MEMORANDUM TO: Richard Benda
DATE: February 7, 2008
FROM: Melissa Bump
SUBJECT: Tourism’s January Monthly Status Report
You may download and print the entire
January
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
Great Events
Governor's Tourism Advisory Board
2010 Initiative
Please refer to the web site at
www.2010initiative.com
for updates.
Or, review Tourism's
January Summary Report to
Secretary Benda.
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Cultural Heritage
Tourism
Continued contacting groups for possible inclusion in the new publication.
Discussed a “nostalgia” section of the upcoming publication and titles for other
sections. Developed timeline.
Agri-Tourism
Worked with Southeast South Dakota Tourism Association and Department of
Agriculture on an Agri-tourism conference to be held on July 15th. Contacted
potential speaker and sponsor. Contacted Nebraska Tourism for information on
their program.
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Media & Public
Relations
Compilation of earned media: January – estimated ad value of $9,591 (circ.
344,745); and Fiscal Year 2008 – estimated ad value of $455,154 (circ.
7,285,465).
Fulfilled requests from Argus Leader, Midwest Living magazine, South Dakota
State University, Seasons magazine, KNBN radio, and inquiries from MediaSD.
Interviewed by Eye on Keloland (National Treasure); MyRagan.com (text campaign);
KOTA-FM (Tourism Conference and National Treasurer Web traffic); Rapid City
Journal (text campaign and Tourism Conference); KCCR, Capital Journal, and Argus
Leader (tourism conference); and KVHT-FM (Information Center counselors needed).
Participated in conference call regarding a newly-developed Fossil Freeway
project with proposed sites in Nebraska and South Dakota.
Continued monitoring various Web sites for networking and advertising
opportunities: My Ragan.com page and Linkedin.com, Web pages for public
relations professionals; and Lyro.com, which is being used by Tourism as more of
a promotional tool than a networking tool right now.
Researched contact and publication information for media blitzes/appointments in
Minneapolis in March and New York City/Washington DC in April.
Posted/sent the following press releases: To in-state media (posted to
www.MediaSD.com and the State News Web): Winter Marketing Campaign Gathers
Steam, Office of Tourism Unveils Third Pair in Poster Series, National Treasure:
Book of Secrets Boosts Traffic to State Tourism Website, Tourism Advisory Board
Elects Officers, South Dakota Film Office Teams Up With Reel Scout, Tourism
Leaders Recognized by Governor Rounds, and Travel Counselors Needed for
Interstate Information Centers.
Posted six industry releases to MediaSD.com and one industry release to
FilmSD.com.
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Industry Relations
Highlights from Governor’s Conference on Tourism: presentations of annual
Tourism awards by Governor Rounds: Ben Black Elk Award to Leonard and Mildred
Cimpl, Tabor; A.H. Pankow Award to Jeff Anderson of KSDR Radio, Watertown; and
George S. Mickelson Great Service Awards to Redlin Art Center, Watertown and
Cadillac Jack’s Gaming Resort, Deadwood.
Distributed the Annual Report, Economic and Fiscal Impacts Study, Tourism
Assistance Directory, and Co-op Marketing programs booklet, all of which can be
found online at SDVisit.com. Received 603 full registrations and 104 partials
for a total of 707 for the 2008 Conference. For the 2007 Conference, we had 486
full registrations and 106 partials for a total of 592 registrants. Gathered
evaluation comments and compiled for staff review to begin planning the 2009
Conference; will continue to process comments.
Worked a travel show in Chicago with the Black Hills Travel Show Council, whose
partners include Rapid City, Deadwood, Custer, Sturgis, Spearfish, Hot Springs,
Wall, Custer State Park, Mickelson Trail, Mount Rushmore National Memorial,
Crazy Horse Memorial, and the South Dakota Campground Association.
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Trade Sales
Group Tour/International
Sent new Travel Professionals E-newsletter to 114 tour operators, travel agents,
and meeting and event planners. Produced a new DVD to be used to promote to tour
operators, travel agents, and meetings professionals. It will be added to the
Travel Professionals section of TravelSD.
Worked with the South Dakota Association of CVBs to create a Meetings Tip Sheet,
which will give Meeting and Convention Planners a quick, one-stop look at what
services, hotel room numbers, meeting and convention space, etc are available in
South Dakota communities that participate in the co-op. Will post online the
first week of February on the Travel Professionals page on TravelSD.com.
Submitted magazine ad for the Meeting & Convention Co-op for Midwest Meetings
Magazine as well as matching editorial content for same issue.
Finalized preparations for NAJ Summit in February. Requested appointments with
top 10 companies.
Finalized sign-up forms for the Group Tour Planning Guide, which will be mailed
the beginning of February to Tourism’s database. Expected completion of guide is
December.
Provided information to Roseville Senior Community for their upcoming South
Dakota tours; Group Tour Leader, Tennessee; and George Robinson, group leader
from Montana.
Finalized dates and cities for trade blitzes: Minneapolis, March 10 – 14 and
Omaha, March 31 - April 4.
Have received commitment from several cities and organizations to be part of
each blitz.
Fulfilled requests for information to travel agents and regional directors from
MLT World Vacations, AAA Oklahoma, AAA Ohio, AAA California, AAA Minnesota, AAA
Minneapolis, AAA New York, Abbott Travel and Carlson Wagonlit.
Finalized International section on TravelSD. Updated the Great Parks, Monuments,
& Memorials brochure and ordered reprints in English, Japanese, German, French,
and Italian.
Hosted Alidays, Italy, fam in the Black Hills for twelve travel agents, the
Rocky Mountain International (RMI) representative from Italy, and a
representative from Alidays, a tour company that develops products and places
them in a catalog for travel agents to sell. The twelve travel agents on this
fam own 900 travel agencies and sell Alidays’ products to businesses clients,
individuals, and tour operators.
Mailed trade show leads from World Travel Market and Showcase Italy, plus RMI
Roundup registration information to 565 South Dakota suppliers who’ve requested
international information.
Completed Japanese Group Tour Fam itinerary for Japanese group tour operators in
June.
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Outdoors
Participated in Pheasant Fest 2008 in St. Paul with a booth and as a sponsor.
Attendance was estimated at 30,000 with most questions on hunting turkey and
pronghorn.
Finalized preparations for SHOT Show in Las Vegas. Contacted writers and
outdoors industry representatives to set up meetings. Attended POMA press
conferences to discuss their annual conference in Sioux Falls next year. At $3.7
billion per year, the U.S. hunting and shooting sports market is huge, with the
SHOT Show providing exhibit space for 1,948 companies and attracting buyers and
media from 50 states and 75 countries.
Discussed a new program called “South Dakota Style TV,” as an online television
series dedicated to the outdoors opportunities in South Dakota. Each episode
would be 4-6 minutes in length and take visitors on a variety of adventures
available in a short period of time.
Sent January outdoors story idea on ice fishing to writers and editors of
outdoors publications. Monthly contact is two-fold: supply story ideas and keep
“top-of-mind” awareness with writers and travelers.
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Film Office
Announced Reel Scout™ program’s purpose and capabilities at the Tourism
Conference. Continued adding contact information. Locations database has 130
files, to date.
Provided National Treasure: Book of Secrets movie poster, premiere invitation,
and lanyard to South Dakota State Historical Society for their permanent museum
collection. Continued to promote South Dakota National Treasure: Book of Secrets
packages to seven markets across the country: Boston, Dallas, Denver, New York,
Philadelphia, Phoenix, and Pittsburgh. Continued to promote international
National Treasure Trail game on www.TravelSD.com/thenationaltreasuretrail.
Provided movie poster to tourism association for use at travel shows.
Wrote and distributed the following press releases: NATIONAL TREASURE: BOOK OF
SECRETS Boosts Traffic to State Tourism Website, South Dakota Film Office teams
up with Reel-Scout™ - All new locations library now available online, and South
Dakota Film Office gains full AFCI Membership. Posted those to FilmSD, plus
Filmmaking Competition Increases Cash Prizes.
Began gathering information and drafted timeline for the new film production
guide.
Placed film office ad in January issue of P3 Production Update and worked on ad
for March issue.
Provided Guide to Grants from South Dakota Arts Council to festival producers of
the 2008 South Dakota Film Festival.
Fulfilled film production information requests to Claudette Sabor, P.I.G.
Productions and Matchpoint Media.
Plan to attend the South by Southwest (SXSW) film festival in March in Austin,
Texas. Worked on securing a booth space and provided film office information to
the publication distributed at the festival.
Gained full membership status with the Association of Film Commissioners
International (AFCI), non-profit educational association. The status was made
official after core requirements were met in December 2007. The AFCI is the
official professional organization for film commissioners, both domestic and
international, who assist in film, television, and video production across the
world.
Worked with Film the West partner states of Wyoming, Montana, and Idaho on a new
booth concept for AFCI Locations Trade Show in April in Santa Monica,
California.
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Information Centers
Requested Bureau of Personnel to place the job announcement for the travel
counselors positions at the Interstate Information Centers for the 2008 Summer
Season. Sent press release on the same. Currently have received 89 applications,
62 returning applicants and 27 new applicants.
Have approved visitor-related brochures for placement in the Information
Centers. Asked CVBs and regional tourism associations to place information in
their newsletters about gaining prior approval for brochure placement.
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Hospitality
Reviewed Great Service Star applications and notified businesses and regional
tourism offices of those approved for use of the Star in promotions. Mailed or
handed out the new wooden plaques being used in the Star program. Each year a
business is authorized (application process) to use the Star, they will receive
a metal plate with the year on it to affix to the plaque.
At the Tourism Conference, awards for the 2007 George S. Mickelson Award were
presented to the Redlin Art Center in Watertown and Cadillac Jack’s Gaming
Resort in Deadwood.
Finalized contract with Black Hills State University on the hospitality
curriculum development. Will notify the visitor industry when the program is
available for use.
Drafted letter and developed application form for spring hospitality training
programs. Will mail to organizations in February.
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Inquiries
Total November Inquiries through
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Native American Tourism
Worked with Tribal Government Affairs on an agenda for the Tribal Tourism
Roundtable, held after the Tourism Conference. Discussed information on becoming
a historic site, programs managed by the South Dakota Arts Council, reprint of
the Great Sioux Nation, and suggestions for ensuing roundtables.
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Photo/Video
Fulfilled requests for photos/slides to Lawrence and Schiller, Deadwood and
Sioux Falls; Bureau of Personnel, AAA, Capital Enhancement Services, Outdoor
Campus, Sioux Falls; Game, Fish and Parks, Pierre and Lead; US Dept. of
Agriculture, Koupal Communications, State Publishing, South Dakota Lottery,
Tumbleweed Lodge, Department of Transportation, Pierre; SD School of Mines and
Technology, Rapid City; Alliance Communications, Garretson; GF Advertising,
Mitchell; South Dakota Magazine, Yankton; Redlin Art Center, Watertown; SD
Public Broadcasting, Vermillion; Black Hills, Badlands & Lakes, Rapid City;
Madison Chamber of Commerce; Chamberlain-Oacoma Chamber of Commerce;
indexinn.com; HyVee, Iowa; thenationalcapitols.com; and Tommy Swanson Travel,
Switzerland.
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Travel Market
Advertising
The 2008 Giant Step magazine co-op has 40 partners. Media buy includes: Better
Homes and Gardens (circ. 1,079,000), February and April issues; Ladies Home
Journal (circ. 543,000), February, March, and May issues; Travel 50 and Beyond
(circ. 115,000), February, April, and June issues; Family Circle (circ.
589,167), March, April, and June issues; Parents (circ. 314,535), March, April,
and May issues; Camping Life (circ. 82,155), March and May issues; Midwest
Living (circ. 950,000), March and May issues; Field and Stream (circ.
1,500,000), April issue; Guidepost (circ. 2,345,000), April and June issues; and
Budget Travel (circ. 149,000) May issue.
Approved and shipped the following Giant Step magazine (3-page) ads: Buffalo
theme – Family Circle, on sale March 6; Sylvan Lake theme – Midwest Living, on
sale February 27; Buffalo theme – Parents, on sale March 6; Corn Palace theme –
Better Homes & Gardens, on sale March 20; Rushmore theme – Guidepost, on sale
March 20. Finalized and shipped Deadwood Winter snow alert email, snow alert
text messages, and Deadwood Winter newspaper gaming ad in Casper and Sioux
Falls. Sent Travelsmart.
Developed and mailed sign-up forms for the Great Getaways newspaper insertion
co-op, which is being opened up for statewide participation. Print piece will be
a single, 24-page insert, distributed the week of April 27 for a circulation of
almost 700,000 in neigh boring states. It will feature 50 partners.
Completed design of Vacation Guide covers, inside pages 1-23, calendar of
events, and map. Sent final files and color proofs to the printer. Expect
delivery of 78,000 guides in late February with the other 397,000 guides in
March. Tourism and the four regional tourism associations are partners in the
guide.
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Publications
Finalized layout of golf publication. Contacted South Dakota Golf Association
Executive Director to get logo and photo files. Contacted advertisers.
Continued working on layout of the motorcycle guide. Delivery is planned for
late April. Major highways and nine scenic drives will be labeled for reference.
It is not meant to replace the state highway map.
Drafted timeline for updating the Greenhorn’s Guide.
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World Wide
Web/E-Commerce
On TravelSD.com: Visitor Services Directory has 5,150 entries; and 35 travel
specials are listed for 11 cities. For Hot Deals, 40 businesses are registered
and five hot deals are currently running. From January 1-28, 39 e-postcards were
sent by consumers. In the Calendar of Events, 485 events listed.
TravelSD enhancements: Only in SD button changed to Our History; improved
Experience banner’s rollover appearance to entice more traffic; updated Vacation
Guide graphic; Travel Specials were updated to Vacation Packages, based on
keyword search and focus group research. New international section provides
useful information for foreign visitors, such as PDF’s of the Great Parks and
Monuments publication in different languages, currency/banking information, and
links to customs resources.
Sent eFYI newsletter to industry list. Stories included the 2008 Tourism
Conference, 17% increase in inquires over previous year, snowmobiling fam tour
to Italian travel agents, Scandinavian mission, journalists in the state, and
the adventure travel expo.
Approved new design of Travelsmart to allow for niche content so readers will
receive information based on their specific interest. Identified new interest
categories for the opt-in form, which will be consistent with the Digital
Strategy partners’ sites.
Discussed development and goals of the Crisis Communication pages, which will be
part of the Breaking news section on TravelSD.com. The page will include updates
on such things as forest fires, snow alerts, and flooding that may impact
travel.
Worked on camping pages for TravelSD.com that will house information about both
public/private campgrounds that will allow the visitor to search by amenities.
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Research
Findings of the Fiscal and Economic Impacts Associated with the Vacation Travel
Industry in South Dakota Study for 2007 (distributed at the 2008 Governor’s
Conference on Tourism) showed: Economic Impact of $2.352 billion generated by
$941 million in direct spending. The full report, along with other studies and
research is available online at SDVisit.com.
Industry Services: Provided website design and marketing strategy consultation
to the Department of Game, Fish & Parks; collaborated with Mitchell CVB to
provide research assistance; and provided data and reports to representative of
Destination Development for the Rapid City re-branding project.
Continued progress in Phase II of the Navigator program, which will include
reservations data. Worked through process of updating media codes in Navigator
to provide ROI analysis.
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Logo Usage
Forwarded logo files to Department of Transportation for new DOT heavy scales
truck decals; State seals to State Library; and Mount Rushmore photos to
Friendly Excursion, Sunland, California.
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GREAT EVENTS 2008:
Czech Days, Tabor – June 19-21: Accepted delivery of 10,000 brochures, which
were delivered to the local committee. Worked on updating postcard and get
quotes for different quantities in four-color. Expected delivery of postcards is
early March.
Oahe Days, Pierre – June 20-22: Worked on copy for Web, magazine and newspaper
ads, postcard, and rack card. Expect to finalize creative needs at their
February meeting.
Festival of Presidents, Rapid City – June 27-28: Worked on copy for Web,
magazine and newspaper ads, postcard, and rack card. Sent logo design and
waiting for approval or suggested changes.
Mickelson Trail Trek, Black Hills (Outdoor Event) – September 19-21: Will attend
meeting when notified.
Hill City Western Heritage Festival, Hill City – September 20-21: Worked on copy
for Web, magazine and newspaper ads, postcard, and rack card. Expect final
creative decisions at their February meeting.
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Governor’s
Tourism Advisory Board
The Board met in Pierre to review three new applications for the Million Dollar
Challenge program and to consider additional information requested from two
applications reviewed in December. The Board approved projects for the Strawbale
Winery’s Project Linus, Lower Brule Sioux Tribe’s Gift of the Plains, and
Watertown’s Bodies Human Exhibit. Assigned Board liaisons to each project.
Notified applicants of the decisions.
Elections were held and John Brockelsby from Rapid City was named President and
Frank Smith from Gettysburg was named Vice President.
Regional directors and their board officers presented marketing reports from the
2007 campaigns and plans for the 2008 campaigns.
At the December meeting, incentives, based on net increases in regional
memberships, were discussed and approved. They were reviewed at the joint
meeting between the Tourism Board and regional representatives.
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