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March 2007 - 2010 Initiative Summary
You may download and print the
March 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 representing the visitor industry compiled by the
Research & E-Commerce team.
GOAL ONE: Double Visitor Spending from $600 Million to $1.2 Billion by 2010
| Tourism Office Funding Update: |
February
2006 |
February
2007 |
% Change |
| Deadwood Gaming Tax |
$192,266 |
$225,964 |
17.5% |
| Tourism Promotion Tax |
$203,102 |
$239,659 |
18.0% |
| Total
Monthly Deposits |
$395,368 |
$465,623 |
17.77% |
| FYTD 2007 vs. 2006 |
$6,387,799 |
$6,746,601 |
5.6% |
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1A. Change the way we market South Dakota
- Million Dollar Challenge: At the March 22, 2007, meeting of the
Governor’s Tourism Advisory Board, members of the Board reviewed several new
marketing proposals for the Governor’s Million Dollar Challenge Funds.
Participants completed the attached application forms and submitted them to
the Office of Tourism in advance of the Tourism Board meeting. After careful
consideration, the Board recommended to approve the following cooperative
marketing efforts:
-
River City Racin’,
Chamberlain/Oacoma
-
A T-Rex Named Sue Traveling
Exhibit, Faith
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The Golf Club at Red Rock,
Rapid City
-
Member for A Day, North
Sioux City
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I-90 Prairie Tour, Wall,
Badlands, Murdo and 15 Other Rural Towns along I-90
-
Thomas the Train Event,
1880 Train/Black Hills Central Railroad
-
Northern Route to the Black
Hills
These proposals were approved with the understanding that
partners will provide matching funds in a cooperative
marketing program and follow specified guidelines.
Additionally each cooperative project has been assigned a
Governor’s Tourism Board liaison to work with the
organization as well as a primary contact staff member from
the Office of Tourism. The Office of Tourism will continue
to accept applications for consideration by the Governor’s
Tourism Advisory Board until 100 percent of the $1 million
challenge funds are allocated.
1C. . . .greater use of partnerships and cooperative efforts
- Cooperative Internet Marketing: Tourism is partnering with Black
Hills, Badlands & Lakes in an Internet campaign with an advertising network
that behaviorally targets consumers. The advertising network has
partnerships with more than 4,000 online publishers and delivers banner
advertisements to interested consumers wherever they appear within the
Web sites of the various partners.
- Deadwood Cooperative Advertising: The Office is also engaged in a
co-op campaign with Deadwood that includes placement of weekly newspaper ads
in Cheyenne, Casper, Denver, and Minneapolis; advertorials for St. Paul and
Denver; television and radio spots in Denver, Minneapolis, Casper, and
Cheyenne; and a two-page spread in Deadwood Guide.
1E. Capitalize on the existing outdoor opportunities in our state
- Media Activity Highlights: 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.
- Filming Activities: The Office has been working extensively with
the crew of the motion picture, National Treasure: Book of Secrets, over the
last several months to recruit this film to South Dakota. In addition to
selling the state, hosting the key contacts and providing additional
location information, the Office of Tourism is working closely with the film
managers on media and public relations efforts.
Office of Tourism Statistics for February
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