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November 2006 - 2010 Initiative Summary
You may download and print the
November 2010 Summary in Adobe Acrobat (PDF).
Accomplishing the 2010 Initiative will take the Office of Tourism, the visitor industry and
the State of South Dakota to a whole new level. I welcome your feedback and
suggestions regarding this summary report. The second page of this report
highlights key statistics from the South Dakota Travel Monitoring System (sdvisit.com).
GOAL ONE: Double Visitor Spending from $600 Million to $1.2 Billion by 2010
| Tourism Office Funding Update: |
October 2005 |
October 2006 |
% Change |
| Deadwood Gaming Tax |
$219,248 |
$285,866 |
30.4% |
| Tourism Promotion Tax |
$517,082 |
$514,353 |
- 0.5% |
| Total
Monthly Deposits |
$736,330 |
$800,219 |
8.68% |
| FYTD 2007 vs. 2006 |
$4,475,572 |
$4,651,544 |
3.9% |
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1A. Change the way we market South Dakota
- Giant Step Cooperative Marketing: For the 2007 consumer marketing
campaigns, the Giant Step program has been increased from 36 partners to 40.
Listed below are the publications included in the 2007 Giant Step Program:
- Family Fun, April, May and June issues; Circulation: 263,474;
- Wondertime, April and June issues; Circulation: 400,000;
- Child, April, May and June issues; Circulation: 85,624;
- Family Circle, April, May and June issues; Circulation: 447,450;
- Ladies Home Journal, April, May and June issues; Circulation:
449,000;
- Midwest Living, May and July issues; Circulation: 925,000;
- Arthur Frommer's Budget Travel, April issue; Circulation: 132,300;
- Cabin Life, April and May issues; Circulation: 85,000;
- Field & Stream, May and June issues; Circulation: 1,500,000;
- Travel + Leisure Family, May issue; Circulation: 500,000;
- Travel 50 + Beyond, June issue; Circulation: 115,000;
1C. . . .greater use of partnerships and cooperative efforts
- Agri-cultural Heritage Tourism Conference: Co-sponsored this event
in Sioux Falls and discussed ways to create and enhance partnerships between
tourism, culture, arts and history across the state.
- Interagency Cooperation: Lead the development and coordination of
round table discussion between the Office of Tourism and the Departments of
Agriculture, Transportation, and Game, Fish & Parks to meet and openly discuss
projects, issues, opportunities, etc. that impact the state’s Tourism
industry.
- Film Office: Attended and hosted reception at the American Film
Institute film festival in Los Angeles with partner states in the Film the
West consortium: Montana, Wyoming, and Idaho.
1E. Capitalize on the existing outdoor opportunities in our state
Media Activity Highlights:
- Hosted following journalists and/or set up hunts: Mike Hegedus, CNBC “On
the Money;” Harry Canterberry, Adventure Sports Outdoors; Glenn Sapir and Bill
Brassard, NSSF; Jeff Frischkorn, Omaha World Herald; and Larry Chesney,
Sporting Classics magazine.
- Distributed media survey to 790 travel writers and other journalists and
made follow-up calls.
- Edited/updated Custer State Park article for Trailer Life magazine, a
publication catering to owners of campers and motorhomes.
- Handled media calls and fulfilled requests for information from Louisiana
Public Broadcasting; Iowa Public Broadcasting; Orchard Entertainment; Hy-Vee
Seasons Newsletter; Craig Sorenson, owner of two South Dakota hunting lodges,
for marketing and promotional opportunities; and Wisconsin Rifle & Pistol
Association on pheasant and prairie dog hunting seasons.
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South Dakota Travel Monitoring Indicators
Summary of the Most Current Information Available as of 12/11/2006
|
STR
Overnight Stays |
| |
2005 |
2006 |
% Change |
| August |
491,668 |
489,042 |
-0.53% |
| September |
405,750 |
432,709 |
6.64% |
| October |
387,360 |
395,249 |
2.04% |
| 3-Month Total |
1,284,778 |
1,317,000 |
2.51% |
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STR Room
Rates |
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2005 |
2006 |
% Change |
| August |
$84.55 |
$85.49 |
1.11% |
| September |
$61.01 |
$63.36 |
3.85% |
| October |
$59.91 |
$61.53 |
2.70% |
| 3-Month Avg. |
$68.49 |
$70.13 |
2.39% |
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Aggregate
Attractions Attendance |
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2005 |
2006 |
% Change |
| August |
856,717 |
777,659 |
-9.23% |
| September |
374,191 |
388,591 |
3.85% |
| October |
43,316 |
40,399 |
-6.73% |
| 3-Month Avg. |
424,741 |
402,216 |
-5.30% |
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State Park
Attendance |
| |
2005 |
2006 |
% Change |
| August |
1,027,015 |
1,007,026 |
-1.95% |
| September |
630,778 |
612,798 |
-2.85% |
| October |
330,654 |
347,727 |
5.16% |
| 3-Month Avg. |
662,816 |
655,850 |
-1.05% |
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Regular
Unleaded Gasoline Prices |
| |
2005 |
2006 |
% Change |
| August |
$2.45 |
$2.91 |
18.78% |
| September |
$2.86 |
$2.50 |
-12.59% |
| October |
$2.69 |
NA |
0.00% |
| 3-Month Avg. |
$2.67 |
NA |
0.00% |
Lodging Rates and Prices: Figures are obtained from Smith Travel
Research (STR) (http://www.smithtravelresearch.com/), a firm that monitors the
performance of lodging establishments throughout the U.S. Only facilities that
rent nightly and have 15 or more guestrooms are monitored. Facilities that
operate seasonally are monitored during the months in which they are open. STR’s
South Dakota panel consists of 162 properties. The panel includes many of the
larger properties in the state. The 162 facilities in STR’s panel represent 36%
of the 451 lodging facilities in South Dakota that contain 15 or more rooms; the
12,138 guest rooms in the STR panel represent 53% of the 22,802 guest rooms in
South Dakota lodging facilities that contain 15 or more rooms.
State Park Attendance: Statistics are estimated attendance figures obtained from
the Parks and Recreation Division of the South Dakota Department of Game, Fish
and Parks. They are estimates derived through such means as mechanical traffic
counters and are not head-counts like those recorded by many commercial tourist
attractions.
Aggregate Attractions Attendance: Aggregate attractions attendance figures are
the sum of monthly attendance reported by members of the South Dakota Travel
Monitoring System Attractions Panel, plus statistics on recreation visits to
each of the five National Park System units in South Dakota (Badlands National
Park, Jewel Cave National Monument, Minuteman Missile National Historic Site,
Mount Rushmore National Memorial, and Wind Cave National Park).
Gasoline Prices: Data are conventional regular gasoline prices from the U.S.
Energy Information Administration, obtained from http://tonto.eia.doe.gov/dnav/pet/hist/mg_rco_usm.htm.
“Conventional” means finished motor gasoline exclusive reformulated gasoline
blendstock for oxygentate blending as well as other blendstock. Every Monday,
retail prices for gasoline are collected by telephone from a sample of
approximately 900 retail gasoline outlets. The prices are published by 5:00 P.M.
Monday, except on government holidays, when the data are released on Tuesday
(but still represent Monday's price). The reported price includes all taxes and
is the pump price paid by a consumer as of 8:00 A.M. Monday. This price
represents the self-serve price except in areas having only full-serve. The
price data are used to calculate weighted average price estimates at the city,
state, regional and national levels using sales and delivery volume data from
other EIA surveys and population estimates from the Bureau of Census.
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