March 2007
MEMORANDUM TO: Richard Benda
DATE: April 9, 2007
FROM: Billie Jo
Waara
SUBJECT: Tourism’s March Monthly
Status Report
You may download and print the entire
March Report in Adobe Acrobat (PDF).
Contents:
2010 Initiative
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
Publications
World Wide Web
E-Commerce
Research
Logo Usage
Summer Internships
Governor's Tourism Advisory Board
Great Events 2007
Tourism Office Funding
2010 INITIATIVE
Please refer to
www.2010Initiative.com for updates.
Or, review Tourism`s
March summary report to
Secretary Benda.
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AGRI-CULTURAL AND HERITAGE TOURISM
Attended a meeting at Fort Sisseton to discuss tourism opportunities in that
area. Attended the Fort Sisseton Commission meeting in Pierpont.
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MEDIA & PUBLIC RELATIONS
Handled media calls and fulfilled requests for information from the Wall
Street Journal, Washington Post, Marquee magazine, and several MediaSD.com
inquiries. Provided South Dakota Wine Industry references to Wall Street Journal
writer. Referred names of chefs to New Jersey writer working on the book, “Chefs
Behind Today’s Television Series and Movies.” Interviewed by American Cowboy and
National Geographic Traveler magazines.
Scheduled appointments with 15 media professionals in Denver and seven in
Minneapolis to discuss South Dakota’s story opportunities; completed follow-up
regarding each writer’s subject(s) of interest. Appointments included Major
League Marketing, Denver Post, Orion Multimedia, Mile High Magazine, Rocky
Mountain Sports Magazine and freelance writers in the Denver area. In
Minneapolis, appointments included Star Tribune, Snowgoer/ATV sport magazines,
and Pheasants Forever. Invited writers from Denver and Minneapolis media blitz
to consider joining the June media fam.
Drafted letter and sent gifts to The Ellen DeGeneres Show, inviting her to film
a segment at Mount Rushmore National Memorial.
Worked with Alan Madison and his TV crew from the Emeril Live Show on the Food
Network. They came to South Dakota to do a story on a contest winner and
contacted Tourism for more story ideas. Worked with Keith Wintersteen from the
Black Hills, and as a result the crew was in South Dakota one day longer than
they had planned. The show will air in November.
Sent press releases to following: outdoors writers – “South Dakota Spring
Hunting Season…For the Birds;”
national travel writers – “South Dakota Golf: Abundant, Affordable, Amazing;”
in-state media – Uniquely SD series that highlights counties (Hand, Hanson,
Harding and Hughes); and nine industry releases posted to MediaSD.com – National
Treasure: Book of Secrets Announces Casting Call Press Release, Travelsmart:
Golf in South Dakota, Filming Location Destination, SDSU Student Film Festival,
and SeeTheGlobe.com.
Compilation of earned media: March – estimated ad value of $88,202 with
circulation of 2,504,640; 2007 – estimated ad value of $157,167 with circulation
of 3,235,975; and Fiscal Year 2007 – estimated ad value of $696,140 with
circulation of 14,692,414.
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INDUSTRY RELATIONS
Will set up meetings with people/projects that received approval for the
Fiscal Year 2008 Governor’s Million Dollar Challenge applications.
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TRADE SALES GROUP TOUR/INTERNATIONAL
Mailed the 2007-2008 Group Tour Planning Guide to 2,800 domestic and Canadian
tour operators and travel agents on our database that have requested
information. Mailed 2,000 coupons to request the new Planning Guide to group
tour operators and travel agents on our database who have not previously
requested it and which provides a list from which they can request additional
information. Mailed the Planning Guide to 220 South Dakota participants that
have listings in the guide. Mailed Group Tour Co-op piece and coupon to request
additional information to 4,500 group tour operators and travel agents on
database.
Reviewed effectiveness of the Travel Trade e-newsletter mailing to tour
operators and AAA/CAA offices. Considering another postcard mailing to travel
agencies to encourage them to sign up for Travel Trade.
Assembled, routed, and sent the Travel Trade E-newsletter, which was received by
140 list members.
Fulfilled requests for information from AAA/CAA offices in California, Colorado,
Connecticut, Iowa, Illinois, Indiana, Kentucky, Massachusetts, Michigan,
Minnesota, Missouri, Mississippi, North Dakota, Nebraska, New Jersey, New
Mexico, New York, Ohio, Oklahoma, Oregon, Pennsylvania, Tennessee, Texas,
Virginia, Wisconsin, and West Virginia, and Manitoba and Saskatchewan, Canada.
Made arrangements for trade blitzes in Denver and Minneapolis. Worked with
representatives from Black Hills, Badlands & Lakes Association and CVBs in
Deadwood, Rapid City, Aberdeen, Watertown, and Sioux Falls. Partners could team
up with others for appointments in one or both cities. Mission of blitzes was to
familiarize offices with what South Dakota has to offer, train their staff, and
answer questions on South Dakota. For Denver, teams made sales calls to 24
companies and in Minneapolis, teams met with 30 companies.
Researched and requested 40 appointments for African American Travel Conference
to be held April 17-19.
Researched and requested 100 appointments for TIA Pow Wow in California. It is
the 39th annual meeting of the travel industry's premier international
marketplace and the largest generator of Visit USA travel.
Per requests, shipped 30 Vacation Guides to Ireland, 30 information packets to
travel agency in the Bahamas, and 170 information packets to Washington DC, New
York City, and Las Vegas for Osamu Hoshino to use in his sales missions.
Worked with Osamu Hoshino to prepare a fam tour which will encompass the Black
Hills/Badlands area this spring. He plans to bring approximately 10 tour
operators from Japan.
Assisted Mary Carroll, group tour leader from Ireland, who will be bringing a
group of Irish women involved in agriculture in that country for a tour of
agriculture-related sites in South Dakota in October. Continued working with the
Corn Palace CVB for hotel accommodations and ag-related visitor sites in eastern
South Dakota. Group will also visit Mount Rushmore National Memorial and other
major attractions in the Black Hills.
Attended Scandinavian Mission with Rocky Mountain International (RMI) partners
from Montana, North Dakota, and Wyoming as well as representatives from the RMI
office in Cheyenne. Offered training in Denmark and Sweden for key United States
sales staff of tour and travel companies.
Working with RMI and Wyoming on Scandinavian travel agent and media fam to be
held this spring with the South Dakota portion from May 30-June 2 in the Black
Hills region. Working with North Dakota Tourism on itinerary for 2Nation Tours
fam planned for June.
Attended ITB Tradeshow in Berlin and worked the booth with RMI partners. Met
with 68 tour operators and journalists. Attended Paris Mission with RMI
partners, which began with a trade and press workshop held at the United States
International University for 50 tour operators, travel agents and members of the
press. Made sales calls and held trainings with RMI states at the following
companies: Jetset for 15 travel agents, Comptoir for six staff members,
Voyaguers du Monde with the new project manager, Attitudes, Back Roads for five
staff members, Vacances Transat for 20 staff members, Maison des Etats-Unis with
product manager, and Intermedes for eight staff members. Held VIP dinner for 44
French travel trade and press.
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OUTDOORS
Sent story on spring hunting opportunities to outdoors writers list from
Vocus as well as other outdoors contacts.
South Dakota was mentioned on Cast and Blast radio with Scott Linden as one of
his top ten hunter-friendly destinations. His show has over 3.8 million
listeners.
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FILM OFFICE
Continued planning and coordinating with crew of National Treasure: Book of
Secrets.
Worked on preparations for upcoming Locations Trade Show in Santa Monica with
other Film the West partners. Discussed advertising option available at Cannes
Film Festival with members of Film the West
Placed ad in the Kemps Production Guide for 2008.
Visited with potential director and producer for upcoming film for an upcoming
scout to the state this fall. If they choose South Dakota, filming would take
place in mid 2008. Mailed packet of information.
Assisted a broadcasting company in Florida per information on permit use and
application for filming on tribal land. Sent photos with location information
for four South Dakota historical markers for possible segment on TV show.
Fulfilled request from director for buildings in the state for location(s) as a
possible filming site; if chosen, filming would occur in August; sent tax
incentive information and film guide.
Worked with Black Hills Film Resource Council to secure filming location at
Rapid City Swim Center
Organized and attended Reel-Scout (Locations Library and Projects System)
demonstration.
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INFORMATION
CENTERS
Conducted interviews in Sioux Falls, Chamberlain and Tilford for travel
counselors at the Interstate Information Centers. Sent regret letters to
unsuccessful candidates; sent hire packets to others. Continued working on
details of fam tour of the northwestern part of the state, April 28 – May 3, in
10 communities.
Ordered two new brochure racks to be built by Pheasantland Industries for the
Wilmot Information Center. Worked with Department of Transportation to get the
Centers ready for computers and with Bureau of Information and Telecommunications to get surplus
printers. Reviewed brochures for consideration of placement in the Centers.
Ordered 500 sets of travel CDs and 800 new cases, inserts and covers. CDs and
audio tapes are available at each Center for use by travelers.
The poster co-op program letter was mailed to the industry on March 1.
Currently, we have 64 partners.
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HOSPITALITY
Worked with the Sioux Falls CVB and Rapid City CVB as a financial partner to
bring speakers into each city for hospitality training in May.
Worked with Tourism Board and staff in a hospitality brainstorming session.
Group recommended to resurrect Tourism Office’s “The Good, The Bad and The Ugly”
training video and materials, which will be updated.
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INQUIRIES
Total FY2007 Inquiries through 04-01-07:
Mail: 14,553
Internet (e-mail): 72,455
Phone: 8,312
Total: 95,320
Total FY2006 Inquiries through 04-01-06:
Mail: 17,145
Internet (e-mail): 63,319
Phone: 9,949
Total: 90,413
For fiscal year 2007, there is an overall increase in inquiries of 5.4
percent over FY2006.
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NATIVE AMERICAN TOURISM
Attended the Indians and Pioneers Meeting in Gordon, Nebraska.
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PHOTO/VIDEO
Fulfilled requests for photos/slides to Lawrence and Schiller, Outdoor
Campus, Augustana College, Sioux Falls; South Dakota magazine, Yankton; Unified
Judicial System, South Dakota Lottery, Secretary of State’s Office, South Dakota
Arts Council, Pierre; Air Service Task Force, Deadwood; Riddles Jewelry, Pro
Print, PrairieWave Communications, Mudpie magazine, Rapid City; Focus Watertown;
Avera-St. Lukes Hospital, Aberdeen; Markee magazine, Florida; National
Geographic Adventure magazine, Washington DC; John Ratzenberger’s “Made in
America” TV show, California; and Prairie Business magazine, North Dakota.
Presented a slide show/talk at Black Hills State University as both a recruiting
effort for future interns and to brief the class on the Office of Tourism and
the visitor industry.
Fulfilled requests for video dubs and loans: Sent stock footage to Firelight
Media in Berkley, California, for them to review for an upcoming shoot. Sent
stock footage and Sturgis Rally footage to Robert Sharp and Associates in Rapid
City for use in developing promotional videos. Sent Mount Rushmore footage to TV
Land Productions in Santa Monica, California, for use in producing an awards
show video.
Continued to learn operations of the new video editing system. Had new
compression software installed to work with system and the Windows desktop
system. Researched music library and flash compression software to go with the
system.
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TRAVEL MARKET ADVERTISING
Placed Giant Step ads in publications with the following themes in June:
buffalo theme in Family Fun and Ladies Home Journal, Badlands theme in
Family
Circle, fishing theme in Child, and Rushmore family in Wondertime.
Placed full-page ads in following magazines with the following themes: Fishing
theme in Field & Stream (May and June issues) and Travel 50 & Beyond (June
issue); Chief Dave in Budget Travel (May issue); and Rushmore family in
Travel &
Leisure (June issue).
Placed newspaper ads in following with themes noted: Rushmore Grandma two-page
ad, Chicago Tribune Magazine, 4/15/07; Free Standing Insert (FSI) on 4/8/07 in
Chicago (zoned), Eau Claire, La Cross, Green Bay (zoned), Appleton, Oshkosh, Fon
du Lac, Sheboygan, and Manitowoc newspapers; placed weekly newspaper ads in Eau
Claire, Green Bay, Milwaukee, Minneapolis, St. Paul, Des Moines, Mankato, and
Omaha.
Placed TV spots in Wisconsin, Iowa, Minnesota, Nebraska, North Dakota, and South
Dakota markets.
Placed banner ads in selected markets with TACODA and developed Black Hills
landing page as part of a co-op.
The co-op with Deadwood includes placement of weekly newspaper ads in Cheyenne,
Casper, Denver, and Minneapolis; advertorials for St. Paul and Denver; FSI –
drops April 8 in Denver, Casper, and Cheyenne. TV spot in Denver; radio spots in
Denver, Minneapolis, Casper, and Cheyenne; and two-page spread in Deadwood
Guide.
Designed layouts for the three full-color Great Getaways marketing pieces and
sent to the printer. The drop dates to the selected newspapers are May 2 through
May 20. Combined newspapers circulation for each insertion is over 660,000.
Assembled and routed the March issues of Travelsmart (three different tiers).
Sent the issues via MyEmma.com on March 20-21, to list members as follows:
24,221 in Tier 1 (version A) in Illinois, Wisconsin, West Virginia; 119,110 in
Tier 1 (version B) – all others in identified markets/states; 39,854 in Tier 2
in Iowa, Minnesota, Nebraska, and Wyoming; and 4,539 in Tier 3 in North Dakota
and South Dakota. A total of 187,724 received the message from a list of 191,658
“active members."
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PUBLICATIONS
Worked on designing layout of the backside of the official state highway map.
Department of Transportation will be sending actual map file to printer. Expect
delivery of maps in June.
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WORLD WIDE WEB
On TravelSD.com: Visitor Services Directory has 5,053 entries; and 88
vacation packages/travel specials. From March 1-31, 77 e-postcards were sent by
consumers. The state-wide Calendar of Events has 582 listings. Added the “Win
Your Free Ride” Sturgis banner to the Sturgis Rally webpage and a link from
TravelSD (to be removed at the end of April).
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E-COMMERCE
Approved process for TACODA banners’ landing pages as a part of an Internet
campaign with the advertising network that behaviorally targets consumers.
TACODA has partnerships with more than 4,000 online publishers and delivers
banner advertisements to interested consumers wherever they appear within the
websites of the various partners.
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RESEARCH
Attended presentations on Site Logic; Social Media 101; Webinar by
ClickTracks; and Web Analytics Webinar by AMA and one by Demystified: Ten Simple
Strategies for Using Web Analytics to Improve Your Online Marketing Efforts.
Increased traffic tracking capabilities through increased coding.
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LOGO USAGE
Fulfilled requests to representative from NESDCAP to use logo on T-shirt for
national conference; Wheeler Tank for new welcome signs; Public Utilities
Commission; and Bureau of Information and Telecommunications.
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SUMMER INTERNSHIPS
Photography internship was accepted by Jesse Nelson, who is attending Black
Hills State University and majoring in Mass Communications with an emphasis in
Photography. His hometown is Rapid City.
Media/Public Relations internship was accepted by Jennifer Anderson, who is
attending the University of South Dakota and majoring in Contemporary Media &
Journalism with an Advertising and PR emphasis. Her hometown is Canova.
Visitor Industry Relations internship for the Information Centers was accepted
by Jake Jessop. He is attending the University of South Dakota and majoring in
Business Management with a Human Resources Management specialization. Jake’s
hometown is Presho.
Creative/Visitor Industry Relations internship was accepted by Jamie Nickelson,
who is attending Black Hills State University and majoring in Business
Administration/Specialization in Tourism. Her hometown is Philip.
Research internship was accepted by Margaret Haley (Maggie), who is attending
the University of South Dakota and majoring in Political Science. Her hometown
is Huron.
Unsuccessful candidates were notified.
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GOVERNOR'S TOURISM ADVISORY BOARD
Tourism Board members, Tourism staff, executive directors of the four
regional tourism associations, and business leaders met to review 2010
Initiative notes from November, as well as brainstorming suggestions and Focus
Group information from the 2007 Governor’s Conference on Tourism. Additional
brainstorming topics were discussed and ideas will be refined for Tourism’s
goals and developed into short and long term goals and priorities. The group
also heard presentations from Black Hills Center for Tourism Research, Black
Hills Central Reservations, and Lawrence & Schiller.
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GREAT EVENTS 2007
Czech Days, June 14-16, Tabor: Sent oversized event postcards to 577 tour
operators in the surrounding states.
Corn Palace Stampede Rodeo, July 19-22, Mitchell: Placed ad in South
Dakota magazine. Began design of poster. Newspaper ads will be designed from
information submitted by the local committee. Sent oversized event postcards to
517 tour operators in the surrounding states.
Wheels & Wings Weekend featuring Sizzlin' Summer Nights, August
25-26, Aberdeen: Sent oversized event postcards to 700 tour operators in the
surrounding states. Worked on design of logo, poster, rack card, magazine and
newspaper ads, and magazine insert.
Mickelson Trail Trek, Mickelson Trail, September 14-16, Black Hills:
Event postcards were mailed by local committee. Researched databases to provide
mailing labels specific to profile of travelers most likely to attend this event
for a direct mailer.
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TOURISM OFFICE FUNDING
Deadwood gaming revenue deposited for February was up 17.5 percent at
$225,964 as compared to $192,266 for February 2006. The tourism tax deposited
for February was up 18.0 percent at $239,659, as compared to $203,102 for
February 2006. The deposits for FY07 for gaming and the tourism tax are
$6,746,600, as compared to $6,387,800 for FY06. This is an overall increase in
revenue of 5.6 percent when comparing the same time period in FY06.
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