Budget Host Hills Inn
Comfort Inn
Elk Horn Cafe
Evans Plunge Inc.
Hot Springs Chamber
The Mammoth Site
Springs Bath House
Super 8
Wind Cave National Park
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Holiday Inn Express
Huron Chamber
& Visitors Bureau
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Badlands National Park
Badlands Ranch & Resort ■
Badlands/White River
KOA
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TravelSD.com
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Kadoka
Best Value Dakota Inn
Budget Host Sundowner
Motor Inn
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Kadoka Community
Betterment Association ■
Leewood Motel
Keystone
Anchorage B&B
Beautiful Rushmore Cave
Big Thunder Gold Mine
Creekside Dining
Durst Investments
Keystone Chamber
Miner's Resort
Mount Rushmore
Concessions
Mount Rushmore’s
Presidents View Resort
Mount Rushmore’s
White House Resort
National Presidential
Wax Museum
Pitchfork Fondue
President’s Alpine Slide
Roosevelt Inn
Rushmore Borglum
Story/Tours
Rushmore Express Inn
Rushmore Reservations
Rushmore View Inn
Spokane Creek Cabins
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International Society for
the Protection of
Mustangs and Burros ■
Lead
Best Western Golden
Hills Resort
Black Stone Manor
Cheyenne Crossing Store
Deer Mountain
TravelSD.com
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Lead cont.
Lead Chamber
Palace Express
President’s Park
Terry Peak
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Lemmon
Lemmon Chamber
Prairie Motel
Wheeler Manufacturing
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Madison
Madison Chamber
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Midland
Midland Pioneer Museum
Milbank
Milbank Chamber
Super 8 Motel
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Miller
Guest House
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Mission
Rosebud Casino
Mitchell
Anthony Motel
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Cabela’s
Comfort Inn Hotel
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Corn Palace CVB
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Days Inn
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Enchanted World Doll
Museum
Hampton Inn
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Holiday Inn
Kelly Inn and Suites
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Middle Border Museum
& Oscar Howe Art Center
Mike Kuchera’s Wild
West Expeditions
Motel 6
TravelSD.com
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Mitchell cont.
Prehistoric Indian Village
Musuem &
Archeodome
R&R Campground
Siesta Motel
Starlite Drive-In/
Luxury 5 Cinemas
Super 8 Motel
World’s Only Corn
Palace
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Mobridge
Klein Museum
Mobridge Chamber
The Wheel Restaurant
Wrangler Inn
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Montrose
Porter Sculpture Park
Murdo
Days Inn Range Country ■
Landmark Country Inn
Murdo Chamber
Pioneer Auto Museum
& Show
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South Dakota’s Original
1880 Town/Tee Pee
Motel
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Star Restaurant
Super 8 Motel
Nisland
Belle Fourche Game
Preserve
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TravelSD.com
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North Sioux City
Comfort Inn
Sioux City North KOA
Oacoma
Al’s Oasis
Cedar Shore Resort
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Midtown Properties, LLC
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2003 Co-op
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Oasis Inn/Kelly Inn
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Dakota Prairie Ranch
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Piedmont
Petrified Forest of the
Black Hills
Elk Creek Resort
Pierre
Best Western Ramkota
Hotel/RiverCentre
Broken Arrow Farms
Cherokee Charters
Capitol Inn & Suites
Comfort Inn
Cultural Heritage Center
Days Inn
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Governor’s Inn
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Hedman's Iron Horse Inn ■
Historic Goodner
House B&B
Kelly Inn
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Kings Inn & Convention
Center
Lighthouse Pointe/Oahe
Trails Golf Resort
Pierre CTB
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St. Charles Restaurant &
Caucus Lounge
Super 8 Motel
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Platte Chamber
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Sweeny’s B&B
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Pringle
Country Charm Cabins
& Corrals
Rapid City
Abend Haus Cottages
& Audrie’s B&B
Affordable Adventures
Alex Johnson Hotel
America Tours West
AmericInn Lodge
& Suites
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Apple Annie’s Guest House
Bear Country USA Inc.
Best Western Ramkota
Hotel/Minerva’s
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Best Western Town
& Country
Black Hills Caverns
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Black Hills Playhouse
Black Hills Reptile
Gardens
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Black Hills, Badlands
& Lakes Association
Budget Host Inn
Chapel in the Hills
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Circle B Ranch
Chuckwagon Supper
& Western Show
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Country Inn & Suites
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Dakota Pride
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Days Inn I-90
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EconoLodge I-90
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Flying B Ranch B&B
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Flying T Chuckwagon
Supper & Show
Foothills Inn
Fort Hays Chuckwagon
Supper & Cowboy
Music Show
Gray Line of the Black
Hills
Hart Ranch Camping
Resort
Hillside Country Cottages ■
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Rapid City cont.
Holiday Inn Express I-90
Howard Johnson
Express Inn
Hunan Restaurant
Lake Park Resort Motel
Meadowbrook Golf
Course
Mount Rushmore Black
Hills Gold &
Factory Outlet
Mount Rushmore Tours
Mystery Mountain Resort
Old MacDonald’s Farm
Peregrine Pointe B&B
Prairie Edge Inc.
Quality Inn
Radisson Hotel
Filly’s Restaurant
Ramada Inn Gold Key
Rapid City CVB
Rapid City KOA
RCC Western Stores
Rushmore Mall
Shebby Lee Tours
Sioux Pottery
Sitting Bull Crystal
Caverns
Stamper Black Hills Gold
Storybook Island
Super 8 Motel
The Great American
Tour Company
The Journey Museum
Travelodge
Whispering Pines
Campground
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Redfield
Redfield Chamber
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Progressive Salem
Association
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Seneca
Rainbow Lodge
Sioux Falls
AmericInn
Argus Leader/Sioux Empire
Ribfest
Best Western Empire
Towers
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Hotel
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Business Aviation Services
Catfish Bay Waterski
Park
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Comfort Inn North
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Comfort Inn South
Country Inn & Suites
Coyote Canyon Steak Buffet
Days Inn Empire
Empire Mall/Empire East
Great Bear
Great Plains Zoo &
Delbridge Museum
Hampton Inn
Hegg Companies
Holiday Inn City Centre
Holiday Inn Express
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Kelly Inn
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Outdoor Campus/
Sertoma Butterfly House
Prairie Star Gallery
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Ramada Inn
Convention Center
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Ramada Limited
RCC Western Store
Residence Inn by Marriott
Sheraton Hotel/Falling
Water Grille
Sioux Falls CVB
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Sleep Inn
SD Symphony
Super 8 Motel, 41st St. ■
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Sioux Falls cont.
Washington Pavilion
of Arts & Science/
Kirby Science Center ■
Wild Water West
Waterpark
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Sisseton
Sisseton Chamber
Spearfish
Bay Leaf Café
Best Western Black
Hills Lodge
Black Hills Passion Play ■
Cedar House Restaurant
Crow Peak Outfitter
Dakota Quilt Work
DC Booth Fish Hatchery
Dolls at Home
Fairfield Inn by Marriott
Guides To Go
High Plains Western
Heritage Center
Holiday Inn &
Convention Center
Howard Johnson Express
Inn
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Kelly Inn
Matthew’s Opera House
Orchard Creek Cottages ■
Secret Garden B&B
Spearfish Canyon Resort ■
Spearfish Center for the
Arts & Humanities
Spearfish Chamber
& CVB
Spirit of the Hills
Wildlife Sanctuary
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Springfield Chamber
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Old Stone House B&B
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Sturgis cont.
Star Lite Motel
Sturgis Chamber
Western Transportation
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Spring Lake Lodge
Veblen
Prairie Sky Guest &
Game Ranch
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Vermillion
Buffalo Run Resort
Comfort Inn
National Music Museum
Prairie Inn/Travelodge ■
Super 8
Vermillion Chamber
Wall
Arrow Campground
Best Western Plains
Motel
Cactus Cafe & Lounge
Elkton House Restaurant
Wall-Badlands Chamber
Wall Drug Store Inc.
Wounded Knee Museum
Watertown
Best Western Ramkota
Hotel
Bramble Park Zoo
Comfort Inn
Country Inn and Suites
Dakota Sioux Casino
Hillcrest Motel
Days Inn
Holiday Inn Express
Hotel & Suites
The Outfitter
Redlin Art Center
Super 8 Motel
Watertown CVB
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Wessington Springs
Shakespeare Garden Society
Wessington Springs
Chamber/Development
Corp.
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Lazy 69 Quarter Circle
Ranch
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Whitewood
Whitewood Creek Ranch
Yankton
Best Western Kelly Inn
Broadway Inn
Holiday Inn Express
Hotel & Suites
Lewis & Clark
Recreation Area
Missouri River Rafting
Riverside Kennels
Southeast South Dakota
Tourism Association
Waterfront Gourmet Grill
Yankton Chamber
Yankton County
Historical Society
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Best Western Ramkota
Hotels of SD
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Children’s Fun Pass
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Marketing Association
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Marketing
The Office of Tourism aggressively markets
South Dakota as a vacation destination to a
variety of audiences. Our marketing programs
reach the traveling public as well as key
segments of the travel trade. We’ll use tools
like direct sales, familiarization tours, publications and the media to “sell” our message
and increase our market share of travelers.
AAA Marketing
Wyoming, includes an ad in the May issue of
Home and Away.
American Automobile Association members
represent a huge market for South Dakota. AAA
and CAA have 46 million members in the United
States and Canada. Twenty-five percent of all
U.S. households have an AAA membership. The
Office of Tourism works with AAA offices to
ensure that South Dakota gets its share of AAA
business. Here’s a look at the efforts planned
for 2004.
Blitzes
In January, we visited targeted AAA offices in
Nebraska, Iowa and Minnesota to promote South
Dakota’s vacation opportunities. South Dakota’s
attractions, events and scenic beauty were showcased. In February, we’ll visit select offices in
Pennsylvania and Ohio.
NEW!
E-mail Blasts
Familiarization Tours
The Office of Tourism will coordinate a familiarization tour for AAA travel counselors in
September 2004. Counselors from across the
country are invited on a tour of South Dakota.
Partners in the visitor industry contribute complimentary lodging, meals and admissions to attractions. After experiencing South Dakota for themselves, the travel counselors are better equipped
to sell the state to travelers.
In January, the Office of Tourism began sending
monthly e-mail blasts to AAA offices nationwide.
Each month we highlight events and South Dakota
AAA Gem attractions, provide South Dakota AAA
statistics and more. AAA offices also have the
opportunity to request South Dakota literature.
NEW!
South Dakota Great News
A new name and a new look grace the cover
of our four-page travel business newsletter. Great
News, formerly Travel Trade, remains a resourceful tool for travel counselors. It is published three
times a year (spring/summer, fall and winter)
and is sent to AAA/CAA offices throughout North
America. Great News is designed to keep travel
counselors thinking about South Dakota as a
destination. It includes visitor opportunities,
itineraries and information about new attractions
and events.
TourBook, CampBook, and
Home and Away
Tourism is an annual advertiser in the North
Central editions of AAA TourBook (circulation:
687,300) and CampBook (circulation: 225,000).
Our full-page color ads have the prime inside
front cover position.
We get our promotional message in
front of AAA members with ads in
Home and Away
magazine (circulation: 1.4 million).
An ad ran in the
September 2003
issue, hitting
readers in the
Midwest. The Four
Parks co-op campaign, a joint promotion with
Montana and
FOR INFORMATION
René Vallery, AAA Marketing Manager,
(605) 773-3301 rene.vallery@state.sd.us
Film Office
The South Dakota Film Office markets the state to
motion picture, television, documentary and commercial projects. Productions of this nature bring
dollars to South Dakota’s economy by hiring
locals to act as extras or crew people. Film crews
eat in restaurants, stay in hotels and use other
2004 AAA CampBook ad
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services. These big screen moments provide
national exposure for our state. Below is
Tourism’s plan for attracting film/video projects in
the months ahead.
Film and Video Production
Directory
This directory is a comprehensive guide for film
and video industry representatives interested
in South Dakota as a filming location. The directory contains location photos, seasonal weather
information, service listings and all pertinent
laws and guidelines. The directories are sent
out upon request and distributed at film trade
shows and festivals. The content is also available
on FilmSD.com.
NEW!
FilmSD.com
The South Dakota Film Office unveiled
FilmSD.com in March 2003. The Web site contains
all the information in the production guide plus
an extensive online location photo library and
comprehensive crew database.
Trade Shows
In April 2004, we will attend the Association of
Film Commissioners International Locations Expo
in Santa Monica, Calif. More than 3,500 industry
decision makers attend this trade show, providing
us with valuable face time to pitch South Dakota
as a filming location. South Dakota partners with
the Montana, Wyoming, and Idaho Film Offices
for this event. This consortium has a booth that
resembles an Old West town.
TravelSD.com
Tourism also partnered with Wyoming, Montana
and Idaho to host an official Sundance Film
Festival filmmakers reception during the 2004 festival in Park City, Utah. This reception provided
us with face-to-face interaction with both independent filmmakers and studio representatives.
Hostings
The South Dakota Film Office works closely
with filmmakers to scout locations for prospective
projects. We arrange low or no cost scouting
trips for decision makers to see our locations
first-hand. Once they are in the state, we assist
with scouting, accommodations and access to
certain locations.
Premieres
In 2003 two
movies filmed in
South Dakota
were unveiled.
Dreamwork’s
“Head of State”
starring Chris
Rock opened as
the number one
film in America
the week of
March 28, 2003.
The movie was
released on video
Aug. 12, 2003.
Last year also
brought about
“Head of State” movie poster
the release of
“Skins” on video. Skins was shot in 2001 on the
Pine Ridge Reservation by director Chris Eyre.
South Dakota will receive prominent play in two
premieres in spring 2004. Disney’s feature film
“Hidalgo,” which filmed in the Black Hills in
2002, will premiere in March. “Hidalgo” is the
story of Frank T. Hopkins (played by “Lord of
the Rings” star, Viggo Mortenson) and his famous
mustang horse Hidalgo. The movie begins in
South Dakota both in story and location. Hopkins’
adventures take him to Morocco for a cross-desert
race. This film promises to be a huge release for
Disney and will provide great exposure for South
Dakota. Our state is even mentioned prominently
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in the movie’s trailer, which can be seen at
hidalgo.movies.com.
Industry Organizations
The South Dakota Film Office belongs to the
Association of Film Commissioners International,
an organization that promotes location filming
worldwide as well as the education and expansion of film offices. We also belong to FilmUS,
an organization that promotes filming in the
United States. By networking with members of
each group, we keep abreast of the hot issues
affecting the film industry and keep tabs on what
other states are doing.
Historic Deadwood
The wild and woolly, rootin’ tootin’ Western history of Deadwood is featured in a new HBO
series premiering March 4, 2004. “Deadwood,” a
historical fiction based series, offers a rough and
gritty look at the gold rush and settling of the
Black Hills. The Film Office scouted with this
production for almost two months in the summer
of 2003. The series promises to give Deadwood,
the Black Hills and all of South Dakota unbelievable exposure. Keith Carradine and Timothy
Olyphant star.
Award-Winning Marketing Efforts
The South Dakota Film Office won second
place for the production guide, third place for
direct mail, and third place for black-andwhite full page ad in the state/province/region
category in the 2003 AFCI marketing competition. Tourism did all the creative work on
these pieces internally.
Direct Mail Efforts
Advertising
This year, the Film Office created a new ad to run
in the trade magazines of Shoot (circulation:
15,000) and Production Update on Location (circulation: 27,500). We also ran display ads in the
annual industry directories
of Kemps
International
(circulation:
5,000),
LA 411 (circulation:
10,000) and
NY 411 (circulation:
10,000).
Production Update on Location ad
TravelSD.com
One of three Film Office postcards
The South Dakota Film Office sends 1,200 postcards in February, July and October to industry
decision makers who have worked with us,
sought information from us in the past or have
been identified as major players in the entertainment business. The postcards feature unique filming locations and describe the services offered by
the Film Office. The 2003 mailing promoted the
new Web site, FilmSD.com.
49
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South Dakota Film Festivals
In 2004, the Film Office is promoting and participating in two in-state film festivals. The Black
Hills Microcinema Film Festival is June 16-18 in
Rapid City. Formerly the ReWind Film Festival,
this event concentrates on film productions with
a budget of less than $50,000. The Native Voice
Film Festival in Rapid City, Jan. 28-31, is in its
second year. This festival will feature Chris Eyre’s
newest film, “Edge of America.”
FOR INFORMATION
Chris Hull, Film Office Manager, (605) 773-3301
chris.hull@state.sd.us
Important Dates
Jan. 28-31 Native Voice Film Festival, Rapid City
April 11-13 American Film Commissioners
International Locations Expo,
Santa Monica, Calif.
June 16-18 Black Hills Microcinema Film
Festival, Rapid City
Group Tour
Motorcoach tours can mean money in your pocket. That’s because, according to the American Bus
Association, the average overnight tour group
spends between $5,000 and $7,500 per day in a
community. The Office of Tourism’s group tour
marketing program targets domestic and international tour operators. Here’s what Tourism is
doing to see that South Dakota gets more motorcoach business.
North American packaged travelers spent
$99 billion on trips to destinations within the
United States.
Source: National Tour Association’s Packaged Travel
in North America, 2001 Edition
state and hosts
Fam tours payoff
them as they
“Today I received a very nice
experience our
package from South Dakota!
sites and activiThank you very much for
ties. Partners in
the wonderful souvenir and
the private secvideo. I just played it in our
tor provide
store and people from outcomplimentary
side can see it, because we
admission,
show it on a huge screen. I
meals and lodgwill book my first clients to
ing. Tourism
Custer State Park, included
will promote
is a buffalo jeep safari and I
the new 2
booked Deadwood! I am
Nation Tours,
sure that in the future I will
a multi-state/
send more and more clients!
province
I also wrote offers for
tourism consorclients to spend three nights
tium, with a
in a Sioux tipi... Plus, I realgroup tour fam
ly plan to come back for
June 4-9. The
vacations and to stay at
fam will follow
least one week! Once again
the itinerary
thank you very much!
of 2 Nation
Tour’s Signature
Tour, which fea- - Mike Boldt, CRD INTERNATIONAL, Germany, participant in 2002
tures popular
RMI South Dakota Megafam
attractions in
South Dakota.
Consortium partners, Minnesota, North Dakota
and Manitoba, will each host separate Signature
Tour fams.
Marketing to Japan
South Dakota is part of the Back to Nature tours,
featuring the Black Hills, promoted by Osamu
Hoshino to the Japanese market. Hoshino is
based in the U.S. and actively markets tours
through seminars and tradeshows in Japan and at
the Travel Industry Association of America’s Pow
Wow. The U.S. Mainland Tourism Recovery
Committee has chosen Back to Nature V as one
of its three final products. It will be featured by
the top seven wholesalers in Japan in 2004.
Fam Tours
Trade Shows
Familiarization tours give tour operators a chance
to experience South Dakota first-hand so they can
better sell the state to their clients. The Office of
Tourism invites qualified tour operators to the
Key trade events provide members of South
Dakota’s visitor industry the opportunity to meet
one-on-one with tour operators nationwide to
market South Dakota. The Office of Tourism
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attended the American Bus Association (ABA)
Marketplace in January and will attend the
National Tour Association’s (NTA) Annual
Convention in November. Prior to each event,
a postcard is mailed to ABA and NTA tour operator members listing who from South Dakota will
attend each event. South Dakota attendees meet
with tour operators, attend seminars and network.
In late August, Tourism will caucus with South
Dakota ABA and NTA members to prepare for
the trade shows. Group tour issues, trends and
destination cross-selling will also be discussed.
opportunities statewide. In addition to highlighting group destinations and attractions, it contains
maps and mileage charts, sample itineraries,
escort notes and listings of attractions, accommodations, restaurants and services. The guides are
sent to tour operators and distributed at trade
shows. The information is also available online
at Tourism’s new group tour Web site,
TourSDakota.com. The guide will be updated
in 2004.
NEW!
2 Nation Tours
In April, Tourism will attend the Travel Industry
Association of America’s Pow Wow in Los
Angeles, Calif., which brings together international tour operators and journalists. The Office of
Tourism will co-op with five industry partners for
a Pow Wow booth and participate in scheduled
appointments with tour operators.
South Dakota has partnered with North
Dakota, Minnesota and
Manitoba in a new tourism consortium to increase
group tours and provide tour operators with new
itineraries linking the three states and one Canadian province. Two Nation Tours promotes
themed itineraries that give group travelers the
opportunity to explore the region: City Nights
and Northern Lights, Lewis and Clark’s Great
Adventure, Heritage Highlights, Spirit of the
Frontier, The Great Wild North, Wine and
Roses, Native Legends and Lore, and U-Betcha:
Winning Casinos.
Rocky Mountain International
South Dakota
partners with
Wyoming,
Montana and
Idaho in Rocky Mountain International (RMI), a
consortium that promotes and cross-sells the
region to the international market. The region is
promoted as a destination that showcases “The
Real America.”
The Signature fam tour (City Nights and Northern
Lights) will take place in each of the participating
consortium states/province in 2004.
2004 Group Tour Co-op
Advertising
RMI’s Roundup will be held in Cody, Wyo., May
14-17, providing members of the visitor industry
an opportunity to meet and market their business
to more than 30 international tour operators. The
RMI Megafam for tour operators will take place in
South Dakota and Montana in fall of 2004.
Tourism will also participate in overseas sales
missions with RMI. Down the road, these personal contacts convert into actual tours to the state.
After attending the missions, all leads will be sent
to South Dakota group tour suppliers and the
Office of Tourism will follow-up with tour operators and journalists.
Group Tour Planning Guide
2003 Group Tour Co-op
ad cover
The Group Tour Planning Guide provides tour
operators with a comprehensive overview of tour
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51
A four-page ad
featuring South
Dakota businesses that cater to
groups will run
in the October
2004 issue of
Courier (circulation: 5,500), the
National Tour
Association’s official magazine.
We will research
another publication for ad insertion. In addition,
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this same piece will be direct mailed to more
than 3,000 domestic tour operators. Ads for 22
partners will be included in the piece. Expanding
the reach, circulation and partner fees of the 2004
Group Tour Co-op is being researched.
Print Advertising
We’ll run an ad in Travel Marketing Group’s
Brochure File Folder, which is distributed to
10,000 decision makers in the group tour industry
in January. The ad will promote the group tour
planning tools available from South Dakota
Tourism.
NEW!
South Dakota Great News
Three times a year (spring/summer, fall and winter), tour operators receive South Dakota Great
News. Formerly Travel Trade, the newsletter has
a new name and a new look, but provides the
same great service. It’s designed to keep members
of the travel trade abreast of developments in
South Dakota. Each issue contains information
about new attractions and events as well as suggested itineraries.
NEW!
TourSDakota.com
group tours to South Dakota. TourSDakota.com
has numerous features that allow tour operators
to research everything they need to plan their
South Dakota tours, beginning with itinerary suggestions and motorcoach regulations to accommodations, restaurants and attractions that can handle motorcoach groups. Much of the information
is taken from the South Dakota Group Tour
Planning Guide, which contains information
about participating partners. TourSDakota.com
also offers information on receptive operators and
transportation, gaming and major attractions.
Information on American Indian culture, South
Dakota’s Lewis and Clark Trail, history and
mileage charts are just clicks away. Tour operators can also request more information or find out
the latest news and upcoming events of interest
to the group tour market.
A total of 563 motorcoach tours stopped at
South Dakota’s Interstate Information Centers
in 2003, up from 552 in 2002. Of those 563
tours, 13.7 percent were international tours.
Escort Notes
This guide comes in handy for tour leaders traveling in South Dakota. South Dakota Escort Notes is
chock-full of valuable information like stories, legends, history, facts and trivia to assist motorcoach
operators in giving their tour participants the best
South Dakota vacation ever.
FOR INFORMATION
Maureen Droz, Group Tour Manager, or Vicky
Engelhaupt, Group Tour Assistant, (605) 773-3301
maureen.droz@state.sd.us
vicky.engelhaupt@state.sd.us
Important Dates
March 11-17
March 25
In 2003, the Office of Tourism launched its new
group tour Web site, TourSDakota.com. The Web
site is designed to assist domestic and international tour operators in making arrangements for
TravelSD.com
April 22-24
52
International Tourism Bourse,
Berlin, Germany
Minnesota Group Tour Expo,
Minneapolis, Minn.
Rocky Mountain International
Summit, Los Angeles, Calif.
SDVisit.com
April 24-29
May 14-18
June 4-9
June 19-26
September
Sep. 28Oct. 5
November
Nov. 12-16
January
2005
Feb. 5-10,
2005
Travel Industry Association of
America Pow Wow,
Los Angeles, Calif.
Rocky Mountain International
Roundup, Cody, Wyo.
2 Nation Tours, Signature group
fam tour
See America Central London and
Scottish Sales Mission, United
Kingdom
Rocky Mountain International
Megafam, South Dakota and
Montana
Buffalo Roundup fam, Black Hills
Visit USA Show, Italy
National Tour Association Annual
Convention, Toronto, Ontario
Vakantiebeurs-Utrecht, Sales
Mission, Benelux
American Bus Association
Marketplace, Chicago, Ill.
Hospitality Program
Service can make or break a visitor’s experience,
whether they’re dining out, checking in, fueling
up, or shopping. Through the Hospitality
Program, the Office of Tourism aims to raise the
level of customer service statewide. Tourism also
seeks to recognize and support those businesses
that provide outstanding customer service.
Great Service STAR Designation
Participants who complete a four-step process
will be awarded the Great Service STAR and may
use it in their advertising and promotional efforts.
The steps include: 1) participating in an approved
hospitality training workshop, 2) offering a visitor
comment mechanism at the establishment, 3) giving recognition to employees who provide great
service, and 4) applying for the George S.
Mickelson Great Service Award. The STAR symbolizes a business’ commitment to outstanding
service. It’s displayed with listings in the services
directory of the South Dakota Vacation Guide and
on our Web site, TravelSD.com.
TravelSD.com
Employee Recognition
Employees who
have been recognized by visitors
for giving exemplary service are
eligible to receive
an official Great
Service certificate
of recognition,
gold star or lapel Great Service Star lapel pin
pin. In order to
receive any of these items from the Office of
Tourism, the business manager must send an official nomination form or copy of a visitor’s letter
that praises the staff member. The certificate is
signed by the governor and is awarded to eligible
entries upon their first recognition by a visitor;
the star adheres to the certificate and is awarded
to the same employee upon their second recognition; the Great Service lapel pin depicts the star
logo and may be proudly worn by the employee
upon their third recognition. Nominations are
required and are reviewed prior to the award of
each item. Businesses that wish to go through the
process to earn the Great Service STAR designation may use this program to meet Step 3, giving
recognition to employees who provide great service. As of mid-December 2003, 942 employees
received the certificate, 365 received the star and
186 earned the lapel pin for Great Service.
Training
Rookie or veteran, everyone in the hospitality
industry can benefit from a refresher course in
customer service. Front-line training will be
offered at four regional seminars in late May
and early June. This training will help businesses
wishing to earn the Great Service STAR designation achieve Step 1 (left), participating in an
approved hospitality training workshop. Look
for registration information in early spring. In the
fall of 2004, 10 cities will have the opportunity to
participate in customer service training. Two-hour
seminars will be conducted by the Office of
Tourism. Look for information and seminar criteria in the spring. A management training seminar
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will also be offered in Pierre April 22. Details and
registration information will be announced via
mailings and on SDVisit.com.
George S. Mickelson Great
Service Award
Each year, the prestigious George S. Mickelson
Great Service Award is presented to a business,
community or organization that excels in customer service. The winner is announced at the
annual Governor’s Conference on Tourism and is
awarded a $1,000 credit to be used in any of
Tourism’s cooperative advertising programs.
FOR INFORMATION
René Vallery, Hospitality Program Manager,
(605) 773-3301 rene.vallery@state.sd.us
These South Dakota businesses have earned recognition as Great Service STAR providers for
2004. Watch for this symbol to be displayed at their property and in their advertising.
Aberdeen
Aberdeen Parks, Recreation
and Forestry Dept./
Wylie Park
Batesland
Wakpamni Bed and Breakfast
Brookings
Dakota Ram Inc.
Chamberlain
Akta Lakota Museum –
St. Joseph’s Indian School
Fort Welikit Family
Campground
Game, Fish and Parks
Department – Custer
State Park
L & J Golden Circle Tours
Rock Crest Motel
AmericInn and Suites
Clear Lake
Game, Fish and Parks
Department – Lake
Cochrane Recreation Area
Corona
Game, Fish and Parks
Department – Hartford
Beach State Park
Custer
Best Western Buffalo Ridge Inn
Black Hills National Forest
Custer Area Chamber of
Commerce
Days Inn
Flintstones Bedrock City
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Dakota Dunes
Country Inn & Suites
Deadwood
Black Hills Hideaway B&B
Cadillac Jacks and AmericInn
Comfort Inn at Gulches of Fun
Deadwood Gulch Resort
First Gold Hotel
Four Aces and Hampton Inn
Gold Dust Gaming
Holiday Inn Express
Mineral Palace Hotel
Super 8 Lodge
Hill City
Best Western Golden Spike Inn
Black Hills Central
Railroad/1880 Train
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Harney Peak Motel
& Bungalow
Lantern Inn
Mount Rushmore KOA/Palmer
Gulch Lodge
Mount Rushmore Brewing
Company
Pine Rest Cabins
Robins Roost Cabins
Hot Springs
Budget Host Hills Inn
Comfort Inn
Evans Plunge
Game, Fish and Parks
Department – Angostura
Recreation Area
Hot Springs Chamber of
Commerce
The Mammoth Site
Wind Cave National Park
Keystone
Anchorage Bed and Breakfast
Beautiful Rushmore Cave
Big Thunder Gold Mine
Keystone Chamber of
Commerce
Mount Rushmore Econo-Express
Mount Rushmore President’s
View Resort
Mount Rushmore White House
Resort
Xanterra Parks and Resorts
SDVisit.com
Lake Andes
Game, Fish and Parks
Department – North Point
Recreation Area
Lake City
Game, Fish and Parks
Department – Roy Lake
State Park
Lead
Golden Hills Inn
Palace Express
Mitchell
Corn Palace Convention and
Visitors Bureau
Days Inn
Hampton Inn
Holiday Inn and Convention
Center
World’s Only Corn Palace
Murdo
Pioneer Auto Museum
Oacoma
Cedar Shore Resort Inc.
Oasis Inn
Pierre
Best Western Ramkota Inn
Game, Fish and Parks
Department – Farm Island
Recreation Area
Game, Fish and Parks
Department – West Bend
Recreation Area
Governor’s Inn
Kelly Inn
Lighthouse Pointe/Oahe Trails
Golf Resort
TravelSD.com
Platte
Game, Fish and Parks
Department – Buryanek
Recreation Area
Game, Fish and Parks
Department – Platte Creek
Recreation Area
Game, Fish and Parks
Department – Snake Creek
Recreation Area
Rapid City
AmericInn Lodge and Suites
Black Hills Caverns
Black Hills Visitors Information
Center
Best Western Ramkota Hotel
& Convention Center
Country Inn & Suites
Foothills Inn
Hampton Inn
Hillside Country Cottages
Hotel Alex Johnson
Lake Park Campground
Lamplighter Inn
Quality Inn of Rapid City
Ramada Inn
Rapid City Convention and
Visitors Bureau
Reptile Gardens
Rushmore Shadows Resort
Super 8
The Journey Museum
Sioux Falls
Best Western Ramkota Inn
Game, Fish and Parks
Department – Outdoor
Campus
Hampton Inn
Holiday Inn Express Hotel
& Suites
Kelly Inn
Sertoma Butterfly House
Washington Pavilion of Arts and
Science
Wild Water West
55
Spearfish
Best Western Black Hills Lodge
D.C. Booth Fish Hatchery
Fairfield Inn by Marriott
Spearfish Canyon Lodge
Wall
Elkton House Restaurant
Wall-Badlands Chamber
of Commerce
Wall Drug Store
Watertown
Best Western Ramkota Hotel
Country Inn & Suites
Game, Fish and Parks
Department – Pelican Lake
Recreation Area
Game, Fish and Parks
Department – Sandy Shore
Recreation Area
Redlin Art Center
Watertown Convention and
Visitors Bureau
Yankton
Best Western Kelly Inn
Broadway Inn
Game, Fish and Parks
Department – Lewis and
Clark Recreation Area
Holiday Inn Express and Suites
Yankton Chamber of Commerce
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Interstate
Information Centers
lights South Dakota’s history, legends, attractions,
culture and the Lewis and Clark Trail.
NEW!
Lewis and Clark Video
A captive audience travels the Interstate 90 and
29 corridors. We “sell” these visitors on South
Dakota’s vacation opportunities when they stop at
the 13 Interstate Information Centers near
Vermillion, Valley Springs, Wilmot, New Effington,
Salem, Chamberlain, Vivian, Wasta, Tilford and
Spearfish. The Information Center programs are
designed to increase visitors’ length of stay and
money spent in South Dakota. Here’s how the
Office of Tourism does it:
Travel Counselors
In January, we’ll seek applications to hire in April
a group of 75 travel counselors to staff the
Interstate Information Centers. This front-line
crew makes it their mission to convince travelers
to spend more of their vacation in South Dakota.
The counselors visit one-on-one with travelers
suggesting things to see and do, offering a variety
of travel materials and making travelers feel welcome. Prior to the summer season, travel counselors will participate in a familiarization tour of
South Dakota. Members of the visitor industry
may help host the tour by offering complimentary
lodging, meals or attraction visits for the travel
counselors. Businesses benefit by giving travel
counselors a first-hand experience and the ability
to cross-sell more effectively.
Travel Tapes and Compact Discs
In 2003,
more than
2,600 visitors
took travel
audio tapes
and CDs out
on loan from
the Interstate
Information
Centers. The
four-part
series is designed to pique traveler’s interest in
seeing more of South Dakota. The series high-
TravelSD.com
In 2004, visitors will have the opportunity to rent
a video showcasing Lewis and Clark’s journey
through South Dakota. The video, on VHS and
DVD, will be available at the Vermillion and
Chamberlain Information Centers.
Travel Literature
At each of the Information Centers, visitors can
pick up travel brochures from visitor industry
businesses. Members of the South Dakota visitor
industry may display brochures at any of the 13
Interstate Information Centers free of charge.
Brochures must first be reviewed by the Office of
Tourism. Brochures will be accepted throughout
the summer. Industry members are responsible
for delivering or shipping brochures to the centers, following the review process.
Promote with Posters
and T-Shirts
For a small fee, South Dakota visitor industry
members can promote an attraction, property or
city at Interstate Information Centers by participating in Tourism’s poster program. Partners may
display posters at eight Interstate Information
Centers located near Valley Springs, Vermillion,
Wilmot, Salem, Chamberlain, Vivian, Wasta and
Spearfish. Posters promoting a special event may
be displayed two weeks in advance of the event
free of charge. (See page 25 for information.)
Each Wednesday and Friday, travel counselors
wear T-shirts promoting visitor industry businesses. There’s no charge to participate; partners simply supply the shirts. (See page 25 for details on
getting involved.)
Community Blitzes
Communities, visitor industry businesses and
organizations can host a “blitz” at the Interstate
Information Centers with prior approval from the
Office of Tourism. Blitzes give groups a chance to
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greet visitors one-on-one, distribute literature and
entice them to visit their location or business.
FOR INFORMATION
René Vallery, Information Center Manager,
(605) 773-3301 rene.vallery@state.sd.us
Important Dates
May 3-7
May 4
May 5
May 15
Training tour for Interstate
Information Center counselors
Eastern South Dakota
literature swap
Black Hills, Badlands and Lakes
literature swap
Interstate Information Centers open
Lewis and Clark
Promotions
“. . . the object of your mission is to explore
the Missouri river, and such principal
streams of it, as, by its course and communication with the waters of the Pacific Ocean,
whether the Columbia, Oregon, Colorado or
any other river, may offer the most direct and
practicable water communication across this
continent for the purposes of commerce...”
-Thomas Jefferson
America is commemorating the 200th anniversary
of the legendary expedition of the Corps of
Discovery, led by Captains Meriwether Lewis and
William Clark. Tourism is prepared for the bicentennial, 2003-2006, and the historical travelers it
will bring to South Dakota. Tourism’s efforts
include the following:
Trail Organizations
For more than 35 years, the National Lewis and
Clark Trail Heritage Foundation has been the lead
organization in education and research about the
Lewis and Clark expedition. In the early 1990s,
the foundation realized interest in the historical
event was growing rapidly as the bicentennial
TravelSD.com
years approached. Seeing this as an opportunity
to share the story, the foundation established the
National Lewis and Clark Bicentennial Council
which is responsible for the promotion and marketing of the bicentennial. The Office of Tourism
is a long-time member of the Trail Heritage
Foundation and attends their annual meetings.
Tourism also attends the National Council meetings, which are held twice a year, to network,
share ideas and brainstorm on effective promotions to benefit trail states.
NEW!
The National Lewis and Clark Council is partnering with the National Ad Council in a threeyear marketing campaign. The Lewis and Clark
Council and participating trail states will collectively contribute approximately $550,000 per
year toward the campaign. In return, the Ad
Council will provide media placements valued
at an estimated $35 million per year. The campaign started in the fall of 2003 and will continue
through 2006. Advertisements describe the commemoration and encourage viewers, listeners
and readers to visit the National Lewis and Clark
Council’s Web site, lewisandclark200.org, which
includes links to trail states’ Web sites.
States located along the Lewis and Clark Trail
have joined together and formed the Circle of
State Advisors (COSA) which serves as an advisory board to the National Council. The Office of
Tourism has been an active member of COSA
since its inception. Cindy Tryon, Rural
Tourism/Lewis and Clark Manager, is a former
chairperson of COSA. Membership in these
organizations allows Tourism to better assist South
Dakota communities and tribes in planning and
preparing for the bicentennial commemoration.
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NEW!
South Dakota’s Lewis and Clark
Signature Event
South Dakota Corps of
Rediscovery
In the spring of 2001, the National Lewis and
Clark Council established the National Lewis and
Clark Signature Event program to link the trail states’
commemorations. The
events encourage heritage
tourism and economic
development all along the
Lewis and Clark Trail. The
tribes in South Dakota
were invited to develop an
event for inclusion in the
National Signature Event
program. The Alliance for
Tribal Tourism Advocates
(ATTA) has taken the lead
in planning South Dakota’s
Signature Event, “Oceti
Sakowin Experience:
Remembering and
Educating.” (Oceti
Lewis and Clark
Sakowin is Lakota for
Signature Event
Seven Council Fires.) The
rack card
event kicks off with an art
show and auction Aug. 27-28 at Cedar Shore
Resort near Oacoma. The event spreads across
the state Aug. 29 and continues through Sept. 26.
On April 9,
1996, a small
group of people
gathered in
Chamberlain to
begin preparing
for South
Dakota’s role in
commemorating
the Lewis and
Clark Bicentennial. Getting
together twice a year, the group grew with each
meeting. In the summer of 2000, Gov. William J.
Janklow officially designated this grassroots group
as the state’s planning committee for the bicentennial and named them the South Dakota Corps
of Rediscovery.
The Office of Tourism is working with ATTA as
an advisor for planning the event. Tourism developed a brochure which gives general information
about the event for early promotional use. It was
distributed at the kick-off Signature Event at
Monticello, Va. in January 2003, Interstate
Information Centers and upon request. A new
brochure with specific event information is being
planned for distribution at Interstate Information
Centers and upon request.
The group now has more than 100 members and
continues to grow. Statewide meetings are held
four times a year at locations along the trail. They
are open to anyone interested in learning more
about South Dakota’s plans for the bicentennial.
The qualifications for becoming a member of the
Corps of Rediscovery are attending at least two
statewide meetings, planning to attend future
statewide meetings and participating in at least
one Lewis and Clark event at the local, tribal,
state or regional level.
Members of South Dakota
Corps of Rediscovery
Jan. 18, 2003 marked the kick-off of the bicentennial when the first of 15 Signature Events was
held at Monticello, Va. The second event, Falls
of the Ohio Signature Event, was held in
Louisville, Ky. and Clarksville, Ind., Oct. 14-26,
2003. Go to lewisandclark200.org and click on
Signature Events for a complete listing of the
Signature Events.
TravelSD.com
Brandon
Former Rep. William
Janklow
Chamberlain
Leonard Andera
Charlotte Cadwell
James Lindley
Mike Normile
Cindy Peterson
Dixie Thompson
Bushnell
Dave Huebner
Deadwood
Ron Wheeler
Castlewood
Michael Haug
Eagle Butte
Bevin Circle Eagle
Denelle High Elk
Sherri Shepherd
Aberdeen
JoEllen Lindner
Brad Tennant
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Elk Point
Fern Chicoine
Stephen Martin
Alice Murphy
Isabel Trobaugh
Flandreau
Roxee Johnson
Fort Pierre
Laura Archambeau
Day Breitag
Fay Deal
Fort Thompson
Nancy Miller
Garretson
Lt. Gov. Dennis
Daugaard
Geddes
Maureen Dufek
Ron Dufek
Gettysburg
Jerry Gray
Frank Smith
Lower Brule
Nancy Big Eagle
Marlene Crow
Shary Fire Cloud
Mobridge
Louis Keller
Leland Keszler
Phyllis Keszler
Garret Ten Broek
Kim Ulmer
Pierre
Kay Agena
John Cooper
Kerry Frei
Sharla Garrett
Jerry Gavin
Julie Johnson
Mark Johnston
Karen Kern
Camille Kirchhoff
Kristie Maher
Cy Maus
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Rita Maus
Craig McIntyre
Nicole Nordbye
Gov. M. Michael
Rounds
Linda Sandness
Phil Sheffield
Russ Somsen
Lynn Spomer
Bill Stevens
Susan Stoneback
Stephanie Sullivan
Cindy Tryon
René Vallery
Patricia Van Gerpen
Jay Vogt
Susan Winthers
Kathy Zander
Pine Ridge
Doug Bissnoette
David Little
Platte
Dave Enke
Pollock
Waynette Geigle
Dennis Jensen
Rapid City
Daphne Richards Cook
Former Lt. Gov. Carole
Hillard
Ridgeview
Donna Rae Petersen
Sioux Falls
Bob Abbott
Dick Boyd
John Hirschman
Jerri Johnson
Troy Larson
Melissa O’Hara
Mary Stadick Smith
Mitchell Stewart
Jeff Stingley
Former Rep. John
Thune
Springfield
Sandy Korkow
Valley Springs
Porter Williams
Vermillion
Mary Edelen
Dr. William Farber
Jim Peterson
Mary Green Vickrey
Vivian
Lonis Wendt
Wakonda
John Young
Yankton
Jacquie Fuks
Kay James
Randy Kittle
Diane Norton
Carol Ryan
Judy Van Derhule
Karen Weber
Washington, D.C.
Sen. Thomas Daschle
Sen. Tim Johnson
Sioux City, Iowa
Don “Skip” Meisner
Helena, Mont.
Mike Oliver
Worthing
Larry Russell
NEW!
Lewis and Clark Trail Guide
The South Dakota’s Lewis and Clark Trail Guide
was updated in 2003. The guide is published
by the Office of Tourism with assistance from the
Great Lakes of South Dakota Association and
Southeast South
Dakota Tourism
Association. In May
2003, Tourism mailed
the new guide to
every household in
South Dakota and
broadcast a rotation
of two Lewis and
Clark television spots
throughout the state.
The purpose of the
campaign was to
promote awareness
of South Dakota’s
Lewis and Clark Trail
to South Dakota residents. The guides are
distributed at Interstate Information
Centers, communities
along the trail and
by request.
Lewis and Clark Trail Guide
Sisseton
Ed Evenson
59
SDVisit.com
Mapping the Trail
The Office of Tourism debuted South
Dakota’s first Lewis and Clark Trail
Guide in 1997, printing 25,000 copies.
A new version came out in 1998 and
60,000 copies were printed. The third
edition, 100,000 copies, was ready for
distribution in June 2000. In 2003,
Tourism designed, printed and began
distributing 255,000 copies of the fourth
edition of the South Dakota Lewis and
Clark Trail Guide.
Lewis and Clark Minutes
The Office of Tourism is continuing to partner
with South Dakota Public Broadcasting for the
production and broadcast of South Dakota Lewis
and Clark Minutes. The two and one-half minute
segments will be broadcast throughout 2004 on
South Dakota Public Television. Each segment
highlights the historic sites on the trail and what
present-day visitors will find there.
Essay Contest
Hundreds of South Dakota fourth-graders have
participated in Tourism’s Lewis and Clark essay
contest since the program began in 1999. The
contest is a way to raise public awareness
of the bicentennial, while educating youth about
South Dakota’s history. The Washington Pavilion
of Arts and Science in Sioux Falls plans to partner
with Tourism for the 2004 essay contest, to coincide with the presentation of “Lewis and Clark:
Great Journey West,” a National Geographic film
in the Wells Fargo Cinedome. Prizes are given
for first through fifth place winners, with Lewis
and Clark pencils and temporary tattoos sent to
each teacher who has a student’s entry make it
to the state level. The Division of Parks has
also joined the program as a partner, donating
camping packages and other prizes. The winner
will read his or her essay on South Dakota Public
Radio. The essay will also be posted on
TravelSD.com and press releases will be sent to
local papers in the winners’ communities.
TravelSD.com
Lewis and Clark Interstate
Information Center and Brochure
South Dakota’s newest Interstate Information
Center was completed in 2000 on Interstate 90
just east of Chamberlain. The center’s focal point
is a 55’ keelboat, modeled after the keelboat the
Lewis and Clark expedition used as they traveled
up the Missouri River. The center, designated an
official site on the Lewis and Clark Trail by the
National Park Service, was dedicated in July
2000 with a grand opening ceremony held in
August 2001. This center features exhibits telling
the story of the Corps of Discovery as they
traveled through present-day South Dakota.
To promote the center and its exhibits, Tourism
developed a brochure with financing from a grant
from the National Park Service. The brochure is
distributed at Interstate Information Centers and
to those requesting Lewis and Clark information.
FOR INFORMATION
Cindy Tryon, Lewis and Clark Manager, or Kerry
Frei, Lewis and Clark Assistant, (605) 773-3301
cindy.tryon@state.sd.us kerry.frei@state.sd.us
2004 Important Dates
Feb. 18
April
June
Aug. 27-28
Aug. 29Sept. 30
60
South Dakota Corps of Rediscovery
Meeting, Pierre Chamber of
Commerce, Pierre
South Dakota Corps of Rediscovery
Meeting, (date and location TBA)
South Dakota Corps of Rediscovery
Meeting, (date and location TBA)
Lewis and Clark Signature Event,
Chamberlain-Oacoma area
Lewis and Clark Signature Event,
statewide
SDVisit.com
Outdoor Promotions
Hunting and fishing is big business in South
Dakota. Sportsmen and women provide an economic boost to South Dakota communities yearround spending almost $500 million. Nationwide,
nearly 40 million Americans participate in outdoor
sports on a regular basis. Continuing to promote
outdoor opportunities in our state is important
and will play a major role in attaining the goals of
the 2010 Initiative. Here’s what the Office of
Tourism is doing to attract outdoor enthusiasts
in 2004.
programs, including Field and Stream Radio
which is broadcast to millions of outdoor enthusiasts nationwide.
NEW!
Touting the Mighty Mo’
In 2004, the Office of Tourism will coordinate a
media hosting designed to increase coverage of
Missouri River fishing, South Dakota’s Lewis and
Clark Trail and other river activities. This multimedia hosting will showcase the river as the ultimate outdoor destination.
NEW!
Television Promotion
Tourism is developing a new outdoor television
commercial that highlights the recreation possibilities in South Dakota. The commercial will air on
outdoor television programming throughout the
year during “Backroads with Ron and Raven,”
“Gary Howey’s Outdoorsman Adventures” and
“Tony Dean Outdoors.” The spot will be seen on
various cable and network stations, including
ESPN, ESPN2, Outdoor Channel, Outdoor Life
Network and affiliates of FOX, NBC, ABC and CBS.
Hostings
Word of mouth is a powerful medium. Whose
mouth is better to pass the word about South
Dakota’s outdoors than those seen by millions of
television viewers and read by thousands of subscribers? The Office of Tourism arranges dozens
of media hostings each year. We strive to receive
impartial third party endorsements of our product,
South Dakota. The celebrities, producers, editors
and writers Tourism hosts take the South Dakota
story, and their first-hand experiences, to the airwaves and pages of major publications.
Outdoor Magazine Advertising
The Office of Tourism will spread the word about
South Dakota fishing with ads in the spring issues
of Walleye Insider (circulation: 80,000) and another publication. We’ll place four-color ads in
Birder’s World (circulation: 64,290) and Audubon
(circulation: 462,100) magazines to promote the
bird watching opportunities in South Dakota. The
ads will promote birding opportunities statewide
as well as our birding trail guides.
In the months ahead, Tourism will work with
industry partners to arrange complimentary activities and accommodations for members of the
outdoor media. We’ll take them hunting, fishing,
skiing, snowmobiling, hiking, biking, kayaking
and on any other imaginable adventure. In turn,
South Dakota receives thousands of dollars of
free publicity.
Some of the shows we hosted in 2003 include
“Backroads with Ron and Raven,” “Benelli’s
American Safari,” “A Dog’s Life,” “Beretta World,”
“Hunting with Dez and Dash,” “ESPN Outdoors”
and “Larry Csonka Outdoors.” The cost of one 30second advertisement during these programs averages nearly $3,500. An entire show devoted to
South Dakota can be worth more than $25,000.
Outdoor News
Members of the outdoor media are kept abreast
of South Dakota opportunities and happenings
with Outdoor News, which is published twice a
year. Outdoor News contains timely press releases, story ideas and ready-to-use photographs
relating to outdoor opportunities in South Dakota.
The packet is mailed in the spring and fall to
3,000 members of the outdoor media, including
writers, editors, show producers, freelancers and
radio program hosts.
Some of the publications we’ve hosted include
Field and Stream; Outdoor Life; Retrieving Dog
Journal; North American Hunter; Guns and
Ammo; American Hunter and the St. Paul Pioneer
Press. We’ve also hosted a number of radio
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Adventure Travel Guide
Folks seeking
adventure travel
are one of the
fastest growing
groups of travelers in the world.
The Adventure
Travel Guide
helps keep them
on top of South
Dakota’s adventure offerings
with a comprehensive list of
activities and
providers in
South Dakota.
Providers who
offer an adventure, ranch or agricultural activity may receive a
free listing in the guide. The booklet is distributed
at Interstate Information Centers, through mailings
and upon request.
South Dakota Camping
Promotion
The South Dakota Campground Guide assists visitors in planning their camping vacations in South
Dakota. The South Dakota Campground Guide
includes listings of private, state and federal
campgrounds with maps and is published by the
South Dakota Campground Owners Association
with assistance from the Office of Tourism and
Department of Game, Fish and Parks. We also
have ads in the 2004 edition of Woodalls’s North
American Campground Directory and North
Central edition of the 2004 AAA CampBook.
Trade Organizations
Developing and maintaining relationships with
outdoor writers is essential to paving the way for
media coverage. Accordingly, Tourism maintains
active roles in professional organizations such as
the Outdoor Writers Association of America and
the Association of Great Lakes Outdoor Writers.
In 2004, we will also attend the SHOT (Shooting,
Hunting and Outdoor Trade) Show to meet with
members of the media.
Fishing and Hunting Guide
An updated
version of the
popular and
widely-distributed South
Dakota Fishing
and Hunting
Guide is now
available. The
guide is a
detailed
overview
of outdoor
resources in
the state. It
is distributed
to members
of the outdoor media and upon request. The
guide is also available online at TravelSD.com.
It’s a perfect publication for first-time visitors
hunting and fishing in South Dakota as well as
seasoned enthusiasts.
TravelSD.com
Direct Mail to Anglers
Each spring, a postcard is mailed to 13,000
anglers across the Midwest in a cost-effective
effort to promote South Dakota’s fishing opportunities. Recipients are urged to mail back a card
to receive more information about fishing in
South Dakota and to register for a chance to win
a free South Dakota fishing vacation. Last year we
saw a return rate of nearly 16 percent. That’s well
above the industry standard return rate of 1 to 3
percent. The 2004 mailing will be expanded and
will include a welcome message from Gov. Mike
Rounds, an avid angler.
NEW!
Birding
Birding is quickly becoming one of the most popular outdoor activities in the country. South
Dakota is benefiting as the state is truly a birder’s
paradise. Located in the middle of a major migratory route known as the central flyway, South
Dakota is one of the best places in the country
to watch birds. In May 2003, we hosted journalists
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on a tour of birding
hotspots like Sica
Hollow State Park,
Sand Lake National
Wildlife Refuge and
Bramble Park in
Watertown. The Office
of Tourism helped create the first birding
trail in the state, the
Glacial Lakes and
Prairies Birding Trail.
We also designed and
printed a comprehensive guide for the new
trail. We plan to
expand the trail into
South Dakota’s
Southeast region
in 2004 and to host
a fam trip of those
sites as well.
Important Dates
Feb. 12-15
May 17-21
June 1-5
June 19-23
Sept. 10-13
SHOT Show, Las Vegas, Nev.
Great Faces. Great Birding Places.
fam tour, Southeast Region
Explore the Missouri River and
Lewis and Clark Trail fam tour,
Great Lakes Region
Outdoor Writers Association of
America Annual Conference,
Spokane, Wash.
Association of Great Lakes
Outdoor Writers Conference,
Okoboji, Iowa
Public Relations
Tourism’s public relations efforts focus on gaining
national, regional and local media attention to
increase South Dakota’s image as a vacation destination and drive visitation to the land of Great
Faces and Great Places. These low-cost efforts
yield high returns, including coverage on national
and cable television networks and favorable articles in newspapers and travel magazines. In
TravelSD.com
FY03, our domestic media hostings resulted in
nearly $1.7 million worth of publicity for South
Dakota. We also garnered $1.4 million worth of
publicity for South Dakota with international
media outlets.
Media Hostings
Time and again, press trips and hostings have
proven to be successful tools in spreading the
South Dakota message to media. The print articles
and television shows that result from hosted
media trips lead to increased awareness of South
Dakota’s vacation opportunities. A third-party
endorsement of our state is one of the best
ways we can receive publicity. Featured businesses and attractions often report an increase in visitor inquiries immediately following the release of
an article or broadcast of a television program. In
2003, with the assistance of industry partners, we
hosted a number of media, including Endless
Vacation, New York Daily News and National
Public Radio, all totaling thousands of dollars in
publicity and exposing South Dakota vacations to
millions of people. This year, we will host five
press trips: a winter weather tour in the Black
Hills, bird watching opportunities in
the southeast,
recreation on the
Missouri River,
2003 Media
the Buffalo
Hostings
Roundup, and
• Arthur Frommer’s
the adventure
Budget Travel
and history of
• CNN
Lewis and Clark.
• Endless Vacation
• Focus on Travel
We are in constant
• KARE-11 TV,
contact with the
Minneapolis
media and these
• Las Vegas Reviewefforts pay off year
Journal
after year. From
• National Public Radio
large events such as
• New York Daily News
the Custer State
• Sioux City Journal
Park Buffalo
• Springfield NewsRoundup to Glacial
Leader
Lakes press trips,
• The Travel Channel
we are consistently
• Travel Life
featured in national
• Travel+Leisure Family
publications as well
• “World News Tonight
as television proWeekend”
gramming. The
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2003 Custer State Park Buffalo Roundup was
featured on television stations across the state
and region as well as receiving airtime on national news programs and local programs in our target markets.
2003 Media Hit Samples
• National Examiner (circulation: 460,000)
January, estimated value $13,948
• Arthur Frommer’s Budget Travel
(circulation: 450,000) June, estimated
value $120,000
• Midwest Living (circulation: 450,000)
June, estimated value $630,000
• Mobil Motorist (circulation: 250,000)
June, estimated value $50,000
• Minneapolis Star Tribune (Sunday
circulation: 673,528) July, estimated
value $16,500
• Robb Report (circulation: 107,000)
August, estimated value $17,890
• National Geographic Adventure
(circulation: 1.6 million) October,
estimated value $75,600
• Washington Times (circulation: 102,000)
October, estimated value $14,220
Media Kits
The Office of Tourism quickly fulfills media information requests by sending a comprehensive
media kit. It assists writers with story planning
and fact checking and includes story ideas, South
Dakota information and a high-resolution photo
CD-ROM featuring South Dakota images. The kit
is also available online at MediaSD.com where
high-resolution images can be downloaded. In
2004, we plan to make our entire press kit available on CD-ROM.
Satellite Feeds
The Office of Tourism continues to take advantage of state-of-the-art technology to show off
South Dakota. In 2003, we coordinated satellite
feeds during Mount Rushmore National Memorial’s Independence Day Celebration, Custer
State Park’s Buffalo Roundup and Sioux Falls’ Jazz
TravelSD.com
Fest. The Mount Rushmore feed ran during more
than 540 television broadcasts July 3-6, reaching
an audience of more than 26.2 million viewers.
ABC, CBS, CNN, CNN Headline News, FOX,
MSNBC, NBC and PBS were among the national
media airing the Mount Rushmore fireworks
footage. Local affiliates in 35 states used Tourism’s
satellite feed from Mount Rushmore. Almost
3 million viewers throughout the U.S. saw scenes
from the Buffalo Roundup at Custer State Park.
National Tourism Week
Every day of the year is a great time to raise public awareness and demonstrate how valuable the
visitor industry is, but one week each year is
set aside to formally recognize the industry,
National Tourism Week (NTW). The Office of
Tourism will conduct a public awareness campaign during National Tourism Week, May 8-16,
2004. Partnering with CVBs statewide, a variety of
media will be used to raise awareness of the visitor industry. In 2003, the “Have You Been To...?”
campaign educated citizens about what there is to
do in their backyards. The 2004 campaign will be
a similar effort to get South Dakotans exploring
their own state.
Media Blitzes
In February, Tourism will again team up with
the Four Parks partners, Wyoming Travel and
Tourism, Travel Montana, Xanterra Parks and
Resorts of Yellowstone and the Grand Teton
Lodge Company, and head to New York City for
a media blitz. The partners will meet with travel
and lifestyle magazine editors to promote travel to
our national treasures: Mount Rushmore National
Memorial, Yellowstone National Park, Grand
Teton National Park and Glacier National Park.
The 2003 Big Apple blitz resulted in Mount
Rushmore National Memorial and Crazy Horse
Memorial being mentioned on “Live with Regis
and Kelly.”
Trade Organizations
To maintain relationships with valuable members
of the travel media and pave the way for future
coverage, Tourism maintains memberships in the
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Society of American Travel Writers, Public
Relations Society of America and the Midwest
Travel Writers Associations. We attend their
important meetings and stay in contact with many
organization members.
Say Cheese!
Tourism’s Senior photographer Chad Coppess
was invited to participate in the “America
24-7” project as one of 1,000 photographers
across the country shooting photos for one
week, which will result in 53 separate books,
a Web site, traveling exhibit, and possibly a
television documentary.
NEW!
South Dakota Great News
A new name
and a new
look grace
the cover of
our four-page
travel business newsletter. Great
News, formerly Travel
Trade,remains
a resourceful
tool for writers. It is published three
times a year
(spring/
South Dakota Great News,
summer, fall
Spring/Summer ‘04
and winter)
and is designed to keep South Dakota in front of
travel writers and keep them up-to-date on travel
developments in the state. It includes story ideas
and information on new attractions, upcoming
events and itineraries.
MediaSD.com
Members of the media access the latest information on South Dakota’s visitor industry at a Web
site designed especially for them, MediaSD.com.
The site is continually updated to include short
features suggesting story ideas, press releases,
fact sheets, streaming video of various events,
familiarization tour announcements, satellite
feed coordinates and information, and highresolution photos.
FOR INFORMATION
Lee Harstad, Media Relations Manager, Michele
Ganschow, Media Relations Assistant, or Nicole
Nordbye, Communications Coordinator,
(605) 773-3301 lee.harstad@state.sd.us
michele.ganschow@state.sd.us
nicole.nordbye@state.sd.us
TravelSD.com
Important Dates
Jan. 25-28
Feb. 26
May 8-16
June 2-6
July 3
Sept. 7-12
Oct. 4
Winter Wonderland Fam
Four Parks media blitz, New York
City, N.Y.
National Tourism Week
SATW, Central States Chapter
meetings, New Orleans, La.
Independence Day Celebration
fireworks satellite feed, Mount
Rushmore National Memorial
SATW Annual Conference,
Switzerland
Buffalo Roundup live satellite feed,
Custer State Park
Rural Tourism
Development
The Office of Tourism assists rural communities
and tribes in attracting and retaining visitors. We
seek to bring tourism’s economic benefits to
small-town South Dakota, while enriching each
community’s and tribe’s unique characteristics.
Farm/Ranch Workshops
Agriculture and tourism are leading industries in
South Dakota. Many producers have chosen to
diversify their current operations in order to generate additional income. Many rural residents are
moving into the visitor industry by adding an
agritourism component to their farm or ranch
operation. To assist producers in establishing their
businesses, Tourism offers an annual farm/ranch
workshop with information regarding business
plans, license requirements, regulation issues,
funding sources, as well as experiences shared
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by producers in the business. This four-hour
workshop will be offered via the Digital Dakota
Network at sites across South Dakota. The
following sites have been scheduled:
Feb. 13, 2004 1 p.m. CST
Aberdeen
Brookings
Madison
Pierre
Rapid City
Sioux Falls
Vermillion
Other sites are being considered and will be
scheduled upon availability. Tourism also plans
to host a workshop at DakotaFest in Mitchell in
July 2004.
A Farm/Ranch Vacation Resource Directory is distributed to all workshop attendees. It includes
information on business plans, regulatory agency
contact information and marketing information.
The directory is also available upon request.
NEW!
The Office of Tourism is working with the South
Dakota Specialty Producers to present a breakout
session at the Value Added Ag Conference, March
18 in Brookings. The session will include information on beginning a farm/ranch business venture and will also explain how the South Dakota
Specialty Producers are facilitating development
of new, agriculture related business opportunities.
The conference is organized by South Dakota
State University, the South Dakota Department of
Agriculture and the Governor’s Office of
Economic Development.
cial assistance, as well as a listing of South
Dakota Chambers of Commerce and local
Economic Development Corporations. This publication is distributed at the Governor’s Conference
on Tourism, the Governor’s Office of Economic
Development Conference and upon request.
Guide to Indian Reservations
and Art
This guide gives a comprehensive listing of services available on the state’s Indian reservations
and tribal lands. The front section of the book
lists the nine tribes and visitor services available
on tribal lands, including accommodations, attractions, restaurants, stores and gas stations. The second half of the book lists places statewide where
American Indian art can be seen or purchased.
We work closely with Alliance of Tribal Tourism
Advocates (ATTA) and tribal tourism offices to
obtain the most current information. All listings
are included in the guide free of charge. The
guide is distributed at Interstate Information
Centers and upon request.
Tourism
Assistance
Directory
The Tourism
Assistance
Directory is produced by the
Office of Tourism
every year. It
includes current
contact information for obtaining
promotional, technical, and finan-
TravelSD.com
A Guide to the Great
Sioux Nation
This booklet is updated and printed approximately every five years and contains information about
each of the tribes in South Dakota. It covers the
tribal history and culture, as well as listing museums, art galleries and powwows. The guide is
produced in partnership with the tribes and tribal
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casinos. It is distributed at Interstate Information
Centers, through tribal offices and casinos, and
upon request.
FOR INFORMATION
Cindy Tryon, Rural Tourism Manager, or Kerry
Frei, Rural Tourism Assistant, (605) 773-3301
cindy.tryon@state.sd.us kerry.frei@state.sd.us
Alliance of Tribal Tourism
Advocates
The Alliance of Tribal Tourism Advocates (ATTA)
is a consortium of South Dakota tribes organized
to enhance and promote tourism as a means of
economic development and growth, while maintaining respect for traditional ways. This group
meets on a monthly basis and discusses current
tourism activities as well as how to assist with
future developments. ATTA has taken the lead in
planning South Dakota’s Lewis and Clark
Signature Event. The Office of Tourism is an associate member of ATTA and attends most meetings.
Tourism is also assisting with promoting and marketing the Signature Event.
FOR INFORMATION
Daphne Richards Cook, ATTA Chair, (605) 8705144, 710 San Marco Blvd., Rapid City, SD 57702
daphne_57752@yahoo.com attatribal.com
2004 Industry
Calendar
January
25-28
28-31
February
12-15
13
18
26
Feb. 13
March 18
May 10-11
Aug. 27-28
Aug. 29Sept. 30
Farm/Ranch Workshop
Value Added Ag Conference,
Brookings
Governor’s Conference on
Economic Development, Pierre
Lewis and Clark Signature Event,
Chamberlain-Oacoma area
Lewis and Clark Signature Event,
statewide
11-17
18
25
International Tourism Bourse,
Berlin, Germany
Value Added Ag Conference,
Brookings
Minnesota Group Tour Expo,
Minneapolis, Minn.
April
11-13
22
22-24
24-29
TBA
American Film Commissioners
International Locations Expo,
Santa Monica, Calif.
Governor’s Conference on
Economic Development, Pierre
Management training seminar, Pierre
Rocky Mountain International
Summit, Los Angeles, Calif.
Travel Industry Association of America
Pow Wow, Los Angeles, Calif.
South Dakota Corps of Rediscovery
Meeting
May
3-7
4
5
8-16
14-18
15
TravelSD.com
SHOT Show, Las Vegas, Nev.
Farm/Ranch Workshop, DDN
South Dakota Corps of Rediscovery
Meeting, Chamber of Commerce,
Pierre
Four Parks media blitz,
New York City, N.Y.
March
13-14
Important Dates
Winter Wonderland Fam
Native Voice Film Festival, Rapid City
67
Familiarization tour for Interstate
Information Center counselors
Eastern South Dakota literature swap
Black Hills, Badlands and Lakes
literature swap
National Tourism Week
Rocky Mountain International
Roundup, Cody, Wyo.
Interstate Information Centers open
SDVisit.com
May cont.
August
17-21
27-28
TBA
Great Faces. Great Birding Places.
fam tour, Southeast Region
Front-line training
29-31
Lewis and Clark Signature Event,
Chamberlain-Oacoma
Lewis and Clark Signature Event,
statewide
June
1-5
4-9
2-6
16-18
19-23
19-26
TBA
TBA
Explore the Missouri River fam tour,
Great Lakes Region
2 Nation Tour, Signature group fam
tour
SATW, Central States Chapter meetings,
New Orleans, La.
Black Hills Microcinema Film Festival,
Rapid City
Outdoor Writers Association of
America Annual Conference,
Spokane, Wash.
See America Central London and
Scottish Sales Mission, United
Kingdom
South Dakota Corps of Rediscovery
Meeting
Front-line training
September
1-30
7-12
10-13
TBA
28-30
Lewis and Clark Signature Event,
statewide
SATW Annual Conference,
Switzerland
Association of Great Lakes
Outdoor Writers Conference,
Okoboji, Iowa.
Rocky Mountain International
Megafam, South Dakota and
Montana
Buffalo Roundup fam, Black Hills
October
1-5
4
Buffalo Roundup fam, Black Hills
Buffalo Roundup live satellite feed,
Custer State Park
July
3
November
Independence Day Celebration
fireworks satellite feed, Mount
Rushmore National Memorial
12-16
TBA
TBA
National Tour Association Annual
Convention, Toronto, Ontario
South Dakota Corps of Rediscovery
Meeting
Visit USA Show, Italy
January 2005
16-20
19-20
TBA
Sundance Film Festival, Park City,
Utah
Governor’s Conference on Tourism,
Pierre
Vakantiebeurs-Utrecht, Sales Mission,
Benelux
February 2005
5-10
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American Bus Association Marketplace,
Chicago, Ill.
SDVisit.com
Publications
The South Dakota story is told within the pages
of a variety of brochures, booklets and maps.
Here’s a sampling of the literature South Dakota
Tourism produces and distributes.
South Dakota Vacation Guide
Tourism. The Black Hills, Badlands and Lakes
Association began this publication decades ago
and remains the lead publisher of the guide. The
Office of Tourism is the lead distributor. All five
partners share the cost of producing and printing
450,000 guides. South Dakota Tourism pays for
printing an additional 55,000 guides and the Black
Hills, Badlands and Lakes Association pays for an
additional 30,000 guides. The South Dakota
Vacation Guide is printed annually with the new
edition typically available in February.
Calendar of Events
The annual calendar of events is compiled in the
fall for the following year. It contains a listing
of visitor related event dates and contact information. An edited version is included in the South
Dakota Vacation Guide. A complete visitor events
calendar, with event descriptions, is available
on TravelSD.com.
South Dakota Adventure
Travel Guide
2004-2005 Vacation Guide cover
The 250-plus-page South Dakota Vacation Guide
provides a comprehensive overview of the state’s
visitor offerings. It is the primary consumer
fulfillment piece used by the Office of Tourism –
sent year-round to nearly every traveler who
requests printed information. The guide contains
statewide and regional travel information, a
services directory, calendar of events and a state
map. It also includes a free listing of non-profit
museums, golf courses and public campgrounds.
Visitor industry businesses may purchase ad
space in the Vacation Guide from their regional
tourism association.
The publishing of the Vacation Guide is a cooperative effort among South Dakota Tourism and the
four regional tourism associations: Black Hills,
Badlands and Lakes; Glacial Lakes and Prairies;
Great Lakes of South Dakota; and Southeast
TravelSD.com
This nearly 70-page directory is full of information
on adventure travel providers throughout the
state. Categories include aerial tours, American
Indian experience, archaeology and paleontology,
biking, caves, chuckwagon suppers, farm
stays/farm tours, gold panning and mine tours,
hiking, horse pack trips, lodges and resorts, paintball fields, ranch vacations/horse camps, rentals
and outfitting, rock climbing, skiing, snowmobiling/ATV riding, tour companies, train tours, trail
rides/wagon rides, water recreation and wildlife
watching. The current edition was printed in
October 2003.
A Guide to the Great
Sioux Nation
This 29-page guide includes an overview of each
of South Dakota’s nine tribes. It also has information about American Indian landmarks, museums,
art galleries, powwows, celebrations and tribal
casinos. It is produced in cooperation with the
tribes and their casinos. Tribal partners help distribute this guide.
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South Dakota Guide to Indian
Reservations and Art
and a map of the area. The guide was designed
and produced by the Office of Tourism in cooperation with the South Dakota Department of
Game, Fish and Parks, the U.S. Fish and Wildlife
Service, the Glacial Lakes and Prairies Tourism
Association, the South Dakota Parks and Wildlife
Foundation, the South Dakota Ornithologists’
Union, the South Dakota chapter of the Wildlife
Society, Missouri Breaks Audubon, and the U.S.
Army Corps of Engineers.
Updated approximately every two years, this 50plus-page directory offers details on services
found on South Dakota’s Indian Reservations and
tribal lands. Visitors will find information such as
days and hours of operation and contact information for gas stations, stores, restaurants, accommodations and attractions. The guide also includes a
description of places where visitors can view or
purchase American Indian art. Listings tell of the
type of art, tribes represented and business hours
of operation.
South Dakota Great Parks,
Monuments and Memorials
This colorful brochure tells the tale of South
Dakota’s faces carved in mountains: Mount
Rushmore National Memorial and Crazy Horse
Memorial. It also features information on our
national parks, Badlands and Wind Cave; our
largest state park, Custer State Park; our national
monument, Jewel Cave; and our nearby neighbor,
Devils Tower National Monument.
Greenhorn’s Guide to
Archaeology and Paleontology
This annual
publication
includes an
overview
of sites
throughout
the state
where visitors
can participate in archeological or
paleontological activities
or learn about
South
Dakota’s
resources in
those areas. It includes dates for special digs and
information on museums. A locator map pinpoints the areas.
Official South Dakota
Highway Map
Tourism writes and designs the promotional side
of the Official South Dakota Highway Map and
coordinates the
printing run of
about a million
maps approximately every
two years. The
entire map
project is produced by the
South Dakota
Department of
Transportation.
The current
state map,
printed in May
2003, features a
Lewis and Clark
theme with stories of the discoveries the explorers made in South Dakota and
what visitors will find on and off the trail. There’s
even a word search game for kids.
NEW!
South Dakota Glacial Lakes and
Prairies Birding Trail Guide
Hot off the presses in November 2003, this new
publication features 27 pages of hints on where
to find feathered friends in the northeast region of
South Dakota. Each of the 38 sites along the trail
is covered in the guide with information on what
birds can be found, the best time for birding, a
description of the habitat, tips for spotting birds
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South Dakota Fishing &
Hunting Guide
financing from a grant from the National Park
Service. The brochure is distributed at Interstate
Information Centers and to those requesting
Lewis and Clark information.
This piece is the main component of our hunting
and fishing packet, sent to scores of sportsmen
and women each year. The 20-page booklet
offers a fishing overview of each region in the
state and describes the species anglers can expect
to find in virtually every South Dakota lake, river,
dam or pond. The rest of the guide is devoted to
hunting and tells of the season, range and habitat
of a variety of game animals including pheasant,
gray partridge, ruffed grouse, geese, antelope,
turkey and prairie dog, among others. The guide
was updated in November 2003.
Lewis and Clark Trail Guide
The largest and most comprehensive South
Dakota Lewis and Clark Trail Guide was printed
by Tourism in April 2003. The 23-page booklet
offers a look into what the Lewis and Clark expedition discovered in present-day South Dakota. It
includes descriptions of the sites of significance
along the trail where visitors will find historic
markers, interpretive signs and exhibits of Lewis
and Clark history. It also includes a locater map,
information about annual Lewis and Clark events
and a listing of nearly 270 services in the Great
Lakes and Southeast regions. These two regional
associations are partners with the Office of
Tourism in producing this publication.
Lewis and Clark
Information Center brochure
South Dakota’s newest Interstate Information
Center was completed in 2000 on Interstate 90
just east of Chamberlain. The center’s focal point
is a 55’ keelboat, modeled after the keelboat the
Lewis and Clark expedition used as they traveled
up the Missouri River. The center is designated
an official site on the Lewis and Clark Trail by
the National Park Service. This center features
exhibits telling the story of the Corps of
Discovery as they traveled through present-day
South Dakota. To promote the center and its
exhibits, Tourism developed a brochure with
TravelSD.com
South Dakota Escort Notes
Versions of this nearly 50-page booklet have
entertained tour bus guests for years. It’s full of
facts, trivia and even a tale or two. It’s a handy
reference for motorcoach operators and tour leaders. They also appreciate the tunnel dimensions
and listing of full-time chambers of commerce
and visitor bureaus.
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South Dakota Group Tour
Planning Guide
Everything a group tour operator wants to know
about South Dakota can be found in this 100-plus
page planning guide. It includes sections on
major attractions and events; escort notes;
American Indian; itineraries; cities, attractions,
shopping and entertainment; gaming; accommodations and restaurants; and receptives and transportation. Businesses that cater to groups may be
listed in the guide for a co-op fee. The content is
also found on TourSDakota.com.
Mount Rushmore poster
South Dakota Film/Video
Directory
Arranged by travel region, this directory includes
more than 100 pages of business listings production companies need to have a successful shoot
in South Dakota. Categories include catering,
locksmiths, photography studios, wrecker services
and more. The statewide introduction includes
valuable information like the type of assistance
available from the South Dakota Film Office, what
kinds of permits are needed for trucks, and what
time sunrise and sunset typically are each month
in each time zone. The content of the guide is
also accessible on FilmSD.com.
Falls Park poster
South Dakota Posters
The Office of Tourism offers 40 different 17” x
22.5” wall posters for sale. Each depicts a unique
South Dakota scene such as Mount Rushmore,
Falls Park, Vanocker Canyon, and the pasque
flower, to name just a few. The posters sell for
$2 each and are available by calling Tourism
at (606) 773-3301.
State Capitol poster
White-tailed bucks poster
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Research and
Resources
Sound research provides the basis for good marketing decisions. The Office of Tourism conducts
studies that address economic impact and assess
travelers’ perceptions and motivations. In 2003,
the Office of Tourism conducted a visitor intercept study to collect data on trip characteristics,
advertising recall and demographics in constructing visitor profiles. In this section, you’ll also find
a plethora of information pertaining to trends at
the national, international, regional and state
level. Who are today’s visitors? How do they
choose a destination? Read on to find out more.
National Outlook
International Travel to the
United States (arrivals in millions)
This section looks at travel trends on a national
and international level.
60
50
Travel Forecast, 2003-2005
20
10
0
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
P=Projection
F=Forecast
Source: Office of Travel and Tourism Industries/International
Trade Administration, U.S. Dept. of Commerce
Total U.S. domestic travel volume is relatively
flat over 2001 (+0.3%)
Leisure travel volume is up nearly 2 percent
over 2001
Auto travel is up 2 percent over 2001
•
44.9
44.4F
42.2F +5.2%
-11.8% 41.9
-6.7% 40.1P +5.2
-4.3%
30
Domestic Travel 2002 vs. 2001
•
46.5
40
The Travel Industry Association of America (TIA)
predicts travel in the U.S. will recover slightly in
2003 with both travel volume and expenditures
increasing somewhat. Expected total travel expenditures in 2003 will be $544.4 billion, a 3 percent
increase over 2002. Total travel expenditures for
2004 are forecast to reach $568.1 billion for a 4.4
percent increase over 2003. 2005 expenditures
are forecast to reach an estimated $594.3 billion.
TIA expects spending by international travelers
to outpace domestic traveler spending in 2004
and 2005.
•
47.8 46.4 48.5 50.9
+2.8% -2.9% +4.5% +4.9%
Top 10 Generating Countries
for U.S. (2002)
1.
2.
3.
4.
5.
Source: Travel Industry Association of America’s Domestic
Travel Market Report, 2003 Edition
Total Domestic Person-Trips*
Canada
Mexico
United Kingdom
Japan
Germany
6.
7.
8.
9.
10.
France
South Korea
Australia
Italy
Brazil
Source: Office of Travel and Tourism Industries/International
Trade Administration, U.S. Dept. of Commerce
(in millions)
1200
1000
1021.3
1040.0F
1074.7F
1096.7F
Economic Impact of Travel in
the U.S., 2002*
800
(Domestic and international travel)
600
Travel expenditures . . . . . . . . . . .$528.5 billion
Travel-generated tax revenue . . . . .$93.2 billion
Travel-generated employment . .7.2 million jobs
Trade surplus . . . . . . . . . . . . . . . . . .$5.5 billion
400
200
* Preliminary data
0
2002
2003
2004
2005
Source: Travel Industry Association of America’s Economic
Impact of Travel and Tourism
F=forecast
*One person on one trip 50 miles or more (one way) away
from home.
Source: Travel Industry Association of America’s Travel Forecast
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U.S. Domestic Travel Volume
Primary Purpose of Travel, 2002
Domestic travel in the U.S. has increased 8 percent from 1994 to 2002. (Person-trips in millions)
(percent of person-trips)
Combined
Business/Pleasure
1200
1000
941
999 1004 987
998 1018 1021
967
966
+0.3%
+2.6% +0.1% +3.3% +0.5% -1.7% +0.5% +1.9%
8%
Outdoor
Recreation
Other
3%
Visit Friends/
Relatives
40%
10%
800
600
Personal
11%
400
12%
200
Business/
Convention/
Seminar
0
1994
1995
1996
1997
1998
1999
2000 2001
16%
2002
Entertainment
*One person on one trip 50 miles or more (one
way) away from home.
Source: Travel Industry Association of America’s Domestic
Travel Market Report, 2003 Edition
Source: Travel Industry Association of America’s Domestic
Research: Travel Volume and Trends
Trip Duration in 2002
(% of Domestic U.S. Person Trips)
Season of U.S. Travel in 2002
(% of person-trips)
39%
40
35
32%
30
24%
Fall
21%
Winter
25
20
15
15%
14%
10
32%
Summer
23%
Spring
5
0
Day
Trips
1-2
Nights
3-6
Nights
7 Nights
or more
Source: Travel Industry Association of America’s Domestic
Travel Market Report, 2003 Edition
Source: Travel Industry Association of America’s Domestic
Travel Market Report, 2003 Edition
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Domestic Trip Activity Participation by
U.S. Travelers in 2002 (% of person-trips)
35
U.S. Domestic Travel
2002 at a Glance
34%
30
25
20
17%
14%
15
11%
10
10% 10% 9%
8% 8%
6%
5
3%
0
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ng
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Source: Travel Industry Association
of America’s Domestic Travel Market
Report, 2003 Edition
Reasons for Taking
Last-Minute Trips
Last-Minute
Travel
• 83.1 million adults
(64 percent of pastyear leisure
travelers) planned
at least one trip
within two weeks
of taking the trip.
• 17 percent of lastminute travelers
used the Internet
to make travel
reservations.
• Most (70 percent)
last-minute
travelers drove
their own car.
Combined
Business/Pleasure
Outdoor
Recreation
7%
Visit Friends
or Relatives
12%
39%
Personal
such as attending
a wedding
• Leisure travel accounts for 77
percent of all U.S. domestic
travel, while business travel
accounts for 12 percent. Eight
percent of all travel combines
business with pleasure.
• Auto travel, by car, truck or
RV, accounts for 75 percent of
all person-trips. Air travel
accounts for 16 percent of
all travel.
• Nearly four in 10 (39 percent)
of all person-trips are short
trips of one or two nights.
• More than half (55 percent)
of overnight trips include
a hotel, motel or bed-andbreakfast stay.
• Shopping is the most popular
trip activity at 34 percent.
• On average, travel parties
spend a total of $457
per household trip, not
including transportation to
the destination.
• Four in 10 (44 percent) household trips are made by adults
traveling alone or with someone outside their household,
while about one-third (32
percent) are taken by
multiple adults.
• One-quarter (24 percent)
of household trips include
children.
• Travel is most likely to occur
in the traveler’s own state,
accounting for 46 percent of
all person-trips.
19%
Source: Travel Industry Association
of America’s Domestic Travel Market
Report, 2003 Edition
23%
Entertainment
such as sightseeing or sporting events
Source: Travel Industry Association of America’s
Domestic Travel Market Report, 2003 Edition
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Traveler Profiles by Age Group,
2002
Who Travels the Most?
Volume of Travel by Age of Household Head,
2002 (Number of household trips in millions)
Profile of 2002 U.S. Domestic Traveler
• 64 percent married, 19 percent single/never
married, 17 percent divorced, widowed,
separated
• Average age: 47 (household head)
• 36 percent have children in the household
• Annual household income: $56,600 median
43%
241.2
250
200
150
Demographics of Generation X and Y
Traveling Households (Ages 18-34)
• 51 percent are married
• Average age: 29
• 43 percent have a child in the household
• 42 percent have an annual household income
of $50,000+
31%
169.2
26%
146.3
100
50
0
Demographics of Baby Boomer Traveling
Households (Ages 35-54)
• 73 percent are married
• Average age: 45
• 51 percent have a child in the household
• 68 percent have an annual household income
of $50,000+
18-34
35-54
55+
Source: Travel Industry Association of America’s Domestic
Travel Market Report, 2003 Edition
Who Spends the Most?
Average Spending Per Trip by Age of Household
Head, 2002
Demographics of Mature Traveling
Households (Ages 55+)
• 64 percent are married
• Average age: 66
• 7 percent have a child in the household
• 52 percent have an annual household income
of $50,000+
$491
500
$468
450
400
$391
350
300
250
Source: Travel Industry Association of America’s Domestic
Travel Market Report, 2003 Edition
200
150
100
Cash Flow
50
0
Baby Boomers (ages 35-54) generate the highest
travel volume in the U.S. They also spend the
most per trip, an average $491. Matures (ages
55+) spend an average $468, while Generation
X and Y travelers (ages 18-34) spend the lowest,
an average $391.
18-34
35-54
55+
Source: Travel Industry Association of America’s Domestic
Travel Market Report, 2003 Edition
Source: Travel Industry Association of America’s Domestic
Travel Market Report, 2003 Edition
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Historic/Cultural
Travel Market
Planning Sources Used by Frequent
Historic/Cultural Travelers
Cultural, arts, historic and heritage activities
are quite popular among today’s domestic
travelers. Remarkably, most (81 percent)
of the 146.4 million American adults who
traveled in the past year can be considered
as historic/cultural travelers.
50
60
58%
48%
40
33%
30
26%
24%
17%
20
Demographics of
Historic/Cultural Traveler
0
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Average age: 49
33 percent have children in the household
Annual household income: $55,600 median
58 percent of historic/cultural trips are
taken by households with a college
degree or more
• Historic/cultural traveling households
are technologically savvy, most trips
are generated by households that own
a personal computer (81 percent)
Note: Multiple responses allowed
Source: Travel Industry Association of America’s
Historic/Cultural Traveler, 2003 Edition
Activities by Historic/Cultural Travelers
70
13% 12%
10
t
ne
ter
In
•
•
•
•
15%
66%
60
Time Added to a Recent
Trip Because of a Historic/
Cultural Activity or Event
(Among 47.2 million historic/cultural
travelers who added time)
50
45% 44%
40
15%
Two Extra
Nights
30
44%
16%
20% 17%
20
13%
10
Three or More
Extra Nights
Part of
One Day
10% 9%
6% 4%
3%
25%
One
Extra Night
0
g
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s/
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ts
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ks
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ar
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en
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em
bl
s
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ks
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iv
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ta
st
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na
ts
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ra
ltu
s
m
Cu s
eu
he
us
ac
/M
Be cal
i
c.
st
or
or
Re
ng
pi
do
ut
Hi
O
op
Sh
Note: Multiple
responses allowed
Source: Travel Industry Association
of America’s Historic/
Cultural Traveler, 2003 Edition
Source: Travel Industry Association of America’s Historic/Cultural Traveler, 2003 Edition
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State Tourism Budgets
(in millions of dollars)
2002-2003
State
projected budget
New Hampshire . . . . . . . . . . . . . . . . . . . . .$5.9
New Jersey . . . . . . . . . . . . . . . . . . . . .No data
New Mexico . . . . . . . . . . . . . . . . . . . . . . $14.3
New York . . . . . . . . . . . . . . . . . . . . . . No data
North Carolina . . . . . . . . . . . . . . . . . . . . . $11.4
North Dakota . . . . . . . . . . . . . . . . . . . . . . $2.5
Ohio . . . . . . . . . . . . . . . . . . . . . . . . . . No data
Oklahoma . . . . . . . . . . . . . . . . . . . . . . . . $10.9
Oregon . . . . . . . . . . . . . . . . . . . . . . . . . . . $3.1
Pennsylvania . . . . . . . . . . . . . . . . . . . . . . $35.1
Rhode Island . . . . . . . . . . . . . . . . . . . . . . . $2.5
South Carolina. . . . . . . . . . . . . . . . . . . . . . $9.7
South Dakota . . . . . . . . . . . . . . . . . . . . . $6.3*
Tennessee . . . . . . . . . . . . . . . . . . . . . . No data
Texas. . . . . . . . . . . . . . . . . . . . . . . . . . . . $31.1
Utah . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $7.3
Vermont . . . . . . . . . . . . . . . . . . . . . . . . . $ 5.1
Virginia . . . . . . . . . . . . . . . . . . . . . . . . . . $15.0
Washington . . . . . . . . . . . . . . . . . . . . . . . $ 3.5
West Virginia . . . . . . . . . . . . . . . . . . . . . . $17.0
Wisconsin . . . . . . . . . . . . . . . . . . . . . . . . $14.8
Wyoming . . . . . . . . . . . . . . . . . . . . . . . . $ 5.6
2002-2003
State
projected budget
Alabama . . . . . . . . . . . . . . . . . . . . . . . . . . $8.5
Alaska . . . . . . . . . . . . . . . . . . . . . . . . . . . $10.5
Arizona . . . . . . . . . . . . . . . . . . . . . . . . . . . $9.0
Arkansas . . . . . . . . . . . . . . . . . . . . . . . . . $12.3
California. . . . . . . . . . . . . . . . . . . . . . . . . $15.7
Colorado . . . . . . . . . . . . . . . . . . . . . . . . . . $7.7
Connecticut . . . . . . . . . . . . . . . . . . . . . No data
Delaware. . . . . . . . . . . . . . . . . . . . . . . . . . $1.6
Florida. . . . . . . . . . . . . . . . . . . . . . . . . . . $29.4
Georgia . . . . . . . . . . . . . . . . . . . . . . . . . . . $9.4
Hawaii. . . . . . . . . . . . . . . . . . . . . . . . . . . $56.0
Idaho . . . . . . . . . . . . . . . . . . . . . . . . . . . . $5.5
Illinois . . . . . . . . . . . . . . . . . . . . . . . . . . . $49.7
Indiana . . . . . . . . . . . . . . . . . . . . . . . . . . . $5.3
Iowa . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $3.6
Kansas . . . . . . . . . . . . . . . . . . . . . . . . . . . $4.0
Kentucky. . . . . . . . . . . . . . . . . . . . . . . . . . $6.9
Louisiana . . . . . . . . . . . . . . . . . . . . . . . . . $17.8
Maine . . . . . . . . . . . . . . . . . . . . . . . . . . . . $6.0
Maryland . . . . . . . . . . . . . . . . . . . . . . . . . $13.4
Massachusetts . . . . . . . . . . . . . . . . . . . . . $10.1
Michigan . . . . . . . . . . . . . . . . . . . . . . . . . $14.8
Minnesota . . . . . . . . . . . . . . . . . . . . . . . . . $9.9
Mississippi. . . . . . . . . . . . . . . . . . . . . . . . . $9.3
Missouri. . . . . . . . . . . . . . . . . . . . . . . . . . $15.2
Montana . . . . . . . . . . . . . . . . . . . . . . . . . . $8.2
Nebraska . . . . . . . . . . . . . . . . . . . . . . . . . . $3.0
Nevada . . . . . . . . . . . . . . . . . . . . . . . . . . $10.1
* South Dakota’s actual budget for FY03 was
$6,601,975. The estimated FY04 budget is
$7,818,473.
Source: Travel Industry Association of America’s 2002-2003
Survey of U.S. State and Territory Tourism Office Budgets
Tourism Budgets in Review
• The average projected state budget for 2002-2003 was $12.3 million.
• Hawaii had the largest budget of $56 million. Illinois came in next with $49.7 million and
Pennsylvania third with $35.1 million.
• South Dakota’s projected budget ranked 31st among the 45 states that provided budget figures for
the survey. Four of the states not reporting (Connecticut, New York, New Jersey and Tennessee)
typically have larger budgets than South Dakota’s.
• South Dakota’s neighboring states ranked as follows: Minnesota 21st, Montana 27th, Wyoming 34th,
Iowa 39th, Nebraska 42nd and North Dakota 43rd.
Source: Travel Industry Association of America’s 2002-2003 Survey of U.S. State and Territory Tourism Office Budgets
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Regional Roundup
Occupancy Rates around the Region
Colorado
Iowa
Michigan
Minnesota
Montana
2002
2003
change
57.1%
57.6%
55.4%
59.2%
59.5%
55.9%
56.6%
53.5%
58.9%
58.5%
-2.1%
-1.7%
-3.4%
-0.5%
-1.7%
(January-November)
Nebraska
North Dakota
South Dakota
Wisconsin
Wyoming
2002
2003
change
56.1%
57.7%
56.4%
54.4%
60.4%
55.2%
59.5%
56.1%
55.1%
60.3%
-1.6%
+3.1%
-0.5%
+1.3%
-0.2%
Source: Smith Travel Research’s Lodging Review Outlook, December 2003
Passenger Volume at Gateway Airports
38.8%
40
38.0%
36.8%
35
(in millions)
35.0%
36.8%
36.1%
34.7%
33.7%
35.7%
32.6%
30
30.2%
30.3%
Denver Intl. Airport
31.3%*
M
27.0%*
Minneapolis/St. Paul
Intl. Airport
25
20
*January-October
15
Source: Denver
International Airport
and Minneapolis/St.
Paul International
Airport
10
5
0
Sioux Falls
Regional Airport
200,000
371,397
300,000
378,027
400,000
606,102
434,950
500,000
409,597
600,000
-4.1% -7.1% +10.7% -9.5%
720,671
+1.8% -2.7% +8.0% +4.0% +0.3% +0.5%
700,000
Rapid City
Regional Airport
2003
669,443
800,000
2002
392,939
2001
717,378
Passenger Volume
Rapid City and
Sioux Falls Regional
Airports
2000
408,345
1999
689,900
1998
709,000
1997
100,000
Source: Rapid City Regional Airport
and Sioux Falls Regional Airport
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1997
1998
79
1999
2000
2001
2002
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2003 Visitation at National Parks*
Badlands National Park, South Dakota
Devils Tower National Monument, Wyoming
Effigy Mounds National Monument, Iowa
Glacier National Park, Montana**
Grand Teton National Park, Wyoming
Mount Rushmore National Memorial, South Dakota
Pipestone National Monument, Minnesota
Scotts Bluff National Monument, Nebraska
Theodore Roosevelt National Park, North Dakota
Yellowstone National Park, Wyoming
2002
2003
% Change
927,762
405,384
76,260
1,885,125
3,987,585
2,922,003
84,295
111,293
478,130
3,935,045
889,898
296,266
80,859
1,937,240
4,065,184
2,998,105
82,288
105,610
496,872
3,959,212
-4.1%
-2.2%
+6%
+2.8%
+1.9%
+2.6%
-2.4%
-5.1%
+3.9%
+0.6%
* Total of recreational and non-recreational visits
** Visitation for Glacier National Park represent January-October numbers
Source: National Park Service Public Use Statistics Office
State Statistics
See how South Dakota’s visitor industry fared in
2003. This section contains statistics on visitor
spending, occupancy and visitation across the
land of Great Faces and Great Places.
2003 Economic Impact
Visitor spending totaled $698 million in 2003, $35
million more than 2002, marking the highest level
of visitor spending ever achieved in South
Dakota. Visitor spending in 2003 is estimated to
be 5.3 percent higher than the previous high
recorded in 2002. The economic performance
attained in 2003 is consistent with the long-run
trend beginning in 1991.
From a statewide perspective, the July through
October portion of the visitor season experienced
the strongest relative performance with May and
June showing the weakest performance.
Positive growth rates occurred in Black Hills
counties and a significant number of Glacial Lakes
and Prairies region counties. Again this year, the
weakest visitor spending levels were associated
with counties along the Missouri River. Brown
County had the highest growth in visitor spending
among South Dakota’s more populated counties.
TravelSD.com
As for the state’s four regions, Glacial Lakes and
Prairies experienced the largest increase in visitor
spending, 8.6 percent. 2003 represents the highest
annual growth for northeastern South Dakota
since 1997. Spending in both the Black Hills,
Badlands and Lakes and Southeast regions rose
by 5.6 and 5.3 percent respectively. Visitor spending in the Great Lakes Region for 2003 was virtually the same as 2002. Several counties, dependent on Missouri River reservoir conditions, experienced negative visitor volume in 2003. These
counties include Charles Mix, Stanley and Sully.
Other counties in the region, such as Corson,
Hyde, Tripp and Walworth, experienced significant growth.
In the long-term, annual increases in South
Dakota’s real spending growth (a figure that factors out inflation) have averaged 3.9 percent since
1988. In 2003, however, the state experienced a
3.2 percent increase in real growth bringing the
average to 3.7 percent.
Travelers yielded an estimated $42.7 million in
gas and sales tax receipts for 2003, about $2.2
million more than in 2002. The visitor industry
also accounted for an estimated 31,828 jobs
across South Dakota.
*Unless otherwise noted, statistics included in this section are
provided by Dr. Michael K. Madden. For an explanation of
the methodology used in computing travel industry estimates, see Appendix A on page 99.
80
SDVisit.com
Travel Regions Used in Study*
Region 1 = Southeast
Region 2 = Glacial Lakes
and Prairies
Region 3 = Great Lakes
Region 4 = Black Hills,
Badlands and Lakes
*In 2003, regional boundaries
for the economic impact and
occupancy studies were revised
to mimic the boundaries followed by the regional tourism
associations. Data in the following charts and graphs has
been adjusted for the regional
comparisons from 1996.
Facts at a Glance 2003
Total visitor spending: . . . . . . . . . . . . . . . . . . . . . . $697,971,635
Impact on state’s economy:. . . . . . . . . . . . . . . . . . . $1.75 billion
State sales tax from visitor spending: . . . . . . . . . . . $20,465,000
State gasoline tax from visitor spending: . . . . . . . . $22,246,000
Employment traceable to visitor industry:. . . . . . . . 31,828 jobs
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
% Change from 2002
. . . . . .(+5.3 percent)
. . . . . .(+5.3 percent)
. . . . . .(+3.9 percent)
. . . . . .(+6.9 percent)
. . . . . .(+2.6 percent)
Total Visitor Expenditures and Percent Change 1994-2003
$662.9 $698.0
+10.2% +5.3%
700
$624.5
$584.9 $593.3 +5.2% $601.3
-3.7%
+13.8% +1.4%
600
500
(in millions)
$514.1
$497.8 $498.8 $505.8 +1.7%
+11.3% +0.2% +1.4%
400
300
200
100
0
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003
TravelSD.com
81
SDVisit.com
Visitor Expenditures by Region
2002-2003 (in millions)
Percentage Change in Real
Growth (Visitor Sales
Volume) 1989-2003
+5.6
397.5
400
(Percentages factor out the impact of
inflation on actual expenditure levels.)
376.6
350
2002
300
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2003
250
200
150
+5.3%
153.2
161.4
+8.6%
100
70.8
-0.2%
76.9
62.2
62.1
50
0
Southeast
Glacial Lakes
& Prairies
Great
Lakes
Black Hills,
Badlands & Lakes
. . . . . . . . . . . . . . . . . . . . . .+7.2%
. . . . . . . . . . . . . . . . . . . . . .+9.1%
. . . . . . . . . . . . . . . . . . . . . .+5.5%
. . . . . . . . . . . . . . . . . . . . . .-0.1%
. . . . . . . . . . . . . . . . . . . . .+11.3%
. . . . . . . . . . . . . . . . . . . . . .+8.2%
. . . . . . . . . . . . . . . . . . . . . .-2.6%
. . . . . . . . . . . . . . . . . . . . . .-1.4%
. . . . . . . . . . . . . . . . . . . . . .-0.6%
. . . . . . . . . . . . . . . . . . . . .+12.1%
. . . . . . . . . . . . . . . . . . . . . .-0.7%
. . . . . . . . . . . . . . . . . . . . . .+2.7%
. . . . . . . . . . . . . . . . . . . . . .-6.4%
. . . . . . . . . . . . . . . . . . . . . .+8.4%
. . . . . . . . . . . . . . . . . . . . . .+3.2%
Arithmetic Average 3.7%
2003 Visitor Expenditures
by Regional Share
Visitor Expenditures by Region
1996-2003 (in millions)
8.9%
Great
Lakes
Southeast
Glacial
Lakes & Great
Prairies Lakes
Black
Hills,
Badlands
& Lakes
1996
$118.7
$57.3
$53.9
$275.9
1997
$123.4
$62.2
$56.1
$272.3
1998
$144.0
$67.3
$58.7
$314.9
1999
$143.2
$66.5
$57.6
$326.1
2000
$145.5
$68.7
$58.6
$351.7
2001
$146.3
$67.3
$61.1
$326.5
2002
$153.2
$70.8
$62.2
$376.6
2003
$161.4
$76.9
$62.1
$397.5
11.0%
Glacial Lakes
& Prairies
57.0%
Black Hills,
Badlands
& Lakes
23.1%
Southeast
TravelSD.com
82
SDVisit.com
Estimated Total Visitor Sales - Volume by County and Percent Change
County
2002
2003 Change
County
2002
2003 Change
Aurora
1,311,739
1,238,749
-5.6%
Jackson
6,955,203
Beadle
6,330,255
6,391,729
+1.0%
Jerauld
684,093
Bennett
1,116,823
915,770
-18.0%
Jones
5,704,126
5,269,183
-7.6%
Bon Homme
1,241,150
1,113,065
-10.3%
Kingsbury
2,267,876
2,854,279
+25.9%
Brookings
9,394,686
10,488,644
+11.6%
Lake
2,307,850
3,424,542
+48.4%
Brown
12,831,776
15,322,655
+19.4%
Lawrence
84,380,116
89,579,643
+6.2%
Brule
9,279,991
9,387,018
+1.2%
Lincoln
6,096,078
5,967,165
-2.1%
NA *
NA *
NA *
Lyman
10,520,994
10,615,462
+0.9%
Butte
5,568,092
5,667,450
+1.8%
McCook
1,557,325
1,630,289
+4.7%
Campbell
1,025,122
1,032,545
+0.7%
McPherson
790,877
768,233
-2.9%
Charles Mix
7,155,043
5,951,158
-16.8%
Marshall
1,610,827
1,820,196
+13.0%
672,251
680,580
+1.2%
Meade
32,813,412
38,275,561
+16.6%
7,051,546
7,311,751
+3.7%
Mellette
627,066
379,404
-39.5%
14,070,790
14,704,118
+4.5%
Miner
498,984
686,999
+37.7%
519,112
655,763
+26.3%
88,842,168
92,940,303
+4.6%
Custer
43,343,345
45,134,744
+4.1%
Moody
6,108,134
6,303,594
+3.2%
Davison
25,027,050
25,404,403
+1.5%
Pennington 177,356,673
184,548,939
+4.1%
Day
2,819,588
2,644,480
-6.2%
Perkins
1,016,969
901,603
-11.3%
Deuel
1,029,959
1,055,326
+2.5%
Potter
2,781,094
2,971,591
+6.8%
Dewey
952,749
872,823
-8.4%
Roberts
2,892,099
2,899,159
+0.2%
Douglas
393,583
486,431
+23.6%
Sanborn
707,885
669,829
-5.4%
Edmunds
700,244
706,686
+0.9%
Shannon
497,445
789,924
+58.8%
Fall River
10,302,614
10,566,917
+2.6%
Spink
2,196,163
2,248,024
+2.4%
Faulk
622,511
678,230
+9.0%
Stanley
2,207,621
2,152,248
-2.5%
Grant
2,727,347
1,999,881
-26.7%
Sully
2,238,514
2,182,459
-2.5%
Gregory
1,621,256
1,680,178
+3.6%
Tripp
5,338,289
6,139,657
+15.0%
Haakon
767,005
720,130
-6.1%
Todd
3,920,022
4,013,546
+2.4%
Hamlin
811,482
1,220,931
+50.5%
Turner
1,115,094
1,305,170
+17.0%
1,789,758
1,749,594
-2.2%
Union
5,720,285
6,264,376
+9.5%
Hanson
528,731
602,799
+14.0%
Walworth
4,096,502
4,583,937
+11.9%
Harding
712,782
753,436
+5.7%
Yankton
11,665,870
12,465,498
+6.9%
Hughes
13,795,291
14,400,302
+4.4%
Ziebach
99,341
169,816
+70.9%
1,416,694
1,807,815
+27.6%
315,572
377,553
+19.6%
Buffalo
Clark
Clay
Codington
Corson
Hand
Hutchinson
Hyde
TravelSD.com
Minnehaha
7,720,572
+11.0%
1,706,778 +149.5%
* Not available: Taxable sales not available for
lodging, eating and drinking establishments for
Buffalo County 2002-2003.
83
SDVisit.com
State Fiscal Impacts (gas and sales tax)
(in millions)
$42.7
45
40
35
30
25
20
15
10
5
0
‘93 ‘94
‘95 ‘96
‘97 ‘98
‘99
‘00
‘01
‘02 ‘03
South Dakota Employment Traceable to Visitor Industry
35,000
30,635 30,267 30,860 28,885 31,022
28,909
30,000
31,828
28,157 27,762 27,595
27,402
25,000
20,000
15,000
10,000
5,000
0
‘93
TravelSD.com
‘94
‘95
‘96
‘97
‘98
84
‘99
‘00
‘01
‘02
‘03
SDVisit.com
2003 Hotel/Motel and
Campground Occupancy
An additional 405 lodging units were available
statewide in 2003, accounting for a 1.8 percent
increase over 2002. The Black Hills, Badlands and
Lakes region led the way with an increase of 246
rooms. The number of rooms available in 2003 is
10.7 percent higher than five years ago.
Statewide hotel/motel occupancy for May through
October 2003 was 64.8 percent, moderately lower
than 2002 occupancy levels but somewhat
stronger than levels experienced in 2001 and
2000. The May occupancy rate was significantly
lower than May 2002. However, October occupancy was somewhat improved over the same
month in 2002. Statewide, the number of room
nights rented in 2003 was 2,764,632, a 1.9 percent
decrease from 2002.
Campground occupancy in 2003 was comparable
to 2002 levels in the state equating to 57 percent
occupancy. Statewide, July recorded the highest
campground occupancy rate in 2003. The Black
Hills, Badlands and Lakes region experienced an
improvement while the three remaining regions
were comparable to slightly lower when compared to 2002.
Region 4, Black Hills, Badlands and Lakes, saw
an occupancy rate unchanged from last year, 68.3
percent. The highest seasonal occupancy rate in
that region occurred in July. The Great Lakes
region recorded monthly reductions in occupancy
May through October. This is probably due to
reduced water levels and associated drops in
recreational opportunities on Lake Oahe and Lake
Sharpe.
*Unless otherwise noted, statistics included in this
section are provided by Dr. Michael K. Madden.
For an explanation of the methodology used in
figuring occupancy rates, see Appendix B on
page 99.
(May through October)
‘96
‘97
2,635,114
‘95
2,654,624
‘94
2,680,712
‘93
2,697,844
2,158,175
1,500,000
2,173,306
2,000,000
2,133,667
+6.9% +0.7% +2.8%
2,562,120
2,500,000
2,584,736
+5.3% -0.6% -1.0% -0.7%
-1.4% +0.1%
‘98
‘99
‘00
‘01
+6.9% -1.9%
2,764,632
3,000,000
2,816,949
South Dakota Room Nights Rented
1,000,000
500,000
0
TravelSD.com
85
‘02
‘03
SDVisit.com
Map of Occupancy Regions*
Region 1 =
Southeast
Region 2 =
Glacial Lakes
and Prairies
Region 3 =
Great Lakes
Region 4 =
Black Hills,
Badlands
and Lakes
*In 2003, regional boundaries for the economic impact and occupancy studies
were revised to mimic the boundaries followed by the regional tourism associations. Data in the
following charts and graphs has been adjusted for the regional comparisons from 1996.
Lodging Units by Region, 1998-2003*
Region
1998
1999
2000
2001
2002
2003
Change
2002-2003
Change
1998-2003
1 Southeast
5,560
5,917
5,995
6,281
6,202
6,244
+42
+684
2 Glacial Lakes
and Prairies
2,955
2,857
3,087
3,082
3,145
3,130
-15
+175
3 Great Lakes
2,668
2,588
2,649
2,635
2,767
2,899
+132
+231
4 Black Hills,
Badlands
and Lakes
9,763
9,814
10,195
10,240
10,668
10,914
+246
+1,151
20,946
21,176
21,926
22,238
22,782
23,187
+405
+2,241
Total
* Room count data is based on South Dakota Department of Health records as of October of each year.
TravelSD.com
86
SDVisit.com
Season-end Motel Occupancy
(May through October)
Region
1998 %
1999 %
2000 %
2001 %
2002 %
2003 %
1
2
3
4
70.6
66.9
66.7
71.5
71.9
61.2
65.6
69.6
69.8
60.3
62.6
66.5
70.5
58.7
62.2
63.5
71.5
59.6
61.4
68.3
68.2
55.6
54.3
68.3
70.0
68.4
65.8
64.4
67.2
64.8
Southeast
Glacial Lakes and Prairies
Great Lakes
Black Hills, Badlands and Lakes
Statewide
Season-end Campground Occupancy
*
(June through August)
Region
1998 %
1999 %
2000 %
2001 %
2002 %
2003 %
1
2
3
4
45.1
34.9
55.0
57.5
47.4
42.2
47.1
59.8
48.7
42.5
50.6
60.7
52.5
49.8
51.1
54.7
47.2
52.2
51.3
61.5
46.9
49.4
47.0
62.4
54.4
54.6
56.1
52.7
56.6
57.0
Southeast
Glacial Lakes and Prairies
Great Lakes
Black Hills, Badlands and Lakes
Statewide
*Sample includes both public and private campgrounds.
International Occupancy
For more than a decade, the South Dakota Office
of Tourism has made efforts to market the state to
international travelers. Because of this activity, the
office has conducted research since 1995 that
tracks international travel. In the first years, the
survey concentrated solely on the Black Hills,
Badlands and Lakes region. In 2000, the survey
sample was expanded to include the Southeast
Region. In 2001, the survey also included the
Glacial Lakes and Prairies region. These same
three regions of the state were used in the 2002
survey. In 2003, the survey was further expanded
to all four tourism regions in the state.
The 2003 survey results reflect much of what has
been discovered in previous years. According to
survey results, the weighted state average for
international travel in 2003 was 1.7 percent. As in
previous years, the Black Hills, Badlands and
Lakes region experienced a higher international
influence than other regions in the state. For the
entire sample period, the Black Hills, Badlands
and Lakes region is estimated to have received an
international impact of about 2.4 percent on aver-
TravelSD.com
age in 2003. The Southeast Region averaged
about 1.2 percent for the combined moths of June
and July. International travel generally accounted
for only about 0.7 and 0.6 percent of travel in the
Glacial Lakes and Prairies, and Great Lakes
regions respectively.
Using surveys from previous years, it appears that
the relative shoulder travel months of June and
September are characterized by higher percentages of foreign guests than the traditional peak
travel months of July and August. This largely
continued to be the case in 2003 in the Black
Hills, Badlands and Lakes region.
Germany remained the top-generating country in
2003, followed by the United Kingdom. Other top
countries of origin for 2003 included Japan, the
Netherlands, Italy, France and Norway.
The Office of Tourism targets travelers from
Germany, France, Belgium, Italy and the United
Kingdom with its international promotions. This is
done as part of a consortium, Rocky Mountain
International, with Montana, Wyoming and Idaho.
87
SDVisit.com
Percentage of Lodging Guests of Foreign Origin
1996-2003 average for Black Hills, Badlands and Lakes
4.5
4.4%
4.3%
4.0
3.7%
3.5
2.9%
3.0
3.2%
2.5
2.0
1.5
1.0
0.5
0.0
June
July
Aug.
Sept.
Percentage of Rented Rooms
Occupied by International
Visitors, 2003
Overall
Avg.
June
Avg.
July
Avg.
June
Max.
July
Max.
1 Southeast
1.2%
1.1%
1.3%
2.1%
1.7%
2 Glacial
Lakes &
Prairies
0.7%
0.4%
1.1%
0.6%
1.9%
3 Great
Lakes
0.6%
0.4%
0.9%
1.2%
2.1%
4 Black
2.4%
Hills,
Badlands
& Lakes
2.7%
2.2%
4.2%
2.8%
Weighted
1.7%
State Average
1.7%
1.6%
2.8%
2.3%
Top Countries of Origin of
Foreign Visitors (2003)
1.
2.
3.
4.
5.
Region
TravelSD.com
4-month
average
Germany
United Kingdom
Japan
Netherlands
Italy
Top 20 States Represented
at Interstate Information
Centers 2003
1. Minnesota
2. South Dakota
3. Iowa
4. Wisconsin
5. Illinois
6. Nebraska
7. Michigan
8. Missouri
9. Washington
10. Wyoming
11. North Dakota
12. California
13. Indiana
88
14.
15.
16.
17.
18.
19.
20.
Ohio
Florida
Texas
Colorado
Pennsylvania
Montana
Kansas
Source: Guest registers
at South Dakota
Interstate Information
Centers (May-October).
SDVisit.com
Visitation at Major South Dakota Attractions
Mount Rushmore
National Memorial
1993
2,604,692
1994
2,755,394
1995
2,700,721
1996
2,571,209
1997
2,365,008
1998
2,706,926
1999
2,656,278
2000
2,522,288
2001
2,570,271
2002
2,922,002
2003
2,998,015
Wind Cave National
Park
1993
740,807
1994
1,180,024
1995
1,069,197
1996
1,059,070
1997
1,130,695
1998
1,158,001
1999
1,016,065
2000
872,194
2001
874,026
2002
965,416
2003
1,201,527
Badlands
Park
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
Black Hills National
Forest*
Motorized Travel
2001
1,938,800
2002
2,083,100
Camping
2001
230,100
2002
235,800
National
1,198,322
1,149,323
1,094,433
1,043,407
989,560
1,039,913
969,317
1,124,688
974,333
927,762
889,898
Custer State Park
1993
1,495,355
1994
1,651,115
1995
1,700,217
1996
1,678,808
1997
1,703,819
1998
1,828,623
1999
1,801,494
2000
1,693,887
2001
1,666,938
2002
1,820,154
2003
1,821,078
Washington Pavilion
of Arts and Science
2000
358,746
2001
293,290
2002
304,567
2003
306,826
TravelSD.com
* One visitor day is one
person for 12 hours or
12 people for one hour
in the Forest
Lewis and Clark
Recreation Area
1993
844,251
1994
1,043,451
1995
1,102,499
1996
1,122,924
1997
1,037,169
1998
1,013,286
1999
1,013,070
2000
1,028,697
2001
1,071,621
2002
1,070,190
2003
1,105,725
Redlin Art
2000
2001
2002
2003
Corn Palace*
1993
561,149
1994
587,822
1995
535,861
1996
500,372
1997
287,358
1998
334,452
1999
330,894
2000
300,851
2001
267,094
2002
294,922
2003
276,235
Jewel Cave National
Monument
1993
132,611
1994
148,552
1995
154,758
1996
144,983
1997
133,393
1998
131,238
1999
135,253
2000
129,445
2001
125,678
2002
131,565
2003
126,735
The Mammoth Site
1993
88,527
1994
98,837
1995
103,096
1996
92,926
1997
90,391
1998
97,104
1999
99,878
2000
105,706
2001
96,160
2002
107,102
2003
102,003
Center
234,648
231,304
195,552
182,194
Fort Sisseton State
Park
1993
69,619
1994
78,407
1995
79,364
1996
72,753
1997
78,852
1998
96,992
1999
98,976
2000
107,799
2001
111,219
2002
107,862
2003
120,009
Cultural Heritage
Center
1993
37,119
1994
30,995
1995
23,614
1996
22,513
1997
20,653
1998
21,829
1999
22,262
2000
20,733
2001
22,984
2002
19,741
2003
20,979
West Whitlock
Recreation Area
1993
62,727
1994
74,589
1995
76,440
1996
86,658
1997
97,479
1998
69,771
1999
40,497
2000
64,047
2001
69,745
2002
70,640
2003
72,153
*Corn Palace figures are for Memorial DayLabor Day only. Changed counting method
in 1997
89
SDVisit.com
Visitation at Interstate Information Centers*
150,000
-12.5%
247,337
282,743
282,516
235,859
237,054
-9.6% -4.2% -0.5%
247,477
273,650
-30.6%
195,144
200,000
+21.1%
236,313
250,000
281,176
+15.8%
298,639
+20.7%
Source: Guest Registers at South Dakota Interstate
Information Centers.
+19.8% +0.1%
300,000
334,811
+12.1%
350,000
100,000
50,000
0
‘92 ‘93 ‘94 ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 ‘01** ‘02 ‘03***
The average number of people per party
at the Information Centers was 2.46 in
2003. For the season (mid-May through
October), more than 823,000 people
passed through the Interstate Information
Centers’ doors.
Source: South Dakota Office of Tourism
*Figures represent cars counted at 13 Interstate Information
Centers during the summer travel season, generally midMay through September.
** Vivian Information Center was closed in 2001, which
accounted for 23,900 cars in 2000.
*** 2003 figure represents a one to three week extended
season at four of the centers.
Inquiries to the Office of Tourism*
250,000
211,340
200,000
200,987
-4.9%
216,283
+7.6%
244,405
+32.6%
202,940
-17.0%
184,289
-14.8%
208,386
+2.7%
Phone
Mail
Electronic
150,000
Total
100,000
*Does not
include visits to
TravelSD.com
Web site.
50,000
Source: South
Dakota Office of
Tourism
0
FY97
TravelSD.com
FY98
FY99
FY00
FY01
90
FY02
FY03
SDVisit.com
Web Statistics
Electronic Inquiries to the Office of Tourism*
89,246
+12.2%
90,000
79,523
+74.4%
80,000
70,000
60,000
45,608
+31.6%
50,000
34,656
+89.8%
40,000
30,000
18,263
+51.2%
20,000
10,000
7,893
12,079
+53%
FY97
FY98
0
FY99
*Does not include visits to TravelSD.com Web site.
FY00
FY01
FY02
FY03
Source: South Dakota Office of Tourism
TravelSD.com Daily Average Page Views*
35,000
2002
+23.5% +1.6% +7.0%
30,000
2003
+22.1%
25,000
+27.6%
20,000
+19.8%
+9.4%
+35.1% +10.6%
+1.5%
15,000
+9.2% +39.8%
* The number
of times each
and every
page within
TravelSD.com
is accessed
10,000
Source: South
Dakota Office
of Tourism and
Bureau of Information and Telecommunication.
5,000
0
Jan.
Feb.
TravelSD.com
Mar.
Apr.
May
June
July
91
Aug.
Sept.
Oct.
Nov.
Dec.
SDVisit.com
How Users Get to TravelSD.com
44.7
45
40
35
30
25
20
15.6
15
8.4
10
8.0
5.4
5.3
io
ad
/r
TV
d
or
W
5
5.0
Source: Office of Tourism,
World Wide Web User
Survey, October 2002September 2003
5.0
0
te
si
ad
to
k
in
ll
ai
m
Ek
lin
al
rn
te
th
Ex
ou
m
of
d
ta
in
Pr
er
th
O
ne
gi
en
ly
ct
ire
D
ch
ar
Se
2003 Online Vacation Package and Coupon Promotion
70,000
# of users
# of visits
60,000
# of page
views
50,000
40,000
30,000
2003 Totals
20,000
Users – 193,713
Visits – 198,716
10,000
Page
Views – 459,497
0
Jan.
Feb.
Mar.
Apr.
May
June
July
Aug.
Sept.
Oct.
Nov.
Dec.
Mon.
Average
Key
Page view – the number of times each and every
page within TravelSD.com is accessed.
User – the number of users
Visit – the number of times the site is accessed
TravelSD.com
92
SDVisit.com
2003 Intercept Study
From May 22 to Aug. 11, 2003 the Office
of Tourism surveyed a total of 880 travelers
at nine different locations in South Dakota.
The study includes 441 interviews with
travelers residing within the Office of
Tourism’s target markets (Colorado, Illinois,
Iowa, Minnesota, Missouri, Nebraska, North
Dakota, Texas and Wisconsin) and 439
interviews with travelers residing outside
the target markets. South Dakotans were
not interviewed. Travelers were interviewed at random. Comparisons were
made to the same study conducted in
1999. The complete 2003 Intercept Study is
available at SDVisit.com
Origin of Travelers
In-Target*
35
32%
30
20
17%
16%
15
4%
0
W
is
co
s
h
ns
D
in
a
ot
ak
i
ka
ur
*Travelers residing within
Tourism’s target markets.
xa
Te
rt
so
as
br
No
Ne
is
ta
so
s
ne
oi
in
M
M
in
a
w
Io
Ill
do
ra
2003
1999
Out-of-Target*
8%
8
7% 7%
7%
7
6
8%
6%
6%
5% 5% 5% 5% 5%
5
5% 5%
6%
5%
4%
4
3%
3
2
1
0
ng
to
ia
n
n
va
93
1999
da
na
hi
yl
n
a
* Travelers residing outside
Tourism’s target markets.
Ca
as
W
ns
o
ga
a
as
hi
hi
ic
ns
n
Pe
O
M
Ka
ni
a
an
id
di
or
In
Fl
or
lif
TravelSD.com
8%
Ca
• 3.2 people in travel party
• Average age of adult traveler was 40.1
• Took an 8.3 day vacation
• Spent an average of 3.9 days in
South Dakota
• 83.8 percent had been to South Dakota
• Spent an average of 4 days in
South Dakota
• More than half (61.5 percent) had seen
South Dakota advertising, 15 percent
said the ads influenced their decision to
come to South Dakota
• Spent $141.54 per day on entire vacation
• 55.1 percent said South Dakota was
their destination
11%
6% 6% 6% 6%
5%
lo
Profile of In-Target Traveler,
1999 Intercept
12%
11%
9%
7%
Co
• 3.4 people in travel party
• Average age of adult travelers was 46.6
• Took a 6.3 day vacation
• 85.5 percent had been to South
Dakota before
• More than two-thirds (68.3 percent)
had seen South Dakota advertising,
55.1 percent said the ads influenced
their decision to come to South Dakota
• Spent $164.44 per day on entire vacation
• 76.9 percent said South Dakota was
their destination
10% 9%
10
5
Profile of In-Target Traveler,
2003 Intercept
25%
25
2003
SDVisit.com
Factors Influencing 2003 Travel to South Dakota*
45
44.7%
40
33.3%
35
31.5%
30
25
21.3%
20
15
9.8% 8.2%
10
*Travelers residing within
Tourism’s target markets.
5
2.0% 1.4% 1.4%
0.7% 0.5%
0
Sp
ec
Sp
ca
ttr
ac
ti
sit
ifi
Pa
tri
ot
ic
ec
ifi
es
on
Fa
m
Ot
Pa
s
Bu
M
he
sin
ily
r
gt
/fr
ce
ien
hr
ve
ou
ds
nt
gh
an
ys
ite
sin
Le
w
is
st
es
o
s
se
e
Source: South Dakota Tourism
Intercept Study, 2003
Ad
ve
rti
&
o
sin
Cl
h
g
om
ar
k
e
Tra
il
Cl
os
et
South Dakota Advertising
69.1%
70
66.4%
(Among in-target travelers (68.3 percent) who recalled seeing South Dakota advertising at home)
2003
1999
60
*Examples of other sources for 2003
include billboards, casino information, Interstate Information Centers,
post cards, college professor and
South Dakota brochures.
Multiple answers allowed.
0
TV
Ne
In
M
ws
ag
pa
TravelSD.com
te
pe
az
r
in
e
rn
et
Ra
di
o
Ot
W
or
he
d
r*
of
m
m
ou
er
ica
th
M
all
of
A
94
1.3%
7.3%
2.3%
3.0%
10
2.3%
Source: South Dakota Tourism Intercept
Study, 2003
7.3%
20
12.6%
14.3%
30
32.4%
25.2%
40
32.8%
50
Tra
ve
l/
Ou
td
oo
rS
ho
w
SDVisit.com
Visitor Industry Contacts
Governor’s Tourism
Advisory Board
Stan Anderson, Wall
JoAnne Bird, Brookings
John Brockelsby, Rapid City
Lois Davis, Rapid City
Dave Geisler, Murdo
George Kessler, Mina
Donna Rae Petersen, Ridgeview
Julie Ranum, Watertown
Jim Schade, Volga
Frank Smith, Gettysburg
Dave Sweet, Sioux Falls
Tourism Associations
(605)
(605)
(605)
(605)
(605)
(605)
(605)
(605)
(605)
(605)
(605)
279-2861
693-3193
342-5873
343-8550
669-2691
229-5346
733-2112
882-3877
274-4011
765-2500
334-2371
Visitor Industry Alliance
PO Box 1065
Pierre, SD 57501
(605) 945-2486
(605) 224-7198 fax
VIA Officers as of December 2003
Stan Anderson, Wall, President
Tom Nelson, Lead, Vice President
Jim Berven, Watertown, Treasurer
Jerri Johnson, Sioux Falls, Past President
TravelSD.com
Black Hills Badlands & Lakes Association
Bill Honerkamp, president
1851 Discovery Circle
Rapid City, SD 57701
(605) 355-3600
(605) 355-3601 fax
blackhillsbadlands.com
Glacial Lakes & Prairies Tourism Association
Rosie Smith, executive director
PO Box 244
Watertown, SD 57201
(605) 886-7305
(605) 886-7935 fax
sdglaciallakes.com
Great Lakes of South Dakota Association
Sharla Garrett, executive director
PO Box 786
Pierre, SD 57501-0786
(605) 224-4617
(605) 224-9913 fax
sdgreatlakes.org
Southeast South Dakota Tourism Association
Jacquie Fuks, executive director
800 Mariner Lane, Suite 104
Yankton, SD 57078
(605) 665-2435
(605) 665-8776 fax
southeastsouthdakota.com
95
SDVisit.com
Office of
Tourism Staff
Patricia Van Gerpen, Director
of Tourism, oversees all of the
Office of Tourism’s operations,
promotions and production
efforts.
Maureen Droz,
Group Tour Manager,
is responsible for
marketing South
Dakota to both
domestic and international group tour
companies and travel
agencies.
Kerry Frei, Rural
Tourism Assistant,
helps with the
day-to-day operations
of the Rural Tourism
and Lewis and Clark
bicentennial efforts.
Chris Hull, Film
Office Manager, is
responsible for bringing feature films, TV
movies, commercials
and similar projects to
South Dakota.
Rita DuBois,
Information Specialist,
manages the department’s fulfillment centers. She tracks advertising campaigns, coordinates snow/fishing
reports and completes
bookkeeping for the
travel tape and CD
program.
Vicky Engelhaupt,
Group Tour Assistant,
handles follow-up
from ABA/NTA conventions and assists
with the daily operations of the domestic
and international
group tour programs.
Michele Ganschow,
Media Relations
Assistant, supports all
aspects of the department’s Outdoor
Program and media
relations efforts. She
is also co-chair of the
annual Tourism
Conference.
Cindy Tryon, Rural
Tourism Manager, coordinates the Rural Tourism
Development program.
She assists communities
in identifying, developing
and marketing their
tourism resources. She
also manages Lewis and
Clark promotions.
Arline Hammer,
Administrative
Assistant, works closely with the Director
of Tourism, arranging
tourism board meetings, handling correspondence and assisting with administrative
responsibilities.
René Vallery,
Information Center
Manager, supervises
the Interstate
Information Centers.
She also coordinates
the AAA and statewide
customer service
programs.
Lee Harstad, Media
Relations Manager
oversees the Outdoor
Promotions program.
Efforts focus on
promoting South
Dakota’s outdoor
activities to the media
and the general public. This position also
coordinates Tourism’s
media relations efforts.
TravelSD.com
96
SDVisit.com
Leah Mohr, Creative Director,
manages South Dakota Tourism’s
advertising and promotional efforts,
creates and designs campaign
elements, and supervises Creative
staff. She also is responsible for
Tourism’s research efforts.
Creative*
Sommer Brown,
Graphic Designer,
is responsible for
designing various
Tourism print
projects including
ads, brochures,
guides and other
promotional materials.
Mandy DeSchepper,
Graphic Designer,
is responsible for
designing various
Tourism print
projects including
ads, brochures,
guides and other promotional materials.
Camille Kirchhoff,
Graphic Designer,
is responsible for
designing various
Tourism print
projects including
ads, brochures,
guides and other promotional materials.
Melissa Bump,
Promotions
Coordinator, coordinates Tourism’s cooperative advertising
programs and does
in-house media
buying.
Ann DeVany,
Web/Production
Coordinator, handles
Tourism’s Web site
development and
maintenance. She also
assists with photography and coordinating
research projects.
Nicole Nordbye,
Communications Coordinator, writes South
Dakota Tourism’s promotional materials. She also
helps coordinate public
relations efforts and is
co-chair of the annual
Tourism Conference.
Chad Coppess,
Senior Photographer,
photographs statewide
events, attractions and
businesses, as needed
for promotion by the
Office of Tourism. He
also fills photo
requests.
Thad Friedeman,
Publications
Coordinator, designs
print materials, oversees graphic design
equipment, and coordinates scheduling and
inventory of Tourism
publications.
Jerry Nowell,
E-Commerce
Coordinator, handles
Tourism’s online marketing efforts including
banner advertising and
design, and the
Travelsmart e-newsletter. Jerry also is
responsible for Web
development.
Scott Howard, Video
Services Coordinator,
shoots video for all
Tourism video projects
including TV commercials, promotional
videos and Travel
News Television. He
also handles video
footage requests.
TravelSD.com
97
*Individuals working in this area are
shared employees with the Governor’s
Office of Economic Development.
SDVisit.com
Marty Davis, Director of the
Administrative Division, provides
direction, coordination and
supervision to meet the fiscal,
human resources and office
management needs of the Tourism
and GOED offices.
Administrative*
Deenie Frederick,
Support Coordinator/Accounting
Assistant, is responsible for accounts
payable, contract and
purchase order file
maintenance. She also
coordinates office
efforts with Central
Service agencies.
Valerie Johnson,
Project Specialist,
works on a variety
of special projects
for South Dakota
Tourism. She helps
with advertising
co-ops and serves
as back-up receptionist. She also assists
with conference
registration.
Donna Mullett,
Lead Support
Specialist, produces
final documents,
creates and maintains
address and data
files, compiles statistical data and prepares
documents for mass
mailings. She also
coordinates conference registration.
Karen Hirsch, Office
Travel Coordinator,
arranges travel needs
for staff – coordinating
reimbursements and
ensuring maintenance
of vehicles. She also
serves as back-up
receptionist and
processes travel
tape refunds.
Cathy Lyons,
Receptionist, answers
all incoming calls and
handles incoming
mail. She fulfills
requests for information and coordinates
poster sales. Cathy
also assists with conference registration.
Robin Rattei,
Support Specialist,
produces final
documents, creates
and maintains
files/forms, compiles
and maintains data,
and prepares documents for mass mailings. She also maintains the office supply
inventory and assists
with conference
registration.
*Individuals working in this area are shared
employees with the Governor’s Office of
Economic Development.
TravelSD.com
98
SDVisit.com
APPENDIX A
Procedures for computing Economic
Impact Data
Since 1995, Michael K. Madden, Ph.D., Business
and Economic Research, has compiled travel data
for the South Dakota Office of Tourism. The following is a brief explanation of the methodology
used in computing travel industry spending estimates. In the case of most counties, the following
procedures are used:
1. First, taxable sales for each bimonthly period
during the year are taken from the South
Dakota Sale and Use Tax Reports for each
county. The most critical factors including
eating and drinking establishments (SIC 58)
and lodging (SIC 70). Motel occupancy does
not include bed and breakfasts; campgrounds
occupancy includes figures for both public and
private properties.
APPENDIX B
Procedures for figuring
occupancy rates
Since 1989, Dr. Michael K. Madden has tracked
occupancy statewide. The system is based on
random sampling with a stratification in the sampling procedure for motel properties. The strata
for motels consist of those properties with less
than 75 units and those above 75 units.
Occupancy data is collected each stratum and
then weighed according to the relative number
of rooms in the state represented by each stratum.
Campgrounds are not separated according to size
nor according to whether they are privately or
publicly owned.
TravelSD.com
2. Next, a base spending level is set for both
of these factors for which visitor spending is
reasoned to be minimal. Yankton County, for
example, experiences minimal visitor spending
in the months of January and February.
Spending levels above this base in other
bimonthly periods is reasoned to be due to the
vacation travel industry.
3. Then, using the latest data available from the
U.S. Travel Data Center, the percentage of
visitor spending which can be traced to these
factors is determined.
4. Finally, this percentage is used to calculate the
total visitor spending that occurs in each
respective county.
Although this method is not perfect, it has proven
to mirror general trends that have occurred in
most counties in the state. Some counties, such as
Lawrence and some others dominated by universities, are estimated using a modified approach
that differs somewhat from county to county. But,
all use long-term trends in these sectors.
An important aspect of the sample design is that
data collected is separated into four regions of the
state. Regional occupancy rates can therefore be
compared by month for differences and similarities during the summer travel season.
The regions are generally described as follows:
Region
Region
Region
Region
1
2
3
4
Southeast
Glacial Lakes and Prairies
Great Lakes
Black Hills, Badlands and Lakes
These regional definitions correspond to those
employed in the annual economic impact study.
The survey is performed by telephone covering
the months of May through October for motel
properties and June through August for campgrounds. The success and validity of the sampling
effort is highly dependent on the cooperation of
lodging property owners and managers.
99
SDVisit.com
Sponsors
Xanterra Parks & Resorts
Thank you to all of the sponsors of the 2004
South Dakota Governor’s Conference on Tourism.
Their generous support makes this event possible.
Granite Sponsors
($1,200 to $1,999)
rushmoregifts.com
Custer State Park
www.custerstatepark.info/index.htm
Gold Sponsors
($2,000 +)
The Empire Mall
www.TheEmpiremall.com
AAA Home & Away
homeandawaymagazine.com
Kelly Inns Ltd.
kellyinns.com
AAA TourBooks
www.aaabiz.com/adsales
PrairieWave Communications
prairiewave.com
Block Productions
www.blockpro.org
Ramkota Companies
ramkota.com
Corn Palace Festival
cornpalacefestival.com
Rapid City Convention & Visitors
Bureau
Corn Palace Tourism and Concessions
rapidcitycvb.com
cornpalace.com
Rushmore Mall
Deadwood Chamber and Visitors
Bureau
www.Rushmoremall.com
deadwood.org
Gold Dust Gaming Complex and
Holiday Inn Express
Copper Sponsors
($750 to $1,199)
golddustgaming.com
Avera Health
www.avera.org
KWSN, a Midcontinent Radio station
www.kwsn.com
Customized Newspaper Advertising,
Iowa
Lawrence & Schiller
cnaads.com
l-s.com
First Gold Hotel & Gaming
Meredith Travel Marketing
firstgold.com
bhg.com
lhj.com
moremag.com
countryhome.com
First Western Banks
firstwesternbank.com
Ridco Inc.
Midwest Living
americatourswest.com
midwestliving.com
Rushmore Radio Company –
KKMK/KKLS/KRCS/KOUT/KFXS/KIMM
rushmoreradio.com
TravelSD.com
100
SDVisit.com
Rose Quartz Sponsors
($250 to $749)
Redlin Art Center
Aberdeen Convention & Visitors
Bureau
South Dakota Retailers Association
aberdeencvb.com
ADwërks
redlinart.com
www.sdra.org
South Dakota Rural Electric
Association
adwerks.com
www.sdrea.com
American Heritage
State Publishing Company
americanheritage.com
BankWest
bankwest-sd.com
Best Western Hotels of South Dakota
Travel Marketing Group
www.travelmarketinggroup.com
Wall Drug Store
walldrug.com
bestwesternsouthdakota.com
Black Hills, Badlands & Lakes
Association
blackhillsbadlands.com
Black Hills Central Railroad
1880train.com
Chamberlain-Oacoma Chamber of
Commerce
chamberlainsd.org
General Sponsors
($100 to $249)
CCL Label
www.ccllabel.com
Certified Folder Display Service, Inc.
certifiedfolder.com and visitortips.com
Dan Grigg Images, Inc.
dangriggimages.com
Corn Palace Convention & Visitors
Bureau
cornpalace.com
Glacial Lakes & Prairies Tourism
Association
sdglaciallakes.com
Great Lakes of South Dakota
Association
Lemmon Area Chamber of Commerce
sdgreatlakes.org
lemmonsd.com
Hill City Chamber of Commerce and
Economic Development
Sioux Falls Convention & Visitors
Bureau
hillcitysd.com
siouxfallscvb.com
Huron Chamber & Visitors Bureau
Washington Pavilion of Arts and
Science
huronsd.com
washingtonpavilion.org
Mount Rushmore KOA/Palmer Gulch
Lodge
palmergulch.com
Watertown Convention & Visitors
Bureau
watertownsd.com
Pierre Convention & Tourism Bureau
pierrechamber.com
Yankton Area Chamber of Commerce
yanktonsd.com
TravelSD.com
101
SDVisit.com
Index
2 Nation Tours . . . . . . . . . . . . . . . . . . . . .50,51
2010 Initiative . . . . . . . . . . . . . . . . . . . . .1,9,61
AAA marketing . . . . . . . . . . . . . . . . . . . . .47,62
Adventure . . . . . . .13,14,15,26,51,61,62,63,64,69
Adventure Travel Guide . . . . . . . . . . . . . .62,69
Advertising
Cooperative . .5,6,13,15,17,20-21,24,45,54,69
Film industry . . . . . . . .12,23,29,49,67,68,72
Group tour . . . . . .12,23,24,27,29,51,52,67,72
Magazine . . . .11,13,14,16,17,19,20-21,22,23,
. . . . . . . . . . . . . . . . . .24,26,29,47,49,51,61
Newspaper .10,11,13,14,15,17,20-21,22,26,29
Online . . . . . . . . . . .10,11,12,13,15,17,18,19,
. . . . . . . . . . . . . . . . . . . . . . .22,25,26,27,28
Outdoor . . . . .10,12,13,14,15,18,19,20-21,23
Shoulder season . . . . . . . . . . .9,13,15,20-21
Television . . . . . . . .11,14,15,16,17,18,20-21,
. . . . . . . . . . . . . . . . . . . . . . . . .26,27,59,61
Warm season . . . . . . . . . .16-19,20-21,26,29
Winter . . . . . . . . . . . . . . . . . . .15-16,20-21
Year-round . . . . . . . . . . . . . . . . . . . . .22-24
Airport traffic . . . . . . . . . . . . . . . . . . . . . . . .79
Baby boomers . . . . . . . . . . . . . . . . . . . . . . .76
Bird watching . . . . . . . . . . . . .23,61,62-63,68,70
Budget . . . . . . . . . . . . . . . . . . . . . . . . . . . .5,78
Calendar, events 2004 . . . . . . . . . . .11,24,27,69
Calendar, events 2005 . . . . . . . . . . . . . . . .27-28
Calendar, industry 2004 . . . . . . . . . . . . . .67-68
Campground occupancy . . . . . . . . . . . .85,87,99
Cooperative advertising . . . . . . . . .5,6,13,15,17,
. . . . . . . . . . . . . . . . . . . .20-21,24-45,54,69
Co-op program partners .9,10,11,12,13,14,15,17,
. . . . . . . . . . . . . . .18,19,22,24-29,30-45,48,
. . . . . . . . . . . . . . . .50,51,52,56,64,67,69,71
Corps of Rediscovery . . . . . . . . . .58-59,60,67,68
Cultural/Historic Travelers . . . . . . . . . . . . .75,77
Database rental . . . . . . . . . . . . . . . . . . . . .16,24
Deadwood gaming . . . . . . . . . . . . . . . . .5,52,72
Direct mail . . . . . . . . . . .15,20-21,23,24,49,52,62
Directory ads . . . . . . . . . . . . . . . . . . . . . .22,23
Economic impact . . . . . . . . . . . . .73,80,81,86,99
Electronic inquiries . . . . . . . . . . . . . . . . . . . .91
Electronic marketing . . . . . . .9-12,13,16,19,22,47
E-newsletter . . . . . . . . . . . . . . . . . . .12,13,22,27
Employment . . . . . . . . . . . . . . . . . . . . .73,81,84
Escort Notes . . . . . . . . . . . . . . . . . .51,52,71,72
Familiarization tours/hostings . . .15,47,48,50,51,
. . . . . . . . . . . . . . . .53,56,61,62,63,65,67,68
Farm and ranch vacations . . . . . . . .65-66,67,69
Film Office . . . . . . . . . . .12,23,29,47-50,67,68,72
FilmSD.com . . . . . . . . . . . . . . . . . . .12,48,49,72
Fishing . . . . . . . . . . . . . . . . . . . .10,23,61,62,71
Fishing and Hunting Guide . . . . . . . . . .10,62,71
Four Parks campaign . . . . . . . .18-19,47,64,65,67
Funding . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
Gas tax revenue . . . . . . . . . . . . . . . . . .80,81,84
Generation X . . . . . . . . . . . . . . . . . . . . . . . .76
Generation Y . . . . . . . . . . . . . . . . . . . . . . . .76
George S. Mickelson Great Service Award . . .53,
. . . . . . . . . . . . . . . . . . . . . . . . . . . . .54-55
Giant Step insert . . . . . . . . . . . . . . .13,17,26,29
Governor’s Certificate of Recognition . . . . . . .53
Governor’s letter . . . . . . . . . . . . . . . . . . . . . . .1
Governor’s Tourism Advisory Board . . . . . . .95
TravelSD.com
Great Faces. Great Places. Logo Usage . . . . .103
Great Getaways insert . . . . . . .13-14,17,18,26,29
Great Service STAR . . . . . . . . . . . . .10,53,54,55
Great Shoulder Events . . . . . . . . . . . . . . .10,23
Group tour co-op . . . . . . . . . . . . . . . . . . .24,51
Group tour marketing . . . . . . . . .12,23,24,27,29,
. . . . . . . . . . . . . . . . . . . . . . . . .50-53,67,72
Group Tour Planning Guide . . . . . . . . .12,29,72
Guide to Indian Reservations & Art .27,51,66,70
Guide to the Great Sioux Nation . . . . . .66-67,70
Historic/Cultural Travelers . . . . . . . . . . . . .75,77
Hospitality program . . . . . . . . . . . . . . . . .53-57
Hotel/motel occupancy . . . . . . . . . . . .75,85,87
Hunting . . . . . . . . . . . . . . . . . . . .10,15,61,62,71
Information Center brochure program . . . .25,56
Information Center poster program . . . . . .25,56
Information Center T-shirt program . . . . . .25,56
Information Centers . . . . . . . . . . . .25,52,56-57,
. . . . . . . . . . . . . . . .58,59,60,62,66,67,71,88
Inquiries . . . . . . . . . . . . . . . . . . . . . . . . . .90,91
Intercept Study . . . . . . . . . . . . . . . . . . . . .93-94
International marketing . . . . . . . . .9,10,12,29,48,
. . . . . . . . . . . . . . . . . . . . . . .50,51,52,63,67
International occupancy . . . . . . . . . . . .73,87,88
Internet . . . . . . . . . .9-12,13,14,17,22,23,25,26,27
. . . . . . . . . . . . . . . .53,60,62,69,70,90,91,92
Japan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .50
Lewis and Clark . . . . . . . . .10,22,23,24,26,51,52,
. . . . . . . . . . . . . .56,57-60,61,63,67,68,70,71
Lewis and Clark Information Center . . .56,60,71
Lewis and Clark Marketing . . . . . . .51,63,52,56,
. . . . . . . . . . . . . . . . . . . . . . . . .57-60,70,71
Lewis and Clark Signature Event . . . .23,58,67,68
Lewis and Clark Trail Guide . . . . . . . . .59-60,71
Lewis and Clark Trail Organizations . . . . . . . .57
Lodging units . . . . . . . . . . . . . . . . . .83,85,86,88
Magazine advertising . . .11,13,14,16,17,19,20-21,
. . . . . . . . . . . . . .22,23,24,26,29,47,49,51,61
Mature travelers . . . . . . . . . . . . . . . . . . . . . .76
MediaSD.com . . . . . . . . . . . . . . . . . . . .12,64,65
Motel/hotel occupancy . . . . . . . . . . . . . . .75,85
National Tourism Week . . . . . . . . . . . .64,65,67
Newspaper advertising . . . . . .11,13,14,15,17,18,
. . . . . . . . . . . . . . . . . . . . . . .20-21,22,26,29
Occupancy . . . . . . . . . . . . .80,85,86,87,79,81,99
Online advertising . . . . . . . . . . . .11,12,13,23,48
Online booking . . . . . . . . . . . . . . . . . . . . . . .26
Online coupons . . . . . . . . . . . . . .10,11,12,25,26
Online vacation packages . . . . . . .9,10,11,12,13,
. . . . . . . . . . . . . . . . . . . .17,18,22,25,26,27
Outdoor marketing . . . . . . .10,12,13,14,15,18,19,
. . . . . . . . . . . . . . . . . . . .20-21,23,61-63,68
Outdoor News . . . . . . . . . . . . . . . . . . . . . . .61
Photo & video loans . . . . . . . . . . . . . . . . . . .24
Posters . . . . . . . . . . . . . . . . . . . . . . . . .25,56,72
Press blitzes . . . . . . . . . . . . . . . . .47,56,64,65,67
Public relations . . . . . . . . . . . . . . . . . . . . .63-65
Publications
Adventure Travel Guide . . . . . . . . . . .62,69
Birding Trail Guide . . . . . . . . . . . . .10,63,70
Calendar of Events, 2004 . . . . . . . .11,24,27
Escort Notes . . . . . . . . . . . . . . . . . .51,52,71
Film/Video Directory . . . . . . .12,29,48,49,72
Fishing & Hunting Guide . . . . . . . .10,62,71
102
Glacial Lakes and Prairies
Great Parks, Monuments and Memorials .70
Group Tour Planning Guide . .12,29,51,52,72
Guide to Archaeology & Paleontology . . .70
Guide to Indian Reservations & Art .27,66,70
Guide to the Great Sioux Nation . .66-67,69
Lewis and Clark Trail Guide . . . . . .59,60,71
Official Highway Map . . . . . . . . . . . . .70-71
South Dakota Posters . . . . . . . . . . . . . . .72
Tourism Assistance Directory . . . . . . . . . .66
Vacation Guide . . .11,14,16,19,24,27,28,53,69
Regional promotion contracts . . . . . . . . . . .5,28
Regional tourism associations . . . .5,16,24,28,59,
. . . . . . . . . . . . . . . . . . . . . . . . . . .69,70,71
Research, national/international . . . . . . . .73-76
Research, regional . . . . . . . . . . . . . . . . . .79-88
Research, state . . . . . . . . . . . . . . . . . . . . .90-92
Rocky Mountain International . . . . . . . . . .51,87
Rural tourism . . . . . . . . . . . . . . . . . . . .57,65-67
Sales tax revenue . . . . . . . . . . . . . . . .7,80,81,84
Satellite feeds . . . . . . . . . . . . . . . . . . . .64,65,68
SDVisit.com . . . . . . . . . . . . . . . . . . . . .12,28,54
Shoulder-season advertising . . . . . .9,13-15,20-21
South Dakota Great News . . . . . . . . . .47,52,65
South Dakota Road Trip . . . . . . . . . . . .10,22,27
South Dakota Travelsmart . . . . . .12,13,16,22,27
Staff, Office of Tourism . . . . . . . . . . . . . . .96-98
Target markets . . . . . . .2,9,10,12,13,15,16,18,19,
. . . . . . . . . . . .20-21,22,29,47,50,64,87,93,94
Television advertising . . . . . . . . .11,14,16,17,18,
. . . . . . . . . . . . . . . . . . . .20-21,26,27,59,61
Tourism conference . . . . . . . . . . . . . . .28,66,68
Tourism conference sponsors . . . . . .28,100-101
Tourism tax . . . . . . . . . . . . . . . . . . . . . . . .5,6-8
TourSDakota.com . . . . . . . . . . . .12,23,51,52,72
Tracking . . . . . . . . . . . . . . . . . . . . . . . . .11,105
Travel counselors . . . . . . . . . . . . .25,47,56,57,67
Travel forecast . . . . . . . . . . . . . . . . . . . . . . .73
Travel News Television . . . . . . . . . . . . . . .26-27
Travel tapes/CDs . . . . . . . . . . . . . . . . . . . . . .56
TravelSD.com . . . .10,11,13,14,17,22,23,25,26,27,
. . . . . . . . . . . . . . . .53,60,62,69,70,90,91,92
Tribal tourism . . . . . . . . . . . . . . .27,58,66,67,69
Vacation Guide . . . . . . . .11,14,16,24,27,28,53,69
Vacation Packages . . . .9,10,11,12,13,14,15,16,17,
. . . . . . . . . . . . . . . . . . . . . . .18,22,25,26,27
Video/Film Directory . . . . . . . . . . . .12,29,48,72
Visitation . . . . . . . . . . . . . . . . . . . . . . .80,89,90
Visitor Industry Alliance . . . . . . . . . . . . . . .6,95
Visitor Services Directory . . . . . . . . . . .10,11,26
Visitor spending . . . . . . . . . . . . . .73,76,80,81,99
Warm-season advertising . . . . .16-19,20-21,26,29
Web promotions . . . . . . . . . . .10,18,19,23,25,26
Web site, consumer . . . . . . . .10,11,13,14,17,22,
. . . . . . .23,25,26,27,53,60,62,69,70,90,91,92
Web site, group tour . . . . . . . . . .12,23,51,52,72
Web site, industry . . . . . . . . . . . . . . . . .12,28,54
Web site, media . . . . . . . . . . . . . . . . . .12,64,65
Web site, Film Office . . . . . . . . . . . .12,48,49,72
Winter promotion . . . . . . . . . . . . . .15-16,20-21
World Wide Web co-op . . . . . . . . . . . . . . .10,26
Wyoming co-ops . . . . . . . . .12,18,19,47,48,51,64
Year-round advertising . . . . . . . . . . . . . . .22-24
SDVisit.com
Using the Great Faces. Great Places. Logo
Private businesses are encouraged to use the Great Faces. Great Places. logo, at
no cost to the user. However, it’s important that you use the logo correctly to
uphold South Dakota’s quality image. The logo is available in camera-ready
artwork and disk format from the Office of Tourism. The following pointers will
assist you in using the logo correctly. For a complete set of standards, visit
www.SDVisit.com or contact Thad Friedeman, Publications Coordinator, at
the Office of Tourism, (605) 773-3301. thad.friedeman@state.sd.us
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TEAR HERE
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To ensure proper angle of the South Dakota script, line up the bottom of
the “t” in South to the bottom of the “k” in Dakota. The script is not to
be used at any other angle. The script may not be split apart.
When printing in color, the recommended color breakout is as follows:
South Dakota script, red; faces of Mount Rushmore, gold; Great Faces
Great Places slogan, green.
When printing on coated paper, use PMS 199c for a bright, vivid red;
PMS 874c for shiny gold; and PMS 555c for a rich green.
When printing on uncoated paper, use PMS 192u for red; PMS 466u for
gold; and PMS 555u for green.
The logo also can be printed in a single color (e.g., black ink on
white paper).
Each of the logo’s three elements – the South Dakota script, the four
faces, and the Great Faces Great Places slogan – can be used alone or
combined with another element.
Sample
Telephone Associate Script
Customize for your own use.
This is (your name) with (name of business) in South Dakota. May I help you?
Caller requests information.
May I have your first name?
Last name?
Your mailing address, please? Is that street, avenue, road or lane? Is there an
apartment number?
City, state and zip code? (Canadians: City, province, and postal code?)
Phone number?
Would you like to receive updates about (name of business) via e-mail?
(If yes, associate captures caller’s e-mail address.)
Repeat all information back to the caller for verification.
Would you like fall, winter or summer information?
Where did you learn about ___________________________________________ ?
(name of business)
Associate captures source code information.
When do you plan to travel to South Dakota?
TEAR HERE
We’re surveying our callers today. Do you have time to answer three
short questions?
Are you interested in _________________________________________________?
Are you interested in _________________________________________________?
Are you interested in _________________________________________________?
Thank you (caller’s first name) for calling (name of business). You should receive
your information in (give appropriate time frame).
Office of Tourism
(605) 773-3301
TravelSD.com (consumer Web site)
SDVisit.com (industry Web site)