2013 SOUTH DAKOTA DEPARTMENT OF TOURISM ANNUAL REPORT TRAVEL IMPACTS SOUTH DAKOTA TRAVEL INDUSTRY ECONOMIC IMPACT TOTAL IMPACT $ 1 . 9 8 2.8% BILLION GROWTH OVER 2012 ECONOMIC VALUE TO SOUTH DAKOTA Source: IHS Global Insight CORE TOURISM NON-CORE TOURISM DIRECT INDIRECT & INVESTMENT $ 1 . 3 9 $ 0 . 5 9 BILLION BILLION INDUSTRIES DIRECTLY PROVIDING INDUSTRIES DIRECTLY PROVIDING GOODS & SERVICES TO THE GOODS & SERVICES TO CORE TOURISM VISITOR, SUCH AS RESTAURANTS. PROVIDERS, E.G. FOOD DISTRIBUTION. VISITOR INDUSTRY JOB GROWTH HOUSEHOLD TAX SAVINGS 28,500 28,000 $892 27,500 The additional amount of taxes 27,000 2009 2010 2011 2012 2013 each S.D. household would have to pay if tourism didn’t exist. DIRECT SPENDING BY INTERNATIONAL VISITORS ECONOMIC IMPACT TRAVELERS TO TO SOUTH DAKOTA SOUTH DAKOTA ACCOUNT FOR TOURISM-RELATED ACTIVITY GENERATED AVERAGED OF OVERALL $=$$$$$ 8.6% VISITOR SPENDING FOR EVERY $1 SPENT ON TRAVEL MARKETING, $3.8 $159 1 OUT OF 11 JOBS IN 19.41% MILLION & THOUSAND SOUTH DAKOTA DEPENDS ON SOUTH DAKOTA RECEIVES TRAVEL AND TOURISM OF ALL STATE AND LOCAL $5 BACK IN TAX REVENUES PER DAY PER HOUR TAX REVENUE IN 2013, OR $295 MILLION AVERAGE SPENDING PER VISITOR IN 2013 WAS $242 Sources: IHS Global Insight, Longwoods International SOUTH DAKOTA CO-OP MARKETING FY13 HOSTING AND EARNED MEDIA • Hosted 53 domestic travel writers, resulting in 838 million PROGRAMS IN 2013 impressions and $2.47 million in advertising value. • Hosted 39 international travel writers, resulting in 95 million impressions and $14.6 million in advertising value. Giant Step Partners 32 • Hosted 33 domestic tour operators and travel agents. Peak Great Getaways 63 • Hosted 74 international group tour operators. Shoulder Great Getaways 42 Rooster Rush 35 EARNED MEDIA HIGHLIGHTS National Travel & Tourism Week 7 EVENT MEDIA OUTLET IMPRESSIONS AD VALUE Hospitality training grant 20 Community Co-op Program 10 Jan. 1: The Notebook Field & Stream 1,258,410 $115,800 Group Tour Co-op Program 17 CBS May 12: Nature: Bison Moms 3,366,100 $234,400 Sunday Morning May 20: Lunchbreak: WGN-TV 335,600 $30,240 • Through these co-op programs, $3.9 million Wild Idea Buffalo Burgers was invested into South Dakota’s visitor May 30: Morning News WGN-TV 288,018 $42,486 industry by South Dakota Tourism and industry (with the Rushmore Mascots) partners. (Representative of co-op marketing DOMESTIC MEDIA July 7: Nature: CBS 3,366,100 $58,600 only; does not include direct marketing Mount Rushmore Sunday Morning by South Dakota Dept. of Tourism.) Oct. 27: Come for the New York Times 1,280,402 $430,542 Soybeans, stay for the wine Nov. 26: Rushmore Mascots Fox & Friends 1,242,326 $80,999 and Presidential Trivia GENERAL CONSUMER CHANNELS: SOCIAL EVENT MEDIA OUTLET IMPRESSIONS AD VALUE Facebook likes: 81,381 MEDIA Numerous, Rawhide in South Dakota 981,555 $453,565 Facebook impressions Netherlands (Jan.-Dec. 21): 33,879,148 Travel Weekly, OUTDOOR CONSUMER Nov. 7: States of Play 44,355 $268,331 CHANNELS: Twitter followers: 11,955 United Kingdom Nov. 23: and Nov. 30: Two Dreams Road Twitter impressions 3,400,000 $4,000,000 Facebook likes: 1,333 television episodes USA, Italy (Jan.-Dec. 23): 46,850,500 INTERNATIONAL MEDIA Twitter followers: 3,656 Dec. 5: “La Derniere VSD Magazine, 969,999 $102,240 Pinterest likes: 1,467 Chevauchee” The Last Ride France Google+ followers: 172 TRAVEL PROFESSIONALS YouTube subscribers: 726 CHANNELS: 9.1% 8% 2.8% Referrals from INFORMATION 38.2% Facebook likes: 796 PEOPLE CARS CANADA CARS social channels BUSES Newsletter to TravelSD.com CENTER CARRYING subscribers: 6,551 (Jan.-Dec. 23): 29,817 COUNTS 9% 13.7% FOREIGN TOUR BUSES FOREIGN CARS VISITORS FUNDING BUDGET-TO-VISITOR RELATIONSHIP (IN MILLIONS) • The Department of Tourism 16.4 16.9 is funded through a 1.5% 15.8 16.0 promotion tax, which was VISITATION (PERSON STAYS) 15.4 self-imposed starting in 1995. The original tax was 1%, and an additional .5% was added in 2009, renewed in 2011, and TOURISM REVENUES $11.7 $11.3 $12.0 $11.9 $12.5 made permanent in 2013, to replace a loss of general funds. SD TRAVEL INDUSTRY IMPACT $1,701.1 $1,775.7 $1,856.2 $1,928.7 $1,982.8 • The Department of Tourism also receives roughly 4.4% 4.5% 3.9% 2.8% $3 million of the taxes levied on Deadwood 2009 2010 2011 2012 2013 gaming establishments. PEAK 2013 YOUR AMERICAN JOURNEY BUS TOUR MACY’S AMERICAN ICONS • The Tour • The Macy’s American Icons campaign partnership came about as a result › 8 states of the Department’s partnership with › 14 cities Macy’s through the Thanksgiving Day parade. The campaign kicked off › 60+ stops Memorial Day weekend and ran through › 250,000+ Independence Day. South Dakota and direct, in-person Mount Rushmore National Memorial impressions were included in the following: GIANT STEP › • Earned Media Two direct mail fashion books, • The 2013 peak season Giant Step › each of which was mailed to cooperative marketing piece was a 30 minutes of approximately 33 million people earned TV airtime 4-page spread that inserted in Better › In-store visuals across the country Homes & Gardens, Country Living, › 420,000+ Family Circle, Good Housekeeping, › impressions Featured on the home page of the Ladies Home Journal, Midwest Living, › American Icons campaign O Magazine and Woman’s Day. Advertising value of more than $76,000 on Macys.com • Impressions: 39,675,470 • Social Media › Select shopping bags and › 11,175 sweepstakes entries window displays GREAT GETAWAYS › 19,823 new Facebook likes FREE-STANDING INSERT • The 2013 peak season Great Getaways › 8,729 shares on Facebook cooperative newspaper insert was a multi-page piece that reached › 5.8 million Facebook impressions audiences in Colorado, Iowa, Nebraska, • Digital Media & eCRM North Dakota, Minnesota, South Dakota, Wisconsin and Wyoming. › 2.5 million digital media impressions › 420,000+ emails sent • Impressions: 1,367,079 DIGITAL EFFORTS • In keeping • Digital efforts in the peak 2013 campaign with the “Your included SEO, display ads, rich media, American Journey” search retargeting, partnerships with online campaign travel agents (OTAs) and lead generation. theme, the • This campaign resulted in: peak insert was one that hearkened back to the › 49 million impressions classic family road trip. › More than 31,000 inquiries • Markets: Des Moines, Kansas • Paid search outperformed City, Minneapolis site averages by 40%. • Circulation: 1,302,540 • Impressions: 2,735,334 YOUR AMERICAN JOURNEY TELEVISION • The Department of Tourism ran :30 and :60 network and cable television ads in key markets that featured landscapes and attractions throughout all corners of the state. • Peak Impressions: 11,160,000 JAN. 31: HB1066 SIGNED BY NORTHWEST GOV. DAUGAARD SPORTSHOW, MINNEAPOLIS NTA NAJ ITB SHOW IN BERLIN - GO WEST WORLD’S LARGEST SUMMIT TRAVEL SHOW “WHERE THE SD TOURISM ABA PHEASANT FEST BUFFALO ROAM” BREAKS INTO CHICAGO TRAVEL AIRS ON CHICAGO THE TOP 20 MOST SHOT SHOW & ADVENTURE AUSTRALIA BORN TO EXPLORE MEDIA BLITZ SOCIAL DMOs IN SHOW MISSION I THE COUNTRY JAN FEB MAR GLOBAL & DOMESTIC MARKETING REACH GLOBAL REACH: CHINA JAPAN DOMESTIC REACH: AUSTRALIA NEW ZEALAND TV FINLAND NEWSPAPER NORWAY MAGAZINE DENMARK DIGITAL SWEDEN CO-OP UNITED KINGDOM GERMANY NEWSPAPER AUSTRIA MAGAZINE SWITZERLAND DIGITAL BELGIUM CO-OP LUXEMBOURG THE NETHERLANDS DIGITAL ITALY MAGAZINE FRANCE CO-OP MAGAZINE *Some cities/states may have not participated in one of the NATIONWIDE media listed, however the NICHE: spend in another media kept them at that level. HUNTING YEAR OVER YEAR YEAR OVER YEAR YEAR OVER YEAR YEAR OVER YEAR TAXABLE SALES HOTEL OCCUPANCY INQUIRIES WEB TRAFFIC UNIQUE 4.5% 1.7% 8.4% 3% VISITORS ACTIVE AMERICA CHINA HOSTED 7 HOSTED 5 JAPANESE GROUP HOSTED FIRST-EVER INTERNATIONAL GROUP SIGNED LETTER OF TOUR OPERATORS CHINESE FAM TOUR DESTINATION TOUR OPERATORS AGREEMENT WITH CAPITOL HILL SOUTHEAST BRAND USA ANNUAL MEETING NATIONAL TRAVEL FAMILY INTERNATIONAL & TOURISM WEEK FAM RUSHMORE MASCOTS’ POW WOW RMI SUMMIT/ BHSU GUEST AMERICAN JOURNEY TRADE SHOW ESTO HOSTED 38 TOUR ROUNDUP OF LECTURES BUS TOUR MET WITH MET WITH JAPANESE OPERATORS AND TOUR OPERATORS SD MISSOURI RIVER STATEWIDE VIDEO YANKTON LOWER BRULE SALES MISSION RMI STAFF DURING ANNUAL MEETING SHOOT FOR NEW TRIBAL TOURISM TRIBAL TOURISM TRAVEL ALLIANCE MegaFAM TV ADS REPRESENTATIVES REPRESENTATIVES PARTNERS TRADE SHOW APR MAY JUNE JULY AUG SEPT SHOULDER 2013 GIANT STEP PHEASANTS FOREVER MONUMENTAL LOVE • The 2013 shoulder season Giant Step • The Department of Tourism continued its • The concept cooperative marketing piece was partnership with Pheasants Forever in › Tell a love a 4-page spread that inserted in 2013, which included: story via Better Homes & Gardens, Family Circle, › Two 2-page spreads and three full- social media Ladies Home Journal, Midwest Living page ads in Pheasants Forever about the and O Magazine. Magazine Rushmore • Impressions: 30,565,990 Mascots › Four full-page ads in Quail Forever traveling to Magazine GREAT GETAWAYS NYC to win › Listing, logo and banner ad on the love of PheasantsForever.com Lady Liberty › Gold sponsor benefits at the National › Utilize Storify Pheasant Fest & Quail Classic to chronicle the story and › One-time use of the Pheasants allow fans to easily follow along Forever member mailing list › Tell the South Dakota story and complement the “Mount Rushmore’s American Pride” Macy’s Thanksgiving Day Parade® float • The 2013 shoulder season Great Getaways • Social Media cooperative newspaper insert was a › 195 new Twitter followers multi-page piece that reached audiences in Colorado, Iowa, Nebraska, North › 807,784 Twitter users reached Dakota, Minnesota, South Dakota and › 1,186 new Facebook fans Wyoming. › 811,449 Facebook impressions • Impressions: 1,270,135 DIGITAL EFFORTS › 373 Storify views GUN IT. WITH BENNY SPIES • Digital efforts in the shoulder 2013 • Earned Media • The Department of Tourism entered into campaign included SEO, display ads, rich › KSFY-TV: Four online articles and a partnership with South Dakota outdoor media, search retargeting, partnerships three TV segments show host, Benny Spies, in 2013.