January 2007
MEMORANDUM TO: Richard Benda
DATE: February 6, 2007
FROM: Billie Jo
Waara
SUBJECT: Tourism’s January Monthly
Status Report
You may download and print the entire
January Report in Adobe Acrobat (PDF).
Contents:
2010 Initiative
Governor's Conference on Tourism
Agri-cultural and Heritage
Tourism
Media & Public Relations
Industry Relations
Trade Sales Group Tour/International
Outdoors
Film Office
Information Centers
Hospitality
Inquiries
Native American Tourism
Photo/Video
Travel Market Advertising
Winter Campaign
World Wide Web
Research
Staffing
Great Events 2007
Governor's Tourism Advisory Board
Tourism Office Funding
2010 INITIATIVE
Please refer to
www.2010Initiative.com for updates.
Or, review Tourism`s
January summary report to
Secretary Benda.
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2007 GOVERNOR'S CONFERENCE ON TOURISM
Conference highlights included presentations of two annual Tourism awards by
Governor Rounds: Ben Black Elk award to Sylvia Henkin, Sioux Falls; and the
George S. Mickelson Great Service Award to Big Thunder Gold Mine, Keystone,
accepted by co-owner Sandy McLain.
Distributed the Annual Report, which contains statistics from Tourism’s web
sites, Economic and Fiscal Impacts Study, Inquiry Report, Intercept Study, and
Revenue Report. The report is available by contacting the Office of Tourism or
online at SDVisit.com.
Coordinated signing by the Governor of the two new poster designs, Badlands and
Missouri River, which were framed and given away during the Thursday banquet.
Each poster image is for sale through the Office of Tourism for $5 as are the
two images introduced in 2006 – Falls Park and Mount Rushmore.
Gathered comment cards from each session and will compiled for staff review to
begin planning the 2008 conference.
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AGRI-CULTURAL AND HERITAGE TOURISM
Completed Tourism’s comment portion of a community assessment on Lake
Preston. Reports submitted by all members of the team will be combined into a
final draft for the community.
Plan to attend a meeting in the Glacial Lakes & Prairies region in March to
discuss tourism opportunities for hunting and fishing businesses.
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MEDIA & PUBLIC RELATIONS
Handled media calls and fulfilled requests for information from the Argus
Leader, Midwest Living magazine, De Smet News, Travel Queen radio show, Rapid
City Journal, South Dakota Public Radio, AAA Home & Away magazine, KELO-TV, KSFY-TV,
KTIV-TV, Ethanol Producers magazine, several MediaSD.com inquiries. (Interviewed
with KELO, Ethanol Producers magazine, Travel Queen Radio show, and the Argus
Leader.)
Distributed press releases to outdoor writers: “Camping the South Dakota Way;”
to national travel writers: “Snow Sports” and “South Dakota Part of Hot Spa
Trend;” to film industry media: “Planning a shoot in South Dakota;” to in-state
media (posted to www.MediaSD.com and the State News Web): Intercept Study, South
Dakota Travel Monitoring System, Ethanol promotion results, Governor’s tourism
industry awards, Governor’s million dollar challenge, 2006 economic impact,
board member elections, and continuation of Uniquely SD series that highlights
counties (Douglas, Edmunds and Fall River).
Compilation of earned media shows the following: January: estimated ad value of
$12,126.44 and circulation of 330,763; 2006: estimated ad value is $528,983.23
with circulation of 11,456,439.
Worked on acquiring information on travel and outdoors writers to build an
online newsroom as well as to offer opportunities for fam tours. Followed up
with journalists interested in fam tours and/or writing about South Dakota.
Continued preparation for media blitzes: Green Bay – February 26-March 1; Denver
– March 12-15; and Minneapolis – March 26-29.
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INDUSTRY RELATIONS
Attended a consumer travel show in Chicago.
Assisted consultants with preparations for four travel shows they will attend
and represent South Dakota and members of the four tourism regions.
Developed guidelines for Tourism’s travel booth and booth photos when loaning to
other entities.
Held a session at the 2007 Tourism Conference to discuss the new co-op marketing
kit and the co-op marketing opportunities Tourism offers.
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TRADE SALES GROUP TOUR/INTERNATIONAL
Drafted and discussed a meeting and convention co-op proposal with members of
the South Dakota Association of CVBs: creation of a new brochure and webpage and
expanded advertising in meeting/convention magazines. CVBs will review and make
suggestions for changes/modifications to the proposal. Discussed ideas for peak
season co-op marketing, coordinated by Tourism and dropped/mailed to targeted
markets/households: Events Direct mailer, at no cost for partners. Each city
could submit five events taking place from May through September. The other is a
Local Flavor Co-op mailer, which would be fee-based. The mailer could include
travel specials, events, and attractions with up to 50 words per pictures. The
third peak idea is marketing ideas for See South Dakota Week in May. Each CVB
was asked to submit their proposal by March 15, which Tourism would match up to
$1,000. See America Week would include a local public relations effort with
radio stations/media interviews.
Finished revisions of the Group Tour Planning Guide and sent files to printer
with an order for 4,800 guides. Covers, divider tabs, and the opening six pages
will be printed in 4-color and the remaining 124 pages will be printed in
two-color.
Assembled, routed, and sent the January Travel Trade E-newsletter via
VerticalResponse.com to 66 AAA and travel agent recipients. Finalized and mailed
postcards to 1,400 travel agents to explain the value of our www.TravelSDcom/travelagent
site which will be active on February 1 and encouraged them to sign up for the
monthly Travel Trade E-newsletter. Fulfilled requests for information from AAA
offices in Kentucky, Ohio, Oklahoma, and Wisconsin.
Finalized Trade Blitz plans: Green Bay – February 26-March 1; Denver – March
12-15; and Minneapolis – March 26-29.
Attended and hosted Rocky Mountain International (RMI) staff (domestic and
international), 26 international group tour operators, 71 suppliers from
Wyoming, Montana, Idaho, and South Dakota, and office staff from partner states
to RMI Roundup in the Black Hills with meetings in Hot Springs and Deadwood.
Tour operators attended an optional pre-fam day to major attractions and tours
of Hot Springs or Deadwood and all tour operators attended marketplaces in each
host city to meet with suppliers.
Reviewed copy for Real America Guide, the main sales piece for RMI partners.
Requested 50 appointments for the Bank Travel Conference. Made travel
arrangements for the African American Travel Conference. Worked on getting one
more industry booth partner for the TIA Pow Wow.
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OUTDOORS
Was an exhibitor for Pheasant Fest 2007 in Des Moines. Majority of those
visiting the booth were interested in outdoor information. Was a guest on
Outdoors Dan Radio Show. Event will be in St. Paul in 2008.
Attended the SHOT Show in Orlando. Met with members of the media, including
Field and Stream, Babe Winkelman Productions, Byers Media, Outdoor Guide
magazine, Upland Almanac, TSB Outdoors, Ron Schara Enterprises, The NSSF, POMA,
OWAA, and Pheasants Forever. SHOT Show will be held in Las Vegas for the next
seven years.
Discontinued the Outdoor News mailing; shifting focus to online story starters
via e-mail to select distribution lists.
Plan to host up to 10 writers on an Ice Fishing Fam tour in northeast South
Dakota in February. Will base out of Webster and fishing on Waubay and Lynn
Lakes. Journalists to be hosted include: Adam Johnson (with cameraman Casey
Dingles), AJO Media; Bill Sherck, Minnesota Bound television; Larry Myhre, Sioux
City Journal; Larry Porter, Omaha World Herald; Jim McDonnell, Iowa
Publications; Gary Howey, Sportsman’s Adventures Television; and Berdette Zastro,
Argus Leader. Continued working on spring hunt with P.J. Perera, NWTF.
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FILM OFFICE
Fulfilled information requests from Markee magazine and the Travel Channel.
Continued working with location scout and other members of the production crew
for National Treasure 2.
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INFORMATION
CENTERS
Notified Bureau of Personnel to post job openings for the 2007 season for
Information Center travel counselors. Sent press releases regarding the
openings. Have received 81 applications, to date.
Participated in a discussion with information center managers from other states.
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HOSPITALITY
Reviewed hospitality nominations and sent notifications to recipients. For
2006, 618 individuals/businesses received recognition for hospitality with the
Governor’s Certificate; 93 received the foil star for a second recognition; and
42 received a gold lapel pin for a third recognition.
For January 2007, 22 individuals/businesses received recognition for hospitality
with the Governor’s Certificate and 10 received the foil star for a second
recognition.
Coordinated printing of George S. Mickelson Great Service Award plaque, which
was presented to Sandy McLain, Keystone, co-owner of the Big Thunder Gold Mine
at the Tourism Conference banquet.
Gave two presentations at the Tourism Conference on the Great Service STAR
program.
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INQUIRIES
Total FY2007 Inquiries through 02-01-07:
Mail: 11,176
Internet (e-mail): 45,041
Phone: 5,012
Total: 61,229
Total FY2006 Inquiries through 02-01-06:
Mail: 13,628
Internet (e-mail): 39,314
Phone: 5,946
Total: 58,888
For fiscal year 2007, there is an overall increase in inquiries of 4.0
percent over FY2006.
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NATIVE AMERICAN TOURISM
Briefed Aske Whitebird, Tribal Government Relations, on Tourism’s efforts
with tribal leaders and Tourism representatives since she is going to work with
Tourism on our tribal tourism efforts.
Worked on agenda for Tribal Tourism Roundtable set for February 13.
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PHOTO/VIDEO
Fulfilled requests for photos/slides to Lawrence and Schiller, Outdoor
Campus, Regency Hotels, Sioux Falls; South Dakota magazine, Southeast South
Dakota Tourism Association, Yankton; Lennox Independent newspaper; Dakota
Outdoors magazine, South Dakota Lottery, South Dakota State Historical Society,
Pierre; Black Hills Passion Play, Spearfish; TDG Communications, Four Aces
Hotel, Deadwood; Minuteman Missile National Historic Site, Interior; Riddles
Group, Rapid City; WindRush, Watertown; River Junction Press, Nebraska; U.S.
Dept. of Justice, Washington, DC; USAF Flying Class Reunion, Texas; Associate
Press, Iowa: Brian Lanker/Sockeye Studios, Oregon; and Great Plains Game and
Fish Magazine, California.
Contacted members of the visitor industry for suggestions of what to include on
the video shoot hit list.
Fulfilled requests for video dubs and loans: Sent stock footage to the South
Dakota National Guard in Rapid City for a conference video they are producing
and to Historical Footprints in Lead for a video they are working on for the
Journey Museum in Rapid City.
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TRAVEL MARKET ADVERTISING
Assembled and sent the January issue of Travelsmart, which was received by
177,762 list members.
The following Giant Step ads were finalized and shipped for April issues; theme
of ad is noted: Buffalo, Child; Badlands, Wondertime; Rushmore (w/ Grandma),
Family Circle; Fishing (w/ Grandpa), Family Fun; and Rushmore (Family),
Ladies
Home Journal.
Shipped following full-page ads with theme and issue noted: Rushmore Kid
full-page ad, Midwest Living, April issue; Chief Dave, Cabin Life, April issue;
Rushmore Kid, Cabin Life, May issue; and
Travel Marketing Group Midwest Vacation Guide ad.
Mailed letter and registration form for the 2007 Great Getaways Newspaper
Insert, which will have a new format – three full-color, magazine-style
marketing pieces for the peak season insertion in newspapers in Iowa, Nebraska,
Minnesota and South Dakota. In addition partners will be separated by geographic
area: one piece will cover the northeast, one will cover central South Dakota,
and the other will cover the southeast. Each piece will have a circulation of
660,000 with drop dates of May 2 through May 20. Each partner receives 40 words
of copy, including phone number and e-mail and/or web address and a color photo.
Cost to participate is $400. Listings for B&B’s and waterfront resorts will be
$120 per property.
Finalized media markets for peak: Tier 1 – Chicago, Eau Claire, Green Bay,
Milwaukee, Charleston, West Virginia, and Deadwood co-op in Denver, Casper, and
Cheyenne. Tier 2 – Des Moines, Mankato, Minneapolis/St. Paul, Omaha; and Tier 3
– Fargo, Bismarck, Sioux City, and Sioux Falls.
Finished revisions and file preparation for the 07-08 Vacation Guide and sent
files to printer. Completed Vacation Guides will arrive in South Dakota in late
February.
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WINTER CAMPAIGN
Worked on direct mail piece to be sent in February.
Worked on TV spot for airing in South Dakota during the Super Bowl. Have
partnered with others in a general spot currently being aired, which gives
viewers a change to sign up for giveaways through KELO as the Super Bowl will be
aired on CBS.
Updated snowmobile trail report two to three times a week on the snowatts line.
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WORLD WIDE WEB
On TravelSD.com: Visitor Services Directory has 5,043 entries; and 49
vacation packages/travel specials. From January 1-28, 48 e-postcards were sent
by consumers. The state-wide Calendar of Events has 575 listings. Began updating
the “Plains Indian” section (under “Only in SD”) based on the recently updated
“Guide to the Great Sioux Nation.”
Reviewed mockups for Experience pages, Tour Guide, Trip Planner and Homepage as
part of the enhancements plan for TravelSD.com.
On Tourism’s industry site at SDVisit.com, posted and updated information under
the following headings: Industry Marketing Programs – Million Dollar Challenge
as well as a PDF of the application form, Co-op Programs, including PDFs of two
different registration forms for the Great Getaways Newspaper Insert program and
the updates for the programs per the Co-op Marketing Kits that were distributed
at the Tourism Conference, Publications includes the 2007 Tourism Assistance
Directory under Publications, Hospitality – Great Service STAR – PDF of
nomination form for Governor’s Hospitality and Certificate and list of STAR
designees for 2007; Industry News – Updated the industry calendar for 2007;
Marketing Campaigns – Winter 2006-2007 campaign including links of PDFs of print
pieces and the e-newsletters Travelsmart, Travel Trade, FYI; Reference Tools –
Annual Report, Annual Conference, information and photos of the tourism board
and officers, text and photos from the awards presentations to Sylvia Henkin for
the Ben Black Elk Award and Sandy McLain from Big Thunder Gold Mine for the
George S. Mickelson Great Service Award, and the notes from the brainstorming
sessions at the conference, and the online conference evaluation form; and
Research – 2006 Economic and Fiscal Impact Study final report and other annual
reports.
On Tourism’s Press Site at MediaSD.com, posted photos of the Tourism award
winners, including a link from the homepage, images of the new Tourism posters,
and the Uniquely South Dakota series (i.e. Douglas, Edmunds, and Fall River
Counties).
On the Film Office Site at FilmSD.com, posted press releases/stories about the
PBS casting call and the other about the article in P3/Production Update
magazine including a PDF of the article; and updated the “Crew & Service
Listings” keyword search function.
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RESEARCH
Presented preliminary results from a research company called RUF to the
Tourism Advisory Board. Data and elements/demographics/most typical attributes
of the “top cluster” of visitors (Top Traveler Profile) to South Dakota, per
Tourism’s inquiry database over the past three years, was reviewed in accordance
with identifiers established by RUF into clusters. RUF bases elements of each
cluster through data they’ve segmented from 150 million records they’ve
collected for their Customer Relationship Management program – who, where from,
prospects. This data and these clusters were reviewed and Tourism has refocused
some of its target markets and media schedules.
Held conference call with Black Hills Center for Tourism Research to discuss
improvements to our Web Log File process and accuracy in reporting data each
month.
Finalized Focus Group plans and locations: Mankato on February 8, Sioux City on
February 13, and Oshkosh on February 15. Reviewed plan for focus group screener
and copy for moderator’s guide.
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STAFFING
Tourism welcomed Ashley Brassfield, originally from New Underwood and a
recent Dakota State University graduate, as the newest member of Tourism's
Creative Strategies team; Tim Binder, University of South Dakota graduate and
research assistant at USD, as the new Marketing Research Analyst with Tourism's
Research and E-Commerce team; and Lesa Jarding, a Humboldt native and recent
graduate of South Dakota State University, as the new Film and Media
Representative.
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GREAT EVENTS 2007
Czech Days, June 14-16, Tabor: Continued working on design ideas for
event logo for presentation to the local committee for input. Completed
brochure. Information on Czech Days went live TravelSD.com. Sent e-mail to tour
operators on event activities. Plan to attend local committee meeting in
February.
Corn Palace Stampede Rodeo, July 19-22, Mitchell: Drafted copy for
TravelSD.com to include schedule of events. Sent e-mail to tour operators on
event activities.
Wheels & Wings Weekend featuring Sizzlin' Summer Nights, August
25-26, Aberdeen: Drafted copy for TravelSD.com to include schedule of events.
Mickelson Trail Trek, Mickelson Trail, September 14-16, Black Hills:
Drafted copy for TravelSD.com
to include schedule of events. Plan to attend local committee meeting in
February.
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GOVERNOR'S TOURISM ADVISORY BOARD
Board met in Pierre. Current officers were reelected to serve one more year:
George Kessler as President and John Brockelsby as Vice President/President
elect. The agenda for the joint meeting with the four regional tourism
associations consisted of marketing reports and plans for FY08. Office of
Tourism reviewed their winter marketing campaign, peak season, market research,
and funding. Tom Blair, Chair of the Forest Service Advisory Board, for the
Forest Plan Management of the Black Hills National Forest updated the group on
the status of public hearings and a Task Force to draft rules for off-road
vehicle recreation management.
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TOURISM OFFICE FUNDING
Deadwood gaming revenue deposited for December was up 17.7 percent at
$214,289, as compared to $181,990 for December 2005. The tourism tax deposited
for December was down 2.3 percent at $266,156, as compared to $272,393 for
December 2005. The deposits for FY07 for gaming and the tourism tax are
$5,784,613, as compared to $5,560,662 for FY06. This is an overall increase in
revenue of 4.0 percent when comparing the same time period in FY06.
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