Great Events Campaign: TOURISM Responsibilities

PRIOR to selection:

• The Great Events selection committee will choose four (4) events from the applicants based in-part on the following criteria.
  • Event must be at least two (2) days in length.
  • Event must occur annually.
  • Event must be unique: Traditional holiday events such as Memorial Day Parades and 4th of July Celebrations are considered non-unique events.
  • Event must have visitor appeal and growth potential.
  • The event may occur anytime during the year.
  • Non-profit events only. Religious, political or for-profit events are not eligible.
  • Event may be part of the Great Events campaign for no more then three (3) consecutive years.

DURING preparation for the event: South Dakota Office of Tourism duties.

• The South Dakota Office of Tourism will notify all applicants of the Great Events selection committee decisions.
• The South Dakota Office of Tourism will create and distribute press releases announcing the selected Great Events: One (1) generic press release to all in-state media will list all selected events and one (1) individual press release for each specific event will be provided for media in the event area.
• The South Dakota Office of Tourism will set up initial planning meetings with Event Organizers to create a marketing plan.
• The South Dakota Office of Tourism and Event Organizers will create a marketing plan, based on: discussions from initial planning meetings; and appropriate research to ensure marketing is targeted to the appropriate audience(s). The marketing plan will be complete with timeline/deadlines, advertising information, public relations information, design information, budget information and media contacts. Plan will include responsibilities/timelines for both Event Organizers and the South Dakota Office of Tourism.
• The South Dakota Office of Tourism may be available, at the request of the Event Organizers to meet with community and business leaders to discuss opportunities for involvement and betterment of the event (i.e. Co-op marketing programs, etc.)
• The South Daktoa Office of Tourism will commit marketing funds for each event based on the development of the marketing plan and overall event budget.
• At least 85% of the South Dakota Office of Tourism funding will be utilized for marketing efforts with an emphasis on new markets for the event. No more than 15% of South Dakota Office of Tourism funding may be used for event operation. These funds will not be used for normal and/or routine administrative costs.
• The South Dakota Office of Tourism will execute the marketing plan according to the designated timelines to ensure deadlines are met.
• The South Dakota Office of Tourism will communicate with Event Organizers to work together for the success of the event.
• The South Dakota Office of Tourism will communicate with Event Organizers to work together for the success of the event.
• The South Dakota Office of Tourism may provide a staff photographer to photograph the event.

AFTER the event: South Dakota Office of Tourism duties.

• The South Dakota Office of Tourism will distribute follow-up evaluation forms to Event Organizers.
• The South Dakota Office of Tourism will analyze tracking information to determine if event goals were met.
• The South Dakota Office of Tourism will use evaluations, tracking information, Event Organizers feedback, and other sources to analyze the success of the event and incorporate positive/negative lessons from the event into future Great Events campaigns.