MEMORANDUM TO: Richard Benda
DATE: October 5, 2007
FROM: Billie Jo
Waara
SUBJECT: Tourism’s
September Monthly
Status Report
You may download and print the entire
September
Report in Adobe Acrobat (PDF).
Contents:
2010 Initiative
Cultural Heritage
Tourism
Media & Public Relations
Industry Relations
Trade Sales
Outdoors
Film Office
Information Centers
Hospitality
Inquiries
Photo/Video
Travel Market Advertising
Publications
Web
Research
Logo Usage
awards
2010 Initiative
Please refer to the web site at
www.2010initiative.com
for updates.
Or, review Tourism's
September Summary Report to
Secretary Benda.
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Cultural Heritage Tourism
Wrote criteria for the cultural heritage publication. Received 50 responses from
letters that were sent to possible cultural and heritage businesses regarding
this publication.
Agri-Tourism
Met with representatives from the Department of Agriculture to set guidelines,
goals, and an implementation process for an agri-tourism program. Visited with a
colleague from Montana about their upcoming meeting on agri-tourism. Had a
conference call with the Fossil Freeway Association, a group that brings
northwest Nebraska and southwest South Dakota together through geology.
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Media & Public Relations
Compilation of earned media: September – estimated ad value of $78,359 (circ. of
192,738); total for 2007 – estimated ad value of $652,174 (circ. 17,413,905);
and Fiscal Year 2008 – estimated ad value of $230,997 (circ. 1,893,226).
Handled media calls and fulfilled requests for information from the Minneapolis
Star Tribune, KOTA Radio, Milwaukee Journal-Sentinel, www.WeJustGotBack.com, CBS
Germany, and several MediaSD inquiries. Interviewed on Inside KELO-Land
regarding South Dakota’s film industry and its relation to tourism.
Posted press releases to the film industry and film industry media: “Exclusive
Screening of INTO THE WILD at the South Dakota Film Festival;” to in-state media
(posted to www.MediaSD.com and the State News Web): “Great Service Star Program
Applications Wanted,” “Mickelson Trail Trek: Ten Years of Touring the Hills,”
“Buffalo Roundup Highlights Fall Travel in South Dakota,” and “Two South Dakota
Events Selected as Top 100 in North America; to outdoor media: “Pheasant Season
Forecast: What to Expect in 2007;” continuation of Uniquely SD series that
highlights counties (Sanborn, Shannon, Spink, Stanley); and two industry
releases posted to MediaSD.com.
Currently registered and have stories on Wordpress.com and Myspace.com, travel
blogs/forums.
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Industry Relations
Continued working with million dollar challenge partners. The Governor’s Tourism
Advisory Board reviewed another group of applications and approved proposals for
the Black Hills BMW Stampede and Black Hills Overdrive All-Car Rally.
Continued working on Tourism Conference details: booked speakers and sent
contracts, made room assignments for sessions, mailed sponsorship flyers and
posted an online version on SDVisit.com, sent email reminder for sponsorship
opportunities, drafted copy for Annual Report and registration mailer, worked on
layout of print materials, worked on Wednesday reception details with South
Dakota Wine Growers Association, confirmed website consultants, finalized food
for meals and breaks, and worked with Visitor Industry Association on their
luncheon and fundraiser needs.
Distributed South Dakota information at Tourism’s booth at the State Fair.
Offered art prints of South Dakota scenes through sign-ups at the booth. Drew
names of four winners and mailed framed prints.
Sent eFYI on office highlights/updates to visitor industry.
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Trade Sales Group Tour/International
Fulfilled requests for information to AAA/CAA offices in Nebraska, North Dakota,
Ohio, and Virginia.
Assisted travel agents and regional directors from AAA/CAA offices in Ohio, AAA
MidAtlantic, Chicago Motor Club, Michigan, Minneapolis, Maine, Missouri,
Oklahoma, North Dakota, New York, California, Manitoba and various other
independently owned travel agencies in Minnesota, Pennsylvania, Florida, and New
Hampshire.
Assembled, routed, and sent the August Travel Trade E-newsletter on August 31
and the September Travel Trade E-newsletter was sent on September 25. Both were
sent via MyEmma.com and received by 135 list members.
For the CVB partnership, finalized the meetings and conventions co-op piece, the
Meeting Planner’s Guide, which is 24 pages long in full color; plan to print
5,000 copies. Partnership also includes meeting and event planner trade shows;
possible hosting for meeting and event planners; cities to blitz in the spring;
and direct email/mail options.
Worked with Nancy Swift from www.Eventective.com to effectively market that
online tool to South Dakota communities interested in showcasing themselves as
viable meeting and event destinations.
Updated Hosting/Fam tip sheet for placement on SDVisit.com to assist and offer
suggestions for suppliers when hosting.
Sent requested information to Juven Tour & Travel, North Dakota, and Friendly
Excursions, Inc., California.
Coordinated and lead the Pre-convention Caucus for 11 first-time
convention-goers and others planning to attend the National Tour Association
convention in November. Submitted a list of South Dakota delegates planning to
attend American Bus Association (ABA) Marketplace in Virginia in February. The
delegates will be listed on a postcard for mailing to tour operators also
attending ABA, making it easier to coordinate appointment requests. Notified
event organizers for Fort Sisseton Historical Festival and Hill City Western
Heritage Festival that their events were chosen as ABA’s Top 100 Events in North
America for 2008.
Attended the American Society of Travel Agents (ASTA) Trade Show in Las Vegas
for over 900 quality travel agents. Attended the JATA World Travel Fair in
Tokyo, Japan; the three-day show included both trade and consumer elements.
Worked with the staff of the US Western States Tourism Office.
Assisted Tommy Swanson, Swanson’s Travel, Sweden, with buffalo photo request for
their catalog.
Drafted itinerary for Claudia Bihler, MAZ magazine, fam tour for the Black Hills
in mid-October.
Coordinated shipment of materials for 48 international attendees to the Rocky
Mountain International (RMI) Megafam in Idaho and Montana. Group consisted of 41
tour operators, five RMI overseas staff, and three state participants. RMI staff
gave presentation on South Dakota as megafam conflicted with Buffalo Roundup.
Contacted Rapid City regarding meet and greet for Travelsphere tour operator.
Approved final itinerary for Meier’s Weltreisen, Germany, for South Dakota for a
four-state itinerary they will promote in Germany.
Hosted the following journalists to Roundup and/or pre- and post-Roundup fams:
Germany: Thomas and Christa Jeier, also writing Native American books and
articles; Dirk and Adriane Koester, also writing motorcycle article for largest
motorcycle publication in Germany; Michael Juhran; Margit Boeckh, Germany, large
newspaper Mittledeutcsche Zeitung; Meike Boldt, CRD International – American
Travelhouse, included itinerary for other areas and assisted with RV camping
arrangements; Port Culinaire magazine, Germany, coordinated with Custer and the
magazine for arrangements and Tom Ruhl will be writing a 16-page article for the
magazine for an expected value of $21,760.
France: Olivier Thomas, Roundup plus he traveled to Pine Ridge Indian
Reservation to make contacts and research information for the Big Foote Ride
held in December; and Marc Bainaud, writes for western publication, will add a
couple sidebars on horseback riding for good riders.
United Kingdom: Godfrey Hall has five commissions for five articles.
Italy: Mr. and Mrs. Sergio Pitamitz and Mr. and Mrs. Luciano Valetti, six-page
article for Panorama Magazine.
Belgium: Sara de Beuckelaer and Koen de Wanckel, extended to learn more about
Black Hills and adventure activities.
Holland: Martin Schaefer and Mihael Pointl, also traveled across South Dakota to
learn more about travel opportunities available for America Magazine and
Meridian Magazine and their website in Holland.
United States: Malcolm and Marita Ross, America 4 You, inbound tour operator
from Los Angeles, interested in Native Discovery tours. They plan to return on a
personal fam tour to visit Lakota sites and other areas of interest.
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Outdoors
Drafted and emailed monthly outdoors story for September on the upcoming
pheasant season and what hunters can expect to the database for outdoors writers
and editors.
Pheasants Forever Television aired a South Dakota Cast and Blast Story
Hosted the following journalists in September: Joe Blake, Bowhunter magazine;
Ron Schara, Minnesota Bound/Backroads with Ron and Raven; freelancer Lisa
Metheney; Scott Linden, Cast and Blast Television/Field & Stream Radio; and Kent
Hrbek, Kent Hrbek Outdoors at the Buffalo Roundup.
Compiled hunting information for Gary Mason with NW Tennessee Tourism for a
speech at his governor’s conference. He is a professional guide who guides in
South Dakota each year. Plan to work with him on future hostings. Compiled
information on Rapid City and the Black Hills for Lisa Mann with Familyfun.com
(a Disney publication). Compiled and sent information on snowmobiling in the
Black Hills to Steve Weisman for his article in Acreage magazine. Worked with
Department of Game Fish & Parks and Lawrence & Schiller to put together a press
release on the fall foliage in South Dakota. Compiled a list of contact
information and fam tour ideas for the Rapid City CVB for the Society of
American Travel Writers (SATW) conference tours next May.
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Film Office
Continued working with Walt Disney Productions on promotional opportunities and
possible release of an online game for the National Treasure: Book of Secrets
movie.
Worked with the production company of Into the Wild for an exclusive screening
at the September 21 South Dakota Film Festival in Aberdeen. Held press
conference in Aberdeen to announce the exclusive screening in conjunction with
the Film Festival. Hosted John J. Kelly, executive producer of Into the Wild, at
the film festival.
Continued working with a private company to complete the implementation of
FilmSD.com.
Fulfilled requests for film production information to Larissa Fast Horse, AFROTC
Detachment 780, Amanda Briggs, Ward Flynn, Hollywood Film, Brent Clouser, May
International Productions, Erik Bauer, and Lisa Duncan.
Hosted representatives of Reel Scout, a company that helps organize and store
locations files electronically. Discussed categories and how to customize fields
for program.
Assisted Travel Channel with location requests and contacts for their production
of Mount Rushmore & Beyond. They filmed on location in South Dakota in July and
September. Assisted Food Network’s Glutton for Punishment with location requests
and contacts. They plan to film on location in South Dakota in October. Worked
with AAA Colorado to identify military bases in Black Hills region. Fielded
request for un-harvested wheat fields; unable to provide at this late date.
Attended world premiere of IMPRINT in Rapid City in September.
Designed magazine ads for placement in Creative Handbook, Hollywood Reporter,
and South Dakota Film Festival’s program booklet.
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Information Centers
In August, 127 motorcoaches/buses stopped at the Information Centers.
Use of Travel tapes and CDs at the Information Centers was down 13 percent over
August 2006.
Continued working with a city on holding the end-of-the year party for travel
counselors.
Closed staffed Information Centers, except Valley Springs, Vermillion, New
Effington, Chamberlain, and Spearfish. These five will remain open through the
end of October.
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Hospitality
For 2007, 643 individuals/businesses have received recognition for hospitality
with the Governor’s Certificate, 44 have received the foil star for a second
recognition, and one lapel pin has been awarded.
Scheduled meeting with Professor Priscilla Romkema of Black Hills State
University to review the 2008 hospitality program draft.
Native American Tourism
Attended a South Dakota Indian Business Association meeting.
Drafted agenda topics for the next Tribal Tourism Roundtable, October16, in
Eagle Butte.
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Inquiries
Total FY2008 Inquiries through
010-01-07:
Mail:
852
Internet (e-mail):
7,558
Phone:
619
Total:
9,031
For fiscal year 2008, there is an overall increase in inquiries of 3.25
percent over FY2007
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Photo/Video
Fulfilled requests for photos/slides to Sioux Falls CVB, Spa 2000, Lawrence and
Schiller, Sioux Falls; South Dakota magazine, Southeast South Dakota Tourism
Association, Yankton; BPro, State Publishing, Department of Game, Fish and
Parks, Central Duplicating, Pierre; Turning Point Productions, Mitchell;
Technology in Education, Rapid City Regional Hospital, Black Hills, Badlands and
Lakes Association, Rapid City; Aberdeen CVB; TDG Communications, Deadwood;
Western Horseman magazine, Colorado; Auto Dealers Association of Milwaukee,
Milwaukee Journal-Sentinel, Wisconsin; and World Wide News Network, United
Kingdom.
Fulfilled requests for video dubs and loans: Sent footage of dogs hunting to Pat
Callahan for use on Oahe TV. Dubbed video to DVD for the Arts Council. Compiled
footage and sent to Travel Industry Association of America (TIA) for use in an
awards show. Sent footage of the Roundup and the Black Hills to KOTA-TV in Rapid
City to be used in a spot for the Custer Stampede.
Scouted locations for a film shoot in Spearfish Canyon with three locations near
Savoy. Worked with the Spearfish Canyon Lodge staff on the shoot. Oversaw
production of the filming.
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Travel Market Advertising
Finalized and shipped the following as part of the shoulder season ad campaign
with the theme and
co-op program listed for each publication: Pheasant hunting Giant Step ad, Field
and Stream, on sale October 23; Badlands Giant Step ad, Cabin Life, on sale
October 2; weekly newspaper ads in Eau Claire, Council Bluffs, Mankato, Omaha,
Sioux City, Minneapolis/St. Paul, Fargo, SW Minnesota, NW Iowa; banner ads for
TripAdvisor.com, SideStep.com, WeJustGotBack.com, and Yahoo; Deadwood co-op
newspaper ads for Cheyenne, Denver, and Sioux Falls; Deadwood advertorials for
Denver; Deadwood radio spots; Deadwood FSI; and September issues of Travelsmart.
Sent emails to selected database to promote Custer State Park events.
Designed and shipped ad for placement in the AAA TourBook, North Central 2008
edition.
Ordered the 2008 Giant Step registration forms, to be mailed to the visitor
industry in early October. It will be placed online at SDVisit as well.
Shot Giant Step partner videos and interviews at Watiki Water Park, Peregrine
B&B, Crazy Horse Memorial, the Washington Inn in Keystone, the Hot Springs
Chamber of Commerce, and the Custer Chamber of Commerce.
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Publications
Made revisions to the Adventure Travel Guide – quantity ordered will be based on
bids. Delivery of guide is scheduled for early November.
Drafted criteria, categories, photo needs, and a timeline for the new
Cultural/Heritage publication.
Had responses from 88 of the 103 gold courses in the state for listings and/or
ads in the South Dakota Golf Course Directory, which will be published in 2008.
Finalized changes to entries for the 2008 Tourism Assistance Directory, which
will be distributed at the 2008 Governor’s Conference on Tourism.
Designed Snowmobile Trails Map with changes to the trails across the state in
partnership with the Department of Game, Fish & Parks. Designed a new cover
panel and updated photos on the rest of layout. Plan to order 50,000 copies of
the map. Tourism will help distribute maps via requests and the rest will be
available at trailheads and at public and private sites around the state.
Sent files to consultant Rosemary Draeger so she could provide an updated bird
check-off list for the Glacial Lakes & Prairies birding guide. Updated files
will be forwarded to the Glacial Lakes & Prairies director and the Department of
Game, Fish and Parks for reprinting. Will complete similar tasks for the
Southeast South Dakota birding guide.
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Web/E-Commerce
On TravelSD.com: Visitor Services Directory has 5,128 entries; and 86 travel
specials are listed for 17 cities. Between August 29 and September 26, 55
e-postcards were sent by consumers. For Hot Deals, 38 businesses are registered
and eight hot deals are currently running.
Reviewed/tested the Travel Community section and the Online Polls, both TravelSD
enhancements. Continued working on content of Travel Professionals pages for use
by AAA/CAA offices, travel agents, and group tour operators.
Worked on changing the online sign up forms for both Travelsmart and Travel
Trade from MyEmma.com to Listrak.com forms. Discussed changes to the interest
categories, which also need to be carried over to the call center script. Target
date for completion of the transfer is November 1.
Continued monitoring the submissions to enter the giveaway and/or to request a
Vacation Guide for the Family/Adventure (direct mail #2), which had four landing
pages for tracking purposes. A total of 266 submissions were received for the
promotion period, June 25 - August 31.
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Research
Provided follow-up on past promotional databases for inclusion in the Visitor
Relationship Management (VRM) system. Met to discuss navigator gauges and
fulfillment business rules.
Imported visitor industry contacts into a new database management system called
ACT! Received overwhelming responses from the industry to bring their contact
information up-do-date. The next step is to ask industry members to complete an
online (email) from to get their business category(s) and find out what
marketing information they wish to receive from Tourism.
Continued to monitor web survey responses from TravelSD.com into the database.
Received 114 submissions August 29 - September 27.
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Logo Usage
Fulfilled requests for logo and photos to Denny Gorton, South Dakota
Firefighters magazine; logo to Darcy Roberts, Dakota MEP; and logo to Rossana
Stella, National Geographic Traveler.
Governor’s Buffalo Roundup and Governor’s Invitational Pheasant Hunt
Reserved the satellite truck and satellite time with Relay House. Coordinated
satellite feed details and sent email alerts to more than 2,000 media contacts.
Worked with the media team to set up interviews to be included in the feed.
Worked with officials at Custer State Park on media passes and truck placement.
Continued working on details for Governor’s Invitational Pheasant Hunt:
invitations, license plates, decals, menus, program book and other print
materials, team ambassadors, and décor.
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Awards
In partnership with National Geographic Traveler, Travel Industry Association of
America (TIA) selected 10 travel industry organizations to receive their 2007
Odyssey Awards, the premier travel recognition program for the visitor industry.
The winners will be formally announced at the annual banquet on October 23
during the TIA Marketing Outlook Forum in Charlotte, North Carolina. All winners
will be recognized in the January issue of National Geographic Traveler
magazine.
The name of the award presented to the South Dakota Office of Tourism is
Domestic Discover America Marketing and their winning entry wads called: “Twenty
Bucks for The Road.”
“In an effort to combat high gas prices and a predicted slump in summer travel,
the South Dakota Office of Tourism developed a partnership with the state’s
ethanol industry to help ease the burden of gas prices, promote South Dakota as
an affordable travel destination and showcase the state’s leadership in the
production of alternative fuels. An aggressive PR campaign generated tens of
thousands of requests from non-resident travelers for vouchers redeemable for a
one-time $20 purchase of ethanol-related fuel at participating South Dakota gas
stations. An impressive 44% of vouchers were redeemed by visitors generating an
economic impact of nearly $13 million for the state.”
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