2020 Black Hills and Badlands Annual Report

2020

ANNUAL REPORT

RESILIENCE THROUGH COLLABORATION

2

020 has been unlike any other year our industry has experienced.

Despite the uncertainties, we saw surprising successes, made massive strides forward, and demonstrated resilience through collaboration.

COVID-19 hit the travel industry hard.

Yet, we persevered. We made it through because of each of you. The entire Black Hills and Badlands tourism industry rose to the occasion. You all did what it took to succeed, allowing us not just to survive during these times but to thrive.

doors. Let’s continue to work together while being responsive to the changing landscape to encourage visitors to safely roam the Black Hills and Badlands when they are ready. Your continued support and collaboration are essential to BH&B’s sustained success.

We are committed to leading the industry on the road to recovery and have a positive outlook for 2021.

The worldwide travel industry is still in distress, and many of our members are struggling, which is why BH&B is doubling down on our mission. We refuse to leave the future of our region’s visitation to chance.

BH&B is dedicated to providing you the resources you need to succeed. We will continue to listen to our members and monitor travel sentiment to deliver on that promise. All of our efforts are focused on getting visitors through your

MICHELLE THOMSON President & CEO

MISSION As a private, nonprofit organization, our mission is to serve as a unifying force to increase visitor numbers, trip duration and visitor sales for the economic benefit of our members and the communities we serve.

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BLACK HILLS & BADLANDS TOURISM ASSOCIATION

ECONOMIC IMPACT OF THE TOURISM INDUSTRY IN THE BLACK HILLS & BADLANDS

$442M

4.2M

TAXABLE SALES

NATIONAL PARK VISITS

$1.2B

54.2%

DEADWOOD GAMING HANDLE

HOTEL OCCUPANCY

*Oct. 2019 - Sept. 2020

MEMBERSHIP MEMBERS Our membership programs empower local businesses to leverage BH&B’s innovative marketing platforms, programs and opportunities to help them grow their business and connect with millions of annual visitors.

50

CORPORATE PARTNERS

4

NEW CORPORATE PARTNERS

474 MEMBERS

42

NEW MEMBERS

CORPORATE PARTNERS Thank you to our Corporate Partners. Their commitment to the Black Hills and Badlands visitor industry helps fund BH&B’s board-approved strategic marketing campaigns. Their support is essential to maintaining our success and ensuring that the Black Hills and Badlands remains the ultimate destination for travelers.

2020 ANNUAL REPORT

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2020 LEADERSHIP

T

he BH&B Board of Directors plays an important role in the success of the organization.

The board represents diverse members throughout the industry and community and provides strategic oversight, guidance and influence to support our mission.

OFFICERS CHAIR

Presston Gabel, The Mammoth Site of Hot Springs

VICE CHAIR

Ed Miller, Rush No More RV Resort

TREASURER

Davis Dathe, Quality Inn & Suites/Days Inn, Americas Best Value Inn

PAST CHAIR

Amber Galbraith, Executive Lodging of the Black Hills

BOARD OF DIRECTORS COMMUNITY REPRESENTATIVES Amanda Kille, Deadwood Chamber of Commerce Ann Thompson, Keystone Chamber of Commerce Dawn Murray, Custer Area Chamber of Commerce Janet Wetovick Bily, Hill City Chamber of Commerce Greg Miller, Murdo Chamber of Commerce Jacqueline Wyatt, Sundance Chamber of Commerce Jean Maher, City of Belle Fourche Jen Johnston, Mitchell Convention & Visitors Bureau Julie Schmitz Jensen, Visit Rapid City Kelsey Clark, Wall Badlands Chamber of Commerce Mistie Caldwell, Visit Spearfish Olivia Mears, Hot Springs Chamber of Commerce Sandra Eschenbacher, City of Kadoka Sierra Ward, Lead Chamber of Commerce Veronica Grosek, Sturgis Chamber of Commerce

AT-LARGE Carrie Gerlach, Black Hills Adventure Tours Gwyn Wathen, RAC Marketing Jackie Kusser, Wall Drug Store Tammy Jobgen, Xanterra - Mt Rushmore Toni Woodruff, Sturgis Buffalo Chip Wade Lampert, Best Western Ramkota

ATTRACTIONS Cameron Fullerton, Rushmore Tramway Adventures Clint Jones, Fort Hays Old West Town & Dinner Show

NON-VOTING LIAISONS John Brockelsby, Governor’s Tourism Advisory Board Susan Johnson, Black Hills Central Reservations South Dakota Department of Tourism

What a year it has been. COIVD-19 has shut down many states, and tourism is non-existent in many parts of our country. Earlier this year, most of us saw our plans met with uncertainty. Many individuals that we consider friends were fearful of not having a successful tourism season. However, thanks to you, our members, we have gotten through it together as we continue to recover.

I am so pleased with how everyone within our community came together. I am especially delighted with how well Michelle and her team at BH&B responded to help every member get the word out that the Hills were open for business, and our members’ doors were open to welcome visitors.

COVID-19’s lasting impact is still unknown. However, through the consistent hard work of OUR Black Hills & Badlands Tourism Association, we as an industry will continue to recover and build upon our history of excellence as we endure and grow as a premier tourism destination for the world over. They consistently design significant and affordable marketing pieces. Advertising pieces that make a profound impact on the number of visitors that come to explore our area.

It has been my extreme pleasure to serve as your Board Chair. I was able to have a front-row seat to see how OUR Black Hills & Badlands Tourism Association continued to market our industry in a positive light — and be a source of information, safety protocols and general business information to set your businesses up for success.

I wish all of you a truly remarkable and prosperous 2021.

TRADE ASSOCIATIONS Debbie Speas, Mount Rushmore Society Jennifer Womack, Devils Tower Country Lyndy Ireland, B&B Innkeepers of South Dakota

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BLACK HILLS & BADLANDS TOURISM ASSOCIATION

PRESSTON GABEL Board Chair

BH&B STAFF

T

he BH&B team is dedicated to supporting the travel and tourism industry throughout the entire region by working with partners to effectively contribute to, increase and sustain a vibrant visitor economy for the Black Hills and Badlands region.

MICHELLE THOMSON

PRESIDENT & CEO

COLETTE KUHFELD

ART DIRECTOR

HAYLI HULL

GREG VALLADOLID

VICE PRESIDENT OF MARKETING

MORGAN HUBERT

COMMUNICATIONS DIRECTOR

CINDY MILLETT

REGIONAL SALES DIRECTOR

REGIONAL SALES DIRECTOR

Rapid City, the Badlands and I-90 East, Lemmon & Custer

Northern and Southern Black Hills & Eastern Wyoming

SKIP STANEC

SUZY CONLON

VIC BUILDING MANAGER

VIC GIFT SHOP MANAGER

LEIRA JANKLOW

VICE PRESIDENT OF SALES

CYDNEY ARELLANO

DIGITAL MEDIA MANAGER

ARA BAUMSTARCK

VICE PRESIDENT OF OPERATIONS

ALYSSA ERMISH

MARKETING & LOGISTICS PROJECT MANAGER

LOIS PETERSON

ADMINISTRATIVE ASSISTANT

SUPPORT STAFF ALTA HANSON // GRACE PAYTON // RITA FRANTZ 2020 ANNUAL REPORT

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4

SDT PARTNERSHIP

B

H&B invested $190,000 in 2020 in a co-op marketing program with the South Dakota Department of Tourism (SDT). This doubles our advertising dollars and leverages the state’s brand and resources. Our partnership extends the reach of our messaging and diversifies our audiences through a mix of traditional and digital marketing channels.

PEAK SEASON

SHOULDER SEASON

$280K

$100K

$140K BH&B • $140K SDT

$50K BH&B • $50K SDT

March through August

September through February

INVESTMENT

CAMPAIGN CALENDAR RESULTS

19.1M

TOTAL IMPRESSIONS

MEDIA MIX

54K

TOTAL SOCIAL ENGAGEMENT

7.3M

TOTAL IMPRESSIONS

TARGET MARKETS

Direct Mail • Print • Cable TV • Connected TV Digital Audio • Digital Ads • Social Media SEM

CAMPAIGN CREATIVE EXAMPLES Display Ads Direct Mail

Facebook Instant Experience

5

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BLACK HILLS & BADLANDS TOURISM ASSOCIATION

30K

TOTAL SOCIAL ENGAGEMENT

PRINT

PUBLICATIONS SOUTH DAKOTA VACATION GUIDE

365K

PRINT COPIES

25,907

DIGITAL VIEWS

106

PARTNERS BLACK HILLS & BADLANDS VACATION GUIDE

150K

PRINT COPIES

13.2K

PAGEVIEWS

2:33

TIME ON PAGE

283

PARTNERS OFF-ROAD ADVENTURES

3:02

TIME ON PAGE

3K

20

PAGEVIEWS

PARTNERS

3:43

65

75

Gran

MOSKEE

18

Sa

lt

EL4327

From Gillette, Wyo

20

ay

Byw

283

16

282 282

668

Four Mile Old West Town

89

Southern Hills - 78 miles Mt. Rushmore and Custer State Park - 67 miles Central Hills - 71 miles Northern Hills - 143 miles Devils Tower - 121 miles Special Routes

315

N/A

Buses, Trucks & Trailers Note

Cheyenne

MULE CREEK JUNCTION From Lusk, Wyo

64

Route Location W H US 16A 6.5m S of Keystone 10'9" 11'0" US 16A 4m S of Keystone 11'6" 10'9" US 16A 3m S of Keystone 12'0" 11'4" US 16A 1m N of Keystone 41'10" 15'8" SD 87 6m SE of Sylvan Lake 8'9" 10'10" SD 87 2m SE of Sylvan Lake 8'0" 9'9" SD 87 1m N of Sylvan Lake 8'9" 9'8"

4K

1:45

N/A

89

318

MINNEKAHTA JUNCTION 322

er

10

18

EDGEMONT

18

ldli

fe

J.H. Keith Park Cascade Falls

Loop

Road

d

220

Spring Creek

Battle Creek

40 From Pine Ridge

12

?

719

The Black Hills Map is Sponsored by

79

5

656

Trout Haven Ranch

656

BUFFALO GAP ne

en

ey

Ch

ORAL

5

Black Hills Badlands

Angostura State Recreation Area 331

385

Sheps Canyon

EL3458

1

18 Angostura

er

Riv

Beaver Creek

2

HOT SPRINGS EL3448

385 The Mammoth Site of Hot Springs

FAIRBURN

33

16

6

Beaver Creek

101

13

From Crawford, NE

Visitor Center

Battle Mountain Lookout EL 4434

Cold Brook Reservoir

71

k Roa

HERMOSA

9

14

French Creek

13

Evans Plunge Mineral Springs

12

12

27 10

Cottonwood Reservoir

18

9

Riv

18

8

N/A

yle

2:13

Wi

385 333 Road

George S Mickelson Trail

Scenic

Cree

36 11

?

Wind Cave Nat’l Park

Prairie Dog Exhibit

Arg

7.7K

87

Wind Cave 16

g

10

?

5 Rankin Ridge Lookout EL 5013

7

PRINGLE

316

360

17

Visitor

PARK ENTRANCE FEE

17

391 313

316

715

317

Battle Creek

16A Center

Custer State Park

336

313

273

715

Black Hills Playhouse

Sprin

Big Thunder Gold Mine 17 Rushmore Borglum Story Nat’l Presidential Wax Museum 79 Holy Terror Mini Golf Rushmore Helicopters Rushmore Tramway Adventures Pinnacle Zipline Tour at RTA Rushmore Cave Rush Mountain Adventure Park

6

Mt. Coolidge Lookout EL 6023

339 Blue Bell Lodge

12

385

753

Center Lake 10

44 Main Street Classic Car Museum Rapid Creek Ft. Hays Old West Town & Dinner Show From Badlands Natʼl Park and Buffalo Hunt

HAYWARD

Legion Lake Game Lodge

341 Custer Mountain EL 6089 408 343

Cicero Peak EL 6166

235

Road

16A

Old MacDonald’s Petting Farm

ROCKERVILLE

40

EL4330 Playhouse

14

7

Black Hills Balloons

793

715

DEWEY

8K

345 Bismarck 349 Lake Stockade Lake

344

?

653

Suggested Itineraries

769

87

89

11

Museum

Bear Country USA

233

?

KEYSTONE

Playhouse Road Needles Hw y.

From Badlands Natʼl Park, Wall Kadoka and

WaTiki Indoor Murdo Waterpark Main Street 212 Rapid City Square Regional Airport

✈

79

16 Black Hills Escape Rooms

Road

Cosmos Mystery Area

16A

4

323

BOX ELDER

16

Museum of Geology TRUCK

Reptile Gardens

18

392

16

Nat'l Memorial

CUSTER EL5314

Sherid Spring Sheridan Creek Lake 358 Spring Creek

11

6

284

Lak

?

14

61 90

?

?

16

228

SD Air & Space Museum 67

Box Elder Creek

60

59

TRUCK

44

an

Black Hills Helicopters

EL3241

57 58

Dinosaur Park

Black Hills Caverns Chapel in the Hills 159 e

385

6

452

HISEGA

159

350 Horsethief ?

Lake Black Elk Peak Mount EL 7244 Rushmore Sylvan Lake

6

Adventure Rentals Beaver Lake Water Slide

270

Black Hills Tunnels

13

4

?

244

Hwy.

?

258

RAPID CITY 55

231 234

The Outdoor Campus West

18

Old Hill City Rd

3

16

Crazy Horse Memorial®

286 1881 Courthouse

French Creek

16

Jewel Cave Nat'l Monument

1880 Train

Deerfield

Spring Creek

385

285 284

287

288 Hell Canyon

27

123

Road Trips

305

Signal Hill

117

769

386

HILL CITY

Museum at Black Hills Institute

297 292

JOHNSON SIDING

52 EL3494

Box Elder Creek 173

167

Black Hills Visitor Information Center ELLSWORTH AFB

14

BLACK HAWK

d

251 Pactola Lake

EL4983 Road

303 299

293

4

48

EL3638

o Roa

Rimrock

321

Circle B Ranch Chuckwagon Trail Rides & ATV Rentals at High Country Guest Ranch

17

300

297

Bear Mountain Lookout EL 7166

Elk Creek

46

SUMMERSET

Nem

201

Seth Bullock Lookout EL 5922

318

Petrified Forest of the Black Hills

44

EL3494

Black Hills Outdoor Fun

188 17

Mt. Meadow ATV & Snowmobile Rentals at Deerfield Lake

291

118

34

FOURTH OF JULY

291

296

284

ARE BACK ON

16

Elk Mountain Lookout EL.5631

769

85

FALL EVENTS

Ditch Creek

301

421

90

PIEDMONT

Steamboat Rock

Road

2:37

117

Deerfield Lake

8

TILFORD

Dalton Lake

NEMO

tain oun nM

6.3K

10

607

294

117

NEWCASTLE

MYSTIC

?

7

Ir o

75K

DEERFIELD

DS BADLANILS & DEV WYO TOWER, S A MAP

85 ?

TASTING TRAIL

CreekRoa d

Mount Pisgah EL 6390 18

Beaver

43

Rapid Creek

Castle Creek

21

Beautiful Wonderland Cave

224

672

SILVER CITY

417

110

655

Rd.

3:56

109

111

14

44

18

Bikers Scenic Byway

168 137

26

Road

140

237

Interchange Exit Number U.S. Hwy. Marker State Hwy. Marker Forest Service Road County Road Visitor Information Monument Health Hospitals Mileage Between Stars Paved Highway Multi-Lane Divided Hwy. Gravel Road Black Hills National Forest Custer State Park Wind Cave National Park Tunnel George S Mickelson Trail

112

Sturgis Car Museum

34

79 37

40

208

ROCHFORD

©2020 by BH&B Computer generated by BH&B

Bear Butte Creek

6

Ft. Meade

32

385

17

Flag Mountain EL 6937

136

198 193

Roubaix Lake

231

189

233

110

Elk Creek

255

256

233

157

ek

17K

110

534

44

19

Mystic Trails Rentals

?

MAP LEGEND

34

STURGIS EL3421

ROUBAIX 151 Nemo Fish ‘N Fry Trout Pond

Custer Peak 216 Lookout EL 6804

George S Mickelson Trail

White Tail Peak

810

Cre

125K

Crooks Tower

117

11

30

yon Can

lder Bou

135

534 5

247

Mad Mountain Summer Adventures

17

206

14A

12

Sturgis Motorcycle Museum 170 Days of 76 Museum & Hall of Fame Trial of Jack McCall Adams Museum & House 170 Black Hills National Deadwood Mini-Golf 18 Cemetery & Arcade

Strawberry Hill

227

10

DUMONT

231

Bear Butte Lake

EL3654

Boulder Canyon 14 Golf Club at Apple Springs

DEADWOOD EL4537 PLUMA

385

6

Icebox Canyon 196

209 231

Trailshead Lodge Rentals

WHITEWOOD

Tatanka Story of the Bison 8

?

?

3

Homestake Opera House

175

107

85

MOTORCYCLE

196

16

O'Neill Pass EL.6689

875

BUCKHORN

FOUR CORNERS

LEAD EL5203

85

134

22

195 Outlaw Square Mt. Theodore Broken Boot Roosevelt 133 Gold Mine 4

Terry Peak Ski Area EL7064 Deer Mountain

CHEYENNE CROSSING

804 805

807

585

14A

Heartland Expressway

41K

High Plains Western Heritage Center 85

Spearfish Peak

CENTRAL CITY

Spearfish Falls

y

1M+

14A

Bridal Veil Falls

Little Crow Peak 19

SAVOY

222 Roughlock Falls

sswa

ATTRACTIONS

134

Spearfish Canyon Adventures

105

BlackHillsBadlands.com

Bear Butte State Park EL 4426

3

23

90

Expre

214

850

134

Citadel Rock

130

Iron Creek Lake

222

103

875

79

18

land

Termesphere Gallery & Museum

Cement Ridge Lookout EL 6647

807

nic

EL4744

N

19

ST. ONGE

Heart

Crow Peak EL 5780

863

SUNDANCE

141

& Northeastern Wyoming

VALE

17

17

Maps of Western South Dakota

212

Riv 20

34

Spearfish Rec & Aquatic Center D.C. Booth Historic Nat’l Fish Hatchery

14

?

Sce

From Devils Tower, Wyo ?

on

PARTNERS

10 12

From Faith, SD and Lemmon, SD

er

Fourche

EL3021

21 Lookout Mountain EL4452

85

NEWELL

22

Belle

BELLE FOURCHE

10

8

SPEARFISH EL3645

d Cany

CLICKS

NISLAND 212

Monument

10

14

Belle Fourche Reservoir From Bowman, ND and Dickinson, ND Orman Dam

85 Tri-State Museum ? Center of the Nation

r

90

10

19

Moskee Hwy.

TIME ON PAGE

212 Rive

2

WYOMING

PAGEVIEWS

rche

McNenny Fish Hatchery Mirror Lake

?

yon

Z

PRINT COPIES

Fou

34 543

BEULAH 205

Canyon

e

ALADDIN 111

Vanocker

Bell

24

Vore Buffalo Jump

From Buffalo, SD Rocky Point and Medora, ND State Rec. Area

From Broadus, Little Bighorn Battlefield and Alzada, MT

Devils Tower National Monument

From Devils Tower and Hulett, Wyo

Spearf ish Can

MAPS & CALENDARS

SOUTH DAKOTA

25K

PRINT COPIES

Reservoir

SMITHWICK

Kilometers 1 Miles

10

5

From Oelrichs, SD and Chadron, NE

N/A 2020 ANNUAL REPORT

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TRAVEL/TRADE PROMOTIONS

TRAVEL SHOWS

P

7

romoting the Black Hills and Badlands area to potential visitors at travel shows is an integral piece of our marketing strategy. It allows us to have conversations with potential visitors and answer their questions, while increasing member exposure and encouraging travel to the region.

SHOWS ATTENDED

26

PARTNERS PROMOTED

250.5K

CITIES

IMPRESSIONS

Denver, CO • La Crosse, WI Minneapolis, MN • Omaha, NE Milwaukee, WI • Duluth, MN

1,555 LEADS

79K

MATERIALS DISTRIBUTED

GROUP TOUR MARKETING

T

hese initiatives target key decision makers in the group tour industry, promoting international and domestic travel to the region.

GROUP TOUR MAGAZINE ADS Canadian Traveller: America Yours to Discover • Destinations, ABA • Courier, NTA Group Travel Leader • Groups Today

91K+

TOTAL EXPOSURE

GROUP TOUR PROFILE SHEET

30

15

200

100+

PARTNERS

REACH

INTERNATIONAL EFFORTS

PARTNERS

REACH

BRAND USA INSPIRATION GUIDE

TRADE SHOWS

CO-OP PARTNERS Crazy Horse Memorial® South Dakota Department of Tourism

National Tour Association 36 appointments

372K

PRINT COPIES

9

LANGUAGES

GREAT AMERICAN WEST GUIDE CO-OP PARTNERS Crazy Horse Memorial® The Mammoth Site of Hot Springs

272K+

EXPOSURE

6

COUNTRIES

+ Brand USA City Page on VisitTheUSA.com 7

POSTCARD BLITZ

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BLACK HILLS & BADLANDS TOURISM ASSOCIATION

50

COUNTRIES

American Bus Association 50 appointments +8 additional operator requests Virtual Go West Summit 30 virtual appointments +4 additional operator requests

DIGITAL MARKETING

BLACKHILLSBADLANDS.COM

B

lackHillsBadlands.com is BH&B’s call-to-action. As the official online source for regional tourism information, well over 1 million annual users discover the promise of a trip to the Black Hills and Badlands region here, and they decide to experience it for themselves. All of BH&B’s marketing efforts — advertising, publications, co-ops, social media — drive to BlackHillsBadlands.com.

3.3M

1.7M

PAGEVIEWS

SESSIONS

MEMBER EXPOSURE 386K

9.9K

7.16M

8.4K

TOTAL IMPRESSIONS

510.9K LIKES

ARTICLE VIEWS

3:20

COUPON INTERACTIONS

MEMBER BANNER IMPRESSIONS

25M

366.5K

PARTNER LEADS

LISTING VIEWS

SOCIAL MEDIA

TRAVEL BLOG

AVG TIME ON ARTICLE

EMAIL MARKETING 1.8M

TOTAL ENGAGEMENTS

62.5K

FOLLOWERS

29K

#DiscoverBlackHills

EBLAST

MICROBYTES

Consumer Newsletter

Industry Newsletter

90K

659

SUBSCRIBERS

SUBSCRIBERS

18.49%

28.85%

OPEN RATE

OPEN RATE

8.67%

15.32%

CLICK-TO-OPEN RATE

CLICK-TO-OPEN RATE

4K

CLICKS TO PAID CONTENT

ONLINE COMMERCIALS 11.2K

FOLLOWERS

3K

728K

CLICKS

IMPRESSIONS

TARGETED DISPLAY ADS 12.7M

IMPRESSIONS

1M

IMPRESSIONS

149K

CLICKS 2020 ANNUAL REPORT

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2020 MARKETING JOURNEY

I

n spring 2020, BH&B reevaluated our marketing plan and campaigns. While the world adjusted to unexplored terrain and uncertainty, BH&B pursued new opportunities and pathways using a fluid marketing approach. These new opportunities allowed us to bolster our traditional marketing efforts to local and out-of-region visitors — enhancing the way we market.

We carefully considered every step, ensuring these decisions benefited our visitors and members, and nurtured the success of the entire Black Hills and Badlands region.

PAUSED SDT CO-OP MARKETING CAMPAIGNS

CHANGING LANDSCAPE

Thanks for the weekly diversion Black Hills and all the amazing photographers. It is something I look forward to every week, but particularly now during the age of COVID-19.

605 Magazine NEW OUT OF REGION MARKETING OPPORTUNITIES

5280, Denver

Mpls.St.Paul Magazine 9

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BLACK HILLS & BADLANDS TOURISM ASSOCIATION

2020 MARKETING JOURNEY When the time for discovery and adventure comes once again, the Black Hills and Badlands will be here when you are ready.

DEVELOPED RECOVERY PACKAGES

RESPONSIVE MARKETING

ENHANCED BHBVG

SAFETY BLOGS

LOCAL CAMPAIGN

Boost Local Economy

REGIONAL COLLABORATIONS

Live Broadcast Regional Mailer

Direct Mail

SAFELY EXPLORING

Great faces and great places, all year long.

The Black Hills and Badlands of South Dakota are yours to safely travel.

REACTIVATED SDT CO-OP MARKETING CAMPAIGNS

FOSTERED PARTNERSHIPS

Rapid City Regional Airport Mural with Visit Rapid City 2020 ANNUAL REPORT

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SALES HIGHLIGHTS

2020 SALES PROJECT TOTALS 44%

4%

PUBLICATIONS

MAPS

$676,875.11

$56,741.25

9%

CO-OPS

2%

SPONSORSHIPS

$142,190

$1,532,490.21 TOTAL SALES

6%

$28,000

BlackHillsBadlands.com $97,227.50

31%

3%

$480,778.65

$50,677

MEMBERSHIPS

BHVIC

TOP THREE PRODUCTS SOLD CO-OP PARTNERSHIPS

BHVIC

1 TRAVEL SHOWS

1 BROCHURE SLOTS

2 TARGETED MOBILE ADS & GEOFENCING 3 SPRING DIRECT MAILERS

2 CUSTOM & LUMINAIRE DISPLAYS 3 CHAMBER PACKAGES

BLACKHILLSBADLANDS.COM 1 BANNER ADS

EVENTS & OUTREACH

2 EXTRA WEB LISTING 3 CUSTOM ITINERARY/BLOG

• • • • • •

DISTRIBUTION 7,500

MILES DRIVEN

11

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BLACK HILLS & BADLANDS TOURISM ASSOCIATION

Distribution Week Member Visits Literature Drop Annual Meeting Opening & Closing Dates Calendars VIP Card Program

BLACK HILLS VISITOR INFORMATION CENTER

BY THE NUMBERS

24,303

2.17 PEOPLE

3.55 DAYS

10

VISITORS

AVG SIZE OF PARTY

AVG TIME SPENT IN REGION

COUNTRIES REGISTERED

$173.46K

13,030

228

60

GIFT SHOP SALES

OHV PERMITS

STATE PARK PASSES

MICKELSON TRAIL PASSES

★★★★★

★★★★★

This is a great place to spend some time and get all the information you need on the area!

The staff were very nice and helpful!

Alta and Grace are amazing! They were so helpful and kind.

The visitor center was clean and laid out well. They had a cute giftshop with lots of local American made gifts. A must stop!

★★★★★

Great place to stop for your ATV passes.

Large parking lot. Ladies working were very friendly and my wife liked the giftshop.

TOP REGISTERED STATES

COUNTRIES

1 MINNESOTA

1 IRELAND

2 SOUTH DAKOTA 3 TEXAS

2 AUSTRIA 3 FRANCE

4 IOWA 5 MICHIGAN

4 NEW ZEALAND 5 JAPAN

6 WISCONSIN

6 RUSSIA

7 OHIO 8 FLORIDA

7 AUSTRALIA 8 ETHIOPIA

9 COLORADO 10 CALIFORNIA

9 COLUMBIA 10 MEXICO

*The VIC was closed due to COVID-19 March 24 to May 19, 2020.

2020 ANNUAL REPORT

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2021 FISCAL YEAR

BOARD APPROVED EXPENSES ADMINISTRATIVE EXPENSES

MARKETING SERVICES EXPENSES

Accounting Bad Debts Collection Expenses Bank Charges Credit Card Processing Fees Dues – Association Memberships Health Insurance Retirement – Employer Matching Insurance – Prop/Liab./Work. Comp Interest Paid Office Equipment – Maintenance & Rent Mileage & Travel – Administration Software Licensing & Consulting Staff Training & Seminars Postage Staff Bonuses Service Contracts Subscriptions Office Supplies Uniforms Taxes – Payroll Telephone Utilities BH&B Salaries Sales Commissions Vehicle Operation & Maintenance Vehicle Loan Payments Maintenance Corporate Income Tax Payments

$11,350 $7,000 $200 $550 $6,000 $3,000 $66,230 $13,000 $17,400 $25 $8,000 $200 $2,500 $5,000 $6,325 $20,000 $5,500 $100 $8,000 $250 $46,500 $9,000 $9,000 $546,000 $15,000 $3,000 $15,600 $10,000 $2,500

TOTAL ADMINISTRATIVE EXPENSES

$837,230

Out-of-Region Marketing BH&B Matching Dollar Grants Publications – Black Hills Road Maps Publications – SD VG Publications – BHB VG Off-Road Guide Website – R&D Hostings Travel Expenses – Marketing Marketing Mailing & Distribution Expenses Marketing Supplies Self Promotion

TOTAL MARKETING SERVICES EXPENSES $694,236

MEMBERSHIP MARKETING SERVICES EXPENSES Board/Committee Meetings Member Identity Mileage – Member Service Travel – Member Services Member Referral Program Governmental Relations Member Events Spring Literature Swap

$250 $2,100 $1,000 $3,000 $500 $2,500 $1,000 $5,000

TOTAL MEMBERSHIP MARKETING SERVICES EXPENSES

$15,350

BHVIC EXPENSES TOTAL BHVIC EXPENSES

$375,372

19%

44%

BHVIC

ADMINISTRATIVE

$837,230

$408,099 $20,000 $31,837 $107,100 $90,000 $4,500 $8,000 $1,000 $200 $17,500 $3,000 $3,000

$1,922,188

$375,372

TOTAL EXPENSES

1%

MEMBERSHIP MARKETING SERVICES

$15,350

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BLACK HILLS & BADLANDS TOURISM ASSOCIATION

36% MARKETING SERVICES

$694,236

2021 FISCAL YEAR

BOARD APPROVED REVENUE BH&B REVENUE Corporate Partners Chamber/Trade Memberships SD VG Listing Memberships SD VG Listing Options SD VG Display Advertising SD VG City Pages Advertising Travel Professionals Guide BHB VG Display Advertising BHB VG Listing Options Digital Marketing Spring Literature Swap State Contract Black Hills Road Maps Interest Income Co-op Partnerships Sponsorships TOTAL BH&B REVENUE

BHVIC REVENUE $21,453 $32,000 $434,634 $73,745 $295,000 $69,796 $28,345 $152,468 $56,450 $98,920 $5,900 $65,000 $56,900 $500 $141,825 $28,000

Gift Shop Sales Licenses & Stamps Brochure Slots Display Panels Flat Panel TV Ads Poster Flip Panels Digital Information Panel Community/Chamber Member Package Sales Tax Collected TOTAL BHVIC REVENUE

$1,560,936

3%

$488,087

1%

OTHER

$500

TOTAL EXPENSES: $1,922,188 TOTAL REVENUE: $1,922,188 = $0 GIFT SHOP

$65,000

MEMBERSHIP

$361,252

16%

STATE CONTRACT

25%

$62,000 $235,000 $22,900 $20,637 $2,000 $2,840 $3,000 $7,875 $5,000

$302,000

3%

$1,922,188 TOTAL REVENUE

VIC MARKETING PRODUCTS

$59,252

52%

MARKETING PRODUCTS

$1,007,349

2020 ANNUAL REPORT

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BlackHillsBadlands.com 1851 Discovery Circle, Rapid City, SD 57701 // 605-355-3600