annual report

S O U T H D A K O TA
D EPA RT M EN T O F TO U R I S M
ANNUAL REPORT
2014
Dear industry partners, .................................................
We’ve had a solid year, haven’t
This report will give you a
we? A look back reveals a lot of
snapshot of the Department
hard work, a few challenges,
of Tourism's work in 2014,
and many successes. Another
and will give you a look at
cold and rainy spring had many
our end of year numbers.
of us wondering about the start
of the travel season, and more
than a few of us worried when
inquiries and web traffic were
down. However, as the season
went on, we saw increased
visitation, good promotion tax
Thank you to each and every
one of you who work so
diligently to provide a first-class
experience to our guests. It’s
because of you that we continue
to see success year after year!
numbers, and we were hearing
good reports from you, our
industry partners.
Department Secretary
James Hagen
Sincerely, Jim Hagen
Department Funding .............................................................................................................
Executive Assistant
Harla Jessop
The Department of Tourism is funded through a 1.5% promotion tax, which was self-imposed starting
in 1995. The original tax was 1%, and an additional .5% was added in 2009, renewed in 2011, and made
SD State Historical Society
Department of Tourism
SD Arts Council
permanent in 2013, to replace a loss of general funds.
Research &
Visitor Services
Manager
Kirk Hulstein
Deputy Secretary,
Media & Industry
Relations Manager
Wanda Goodman
(BH)
Creative
Strategies
Manager
Thad Friedeman
International
& Domestic
Trade Sales
Maureen Droz
Marketing
Manager
Natasha Bothun
Web
Development
Specialist
Ann DeVany
Film & Media
Representative
Katlyn Richter
Project Manager
Michele
Ganschow
Trade Sales
Representative
Vicky Engelhaupt
Marketing
Strategist
Ashley Worth
FUNDING
S TA F F
The department also receives roughly $3 million of the taxes levied on Deadwood gaming establishments.
b u d g e t-to -v i s i to r r el at i o n s h i p
In Millions
Information
Specialist
Robin Rattei
Warehouse
Assistant
David Poole
Information
Center Staff
(Seasonal)
Info Center
Manager
Nate Johnson
Outdoor Media &
Industry Relations
Representative
Austin Kaus (C)
Industry Relations
Representative
Eileen Bertsch
(GL)
Board & Visitor
Liaison
Arline Hammer
Shared with BIT
Graphic Designer
Angela
Hofmeister
Trade Sales
Representative
Cole Irwin
Graphic Designer
Tara Berg
Trade Sales
Intern
(Seasonal)
Graphic Designer
Ashley
McCloud
Photographer
Chad Coppess
Shared with GOED
Video Specialist
Scott Howard
2
Marketing
Strategist
Stephanie Palmer
(SE)
VISITATION
person stays
16.0
16.4
16.5
16.7
TOURISM REVENUES
$12.0
$11.9
$12.5
$12.9
SOUTH DAKOTA
TRAVEL INDUSTRY
IMPACT
$1,856.2
$1,928.7
$1,982.8
$1,990.5
3.9%
2.8%
2.6%
2012
2013
2014
2011
Governor’s Tourism
Advisory Board
Julie Ranum, Chair
Ted Hustead, Vice Chair
Jim Schade, Past President
Stan Anderson
John Brockelsby
Jim Entenman
George Kessler
Carmen Schramm
Ivan Sorbel
Frank Smith
Kristi Wagner
3
Tourism is one of South Dakota's largest industries
and packs a big punch when it comes to economic impact.
D i r ect s pen d i n g by t r av el er s to S o u t h Da kota
t r av el i n d u s t ry eco n o m i c i m pact
AVERAGED
T O TA L I M P A C T
2.64%
$ 1 .9 9
B I LL I O N
Source: IHS
$159
&
MILLION
P E R D AY
GROWTH
OVER 2013
eco n o m i c va lu e to S o u t h da kota
IMPACT
$3.8
THOUSAND
PER HOUR
Av er ag e
i n t er n at i o n a l
T r av el / to u r i s m
s pen d i n g
v i s i to r s
wo r k fo r ce
IMPACT
South Dakota
per
CORE TOURISM
NON- CORE TOURISM
DIRECT
INDIRECT & INVESTMENT
$1.39
B I LL I O N
$0.60
B I LL I O N
Industries directly providing
goods & services to the
visitor, such as restaurants
Industries directly providing
goods & services to core tourism
providers, e.g. food distribution
T r av el m a r k e t i n g
H o u s eh o l d ta x
To u r i s m - r el at ed
Ta x r e v en u es
S av i n g s
act i v i t y g en er at ed
v i s i to r
per t r i p
$249
to South Dakota
account for
9% of overall
visitor spending
1 out of 11 jobs
in South Dakota depends
on travel and tourism
V i s i to r i n d u s t ry J o b G r ow t h
28,000
1 = $5
$
For every $1 spent on
travel marketing,
South Dakota receives
$5 back in tax revenues
$880
18.41%
27,000
The additional amount of taxes
each S.D. household would have
to pay if tourism didn’t exist
4
27,500
Of all state and local
tax revenue in 2014, or
$300 Million
2010
2011
2012
2013
2014
Sources: IHS, Longwoods International
5
The 2014 travel indicators tracked successes
and challenges throughout our peak, shoulder and winter seasons.
w eb s i t e T r a ffi c & Vo lu m e
UNITED STATES
CANADA
UNITED KINGDOM
GERMANY
AUSTRALIA
FRANCE
ITALY
INDIA
MEXICO
NETHERLANDS
VISITS
UNIQUE VISITS
INDIC AT ORS
PAGEVIEWS
PAGEVIEWS/VISIT
TIME ON SITE
1,665,737
46,898
18,713
9,793
8,042
6,495
5,578
3,446
3,319
2,977
2013
1,593,087
45,168
19,194
6,477
7,984
4,430
3,906
2,965
7,739
2,405
% CHANGE
4.6%
3.8%
-2.5%
51.2%
0.7%
46.6%
42.8%
16.2%
-57.1%
23.8%
WINTER
1,795,508
1,383,968
7,049,838
3.89
3:32
-5%
-2%
-14%
-10%
-10.8%
2013
% CHANGE
38.8%
-0.2%
PEAK
62.1%
61.3%
1.3%
SHOULDER
57.2%
56.4%
1.4%
YOY COMPARISON
57.3%
56.6%
1.1%
ta x a b l e s a l es
2014
2013
% CHANGE
111,066,268
104,094,016
6.7%
PEAK
366,413,242
348,866,324
5.0%
SHOULDER
253,949,286
242,181,482
4.9%
YOY COMPARISON
691,218,296
657,280,618
5.2%
WINTER
1,712,193
1,351,643
6,080,218
3.49
3:09
2014
38.7%
INDIC AT ORS
2014
h ot el o ccu pa n cy
.................................................... Trip Report, RMI States ....................................................
i n fo r m at i o n cen t er co u n t s
Product offered is a metric used to measure performance of tour operators in our overseas European
markets. In the four Rocky Mountain international states, we saw an increases of room nights offered.
TOTAL PEOPLE
TOTAL CARS
UNITED STATES
CANADA
FOREIGN
TOTAL BUSES
BUSES CARRING
FOREIGN VISITORS
2014
2013
% CHANGE
638,910
646,693
-1.2%
266,560
254,194
8,830
3,536
268,350
255,655
8,891
3,804
-0.7%
-0.6%
-0.7%
-7.0%
r m i: s tat e- by-s tat e co m pa r i s o n
482
94
512
82
-5.9%
14.6%
i n q u i r i es
6
2014
2013
% CHANGE
IDAHO
283,218
299,389
-5.0%
MONTANA
753,298
781,544
-4.0%
SOUTH DAKOTA
530,313
516,767
3.0%
WYOMING
1,590,916
1,597,200
0%
r m i: s o u t h da kota ov er n i g h t s o ffer ed by M a r k e t
2014
2013
% CHANGE
94,935
88,707
7%
-17.4%
FRANCE
75,708
66,833
13%
-23.2%
GERMANY
69,854
97,655
-28%
-13.1%
ITALY
124,256
111,925
11%
UNITED KINGDOM
165,560
151,647
9%
TOTALS
530,313
516,767
3%
2014
2013
% CHANGE
WINTER
43,311
35,524
21.9%
BENELUX
PEAK
103,475
125,290
SHOULDER
23,512
30,630
YOY COMPARISON
156,289
178,781
7
t r a d i t i o n a l M ed i a
Peak 2014
CABLE
15%
TV
The combination of traditional, digital and guerilla
NEWSPAPER
29%
6%
marketing paid off during peak season 2014.
NICHE MAGAZINE
MILWAUKEE
BREWERS
SPONSORSHIP
2%
10%
BILLBOARD
0%
INSERT
PRINTING/
SHIPPING
GIANT
STEP
36%
10%
Print.....................................
Promotions..........................
Digital..................................
MAGAZINE CO-OP
BREWERS/CUBS PROMOTION
_Online ad networks, OTA
_Better Homes & Gardens,
March 31-May 1
websites, news and other
Country Living, Everyday
_Home plate signage
offline extensions drove traffic
with Rachael Ray, Good
_Concourse display during
to TravelSouthDakota.com.
Housekeeping, Midwest Living,
Brewers/Cubs series, April 25-27
O Magazine, Woman’s Day
_Pre-game commercial on
display ads, rich media,
Total Impressions: 29,823,649
stadium video board all of April
interactive video banners
GREAT GETAWAYS
NEWSPAPER CO-OP
_Rotating message on the I-94
and expanding units.
message board all of April
_Efforts also included paid
Total Impressions: 820,000
search, lead generation, search
_34 newspapers in Colorado,
Iowa, Nebraska, Minnesota,
South Dakota, Wisconsin,
and Wyoming.
Total Impressions: 1,536,816
FREE-STANDING INSERT
_Kansas City, MO; Minneapolis,
MN; Des Moines, IA;
Milwaukee, WI; Omaha, NE
Total Impressions: 2,430,137
NICHE PUBLICATIONS
_Oh! Ranger, National Parks
Magazine, Yellowstone Journal
Total Impressions: 4,266,500
GROUP TOUR CO-OP
_2-page ads featuring 17 partners
in Groups Today, Destinations,
Select Traveler & Group Travel
Leader, Leisure Group Travel
and Courier magazines.
Television............................
_:30 and :60 cable and network
television ads featuring
landscapes and attractions
throughout the state.
CABLE:
Kansas City, MO;
Minneapolis, MN; Des Moines,
IA; Omaha, NE
NETWORK :
Kansas City, MO;
Minneapolis, MN; Omaha, NE;
Milwaukee, WI
Total Impressions: 50,635,864
AD TYPES:
Traditional banner
retargeting and social media
em a i l
Peak 2014
PEAK SEASON
# OF EMAILS
DELIVERED
UNIQUE OPENS
OPEN RATE
CLICK-THROUGH
RATE
EVENTS
67,719
145,484
3,354,194
3,228,914
165,645
137,540
11,692
23,716
499,781
590,412
27,924
20,587
17.27%
16.30%
14.90%
18.29%
16.86%
14.97%
2.5%
1.4%
1.7%
1.6%
0.3%
1.1%
FISHING
TRAVELSMART
eTARGET
BOOTPRINTS
OH RANGER
PEAK
PEAK
leisure marke t
advertising.
PRIMARY MARKETS:
Des Moines
and Quad Cities, IA; Minneapolis,
MN; Kansas City, MO; Omaha,
NE; Eau Claire/La Crosse and
D i g i ta l M ed i a
Peak 2014
Milwaukee, WI
SECONDARY MARKETS:
Colorado
Springs, Denver and Fort
FACEBOOK
& TWITTER
Collins/Greeley, CO; Sioux
3%
City, IA; Chicago, IL; Rochester
PROMOTIONS
and St. Cloud, MN; Bismarck,
3%
Grand Forks and Fargo, ND;
Lincoln, NE; Madison, WI;
and Cheyenne, Casper and
Sheridan, WY
Total Impressions: 108,156,861
DOUBLE-CLICK AD/
RESEARCH
& ANALYTICS
DIGITAL
MEDIA
5%
71%
PAID
SEARCH
13%
PLAIN RESEARCH
& COMPETITIVE
ANALYTICS
1%
_Mailed to roughly 4,500 U.S.
and Canadian tour operators
Total Circulation: 68,325
8
9
t r a d i t i o n a l M ed i a
Shoulder 2014
The shoulder season leisure and hunting
audiences saw traditional and digital marketing in 2014,
LEISURE
CABLE
with two unique sponsorships for the hunting niche.
4%
LEISURE
TV
32%
LEISURE
NEWSPAPER
leisure marke t
11%
LEISURE
MAGAZINE
1%
Print.....................................
Television............................
_Efforts also included paid
MAGAZINE CO-OP
_:30 cable and network television
search, lead generation and
_Better Homes & Gardens,
ads featuring landscapes and
social media advertising.
Everyday with Rachael Ray,
attractions throughout the state.
Midwest Living, O Magazine
CABLE: Omaha, NE
CO; Des Moines, IA; Minneapolis,
HUNTING
MAGAZINE
Total Impressions: 24,202,400
NETWORK : Colorado;
MN; Kansas City, MO; Omaha,
8%
GREAT GETAWAYS
NEWSPAPER CO-OP
Minneapolis, MN; Eau
NE; Eau Claire/La Crosse, WI
Claire/La Crosse, WI
_27 newspapers in Colorado,
Total Impressions: 21,868,100
Springs and Fort Collins/Greeley,
South Dakota and Wyoming.
Total Impressions: 1,520,024
SHOULDER
NEWSPAPER STRIP ADS
_Colorado Springs, CO; Des
Moines, IA; Minneapolis,
MN; Omaha, NE; Eau Claire,
La Crosse, WI
Total Impressions: 8,925,135
Digital..................................
_Online ad networks, OTA
websites, news and other
offline extensions drove traffic
to TravelSouthDakota.com.
AD TYPES:
Traditional banner
display ads, rich media and
interactive video banners
HUNTING
CABLE
32%
8%
Denver,
SECONDARY MARKETS:
Colorado
em a i l
CO; Sioux City and Quad Cities,
Shoulder 2014
IA; Chicago, IL; Rochester and
St. Cloud, MN; Bismarck, Grand
Forks and Fargo, ND; Lincoln,
NE; Madison and Milwaukee,
WI; and Cheyenne, Casper
and Sheridan, WY
Total Impressions: 44,781,242
SHOULDER SEASON
# OF EMAILS
DELIVERED
UNIQUE OPENS
OPEN RATE
CLICK-THROUGH
RATE
EVENTS
57,279
114, 330
3,373,649
629,445
262,708
8,670
22,146
451,739
90,071
46,565
15.14%
19.37%
13.39%
14.31%
17.73%
1.8%
3.0%
1.2%
1.1%
.3%
HUNTING
TRAVELSMART
MONUMENTAL LOVE
BOOTPRINTS
SHOULDER
Iowa, Nebraska, Minnesota,
PRIMARY MARKETS:
GIANT STEP
hunting marke t
Print.....................................
_In-show branding: the South
_Website listing, logo and banner
_Four full page 4C ads
Dakota Tourism logo appeared
ad on Pheasants Forever and
in MN Sporting Journal
on the show's character vehicles.
Quail Forever websites
Total Impressions: 138,000
_Branded content: Five
_Custom Gold Sponsor benefits
_Six full page 4C ads
exclusive “behind-the-scenes”
at National Pheasant Fest
in Covey Rise magazine
segments sponsored by
and Quail Classic
Total Impressions: 165,600
South Dakota Tourism.
_Recognition as national
_Social media: Minimum of five
sponsor in advertising, and
social media posts promoting
on all collateral distributed
South Dakota.
at 700+ banquets nationwide.
Total Impressions: 1,750,000
Total Impressions: 2,500,000
PHEASANTS FOREVER
Digital..................................
Sponsorships......................
GUN IT. WITH BENNY SPIES
_One :30 commercial spot in each
airing for a total of 78 airings
over a 26-week period in Q3
and Q4 on Sportsman Channel
_One billboard in each episode
for a total of 78 billboards.
_A minimum of three episodes
_Five full page 4C ads in
Pheasants Forever magazine
_Four full page 4C ads in
Quail Forever magazine
HUNTING NICHE FOCUS
_Regional focus Aug.-Dec.,
D i g i ta l M ed i a
Shoulder 2014
DIGITAL
MEDIA:
SHOULDER
DIGITAL
MEDIA:
HUNTING
47%
11%
FACEBOOK
& TWITTER
PAID
SEARCH
10%
32%
Southern markets July-Oct.
Total Impressions: 2,712,481
filmed in South Dakota.
10
11
Brand USA offers a myriad of cooperative marketing
opportunities to state tourism offices and other destination
marketing organizations. The Department of Tourism took advantage
of many of these opportunities in 2014.
br and Us a partnership s
i n cr e a s i n g i n b o u n d t r av el
Enhanced Web Page...........
Multi-Channel Programs...
UK MegaFAM.......................
GERMANY
_Part of the “Meet the Mountains”
_Fully-translated, four-color,
tour, which included parts
glossy magazine-style insert
of Colorado, Nebraska, and
specific to the German market,
western South Dakota.
National Geographic..........
including a digital version
_15 travel agents from the
Great American Road Trip with
Print Impressions: 570,000
United Kingdom
Robert Reid, the Digital Nomad
plus thousands of digital
_Toured Badlands National
BR AND USA
Inspiration Guide...............
_Spread under “Great Outdoors”
and a full page under “Culture"
T r av el
& To u r i s m
pro m ote
i n d u s t ry
advo cate
Brand USA...........................
U.S. Travel Association.....
_Lead the nation's global
_As the leading voice of the U.S.
marketing effort to increase
inbound travel to the
United States
image of the USA as a diverse,
and premier travel destination
platforms that add and create
value for partners and support
advise
the National Travel and
Department of Commerce...
Tourism Strategy
_Advise and provide policy
_Work with Federal agencies
recommendations to
to develop programs to
the Secretary of Commerce
communicate U.S. entry and
on issues affecting
security processes and create
the U.S. Travel Industry
a welcoming experience
for international tourists
Park, the Journey Museum
_Co-branded digital ads in
and downtown Rapid City,
included Colorado and Wyoming
6-week digital campaign
Mount Rushmore National
Combined Impressions: 12 m
Memorial, Crazy Horse
Memorial and Custer State Park.
_Editorial content on National
to and within the United States
Geographic.com
_Email blasts
Impressions: 29,005
Impressions: 500,000
pro-travel policies and remove
_Editorial and social media
travel barriers
promotions
DiscoverAmerica.com
Impressions: 4,536,000
UNITED KINGDOM
_Provide authoritative research
_Create programs and
guide views
portion of the tour, which
travel industry, increase travel
_Advocate for and advance
_Enhance awareness and the
_Part of the Mountains & Prairies
and networking opportunities
_Communicate the positive
_Branded ads on National
Geographic.com
widespread impact of travel
Impressions: 4,242,652
to policy makers and the media
_National Geographic eNewsletter
_Leverage the collective
strength of everyone who benefits from travel to grow
their business beyond what
they can do individually
Impressions: 1,400,000
Total Impressions: 10,207,657
_Custom landing page on
_Four-color, glossy magazine
insert, including a digital version
Print Impressions: 750,000
plus thousands of digital
guide views
BR AND USA
to the United States
German FAM.......................
_3 travel writers from Germany
_Toured Badlands National
Park, Crazy Horse Memorial,
Custer State Park, Deadwood,
Mount Rushmore National
Memorial, Rapid City, Spearfish
Canyon and Sioux Falls.
_Co-branded digital ads in
6-week digital campaign
Combined Impressions: 13 m
_Email blasts
Impressions: 500,000
_Custom landing page on
DiscoverAmerica.com
12
13
_Hosted 53 international
_AUGUST 17
travel writers
There’s a Buzz at the Tables in
Impressions: 375 million
one Midwest City/A Food Scene
New York City.....................
Ad Value: $13 million
Grows in Sioux Falls, S.D.,
FEBRUARY 24-25
_Hosted 20 domestic tour
New York Times print/online
Conde Nast Traveler, Family
operators and travel agents
Impressions: 60,583,086
Travel Forum, Takingthekids.com,
_Hosted 88 international group
Ad Value: $49,472
BudgetTravel.com, Family
tour counselors
_AUGUST 18
Med ia blit zes
are ever-growing pieces of the marketing mix. New and
expanded efforts in 2014 meant increased exposure.
The Thrifty Traveler:
Travel Association, Outside,
HuffingtonPost.com,
So cial Med ia Statistic s
Fodors.com, Budget Travel
Referrals from social channels to TravelSouthDakota.com: 21,250 | Leads generated from social media: 1,140
Facebook
Google+
Twitter
Followers: 449
Followers: 16,900
LEISURE CHANNEL
SOCIAL MEDIA
Followers: 142,995
Increase: 84%
Instagram
OUTDOORS CHANNEL
Followers: 2,300
Followers: 2,024
S. D. TRAVEL
PROFESSIONALS
CHANNEL
Followers: 921
Increase: 154%
Increase: 230%
Pinterest
Followers: 2,240
Increase: 51%
LEISURE CHANNEL
Increase: 39%
OUTDOORS CHANNEL
Followers: 5,100
YouTube
Subscribers: 1,074
Increase: 18%
Chicago................................
APRIL 23-24
Domestic..............................
Chicago Tribune, Chicago Travel
_FEBRUARY 17
Examiner, MidwestWanderer.com,
Rushmore Mascots with Kathie
TravelingMom.com, contributing
Lee and Hoda, TODAY Show
editor for Midwest Living
Impressions: 1,900,000
Magazine, ChicagoParent.com
Ad Value: $138,000
Washington D.C..................
JUNE 17-19
AOL Travel, National Parks
Magazine, National Geographic
Traveler Magazine, Parks
and Recreation Magazine,
TravelChannel.com, U.S. News
#hifro msd
and World Report, Washington
The Department collected posts
Facebook..............................
campaign took place from June
using #HiFromSD from multiple
Posts from SD Tourism: 25
to August. The Department of
platforms and consolidated them
Each post averaged: 29,000 views
Tourism promoted the campaign
into one landing page within our
New fans added: 7,013 new fans
in a variety of ways, including
website. Beyond the campaign
billboards along Interstate 90,
period, the social team continued
social media posts and
promotional posts on their
advertising, digital banner ads,
channels, resulting in a large
graphics on the homepage of
number of users continuing to
TravelSouthDakota.com, post-it
use the hashtag. These stats are
Twitter.................................
notes on vacation guides at the
representative of June through
Tweets from users: 4,000+
information centers, and t-shirts
mid-December.
Users reached: 893,100
Instagram............................
Posts: 8,000+
Impressions: 1.9 million
Potential reach: 100,000+
and buttons worn by staff at the
Impressions: 3 million
information centers.
New followers added: 2,000
_APRIL 1
Experience scenic savings in
South Dakota’s Black Hills,
Chicago Tribune online
Impressions: 20,642,106
Ad Value: $26,421
_OCTOBER 10
South Dakota’s Best Fall Drives,
Travel Channel online
Impressions: 8,239,452
Ad Value: $2,800
Great State Park Stays,
International......................
Midwest Living Magazine
_JANUARY 1
Impressions: 979,488
Zeit Des Erwachens,
Ad Value: $128,900
American Journal
_MAY 1
Impressions: 35,240
Dakota Territory,
Ad Value: $150,772
Budget Travel Magazine
_JANUARY 7
Impressions: 122,571
Hail to the Chief,
Ad Value: $1,838.57
The West Australian
New York City.....................
_MAY 13
Impressions: 355,000
OCTOBER 22-23
A Renaissance in Rapid City,
Ad Value: $120,000
Sherman’s Travel Magazine,
S.D., New York Times online
_FEBRUARY 8
Frommers.com, Outdoor Life,
Impressions: 16,236,925
When the Badlands Became
National Geographic, Conde
Ad Value: $18,672
Good, Sydney Morning Herald
Nast Traveler, Family Travel
_JULY 1
Impressions: 321,636
Association, Parents Magazine,
Land of the Free, Parents
Ad Value: $240,000
Travel + Leisure Magazine
Magazine and online
_FEBRUARY 28
Impressions: 7,275,676
Coyote and Badger, D-Repubblica
Life Magazine, USA Today
The official #HiFromSD
E arned med ia
hig hlig hts
F Y 14 Hosting s
& E arned Med ia
_Hosted 41 domestic travel
writers, resulting in
Impressions: 1.02 billion
P UBL IC R EL AT IONS
Social media and public relations
Ad Value: $191,927.86
Impressions: 451,000
_JULY 2
Ad Value: $130,000
The Best Bites in all 50 State
_NOVEMBER 13
Capitals, MapQuest online
Subarashiki U.S.A., BS Fuji Film
Impressions: 38,544,451
Impressions: 4,300,000
Ad Value: $8,114
Ad Value: $1,122,449
Ad Value: $5.1 million
14
15
SO MUCH MORE
THAN A ROAD TRIP
campaig n
co - o p Marke ting
Partnership s
Ten communities across the state worked hand-in-hand
with the Department of Tourism to develop
integrated marketing campaigns that complemented
each other in our target markets for 2014.
When you travel to the Black Hills of South Dakota, five hours from Denver, you’ll
discover family adventures, breathtaking beauty and awe-inspiring attractions, like
Mount Rushmore National Memorial, Crazy Horse Memorial and Badlands National Park.
The Rushmore Mascots made several appearances
both in and out of the state in 2014. Much of their in-state presence was
THE BLACK HILLS AND BADLANDS.
PART OF YOUR AMERICAN JOURNEY IN SOUTH DAKOTA.
RoadTripBH.com | 1-800-344-9834
Request a Free South Dakota Vacation Guide 1-800-S-DAKOTA
Black Hills & Badlands Assc.
to aid in the statewide celebration of the 125th anniversary of statehood.
Sylvan Lake
CUSTER FAMILY EXPEDITION
STARTING AT $495* FAMILY OF FOUR
Appe ar an ces
Stay in Custer, South Dakota, and
be minutes not miles from adventure.
Book this family vacation package
and get three nights of lodging and
admission to seven area attractions,
including Mount Rushmore National
Memorial and Crazy Horse Memorial.
Roam free this fall in Custer State Park
CUSTER IS PART OF YOUR AMERICAN JOURNEY IN SOUTH DAKOTA
_February 17
MASCOTS
Media/public appearances,
Chicago, IL
Hot Harley Nights,
Sioux Falls
125th anniversary wagon
train welcome, Pierre
_July 11-12
_September 20
NFAA event, Yankton
_April 23-25
_August 3
Independence Hall,
Philadelphia, PA
Brewers/Cubs series
appearance, Milwaukee, WI
125th anniversary
celebration, Watertown
New York City, NY
_April 26-28
_August 17
Czech Days Parade, Tabor
Wissota 100, Huron
_June 20
_September 11
CUSTER STATE PARK • Part of Your American Journey in South Dakota
Request a Free South Dakota Vacation Guide
•
1-800-S-DAKOTA
•
TravelSD.com
*Based on availability. Pricing for a family of four (two adults and two children 12 and under).
Call for additional family member pricing. Some restrictions and blackout dates apply. Does not
include tax or transportation. Call for upgrades or to build your own experience. Valid 5/25–9/1/14.
Custer
CUSTE R
S TAT E PA R K
BLACK HILLS • SD
CusterStatePark.com
Camping Reservations: 1-800-710-2267
Lodging: 1-888-875-0001
Request a Free South Dakota Vacation Guide • 1-800-S-DAKOTA • TravelSouthDakota.com
Custer State Park
PARTNERS
TODAY Show, NYC
1-866-601-5099 . VISITCUSTER.com
Deadwood
_November 22
_November 23-24
When you hunt in Huron, South Dakota you become a part of a brotherhood known as
Ringneck Nation. Here, the fields are wide open and the wild birds are abundant.
Come experience the thrill of the hunt and camaraderie of Ringneck Nation.
Evans Plunge
Experience family fun in the world’s
largest natural warm mineral water
indoor swimming pool.
The Mammoth Site
The whole family can enjoy this ongoing
paleontological site where more than 60
mammoths have been uncovered to date.
Wind Cave National Park
One of the world’s longest caves
features beauty above and below
the surface and tours for all ages.
A BLACK HILLS VACATION ALL ITS OWN
When you head for the Black Hills, escape to Hot Springs–home to warm
mineral waters, underground caverns, wild mustangs, prehistoric fossils
and soft sandy beaches. You will also find budget-friendly hotels, unique
sandstone architecture and family adventures in every direction. Plan your
trip to Hot Springs. It’s a Black Hills vacation all its own.
Where buffalo roam and presidents soar, heart-swelling
inspiration hits hard. The awe of five national parks and
monuments awaits. Get your free Visitors Guide today
at VisitRapidCity.com or by calling 800-487-3223.
HOT SPRINGS
Part of Your American Journey in South Dakota
1-800-325-6991 • HotSprings-SD.com
RAPID CITY Part of Your American Journey in South Dakota.
Hunt in Ringneck Nation–There’s No Place Like It
Request a free South Dakota Vacation Guide | 800-S-DAKOTA | TravelSD.com
HuntHuronSD.com • 1-800-487-6673
*Buffalo Jeep Safari photo by Greg Valladolid
Request a Free South Dakota Vacation Guide • 1-800-S-DAKOTA • TravelSD.com
Hot Springs
Huron
Rapid City
COME FOR THE HUNTING
Spearfish, located between Mount Rushmore National Memorial and Devils Tower
National Monument, is where beauty and adventure meet. Come experience
mountain biking, hiking and fly-fishing all surrounded by the splendor of
limestone canyons,babbling brooks and cascading waterfalls.
STAY FOR THE FISHING
Come to Watertown, South Dakota, and discover an
outdoor oasis. Bag a ringneck pheasant and then
reel in a walleye, all while you enjoy the hometown
hospitality of Watertown. While you’re here, visit the
Redlin Art Center, home to the original artworks of
outdoor and Americana artist Terry Redlin.
SPEARFISH PART OF YOUR AMERICAN JOURNEY IN SOUTH DAKOTA
VISITSPEARFISH.COM • 1-800-344-6181 RESERVATIONS
Request a FREE South Dakota Vacation Guide
Sioux Falls
16
Spearfish
•
1-800-S-DAKOTA
•
TravelSD.com
Plan Your Watertown Adventure -- There’s No Place Like It
VisitWatertownSD.com
Watertown
17
Kudos to South Dakota!
Through a lot of hard work and a dedicated staff,
South Dakota turned a few heads in 2014.
Travel + Leisure.................
Travel + Leisure’s Best Winter
Drives – Badlands Loop Road
Lounge in Brookings named
Presidential Bus Tour”
one of top restaurants worth
vehicle wrap
traveling for
Award: Gold
Conde Nast..........................
_“Your American Journey
Adrian Awards....................
Presidential Bus Tour”
Tourism: Moment in Nature
– CBS Sunday Morning News
Award: Gold
_Entry Title: South Dakota
Tourism: Complete Campaign (Bus tour)
Award: Gold
_Entry Title: South Dakota
Tourism: Social Contest/
Sweepstakes
KUDOS
_Pheasant Restaurant and
_“Your American Journey
Feb rua ry
_Entry Title: South Dakota
Award: Bronze
HOW Design Awards............
Designer Ashley McCloud was
awarded for her 2013 Governor's
Invitational Pheasant Hunt
invitation and print campaign
Award: Outstanding in
Government Division
non-traditional campaign
Award: Gold
Travel Channel...................
_“True Spirit of America”
printed insert
Award: Gold, Best of Class
_“Spirit of America” TV
Award: Gold
Horse, Minuteman Missile)
Travel + Leisure.................
Badlands National Park named
_“Spirit of America” music
as one of the Best Views in America
_ “No Place Like It” hunting TV
Au g u s t
Award: Silver
Secretary James Hagen was named
Tourism Directors.
M ay
Flipkey................................
Flipkey.com names several
South Dakota businesses to
“best of” lists:
s ept em b er
Black Hills named among
America’s best fall bike rides
USA Today............................
family attraction in the U.S.
PRCA....................................
Today’s Reader’s Choice list for
Best Presidential Attraction
_USA Today’s 10 best national park
drives – Badlands National Park
_Crazy Horse Marathon named
as one of top marathon races
worth traveling for
_Museum of Geology in
Rapid City named one of top
museums worth traveling for
INTERNATIONAL VISITORS***
TOTAL INTERNATIONAL VISITORS TO THE U.S. (millions)
OVERSEAS ARRIVALS TO THE U.S. (millions)
TOTAL DOMESTIC PERSON-TRIPS (millions)****
BUSINESS
LEISURE
2014
2015
2016
2017
16,042.4
6.3
237.1
282.3
16,553.9
5.9
241.6
289.1
17,058.1
5.6
246.7
295.2
17,576.8
5.3
252.0
301.6
925.9
777.9
148.0
963.6
805.7
157.9
997.2
828.9
168.4
1,034.1
854.0
180.2
72.2
33.7
75.1
35.7
78.1
37.5
81.0
39.4
2,104.3
451.6
1,652.6
2,138.9
459.2
1,679.7
2,176.6
466.3
1,710.2
2,211.2
472.5
1,738.7
U. s . t r av el fo r ec a s t s (g r ow t h)
REAL GDP *
CONSUMER PRICE INDEX (CPI)**
TRAVEL PRICE INDEX (TPI)**
TOTAL TRAVEL EXPENDITURES IN U.S.
U.S. RESIDENTS
INTERNATIONAL VISITORS***
U.S. News & World Report...
d ecem b er
of Presidents were #1 on USA
Best Print Advertising
_Reptile Gardens named a top
worth traveling for
U.S. RESIDENTS
NCSTD Mercury Award......
M a r ch
_Mount Rushmore and the City
TOTAL TRAVEL EXPENDITURES IN U.S. ($billions)
Year by the U.S. Travel Association
and the National Council of State
Site in America
TRAVEL PRICE INDEX**
State Tourism Director of the
Family Fun Magazine...........
as one of the Top 5 Best Travel
Award: Bronze
Hills, Mount Rushmore, Crazy
Award: Gold
Memorial named as top Historic
of America” TV spot
the Dakotas (featured Black
integrated campaign
a pr i l
UNEMPLOYMENT RATE (%)
CONSUMER PRICE INDEX (CPI)**
All-American Vacations –
J u ly
Award: Gold
REAL GDP ($billions)*
Travel Channel’s 2014 Best
_ “Spirit of America”
Mount Rushmore National
“Experience the Spirit
Rushmore National Memorial
printed insert
Award: Gold
U. s . t r av el fo r ec a s t s
patriotic places in America – Mount
June
Skif t.....................................
Telly Award.........................
Conde Nast’s list of the most
_“Gift of South Dakota”
Skift featured Monumental Love
ads for the week of February 14
18
Local ADDY Awards...........
FORECAST
Ja n ua ry
TOTAL INTERNATIONAL VISITORS TO THE U.S.
OVERSEAS ARRIVALS TO THE U.S.
TOTAL DOMESTIC PERSON-TRIPS****
BUSINESS
LEISURE
2014
2015
2016
2017
2.1%
1.8%
2.4%
3.2%
1.9%
2.4%
3.0%
2.1%
2.1%
3.0%
2.2%
2.1%
4.3%
4.0%
6.0%
4.1%
3.6%
6.7%
3.5%
2.9%
6.7%
3.7%
3.0%
7.0%
3.5%
5.3%
4.1%
5.7%
3.9%
5.3%
3.8%
5.0%
2.2%
1.6%
2.3%
1.6%
1.7%
1.6%
1.8%
1.6%
1.8%
1.6%
1.3%
1.7%
Deadwood’s Days of ’76 Rodeo
named Medium Outdoor Rodeo
of the Year
Groups Today Magazine....
Sioux Falls ranked among
* Based on chained 2009 dollars
** 1982-84 = 100
*** Excludes international visitors' spending on traveling to the U.S. via U.S. flag carriers and other miscellaneous transportation
**** One person trip of 50 miles or more, one way, away from home or including one or more nights away from home
Sources: U.S. Travel Association's Travel Forecast Model, BLS, Department of Labor; OTTI, BEA, Department of Commerce, Tourism Economics
emerging national destinations
19
Domestic & Global Marketing Reach
The Department of Tourism had a global reach in 2014, sending South Dakota’s
marketing message into all 50 states and 25 countries around the world.
.............................................
.............................................
.............................................
.............................................
Television
Digital
Brand USA
Newspaper
Magazine
_Argentina
Magazine
_Colorado
_Brazil
Digital
_Illinois
_Canada
Brand USA,
Rocky
Mountain
International
_Iowa
_Montana
_India
_Minnesota
_Missouri
MARKETING REACH
g lo bal re ach
_Nebraska
_Wisconsin
.............................................
_Ireland
.............................................
_Mexico
Niche
_South Korea
Magazine
_Taiwan
& Hunting
_Nationwide
.............................................
Rocky
Mountain
International
Newspaper
Magazine
Digital
_Belgium
_North Dakota
_Finland
_South Dakota
_Italy
_Wyoming
_Luxembourg
_New Zealand
_Australia
_Austria
_Denmark
_France
_Germany
_The Netherlands
_Norway
_Sweden
_Switzerland
_United Kingdom
.............................................
Independent
Contracts
_China
_Japan
FEB RUA RY
M AY
_NAJ
_Information Center staff
_Minneapolis RV Vacation
familiarization tour
& Camping Show
_National Travel
_Nordic Mission
_National Pheasant Fest
& Tourism Week
_LA Mission
_Attended American Indian
_ABA
& Quail Classic
_Hosted 7 domestic group
_Travel Alliance Partners
_ESTO
Tourism Conference
_Hosted 5 outdoor writers
_VIA Annual Meeting
_NTA
tour operators
Annual Conference
_American Bus Association
_Southeast annual meeting
for pheasant hunting
_SHOT Show
_Paris/UK Mission
_IPW
_Hosted 8 domestic
_Eastern SD video shoot
designates Buffalo Roundup
_Hosted 22 domestic and
_Glacial Lakes annual meeting
_World Travel Market
named to Lonely Planet’s
_Chicago Travel
_GoWest Summit
_Missouri River Annual
travel agents
for new TV ads
_Rushmore mascots appear
as top event in North America
international journalists at the
_Black Hills & Badlands
_Mount Rushmore’s American
“2015 Best in the US” list
& Adventure Show
_NYC Media Blitz
_Active America China
Meeting
_Hosted 7 Japanese group
_Met with Rosebud tribal
in Hot Harley Nights parade
for 2015
49th annual Buffalo Roundup
annual meeting
Pride makes its 5th appearance
_South Dakota named
_Des Moines Boat, Sports
_Mascots appear on NBC’s
_Heritage Clubs Show
_RMI Summit/Roundup
tour operators
tourism representatives
_Met with Cheyenne River
_National Geographic’s Digital
_JATA + meetings in Japan
_NYC Media Blitz
in the Macy’s Thanksgiving
to Frommer’s “Best Places
& Travel Show
TODAY Show
_Destination Capitol Hill
_Chicago Media Blitz
_Brand USA UK MegaFAM
_Washington D.C. Media Blitz
tribal tourism representatives
Nomad tours South Dakota
_RMI Mega-FAM
_Alidays FAM
Day Parade®
to Go in 2015” list
Winter 2014
MAR
APR
MAY
JUNE
Peak 2014
J U LY
JULY
AUG
_German Brand USA FAM
SEPT
D ECEM B ER
O CTO B ER
OCT
_National Finals Rodeo
N OV EM B ER
NOV
Shoulder 2014
_RMI Mid-year meeting
_Western South Dakota
DEC
........
FEB
M A R CH
AU G U S T
JUNE
........
JAN
A PR I L
........
JA N UA RY
S EPT EM B ER
Winter 2014
MARKETING REACH
d o mestic re ach
OUR MISSION
Market the state as a premier vacation destination
to domestic and international visitors. Our goal is to increase
the level of tourism business and related employment by working
closely with the state’s visitor industry to promote attractions, events,
and our state’s natural resources, culture, history and its people.
711 E A S T W EL L S AV EN U E
P IER R E, SD 57501-3369
605-773-3301 ( P)
605-773-5977 ( F )
TR AV EL S O U TH DA KOTA .CO M
SDV ISIT.CO M