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May 2007 - 2010 Initiative Summary
You may download and print the
May
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: |
April
2006 |
April
2007 |
% Change |
| Deadwood Gaming Tax |
$207,377 |
$234,545 |
13.1% |
| Tourism Promotion Tax |
$200,509 |
$213,610 |
6.53% |
| Total
Monthly Deposits |
$407,886 |
$448,155 |
9.87% |
| FYTD 2007 vs. 2006 |
$7,187,515 |
$7,608,734 |
5.86% |
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1A. Change the way we market South Dakota
-
Internet Marketing The Office of Tourism recently launched a new
coop program, Hot Deals, to promote discounted lodging opportunities on
www.travelsd.com In May, 26 businesses
registered for the Hot Deals lodging co-op. Consumers are led to the hot deals
from a button on Tourism’s home page at
www.TravelSD.com. Information and registration forms for this co-op can be
found online at
www.SDVisit.com. The fee is a one-time annual fee of $50. The 26 partners
have or are running 66 hot deals.
-
Media Contacts Completed a CD press kit, with a posting of it to
www.MediaSD.com as well. There will be
several links that point to the new Newsroom web site on
www.travelsd.com/newsroom.
1C. . . .greater use of partnerships and cooperative efforts
- Group Tour Co-op: This co-op is open to any of the 75 South Dakota
members of the National Tour Association/American Bus Association (NTA/ABA).
The 4-color ad will be placed in fall issues of Destinations, Packaged Travel
Insider, Bank Travel Management, and Courier (circ. of 32,500).
- Hospitality Training: Helped sponsor spring seminars in Sioux
Falls, Rapid City, Chamberlain, Watertown, Yankton, Mobridge, Winner, Brandon,
and Pierre either through the hospitality program or the See South Dakota Week
promotion. Staff attended trainings in Rapid City, Sioux Falls, Pierre, and
Chamberlain/Oacoma.
- See South Dakota Week: Assisted Convention & Visitors Bureaus (CVB)
with local advertising for traveling in one’s back yard. Matching requests
from CVBs for up to $1,000 were honored.
- Million Dollar Challenge grants: The Governor’s Tourism Board
approved applications from Winner Area Chamber of Commerce’s Oyate Trail
proposal; Historic Downtown Yankton, Rockin’ Ribfest proposal; Northern Lights
Inn at Britton, Great September Get Away proposal; Four Bands/Native Discovery
proposal; and South Dakota Wine Growers Association proposal. Approximately
$750,000 is committed which includes a pending proposal that was tentatively
approved in March.
1E. Capitalize on the existing outdoor opportunities in our state
- Media Activity Highlights: Compilation of earned media: May –
estimated ad value of $14,860 (circ. of 130,356); 2007 – estimated ad value of
$178,855 (circ. of 4,075,356); and Fiscal Year 2007 – estimated ad value of
$717,958 (circ. of 15,131,795).
- Filming Activities: Continued to work with unit publicist regarding
media requests and with Walt Disney Promotions for National Treasure: Book of
Secrets movie. Film crew worked on location in South Dakota from April 18 to
May 29, 2007. The production/crew has been estimated to have had an economic
impact of $3.9 million.
Office of Tourism Statistics for April
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