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June 2007 - 2010 Initiative Summary
You may download and print the
June
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. We welcome
your feedback and suggestions regarding this summary report. The last section of
this report highlights key statistics representing the visitor industry compiled
by the Research and Marketing team.
GOAL ONE: Double Visitor Spending from $600 Million to $1.2 Billion by 2010
| Tourism Office Funding Update: |
May
2006 |
May
2007 |
% Change |
| Deadwood Gaming Tax |
$214,687 |
$230,641 |
7.43% |
| Tourism Promotion Tax |
$190,663 |
$204,725 |
7.38% |
| Total
Monthly Deposits |
$405,350 |
$435,366 |
7.40% |
| FYTD 2007 vs. 2006 |
$7,592,865 |
$8,044,100 |
5.94% |
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1A. Change the way we market South Dakota
- Internet Marketing: Developed a direct mail piece with four
themes/images that matched landing pages on
www.TravelSD.com.
Postcards were sent to 155,000 consumers in our target market on June 25.
Besides encouraging consumers to visit South Dakota, they could sign up for a
vacation package giveaway or request a vacation guide.
- Media Contacts: The recently launched interactive Newsroom on
www.TravelSD.com
provides media with the latest news, story tips, press releases, a photo
gallery, and a Reporter’s Toolbox. Part of the design and development of the
Newsroom came from media across the country who responded to an online survey.
The other innovation includes a CD press kit, which was also announced to
international journalists and the staff at overseas offices of Rocky Mountain
International.
1C. . . .greater use of partnerships and cooperative efforts
- Million Dollar Challenge grants: Tourism will present more
challenge applications to the Governor’s Tourism Board at their meeting in
July. Thirteen applications have been approved, and $268,350 remains in the
challenge fund at this time.
- South Dakota Film Festival: Met with Troy McQuillen and Tom Black,
Aberdeen, regarding South Dakota Film Festival and the Office of Tourism’s
role, including marketing of the event.
- South Dakotans for the Arts and the South Dakota Arts Council: Set
up a meeting in July to discuss a new tourism publication. Contacted a
business leader in Sioux Falls about the new publication and opportunities
Tourism could offer the Sioux Falls Art network.
- Independence Day Celebration at Mount Rushmore National Memorial:
Designed the flyer to promote the July 3 and 4 Celebration. Flyer was printed
by Mount Rushmore National Memorial Society. Tourism also donated a monetary
gift and coordinated national satellite broadcasts.
1E. Capitalize on the existing outdoor opportunities in our state
- Media Activity Highlights: Compilation of earned media: June –
estimated ad value of $235,795 (circ. of 11,854,570); 2007 – estimated ad
value of $428,871 (circ. of 15,632,551); and Fiscal Year 2007 – estimated ad
value of $968,473 (circ. of 27,148,264).
- Filming Activities: Assisted the History Channel: Lost Worlds while
they filmed on location in Deadwood. The economic impact of the crew is
estimated to be $315,000.
Office of Tourism Statistics for June
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