Winter 2006

TOURISM
I M P O RTA N T DAT E S
january
18–19
2006 Governor’s Conference
on Tourism, Pierre
22
Filmmaker Reception at Sundance
Film Festival, Park City, Utah
february
3–8
American Bus Association Marketplace,
Nashville, Tenn.
8–12
Shooting Hunting Outdoor Tradeshow
(SHOT), Las Vegas, Nev.
22–25
Glacial Lakes Ice Fishing FAM,
Glacial Lakes and Prairies Region
march
6–7
French Sales Mission
8–12
International Tourism Bourse,
Berlin, Germany
23
Nebraska/South Dakota
Tourism Conference, Yankton
28–30
Rocky Mountain
International Summit, Butte, Mont.
30–April,1
Rocky Mountain
International Roundup, Butte, Mont.
april
5
Midwest Group Tour Expo,
Minneapolis, Minn.
7–9
AFCI Locations Tradeshow,
Santa Monica, Calif.
fyi featuring your industry
featuring your industry
winter
CAMPAIGN LAUNCHED
When the snow flies and the temperatures drop,
South Dakota becomes a winter wonderland.
Whether it’s hitting the slopes, combing the trails or
cozying up for a romantic weekend, South Dakota
offers something for everyone.
Tourism has a variety of promotional efforts
in place to lure winter enthusiasts to South
Dakota. This winter, we’re showcasing South
Dakota as an affordable destination, full of
adventurous opportunities and the perfect
place for a relaxing weekend getaway.
R e g i o n a l M a r k e t s Ta r g e t e d
Tourism is again partnering with the
Deadwood Chamber of Commerce and
Visitors Bureau in a cooperative winter campaign promoting winter vacation packages. The
co-op utilizes newspaper inserts that drop Jan.
8 in the markets of Casper and Gillette, Wyo
and Sioux Falls (total circulation: 123,500).
From January to March, winter package ads
will run in the Sioux Falls Argus Leader, Casper
Tribune and Gillette News Record. Radio will
also be used in these markets and cable television
spots promoting winter vacation packages will run
January through mid-February. Network television
spots will run in the Sioux Falls market throughout January and Web site banners will appear
on Keloland.com and Argusleader.com January
through February.
Electronic Marketing
Although we can’t predict when the
snow will fly or how much will fall,
Tourism is prepared with a flex-
ible and swift electronic marketing strategy. In the
case of large amounts of snowfall, we’ll blast snow
enthusiasts with e-mail messages promoting winter
vacation packages and lead them to TravelSD.com.
The winter editions of South Dakota Travelsmart,
Tourism’s e-newsletter, have a wintry flavor encouraging subscribers to hit our trails, slopes, shopping
malls, attractions and gaming halls. We’ll also continue our keyword campaign on Google and Yahoo
selecting search words specific to South Dakota winter vacations that will lead surfers to TravelSD.com.
WTourism
i n t e fulfills
r F uwinter
l f i l inquiries
l m e n twith a special vacation planning packet containing a copy of Romancing
the Snow, the 2005–06 Snowmobile Trails Map (published in partnership with the Department of Game,
Fish and Parks), the 2005–06 South Dakota Vacation
Guide and ski area brochures. Tourism also maintains
a hotline providing updates on snowmobile trail
and ski conditions.
winter
South Dakota
key messages
2006
Close by
Full of adventurous opportunities
Affordable
Perfect for a weekend getaway
Visit BlackHillsBadlands.com and check
out the electronic version of Romancing
the Snow, developed by the Black Hills,
Badlands & Lakes Association.
Snomobile Trail and Ski Condition Hotline: 1-8 0 0 - 4 4 5 -3 474
f ilm of f ice
LAUNCHES NEW SITE
As the South Dakota film industry
continues to grow, the South Dakota
Film Office continues to work hard to
bring more productions to the state
and showcase the diverse locations and talented people of
South Dakota.
The Film Office Web site,
FilmSD.com, has been
revamped and will re-launch
Jan. 10, 2006. The site features
a statewide location gallery
and a crew and service directory, both updated regularly. A What’s
New section provides information
about filming being done in the state,
film festivals and casting calls.
The new Web site will serve as a comprehensive resource to filmmakers
Check out the new site at FilmSD.
com on Jan. 10, 2006. Submit your
information on the site or contact
the Film Office at (605) 773-3301 or
filmsd@state.sd.us, to be included
in the crew and service directory.
and serve as a promotional tool. All
marketing efforts including print and
direct mail will reflect the new design
of FilmSD.com, leaving a consistent
The South Dakota Film Office is part
of the Office of Tourism and markets
South Dakota as a filming destination
and facilitates filming within the state.
Its efforts fit into the 2010 Initiative
goal of doubling visitor spending in
the state to $1.2 billion by the year
2010.
and compelling image in the minds
of filmmakers. The new site will also
serve as a resource to industry professionals in South Dakota, keeping them
informed of happenings throughout
the state.
SHOU
L
D
ER
SEASON
popular in South Dakota
The shoulder season in South Dakota was a
success. Tourism enhanced the 2005 campaign
by expanding into new markets and creating comprehensive resources for outdoor
enthusiasts. Tourism tax collections for August
through November increased 7 percent
over the same time last year. The Office of
Tourism’s share of the Deadwood gaming tax
was up nearly 5 percent. Major source inquiries were up and visits to TravelSD.com
were up nearly 27 percent in daily averages.
Earned media efforts for the shoulder season went through the roof. As the result
of relationships and hostings by the Media and
Public Relations Team, traceable ad equivalencies reached more than $972,000 during the
shoulder season compared to $777,000 in
2004. Millions of potential visitors read the
articles. These third party endorsements play a
large role in our marketing efforts.
SDvisit.com
Revenue*
August
September
October
November
Season
2004
975,136
1,270,523
721,868
570,744
3,538,271
2005
1,046,086
1,348,944
736,330
630,706
3,762,066
Inquiries
Giant Step
Editorial
Television
Email/Internet
347
189
82
14,960
410
247
202
15,851
TravelSD.com
Visits
Users
Pages
23,161
21,319
71,108
Visits
Users
Pages
728
714
987
Difference
7.28%
6.17%
2.00%
10.51%
6.32%
18.16%
30.69%
146.34%
5.96%
TravelSD.com, Daily Averages
29,385
25,581
94,402
26.87%
19.99%
32.76%
TravelSD.com Packages, Daily Averages
802
764
1,040
10.08%
6.86%
5.40%
*Revenue is a combination of Tourism Tax and Deadwood Gaming Tax
Data included for August, September, October and November
G E T O N B OA RD
2006 GOVERNOR'S CONFERENCE ON TOURISM
Get on board with the 2010 Initiative!
The 2006 Governor’s Conference on Tourism, January 18 –19 in
Pierre, is the perfect opportunity to learn how you can be part of
efforts to double visitor spending by 2010. This year’s conference
will feature many new sessions to keep you informed of the issues
affecting the visitor industry in South Dakota. It will also provide
you with tools to make your business even more successful.
One-on-one Web site and print material consultations will be available throughout the conference. Don’t miss your chance to meet
with a Web development or advertising/design professional for a free
review of your company’s collateral materials. You’ll also have the
opportunity to provide feedback about South Dakota’s marketing
efforts. Case studies and roundtable discussions focusing on product
development, hospitality, historical preservation, rural tourism,
media hostings and community involvement will also take place.
Each day ends with a night of food, fun and an opportunity to relax
and mingle with industry friends. Attend this year’s conference
and discover how you can work with the South Dakota Office of
Tourism to reach broader audiences and bring more visitors to your
business.
E xpe r t s br ing knowle d ge to c on fe re nce
Roger Brooks
J u dy Wa l d e n
President of Destination Development and nicknamed “the Dr.
Phil of Tourism,” will provide ten rules of successful tourism
and insight into making the most of your marketing dollar.
Jep Enc k
President of Enck Resources, will teach
you how to recruit and maintain volunteers.
President of Walden Mills Group, will explore
agritourism and the opportunities and challenges
it presents.
B e r ke l ey Yo u n g
President of Y
oung Strategies, provides an in-depth analysis
of e-commerce trends and will show you how the industry
has changed and how you can respond.
GOVERNOR'S CONFERENCE ON TOURISM
Januar y 18–19
2006
Pier re, S. D.
fyi featuring your industry
OFFICE OF TOURISM
711 E. Wells Ave.
Pierre, SD 57501-3369
(605) 773-3301 Fax: (605) 773-3256
SDVisit.com
FIRST CLASS AUTO
U.S. POSTAGE PAID
Pierre, SD Permit 1024
ADDRESS SERVICE REQUESTED
d e s t i n a t i o n
D i re c t o r ’s C o r ner
F E AT U R E D PA R T N E R :
DE A DWOOD
The Deadwood Chamber of Commerce and Visitors Bureau works to attract visitors
during the winter months. Their winter marketing campaign, a co-op with South
Dakota Tourism, kicks off in January promoting the Black Hills and winter activities offered in regional markets. Deadwood will promote ski and stay, and sled and
stay packages which include accommodations, gaming and entertainment coupons,
and a Black Hills Gold Factory tour. Deadwood’s annual Mardi Gras Celebration,
Feb. 24 –25, includes Cajun cook-offs, live music around town and the biggest
Mardi Gras parade in the Midwest. Saint Patrick’s Day brings a celebration with live
music, bag pipers and a parade. Visit Deadwood.com for more information.
fyi featuring your industry
As we start a new year in
South Dakota, I encourage
you to attend the 2006
Governor’s Conference on
Tourism. This is the perfect
opportunity to learn about
new industry trends and
discover ways to grow your business. New
marketing initiatives and industry programs
will be presented. Learn how to work with
the Office of Tourism to achieve the goals
of the 2010 Initiative and make the visitor
industry in South Dakota better than ever.
Best wishes for a joyous
and prosperous 2006.
Billie Jo Waara, Director
South Dakota Office of Tourism
SDvisit.com