@gill_jessica

DEPARTMENT OF TOURISM

2018 ANNUAL REPORT 2

Lakota Dancer // Circle View Guest Ranch TravelSouthDakota.com TABLE OF CONTENTS

4 ABOUT US 6 STRATEGIC DIRECTION 10 FUNDING 12 STRATEGIC AREA OF FOCUS #1 Maximize the Visitor Economy in South Dakota 16 STRATEGIC AREA OF FOCUS #2 Enhance and Expand Sustainable Industry Success 22 STRATEGIC AREA OF FOCUS #3 Maintain and Expand South Dakota’s Brand Presence 24 Industry Research 26 Global Marketing & Brand Strategy 27 Peak Season 35 Fall/Shoulder Season 40 Social Media 45 Global Media & Public Relations 51 Global Travel & Trade 56 STRATEGIC AREA OF FOCUS #4 Advance the Development of the Destination 62 STRATEGIC AREA OF FOCUS #5 Ensure Operational Excellence 66 2018 YEAR IN REVIEW

3 4 ABOUT US Secretary, of Department Tourism James D. Hagen All my best, look forward to working alongsideyou in2019! appreciate your partnership, friendship, andsupport, andwe partners andfriends, noneof thiswork would bepossible. We As you read thisreport, please know thatwithoutyou, ourindustry outreach played important roles inmakingtheyear asuccess. and promotions, uniqueactivations, andanew focus onindustry cutting-edge consumer research, effective publicrelations efforts we accomplished together. New marketing creative andtactics, demonstrates theincredible amountof work andpositive results I'm excited to share withyou our2018 AnnualReport, which and hadanother record-setting year. department's funding.But despite these obstacles, we prevailed the legislative session, we defeated abillthatwould have cut the shutdown, late springsnowstorms, andarainy peak season. During We endured some challenges—a federal partial government What ayear we hadin2018! Dear Industry Partners, Ted Hustead John Brockelsby Tom Biegler Caleb Arceneaux Stan Anderson Ivan Sorbel // President 2018 Governor’s Tourism Advisory Board (term endedJune2018) (term beganJuly2018)

Steve Westra Frank Smith Carmen Schramm Julie Ranum Ann Lesch Kristi Wagner // Vice President TRAVELSOUTHDAKOTA.COM

SOUTH DAKOTA DEPARTMENT OF TOURISM

JIM HAGEN Secretary TRAVIS DOVRE HARLA JESSOP Administrative Director Executive Assistant

WANDA GOODMAN Deputy Secretary

KATLYN RICHTER MIKE GUSSIAAS KIRK HULSTEIN COLE IRWIN Global Media & Public Global Marketing & Industry Outreach & Global Travel & Relations Director Brand Strategy Director Development Director Trade Director

Teresa Tople Administrative Assistant & Project Specialist STEPHANIE PALMER CIARA ROUNDS ALEXA DORN Calley Worth Social Media Manager Media & Public Relations Global Travel & Trade Global Travel & Trade & Content Strategist Representative Representative Representative

THAD FRIEDEMAN NATASHA BOTHUN Senior Marketing Strategic Partnerships Services Coordinator & Events Manager MICHELE GANSCHOW Marketing Projects NATE JOHNSON Manager Welcome Center Manager CHAD COPPESS ROBIN RATTEI Project & Information Visual Assets Manager Specialist Calvin Bloemendaal ANN DEVANY Industry Outreach & Website Manager Development Jacey Jessop Representative ANGELA BARTEL Industry Outreach & Graphic Designer Development Representative ASHLEY WORTH 2018 Governor’s Tourism Advisory Board Co-op Marketing Manager AUSTIN KAUS Content Development

Manager Lewis & Clark Lake// YANKTON

5 STRATEGIC DIRECTION

6 TravelSouthDakota.com Falls Park// Sioux Falls

7 8 Dignity of Earth and Sky // CHAMBERLAIN STRATEGIC DIRECTION Safe Place to Inclusive Can-do Passionate Collaborative breathtaking With vacation destinations. America’s most desired andmeaningful freedom andoptimism andisoneof Dakota inspires aheightened sense of and innovative thinking,and to thestate. domestic andinternational travel on South Dakota’s economy by increasing among state tourism offices nationwide. attitude can-do to ourindustry. We take prideinour share a WE AREPROUD SOUTH DAKOTANS who We work to and beautiful places. Ourteam for excellence for heritage world-renowned passion Attitude maximize , landscapes, richculture

and warm Communication increative marketing, for ourstate, its people, andaspire to bea Enthusiasm Cultivate Ideas Cultivate Culture tourism’s impact

monuments, hospitality attentiveservice Culture Mission Values strives Vision ,

leader leader

South

Ensure Advance Maintain and expand Enhance and expand Maximize industry success operational excellence thedevelopment of the destination South Dakota’s visitor economy Areas ofFocus sustainable brand presence

TRAVELSOUTHDAKOTA.COM

ASSOCIATION AVEL /BRAN . TR D U U.S SA RTMENT OF TOUR DEPA ISM Tourism Asso nal ciat gio ion Re s ChamberS OF C ND OMM S A ER VB C C BUSI E YOUR NESS

OPEN

WORKING FOR YOU

Working Together On Your Behalf From the national level down to individual DMOs and tourism Promote South Dakota as a premier travel destination through all businesses within our state, everybody in our industry plays a of the following mediums: distinct and specific role. • South Dakota Vacation Guide • E-newsletters The Department of Tourism’s Role • 1-800-S-DAKOTA • Domestic media blitzes • Actively work to bring • Act as a conduit of visitors inside South Dakota’s information from the national • Familiarization tours for trade • Retain memberships borders and promote travel level to industry partners professionals and domestic & within industry and trade within our state international journalists organizations: U.S. Travel Association, National Council • TravelSouthDakota.com of State Tourism Directors, Brand USA, and others Available Opportunities • Global marketing • Social media • Partnership in Rocky • Research • Business and event listings Mountain International on TravelSouthDakota.com • Press releases • Participate in state-hosted • Promotion through five official familiarization tours for trade • Hospitality programs • Domestic and international state Welcome Centers professionals and journalists and training consumer and trade shows • Welcome Center marketing • Department of Tourism • Consumer activations and programs staff available to speak at promotions programs, meetings, and • Photo and video assets conferences • Public Relations • Co-op marketing programs

9 10

Camping // BADLANDS NATIONAL PARK TravelSouthDakota.com FUNDING 14M Tourism PROMOTION Tax 12M

10M

8M 1% 1.5% 1.5% 1.5% 6M Original Tax Additional .5% .5% Made 4M .5% Added Renewed Permanent FUNDING 2M 1 200 2011 201 201 201 201 201 2018

The Department of Tourism is funded primarily through a 1.5% FY18 ANNUAL BUDGET promotion tax and $3 million from Deadwood Gaming funds.

Gaming FUNDS 21%

CO-OP Revolving FUND 4% Investment  1% Council Interest

PROMOTION Tax 75%

11 TravelSouthDakota.com

Maximize THE visitor economy IN South Dakota Palmer Gulch // KEYSTONE // Gulch Palmer

12 Maximize THE visitor economy IN South Dakota

13 2018 ECONOMIC IMPACT STRATEGIC AREA OF FOCUS #1 AREA OF FOCUS STRATEGIC

14.1 million $2.66 billion $3.98 billion Visitors to South Dakota Total GDP contributed visitor spending to the state’s economy. This 1.4% is 5.2% of the economy. 2.5% 2.5%

54,723 $298 million jobs sustained tax dollars generated HOTEL by the tourism industry. This is by travel and tourism activity. ALEX 9% of all jobs in South Dakota. JOHNSON $7.3 MILLION 0.7%

$865 tax dollars saved by each South Dakota household because of the tourism industry.

14 TRAVELSOUTHDAKOTA.COM

TRAVEL INDICATORS

TAXABLE SALES 2017 2018 % Increase BBB $2,319,850,106 $2,416,655,482 +4.2%

LODGING $564,846,420 $589,918,561 +4.4%

TOURISM $853,093,030 $878,311,790 +3%

848,000 Airport arrivals HOTEL at Sioux Falls and Rapid ALEX City Regional Airports. JOHNSON 11.7 million 3.3% 56% state and national Average park visitors hotel 3.8% occupancy 0.5%

13.2 million Hotel room nights booked 2.2%

15 Enhance and expand sustainable industry success

16 TravelSouthDakota.com Badlands National Park

17 NORTH DAKOTA STRATEGIC AREA OF FOCUS #2 AREA OF FOCUS STRATEGIC

Ft. Sisseton

Community Visits ABERDEEN The Industry Outreach & Development team is committed to engaging with the tourism MINNESOTA

MONTANA industry across the state. They spend their WEBSTER time visiting communities, attending events, Faulkton delivering presentations, and providing tools and resources to help businesses and communities succeed.

WATERTOWN

MILLER Spearfish Highmore STURGIS Huron DE SMET Brookings Pierre/Ft. Pierre DEADWOOD

Madison Wall RAPID CITY

Keystone Chamberlain MITCHELL CUSTER

Lake Andes SIOUX FALLS FREEMAN

Pine Ridge YANKTON IOWA VERMILLION WYOMING

NEBRASKA

18 TRAVELSOUTHDAKOTA.COM NORTH DAKOTA

Ft. Sisseton

ABERDEEN MINNESOTA

MONTANA WEBSTER Faulkton

WATERTOWN

MILLER Spearfish Highmore STURGIS Huron DE SMET Brookings Pierre/Ft. Pierre DEADWOOD

Madison Wall RAPID CITY

Keystone Chamberlain MITCHELL CUSTER

Lake Andes SIOUX FALLS FREEMAN

Pine Ridge YANKTON IOWA VERMILLION WYOMING

NEBRASKA

19 Renewed partnership with Minuteman Missile National Historic Site

STRATEGIC AREA OF FOCUS #2 AREA OF FOCUS STRATEGIC In 2017, the department signed an agreement with the National Park Service to place two travel counselors in the Minuteman Missile National Historic Site Visitor Center. These counselors greeted nearly 15,000 visitors in that first season. The agreement was renewed for the 2018 season.

Tools for the Industry Part of the department’s mission is to serve the tourism industry and ensure its success. Thus, 2018 brought the enhancement of old tools and the development of new ones to benefit the industry. SDVisit.com One of the most notable was the launch of a completely overhauled industry website. The new site features the most recent performance indicators, the latest industry-related news and research, information on marketing programs and campaigns, hospitality and training opportunities, and an industry toolkit that includes reports and information to help partners build a case for the importance of tourism. Online Hospitality Another important project was the re-launch of the department’s online hospitality training, available at no cost to tourism industry businesses across the state. The customer service training features improved content and a responsive platform. SDVisit.com/training-hospitality Additional Resources Additional resources developed in 2018 included the new industry e-newsletter called The Mile Marker, a new Brand Standards Guide, a new online travel indicator dashboard, and multiple educational webinars.

20 TRAVELSOUTHDAKOTA.COM 21 Through the Department of Tourism's Tourism's the Department of echnology: Through Create media efficiencies media efficiencies Create Impact: and Larger ficiencies Create transparency of all of transparency Create & Utilization: ansparency f Tourism’s and other partners’ efforts to build a cohesive build a cohesive to efforts partners’ and other f Tourism’s Leverage the South Dakota Department Dakota the South Leverage Strategy: Cohesive o go further. dollars marketing that makes strategy Tr and plans which markets, media tactics, partners’ cooperative supplement to and attractions businesses, communities, assist efforts. and support these T Shared and marketing research with key and relationships partnerships custom advanced to media partners, gain access firms, and technology. programs Ef impact and greater cost-per-impression in lower resulting markets. in target

Goals • • • •

More information on both new programs can be found at be found can programs new on both information More SDVisit.com/cooperative-marketing-overview In addition to the community co-op program, the Department of the Department of program, co-op the community In addition to communities for options á la carte several introduced Tourism engage with the department and leverage to alike and businesses magazine and direct-mail from range Options reach. extensive its media and email programs. social new to co-ops The Community Cooperative Marketing program increases brand brand increases program Marketing Cooperative Community The each while elevating communities Dakota’s South of awareness reach. overall member’s co-op Every year, we invite visitors from across the country and around and around the country across from visitors invite we year, Every South of Places and Great Faces Great the experience to the world our to visitors more even attract to in an effort In 2018, Dakota. cooperative a new the department created and state, communities and approach co-op community using a tiered program marketing options. á la carte New cooperative cooperative New PROGRAM marketing Maintain and expand South Dakota’s brand presence

22 TravelSouthDakota.com Stratobowl Balloon Launch // Rapid City

23 24 BLACK ELK PEAK // CUSTER STATE PARK STRATEGIC AREA OF FOCUS #3 efficient use of thebudget. available to assist inmakingthesmartest, most others, hasawealth thedepartment of information traveler preferences, to how thestate isperceived by starts withresearch. From audience profiles, to Every of decisionmadeintheDepartment Tourism RESEARCH INDUSTRY @themandagies TRAVELSOUTHDAKOTA.COM 25 Custom Tribal Tribal Custom Tourism Audience Tourism 2018 TOP 10 ARRIVALS BY STATE BY 10 ARRIVALS TOP 2018 3,232 19,460 34,082 Longwoods Travel USA Research USA Travel Longwoods with Longwoods the department again partnered In 2018, and image, brand halo effect, the ROI, measure to International is the International Longwoods Dakota. South of awareness Since marketing. tourism for measurement in ROI leader recognized the department with an has provided International Longwoods 2012, work conducting In addition to effectiveness. marketing of evaluation a one-of-a- implemented recently they and image perception, on ROI on marketing tourism the impact of measures kind model that also the “Halo Effect.” called initiatives development economic National Population 2,292 2,373 22,592 15,121 103,978 4,895 7,436 Online Engagement with Native American Content American Native VEP Profile VEP The department continued its work on VEP, which uses which uses on VEP, work its department continued The most the consumers target to programs multiple integrated on the with the right message, Dakota, visit South to likely South puts project This right channel, at the right time. to intelligence using data by our competitors of ahead Dakota scoring By time. in real marketing push out the department’s the visitors, those for profiles and creating interactions visitor most who are on those dollars marketing department focus can action and begin planning their trip. take to likely Visitor engagement Program (VEP) (VEP) Program engagement Visitor Arrivalist allows with Arrivalist partnership A new travel real-time monitor the department to a where track us to allows program The the state. to they where from, coming are travelers of group select provides It also within the state. move they and how to travel driving more are efforts which marketing show to, data critical the conversion. drove impressions of and what sequence visits 26 SPearfish Canyon STRATEGIC AREA OF FOCUS #3 attract visitors’ attention. true elements aswell assome new pieces to shoulder, andwinter seasons, usingtriedand comprehensive media calendar for thepeak, fall/ createdthe department anintegrated and a suite of technological tools available to utilize, With research asthebasis for alldecisions, and change,shift, andkeep marketers ontheirtoes. Marketing strategies andtactics continue to Strategy & Brand Marketing Global

TRAVELSOUTHDAKOTA.COM 2727

@traveling_newlyweds $100k+; some fixed incomes fixed $100k+; some $60k–$150k 50+ 25–44 Wanderers Families Children in household and household in Children together traveling planner female to Message child-friendly activities Choose Income: Age: Age: Income: travel Plan 3–6 months prior to No children in household No children planner female to Message in a once breathtaking, Show experiences lifetime time planning and lead of Lots @Steph.PollOck

$50k–$100k 25–44 Searchers AUDIENCES No children in traveling party in traveling No children vacations in active high interest Show destinations new to traveling Prefer in experiences interest More than possessions Age: Income: PEAK SEASON PEAK 28 STRATEGIC AREA OF FOCUS #3 PEAK Digital Media PEAK TRADITIONAL Media DENVER DENVER KANSAS CITY PEAK DIGITAL PEAK TRADITIONAL OMAHA MINNEAPOLIS DES MOINES MINNEAPOLIS rmr aktSecondary Markets Market Primary rmr aktSecondary Market Market Primary CEDAR RAPIDS CHICAGO GREEN BAY MADISON CHICAGO MADISON MILWAUKEE TRAVELSOUTHDAKOTA.COM 29

s utilized South Dakota musicians Dakota South s utilized able, network, strategic cable, cable, strategic network, able, satellite, and broadcast television buys television and broadcast satellite, Addressable and programmatic and programmatic Addressable c Spot the state's from Faces as Great as well industry tourism

• Television Television • ds Geofenced gas pump toppers Geofenced Billboar

Out-of-Home • • Digital units • Utilized data to serve interest- based ads • Retargeting for those who don’t take action • Targeted digital ads in Newark and the Greater NYC area to complement the direct United Airlines flight to Rapid City

Print Creative • Direct mailers • Geographically targeted ads in magazines; inserts, spreads, multi-page advertorials, and full page ads

Spinner Direct Mail

This unique direct mail piece targeted Young Families in the Chicago market. It dropped prior to the Easter holiday when the department's TV spots were running, and after the audience would have seen our print and Out of Home ads. The piece highlighted South Dakota’s Great 8, with a messaging emphasis on families. 30 TRAVELSOUTHDAKOTA.COM 31 Digital 4,492 page views website Rally Road to unique visitors 2,700 time on the page average minutes 2-4 media impressions social 238,000 the e-newsletter received subscribers 65,000 Results value estimated $3,146,300 impressions estimated 143,347,000 print impressions Rally Road 3,200,000 ally Road Trip, including a custom microsite with details with details microsite including a custom Trip, ally Road tom advertorial and brand ad page in Jan/Feb 2018 issue’s issue’s 2018 ad page in Jan/Feb and brand advertorial tom featuring section issue 2018 in Sept/Oct advertorial tom issue’s 2018 ad page in Nov/Dec and brand advertorial tom ee additional Midwest Living pages of editorial in in 2018 editorial of Living pages ee additional Midwest Thr Dream Trips section Trips Dream Cus activities game-day college Cus section Escapes Holiday of the trip, social media promotion throughout the trip, TV TV the trip, throughout media promotion social the trip, of and stations, highlighting the trip on Meredith-owned segments is two This issue. 2018 in the July/Aug feature a 10-page editorial for. called the contract than what more pages Cus Road R Road

Midwest Living Editor Trevor Meers also wrote a story about the about the a story wrote also Meers Trevor Living Editor Midwest added value an unexpected online, + Leisure Travel for Rally Road this package. of • • • • The Midwest Living Magazine 2018 Road Rally was a unique was Rally Road Living Magazine 2018 Midwest The story the state’s and tell Dakota South showcase to opportunity and print. events, live efforts, digital through year an entire for included: package 12-month The • Midwest Living Magazine 2018 Road Rally Road 2018 Magazine Living Midwest 32 STRATEGIC AREA OF FOCUS #3 • • BBQ party thatincluded: • • • Memorial Replica Mount Rushmore National Activation Overview and Great Places. awareness andremind Chicagoans of ourGreat Faces bring some of South Dakota to thecity to increase brand On theweekend before the4thof July, we wanted to its marketing efforts intheWindy City four years ago. to South Dakota andthatiswhy began thedepartment Chicago isamarket withimmense potential for visitation Chicago activation

beans andwatermelon slices More than1, bison sliders andbison hotdogs Nearly 1, framework 2,800 poundsof me 2,7 prominently inMillenniumPark. 30’ 50 poundsof highdensity foam x22’ 1/3 scale positioned 000 servings of beef and 000 servings of baked tal used for the • • • •

South Dakota Jefferson ice cream, straight from engagements and approximately 4,800 personal An es 550 climbers 25-f lemonade andwater branded cups given away with More than1,2 More than1, oot climbingwall withnearly timated 16,800impressions 000 servings of Thomas 50 South Dakota 351 engagements 351 38,058 impressions 317,270 reach (Facebook &Twitter) Organic Social Results 235 37, pagelikes 39 1,467 engagements 83,248 83,241 reach 667 event responses Event RSVP +Promoted post Promoted Social Results impressions 133,822,742 total media event calendar listings29 onlineplacements 24 James Hagen interviews withSecretary of Tourism 12 broadcast segments, includinglive placements65 Public Relations Results Instagram story views impressions

TRAVELSOUTHDAKOTA.COM 33

Regional Market Regional Metro Target Markets BLACK HILLS & BADLANDS Co-op Marketing & BADLANDS HILLS BLACK PEAK COOPs Spearfish Co-op Marketing Spearfish

PEAK COMMUNITY COOPERATIVE MARKETING COOPERATIVE PEAK COMMUNITY PIERRE Co-op Marketing Co-op PIERRE 34 STRATEGIC AREA OF FOCUS #3 1,466,660 1,466,660 30,000 20,000 25,000 10,000 15,000 LIFT INARRIVALS 5,000 SessionS Vacation guiderequests 15% 69% JAN

E A APR MAR FEB Travelsmart e-newsletter signups INQUIRIES BY TYPE 1,095,159 1,095,159 to TravelSouthDakota.com from Jan.1–Aug. 31. 13,180 room nights and$1,725,817 inhotel revenue, can beattributed According to ADARA impactdata, 15,679 travelers accounting for inarrivals forlift those whovisited thesite vs. those thatdidn’t. Arrivalist paneldata hadTravelSouthDakota.com providing a69% of best monthever for onlyonemonth. saw 212,733 users. This followed Junetraffic, whichheldthedistinction website traffic ever recorded. Inonemonth, TravelSouthDakota.com July was arecord-setting monthfor withthemost thedepartment Peak season webstats andinquiries Users 10% MAY

U JUL JUN E-Vacation guideviews 4,037,957 AUG pageviewS E-Leads 3% SEP

TRAVELSOUTHDAKOTA.COM 35 @themandagies $80k+ $100k+; some fixed incomes fixed $100k+; some 35-60 50+ OUTDOORS Wanderers Income: Age: Age: Income: Married per year trips 2-3 socialization for a getaway Want with friends and family need do not hunters Experienced time planning of a lot No children in household No children planner female to Message in a lifetime once breathtaking, Show experiences time planning and lead of Lots

$50k-$100k 25-44 Searchers AUDIENCES Age: Income: No children in traveling party in traveling No children vacations in active high interest Show destinations new to traveling Prefer than in experiences interest More possessions FALL/SHOULDER SEASON FALL/SHOULDER 36 STRATEGIC AREA OF FOCUS #3 SHOULDER Digital Media-LEISURE SHOULDER TRADITIONAL Media DENVER DENVER KANSAS CITY OMAHA SHOULDER DIGITAL (Leisure) SHOULDER TRADITIONAL1 OMAHA MINNEAPOLIS DES MOINES MINNEAPOLIS CEDAR RAPIDS CHICAGO rmr aktRegional Market Market Primary GREEN BAY MADISON CHICAGO LA CROSSE/EAU CLAIRE MADISON MILWAUKEE Primary MarketPrimary Secondary Market TRAVELSOUTHDAKOTA.COM 37

ever magazine advertisement magazine ever ants Forever magazine advertisement Forever ants y” sponsorship ertising package including run-of-site banners banners run-of-site including ertising package econd pre-game advertising animations advertising pre-game econd displays animations/static in-game advertising econd tional messaging placement within the stadium’s 2,000 2,000 within the stadium’s placement tional messaging orial sponsorship of the Upland Bird Hunting Super Issue Hunting Super the Upland Bird of orial sponsorship tom Diamond Sponsorship of National Pheasant Fest Fest National Pheasant of Diamond Sponsorship tom ognition as a national sponsor through a listing, South South a listing, through ognition as a national sponsor senting Sponsor of the 2018 Rooster Road Trip Road Rooster the 2018 of Sponsor senting tal of eight displays during each preseason and regular and regular preseason during each eight displays of tal Dakota logo and banner ad on PF and QF websites Dakota 5x full-page Pheas 5x full-page Quail For Edit Cus the department to allows partnership This and Quail Classic. booths discounted and offer Pavilion Dakota the South create Dog Parade. the popular Bird as sponsor as well partners for the Da “Dog of adv Digital Pre Rec Vertical LED boards Vertical To home game season 15-s Four 15-s Four Promo and prior to system (IPTV) Television Protocol unit Internet home game season and regular pre-season during each and QuailForever.org on PheasantsForever.org

Forever partnership Forever Rush Rooster funding offered Tourism Department of Dakota South The in a statewide participate that wished to communities to hunters hunting and welcome pheasant promote to campaign 35 to $14,477 the department awarded In 2018, their area. to Dakota. South across communities 2018-2019 Pheasants Pheasants 2018-2019 • • • • • • • Minnesota Vikings Vikings Minnesota Sponsorship In-Stadium • • • • • • 38 STRATEGIC AREA OF FOCUS #3 SHOULDER COMMUNITY COOPERATIVE MARKETING SHOULDER Digital Media-OUTDOOR Markets Target Metro Regional Market

SHOULDER DIGITAL OUTDOOR SHOULDER COOPs Regional Market TRAVELSOUTHDAKOTA.COM 39

34% pageviewS pageviewS 1,426,536 CUSTER STATE PARK SHOULDER Co-op Marketing PARK STATE CUSTER 44% Users 517,758 517,758 DEC E-Vacation guide views guide E-Vacation E-Leads NOV

OCT

40% Vacation guide requests Vacation signups e-newsletter Travelsmart SessionS SHOULDER season web stats and inquiries stats web season SHOULDER 618,652 4,000 6,000 8,000 2,000 INQUIRIES BY TYPE BY INQUIRIES BLACK HILLS & BADLANDS & BADLANDS HILLS BLACK SHOULDER Co-op Marketing 40 PALISADES STATE PARK // GARRETSON STRATEGIC AREA OF FOCUS #3 SOCIAL MEDIA TRAVELSOUTHDAKOTA.COM 41

798

15,

28 8% 11% Likes 34,861 34,861 Comments 1,328,100 668,3

8% 763,403 1% Engagement by channel by Engagement Social Media Engagement Social Media 1,447,532 84,571 Shares Net Audience Audience Net INCREASE 28,043 Baby bison giveaway Baby engagements 29,117 931 comments Year-over-year highlights Year-over-year media social Tourism's the Department of year This engagement in overall an increase channels saw and several content social innovative of because fun giveaways. unique, “Snow the department’s giveaways, to it came When and 605 Day sweaters Christmas SoDak” Like Place included Other giveaways favorites. crowd were stickers valentines SoDak featuring giveaway Day a Valentine's and Day, for Memorial of goodies cooler a and truffles, pumpkin-carving stencil. a Jackalope Viewing Guides The Department of Tourism created several viewing guides to

STRATEGIC AREA OF FOCUS #3 AREA OF FOCUS STRATEGIC help visitors in their trip planning. These guides were made available on TravelSouthDakota.com and promoted via multiple social media platforms.

Viewing guides SLEDDING GUIDE FIREWORKS GUIDE FALL FESTIVAL GUIDE

Page views 1,217 234 431

Average time on page 4:19 1:58 2:03

Engagement 698 1,053 2,466

Likes 532 964 2,312

Instagram story views x 1,000 2,727

@taylortippett

605 Day

June 5th is a special day in South Dakota. Partners across the state get involved to help South Dakota celebrate its single area code. The Department of Tourism promoted “605 Day” with an email to industry partners encouraging participation and created custom Facebook post creative—specific to several South Dakota businesses—that could be used to promote the special day. The department also partnered with 605 Magazine to host events in Sioux Falls and Rapid City, gave away South Dakota–themed stickers, and hosted a giveaway that was promoted through email and social media. 129,000 email sends 5.3% click rate 28% open rate 19% click-to-open rate

42 TRAVELSOUTHDAKOTA.COM 43

social media posts media posts social @thelovedesignedlife Seasons of SoDak Seasons top-of-mind Dakota South keep to audiences market target inspire To Tourism the Department of the state, to travel and winter fall for season. fall during the awareness to drive influencers three invited Park’s State Custer to sent to be influencer the first was Tippett Taylor Dakota in South resulted Her time in the state Roundup. annual Buffalo in 2018. places her favorite of as one being featured Influencers Fall the Three from Results 231 impressions 2,728,663 over goal over 7 blog posts 11,634 email leads 16%

21 assets photo 22 million 22 media social impressions 67,170 media social entries YOY 151% 328 media social posts

over goal over YOY over goal over 26% 18,854 18,854 unique contest entries 594% 520,369 media social engagements 174% Part of the campaign included six influencers whose whose included six influencers the campaign of Part results: more even garnered trips unique road 4,077,858 impressions 2 video assets State of Great campaign of Great State launched with was campaign Great” of “State The makes find what helping road-trippers the goal of award-winning them. The to great Dakota South results: the following accomplished campaign STRATEGIC AREA OF FOCUS #3 AREA OF FOCUS STRATEGIC

Governor Daugaard Instagram takeover In September, the Department of Tourism worked with Governor Dennis Daugaard to have him do a special takeover of the @SouthDakota Instagram page. The governor was happy to oblige, and the department received direct messages and comments relaying how much senders loved seeing the state through the governor’s eyes. Results 103,612 post impressions 6,310 post engagements 3,320 Instagram story impressions

Thanksgiving Campaigns Every year, the President officially pardons two turkeys from somewhere in the U.S. In 2018, for the first time in history, the pardoned turkeys hailed from South Dakota. To celebrate the historic occasion, the Department of Tourism developed a campaign around these VITs—Very Important Turkeys.

Part 1: Name the Turkey Part 2: Pardon Me In partnership with the National The week before Thanksgiving, South Turkey Federation and the Huron CVB, Dakota’s social media channels we asked our users to help name the shared curated assets that included National Thanksgiving Turkeys through daily hints at the turkey’s whereabouts a dedicated submission page that lived on TravelSouthDakota.com. Once our on South Dakota Tourism’s Facebook audience found the turkey, they could page. The winning names were enter to win an escape to South Dakota. Peas and Carrots. 5,662 entries Over a weeklong period, the naming 142% to goal contest garnered: 8.097 landing page views 162% to goal 634 entries 1,078,692 potential impressions 1,246 page visits 17,068 social engagements 129,872 potential impressions 171% to goal 5,875 total engagements

44 TRAVELSOUTHDAKOTA.COM Days of '76 Rodeo // DEADWOOD 45

Global Media Media Global & PUBLIC & PUBLIC RELATIONS 46 STRATEGIC AREA OF FOCUS #3 Time Out, Travel Weekly, NYLON, Airows, andmore. Traveller, USA Today, Parents, InsideHook,MadeMan,Orbitz, representing outlets includingThe New York Times, Family More than95 industry professionals andmediaattended, Results • • • Special features Thomas Jefferson ice cream. from Xanterra Rushmore joinedtheteam to handdeliver flight from Newark to Rapid City. Specialguest Lloyd Shelton addressed 2018 happeningsandhighlighted thenew direct During theevent, Secretary Hagenwelcomed thecrowd, Mount Rushmore State makes for agreat travel escape. Timed around President’s Day, attendees discovered why the again because of its highconcentration of top-tier nationalmedia. industry professionals. The location of New York City was selected event, raising awareness of thestate amongnationalmediaand The of Department Tourism hosted its fourth Travel Massive NYC Travel Massive (February 2018) well aspress tripattendance from journalists theteam met. placements from individualmediaappointments attheshow, as in New York City 2018. inJanuary This resulted inseveral story The PRteam attended TravMedia’s International MediaMarketplace International MediaMarketplace (January 2018) Editorial appointments, mediablitzes, andshowS YEAR-END EARNEDMEDIA

Honey Farm honey. Native American Herbal Tea Company tea, andBlack Hills from MountRushmore, Wall Drugfudge, coffee, Cherrybean South Dak photo opportunities. The MountR hosted asocial mediacontest inconjunction withtheevent. via social mediausing#TravelSouthDakota. The department At tendees were encouraged to engagewithSouth Dakota ota treats includedThomas Jefferson ice cream ushmore mascots made appearances for $59 millionadvalue 3.85 billionimpressions 1,363 placements Domestic (up 20%) (up 70%) (up 86%)

• • • • • Nast Traveler, Fathom, Mic, POPSUGAR, andWomen’s Health Secured appointments withmediaoutlets thatincludedConde New York City (February 2018) Hemispheres, Orbitz, The Huffington Post, and The Culture Trip. Secured appointments withfour journalists representing Skift, Chicago (June 2018) were heldatIPW inDenver. 40 appointments withdomestic andinternational media IPW (May 2018) attended apress tripinSouth Dakota. 13 journalists duringMediaMarketplace, oneof whomlater Association. At thespringconference, theteam met with recently re-branded organization, Midwest Travel Journalist The department’s PRteam renewed amembership inthe MTJA Spring Conference (April 2018) & Gardens, AllRecipes, andMidwest Living.The partners included: editors whowrite for majorpublications includingBetter Homes style event, showcasing theirdestination orbusiness to Meredith in Des Moines, IA.Ten industry partners joinedthetradeshow Marketing to host aneditorial tradeshow attheirheadquarters In March, of theDepartment Tourism worked withMeredith Travel Media Day atMeredith Corporation (March 2018)

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motorcycle women#.BJutwK4T7 motorcycle - - - -attract -largest -to worlds -needs -the- At the center of a dozen boot dozen a of center the At why — — - industry -the- of Major coverage highlights coverage Major Dakota. in South destination honeymoon Hot Springs, South Dakota featured as top as top featured Dakota South Springs, Hot Family Traveller launch issue launch issue Traveller Family UVM: 4,745,654 Brides Magazine // UVM: 1,526,238 Brides Lexington Herald-Leader // UVM: 32,802,976 Herald-Leader Lexington Forbes // UVM: 29,759,863 Forbes Mic.com // UVM: 10,158,017 // UVM: Mic.com Post Evening Saturday Jan/Feb the of story Cover Bison” 1300 With Off-Roading to travel in October in October travel to that Has it All” the State Circulation: 301,992 Circulation: 100,000 Circulation: Syndicated to 15 outlets to Syndicated South Dakota listed as one of the best places places the best as one of listed Dakota South South Dakota included in Fodor’s 2019 Go List Go List 2019 included in Fodor’s Dakota South Women” More Attract to – Needs the Industry of Travel + Leisure // UVM: 3,164,163 + Leisure Travel “Try Bringing in the Herd for a Vacation in a Vacation for the Herd Bringing in “Try “Why the Sturgis Motorcycle Rally – And the Rest the Rest – And Rally Motorcycle the Sturgis “Why Involves State Do in This to Thing Exclusive Most “The https://mic.com/articles/190840/sturgis yazdi tour-kelly- the shortest of them all, in one hand an owl’s wing that she harvested harvested she that wing an owl’s hand one in all, them of shortest the sage. of burning bundle a other the in herself, STURGIS, S.D. International coverage highlights coverage International in South Dakota” Dakota” in South of over 75.5 million 75.5 over of Syndicated to 46 outlets in Germany with a combined UVM a combined with in Germany 46 outlets to Syndicated (Christian Rowekamp) Rowekamp) (Christian America’s craziest state” craziest America’s The Telegraph // UVM: 1,136,292 Telegraph The The Guardian // Unique Visitors per Month (UVM): 1,676,952 // Unique Visitors Guardian The TZ Online // UVM: 17,246,031 TZ “Vanishing memorials and otherworldly landscapes in landscapes memorials and otherworldly “Vanishing “Head for the Black Hills: tales of Crazy Horse and Custer and Custer Horse Crazy of Hills: tales the Black for “Head Hills in the USA” Black the mighty “Encounter 47 48 STRATEGIC AREA OF FOCUS #3 pitching thestory includedthefollowing: Additional coverage, eithersyndicated from CNNorasaresult of all shared coverage of thenewborn calf. Times, CNN,The Washington Post, The MiamiHerald, andUSA Today garnered some full-blown publicity. Outlets like theLos Angeles Once again,thefirst baby bison of the year in Custer State Park Baby bison to 22 additionaloutlets. articles written for USA Today online thatwere thensyndicated the Black Hills, witharticles onhispersonal blogaswell astwo Elliott’s stay in South Dakota resulted inenormouscoverage of Dakota’s Black Hills, exploring everything they hadto offer. across theU.S. Heandhisfamily spentafullmonthinSouth and author, having written for dozens of well-known publications Christopher Elliott isarenowned journalist, consumer advocate Christopher Elliott UVM: 61,159 FollowNews Online UVM: 195,644 Santa MariaTimes UVM: 59,169 KXLY Online UVM: 23,904,510 LA Times Online UVM: 10,033,031 MSN Online "One ofthemost Alexis Kelly

Editor, Fodor’s 2018 was driving through same I will never get to see thelikes ofthat landscape anywhere else, andIcannot wait to go back again to experience the Euphoric

' UVM: 196,560 Helen Air UVM: 2,078,620 KCRA Online UVM: 143,700 WTHI-TV Online UVM: 9,850 Santa Ynex Valley News Online Oh, myGod Transformative ' moments Badlands NationalBadlands Park travel experiences Ihave hadin again.” In total, coverage ofthelittle media impressionS 213,539,781 million cinnamon-colored calf earned . I’mpretty sure

TRAVELSOUTHDAKOTA.COM 49

Summer Media Mailer Summer be on to continue to wanted Tourism Department of The trip a summer road as tier journalists top the minds of a media sent team The writing about. worth destination and blanket car mailer that included a remote-control the major attractions showed This Dakota. South map of sent were mailers The friendly. family that are in the state Parent, Chicago Traveler, Nast including Conde outlets to Planet Lonely Channel, Fodor’s, Travel Parent, Colorado and Parents, Circle, Family + Leisure, Travel Magazine, Moms. POPSUGAR Media mailers Media Mailer Day Valentine’s and Travel media tour NYC the February up to Leading a Valentine’s sent Tourism the Department of event, Massive Chipmunk truffles with Chubby media mailer Day-themed 10 top-tier to valentines and Mount Rushmore-inspired including Condé outlets represented Recipients journalists. Health. and Women’s Mic, Insider, CNN, Business Traveler, Nast Media Mailer Family the department created audience, as a target families With for top-of-mind Dakota South keep mailer to trip a road customized mailer included a The coverage. summer travel travelers for stops notable and highlighted map on canvas the for car toy a received also Recipients consider. to trip from road potential their reenact kids to journalists’ included 10 top-tier Recipients their homes. of the comfort Colorado Parent, Chicago Parents, Fodor’s, from journalists Travel Moms, POPSUGAR Traveler, Nast Condé Parent, + Leisure. Channel, and Travel

® Brand USA Mega Media Venture USA Brand influential host to with all 50 states worked USA Brand States. the United across destinations to journalists international in Australia’s her story for Dakota South visited Leigh Tiffany the outlet for stories two She provided Traveller. International per month. unique visitors 70,000 which sees In addition, the Ram truck that pulled the South Dakota float Dakota truck that pulled the South In addition, the Ram stunning in to be wrapped Ram by chosen specifically was the department’s sought Ram also imagery. National Park Badlands float in a 60-second Dakota the South feature to permission debuted at commercial This trucks. Ram for commercial television the parade. the beginning of Just like previous years, the parade was a huge hit in 2018, a huge hit in 2018, was the parade years, previous like Just and 18-49 among adults rating television a 5.98 averaging the It was in a single day. impressions millions of generating the since telecast entertainment number one most-watched annual for audience biggest the fourth also was and Oscars In 1987. dating back to history, in people-meter coverage parade live YouTube the 360-degree broadcast, the television addition to 11.5 million. of with a total viewership, record garnered stream Macy’s Thanksgiving Day Parade Day Thanksgiving Macy’s “Mount people, millions of from waves and cheers by Greeted New of the streets through rolled Pride” American Rushmore’s the for Parade® Day Thanksgiving Macy’s during the City York ninth time in 2018. 50 STRATEGIC AREA OF FOCUS #3 One story resulting in9millionimpressions, four stories pending. Results freshly caught fish,andhikingthrough Lower Brule Reservation. journeyed “backto theland,” diningwithlocal farmers, grilling in Yankton, Chamberlain,andPierre. Four domestic journalists This press tripstarted inSiouxFalls andendedinPierre withstops Back to theLand Press Trip (August 2018) 17 stories resulting in123 millionimpressions, two stories pending. Results intheMemorial'sand participation annualVolksmarch. with acelebration of Crazy Horse Memorial's 70th anniversary Santruary, andPrairie Edge Trading Post. The tripculminated including thePineRidgeReservation, Black HillsWild Horse culture, thispress triptook four domestic journalists to places With agoalof highlightingSouth Dakota's Native American Native Culture Press Trip (May 2018) Group press trips andresults tailored throughout thestate to heighten destination awareness. as well asinternational outlets. Individualexperiences were 2018. They represented top-tier regional andnationalpublications The of Department Tourism hosted 16individualjournalists in Individual mediavisits several stories pending. 27 stories resulting inmore than100millionimpressions, Results and Wall Drug. Badlands NationalPark, andvisits to Deadwood, Rapid City, with experiences thatincludedaherd tour, sunset viewing at and domestic journalists explored theBlack HillsandBadlands Timed around the53rd annualBuffalo Roundup, 12international Buffalo Roundup Press Trip (Sept/Oct 2018)

TRAVELSOUTHDAKOTA.COM

Global TraveL & Trade BADLANDS NATIONAL PARK

51 52 STRATEGIC AREA OF FOCUS #3 • • • • states, includingColorado andMinnesota. also represents South Dakota’s international gateway airport accomplish pre-determined goalsfor South Dakota. East-West market. Three representatives based inBeijing work to East-West Marketing represents South Dakota intheChinese East-West Marketing FY18 Results international trade shows. Chinese. These guides were immediately helpful atthe French, Italian, Japanese, Traditional Chinese, andModified guides were produced inthefollowing languages: German, For thefirst timeinthehistory of thedepartment, international International Guides have triedandfailed to gainverification. Dakota’s official status was established inOctober. Other states users andgrowing. The site was launchedinAugust, andSouth social mediachannelsinChinawith390 millionmonthlyactive Chinese Weibo account. Weibo isoneof themost widelyused The South Dakota of Department Tourism launchedanofficial CHINA-Weibo account

DiDi, resulting in$2,069,570 mediavalue Hos including South Dakota FAM to South Dakota, resulting infour new products Invit in themediawith$5,062,976 mediavalue Conduct travel trade agents andoperators industry events andactivities to introduce South Dakota to Conduct ted aroad tripFAM inpartnership withColorado and ed four top wholesalers to participate intravel trade ed 61 mediacalls, generated 313 stories published ed 59 sales calls andonein-house training, attended tour operators, travel planners, andinternational media. Active America China:receptive edition,where they met dozens of Roundup, American Journeys, North Circle Wisconsin, GoWest, and The Travel andTrade team also participated intheInternational pre- andpost-familiarization tours to South Dakota. professionals from around theworld participated in Additionally, given theproximity to South Dakota, 27 travel trade international anddomestic writers. around theworld aswell asone-on-oneappointments with40top team held115appointments withtravel trade professionals from Over thecourse of three days, thedepartment’s Travel andTrade right inourbackyard. country’s largest andmost prestigious international marketplace South Dakota realized theincredible opportunity of having the With theU.S. Travel Association’s IPW beingheldinDenver in2018, IPW one of thehonors. andLatinAmerica. Southin North Dakota’s sunflower fields won Japan’s largest trade show awarded 30 top scenic destinations Japan Association ofTravel Agents (JATA) 182 12 travel companies reported numbers for 2018 Tour Numbers media andtravel trade. abroad inJapan.The department’s representatives work onboth Aeries Marketing Solutions was hired to represent South Dakota Aeries Marketing Solutions 2018 Results departures offered to South Dakota TRAVELSOUTHDAKOTA.COM 53 Japanese Workshops Japanese on trained were agents and travel operators 215 tour In 2018, Seminar Fukabori USA USA/Visit Brand through Dakota South and Sapporo. Fukuoka, Nagoya, Osaka, in Tokyo, and Workshops Guide Inspiration 2018 in 9 languages Guide is produced Inspiration USA Brand The The markets. 50 international than in more distribution for and 50+ million digital copies printed 465,000 guide offers and U.S. trade consumer, targeted It includes impressions. guide included a year’s This channels. distribution embassy and imagery and featured copy Dakota South of full spread Hills & and Black Sioux Falls Visit partners: industry two Association. Tourism Badlands This was an itinerary-based video series that included a two- that included video series an itinerary-based was This partner 45-second four and teaser 15-second overview, minute Crazy Park, State Custer City, which included Rapid vignettes, and Concessions, Mount Rushmore Memorial, Xanterra Horse hosted are Videos Association. Tourism Hills & Badlands Black a page and will receive trips dedicated on a VisitTheUSA.com in Spring 2019. in Canada campaign promotion four-week Road Trip Videos Trip Road Brand USA Brand of organization marketing destination is the official USA Brand Act. Promotion the Travel by in 2010 created States, the United allowing be successful, to continues partnership USA Our Brand in addition to consumers international reach the department to trade. the travel 54 STRATEGIC AREA OF FOCUS #3 • • • Nordic Countries • • • • • • Austria • • • United Kingdom RMI Missions in theNordic region. West." Also new in2018 isafull-timeoverseas representative brand inJune, andisnow marketed as"The Great American states. After anextensive process, theregion launchedanew America" brand, withcollaboration andinputfrom themember In 2018, RMIunderwent arebranding process for its "The Real and Australia/New Zealand. Germany, Italy, theUK,Benelux countries, theNordic region, the region. The consortium works withthecountries of France, markets, withthegoalof attracting more overseas visitors to marketing strategy inmajorinternational inboundtourism international travel trade. RMIimplements amulti-faceted Dakota,North South Dakota, Wyoming, andIdahoto the destination marketing organization thatpromotes Montana, Rocky Mountain International (RMI)istheofficial regional Rocky Mountain International

sent 71 travelsent 71 professionals Hos and Swanson’s Travel Conduct Held awork of thetravel trade andmedia Conduct professionals andmedia Gav At Hos Hos America Unlimited, Kurier, Reise Lust, Madonna,andNews Visit Hos Visit Tr ained 65 travel trade sellers andmediamembers tended theVisit theUSA Austria event inLinz e three presentations infront of 90travel trade ted three networking events for which43 companies ted amediadinnerfor 11journalists ted abreakfast training for 25 travel agents ted oneafternoon tea social for 20 travel agents ed 13travel trade andmediaoffices ed five travel trade sellers andmediamembers: ed in-house trainings atBIGTravel, Malmoe, ed one-on-oneappointments with15members shop for 40travel agents • • • • online. 2018 results included: data anddonot includetravelers whoplantheirown trips These numbers are based ontour operator andtravel agent the countries where theGreat American West hasapresence. based ondata gathered from travel trade professionals in Each year Rocky Mountain International produces areport FY2018 Trip report

countries, Benelux, andItaly, up9%year-over-year trade clients intheUK,Germany, France, Australia, theNordic operators, anincrease of 21% 70 American West countries 10% year-over-year amongtour operators inGreat 3, West countries an increase of 9%year-over-year amongGreat American 38 $2 121 overnights offered inSouth Dakota, anincrease of 2.4 millionestimated spendinSouth Dakota from tourism ,500 estimated rooms booked by wholesalers andtour 2 tour operators offering overnights inSouth Dakota, year-over-year TRAVELSOUTHDAKOTA.COM 55 ravel USA print insert into four major four into print insert USA ravel co-branded Expedia display ads driving Expedia display co-branded and USA Facebook carousel 3-week campaign campaign 3-week carousel Facebook and USA and USA Facebook carousel 3-week campaign campaign 3-week carousel Facebook and USA and USA Facebook carousel 3-week campaign campaign 3-week carousel Facebook and USA ed Expedia hotel search results page results search ed Expedia hotel ed Expedia hotel search results page results search ed Expedia hotel

tel page tel tel page tel tribution of 300,000+ tribution of clicks on six-week GDN on six-week 000 clicks 15,000 15,000 GDN campaign on six-week clicks ,000 co-branded Expedia display ads driving Expedia display co-branded 15,000 GDN campaign on six-week clicks ,000 5, 4 ho to 4 4 ho to 4 on Br Panel unit per impressions 800,000 with an estimated Full page in Travel USA print insert with total print with total print insert USA page in Travel Full dis on Br Panel per unit 1 million impressions with an estimated Dedicat

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• • Fall • • • • • Winter • • • • • essions through print, Google print, through essions CTR CTR impressions through print, GDN, GDN, print, through impressions co-branded Expedia display ads driving Expedia display co-branded twork (GDN), Facebook, and Expedia Facebook, (GDN), twork ease in engagement over 2017 in engagement over ease GDN clicks GDN clicks Facebook engagements engagements Facebook CTR CTR with a .91% engagements Facebook .07% click-thru-rate (CTR) on GDN (CTR) click-thru-rate incr impressions in mobile takeover unit in mobile takeover impressions ,000 increase in engagement over 2017 in engagement over increase incr be tel page tel ebook, and Expedia clicks through GDN through clicks 995 8% 15,000 15,000 ,272 ,272 in room bookings via Expedia in room $15,507 CTR on GDN CTR 3.63% in room bookings via Expedia in room $142,286 4 ho to 250 Fac 4 1.9 million 1.9 .7 .08% of average the industry than 10x better with a 1 44% 2.8 million impr Ne Display 8, 9,370 9,026 56% 56% 34% 45x Dedicated Expedia hotel search results page results search Expedia hotel Dedicated

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56 TRAVELSOUTHDAKOTA.COM 57 57

of the destination Advance THE development THE development Advance 58 STRATEGIC AREA OF FOCUS #4 and offerings inourstate. study to determine interest intribaltourism experiences Most recently, theteam completed aconsumer interest better understanding of theirorganization andefforts. several Dakota calls withtheNorth Tribal Alliance to gaina tour onthePineRidgeReservation. The also department held Chamber of Commerce to coordinate anindustry familiarization In May, worked thedepartment withthePineRidgeArea completed was focused oneducation for front lineemployees. strategic planwas Tribal Tourism. Oneof thefirst objectives Another development area identifiedthrough thedepartment’s Tribal Tourism at the2018 Governor’s Conference onTourism. Jon Shmeiderfrom HuddleUpGroup, to deliver apresentation In addition,thegroup hired development asports consultant, determine whatother states andDMOshave donesuccessfully. destinations. There was also secondary research completed to assist these communities inattracting events sporting to their and Watertown to assess how could thedepartment best members from Brookings, Madison, Rapid City, SiouxFalls, coordinated ameeting withSouth Dakota community Tourism niche. The Industry Outreach andDevelopment team was alot of research andevaluation neededfor theSports As anew development effort for thedepartment, there Sports Tourism Races Marathon heldinSeptember. the Keystone Chamberof Commerce to bringintheVacation the Deadwood Mickelson Trail Marathon event andworked with Additionally, inJunetheIndustry Outreach team volunteered at of therole they play andthework they doinSouth Dakota. the Black HillsNationalForest (BHNF)to gain anunderstanding In 2018 facilitated thedepartment adiscussion andtour with Outdoor Recreation destination development andguidance infour nicheareas. spirit amongthestate’s tourism industry andhelpfacilitate The of Department Tourism aimsto encourage anentrepreneurial NICHE AREAS OFDEVELOPMENT

on these efforts withinthework group. who represent several entities andstate agencies collaborate operation to includeanexperience for visitors. Ten individuals are lookingto start anew business orexpand theirexisting with partners andentities across thestate to assist those who goal isto not onlypromote existing offerings, butalso to work efforts, allentities could bemore effective. The department’s entities withresources available, andby onthese partnering the agriculture industry, itwas evident thatthere were several contacts andattend meetings withthose already involved in an agritourism work group. Asthegroup beganto make In 2017, theIndustry Outreach andDevelopment team began Agritourism behind piece specific to ag tourism. state, hosted aneducational webinar, anddeveloped aleave- at theRuralX conference, delivered presentations across the the Local Foods Fair. Inaddition,thegroup moderated asession Foods Conference, the Governor’s Conference onTourism, and In 2018 thework group hadapresence atDakotaFest, theLocal • • • • GoalsofPrimary theWork Group

Facilit experiences consumers are interested in understanding of thetypes of agrelated vacation Conduct ac of agritourism contacts throughout thestate (inventory of current assets) andbuildadatabase Identify agritourism busine Review current agritourism liability laws inSD ate regional workshops with agritourism businesses onsumer demandsurvey to gainabetter sses that already exist TRAVELSOUTHDAKOTA.COM 59

An act to require disclosure of certain fees being imposed by by being imposed fees certain of disclosure require An act to Tourism Department of The lodging accommodations. overnight of this bill. favor in testified Result law. and signed into Passed SB59 permit to Tourism the Department of authorize An act to centers. welcome in the state's advertising commercial certain this bill, lobbied, and brought Tourism Department of The favor. in its testified Result law. and signed into Passed SB153 SB204 An act to create and designate Peter Norbeck Day as a working as a working Norbeck Day Peter and designate create An act to of this bill. favor in testified Tourism Department of The holiday. Result law. and signed into Passed

Result Result Died in committee. on certain visitor-intensive businesses. The Department of Department of The businesses. visitor-intensive on certain this bill. against lobbied and testified Tourism HB1206 imposed tax receipts the gross of the rate decrease An act to The Department of Tourism brought one bill during the one bill during the brought Tourism Department of The 2018 Legislative Activity Legislative 2018 2018 legislative session and testified on a handful of others others of on a handful and testified session legislative 2018 tourism. to related Gubernatorial forum forum Gubernatorial the on Tourism, Conference Governor’s During the 2018 gubernatorial leading the three for a forum department hosted with an the industry provide to goal was The candidates. and ask them questions the candidates address to opportunity was one-hour forum The industry. the tourism to relating the to tourism of in bringing the importance successful the candidates. of attention 60 STRATEGIC AREA OF FOCUS #4 • • Elements Developed andDeployed Included: subject of nonmeandered waters. at fishermeninneighboring states whomay be confused by the Fish &Parks to craft messaging andadvertising aimedspecifically ofDepartment Tourism worked of withtheDepartment Game, fishermen withthemost accurate information possible, the state fishermen. To avoid unnecessary cancellations andprovide many, both inthetourism industry and amongpotential out-of- The nonmeandered waters matter was aconfusing topic for Nonmeandered waters creation of theVIA’s first Government Affairs Committee. when possible. In2018, helpedfacilitate thedepartment the with theorganization ontourism-related legislative matters attendsdepartment theVIA’s meetings andworks intandem that isdeemedto beunfavorable to thetourism industry. The advance tourism-friendly legislationandoppose legislation Dakota, withapurpose of providing acoordinating alliance to (VIA) isthestatewide advocate for thetourism industry inSouth Incorporated in1995, theSouth Dakota Visitor Industry Alliance Visitor Industry Alliance outlooks, and impacts to wildlife andother resources. weekly to hear updates onclimate andweather patterns, wildfire 2018, thisplanwas putinto action,withthetask force meeting the impacts of drought over andlongterm. theshort Throughout plan was developed to provide astrategy for thestate to reduce ofDepartment Tourism—to develop adrought mitigationplan.The force of employees from various the state agencies—including In 2015, theState of South Dakota brought together atask Drought task force in each South Dakota household because of tourism. tax revenue generated from tourism activity, andtax dollars saved economic impactstatistics suchasvisitation, visitor spending, economy, developed thedepartment aprinted piece touting spread themessage of tourism’s importance to theSouth Dakota ofAs part thedepartment’s commitment to findingnew ways to Why Travel Matters printed piece ADDITIONAL STATE OUTREACH

South Dakota industry partners inearly May Inf in e Joint press release sent to in-state andregional media ographic sent to thedepartment’s ographic database of arly April • • •

$0.57 bost per bannerengagement bannerengagements 55,529 5.5 millionbannerimpression page where more information specific to fishing couldbe found to peopleinterested infishing,all of whichpointed to alanding and social mediaadvertising placed andbehaviorally targeted Digital adv 352,123 total impressions News, andIowa Outdoors Magazine Magazine, Dakota Country Magazine, Minnesota Outdoor Print adver 971 (3%) clicks 5,438 (17%) reads 6,125 (19%)opens 34,395 total emailssent NE, sent inearly May holder Targetedsent to alist of non-resident email fishinglicense South Dakota’s lakes are aninvaluable resource andare aneconomic engine FULL ACCESS WAS RECENTLY RESTORED TO THEFOLLOWING LAKES: MEANDERED LAKE SOURCE: https://gfp.sd.gov/faq/ limited to, hunting,fishing, swimming, floating, boating,andtrapping. Use for outdoor andleisure sporting activities, including,butnot RECREATIONAL USE within thedefined meander line, orsurveyed boundary, became state trust property. government surveyor estimated to belarger than40acres andof apermanentnature. Land Meandered lakes are waters that—at thetimeof theoriginalsurvey of South Dakota—the U.S. As of 3/23/2018 for thestate. This isespecially truewhenitcomes to theglaciallakes in. s (current andprevious) inthestates of MN,IA,ND, and COTTONWOOD ertising including digital banner ads, native content, including ertising tising ads placed inMidwest Hunting &Fishing tising KEISZ NORTH SCATTERWOOD COTTONWOOD LAKE COTTONWOOD CATTAIL-KETTLE NONMEANDERED WATERS MUD TWIN eastern South Dakota. please feel free to contact of theDepartment Game, Fish&Parks [email protected]. ROUND LAKE DRY LAKE#1 MIDDLE LYNN &LYNN LAKE ISLAND SOUTH BULLHEAD LAKE OPITZ DRY LAKE#2 CASEY’S SLOUGH If you have any questions aboutnonmeandered waters orfishing inSouth Dakota, SWAN LAKE EAST KRAUSE

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U T which was recently passed andsignedinto law by Governor DennisDaugaard. Compromise (an actproviding publicrecreational use of certain waters), we’re sharingsome facts to helpyou make sense of theOpenWaters Because these waters are so important to local communities andbusinesses, NONMEANDERED LAKE and disposal of wastes andthatispermitted for suchuses. means,or artificial butnot apondthatisused for thetreatment A pond,reservoir, orother bodyof water, created by eithernatural LAKE do not includerivers, streams, man-madelakes ormeandered lakes. and thatare of not part ameandered basin.Nonmeandered waters Water overlying private property years thatflooded after of rainfall ACRES ACCESSIBLE TO THEPUBLIC # OFOPENNONMEANDEREDWATER 235,203 1.8% WATER ACRES CLOSED NONMEANDERED TRAVELSOUTHDAKOTA.COM 61 Washington Representatives Representatives Washington Meetings Monthly and conference a meeting leads Association Travel U.S. The matters. travel-related on current updates provide to call stay to meetings these in to calls staff Tourism Department of industry. the tourism affecting on the national issues up-to-date Western States Tourism Tourism States Western Council (WSTPC) Policy in this council a part of become to invited was Dakota South a positive encourage is to council the of mission The 2017. and travel while advocating and tourism, travel for environment This States. United in the western issues policy tourism-related national the surrounding on issues focused discussion year, and funding bills maintenance, deferred such as fees, parks, included topics discussion Additional in Congress. introduced and needs, infrastructure programs, Visa and J-1 the H-2B recreation. outdoor of the power harnessing Hill Capitol Destination Washington, to flew Tourism the Department of from Staff tourism Hill, the Capitol Destination attend to in March D.C., with discussed Issues fly-in. annual legislative industry’s challenges, included workforce representation Congressional modernizing our infrastructure, inbound travel, international Agreement. the Open Skies and preserving

Welcome Centers Centers Welcome This network meets in-person twice a year and is the only forum and is the only forum a year twice in-person meets network This from and learn network to Associations Industry Travel state for legislatures. in their state with challenges dealing colleagues national parks Skies, included Open in 2018 discussed Issues the Visa includes (which Act the JOLT of funding, re-introduction USA. Brand of and the reauthorization Program), Waiver State Travel Action Network (STAN) Network Action Travel State The NCSTD is a forum representing all 50 states, the five U.S. U.S. the five all 50 states, representing is a forum NCSTD The for provides NCSTD Columbia. of the District and territories on issues and education sharing, leadership, information Hagen Secretary industry. and tourism that impact the travel National Chair in 2018. as NCSTD term year his two completed National Council of State of State Council National (NCSTD) Directors Tourism Secretary Hagen serves on the United States Travel and Tourism and Tourism Travel States the United on Hagen serves Secretary Commerce of Secretary the advises board The Board. Advisory travel the U.S. affect that and programs policies on government and emerging on current counsel offers industry, and tourism and proposing discussing for a forum and provides issues, such and opportunities challenges industry-related to solutions security, travel policy, visa facilitation, travel as international and infrastructure. sustainability, economic National Travel & Tourism & Tourism Travel National (NTTAB) Board Advisory NATIONAL OUTREACH NATIONAL Valley Springs Welcome Center Springs Welcome Valley in Spring 2020 re-open to Scheduled Wilmot Welcome Center Welcome Wilmot in Spring 2019 re-open to Scheduled Vermillion Welcome Center Welcome Vermillion in Spring 2019 re-open to Scheduled In 2016, the Department of Tourism worked in conjunction with in conjunction worked Tourism the Department of In 2016, information a new develop to Transportation the Department of reconstruction the for plan calls plan. The revitalization center centers—one welcome new two of and the other Vermillion near border—andon the Minnesota and remodeled an expanded enhanced will contain centers These at Wilmot. center welcome information. with travel-related and exhibits displays

Ensure operational excellence

62 TravelSouthDakota.com Redlin Art Center// Watertown

63 64 STRATEGIC AREA OF FOCUS #5 INTERNAL SUPPORT feeling thattheirwork isfulfilling. resources neededto andsupport dotheirjobs whilealso spotlight ontheinternal team, ensuringthey have the individual team members. This area of focus puts a The of Department Tourism isonlyasgoodits On April30, thetourism team got theirhandsdirty members volunteered to clean upflower bedsin while helpingtheirown local community. Team Tourism Cares Clean-up Day Pierre to prepare for springplantings. interstate welcome centers are the first impression state, engagingtheminconversation, andoffering In many cases, thetravel counselors whostaff the first-hand, and to bebetter prepared to relay that The of Department Tourism strongly encourages an onlineclass, oraworkshop through thestate what’s new, to experience thestate’s attractions do anincredible jobof welcoming visitors to the visitors have of South Dakota. These counselors tour of of onepart South Dakota to learn about suggestions for additionalvacation stops. Each the year. Whether thetraining isaconference, Bureau of HumanResources, alldevelopment development training of any kindthroughout year, thecounselors attend afamiliarization team members to undergo professional Professional Development Welcome Center FAM information to travelers. training isaccepted. TRAVELSOUTHDAKOTA.COM 65 2021 2021 23,066.6 3.7 266.5 304.9 1,222.7 1,039.5 183.2 89.0 44.8 2406.3 485.6 1,920.7 1.7 2.0 2.0 4.2 4.0 4.2 3.3 3.5 1.6 1.4 1.7 2020 2020 22.243.4 3.6 261.4 298.8 1,173.8 999.6 174.2 86.1 43.2 2,368.2 478.8 1,889.4 1.7 1.9 1.7 3.7 3.6 4.2 2.4 2.9 1.5 1.4 1.6 2019 2019 21,460.1 3.6 256.5 293.8 1,131.6 964.4 167.2 83.9 42.0 2,332.7 472.1 1,860.5 2.5 2.1 1.4 4.1 3.9 5.4 3.2 2.8 1.8 1.8 1.8 20,506.0 3.9 251.2 289.8 1,086.6 928.0 158.6 81.3 40.9 2,291.1 463.6 1,827.5 2.9 0.5 3.4 2.0 5.6 1.8 5.7 5.0 1.9 1.6 2.0 2018 2018 2.2 2.1 2.3 4.3 5.1 0.1 0.7 2.0 1.9 0.4 2.3 19,485.4 4.4 245.1 279.4 1,034.7 878.9 155.8 76.9 38.9 2,247.9 456.3 1,791.5 2017 2017 (millions) (billions) (millions)

(millions) (CPI) (CPI) (TPI) (TPI)

(billions) Business Leisure Total Travel Expenditures in U.S. Expenditures Travel Total Residents U.S. Visitors International the U.S. to Visitors International Total the U.S. to Arrivals Overseas Person-Trips Domestic Total GROWTH FORECAST GROWTH Index Price Travel Real GDP Real Index Price Consumer the U.S. to Arrivals Overseas Person-Trips Domestic Total Business Leisure Travel Price Index Index Price Travel in U.S. Expenditures Travel Total Residents U.S. Visitors International U.S. the to Visitors International Total U.S. TRAVEL FORECAST U.S. TRAVEL GDP % Rate Unemployment Index Price Consumer U.S. TRAVEL FORECAST DATA FORECAST TRAVEL U.S. TravelSouthDakota.com RAILROAD BRIDGE // Pierre // BRIDGE RAILROAD

66 YEAR IN REVIEW

67 68 Pactola Reservoir YEAR IN REVIEW (Forbes) Sioux Falls SmallPlace named #1 for Business andCareers in America (Architectural Digest) Deadwood namedoneof The 50Most Beautiful SmallTowns October (Travel +Leisure) South Dakota namedoneof The Best Places to Travel in (TripAdvisor) Rapid City named onof 25 Best Weekend Getaways withKids (House Method) Sioux Falls namedMost Underrated Town inSouth Dakota (Expedia) Sioux Falls namedBest City for Seekers of Wide-Open Spaces Cities for Starting aBusiness (CNBC) Aberdeen namedoneof the20 Best SmallAmerican a Business intheU.S. (CNBC) Sioux Falls namedoneof the10Best Big Cities for Starting Travel Cities (Priceline CEO speaking onCBSNews) Deadwood namedoneof the Top 5Emerging Top American Trips 2018 South Dakota chosen asoneof Canadian Traveller’s Healthiest State intheU.S. (MSN) South Dakota tiedwithVermont to Happiest, winthe#1 (National Geographic) Rapid City namedoneof The Best Cities intheUnited States You Needto Book ASAP (Women’s Health magazine) Black Hillsnamedoneof 15Romantic Weekend Getaways (Expedia Canada Travel blog) Deadwood chosen asoneof thetop 18cities to visitin2018 2018 ACCOLADES TRAVELSOUTHDAKOTA.COM 69

Pierre Pheasant Hunting Gamification Hunting Gamification Pheasant Pierre Hunting Gamification Pheasant Pierre Pewter Best of Show for National Television Campaign Campaign National Television for Show of Best Print Advertising for Class of Best Online/Interactive for Class of Best Best Travel Online Newsletter Campaign Online Newsletter Travel Best Rich Media Online Ad Travel Best Spinner Direct Mail—DimensionalSpinner Direct Print (IAC) Awards Competition Advertising Internet Gold Gold Gold Gold Gold Gold Gold Gold Ink Awards Travel Insights Email Campaign Email Campaign Insights Travel Email Series Insights Travel ADDY Awards ADDY "My Great Place" Television Campaign Campaign Television Place" "My Great Magazine Campaign Giant Step Place" "My Great Place"—Pactola, Magazine Single Unit "My Great Campaign Integrated Place" "My Great Single Spot Television Place"—Adventure, "My Great

Deadwood "No Rules. No Regrets" Campaign Campaign No Regrets" "No Rules. Deadwood First-Ever Women’s-Only Motorcycle Rally Rally Motorcycle Women’s-Only First-Ever Campaign Regrets." No "No Rules. Deadwood Bronze Bronze Best in Category Best Printing Industry Midwest Awards (PIM) Awards Midwest Printing Industry Great Getaways Mailer Getaways Great South Dakota’s Monumental Celebration Chicago Activation Activation Chicago Celebration Monumental Dakota’s South Gold Gold Gold Gold Gold Gold Silver Silver Silver Silver Silver Visitor Insights Email Insights Visitor Travel Weekly Magellan Awards Weekly Travel

Adrian Awards Adrian 2018 AWARDS 2018 "My Great Place" Campaign Campaign Place" "My Great "My Great Place" Popup Mailer Popup Place" "My Great Media Campaign Social Great" of "State "Open Early, Open Late OOH" Billboard OOH" Billboard Open Late "Open Early, Campaign Place" "My Great 70 HIPPIE HOLE Year In Review YEAR IN REVIEW JAN. FEB. New York City Media Event Travel Massive Sioux Falls Fest &QuailClassic National Pheasant Vacation Day National Planfor Pierre on Tourism Conference Governor’s

Marketplace Media International Chicago Adventure Show Chicago Travel & New York City Media Blitz New York City

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Black Hills & & Hills Black Tourism Badlands Association Annual Meeting and Tourism Summit Tribune Star Minneapolis Sturgis Rally Rally Sturgis Media Hosting TTRA CenStates Conference Moines Des Show Travel

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RMI Mid-year RMI Mid-year meeting Spearfish Family Travel Travel Family Summit Association South Southeast Tourism Dakota Annual Association Meeting Mount Rushmore’s Pride American in 9th appears Thanksgiving Macy’s Parade Day City York New ESTO Travel Conference Phoenix the Land to Back Trip Press Advisory Tourism Meeting Board De Smet Roundup Buffalo Trip & Press S E P. O CT. N OV. DEC. AUG.

Media Blitz Chicago Midwest Living Living Midwest Rally Road Hills Black TTRA International Florida Tourism Advisory Advisory Tourism Meeting Board Custer Sports NASC Conference Minneapolis Meredith Meredith Trade Publishing Show Moines Des

Mount Rushmore Mount Rushmore Activation Replica Chicago at Millennium Park Mascots Appearance Appearance Mascots Finals at Youth Rodeo Huron Culture Native Trip Press Denver National Travel & & National Travel Week Tourism IPW RMI Int. Roundup RMI Int. Kalispell Conference MTJA Milwaukee RMI Summit Meetings Meetings RMI Summit Kalispell Dallas Dallas Destination Hill Capitol D.C. Washington, Dallas Travel and and Dallas Travel Show Adventure MAY JUL. JUN. APR. MAR. TravelSouthDakota.com // SDVisit.com

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