MEMORANDUM TO: Richard Benda
DATE: December 12, 2007
FROM: Billie Jo Waara
SUBJECT: Tourism’s November Monthly Status Report
You may download and print the entire
November
Report in Adobe Acrobat (PDF).
Contents:
2010 Initiative
Cultural Heritage
Tourism
Agri-Tourism
Media & Public Relations
Industry Relations
Trade
Sales
Outdoors
Information Centers
Hospitality
Inquiries
Photo/Video
Travel Market Advertising
Publications
Web
Research
Great Events
2010 Initiative
Please refer to the web site at
www.2010initiative.com
for updates.
Or, review Tourism's November Summary Report to
Secretary Benda.
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Cultural Heritage
Tourism
Organized the entries received for possible inclusion in a new Cultural Heritage
publication and made phone calls to organizations that had not yet responded to
the mailing.
Attended a Cultural/Heritage Tourism conference in Seattle.
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Agri-Tourism
Met with representatives from the Department of Agriculture and determined that
the next step is to compile a list of possible agri-tourism businesses in the
state. Scheduled a meeting with an agri-tourism business, regional tourism
associations, representatives from the Department of Agriculture, and others who
may give further insight on how to proceed with these niche businesses and
markets.
Plan to work with the Southeast South Dakota Tourism Association to organize an
Agri-tourism Conference in July 2008.
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Media & Public
Relations
Compilation of earned media: November – estimated ad value of $10,471 (circ.
190,765); total for 2007 – estimated ad value of $1,117,809 (circ. 13,406,203);
and Fiscal Year 2008 – estimated ad value of $337,372 (circ. 4,366,352).
Handled media calls and fulfilled requests for information from the Missoulian
newspaper, Ft. Pierre Development Corporation, and several MediaSD inquiries.
Posted the following press releases: To in-state media (posted to
www.MediaSD.com and the State News Web): “South Dakota Outdoor News,”
Registration for 2008 Governor’s Conference on Tourism Opens,” New Resource for
Travel Professionals,” “Great Events Chosen for 2008,” “National Treasure: Book
of Secrets: Office of Tourism’s website now features upcoming film information,”
“Public/Private Partnerships Pay Off;” five industry releases to MediaSD.com;
four new story leads to MediaSD.com; continued Uniquely SD series that
highlights counties (Walworth, Yankton, Ziebach). Brainstormed new series to
replace Uniquely SD: “In Your Own Backyard” will launch in January.
Attended Travel Media Showcase in Palm Springs; met with 33 travel writers, from
the United States and Canada, to promote South Dakota as an editorial feature.
Will work on follow-up and story pitching.
Began transferring the clip files to an electronic network. All of our earned
and unearned media articles will be stamped, given a value, and scanned into
folders.
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Industry Relations
Worked on details of the 2008 Governor’s Conference on Tourism: banquet décor,
signage list, menu, Legislative invites, conference totes, annual report,
registration mailer, speaker needs, sponsorships, Made in South Dakota vendors,
and conference schedule/booklet draft.
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Trade Sales Group
Tour/International
Worked with the South Dakota Association of CVBs and determined which magazines
to place co-op advertising: Midwest Meetings and Meetings Midamerica (Meetings
Media). Ads will coordinate with the creative look and feel of the new Meeting
Planners Guide.
Worked on itineraries for spring 2008 fam tours: travel agent fam tour, May
16-24 and Japanese group tour fam, June 7-14.
Assisted travel agents and regional directors from AAA Ohio, AAA MidAtlantic,
AAA California, AAA Chicago Motor Club, AAA Minnesota, AAA Minneapolis, AAA
Missouri, AAA Oklahoma, AAA New York, CAA Manitoba, Abbott Travel, Carlson
Wagonlit, MLT World Vacations, and various other independently owned travel
agencies.
Sent requested information to R&S Tours, Iowa, and Mary Fowler, Ohio.
Launched the Travel Professionals website, www.TourSDakota.com (formerly a stand
alone website for tour operators), which is a url link from www.TravelSD.com.
Site contains information for tour operators, meeting and convention planners,
and travel agents.
Attended the National Tour Association (NTA) annual convention in Kansas City.
Met with 25 tour operators in pre-scheduled seven minute appointments. Attended
educational seminars, assisted with a sponsorship of a South Dakota booth, wine
and cheese reception, and organized and manned the booth at the Destination
Pavilion. Organized and conducted the state caucus to share leads obtained from
appointments with the South Dakota suppliers present. Requested NTA leads from
Black Hills, Badlands & Lakes, Rapid City CVB, Deadwood CVB, Sioux Falls CVB,
and Mitchell CVB so a report can be compiled and sent to all South Dakota NTA/ABA
members for follow-up to potential future business.
Met with 2 Nation Tours representatives from North Dakota, Minnesota, and
Manitoba while in Kansas City for NTA to discuss familiarization tours for 2008
and the new 2 Nation Tours lure piece. The 2008 tours will consist of South
Dakota and Minnesota working together for a tour early in June and North Dakota
and Manitoba will work together (dates to be determined).
Submitted a list of 10 South Dakota events including dates, web addresses, and a
brief description of each event to Aftenposten, Norway’s second largest
newspaper. Aftenposten is in the final stage of producing their seventh annual
USA supplement to be distributed January 2, 2008. They work in cooperation with
the Discover America Committee of Norway.
Wrote copy for the South Dakota portion of TheTourOperator.com online itinerary
for North American Journeys: a South Dakota/North Dakota tour titled “Western
Heroes – Great Adventures.”
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Outdoors
Forwarded a November story on the pheasant hunting season and referred to the
future of pheasant hunting in our state to outdoors publications and writers. It
was picked up by Wisconsin Outdoor News. December story will be on ice fishing
locations and tactics.
Online VOCUS contacts Include writers who focus on birding, fishing, golf, RV,
travel and tourism, and nature/outdoors.
Hosted the following journalists: Ron Schara – Pheasants Forever TV; Bill Sherck,
Due North Outdoors, Ladies pheasant hunt in Huron; Mike Hegedus, CNBC “On The
Money;” and Dennis Schardin and Kermit Henning, freelancers from Pennsylvania.
Discussed options with the Professional Outdoor Media Association (POMA) board
to have a fishing tournament before their conference in Sioux Falls next July.
The tourney would be help in Yankton.
Film Office
Worked with Domestic Promotions, Field Marketing, International Promotions for
upcoming release of National Treasure: Book of Secrets; assisted with gathering
content for TravelSD.com/nationaltreasure website; and partnered with Rapid City
CVB and Central Reservations to provide 10 NTBS packages for Domestic Field
Marketing.
Fulfilled film production information requests from Cosmopolitan magazine,
Michael Galanda, and
West Park Pictures.
Attended training session on Reel Scout program and continued working on
updating locations library on www.FilmSD.com and worked on how the public
locations search component will be integrated with the current site.
Registered to attend South Dakota State University’s Department of Journalism
Internship Fair in December.
Provided location images and South Dakota filming information to Paramount
Pictures for “Untitled Project.” Worked with Duane Lammers to contact production
office for Boone’s Lick; project has been put on hold for one month. Interviewed
with Mark Smith, Markee magazine; South Dakota will be in the December issue.
Provided information about the tax refund program to Nebraska Film Office and
the Michigan Film Office. Provided Black Hills National Forest film permit
information to Rick VanNess.
Press Releases posted to www.FilmSD.com: South Dakota Film Wins Best Picture at
Major San Francisco Film Festival; Los Angeles Film Festival Call for Entries;
The Hot Springs Theatre will present INTO THE WILD as a Benefit for the Hot
Springs Food Pantry; American Indian Film Festival Announces Its Nominees; and
Colorado premiere of IMPRINT announced for NATIVE VOICE FILM FESTIVAL.
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Information Centers
In October, 31 motorcoaches/buses stopped at the Information Centers and four
were international.
For the year, total of 2,467 Travel tapes and CD’s were used by visitors
stopping at the Information Centers, this is down from 2006 by 12.6%.
For the year, car count for the Information Center was up 11% from 2006;
Canadian car count was up 14% from 2006; international car count was up by 12%
from 2006. Total number of motorcoaches at the Information Centers for 2007 was
461. There were 78 that were international.
The top 20 states for visitation at the Information Centers for 2007 (starting
with the state that was #1 in visitation) were: South Dakota, Minnesota, Iowa,
Wisconsin, Nebraska, Illinois, Wyoming, Missouri, North Dakota, Washington,
Michigan, Ohio, California, Florida, Indiana, Texas, Pennsylvania, Montana,
Colorado, and #20 – Kansas.
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Hospitality
To date, 816 individuals/businesses have received recognition for hospitality
with the Governor’s Certificate, 54 have received a seal for the second
recognition, and four lapel pins have been awarded for the third recognition.
Reviewed applications for the Great Service Star and awarded the designation to
85 businesses/organizations in 25 towns. Issued press releases on the
designations; notified the regional directors, Chambers of Commerce and CVBs,
and Tourism Board members; and sent letter informing each designee and sent the
new logo for their use in marketing and advertising.
Culled applications from the Great Service Star applications for consideration
of the George S. Mickelson Great Service Award. Sent copies of the applications
to the Tourism Board who will discuss the applications at their December Board
meeting and recommend the winner.
Forwarded information to CVBs on a possible spring training speaker.
Native American Tourism
Continued gathering updates from each reservation for the Great Sioux Nation
Publication.
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Inquiries
Total November Inquiries through
12-01-07:
Mail: 401
Internet (e-mail):
6,569
Phone: 291
Total:
7,261
For fiscal year 2008, there is an overall increase in inquiries of 20%
percent over FY2007
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Photo/Video
Fulfilled requests for photos/slides to Lawrence and Schiller, KDLT-TV, Sioux
Falls; Department of Game, Fish and Parks, Bureau of Information and
Telecommunications, Pierre; Quality Quick Print, Aberdeen; Cornerstones Career
Learning Center, Huron; Watertown Public Opinion; South Dakota Magazine,
Yankton; Mitchell Daily Republic; TDG Communications, Deadwood; Pheasants
Forever, Minnesota; Paramount Pictures, School Media, ABS-CBN International,
California; Group Tour Magazine, Michigan; AAA Home & Away, Nebraska; and GMC,
Illinois.
Made presentation to photography class at Black Hills State University about an
internship and fielded questions.
Fulfilled requests for video dubs and loans: sent video to MSNBC for a story
they are doing on the business of pheasant hunting in South Dakota.
Made a short clip of the image video for posting on a meetings website. Edited a
short clip of the Mickelson Trail for GF&P.
For Giant Step partners, shot video and an interview at Cadillac Jack’s in
Deadwood; shot video and an interview with Laura Pankrantz with the Rushmore
Express and the Travelodge in Keystone. Sent video to the Palmer Gulch for their
internal use. Recompressed the Xanterra video to be placed on the website.
Continued editing of the remaining partner videos.
Added buffalo roundup and buffalo fight footage to the YouTube channel.
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Travel Market
Advertising
The November issues of Midwest Living (full circ: 925,000) and Field & Stream
(national distribution of 1,500,000) are the remaining fall publications
included in the 2007 Giant Step Shoulder Season Co-op.
For the Winter ‘07-08 and Peak ‘08 Ad Campaigns, finalized and shipped the
following: Giant Step (3-page) Mt. Rushmore magazine ad, Better Homes and
Gardens, on sale January 15; Giant Step (3-page) Deadwood magazine ad, Ladies
Home Journal, on sale January 9; Giant Step (1-page) Crazy Horse magazine ad,
Travel 50+, on sale January 22; hunting promotion email; Travelsmart – November
issue; Deadwood Winter newspaper ad, Casper and Sioux Falls, runs December 2;
Deadwood Winter TV spot; and Deadwood Winter radio spot. There are 40 partners
in the 2008 Giant Step co-op campaign.
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Publications
Revised plans for the motorcycle guide, which will now have nine maps. Plan to
have completed guides to Tourism by mid-April.
Snowmobile Trail Maps were delivered to the warehouse.
Worked on layout of the beginning pages of the South Dakota Vacation Guide and
designed a new cover. Plan to have new guides delivered in late February.
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World Wide
Web/E-Commerce
On TravelSD.com: Visitor Services Directory has 5,139 entries; and 56 travel
specials are listed for 12 cities. For Hot Deals, 39 businesses are registered
and six hot deals are currently running. Between November 1-26, 30 e-postcards
were sent by consumers.
Reviewed/Testing of Travel Community section; Bureau of Information and
Telecommunications is currently working to overcome server issues before
proceeding with testing.
Finalized the webpage following receipt of feedback and approval from Disney
representatives for National Treasure – Book of Secrets promotion, which went
live on November 19. Provided links to “The National Treasure Trail” and the
“National Treasure Clue Hunt” – both Disney promotions based on their
requirements and timelines.
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Research
First phase of Navigator implementation completed (Inquiry Only).
Will evaluate over 2,400 responses from the direct mail to hunters to determine
which of the two mailers gave the better response to going online to register
for a $250 Cabela’s gift card.
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Logo Usage
Fulfilled request for logo to Printed Impressions.
Governor’s Roundup and Governor’s Invitational Pheasant Hunt
Finished sending out Roundup thank you notes to host properties. Participated in
wrap-up meeting.
Inventoried Hunt items. Completed thank you messages. Participated in wrap-up
meeting.
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GREAT EVENTS 2008:
Czech Days, Tabor – June 19-21: Will attend committee meeting in early December.
Oahe Days, Pierre – June 20-22: Met with committee.
Festival of Presidents, Rapid City – June 27-28: Met with committee.
Mickelson Trail Trek, Black Hills (Outdoor Event) – September 19-21: Will meet
with committee when notified.
Hill City Western Heritage Festival, Hill City – September 20-21: Met with
committee. Discussed program responsibilities, marketing ideas, target markets,
design, and public relations.
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