MEMORANDUM TO: Richard Benda
DATE: April 7, 2008
FROM: Melissa Bump
SUBJECT: Tourism’s March Monthly Status Report
You may download and print the entire
March 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
Native
American Tourism
Photo/Video
Travel Market Advertising
Publications
Web
Logo Usage
Strategic
Planning Session
Great Events
2010 Initiative
Please refer to the web site at
www.2010initiative.com
for updates.
Or, review Tourism's March Summary Report
to
Secretary Benda.
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Cultural Heritage
Tourism
Completion of the “South Dakota Treasures, Cultural & Heritage” publication is
July 2008.
Agri-Tourism
Attended a meeting in Pierre at which Country Adventures explained their website
as being an online mall for rural tourism. They received a grant to develop and
expand their website and their Rural Resource Marketing Assistance program,
which includes holding public information meetings.
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Media & Public
Relations
Compilation of earned media: March estimated ad value of $13,705 (circ.
2,298,607); and Fiscal Year 2008 estimated ad value of $491,682 (circ.
10,621,898).
Posted following press releases: To in-state media (posted to www.MediaSD.com
and the State News Web) “Enhanced Tourism Web Site Promotes South Dakota
Campgrounds.” Posted five industry releases to MediaSD.com. Posted press release
announcing the “In Your Own Backyard” series; the first story is a Brookings
event and the press release will be posted in April. Solicited Backyard
submissions from the industry and developed a placeholder on SDVisit.com so
industry partners can download the form and submit ideas.
Fulfilled requests from LA Homes & Gardens, National Geographic Adventure, My
Home magazine, and inquiries from MediaSD. Interviewed by Argus Leader
(Minnesota promotion), KOTA-TV (upcoming peak season), Capital Journal (peak
season, Film Office, film project, incentives, and marketing efforts), Rapid
City Journal (film project and film incentives), and KSFY-TV (gas prices…will
they affect tourism?). Provided copy regarding South Dakota’s state parks to the
St. Paul Pioneer Press for inclusion in their Go Guide, a specialty publication.
Compiled and sent information to Shel Zolkewich, a freelance writer from Canada,
regarding summer family travel opportunities.
Attended first meeting for the Mount Rushmore National Memorial celebration and
fireworks. Discussed ideas for sponsorships, earned media, and possible
additions to the fireworks page on TravelSD.com. Contacted South Dakota Public
Broadcasting about live streaming of the fireworks.
Met with seven writers in Minneapolis on a Media/Public Relations blitz. In
conjunction with this, worked as a street team to promote the Great Neighbor
Getaways to Minnesota residents at one of the Hiawatha lite-rail train stations.
The promotion also included wrapping two rail cars with South Dakota images.
Worked on developing an outdoors adventure itinerary for the June fam in
northeastern South Dakota, which includes biking in Sioux Falls, horseback
riding in Sica Hollow State Park, canoeing/fishing on Roy Lake, and geo-caching
in Fort Sisseton State Park. Sent invitations to 10 selected writers.
Continued working with cities in an attempt to bring Travel Media Showcase (TMS)
to South Dakota, a conference for travel writers that allows them to quickly
meet with industry representatives from other states/regions.
Added two video clips to YouTube and updated and added subscriptions to other
channels.
Currently registered and have stories on Wordpress.com and MySpace.com.
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Industry Relations
Hired Joey Hockett as the new Visitor & Industry Relationships Representative.
His programs include Great Events, Agri-Tourism, Million Dollar Challenge
projects, and co-op marketing programs.
Organized regional brainstorming meetings in Rapid City, Pierre, Watertown, and
Sioux Falls. Regional tourism directors reviewed the topics/comments during
Strategic Planning Sessions that involved the Governor’s Tourism Advisory Board,
Tourism staff, and industry leaders.
Contacted CVBs and regional directors to get their 6-month meetings and events
calendars and offered to attend meetings per invitation.
Received six new applications for Governor Rounds Million Dollar Challenge
program for FY2009. They will be reviewed by staff and the Tourism Board in
April. The FY2008 Million Dollar Challenge program included one statewide
project, plus others in the Black Hills, Belle Fourche, Wall/Badlands/Murdo and
15 others along I-90, Northern South Dakota, four cities along the Missouri
River, Britton, Faith, Hill City, Chamberlain/Oacoma, Rapid City, North Sioux
City, Eagle Butte/Cheyenne River Sioux Tribe, Winner, Watertown, Pine Ridge, and
Yankton.
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Trade Sales
Group Tour/International
Have received information from 218 partners for the 2009-2010 Group Tour
Planning Guide. Will make calls to current partners who’ve not yet responded.
Worked with South Dakota Association of CVBs to create website banner ads and
placed on two Meeting & Convention websites: Meetings Midamerica will include
the banner ad on their main website (5,500 hits weekly) and also on an
e-newsletter blast to their database of meetings planners (3,700 subscribers).
Midwest Meetings will place the banner ad on their website (2,300 hits weekly)
for one year. Placements also include corresponding editorial.
Organized and participated in the Minneapolis Trade Blitz. Other partners were
from the Black Hills, Badlands & Lakes Association, Rapid City CVB, Sioux Falls
CVB, and Watertown CVB. Met with 60 travel agencies and tour operators. Contact
information/leads were shared by all.
Finalized details for the Omaha Trade blitz, March 31 - April 4. Other partners
are from the Black Hills, Badlands & Lakes Association, Southeast South Dakota
Tourism Association, and Sioux Falls CVB.
Completed itinerary for the Western Hospitality fam tour for travel agents in
May with stops in Sioux Falls, De Smet, Watertown, Pierre, Murdo, Badlands
National Park, Wall, Black Hills National Forrest, Deadwood, Spearfish, Hill
City, Mount Rushmore National Memorial, Crazy Horse Memorial, Custer State Park,
and Chamberlain. Sent 1,500 invitations to travel agencies affiliated with AAA
and MLT. Fam is limited to 45 participants.
Sent Issue 3 of the Travel Professionals E-Newsletter to 123 list members – tour
operators, travel agents and meeting and event planners. www.TourSDakota.com.
Assisted travel agents and regional directors from MLT World Vacations, plus AAA
offices in Texas, Pennsylvania, Iowa, Washington, Kentucky, Oklahoma, Ohio,
California, Minnesota, Minneapolis, New York, Abbott Travel, and Carlson
Wagonlit. Fulfilled requests for information from AAA/CAA offices in California,
Colorado, Connecticut, Florida, Iowa, Illinois, Indiana, Kansas, Kentucky,
Massachusetts, Michigan, Minnesota, Missouri, Mississippi, North Dakota,
Nebraska, New Jersey, New York, Ohio, Oklahoma, Oregon, Pennsylvania, South
Dakota, Tennessee, Texas, Virginia, Washington, West Virginia, and Wisconsin;
plus Manitoba and Saskatchewan.
Continued working on 2Nation Tours Familiarization Tour in June, covering
eastern South Dakota and southwestern Minnesota. Mailed Save-the-Date postcard
to 1,200 tour operators and group leaders who had requested 2Nation Tours Fam
tour information.
Sent requested information to Northland Travel, WTI Tours, Iowa; Carlson
Destination Marketing Services, Minnesota; Bus Tours magazine, Illinois; Sun
City Roseville, California; and American Travel Service, Norway.
Confirmed arrangements for the Japanese Group Tour Fam itinerary for 10 in June,
which includes the Black Hills and major attractions, Badlands National Park,
Rapid City, Pierre, De Smet, and Mitchell.
Fulfilled photo requests to Marc Bainaud, France, and Godfrey Hall, United
Kingdom, for buffalo roundup articles
Attendees at the Rocky Mountain International (RMI) Roundup in April include 18
South Dakota suppliers who represent 23 businesses and who have the opportunity
to meet with 39 tour operators – 37 international and two domestic inbound
companies. Finalized itinerary for post-RMI Roundup tour for 11 tour operators,
April 11-15.
Attended International Tourism Bourse (ITB) with RMI staff in Berlin and met
with 77 tour operators and journalists, an increase over last year when we met
with 68. (Dirk Rohrbach, Germany, presented a slide show on his three upcoming
South Dakota Native American tours that will help raise money for a new school
at Oglala and for Lakota textbooks.) There is much interest in our area due to
the devalued dollar and the upcoming presidential election. Attended Paris
Mission with RMI and conducted nine tour operator trainings and seminars; hosted
eight journalists to meetings and dinner; and hosted 27 tour operators and
journalists to a VIP dinner plus a meet and greet.
Mottotourismo, Italy, has confirmed that they be in South Dakota in June for a
motorcycle tour, and will publish South Dakota motorcycle routes in a tour
catalog, magazine article, and TV program.
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Outdoors
Emailed March’s story ideas to 1,400 outdoors writers and editors - “Out
Northern Pike fishing on Lake Oahe.”
Was contacted by Jack Baker, the president of the North American Ice Fishing
Championship (NAIFC) Tournament Series about bringing Trap Attack Ice Fishing
Tournaments back to South Dakota. He is interested in having a tournament in the
Webster area, but requires a $5,000 city sponsorship fee in order to be
considered. Provided tips and contacts to Rusty Damons regarding an outdoors
show.
Hosted journalists Jim Neimiec, Western Outdoors, on a spring goose hunt and Bob
Jensen, Midwest Outdoors, on ice fishing the northeast.
Compiled promotional gift package for Pat O’Connor with KCAUTV 9 in Sioux City,
Iowa, for the Annual Walleye Weekend Tourney in Pickstown.
Worked with Bill Scherk to set up spring trips for Due North Outdoors TV.
Contacted Bill Marchel, a writer for the Star Tribune, about his recent article
on snow geese; pitched the ivory gull story. Have made initial contact with Geri
Storer, The Hunting Chronicles TV Show. Contacted Eric Gislas with Kent Hrbek
Outdoors regarding story ideas, “Riding the Mickelson Trail” and “Spring
Training (fishing) in South Dakota.” Contacted Bob Cooper, freelance writer from
California, regarding story opportunities in South Dakota. Cooper is planning a
trip this spring and is pitching a story to National Geographic Adventure on
“Wild Roads” of South Dakota.
Continued working with the Sioux Falls CVB on the Professional Outdoor Media
Conference (POMA) that will be held in Sioux Falls, July 30 - August 2. Held
discussions with POMA about a fishing tournament they want to have the day
before the conference; working with Yankton CVB to set up a spot on Lewis and
Clark Lake.
Contacted industry partners to set up a spring ice-out northern pike fishing
trip for April.
Participated in a conference call about the “Tour de South Dakota” bike tour, a
race for professional bike riders only, which draws people from all around the
country. It requires a large monetary investment.
Forwarded information on the South Dakota Walleye Classic in Akaska in August to
the Vocus list of writers who write about fishing and to the outdoors news list.
Held a conference call with Bob St. Pierre, Pheasants Forever, regarding the
Association of Wildlife Conservation Partners (AWCP). They are searching for a
venue that allows them to fish, hunt multiple species, and hold meetings with
accommodations for 40-50 people.
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Film Office
Continued working with Black Hills Central Reservations regarding package
bookings for seven winners from the National Treasure: Book of Secrets
promotion.
Assisted the South Dakota Film Festival group to distribute “Call for Entries”
postcards to film industry.
Fulfilled requests for film production and tax refund information to Children In
Film, looking for talent and modeling agency; and Elisia Harkins, TV Production
at Notre Dame High School.
Organized agenda and speakers for the first 2008 Film Roundtable in Pierre and
discussed the role of the Film Office; 19 people attended. Presenters included
Mike Pflaum from Mount Rushmore National Memorial regarding film permits and
South Dakota Film Festival organizers.
Staffed an exhibitor booth at the South by Southwest Film Festival in Austin,
Texas, which provided the opportunity to network with the film industry and sell
South Dakota as a location. This festival is also an educational opportunity for
producers/film companies via seminars and screenings. Worked with South Dakota
Film Festival to distribute their postcards with their festival information.
Set up meetings with film industry contacts while in Santa Monica at the
Association of Film Commissions International (AFCI) Locations Trade Show, April
10-13. Developed a slideshow of South Dakota locations to have available at the
trade show booth and submitted two film office ads for Marketing Awards, which
will be announced during the trade show.
Placed full page, 4-color ad in P3 Production Update, which will be distributed
at AFCI Trade Show.
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Information Centers
Reviewed 135 applications for the travel counselor positions at the Information
Centers; conducted phone interviews plus one-on-one interviews in Sioux Falls
and Chamberlain. Mailed regret letters; mailed hire packets to 75 applicants.
Centers open May 17; daily hours of operation are 9am to 7pm.
The training tour is in the southwestern part of the state, May 1-8, and
includes eight communities.
Worked with Pheasantland Industries on designing new brochure racks for the
Centers. Developed new script for the travel tapes and CDs. Discussed new
research to be conducted at the Centers.
Mailed poster co-op program information to the industry; there are 85 partners;
three spaces are still available at Wasta EB.
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Hospitality
Placed list of those who’ve earned the privilege of displaying the 2008 Great
Service Star on SDVisit.com.
Wrote article for the Custer Chamber of Commerce newsletter explaining the
Governor's Hospitality Certificate program. Prepared list of certificate
recipients from Custer and Custer State Park for the Custer Chamber in
preparation for their annual spring banquet.
Evaluated application proposals for the cities sponsoring a spring hospitality
training speaker and distributed $10,000, per proposals, to Britton/Sisseton at
Fort Sisseton, Watertown, Chamberlain, Spearfish, Rapid City, Huron, and Faith.
Will compile list of spring training sites for press release and/or email blast
to the visitor industry.
Contacted Priscilla Romkema and Sheila Aaker from Black Hills State University (BHSU)
and invited them to present the online hospitality training curriculum module at
the Strategic Planning Session in Deadwood. Mailed information to Chambers, CVBs,
economic development offices, and Governor’s Tourism Advisory Board encouraging
them to spread the word on four regional Train-The-Trainer workshops about the
online training curriculum. The workshops were set up by BHSU and will be held
in April and May; attendees will be able to train others on using the online
training curriculum.
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Inquiries
Total January Inquiries:
Internet (e-mail):
13,421
Mail: 1,223
Phone: 1,504
Total:
16,148
For fiscal year 2008, there is an overall
increase in inquiries of 18% percent over FY2007
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Native American Tourism
Attended the Indians and Pioneers Meeting in Pine Ridge. Attended the South
Dakota Indian Business Alliance meeting in Fort Pierre.
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Photo/Video
Fulfilled requests for photos/slides to Lawrence and Schiller, Insight
Marketing Design, South Dakota Health Care Association, Outdoor Campus, The Big
Read, Sioux Falls; Game, Fish and Parks, South Dakota State Historical Society
Press, Governor’s Office, Harley Owners Group, Pierre; Custer State Park; Rapid
City Journal, RJ Design, Black Hills, Badlands & Lakes Association, HMS
Enterprises, Rapid City; TDG Communications, Deadwood; South Dakota Walleye
Classic, Akaska; Joop Bollen, Aberdeen;
City of Madison; Register-Lakota Printing, Chamberlain; South Dakota Magazine,
Yankton; Business Facilities magazine, New Jersey; Isaac Walton League,
Minneapolis Star-Tribune, Minnesota; Spring Hill Press, Missouri;
MyOutdoorPlaces.com; USA Today; and Essentially America magazine, United
Kingdom.
Fulfilled video requests: Sent outdoors and scenic footage to KSFY-TV and KTTW-TV
for spots they are producing for the Outdoor Expo. Sent Black Hills footage and
a TV spot to Prairie Berry Winery for use on their website. Sent Black Hills
footage to the Black Hills campus of SDSU for a nursing recruitment video they
are producing. Sent video of Deadwood and the Black Hills to Lawrence and
Schiller. Sent stock footage to UFC Countdown in Los Angeles for a music video
profile they are producing.
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Travel Market
Advertising
Finalized and shipped the following for the peak season campaign for Giant Step
magazine ads: 3-page Deadwood ad, Midwest Living, on sale April 24; 1-page
Sylvan Lake ad, Budget Travel, on sale April 20; 1-page Crazy Horse ad, Camping
Life, on sale April 22; 3-page Sylvan Lake ad, Family Circle, on sale May 15;
1-page Corn Palace ad, Travel 50 & Beyond, on sale April 28; 3-page Corn Palace
ad, Guidepost, on sale May 20. Placed general Tourism newspaper ads in Eau
Claire, Milwaukee, Omaha, Des Moines, Gannett group (Green Bay, Appleton,
Oshkosh, Sheboygan, Fond due Lac, Manitowoc), Minneapolis, St Paul, Worthington,
Omaha, and Sioux City. Tourism and Deadwood ad for Minneapolis Star Tribune
special section – Great Vacations Guide, inserts April 13. Tourism TV donut
spots. Tourism Tier 3 radio spots. Deadwood Co-op newspaper ads in Denver,
Minneapolis, Casper, Cheyenne, and Sioux Falls. Deadwood Spadea and advertorial
for the Denver Post, inserts March 23. Deadwood radio spots. Rapid City Co-op
newspaper ads in Minneapolis, St. Paul, St Cloud, Denver, Fort Collins, and
Argus Leader’s special publication, Good Life Magazine, inserts March 24. Custer
State Park Co-op newspaper ads in Fort Collins, Greeley, SW Minnesota, and Sioux
Falls. Banner ads and jump page for Custer State Park Weekend Reunion Giveaway.
Travelsmart – March issue: Custer State Park Promotion, camping, rock climbing,
and outdoor photography were featured.
The Great Neighbor Getaway promotion in Minneapolis also included wrapping two
rail cars with South Dakota images. A breakout of the earned media impressions
for the train wrap promotion includes: KELO (x2) – 200,000 unique visitors to
their website per week; Argus Leader – 53,000+ or 75,000+ on the weekend;
Minnesota Public Radio – 800,000+; Minneapolis Star Tribune – 365,000+; blogger
from Hell’s Kitchen; and Finance-Commerce Online – 3,400. Total estimated at 1.6
million impressions.
Worked with Mount Rushmore National Memorial Society to secure a parking pass
and four reserved seats to the fireworks for our 4th of July giveaway.
Designed new format for Great Getaways piece into a 24-page, four-color insert
for 50 partners from across the state. The first newspaper inserts will by April
27 and have a total circulation of 698,593.
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Publications
Worked on elements of the timeline, layout, advertising, and distribution for
the motorcycle publication.
Ordered 40,000 copies of “Golf South Dakota” booklet and will work with the
South Dakota Golf Association on distribution. It is available on TravelSD as a
pdf.
Will send Great Lakes Birding booklet to the printer in mid-April.
Plan to design and produce a new Native American guide by the end of June. This
piece will focus on the culture of each reservation, and it will include travel
highlights and protocol.
Created a new two-color, 4-page guide for archaeology and paleontology,
“Greenhorn’s Guide to Archaeology & Paleontology.” Plan to print 3,000 copies
with delivery in early April for distribution at Information Centers and by
request. It is available by pdf on TravelSD.
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World Wide
Web/E-Commerce
On TravelSD.com: Visitor Services Directory has 5,169 entries; and 44 vacation
packages are listed for 14 cities. Three hot deals are currently running. From
February 29 to March 23, 26 e-postcards were sent by consumers. Posted the
homepage link for the Sturgis Rally “Win a Free Ride” and the Rally page banner
ad.
Ran test on three different landing pages for the Minnesota promotion to
determine which page layout performed the best with the Minnesota audience. Have
received 468 entries for the $250 dollar gas card giveaway.
Reviewed numerous landing page designs for the Custer State Park online
promotion and giveaway. Have received over 2,407 unique entries thus far; will
select winner on April 15. For CSP Co-op, reviewed keyword for PPC campaign.
For the campground co-op, a section on TravelSD.com will house information about
both public and private campgrounds in a searchable database by amenities.
On SDVisit.com, updated the guidelines for the Million Dollar Challenge program.
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Summer Internships
Photography internship was accepted by Stephanie Flyger, who is attending the
University of North Dakota and majoring in Interdisciplinary Studies –
Photography; her hometown is Pierre.
Visitor Industry Relations internship for the Information Centers was accepted
by Jake Jessop, who is attending the University of South Dakota and majoring in
Business Management with a Human Resources Management specialization; his
hometown is Presho.
Media/Public Relations internship was accepted by Nick Fosheim, who is attending
South Dakota State University and majoring in Journalism with an emphasis in
Advertising; his hometown is Webster.
Creative/Visitor Industry Relations internship was accepted by Nellie Bloomberg,
who is attending South Dakota State University and majoring in Hotel Management;
her hometown is Pierre.
Trade Sales internship was accepted by Beth Rahja, who is attending Northern
State University and majoring in Marketing. His hometown is Frederick.
Unsuccessful candidates were notified.
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Logo Usage
Sent logo to Ryan@ThinkBamboo. Sent State Seal files to Unique Sign in Rapid
City for signage for the former Governor’s mansion east of Rapid City. Sent
South Dakota script to Black Hills State University.
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GREAT EVENTS 2008:
Czech Days, Tabor – June 19-21: Designed a new poster for local committee.
Oahe Days, Pierre – June 20-22: Ordered 8,500 copies of an oversized postcard
for direct mailing.
Festival of Presidents, Rapid City – June 27-28: Forwarded ad for placement in
South Dakota magazine. The remaining ads are for newspapers, due in April.
Mickelson Trail Trek, Black Hills (Outdoor Event) – September 19-21: Local
committee approved postcard direct mail piece and will mail 12,000 copies to
past event participants and lists purchased from Ruf.
Hill City Western Heritage Festival, Hill City – September 20-21: Designed an
oversized postcard. The magazine ad is due in May and newspaper ads are due in
August.
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Strategic Planning
Met with tourism staff, L&S team, regional tourism directors, and industry
professionals to develop new promotion projects and set priorities for the next
year
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