R T H D A K O T A south dakota M I N N E S O T A M O N T A N A N O You made it! I O W A W Y O M I N G Wall Drug 2017 Annual Report Department of Tourism N E B R A S K A T R AV E L S O U T H D A KO TA . C O M contents 2 O3 O6 O9 10 about us strategic direction funding strategic area of focus #1 13 16 40 47 strategic area of focus #2 strategic area of focus #3 public relations global marketing & travel trade 52 56 60 strategic area of focus #4 strategic area of focus #5 year in review T R AV E L S O U T H D A KO TA . C O M Dear industry partners, Another successful year in the books! Congratulations to all of you for the hard work and dedication you put in to make 2017 yet another record year for tourism in South Dakota. The pages that follow will give you a snapshot of what the Department of Tourism has been up to over the last year, and a look at how our work affects our state’s economy. Our combined accomplishments and the difference we’re making in our state are worth celebrating. Thank you for your partnership and support, and for making our work possible. We’re happy to share this report with you, and we look forward to what we will accomplish together in 2018! All my best, James D. Hagen 4 2017 A N N U A L R E P O R T SOUTH DAKOTA DEPARTMENT OF TOURISM JIM HAGEN Secretary HARLA JESSOP Executive Assistant TRAVIS DOVRE WANDA GOODMAN Administrative Director Deputy Secretary TERESA TOPLE Administrative Assistant & Project Specialist MIKE GUSSIAAS KATLYN RICHTER KIRK HULSTEIN Global Marketing & Brand Strategy Director Global Media & Public Relations Director Industry Outreach & Development Director KEEGAN CARDA Media & Public Relations Representative COLE IRWIN Global Travel & Trade Director NATE JOHNSON NATASHA BOTHUN NEIL WAGNER JACEY JESSOP Welcome Center Manager Strategic Partnerships & Events Manager Industry Outreach & Development Rep Industry Outreach & Development Rep THE STUDIO TEAM ROBIN RATTEI SR. MARKETING SERVICES COORDINATOR Thad Friedeman MARKETING PROJECTS MANAGER Michele Ganschow VISUAL ASSETS MANAGER Chad Coppess WEBSITE MANAGER Ann DeVany GRAPHIC DESIGNER Angela Hofmeister CO-OP MARKETING MANAGER Ashley Worth SOCIAL MEDIA MANAGER & CONTENT STRATEGIST Stephanie Palmer CONTENT DEVELOPMENT MANAGER Austin Kaus Project & Information Specialist ALEXA STEINER Global Travel & Trade Representative VICKY ENGELHAUPT Global Travel & Trade Representative advisory board Ted Hustead, Chair Ivan Sorbel, Vice Chair Stan Anderson Tom Biegler John Brockelsby George Kessler (term ended April 2017) Ann Lesch Julie Ranum Carmen Schramm Frank Smith Kristi Wagner Steve Westra (term began May 2017) 5 strategic direction an 2017 A N N U A L R E P O R T VISION With world-renowned monuments, breathtaking landscapes, rich culture and heritage, and warm hospitality, South Dakota inspires a heightened sense of freedom & optimism and is one of America’s most desired and meaningful vacation destinations. VALUES MISSION We work to maximize tourism’s impact on South Dakota’s economy by increasing domestic and international travel to our state. AREAS OF FOCUS COLLABORATIVE CULTURE • Maximize South Dakota’s visitor economy PASSIONATE ENTHUSIASM • Enhance and expand sustainable industry success INCLUSIVE COMMUNICATION • Maintain and expand South Dakota’s brand presence CAN-DO ATTITUDE • Advance the development of the destination SAFE PLACE TO CULTIVATE IDEAS • Ensure operational excellence 7 T R AV E L S O U T H D A KO TA . C O M Working for You On Your Behalf • • Promote South Dakota as a premier travel destination through the following channels: Available Opportunities • Co-op marketing programs • State-hosted familiarization tours for trade professionals and journalists • Global marketing • TravelSouthDakota.com • Welcome Center programs • Social media • Photo and video assets • South Dakota Vacation Guide • Business and event listings on TravelSouthDakota.com • Press releases • Hospitality programs and training • Familiarization tours for trade professionals and domestic and international journalists • Marketing research, visitor profiling and travel trends • • Domestic and international consumer, media and trade shows Department of Tourism staff available to speak at programs, meetings and conferences • Consumer promotions • E-newsletters • 1-800-S-DAKOTA Retain memberships with trade and industry organizations such as the U.S. Travel Association and American Bus Association • Partnership in Rocky Mountain International • Promotion through five official state Welcome Centers • Work with the Visitor Industry Alliance to actively advocate for the tourism industry U.S. Travel Association/ Brand USA Department of Tourism Regional Tourism Associations CVBs & Chambers Working Together From the national level down to individual businesses, each entity in the tourism industry plays a distinct and specific role. The Department of Tourism's role: • Acting as a conduit of information from the national level to industry partners • Actively working to bring visitors inside South Dakota’s borders 8 Your business 2017 A N N U A L R E P O R T funding The Department of Tourism is funded through a 1.5% promotion tax. ORIGINAL TAX: 1% ( 1995 ) ADDITIONAL 0.5 % ADDED ( 2009 ) 0.5 % RENEWED ( 2011 ) 0.5 % MADE PERMANENT ( 2013 ) The Department of Tourism also receives approximately $3 million of the taxes levied on Deadwood gaming establishments. 9 T R AV E L S O U T H D A KO TA . C O M strategic area of focus #1 Maximize South Dakota’s visitor economy 10 2017 A N N U A L R E P O R T 2017 Economic Impact Travel generated $2.59 billion in state GDP or 3.2% of the South Dakota economy Visitor spending reached $3.88 billion, a 1.2% increase over 2016 Visitor Spending 19% 23% Transportation $869M Recreation $586M 15% Lodging $722M $3.88B of spending on total 22% Food & Beverage $863M Retail $806M Visitation reached 21% 13.9 MILLION VISITORS, The visitor economy sustained a total of 53,894 jobs, a 1.2% increase over 2016. This represents 8.9% of all jobs in South Dakota. Travel in South Dakota generated $291 million in state and local taxes. This is a $12 million increase over 2016. an increase of 0.1% Without tourism in our state, each household would pay $871 more in taxes. Source: Tourism Economics 11 T R AV E L S O U T H D A KO TA . C O M Travel Indicators -3.4% +5% +6% +4.4% increase in peak season (May-August) visitors to South Dakota’s national parks decrease in hotel occupancy increase in arrivals at both the Sioux Falls and Rapid City regional airports in 2017 increase in 2017 state park revenue, the result of more than 6.6 million visitors taxable sales 2016 2017 $2,112,975,928 $2,150,085,217 1.8% Lodging Taxable Sales $603,067,914 $608,616,326 0.9% Tourism Taxable Sales $784,340,696 $807,010,271 2.9% 2016 201 7 Gaming Total $2,705,031 $2,736,169 -1.14% Tourism Tax $9,717,512 $9,402,938 3.35% $12,422,543 $12,139,107 2.33% BBB Taxable Sales % Revenue Calendar YTD Total 12 % 2017 A N N U A L R E P O R T strategic area of focus #2 Enhance and expand sustainable industry success You made it! Wall Drug 13 T R AV E L S O U T H D A KO TA . C O M PR Webinar Series The Department of Tourism’s strategic plan calls for the provision of training opportunities for industry stakeholders. In 2017, the department began with a series of free webinars packed with information geared towards the travel industry. The first three webinars, presented by journalist Kit Bernardi, focused on public relations best practices and how the industry can work with the media to successfully tell stories that garner exposure through print pieces, online news sites, blogs and guidebooks. Quarterly Travel Insights Email In an effort to provide an up-to-date look at how the tourism industry is faring, the Department of Tourism initiated the Travel Insights email. This quarterly communication delivers the latest information on travel trends and economic insights into South Dakota’s tourism industry. State-Federal Partnership with Minuteman Missile National Historic Site When plans started to develop in 2013 for a new visitor center at the Minuteman Missile National Historic Site, the NPS reached out to discuss a partnership that would benefit the State, the NPS and our visitors. In the four years that passed after that initial discussion, the NPS completed the visitor center, and the State completed a new rest area revitalization plan that included the closing of some information centers along I-90. Due to the strategic location of the Minuteman site, it made good sense for the State to partner with the NPS in order to place information center counselors in their new center. On March 21, 2017, a Memorandum of Understanding was signed, and counselors greeted nearly 15,000 visitors in the first season. March 21, 2017 14 2017 A N N U A L R E P O R T National Travel & Tourism Week Each year, the United States Travel Association encourages destinations across the U.S. to participate in National Travel & Tourism Week (NTTW), which is a celebration and acknowledgement of the impact of travel on the country, states, regions and cities. The theme of NTTW in 2017 was “Faces of Travel,” and shined a spotlight on the power of travel by recognizing the millions of people who keep the tourism industry strong. The Department of Tourism took this opportunity to align with the NTTW theme and honor nine Faces of Travel throughout South Dakota. The individuals were acknowledged through public relations efforts and were recognized by Governor Dennis Daugaard at two press conferences held during the week—one in Sioux Falls at Falls Park and one in the Black Hills at Mount Rushmore. AS A RESULT OF NTTW STATEWIDE OUTREACH, THE DEPARTMENT SECURED EARNED MEDIA WITH A TOTAL OF 47,249,555 IMPRESSIONS AND AN ADVERTISING VALUE OF $43,714. 27. 15 T R AV E L S O U T H D A KO TA . C O M strategic area of focus #3 Maintain and expand South Dakota’s brand presence 16 2017 A N N U A L R E P O R T Media Audiences Data Intelligence Today, there are more tools and resources to learn about visitors than ever before, and the trick is capturing it and using it in a meaningful way—taking that data and harnessing it to inform messaging, media buying, creative, audience segmentation and most importantly, improving the visitor experience. In today’s digital world, consumers expect customization based on their preferences and behavior, and DMOs need to meet their expectations as it pertains to travel. To achieve this, the Department of Tourism uses two state-of-the-art data intelligence tools, Terminal and the Visitor Experience Program (VEP). Both of these programs capture data on customers that have interacted with the department’s marketing assets and use that data to model visitors and their behavior. The department can then use those models to find lookalike audiences that have a propensity to behave in the same way. These behaviors vary and can range from requesting a vacation guide, visiting a partner site or booking online. The department is also able to display different website content or digital ads for different users in real time. This gives audiences the content that is most likely to inspire them to travel to South Dakota or in some cases, to return. This content can be customized using their geolocation, lifestyle attributes, browsing behavior and demographics. #hifromsd 17 T R AV E L S O U T H D A KO TA . C O M Our Audiences Young Families • 25-34 years old • Household income between $60-150k • Children under the age of 12 in the household • High social and digital engagement • Prefer an active vacation for the whole family, rather than just sights to see Active Couples • 25-34 years old • Household income between $60-150k • No children in the home (or take frequent getaways without their children) • Active online and in social media • Prefer frequent, shorter trips with soft outdoor adventure Bucket Listers • Age 50+ • Household income between $50-100k • Reached primarily by traditional media • Active travelers looking for breathtaking, once-in-a-lifetime experiences • Enjoy national and state parks as well as experiencing local culture Wander Years 18 • 39 million travelers in this group, representing the highest frequency of travel out of any of our audience segments • 35-54 years old • Average household income of $92,000 • Typically one child in the home • Interested in amusement parks, zoos, canoeing, snow sports, running and wine 2017 A N N U A L R E P O R T • 24 million travelers • 60 years old on average • Household income of $73,000 • Hobbyists, enjoy low-tech entertainment and gardening • Conservative, yet spend higher on travel Hunters • Targeted during shoulder season • Pool of prospects who have taken a trip to Michigan, Montana, Missouri, North Dakota, South Dakota, Utah or Wyoming where the primary activity was hunting Road Trippers • Microsegment of Wander Years • Seven million travelers who have taken at least one vacation via personal automobile • Live in the states of Illinois, Minnesota, Missouri, Washington, Montana, Nebraska or Oregon The Searchers • 17 million travelers • 49 years old on average • Household income of $61,000 • Interested in gaming 19 T R AV E L S O U T H D A KO TA . C O M Peak Season Traditional Media December - August MINNEAPOLIS MADISON CHICAGO DENVER Primary Market Magazine Market Traditional Markets: Primary – Minneapolis, Madison, Chicago, Denver Placements: • Alternative and connected television • Broadcast television and news sponsorships • Direct mailers • Strategic cable, satellite and broadcast television buys • Geographically targeted ads in magazines 20 2017 A N N U A L R E P O R T TRADITIONAL MEDIA PLACEMENTS DELIVERED 144,379,094 IMPRESSIONS DURING THE PEAK SEASON. direct mailer 21 T R AV E L S O U T H D A KO TA . C O M Peak Season Digital Media March 1 - July 31 MINNEAPOLIS GREEN BAY MILWAUKEE OMAHA DENVER CHICAGO CEDAR RAPIDS KANSAS CITY MADISON DES MOINES Primary Market Secondary Market Tertiary Market Digital Markets: Placements: Primary – Minneapolis, Madison, Green Bay, Des Moines, Kansas City, Omaha, Cedar Rapids, Milwaukee, Chicago, Denver Secondary – LaCrosse/Eau Claire, Quad Cities, Wausau, Mankato/St. Cloud, Fargo Tertiary – Lincoln, Portland, Spokane KPIS: Engagement value per dollar (EVPD) and cost per engagement (CPE) 22 • HTML5 banners • Expandable rich media • Interactive and standard 15-second pre-roll video • Content • Custom email • Lead generation METRIC GOAL ACTUAL EVPD $9.05 $6.28 CPE $0.15 $0.22 2017 A N N U A L R E P O R T The Department of Tourism saw an overall return on investment of $6.77 for every $1 spent on digital banners during peak 2017. Peak placements with the vendor ADARA, which can track hotel and flight bookings through its travel platform, accounted for: • 3.45% of total impressions • 4.15% of peak digital spend • 16,389 hotel bookings • 3,418 flight bookings • $4,637,188 in hotel revenue Additionally, during the campaign run on Expedia, South Dakota room nights grew by 21% year-over-year, and booked revenue totaled $5,250,884. The out-of-home mobile extension campaign (geo-targeting traditional billboard efforts in Chicago, Minneapolis, Denver and Madison) had 2,670 verified walk-ins—those who were tracked to have seen an ad and then visited South Dakota. The cost per verified walk-in for this group was $10.60 versus $39.75 per verified walkin for the standard mobile campaign. 23 T R AV E L S O U T H D A KO TA . C O M Community Co-ops (peak) Regional Market IN TOTAL, PEAK CO-OPS GENERATED 92,487,131 IMPRESSIONS AND 1,233,605 ENGAGEMENTS. 24 2017 A N N U A L R E P O R T Mall of America President's Day Peak Activation In honor of President’s Day, the department threw a monumental party at the Mall of America in Minneapolis. • 600-pound, six-foot cake shaped like Mt. Rushmore • Custom party hats • Photo booth with South Dakota backgrounds • A trip giveaway for lead generation Party promotion • Targeted mobile ads • Facebook ads • Digital displays in the Mall of America • Targeted emails to Minneapolis-area addresses The public relations team was also involved, sending mini cakes to radio and broadcast TV stations in Minneapolis, encouraging them to join in the celebration. In total, the enormous cake served more than 1,000 people over the course of 1.5 hours. Estimated event attendance was 1,500. Supporting digital and social media efforts generated 4,743,915 impressions. The campaign utilized email, web, social media and targeted mobile banners. 600-pound, six-foot cake! Yum! 25 T R AV E L S O U T H D A KO TA . C O M Shoulder Season Traditional Media August - November With Young Families heading back to school in the fall, the shoulder season campaign focused efforts on Active Couples and Bucket Listers. Additionally, the department utilized hunting-specific efforts to reach pheasant hunters in target markets. MINNEAPOLIS LACROSSE / EAU CLAIRE MADISON OMAHA CHICAGO DENVER Primary Market Regional Market National Market Traditional Markets: Primary – Chicago, Denver, La Crosse/Eau Claire, Madison, Minneapolis, Omaha Secondary – Regional, National TRADITIONAL MEDIA PLACEMENTS DELIVERED 17,960,964 IMPRESSIONS DURING THE SHOULDER SEASON. 26 2017 A N N U A L R E P O R T Investment by tactic: 16% Direct Mail 39% Network TV 23% Magazine 22% Cable TV Active Couples were reached via behavioral targeting on alternative television in Chicago, Minneapolis and Denver. Bucket Listers were delivered messaging through a comprehensive campaign: • Broadcast television • Magazine ads in Midwest Living • E-newsletters to Midwest Living and Martha Stewart Living subscribers • Co-op Great Getaways direct mail piece creative Little Devil’s Tower Pheasant Hunters saw ‘Take Me Hunting’ messaging via: • Gun Dog magazine • Email messaging specific to hunters • National cable on the Outdoor Channel and Sportsman Channel Clear mountain lakes. 450 miles of trails. 13,000+ acres of pristine wilderness. That’s My Great Place. What’s yours? This autumn, explore South Dakota and Find Your Great Place. The department also continued its partnership as a national sponsor of Pheasants Forever • Ads in Pheasants Forever Journal and Quail Forever Journal • Online advertising • Expanded opportunities at National Pheasant Fest In 2018, the department will utilize a more year-round approach to targeting hunters, realizing the planning period for hunting trips can be far out for larger groups and more expensive hunts. Request a FREE Vacation Guide 800-732-5682 • TravelSouthDakota.com 27 T R AV E L S O U T H D A KO TA . C O M Shoulder Season Digital Media (leisure) August 28 - October 31 MINNEAPOLIS GREEN BAY MILWAUKEE OMAHA DENVER CHICAGO CEDAR RAPIDS KANSAS CITY MADISON DES MOINES Primary Market Secondary Market Tertiary Market Digital Markets: Primary – Minneapolis, Madison, Green Bay, Des Moines, Kansas City, Omaha, Cedar Rapids, Milwaukee, Chicago, Denver Secondary – LaCrosse/Eau Claire, Quad Cities, Wausau, Mankato/St. Cloud, Fargo Tertiary – Lincoln, Portland, Spokane METRIC KPIS Placements: GOAL ACTUAL • HTML5 banners • High-impact interactive billboards Engagement value per dollar $3.83 $6.41 • Standard 15-second pre-roll video • Paid social Cost per engagement $0.50 • Content • Custom email • Lead generation $0.19 THE LEISURE DIGITAL MEDIA CAMPAIGN DELIVERED 15,559,124 IMPRESSIONS DURING THE SHOULDER SEASON. 28 2017 A N N U A L R E P O R T Shoulder Season Digital Media (hunting) August 28 - December 31 Primary Market Digital Markets: Primary – Arkansas, Illinois, Indiana, Iowa, Kansas, Louisiana, Minnesota, Mississippi, Nebraska, Oklahoma, Texas, Wisconsin METRIC KPIS Engagement value per dollar Cost per engagement GOAL ACTUAL $6.54 $3.22 $0.40 $0.89 Placements: • HTML5 banners • Standard 15-second pre-roll video • Paid social THE HUNTING DIGITAL MEDIA CAMPAIGN DELIVERED 5,161,765 IMPRESSIONS DURING THE SHOULDER SEASON. 29 T R AV E L S O U T H D A KO TA . C O M Community Co-ops (shoulder) Regional Market IN TOTAL, SHOULDER CO-OPS GENERATED 171,458,646 IMPRESSIONS AND 1,274,884 ENGAGEMENTS. 30 2017 A N N U A L R E P O R T Pheasants Forever Partnership • 2017 National Sponsor • 5x Pheasants Forever magazine advertising • 5x Quail Forever magazine advertising • Editorial sponsorship in the new Upland Bird Hunting Super Issue • Custom Platinum Sponsorship of National Pheasant Fest & Quail Classic • Pheasants Forever and Quail Forever “Dog of the Day” sponsor • Recognition as a national sponsor through a listing, SD logo and banner ad on PF and QF websites Minnesota Vikings In-Stadium Sponsorship • Vertical LED boards • Total of eight displays during each preseason and regular season home game • Four 15-second pre-game advertising animations • Four 15-second in-game advertising animations/static displays • Commercial and promotional messaging placement within the stadium’s 2,000-unit Internet Protocol Television (IPTV) system prior to and during each preseason and regular season home game Rooster Rush Each year, the Department of Tourism offers funding to communities that wish to participate in a statewide campaign to promote pheasant hunting. In 2017, the department awarded more than $15,500 to 39 partners from 26 communities across South Dakota. 31 T R AV E L S O U T H D A KO TA . C O M Email Stats average open rate TOTAL click-to-open rate LEAD GENERATION 10,314,110 2,235,920 84,640 emails sent emails sent 12% 10.2% 284,614 13.6% 26.1% 10.2% emails sent INQUIRY emails sent 25% EVENTS emails sent 18,226 17.2% new subscribers TRAVELSMART 7,642,560 14% HUNT/FISH 35% 35.5% 78,790 emails sent website stats 32 • 1,717,699 sessions (+4.73% from 2016) • 1,335,573 users (+5.64%) • 5,026,158 pageviews (-17.81%) • 53.95% bounce rate (+10.5%) • 130,769 VG requests (+6.22%) 2017 A N N U A L R E P O R T Social Media January-December 2017 % represents increase/decrease over 2016 +45% 1,012,492 +34% +30% 4 7, 24 7 ,07 7 +10% +104% 493,404 +52% -11% 40,603 +19% Total Engagements Total Impressions Total Engagements Total Engagements 36,462,932 Total Reach 267,302 Total Fans 28, 220 Total Followers 38,484 Total Followers 33 T R AV E L S O U T H D A KO TA . C O M 605 Day On June 5, the Department of Tourism rallied locals and visitors alike to share the SoDak love for our favorite holiday of the year—605 Day. South Dakota is one of the only states to tout only one area code, and we love owning 605! Fans were encouraged to share why they love the 605 for a chance to win special SD-branded stickers, resulting in high engagement across social media channels. 3,746 ENTRIES 487,815 SOCIAL MEDIA IMPRESSIONS 8,983 SOCIAL MEDIA ENGAGEMENTS Monthly Social Content/ Giveaways St. Patrick’s Day giveaway: • 163,608 people reached • 1,700 comments • 400 shares • 4,100 likes National Dog Day: • 46,713 reached • 84 shares • 634 likes St. Patty’s Day People Reached Comments Christmas ornament giveaway: • 33,633 reached • 193 comments • 59 shares • 1,200 likes 34 Shares Likes Dog Day 163,608 46,713 1,700 400 4,100 Christmas 193 84 59 634 1,200 33,633 2017 A N N U A L R E P O R T 4th of July Fireworks Viewing Guide The Mount Rushmore State knows how to celebrate the 4th of July with a bang! With so many great displays throughout the state, the Department of Tourism put together a Fireworks Viewing Guide to share these celebrations with visitors. The guide was published on the consumer website and promoted through all social media channels, a dedicated email, and a website modal. The page on the website trailed only the homepage in traffic from when it went live at the end of June through July 4. Showing that it did truly fill a need for potential visitors and locals alike, nearly 30% of traffic to the page was organic. Facebook GIF performance • 1.19 million people reached • 73,318 post engagements • 10,317 shares Viewing guide social results: • 160,263 people reached • 5,855 engagements • 197,198 total impressions Fall Colors Viewing Guide Social media results: • 65,435 people reached • 2,761 engagements • 86,722 total impressions Holiday Events Viewing Guide Social media results: • 41,203 people reached • 1,205 engagements • 58,807 total impressions 35 T R AV E L S O U T H D A KO TA . C O M Good Times, Great Places This peak campaign was launched as a social media contest and sweepstakes in mid-April to maximize brand exposure and drive email leads. Creative social content was developed that was timely, targeted, optimized and integrated with other marketing channels. Social media advertising was utilized to further increase audience reach, and an influencer piece was included to build brand advocates and introduce South Dakota to new audiences. Two dedicated emails were also incorporated to drive sweepstakes entries. The campaign encouraged the audience to take a quiz to find their Good Times Guide (one of four created). The audience could then be entered into a contest to win a trip to South Dakota to follow their guide. Four influencers were utilized to follow each Good Times Guide and promote them through their channels. • 26,795 sweepstakes entries • 3,640,490 social media impressions • 1,198,260 people reached • 202,887 post engagements • 4,225 new page likes • 10,626 link clicks • 80 new photo assets 36 12 Aberdeen STO RY B O O K LAND De Smet Brookings 14 Children’s Laura Ingalls MUSEUM H O M E ST E A D Sioux Falls Butterfly House & AQ UA R I U M 29 Washington PAV I L I O N Great Plains ZO O It’s fun and games aplenty. The name might seem kid exclusive, but moms and dads are more than welcome. C H E C K OUT TH E SE OTH E R G UI D E S: 2017 A N N U A L R E P O R T Seasons of SoDak With the objective of inspiring target market audiences to keep South Dakota top of mind and create awareness of fall and winter travel to the state, “Seasons of SoDak” was launched to highlight South Dakota’s diverse offerings. In both fall and winter, Five influencers (three in fall + two in winter) utilized the hashtag #SeasonsOfSoDak as they embarked on their journeys. Part 1 - Fall Three fall influencers: • Posted 35 times across Twitter and Instagram CAMPAIGN GENERATED 5.4 MILLION IMPRESSIONS, 4.6 MILLION THROUGH INFLUENCERS ALONE Sweepstakes results: • 11,032 entries • Generated a reach of 1,208,606 • 35,096 visits • The goal for the accompanying vacation package sweepstakes was to get 6,000 signups. This was surpassed with a final number of 11,032 entries. • 413 shares • 5,914 engagements • 6,236 new email opt-ins One of these influencers, Brianna Madia, averaged 2530 video stories each day while in South Dakota, with an average view count of 21,600 individual accounts in each of the stories’ 24-hour lifespan. Part 2 - Winter, planned for January 2018 , has still S S E N T S A V s t i es that, in c a l p e ORTING s F o M h t O C f o d e n n a o s M i R ] ATE and WA IM T “[South Dakota IN l e e f winding o t d n … a l s l d a l m e s fi l e r e e f and sunflow managed to n r o c d with g e l n l i l fi w s a n r p w s o t ss y o n r erings of ti and KIND. Ac tt a m s e r a s about it.” l l u i o h y g l l n i e l t l o o t r d d e n rivers a are overjoy o h w e l p o e p d n ota.com rich history a avelSouthDak Tr r fo al n ur d Jo Brianna’s Roa Excerpt from 37 T R AV E L S O U T H D A KO TA . C O M Influencers BRIANNA MADIA @briannamadia LOKI THE WOLFDOG @Loki_the_wolfdog • 3.6M total impressions • 380K total engagement KELLY LUND • 190K followers • 60.2K post engagements (not including Stories) @shark_toof • 80K Instagram followers at time of partnership • 135,500 impressions BRANDON ECKROTH TRAVELING NEWLYWEDS @brandoneckroth @traveling_newlyweds • 3,402 Twitter impressions • 1,011,704 Instagram impressions • 200,000 Instagram Story impressions • 12,000 blog impressions 38 CHELSEA BIRD @chelseabirdd • 192,348 potential impressions • Posted 35 photos from his trip • 825.2K impressions • 184.7K engagements 2017 A N N U A L R E P O R T REBECCA COOPER BREEZE TURNER @rebecca_simpleasthat @breezeturner • 55K Instagram followers • 15K engagements 144K+ total social following • • 120,727 Twitter impressions • 172,872 Instagram impressions • 66,000 Instagram Story impressions • GETTING STAMPED @gettingstamped 857,400 blog impressions • 125K total social following • 1,339,871 Twitter impressions • 816,000 Instagram impressions • 160,000 Instagram Story impressions • 180,000 blog impressions ALLY PINTUCCI @allypintuccci • 21,240 Twitter impressions • 440,000 Instagram impressions • 114,000 Instagram Story impressions • 36,000 blog impressions KAT CARNEY @katcarney • 4,550 engagements 39 public relations 2017 A N N U A L R E P O R T Earned Media domestic international Impressions: 2.27 billion Ad Value: $37.73 million (+205% from FY16) Placements: 1,128 (+233% from FY16) Circulation: 1.29 billion Readership: 1.5 billion Ad Value: $26 million Placements: Nearly 300 Clip Highlights CBS Sunday Morning CBS This Morning The Department of Tourism and its PR Team, NJF, worked with CBS Sunday Morning to secure the piece “Mount Rushmore’s chief carver gets his due.” Jim Axelrod covered the story and noted that there was a ceremony held at Mount Rushmore, officially recognizing the contributions of Luigi Del Bianco, who was the memorial’s chief carver. The segment featured shots of Mount Rushmore and noted the location of the carving in the Black Hills of South Dakota. This story was a result of the ongoing relationship with an associate producer at CBS. The CBS News team worked with the Department of Tourism and the Lead Area Chamber of Commerce on a piece with Jim Axelrod which featured the Sanford Underground Lab at Homestake. The story covered the future of Homestake and Lead and the progress that has been made in the community. • 6.5 million broadcast viewers • Preview for the segment and the full feature itself were posted on CBSNews.com (UVM: 26,088,988) • 2.7 million broadcast viewers • UVM: 26,080,671 https://www.cbsnews.com/videos/mount-rushmores-chief-carver-gets-his-due/ 41 T R AV E L S O U T H D A KO TA . C O M West Coast – Seattle/L.A. Media Blitz The department secured appointments with media in both Seattle and Los Angeles in February of 2017. Media represented outlets such as NBC News, AAA Journey, Travel Channel, Food Network, the Zoe Report and LA Times. The team met with 17 journalists in the two markets. L.A. Travel Massive The Department of Tourism hosted its third Travel Massive on February 16 in Los Angeles. THE GOAL: Raise awareness of The Mount Rushmore State as an ideal escape to America’s “Wild West” and the great outdoors among LA’s media and industry professionals. Secretary Hagen welcomed the crowd, addressed the 2017 happenings and highlighted why the state makes for a great getaway for Southern Californians. The team brought the Mount Rushmore mascots for photo opportunities, served Chubby Chipmunk truffles, Sick N Twisted brew and popcorn balls from The World’s Only Corn Palace. More than 50 travel professionals, influential media and bloggers attended, representing publications such as The Los Angeles Times, The Zoe Report, Frommers, Delta SKY, Sierra Club, USA Today’s 10Best, Edible, etc. In conjunction with the efforts in LA, the NJF PR team was able to secure a morning show appearance with the Mount Rushmore mascots and Secretary Hagen on KTLA, the #1 morning show in Los Angeles. • 153,186 viewers • 3,123,869 UVM • $23,284 in advertising value Washington, D.C. Media Blitz While the team was in Washington, D.C. for IPW in June, they took advantage of the opportunity to meet with members of the media in that market. Appointments were secured with media representing outlets such as National Geographic Traveler, The Washington Times, Family Travel Network and Smithsonian. New York City Media Blitz In August, the team was able to meet with several journalists in New York City including journalists from Travel Weekly, Family Traveller Magazine, Midwest Living, AFAR, Forbes, Conde Nast Traveler, Organic Spa Magazine and more. 42 2017 A N N U A L R E P O R T Macy’s Thanksgiving Day Parade South Dakota joined the Macy’s Thanksgiving Day Parade for the eighth year in 2017, with Smokey Robinson appearing on the float along with the Mount Rushmore mascots. The NBC broadcast of the 91st anniversary of the parade was the #1 most-watched entertainment telecast on broadcast or cable since The Academy Awards Show in February. From 9 a.m. to noon, the parade’s broadcast averaged: • 12.5 rating and 27 share in households in the 56 local markets metered by Nielsen • Beginning on the Monday before the parade, targeted ads began promoting the sweepstakes including: • Alternative TV • Digital banners • Social media videos • Dedicated email • Website modal on TravelSouthDakota.com The supporting ads encouraged people to watch the parade, and specifically the Mt. Rushmore float, to find which mascot was holding a stuffed turkey. Viewers could then go to a landing page at TravelSouthDakota.com and enter for a chance to win a monumental trip to South Dakota. 6.41 rating in adults 18-49 Viewership of the 2017 parade was the third largest audience for annual parade coverage in people meter history dating back to 1987. Social media activity for the three-hour telecast was outstanding, and Verizon’s exclusive 360-degree Live Stream on YouTube had record viewership. Additionally, South Dakota was part of a partnership with NBC and Google Home that included a comedic series of custom content featuring Amy Poehler and Nick Offerman. During commercial breaks, the South Dakota float was featured during commentary between Nick and Amy as they utilized their Google Home. RESULTS: • 30,247 social media engagements • 2,001 sweepstakes entries • 1,128,414 potential social media impressions • 2,022 email clicks • 402 new email leads • 2,815 landing site visits • 57,644 video views • 300,525 video impressions To more fully integrate the Macy’s parade with the department’s other advertising, a “Turkey Trip” social media campaign and sweepstakes encouraged viewership of the parade and engagement with the department’s social channels. 43 T R AV E L S O U T H D A KO TA . C O M Press Trips and Media Hostings Turkey Hunt Press Trip (April 2017) The department invited three outdoor journalists to the Pine Ridge Indian Reservation to explore the area and experience a turkey hunt. Each writer was able to successfully fill their tag. The team also showcased the surrounding area including Wall, Wall Drug, Badlands National Park and a few even were able to make a trip to see Mount Rushmore National Memorial. The trip produced nine stories resulting in 72 million impressions. Family Road Trip (May 2017) The department invited family-focused travel writers to experience a South Dakota trip from Rapid City to Sioux Falls. The writers were invited to bring a child with them; three took us up on the offer, and we had some very fascinated and happy children on the trip. Experiences included: • Wall Drug • Buffalo Safari Jeep Ride • A gold-panning experience • Time spent in Downtown Sioux Falls playing at Falls Park and enjoying malts, lots of cheeseballs and smiles Thus far, the press trip has produced eight stories with more than 3.7 million impressions. The team is still anticipating more coverage from this press trip. Red Tricycle featured South Dakota as a result of this familyfocused press trip. • UVM: 1,599,306 44 2017 A N N U A L R E P O R T Outdoor Group Press Trip (June 2017) Five outdoor-focused journalists came to South Dakota in June to explore the Badlands and Black Hills. Experiences included: • Fly fishing • ATV riding • A helicopter tour • Stargazing in the Badlands • Hiking The trip produced three stories resulting in 9 million impressions and 50+ social media posts. The team is anticipating further coverage from this trip. Buffalo Chip Sturgis Motorcycle Rally Hosting (August 2017) The department hosted several writers representing multiple outlets during the Sturgis Motorcycle Rally. Partnering with The Buffalo Chip in this effort, the team was able to provide an overall Sturgis experience that resulted in multiple articles, more than 8.6 million impressions, and 16 social media posts. One of the feature articles was printed in NYLON Magazine. • Circulation: 205,193 • UVM: 1,178,597 Another feature from the Rally hosting appeared in Made Man, which focused on the unique and personal side of the Sturgis Motorcycle Rally. • UVM: 3,687,094 45 T R AV E L S O U T H D A KO TA . C O M Buffalo Roundup FAM (September 2017) Brand USA Japanese Media FAM Fourteen domestic and international journalists attended the 52nd Annual Buffalo Roundup and explored Western South Dakota. Experiences included visits to Rapid City, Mount Rushmore, Badlands National Park, Wall Drug, Historic Deadwood, Custer, Custer State Park and Crazy Horse Memorial. In May, the department hosted four Japanese journalists and a representative for Brand USA Japan on a media FAM in South Dakota. Publications included Madame Fiearo, a Japanese women’s lifestyle and travel website and newspaper, Travel.jp, a publication that provides tour information and inside tips for Japanese travelers and Hunt magazine, which features hiking, camping and fishing, travel and outdoor lifestyle. The Roundup continues to provide unique storytelling angles for journalists who attend the press trip. To date, the Roundup press trip has secured nine stories resulting in more than 52 million impressions and 84 social media posts. Smithsonian Magazine focused on how the Buffalo Roundup event is an event unlike any other in the country. • UVM: 3,156,751 Travel Channel Online featured several sights in South Dakota, and was a result of the Buffalo Roundup press trip. • UVM: 9,422,136 Chinese Social Media Influencer FAM In partnership with DiDi Chuxing, a Chinese ride-hailing service, and the Colorado Tourism Office, five social media influencers experienced a road trip and tour between both states. The tour was arranged through the department’s contract with East-West Marketing. While in South Dakota, the group toured Custer State Park, Prairie Berry Winery, Palmer Gulch, Mount Rushmore National Memorial, Crazy Horse Memorial, Badlands National Park, Wall Drug, Reptile Gardens, Rapid City, Deadwood and Spearfish Canyon. 46 The itinerary included city tours and overnights in Deadwood, Hill City and Rapid City. The group visited several attractions in the Black Hills, including Mt. Rushmore, Crazy Horse Memorial, Custer State Park, Badlands National Park and Wall Drug. 0000000000000000 global marketing travel trade 0" f? T R AV E L S O U T H D A KO TA . C O M Brand USA USA Discovery Program Brand USA is the official destination marketing organization of the United States, created in 2010 by the Travel Promotion Act. Our Brand USA partnership continued its success in 2017 with strong results from the co-op marketing programs. From Brand USA’s site – “The USA Discovery Program is Brand USA’s official online training tool about the diverse destinations and experiences available in the U.S. designed to inspire and help the travel industry get accredited as USA Specialists. Agents learn geographical information on regions, as well as individual states and territories. Unique features of the program include MegaFam integration, live events and webinars, and peer-to-peer learning. The USA Discovery Program currently has nearly 12,000 members and is active in eight markets.” 2017 Inspiration Guide The Brand USA Inspiration Guide is produced in nine languages for 13 country-specific versions, with distribution in 20 international markets. The guide offers 547,000 print and 30 million digital impressions. It includes targeted consumer, trade and U.S. Embassy distribution channels. This year’s guide featured a full spread of South Dakota copy and imagery and featured three industry partners: Black Hills & Badlands Tourism Association, Southeast South Dakota Tourism Association and the Sioux Falls CVB. Enhanced State Page Our owned content on VisitTheUSA.com highlights all the Great Faces and Great Places across the state and the page is promoted throughout the site and language-sites including English for the United Kingdom, Canada, India and Australia; French for Canada and France; Spanish for Chile and Mexico; Portuguese for Brazil; German; Korean and Japanese. 48 Program Countries: • Australia • Brazil • China • India • Ireland • Mexico • New Zealand • United Kingdom 2017 A N N U A L R E P O R T One Big Welcome Video Brand USA rolled out a new video program in 2017 aimed at welcoming international visitors to the U.S. in a unique and personal way. The project invites all 50 states, and any destination marketing organization, to produce a video or audio clip of personal stories and recommendations. The Department of Tourism worked with industry members across South Dakota to tell international visitors what they love about our state. The final video is still be compiled and will be released by Brand USA in 2018. Spring Multi-Channel Program in Western Canada TOTAL IMPRESSIONS: 7.39 MILLION The Department of Tourism participated in a spring multichannel program in western Canada, which included a print advertorial, Facebook carousel ad unit, traffic generation through the Google Display Network, and an Expedia activation. Travel USA print/digital content • 350,000 print distribution across four newspapers, plus a digital edition Facebook Carousel Unit • 1,530 South Dakota tile link clicks • Spring Multi-Channel Program in Germany Travel USA print/digital content • 346,000 print distribution across two newspapers, plus a digital edition Facebook Carousel Unit • 1,874 South Dakota tile link clicks • 0.42% Full unit CTR Traffic generation: Google Display Network • 3,186 clicks • 609,039 total impressions • 0.52% CTR Expedia activation • 601,808 total impressions • 222 room nights booked during and 42 days post-campaign • $24,199 total gross revenue booked during and 42 days post-campaign Fall Multi-Channel Programs in Germany, UK and Australia 0.62% Full unit CTR Traffic generation: Google Display Network • 36,771 clicks • 6,632,385 total impressions • 0.55% CTR Expedia activation • 413,773 total impressions • 1,842 room nights booked during and 43 days post-campaign • $239,645 total gross revenue booked during and 43 days post-campaign In an effort to sustain a consistent presence in our top international markets, the department continued a multichannel program in Germany, and added the UK and Australia for the fall. Just like the spring program, these multi-channel efforts provide exposure to the South Dakota brand across a diverse media mix, from a print advertorial to a digital campaign to traffic generation. 49 T R AV E L S O U T H D A KO TA . C O M Trade Shows Trade FAM Tours • Go West Summit • Conducted one-on-one appointments with 58 tour operators, travel agents and journalists Mega FAM • Hosted 10 tour operators from UK, Australia, Germany, France, Italy and Benelux Region Benelux Mission • Conducted 16 sales meetings • Hosted 8 Chinese tour operators to dinner with other South Dakota suppliers North American Journeys • Conducted 25 appointments with tour operators and travel agents Circle Wisconsin • Conducted 32 appointments with regional group tour companies from the Midwest • Sponsored a networking break during the show American Bus Association • Conducted 37 appointments with group tour companies around the USA Active America China • Met with 35 inbound Chinese travel companies • Co-hosted a sponsorship breakfast with Crazy Horse Memorial and Rapid City CVB to train all attendees at the show International Pow Wow (IPW) • Met with 120 tour operators, journalists and receptive operators • • Had a 40-foot booth space with 10 SD suppliers Had an expanded booth outside of the convention room with WY, ND and MT to garner more leads International Roundup • Met with 42 international tour operators and receptive operators • 50 Hosted 11 tour operators to SD after the show Active America China Post FAM • Hosted three Chinese tour operators in the Black Hills after the show Brand USA German FAM • Had 14 German tour operators in South Dakota as part of a training FAM Travalco FAM • Hosted three Scandinavianbased tour operators IRU post-FAM • Hosted 11 international tour operators after the trade show Domestic Trade FAM • Hosted three domestic trade reps from the U.S Missions & International Trade Shows ITF (Taiwan) • Joint partnership with Wyoming Office of Tourism • Taiwanese rep attended the three-day consumer show to promote travel to SD from Taiwan Italian Visit USA Showcase • Conducted 35 one-onone meetings • Met with five media representatives • Trained 51 sales staff Gave a three-minute presentation about South Dakota to all of the show participants • Met with four media representatives • Trained 70 sales staff UK Mission • Conducted 11 sales and product meetings • Met with 10 media representatives • Trained 32 sales staff • Hosted one evening networking event Australian/ New Zealand Mission • Conducted 21 sales and product meetings • Made 55 media representatives • Trained 88 sales staff • Held three evening networking events for more than 100 attendees French Mission • Held 22 sales and product meetings • Made eight media representatives • Trained 85 sales staff • Held one evening event for 40 attendees First-ever Japanese In-Language Travel Guide In spring of 2017, our first Japanese in-language guide was printed. The 18-page publication features general information, detailed itinerary suggestions, maps and images. 2017 A N N U A L R E P O R T Rocky Mountain International Rocky Mountain International (RMI) is the official regional destination marketing organization promoting Montana, North Dakota, South Dakota and Wyoming internationally as the Real America. RMI implements complex and multifaceted tourism marketing strategy in major international inbound tourism markets with the goal of attracting more overseas visitors to the Real America and increasing length of stay and spend in the region. RESULTS: JULY 2016-JUNE 2017 East-West Marketing The Department of Tourism began a partnership with East-West Marketing to represent South Dakota in the Chinese Market as of Aug. 1, 2017. Three representatives are located in Beijing and have established both media and trade goals for South Dakota. East-West also represents South Dakota’s international airport gateway states including Colorado and Minnesota. Media • 116 articles resulted in $2,534,966 in ad value Trade Sales • 20 sales calls The Department of Tourism hosted 41 trade professionals and 21 media professionals through RMI in FY17 • Overseas sales missions and trade shows delivered 506 active sales leads • RMI’s network of overseas sales reps conducted a total of 448 sales calls, trained 734 professionals, and met with 228 journalists Fieldstar International Fieldstar International was hired to represent South Dakota abroad in Japan. Our representative works on both media and travel trade, and Fieldstar has been representing South Dakota for nearly 20 years. Trade Sales Conducted a training seminar in Los Angeles for 70 Japanese tour operators. 51 T R AV E L S O U T H D A KO TA . C O M strategic area of focus #4 Advance the development of the destination 52 2017 A N N U A L R E P O R T The Department of Tourism aims to encourage an entrepreneurial spirit among the state’s tourism industry and help facilitate destination discussion and guidance in four niche areas: ADVENTURE TOURISM AGRITOURISM SPORTS TOURISM TRIBAL TOURISM Additionally, the department works to elevate the industry’s voice in both state and national issues and policy discussions. Niche Area Discussions: Adventure Tourism Over the course of 2017, Department of Tourism staff facilitated discussions with Black Hills Trails to learn about the challenges they are experiencing in the development of the Sturgis Backcountry System and how the department can provide support for their ongoing effort to create and maintain recreation opportunities for our visitors. Agritourism The Industry Outreach & Development Team initiated the establishment of a statewide ag tourism work group to begin discussions regarding growth opportunities across the state. This group brings together expertise and resources from various state agencies, academia, ag industry associations and other entities that will guide future efforts. Tribal Tourism Since its strategic plan officially launched in July 2017, the department has been busy conducting outreach and making connections. In September, team members attended the AIANTA conference on tribal tourism. Additionally, staff members have met with the Department of Tribal Relations, as well as members of the Oglala, Rosebud and Sisseton Wahpeton Oyate tribes to discuss opportunities to work together to promote tourism. 53 T R AV E L S O U T H D A KO TA . C O M Other State Discussions AIRBNB The Department of Tourism worked closely with the Department of Revenue in 2017 to facilitate discussions between the State and AirBnB. The two entities reached a tax agreement, and beginning on September 1, 2017, the alternative lodging company began remitting state and municipal taxes on all eligible bookings in South Dakota. DROUGHT TASK FORCE The State of South Dakota brought together a task force of employees from various state agencies, including the Department of Tourism, in 2015 to develop a drought mitigation plan. The plan was developed to provide a strategy for the state to reduce the impacts of drought over the short and long term. Throughout 2017, this plan was put into action, with the task force meeting weekly to hear updates on climate and weather patterns, wildfire outlooks and impacts to wildlife and other resources. 54 STILL THE NATION’S BEST PHEASANT HUNTING Brood counts can weigh heavily on hunters’ minds when deciding whether or not to make a trip to South Dakota in the fall. When the 2017 numbers came out in an unfavorable light, the Department of Tourism developed its own message to remind hunters that while bird counts are less than ideal, South Dakota still boasts the best pheasant hunting in the country. VISITOR INDUSTRY ALLIANCE The South Dakota Visitor Industry Alliance (VIA), incorporated in 1995, is the statewide advocate for the tourism industry in South Dakota, with the purpose of providing a coordinating alliance to advance tourism-friendly legislation and oppose legislation that is deemed to be unfavorable to the tourism industry. The department attends the VIA’s meetings and works in tandem with the organization on tourism-related legislative matters when possible. 2017 A N N U A L R E P O R T National Discussions: TTAB Involvement Secretary Hagen serves on the United States Travel and Tourism Advisory Board. This 32-member board serves as the advisory body to the Secretary of Commerce on matters relating to the travel and tourism industry in the United States. The board advises the Secretary of Commerce on government policies and programs that affect the U.S. travel and tourism industry, offers counsel on current and emerging issues, and provides a forum for discussing and proposing solutions to tourism-industry related challenges and opportunities such as international travel facilitation, visa policy, travel security, economic sustainability and infrastructure. National Council of State Tourism Directors (NCSTD) The NCSTD is a forum representing all 50 states, the five U.S. territories and the District of Columbia which provides for information sharing, leadership and education on issues that impact the travel and tourism industry. Secretary Hagen is the current National Chairman of the NCSTD. State Travel Action Network (STAN) This network meets in-person twice a year and is the only forum for state Travel Industry Associations to network and learn from colleagues dealing with challenges in their state legislatures. The Department of Tourism attends these meetings on behalf of the South Dakota Visitor Industry Alliance. Issues discussed in 2017 included the Passenger Facility Charge, FAA reauthorization, H-2B and J-1 Visas, Open Skies, the Visa Waiver Program, Brand USA reauthorization, travel bans/boycotts, and national parks funding. Western States Tourism Policy Council South Dakota was invited to become a part of this council in 2017, and will be represented by Secretary Hagen. The mission of the council is to encourage a positive environment for travel and tourism, and to advocate travel and tourism related policy issues in the western United States. This year, issues discussed included the national parks fee increase and the continuation of the J-1 Visa program. Destination Capitol Hill Department of Tourism team members attended Destination Capitol Hill in March in Washington, D.C., the tourism industry's annual legislative meeting. Issues discussed with Congressional representation included the Passenger Facility Charge, FAA reauthorization, H-2B and J-1 Visas, Open Skies, and the Visa Waiver Program. Washington Representatives Weekly Meetings The U.S. Travel Association leads a meeting and conference call to provide updates on current travelrelated matters. Department of Tourism staff calls in to these meetings in order to stay up-to-date on the national issues affecting the tourism industry. 55 T R AV E L S O U T H D A KO TA . C O M strategic area of focus #5 Ensure operational excellence 56 Internal Communication Process Improvements The Global Media & Public Relations team developed an internal newsletter in 2017, which allows department staff to stay up to date on current marketing, travel trends, travel news and other relevant information. There is always room for improvement and, in 2017, the team the team identified one process that was the focus of a process improvement project. The internal process of hosting and FAM tours was thoroughly evaluated and streamlined to be more efficient and effective. 2017 A N N U A L R E P O R T U.S. Travel Forecast Data U.S. Travel Forecast 2016 2017 2018 2019 2020 18,569.1 4.9 19,404.6 4.7 20,334.8 4.6 21,110.0 4.6 21,906.3 4.7 Consumer Price Index (CPI)* 240.0 245.5 250.7 255.6 260.5 Travel Price Index (TPI)* 273.1 282.0 292.0 300.5 308.2 Total Travel Expenditures in U.S. (billions) 990.3 836.6 153.7 1,020.9 865.9 155.1 1,062.9 901.3 161.6 1,106.4 937.0 169.4 1,154.4 975.4 179.0 75.6 37.6 75.5 37.7 76.9 38.7 80.0 40.4 83.4 42.1 2,206.5 458.9 1,747.5 2,245.9 466.2 1,779.7 2,286.3 471.2 1,815.1 2,322.4 475.0 1,847.4 2,356.2 478.2 1,878.1 2016 2017 2018 2019 2020 Real GDP 1.6 2.3 2.5 1.7 1.6 Consumer Price Index (CPI)* 1.3 0.3 2.3 3.3 2.1 3.5 2.0 2.9 1.9 2.6 2.1 2.9 -2.1 3.1 3.5 0.9 4.1 4.1 4.2 4.1 4.0 4.8 4.3 4.1 5.6 -2.4 -2.1 -0.1 0.2 1.9 2.9 4.0 4.2 4.3 4.4 1.3 -0.2 1.7 1.8 1.6 1.8 1.8 1.1 2.0 1.6 0.8 1.8 1.5 0.7 1.7 GDP (billions) Unemployment Rate % U.S. Residents International Visitors** Total International Visitors to the U.S. (millions) Overseas Arrivals to the U.S. (millions) Total Domestic Person-Trips*** (millions) Business Leisure Growth Forecast Travel Price Index (TPI)* Total Travel Expenditures in U.S. U.S. Residents International Visitors** Total International Visitors to the U.S. Overseas Arrivals to the U.S. Total Domestic Person-Trips*** Business Leisure 57 T R AV E L S O U T H D A KO TA . C O M 2017 Accolades michelin guide In 2017, the Black Hills and Badlands area of South Dakota gained new stars in the newest edition of the Guide Vert Michelin Etats-Unis Nord-Ouest, otherwise known as the Michelin Guide. Each site is evaluated on nine criteria: Mount Rushmore National Memorial, Custer State Park, the Needles Highway, Badlands National Park and the panorama from Black Elk Peak all received three stars, the highest rating given by the Michelin Guide. Additionally, Mt. Rushmore graced the cover of the new guide, and was named as one of the five monuments of the year to be seen in 2017. • First impression on the visitor • Renown or popularity • Number of monuments and/or museums to visit (for a cultural destination), or number of activities (for leisure destinations) • Awards and other official forms of recognition • Intrinsic artistic value or historic significance of a site or work of art • Beauty and esthetic qualities • Authenticity, charm and unity • Convenience and visitor-friendliness (infrastructure, accessibility, upkeep, etc.), quality of reception • Quality of visit 2017 Awards ADDY Awards (AAF-SD) • Gold – Take Me Hunting Magazine HSMAI Adrian Awards • Gold – CBS Evening News segment, public relations • Silver – Mt. Rushmore 75th Anniversary Magazine • Gold – Good Times, Great Places social media campaign • Silver – Chicago Out-of-Home Wallscapes • Silver – My Great Place magnet direct mailer • Silver – Southdale Mall Out-of-Home Takeover Printing Industry of the Midwest (PIM) • Star of Excellence Certificate of Merit – Direct Mail Campaigns, Consumer Division Travel Weekly Magellan Awards • Gold – Pop-up direct mail • 58 Gold – Outdoor/out-of-home efforts W3 Award • Pierre community co-op gamification unit 2017 A N N U A L R E P O R T Red Shirt Table Named One of the World’s Most Inspiring Places to Visit in 2017 (Matador Network) South Dakota Becomes Nation’s "Top Moving Destination" (International Business Times) South Dakota Named #1 Dream State (Site Selection Magazine) Sioux Falls Tabbed 5th Happiest Place to Live in the U.S. (Wallet Hub) Badlands National Park One of Top 12 National Parks every Traveler Should See (Travel + Leisure) Black Hills Named One of Best Places To Go in September (Conde Nast Traveler) South Dakota Ranked Second Most Fun State (Wallet Hub) Reptile Gardens Named #1 Best Attraction in South Dakota (USA Today Readers Choice Poll) South Dakota’s Black Hills Named One of 10 Great American Trips (The Group Travel Leader) South Dakota Named #3 Happiest State in the U.S. (Travel + Leisure) South Dakota Ranked as #7 Happiest State (Travel + Leisure) Custer State Park Named Best Pet-Friendly Site in South Dakota (GoPetFriendly.com) Black Hills One of 10 Most Popular Road Trip Routes in the U.S. (Travel Channel) 59 T R AV E L S O U T H D A KO TA . C O M January • • • • February ABA • • Seattle Media Blitz Reiseliv Show, Norway Chicago Travel & Adventure Show • Governor’s Conference on Tourism Mall of America President’s Day activation, Minneapolis, MN • TTRA Board Meeting, Phoenix, AZ Los Angeles Media Blitz + Travel Massive March • • DMO MoJo, Monterey, CA • • GoWest Summit, Reno, NV Belgium, Netherlands, Italy trade mission Pheasant Fest, Minneapolis, MN May RMI Roundup RMI Roundup post-FAM Information Center staff FAM National Travel & Tourism Week Family Travel Press Trip • • Doane Robinson plaque dedication • • • Keystone Spring Kickoff Meeting • Tourism meeting with Sisseton Wahpeton Oyate tribal members Destination Black Hills Summit October • • • • 60 German Sales Mission Brookings Annual Tourism Luncheon Watertown Annual Visitor Industry Breakfast Destination Capitol Hill Denver Travel and Adventure Show • • • Group Tour FAM • South Dakota Specialty Producers Annual Meeting Pine Ridge Turkey Hunt Press Trip Lewis & Clark National Historic Trail Meeting, Billings, MT IPW, Washington, D.C. Outdoor Press Trip Bison Stewardship Celebration, Badlands National Park TTRA International Conference, Quebec, Canada Lewis & Clark National Historic Trail Stakeholder meeting, Ft. Pierre September August • Japanese Los Angeles Sales Mission • Sturgis Motorcycle Rally Media Hostings • Buffalo Roundup and Press Trip • • Japanese FAM • • ESTO Travel Conference, Minneapolis, MN DakotaFest agritourism presentation • NYC Media Blitz TTRA CenStates Chapter Annual Conference, Green Bay, WI November • Mount Rushmore’s American Pride makes its 8th appearance in the Macy’s Thanksgiving Day Parade®, along with the Rushmore Mascots • South Dakota Local Foods conference Brand USA China FAM Tour Rapid City Sports Summit Black Hills & Badlands Tourism Association Annual Meeting and Tourism Summit • • • • • Missouri River Tourism Association Annual Meeting July • • Active America China June NTA Chinese FAM Tour and Seminar Japanese FAM Tour French Sales Mission April YEAR IN REVIEW • • • • • • • • • • December • RMI mid-year meeting, Kalispell, MT 2017 A N N U A L R E P O R T Department of Tourism 711 E. Wells Avenue Pierre, SD 57501-3369 Phone: 605-773-3301 Fax: 605-773-5977 TravelSouthDakota.com SDVisit.com 61