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Monthly Reports: November 2005

November 2005

   MEMORANDUM TO:  Jim Hagen

   DATE:  December 7, 2005

   FROM:  Billie Jo Waara

   SUBJECT:  Tourism’s November Monthly Status Report


You may download and print the entire November Report  in Adobe Acrobat (PDF).


Contents:

2010 Initiative
Governor's Conference on Tourism
Rural Tourism Development
Public Relations
Group Tour
Outdoors

Film Office
AAA/CAA
Information Centers

Hospitality
Inquiries
Native American Tourism
Photo/Video
Travel Market Advertising

Logo Usage
Publications
World Wide Web
Shoulder Season Campaign
Winter Campaign
Research
Intern
Great Shoulder Events
Great Events 2006
Tourism Office Funding


2010 INITIATIVE

Please refer to www.2010Initiative.com for updates.

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Governor's Conference on Tourism

Continued to draft copy for Tourism’s 2005 Annual Report, which will be distributed at the conference.  Worked on copy for remaining conference print materials.  Will mail conference registration form in December.  Contacted speakers for details on their travel, presentations, and handouts.

Finalized design of two images for new poster series, which will be unveiled at the Conference.

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RURAL TOURISM DEVELOPMENT

Finalized updates for Tourism Assistance Directory, which will be distributed at the Tourism Conference.

Participated in a Community Assessment, organized by the South Dakota Rural Development Council, in Pollock.

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PUBLIC RELATIONS

Posted press releases on the Northern Route to the Black Hills Film Festival, MLT Hosting, 2006 Great Events, and Great Service STAR winners to State News Web and MediaSD.com.

Reviewed responses from CVBs on questions relating to National Tourism Week, May 2006.

Provided outdoors or travel media interviews/information to Chicago Tribune, Newark Star Ledger, Midwest Outdoors, Fishing the Wildside, KSFY TV, Balanced Communications, Tony Dean Outdoors, Small Market Meetings, Wisconsin Outdoor News, Tacoma News Tribune, Reader’s Digest, Orion Multimedia, Wingshooting World, KCCR radio, Mitchell Daily Republic, Louisville Times, Shotgun Digest, Dakota Outdoors, South Dakota Outdoors, and Group Travel Leader.

Press hits with circulation and estimated ad equivalence include: Good Age Magazine (72,500) October 2005, with ad equivalence of $7,347; American Cowboy (90,681) Sept/Oct 2005, Buffalo Roundup, with ad equivalence of $21,515; Travel America (245,000) October 2005, with ad equivalence of $23,400; Endless Vacations (1,712,564)  September 2005, Mickelson Trail/Deadwood, with ad equivalence of $21,150; Arthur Frommer’s Budget Travel (561,463) October 2005, Buffalo Roundup, with ad equivalence of $1,250; Home and Away Ohio (581,036) September 2005, Buffalo Roundup/Autumn Expeditions, with ad equivalence of $1,970; Home and Away Indiana (221,000) September 2005, Black Hills, with ad equivalence of $14,224; Midwest Living (925,000) September 2005, Spearfish Canyon fly fishing, with ad equivalence of $454,575; Coast to Coast (155,000) September-October 2005, Buffalo Roundup, with ad equivalence of $56,595; Cowboys and Indians (101,000) October 2005, Buffalo Roundup, with ad equivalence of $44,557; Star Tribune (678,650) 8/21/05, Autumn Expeditions, with ad equivalence of $7,000; Coloradoan, Fort Collins, (37,560) 09/18/2005, Buffalo Roundup, with ad equivalence of $4,740; Chicago Sun Times (382,471) 9/25/2005, Buffalo Roundup/AP, with ad equivalence of $4,981; Tribune Chronicle, Warren, Ohio, (44,000) 9/25/05, Buffalo Roundup/AP, with ad equivalence of $294; The Province, Vancouver, B.C., (161,409) 9/27/05, Buffalo Roundup/AP, with ad equivalence of $713; and St. Paul Pioneer Press (247,495) 5/1/05, What’s New/Badlands area, with ad equivalence of $27,105.  Total ad equivalence: $691,416.

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GROUP TOUR

Wrote job description and placed ad for opening with the Trade Sales & Marketing team.

Provided events, quotes, and information for South Dakota article in Courier magazine.  Sent requested information to Tour and Travel Planners, Illinois; and Zagorye Travel Company, Ukraine.  Wrote adventure fam tour for My Planet for TV crew for July fam.  Discussed 2006 tour and promotion with Roy Cushing Tours, Nebraska, which will include South Dakota.  Reviewed 2006 itinerary for Tours For You, Illinois, and made adjustments.  Company was hosted during the 2005 2Nation Tours Fam.  Met with representatives from Minnesota, North Dakota, and Manitoba regarding 2Nation Tours during National Tour Association (NTA) Convention.  As a result, will add a student itinerary for 2006.  Updated South Dakota Brochure Exchange contact information for 2Nation Tours.

Helped host 100 MLT agents in the Black Hills area.  MLT is the company name for travel agents associated with Northwest Airlines.  Agents were from the Midwest.  Purpose was to give them first-hand knowledge of the Black Hills so they could better sell trips to South Dakota.  The comment heard throughout the hosting was: “There is so much to do.  I had no idea.”

Attended World Travel Market in London, with Rocky Mountain International partners.  Met with 96 tour operators, journalists, and travel agents – 14 more than in 2004, resulting in new and longer itineraries.  Met with an additional 18 tour operators and journalists from the United Kingdom as a result of an e-mail sent to 47 of them.

Sent information on Hot Springs to Mayumi Yamasaki, Tokyo, for possible TV coverage with Minnesota.  They also plan to feature Laura Ingalls Wilder sites.  Provided information on top 10 events, contacts, and descriptions for Norwegian newspaper Aftenposten.  Sent color logo to Osamu’s Asian office for W’est Magazine cover.

Press hits with circulation and estimated ad value include: Dagblad Sp!ts, The Netherlands, daily newspaper (430,.000), “Bizondere” stormloop op de prairie, article on Buffalo Round Up South Dakota, October 11, 2005; with estimated ad value of $55,745.  National Geographic Traveler magazine, The Netherlands, released six times a year (50,000), “Pak op reis een bekende filmset mee, article on films in South Dakota, October/November 2005, with estimated ad value of $760.  Total ad equivalence: $56,505.

Mailed letter to South Dakota NTA and ABA (American Bus Association) members inviting them to be part of the South Dakota delegation at TIA Pow Wow in Florida in May.  There will be six South Dakota delegates attending, including South Dakota Tourism.

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OUTDOORS

Finalized plan for opening night banquet of the September 2006 AGLOW (Association of Great Lakes Outdoors Writers) Conference to be held in Sioux Falls.  Compiled list of pre and post tours and story ideas.  Contacted area Chambers of Commerce and CVBs regarding the conference.  Provided conference information to Horizons Newsletter, AGLOW’s official newsletter.

Will meet with 12 representatives of media outlets at the SHOT Show in February.  Publications include Field and Stream, Outdoor Life, Cabela’s, Sports Afield, Heartland USA, Gun Dog, Game and Fish, ATK, and Winchester.

Followed up with media hosted prior to and after the Hunt: Outdoor Life, Wisconsin Outdoor News, Sioux City Journal, Outdoorsman Productions, Heartland USA, Wildfowl, Gun Dog, Argus Leader, and Game and Fish publications.

Hosted writer and photographer on a tour of central South Dakota for upcoming/new coffee table-style magazine, which will focus on hunting communities and lodges.  Lined up lodging, hunting, and interviews for Ron Schara, who filmed in the Aberdeen area.  Hosted media during the Pheasants at the Corn Palace fam in the Mitchell and Plankinton areas: Sporting Classics, Shotgun Sport, Cabela’s, NRA publications, Omaha World Herald, Wild Dakota, and freelance writers. 

Finalized plans and locations for The Outdoor Channel when they film in South Dakota on a late-season hunt in the Pierre area in December.  Was interviewed by American Outdoors radio, and will host the television show on a hunt in the state in December with their host Fred Ramsey.

Continued fulfilling requests for information from the Outdoor News packet mailing.

Submitted comments to grant foundation regarding application by Pheasants Forever to secure additional public hunting grounds in South Dakota.

Contacted Wade Nolan regarding a pheasant hunt/fishing trip in early October 2006.  Have location secured and waiting to hear from writers.  Contacted Barrett Productions about future television filming opportunities in South Dakota.  Company produces a number of outdoor related shows, including Fall Flight and Ducks Unlimited TV.

Contacted media regarding a spring turkey hunting familiarization tour in the Black Hills.

Press hits with circulation and estimated ad equivalence include: Gun Dog (50,025) Sept 2005, late season hunting, with ad equivalence of $25,300; Wisconsin Outdoor News (46,630) Nov 4, pheasant hunting, with ad equivalence of $2,450; St. Paul Pioneer Press  (247,495) 09/4 and 18, both on pheasant hunting, with combined ad equivalence of $4,734; Fargo Forum (61,271) 10/15, 16, and 17, all on pheasant hunting, with combined ad equivalence of $6,529; Versailles Republican (11,400) 10/27, general outdoors, with ad equivalence of $294; North Platte Telegraph (14,200) 10/28, pheasant hunting, with ad equivalence of $433; and Sioux City Journal (48,175) 10/30, pheasant hunting, with ad equivalence of $2,144.  Total ad equivalence: $41,884.

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FILM OFFICE

Continued working on redesign of FilmSD.com, which included finalizing homepage and locations page.  Launch date for the new site is scheduled for early January.  Worked on hit list for panoramic images from across the state for the site.  Hired Megan Mercer in a temporary position with the Film Office.  Duties include data entry for FilmSD and following up with crew and service personnel.

Sent requested photos and information to a producer planning a short film in the spring of 2006.  Sent information to a producer looking to film a documentary in the Rapid City area.  Sent contact information to a producer looking to film Mount Rushmore from a helicopter.  Researched location and tax information for a potential project; forwarded information to contacts.

Completed media buy for January issue of Production Update magazine (circ. 24,000).

Attended AFI (American Film Institute) Fest in Hollywood.  Hosted reception for approximately 300 filmmakers and other guests with the other states in the Film the West consortium: Montana, Wyoming, and Idaho.

Participated in a conference call with representatives of the Northern Route to the Black Hills Film Division to discuss their film festival and other opportunities.  Wrote a press release for the festival.

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AAA/CAA

Fulfilled requests from AAA/CAA offices and independent travel agencies in California, Michigan, New Hampshire, Tennessee, Virginia, Washington, Washington DC, and South Dakota. 

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INFORMATION CENTERS

Car count at the Centers for September was down 21% from October 2004; for Canadian visitors, it was up 18.3 %; and for other international visitors, it was down 37%.  For the year, car count was down 6.2% over 2004; for Canadian visitors, it was up 6.6% over 2004; and for other international visitors, it was up 1.7% over 2004. 

In October, there were 36 motorcoaches and eight were international.  For the year, motorcoach count was 767, which was up 21.6% over the 631 logged for 2004.  Use of travel tapes and CDs at the Centers in 2005 was up 7.5% over 2004.

The top 20 states for visitation at the Centers for 2005:  1) South Dakota, 2) Minnesota, 3) Iowa, 4) Wisconsin, 5) Illinois, 6) Nebraska, 7) Missouri, 8) Washington, 9) Michigan, 10) Wyoming, 11) North Dakota, 12) Ohio, 13) Indiana, 14) California, 15) Florida, 16) Montana, 17) Texas, 18) Kansas, 19) Colorado, 20) Pennsylvania.

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HOSPITALITY

For 2005, 719 Governor Certificates for outstanding hospitality have been awarded; 295 foil stars have been awarded for a second recognition; and 173 pins have been awarded for a third recognition. 

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INQUIRIES

Total FY2006 Inquiries through 12-01-05

Mail:      11,353
Internet (e-mail):
     24,680
Phone:      4,475
Total:    40,508

Total FY2005 Inquiries through 12-01-04:

Mail:       16,062
Internet (e-mail):       24,040
Phone:        4,973
Total:     45,075

For fiscal year 2006, there is an overall decrease in inquiries of 10.1 percent over FY2005. 

Calculated Web stats for TravelSD.com for November:  

  Page Views Daily Average % Change over 2004
November (30 days) 765,810 25,527 31.7% increase

“Page views” represents the number of times each and every page within the web site is accessed.

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NATIVE AMERICAN TOURISM

Provided tribal contacts, website information, and Alliance of Tribal Tourism Advocates (ATTA) contact information to American Indian Travel Center, Germany.  Sent requested brochures.

Sent information on tribes, ATTA, attractions, etc. to Saddle Skedaddle, United Kingdom, for group tours. 

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PHOTO/VIDEO

Fulfilled requests for photos/slides to Lawrence & Schiller, South Dakota Counties Association, South Dakota Bankers Association, South Dakota Association of Rural Water Districts, ImageNation Online, SDN Communications, Sioux Falls; State Publishing, Department of Game, Fish and Parks, BPro, CMG Publications, State Treasurer’s Office, Pierre; Custer Stampede Committee; TDG Communications, Friends of the Mickelson Trail, Deadwood; Spearfish Chamber of Commerce; Winner Chamber of Commerce; Mitchell Area Vo-Tech; Wild Horses Multimedia, Aberdeen; Laura Ingalls Wilder Memorial Society, De Smet; Lemmon Chamber of Commerce; Quality Won Screensavers, Hawaii; “Making Meanings” textbook, Oklahoma; Tommy Swanson Travel, Kentucky; Prairie Business Magazine, Bismarck Tribune, North Dakota; David Ellis Associates, Austria; VIVA Magazine, Holland; CanUSA, RMI Office, Germany; and JetSet Voyages, France.

Fulfilled requests for stock footage of the Black Hills to Mike Mathis Productions, California, for use on the Amazing Vacation Homes show on the Travel Channel; and sent Mount Rushmore footage to Emotion Pictures Production, Denver, for use in Xanterra video. 

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TRAVEL MARKET ADVERTISING

Worked on final details of co-op marketing kit, which will be unveiled at the Governor’s Conference on Tourism.  Yearly program opportunities/publications/information will be organized and distributed together in a folder each year at the Tourism Conference.  Attendees will be cross-referenced with Tourism’s database for a mailing of kits to those who were not at the conference.  A folder presentation each year will eliminate numerous mailings to industry members throughout the year.  Information and forms will be available online at SDVisit as well.

Coordinated copy and photos for the 36 Giant Step partners.  Details of publications, market, and circulation were listed in the October report.  The first ads will appear in the April issues of magazines, as noted.

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Logo Usage

Worked on graphic commonalities document for use of the South Dakota script/logo.

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PUBLICATIONS

Ordered 30,500 copies of the 2006 Calendar of Events to insert in travel packets to fulfill requests for information prior to receiving the 2006-2007 Vacation Guide.  Updated listings and design for Tourism’s pages of the 2006-2007 Vacation Guide.

Received 49,900 copies of the Snowmobile Trails Map.  Distribution includes winter packets, local information centers across the state, and the Department of Game, Fish and Parks.

Continued making revisions to the Adventure Travel Guide, which is a booklet of adventure listings (with rental opportunities) provided free.  It is distributed by request, at Information Centers, and in media kits.

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WORLD WIDE WEB

On TravelSD.com: updated listings to show 57 packages, 13 coupons, and two “at par” packages in 34 cities and 22 categories.  Continued to add submissions to the online statewide calendar of events on TravelSD.com.

Compiled and drafted national research section for SDVisit.  Continued working on redesign of SDVisit, which will be launched at the Tourism Conference.

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SHOULDER SEASON CAMPAIGN

Statistical information for the shoulder season campaign will be announced at the Governor’s Conference on Tourism.

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WINTER CAMPAIGN

Mailed copies of Romancing the Snow magazine and Snowmobile Trails Map to call center staff.

Recorded message on Snow Report line inviting callers to call back in mid-December for an updated snow report, ending the fishing reports for the season.  Will start recording new snow reports three times a week beginning December 1 or sooner, if needed.

Worked on copy for winter issue of Tourism fyi newsletter, which will be mailed the first week of January to visitor industry members.  One story will detail the winter target markets and elements of the campaign.

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RESEARCH

Forwarded state park campground occupancy and visitation data from the Department of Game, Fish and Parks and airport traffic data from the Pierre Airport manager to the Center for Tourism Research for the Travel Monitoring System.

Developed spreadsheet to track print advertising by DMOs in South Dakota’s target markets.

Attended the CenStates Travel and Tourism Research Association annual conference.

Compiled data for the 2005 third quarter consumer web survey report.  Survey results for the third quarter were compiled from 143 respondents and include:

68 percent had been to South Dakota before

85 percent said they are planning a trip to South Dakota in the upcoming year

78 percent said TravelSD.com answered all of their travel questions

94 percent said they would recommend the site to another traveler

41 percent were referred to TravelSD.com by a search engine

40 percent indicated it was their first time visiting TravelSD.com

52 percent of the respondents are female; 34 percent are male; 4 percent declined to answer

66 percent are married

32 percent have children under 18 living at home

45 percent of the respondents are from the target states of Minnesota (15 respondents), Illinois (12), Wisconsin (9), Iowa (8), Missouri (7), Texas (6), Michigan (4), Colorado (2), Manitoba and North Dakota (1).Top out-of-target-market states include Tennessee (6) and California and Ohio (5). 

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INTERN

Wrote job descriptions for potential summer interns and submitted to Bureau of Personnel for posting: public relations, trade sales, research, photography, and information centers.

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GREAT SHOULDER EVENTS

Pierpont Storytelling Festival, August 13-14, Pierpont: Local committee reported attendance met their expectations even though rainy weather contributed to low turnout.  Storytelling and circle dancing attracted the most attendees.  Attendees were from North Dakota, Minnesota, Iowa, Nebraska, South Dakota, and France. 

Great Plains Bison-tennial Dutch Oven Cook-off, August 27-28, Yankton: Local committee reported attendance did not meet their expectations.  Ticket sales showed 2,200 people attended, who were from Nebraska, Iowa, Minnesota, Texas, Utah, and South Dakota.  The interactive food demonstrations and cook-off attracted the most visitors.  Four businesses returned surveys, and two reported an increase in business. 

Great Dakota Wine Fest, September 3-4, Vermillion: Local committee reported that attendance met their expectations, as it doubled in attendance over the 2004 event.  Attendees were from Nebraska, Iowa, Minnesota, and South Dakota.  Grape stomping attracted the most visitors.  Four of 29 business evaluations were returned; one reported an increase in business.

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GREAT EVENTS 2006

Fish Days, June 2-4, Lake Andes: A celebration of the town’s “lake” and “fish” history.  Events will include a dart tournament, queen contest, parade, carnival, softball tournament, demolition derby, bingo, pedal pull, antique tractor pull, kids` fishing derby, street dance, and free fish dinner.  Placed information on TravelSD and SDVisit.

L. Frank Baum Oz Festival, June 9-10, Aberdeen: Oz Festival explores the legacy of “The Wonderful Wizard of Oz” along with many other Oz works including film, music, and theater.  Additionally, the Festival promotes awareness and appreciation of Native American culture and heritage.  Placed information on TravelSD and SDVisit.  Will attend local committee meeting in December.

Black Hills Overdrive, Black Hills, June 9-18: All-car rally with a full week of club rallies, organized rides, events, and show competitions. The organizers’ goal is for this event to rival the Sturgis Motorcycle Rally.  Placed information on TravelSD and SDVisit.  Will attend local committee meeting in December.

Corn Palace Stampede Rodeo, July 13-16, Mitchell: Annual PRCA Rodeo includes a golf outing, mixer, parade, church service, candy toss, and a chili cook-off.  Rodeo includes bull riding, team roping, steer wrestling, and more.  Placed information on TravelSD and SDVisit.  Will attend local committee meeting in December.

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TOURISM OFFICE FUNDING

Deadwood gaming revenue deposited for October was down 12.6 percent at $219,248, as compared to $250,761 for October 2004.  The tourism tax deposited for October was up 9.8 percent at $517,081, as compared to $471,107 for October 2004.  The deposits in FY06 for gaming and the tourism tax are $4,475,571, as compared to $4,235,129 for FY05.  This is an overall increase in revenue of 5.7 percent when comparing the same time period.

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