marketing marketing programs - south dakota visitor … group tour ... a south dakota outfitter. ......

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✖ Group Tour Marketing

GOALThrough this program, the depart-ment aims to 1) increase the numberof new motorcoach tours, bothdomestic and international, comingto South Dakota, and 2) entice existing tours to spend more timeand money in our state.

WHO WE TARGETThe program targets group touroperators and tour leaders across theUnited States. We also target touroperators and travel press in theUnited Kingdom, Germany, France,Belgium and Italy. In order to keepinternational marketing efforts cost-effective, we partner with Wyoming,Montana and Idaho in a programcalled Rocky Mountain International.Together, the four states promoteour region as a destination thatshowcases “The Real America.”

HOW WE REACH THEM

● Fam tours. Familiarization tours continue to be an effective selling tool, as they give tour operators a chance to experience our travel destinations firsthand. We will host two fams for domestic tour operators this spring. One is a multi-state tour of the Lewis and Clark Trail; the other is a statewide South Dakota fam. We’ll host international tour operators March 15-19 and international journalists during the Buffalo Roundup in Custer State Park in October.

● Industry marketplaces. Again this year, we’ll meet one-on-one with tour operators at national and international trade shows. See calendar on next page for complete schedule.

● Group tour co-op ad. A colorful four-page ad, showcasing South Dakota destinations, will run in fall issues of Destinations and Western Group Tour Magazine. Both publications target tour operators. In addition, 3,000 copies of the ad will be direct mailed to domestic tour operatorsfrom our database. To participate in this co-op ad, you must be a member of the National Tour Association or American Bus Association. See page 18 for details.

● Group tour guide. The 2001-2002 Group Tour Planning Guide, a 90-page reference book for tour operators, will be distributed to tour operators at home and abroad this spring. The publication is a key marketing piece; we send it to all tour operators who request informa-tion from the department. It contains maps and mileage charts, sample itineraries, escort notes, and listings of places to see and things to do in South Dakota. Private-sector partners can purchase listings in the piece. See page 25 for details.

● Escort notes. Tour operators who bring groups to the state can use our South Dakota Escort Notes. The free 45-page publication contains information about South Dakota history, wildlife, crops and legends.

● Newsletter. Three times a year (spring/summer, fall and winter), tour operators receive the Travel Trade Newsletter. The publication is designed to keep tour opera-tors abreast of developments in South Dakota and to keep the state’s name in front of them. Each issue contains information about new attractions and events as well as suggested itineraries.

● Web site. During 2001, the department will build a Web

site specifically for tour operators. It will offer

information on attrac-tions, activities and events

as well as suggested itineraries and service providers. Tour operators will find all they need to plan a South Dakota tour at their fingertips at toursdakota.com.

WHAT’S IN IT FOR YOU

● You can get your message in the hands of thousands of tour operators by participating in two of our co-op pieces. The first is a magazine ad that’s placed in publications targeting tour operators. The second is our Group Tour Planning Guide.

● When you join the National Tour Association or American Bus Association, you can purchase (for a small fee) names of domestic tour companies from our database. We share our international leads with anyone who requests them.

● When you assist with a fam tour,you get firsthand exposure to the tour operators who develop itineraries for their groups.

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FOR INFORMATIONMaureen Droz, Group Tour Manager, or Sharla Garrett, Group Tour Assistant(605) 773-3301 [email protected] [email protected]

A total of 662 motorcoach tours stopped at South Dakota’s Interstate Information Centers last summer, up from 596 in 1999. Of those 662 tours, 158 (or 24 percent) were international.

Important DatesJanuary 27-February 4 American Bus Association Marketplace,

Baltimore, Md. February 14-18 Borsa International Tourismo Exchange, Milan, ItalyFebruary 28-March 1 Destinations 2001, London, EnglandMarch 3-7 International Tourism Bourse, Berlin, GermanyMarch 8 Paris press missionMarch 15-20 Rocky Mountain International Roundup

Pre-Fam, S.D.March 20-24 Rocky Mountain International Roundup,

Sun Valley, IdahoApril 25-May 1 Group Tour Operator Fam, S.D. May 17-19 Lewis and Clark Fam, St. Louis to Montana

(South Dakota dates only)May 4-5 Rocky Mountain International Summit Meeting,

Orlando, Fla. May 5-9 TIA International Pow Wow, Orlando, Fla. June 4-7 Pilgrim Tours Group Leader FamSeptember 5-8 Rocky Mountain International Mega Fam

(South Dakota dates only) November Visit USA Italian Showcase (tentative)November 9-14 National Tour Association Annual Convention,

Houston, TexasNovember 12-15 World Travel Market, London, England

✖ Outdoor Promotions

GOALThe purpose of the OutdoorPromotions program is to 1) increasethe number of outdoor-related visitsto the state, and 2) generate presscoverage that leads to a favorableimage of South Dakota’s outdoorrecreational opportunities.

WHO WE TARGET The department’s efforts are gearedto writers and media who cover out-door recreation such as mountainbiking, camping, fishing and hunt-ing. Consumers who are outdoorenthusiasts are also targeted.

HOW WE REACH THEM

● Hostings. Hostings remain one of the most cost-effective ways for us to promote South Dakota’s

outdoors. Throughout the year,the department will host writers, editors and film crews on assignment for national and regional newspapers, magazines, catalogs and television programs. In turn, South Dakota receives thousands of dollars of free publicity.

● Direct mail. This spring, we’ll send a direct-mail piece to 10,000 anglers in our target markets. Those who respond can enter a contest to win a free fishing vacation. Entry forms also will be posted on our Web site.

● National conferences.Developing and maintaining relationships with outdoor writers is essential to securing good press coverage. Accordingly, we maintain memberships in key

professional organizations such as the Outdoor Writers Association of America, and we attend important meetings of these organizations.

● Press mailings. In April and October, we’ll mail our Outdoor News to members of the outdoor media. The press packet contains timely story ideas, ready-to-use photos, and stories that focus on hunting, fishing, camping, hiking and other outdoor opportunities.

● Satellite feed. During the opening of pheasant season, the department will coordinate a live satellite feed to be broad-cast to media across the country. Footage will focus on the sport’s economic impact on small-town South Dakota.

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marketing● Promotional materials. Two of

the department’s publications – the Adventure Travel Guide and Fishing and Hunting Guide – target outdoor enthusiasts. The first is a listing of adventure travel providers throughout South Dakota (eg., trail-ride operations, rock-climbing outfitters, hot-air balloon rides). The second is a guide to hunting and fishing resources statewide.


● Host a fam tour at your lodging property, restaurant or attraction. For your efforts, you and your region will get free publicity in articles or programs generated by the media representatives who visited.

● Get a free listing in the Adventure Travel Guide. This is the piece we give to people who request information on adventuretravel in South Dakota.

● Work a travel/sport show, whereyou can visit one-on-one with outdoor enthusiasts in our target markets. (See page 23 for details on the travel/sport show co-op.)

FOR INFORMATIONMark Kayser, Media RelationsManager, or Michele Ganschow,Media Relations Assistant, (605) 773-3301 [email protected]@state.sd.us

Residents and non-residents spent $107 million on pheasant hunting in South Dakota in 1999. Source: South Dakota Department of Game, Fish and Parks

In October 2000, Tourism’s phone center received 107 calls in one hour as a result of a Ducks Unlimited program on TNN. The program featured upland game and waterfowl hunting in central South Dakota. The crew had been hosted by the Department of Tourism and a South Dakota outfitter.

✖ Rural TourismDevelopment

GOALThrough this program, theDepartment of Tourism assists ruralcommunities and tribes in attractingand retaining visitors. We seek tobring tourism’s economic benefits to small-town South Dakota, whileenriching each community’s ortribe’s unique characteristics.

WHO WE TARGETThe department targets rural communities and tribes interested in boosting tourism in their town or area. We also work with ruraltourism businesses. Together, we target consumers interested in cultural, historic and heritagetourism.

HOW WE REACH THEM

● Rural development assistance. Throughout the year, we will work with communities, regions and tribes to develop or enhance the tourism component of their local economies. We offer planning, marketing and public relations assistance.

● Small business development.One of this program’s objectives is to foster the growth of new rural and tribal tourism businesses and to preserve existing ones. Tothat end, we will host a work-shop designed for business owners who are developing farmand ranch vacations, B&Bs and outdoor recreation businesses. The workshop will be held this spring via the Rural Development Telecommunications Network.

Important DatesJune 2-6 Outdoor Writers of America Conference, St. George, UtahSeptember 19-23 Association of Great Lakes Outdoor Writers, Sault Ste.

Marie, Mich.

This publication targets outdoorenthusiasts.


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● Resource materials. We have a number of resource materials available for those interested in rural tourism. The Tourism Assistance Directory lists techni-cal, financial and marketing assistance available at the national, state and local levels. The Farm and Ranch Vacation Resource Directory provides answers to common questions about licensing, tax collection, insurance and business plans.


● Enlist our technical and marketing expertise for developing and promoting your community’s resources.

● If you’re a new rural tourism business, attend our free work-shop this spring. We’ll cover the basics of developing and marketing your business.

● Take advantage of our freeresource materials.

FOR INFORMATION Cindy Tryon, Rural Tourism Manager,or Stephanie Sullivan, Rural TourismAssistant, (605) 773-3301. [email protected]@state.sd.us

A new guide to Dakota, Lakota and Nakota culture will be avail-able to travelers this spring. It will include information about American Indian art galleries, exhibits, museums and events. It also will contain profiles of South Dakota’s nine tribes. Tribal partners are assisting in the creation and funding of this piece.

✖ Lewis and ClarkPromotions

GOALThe nation will commemorate the200th anniversary of Lewis andClark’s epic journey from 2003 to2006. Our Lewis and Clark promo-tions are designed to entice travelersto explore South Dakota’s portion ofthe Lewis and Clark Trail. We alsoseek to educate South Dakotansabout the expedition and to preparethem for the influx of travelersexpected during the bicentennial.

WHO WE TARGETThe department’s Lewis and Clarkpromotions are aimed at two primaryaudiences. We target travelers interested in American history andculture. We also target SouthDakotans, to prepare them to interpret this historical event and to provide adequate services for travelers.

HOW WE REACH THEM

● Training workshop. On Jan. 27,Tourism will hold a workshop designed for South Dakotans interested in interpreting Lewis and Clark’s expedition for visitors. The free hands-on training will show participants how to research, create and develop Lewis and Clark characters and interpretive presentations. It will be held in Watertown.

● Essay contest. In an effort to educate the state’s citizens at a grassroots level, the department will sponsor its Lewis and Clark essay contest again. Fourth-grade students across the state will be asked to write a short essay related to Lewis and Clark. The goal is to generate interest in the bicentennial via the classroom.

● South Dakota Corps of Rediscovery. This grassroots organization, formally named by Gov. Bill Janklow in July of 2000, is responsible for South Dakota’s bicentennial planning. The group of volunteers will meet four times during the coming year (see schedule next page), to strategize and prepare bicentenni-al events and activities.

● Lewis and Clark Commitee.This committee of the Governor’s Tourism Advisory Board helps to guide Tourism’s efforts in promot-ing the state’s Lewis and Clark resources.

● Bicentennial Resource Guide.The department’s Lewis and Clark Bicentennial Resource Guide lists pertinent resources such as re-enactors, speakers/historians and reference materials. It also offers suggestions for developing Lewis and Clark-related activities and events.

● Lewis and Clark Trail Guide and Travel Tape. These two promotional items target con-sumers interested in the Lewis and Clark Trail. The guide high-lights historic sites, festivals and points of interest along the trail and is available at Interstate Information Centers and to inquirers by phone, mail and e-mail. The 30-minute audiotape – available for loan at Information Centers as part of a four-tape set on touring South Dakota – relays the expedition’s adventures in the state. Our partners in these efforts include the Southeast South Dakota Visitors Association and the Great Lakes of South Dakota Association. These two associa-tions offer the tape for sale via their members.

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marketing● Lewis and Clark Trail Heritage

Foundation. For the first time ever, South Dakota will host

the foundation’s Annual Meeting. Approximately

800 members are expected to attend the event in

Pierre, Aug. 5-8. In addition to seminars on Lewis and Clark, attendees will take field trips to related sites in the area. The Department of Tourism, PierreChamber, State Historical Society, Arts Council and Humanities Council are several of the groups working on this project.

FOR INFORMATION Cindy Tryon, Rural TourismManager, or Stephanie Sullivan,Rural Tourism Assistant, (605) 773-3301. [email protected]@state.sd.us

✖ Film Office

GOALThe Film Office aims to attract film,video and television projects toSouth Dakota to 1) generate nationaland international publicity for thestate, and 2) bring new dollars intothe state.

WHO WE TARGETOur efforts are directed to film stu-dios, independent production com-panies, location scouts, commercialproducers, advertising agencies andfilm-industry media throughout theworld.

HOW WE REACH THEM

● Trade show. In February, we’ll meet face to face with key players in the film/video industry at Location Expo in Los Angeles, a major trade show for commer-cial, television and feature-film

producers. At the show, we’ll pitch South Dakota as a unique and accessible filming location. By attending the trade show, we’re able to build personal relationships with decision-makers in the film industry.

● Hostings. There’s no better way to sell South Dakota as a filming location than by letting location scouts or producers see our stunning landscapes with their own eyes. Accordingly, the department will arrange cost-free trips for qualified film-industry professionals searching for the perfect location. In addition, we can assist filmmakers with scout-ing locations, arranging accommodations and transporta-tion, and access to certain locations.

● Direct mail. Four times during the year, we’ll direct mail a series of postcards to 1,500 key decision-makers in the industry. The postcards highlight our one-of-a-kind filming locations.

● Video/film directory. Upon request, we send out the South Dakota Video/Film Directory. This 100-page book contains information about film permits, laws, transportation and weather.It also includes listings of businesses that serve film and video projects (eg., costume houses, caterers, lighting equipment, truck rentals).

● Web site. During the year ahead, we will build a Web site specifically for members of the film industry: filmsd.com. It will contain information about all aspects of shooting in South Dakota, from costume shops to weather reports.

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Important DatesJanuary 27 Lewis and Clark Interpreter Training Workshop, WatertownFebruary 6 South Dakota Corps of Rediscovery Meeting, PierreApril 23-26 National Lewis and Clark Bicentennial Council Planning

Meeting, Omaha, Neb.May 5 South Dakota Corps of Rediscovery Meeting, YanktonJuly 18 South Dakota Corps of Rediscovery Meeting, MobridgeAugust 5-8 Lewis and Clark Trail Heritage Foundation Annual

Meeting, PierreNovember 17 South Dakota Corps of Rediscovery Meeting, Chamberlain

Last summer, Gov. William J. Janklow named theSouth Dakota Corps of Rediscovery as the grassrootsorganization responsible for Lewis and Clark effortsin South Dakota. The group will meet four times in2001 to forge ahead with bicentennial preparations.

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● Let the film industry know about your business; get a free listing in the South Dakota Video/Film Directory. You also can purchase ad space in this directory.

● Assist with hostings for qualified film-industry professionals. Any subsequent projects mean exposure for South Dakota!

FOR INFORMATION Chris Hull, Film Office Manager, orMolly Noem, Film Office Assistant,(605) 773-3301 [email protected]@state.sd.us

Important DatesFebruary 23-24 AFCI Location Expo,

Los Angeles, Calif.

Wrangler Jeans and Jeep both shot television commercials in South Dakota last year.

Vineyard Productions shot footage for an IMAX production about the Lewis and Clark expedition, due out this summer.

✖ Information Centers GOALThrough the programs offered at 13 Information Centers alongInterstates 90 and 29, Toruism seeksto increase travelers’ length of stay in South Dakota. (Note: TheDepartment of Transportation maintains these facilities.)

WHO WE TARGETWe target travelers using Interstates90 and 29.

HOW WE REACH THEM

● Travel counselors.Approximately 77 travel counselors will staff the Information Centers from May 21 to mid-September of 2001. This front-line crew will make it their mission to convince travelers to spend more of their vacation in South Dakota. The counselors visit one-on-one with travelers: suggesting things to see and do, offering a variety of travel materials and making travelers feel at home. Prior to beginning the summer season, travel coun-selors will participate in a weeklong familiarization tour of South Dakota.

● Travel tape and CD series. In the year ahead, we plan to make our popular travel tape series available to visitors on CD. The four-part series – highlighting South Dakota attractions, events, history and culture – can be taken out on loan from the Information Centers. During the summer of 2000, more than 1,800 visitors used the travel tapes.

● Interactive information kiosks.Travelers can look up visitor information on interactive computer kiosks located at most of the Information Centers. Units also are located at Mount Rushmore, the Black Hills Visitor Center, Deadwood’s History and Information Center, and the Mall of America in Minnesota. Using the touch-screen units, visitors have immediate access to information on attractions, accommodations, restaurants, national parks and events statewide. The in-state kiosks contain up-to-date road and weather conditions, too.

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You can advertise your property on these kiosks by participating in our World Wide Web co-op program. See page 16 for details.

● Brochures/poster display.At each of the Information Centers, visitors can pick up travel brochures from tourism-related businesses. You can distribute your brochure free of charge at any Information Center. (See below for details.) At seven of the centers, space is available for purchase to hang your promotional posters. See page 21 for information.

● T-shirt program. On Wednesdays and Fridays during the Information Center season, travel counselors wear T-shirts advertising tourism businesses. There’s no charge for your business to participate; you simply supply the shirts. See page 21 for details.


● Advertise your business for freeby displaying your brochures at any of the 13 Information Centers. You simply need to run a sample by us first, to make sureit meets our standards. You areresponsible for getting your materials to each center.

● For a small fee, you can promote your attraction, property or city by participating in our poster program. Limited space is available to hang promotional posters at seven Information Centers. This program runs May through September only.

● Advertise your business on the interactive kiosks located at Interstate Information Centers. This ad also appears on the Department of Tourism’s Web site.

● Communities can hold “blitzes” at the Information Centers with our prior permission. A blitz is a chance for you to greet travelers, distribute promotional literatureand promote your community’s unique travel opportunities. Individual businesses and special events also can host blitzes. You must schedule and get approval in advance with the Departments of Tourism and Transportation.

FOR INFORMATION Rene Vallery, Information CenterManager, or Larissa Wirth,Information Center Assistant, (605) 773-3301 [email protected] [email protected]

Important DatesMay 4-12 Fam tour for Information

Center counselorsMay 21 Information Centers open

South Dakota’s new Lewis andClark Information Center on I-90 atChamberlain opened its doors July1, 2000. The centerpiece of the facility is a 55-foot keelboat that jutsout through a glass wall. From theback of the boat, visitors get a mag-nificent view of the Missouri River.Interpretive displays will be installed this summer.

The Information Center at Vivian will be closed this summer due to road construction.

Total car count, based on guest registries, at South Dakota’sInterstate Information Centers was282,743 for May-October 2000. Incontrast to previous years, three ofthe centers remained open throughOct. 29, 2000. Total car count forMay-September 1999 was 282,516.

Lewis and Clark Trail Guide dis-tributed at Information Centersand via requests


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✖ Customer Service

GOALThrough this program, we aim to 1)develop, nurture and recognize out-standing customer service at all trav-el-related businesses across the state,and 2) generate positive word-of-mouth advertising and return visits.

WHO WE TARGETAny South Dakota business, commu-nity or organization that serves visi-tors is a target of the customer serv-ice program.

HOW WE REACH THEM

● Great Service Star. This effort is designed to recognize businesses that have completed an established set of hospitality-training criteria. As in previous years, participants who complete the required four steps will be awarded a Star symbol to use in their advertising and promotional efforts. The steps include: 1) Participate in an approved

hospitality-training workshop. 2) Offer a visitor comment

mechanism at your establishment.

3) Give recognition to employees who provide great service.

4) Apply for the George S. Mickelson Great Service Award.

● Spring training workshops. Tohelp you achieve Step 1 above, we will offer two hospitality-training workshops this spring. One session will be geared to managers; the other to front-line employees. To meet this step, you also can attend an approved training session sponsored by a chamber of commerce or regional association, or you can hire a trainer to do an in-house workshop.

● Governor’s Certificate of Recognition. To assist you with Step 3, Tourism offers a Certificate of Recognition, signed by the Governor, which recognizes an employee who provides great service. On second commendation, the employee receives a star to attach to the certificate, and on thirdcommendation, he or she gets a Great Service Star lapel pin. You must provide us with an official nomination form or copy of a visitor’s letter commending the employee in order to receive the certificate, star and lapel pin.


● Take advantage of our Great Service Star program, including the spring training workshops and the Governor’s Certificate of Recognition. By earning the Great Service Star symbol, you demonstrate to visitors that you’re committed to providing outstanding customer service.

● Apply for the George S. Mickelson Great Service Award. The winner will receive a $1,000 credit to be used in any of the department’s co-op advertising programs!

FOR INFORMATION Rene Vallery, Customer ServiceProgram Manager, or Larissa Wirth,Customer Service Assistant, (605) 773-3301 [email protected] [email protected]

George S. Mickelson Great Service AwardEach year, the Department ofTourism presents this prestigiousaward to a business, community or organization that excels in thecustomer-service area. The five finalists for the 2000 award arelisted below. Congratulations to each of them for being leaders inproviding exceptional customer service.

Custer State Park

Full House Inc., Deadwood

Kelly Inn, Sioux Falls

Rapid City Convention andVisitors Bureau

Tin Lizzie, Deadwood

The South Dakota businesses listed below have qualified to beGreat Service Star providers for2001. Watch for this symbol to be displayed at their property and in their advertising.

BateslandWakpamni Bed & Breakfast Belle FourcheFamily Thrift CenterBrookingsBest Western Staurolite InnSuper 8 CantonNewton Hills State ParkChamberlainCedar ShoreClear LakeLake Cochrane Recreation Area


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CoronaHartford Beach State ParkCusterBlack Hills National ForestCuster Chamber of CommerceCuster State ParkFlintstones Bedrock CityL & J Golden Circle ToursMountain Music ShowDakota DunesCountry Inn & SuitesDeadwoodBlack Hills Hideaway B&BComfort Inn at Gulches of FunDeadwood Gulch ResortDepot MotherlodeFirst Gold HotelGold Dust Gaming/Holiday

Inn Express Mineral Palace HotelSuper 8 LodgeTin Lizzie GamingFreemanSuper 8 GarretsonPalisades State ParkGrenvillePickerel Lake Recreation AreaHermosaBehren’s Ranch Bed & BreakfastHill CityBest Western Golden Spike InnBlack Hills Central Railroad Harney Peak Motel & BungalowLantern InnMount Rushmore KOA/Palmer

Gulch LodgePine Rest CabinsRobins Roost CabinsHot SpringsBest Western Inn By the RiverComfort InnEvans PlungeHills InnHot Springs Chamber of CommerceMammoth Site

HuronCrossroads Hotel & Convention

Center KeystoneAmfac Parks and Resorts/Mount

Rushmore National Memorial Beautiful Rushmore CaveBig Thunder Gold MineKeystone Chamber of CommerceMount Rushmore President’s

View ResortMount Rushmore White House

ResortPresidential Parking, Inc.Lake CityRoy Lake State ParkFort Sisseton State ParkMadisonLake Herman State Park MitchellMiddle Border Museum of American

Indian and Pioneer Life and Case Art Gallery

Holiday InnWorld’s Only Corn PalaceMurdoPioneer Auto MuseumOacomaOasis InnPierreGovernor’s InnLighthouse Pointe/Oahe Trails

Golf ResortSouth Dakota State Historical

Society/Cultural Heritage CenterPlatteSnake Creek Recreation AreaRapid CityBlack Hills CavernsBlack Hills Visitor Information

CenterBest Western Ramkota Hotel

& Convention CenterCountry Inn & SuitesHart Ranch Camping Resort Club

Hayloft Bed and BreakfastHotel Alex JohnsonLake Park CampgroundLamplighter InnQuality Inn of Rapid CityRapid City Convention and Visitors

BureauReptile GardensRushmore Plaza Holiday InnSioux FallsBest Western Ramkota HotelHampton InnHoliday Inn ExpressKelly InnSheraton Hotel and Convention

CenterResidence InnSpearfishD.C. Booth Fish HatcheryHoliday Inn Hotel and Convention

CenterSpearfish Canyon ResortWallAnn’s MotelElkton House RestaurantWall-Badlands Chamber of

CommerceWall Drug StoreWatertownComfort InnCountry Inn & SuitesPelican Lake Recreation AreaSandy Shore Recreation AreaWatertown Convention and Visitors

BureauWinnerCendant – Ramada Reservation

CenterYanktonBroadway InnGavin’s Point Bed and BreakfastLewis and Clark Recreation Area Yankton Chamber of Commerce


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✖ Travel/Sport Shows

GOALOur mission at travel/sport shows isto sell South Dakota as a vacationdestination for outdoor enthusiastsand general travelers. We do sothrough one-on-one contact withpotential visitors.

WHO WE TARGETWe target people attendingtravel/sport shows in our key consumer markets.

HOW WE REACH THEM

● Along with partners from the private sector, Tourism will attend five major travel and sport shows this year. Combined attendance at these shows is approximately 1 million. See page 23 for details on the travel show co-op.

2001 ScheduleJanuary 12-21 Cincinnati Travel,

Sports & Boat Show, Cincinnati, Ohio

February 3-11 Eastern Sports and Outdoor Show, Harrisburg, Penn.

February 16-25 Indianapolis Boat/Travel Show, Indianapolis, Ind.

March 16-25 Milwaukee Journal Sentinel Sports Show, Milwaukee, Wisc.

March 16-25 Northwest Sportshow, Minneapolis, Minn.


● Stretch your marketing dollars by joining our travel show co-op. At these shows, you’ll meet with potential customers in target markets.

FOR INFORMATION Rene Vallery, Travel Show Manager,or Larissa Wirth, Travel ShowAssistant, (605) 773-3301 [email protected] [email protected]

South Dakota received an “A” grade for its biking trails on the International Mountain Biking Association’s 2000 Report Card. It was one of only two states to earn that honor.Source: South Dakota Department of Game, Fish and Parks

✖ AAA Marketing

GOALThrough this program, the depart-ment seeks to increase awareness ofSouth Dakota’s travel opportunitiesamong AAA/CAA travel counselors.In turn, the travel counselors willlikely increase the number of visitorsthey route to the state.

WHO WE TARGETOur targets include AAA agencies in Indiana, Ohio, Pennsylvania,Minnesota and Wisconsin.

HOW WE REACH THEM

● Fam tours. This fall, we will host a familiarization tour for AAA/CAA travel counselors. The guided tour will cover attractions, parks and activities across the state. By experiencing South Dakota for themselves, the travel counselors will do a better job of selling our destination to travelers.

● AAA blitzes. We’re taking the show on the road! While attend-ing travel/sport shows this year,we’ll visit AAA offices in those markets. At each location, we’ll promote the state’s travel opportunities and distribute travel literature. In addition, we’ll visit AAA offices in Cleveland, Toledo, Findley and Dayton, Ohio.

● Newsletter. Three times during the year (spring/summer, fall and winter), Tourism will publish the Travel Trade Newsletter.AAA/CAA offices throughout North America will receive the publication, which contains community profiles, itineraries and information about new attractions and events. The newsletter is designed to keep travel agents abreast of develop-ments in South Dakota’s visitor industry.


● You can participate in our AAA/CAA program by hosting a fam at your property or attraction. It’s a great way for travel coun-selors to get to know more about your business.

FOR INFORMATIONRene Vallery, AAA MarketingManager, or Larissa Wirth, AAAAssistant, (605) 773-3301 [email protected] [email protected]

AAA members accounted for 29 percent of all room nights in South Dakota in 1999. Their top three activities weretouring, shopping and dining. Source: AAA


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✖ Public Relations

GOALThis program aims to increase visitation to the state by gainingnational, regional and local media attention.

WHO WE TARGETThe department works through members of the media to gain exposure for South Dakota’s travel opportunities.

HOW WE REACH THEM

● Fam tours. In the year ahead, the department will host members of the media on winter,spring and fall familiarization tours. These fam trips give members of the travel media a chance to experience South Dakota for themselves. The media, in turn, develop magazine articles, newspaper stories and television segments that result in thousands of dollars of publicity for the state.

● Weather forecaster fam. In late January, we’ll host a familiariza-tion tour for weather forecasters from around the region. Regional and national travel media also will participate. The tour will turnthe media on to South Dakota’s winter travel offerings and send them home promoting us as a winter destination.

● Media blitz. Since many travel media arebased on the East Coast, we’re working on a media blitz in New York City. Travel editors, journalists and broad-casters will be invited to a reception, where we’ll wine and dine them and showcase South Dakota as a premier destination.

Examples of media “hits” in 2000

● Heartland USA, March/April, estimated value: $67,500

● Coast to Coast, May, estimated value: $30,528

● Weekend Viaggi (Italian), June, estimated value: $182,000

● Trailer Life, August, estimated value: $13,280

● New York Post, September,estimated value: $10,200

● Travel America, September/ October, estimated value: $49,980

● Hessicher Rundfunk TV(German), November, estimated value: $150,000

● Midwest Living, November,estimated value: $124,310

● Destinations, December,estimated value: $2,525

● Satellite feeds. Last year, the department coordinated live satellite feeds during the Mount Rushmore fireworks and the Custer State Park Buffalo Roundup. Both resulted in widespread national coverage. Because of these successes, we will again coordinate satellite feeds at both events, as well as other high-profile events in 2001.

● National Tourism Week.National Tourism Week will be celebrated May 6-12. The department will sponsor an educational/awareness campaign during that week.

● Newsletter. Three times during the year (spring/summer, fall and winter), travel writers will receive the Travel Trade Newsletter. The newsletter is designed to keep our name in front of the media and to keep them up-to-date on travel developments in the state. It includes information

on new attractions, upcoming events and itineraries, and it contains a special section with tips for travel writers.

● Web site. During the year ahead, we will build a Web site

specifically for members of the media:

mediasd.com. It will be a one-stop shop for travel media – containing press

releases, story ideas, featurestories, photos and the most up-to-date information about traveling in South Dakota.

South Dakota made national news headlines with the July 3, 2000, fireworks at Mount Rushmore’s Independence Day celebration. The Department of Tourism broadcast live images of the event that ran on morethan 100 television broadcasts nationwide. Hits included CNN’s “Morning News,” NBC’s “Nightly News,” ABC, FOX, ESPN, and network affiliates throughout the country including Washington, D.C., Dallas, Detroit, Philadelphia and San Francisco.


● Host a travel writer (or an entirefam) at your attraction, restaurant or accommodation. The resulting publicity could mean a boost in business!

Hostings of travel media resulted in more than $2.5 million in free publicity for South Dakota in FY2000.

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Important DatesMay 6-12 National Tourism WeekMay 19-23 Society of American Travel Writers,

Western Chapter Meeting, Rapid CityJune 6-10 Society of American Travel Writers,

Central States Chapter Meeting, Fort Worth, Texas

September 4-9 Society of American Travel Writers Annual Conference, Bermuda

FOR INFORMATIONMark Kayser, Media Relations ManagerMary Stadick Smith, Communications CoordinatorMichele Ganschow, Media Relations Assistant(605) 773-3301 [email protected] [email protected]@state.sd.us

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✖ 2001 INDUSTRY CALENDAR

January 12-21 Cincinnati Travel, Sports & Boat Show, Cincinnati, Ohio

January 27 Lewis and Clark Interpreter Training Workshop, Watertown

January 27- American Bus Association February 4 Marketplace, Baltimore, Md.

February 3-11 Eastern Sports and Outdoor Show, Harrisburg, Penn.

February 6 South Dakota Corps of Rediscovery Meeting, Pierre

February 14-18 Borsa International Tourismo Exchange, Milan, Italy

February 16-25 Indianapolis Boat/Travel Show, Indianapolis, Ind.

February 23-24 AFCI Location Expo, Los Angeles, Calif. February 28- Destinations 2001, London, England

March 1March 3-7 International Tourism Bourse, Berlin,

GermanyMarch 8 Paris press missionMarch 15-20 Rocky Mountain International Roundup

Pre-Fam, S.D.March 16-25 Milwaukee Journal Sentinel Sports

Show, Milwaukee, Wisc. March 16-25 Northwest Sportshow, Minneapolis,

Minn. March 20-24 Rocky Mountain International Roundup,

Sun Valley, IdahoApril 23-26 National Lewis and Clark Bicentennial

Council Planning Meeting, Omaha, Neb.April 25-May 1 Group Tour Operator Fam, S.D. May 4-5 Rocky Mountain International Summit

Meeting, Orlando, Fla. May 4-12 Fam tour for Information Center

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May 5 South Dakota Corps of Rediscovery Meeting, Yankton

May 5-9 TIA International Pow Wow, Orlando, Fla.

May 6-12 National Tourism WeekMay 17-19 Lewis and Clark Fam, St. Louis to

Montana (S.D. dates only)May 19-23 Society of American Travel Writers,

Western Chapter Meeting, Rapid CityMay 21 South Dakota Interstate Information

Centers openJune 2-6 Outdoor Writers of America Conference,

St. George, UtahJune 4-7 Pilgrim Tours Group Leader Fam, S.D.June 6-10 Society of American Travel Writers,

Central States Chapter Meeting, Fort Worth, Texas

July 18 South Dakota Corps of Rediscovery Meeting, Mobridge

August 5-8 Lewis and Clark Trail Heritage Foundation Annual Meeting, Pierre

September 4-9 Society of American Travel Writers Annual Conference, Bermuda

September 5-8 Rocky Mountain International Mega Fam (S.D. dates only)

September 19-23 Association of Great Lakes Outdoor Writers, Sault Ste. Marie, Mich.

November Visit USA Italian Showcase (tentative) November 9-14 National Tour Association Annual

Convention, Houston, TexasNovember 12-15 World Travel Market, London, England November 17 South Dakota Corps of Rediscovery

Meeting, ChamberlainJanuary 16-17, South Dakota Governor’s Conference

2002 on Tourism, Pierre

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