The Peter Norbeck Excellence in Tourism Innovation Award, first presented at the 2013 conference as the Excellence in Tourism Innovation Award, is given by Travel South Dakota to honor an industry partner for innovative marketing, special promotions, or improvements to their business or attraction that elevates the visitor experience and catches the attention of the visitor industry. In 2021, the award was renamed to honor Peter Norbeck, South Dakota's ninth governor and the visionary who saw South Dakota as a world-class tourism destination before there were even paved roads across the state.
 

Presented to
Holy Terror Days/The Haunting of Keystone

Governor Kristi Noem and Secretary present the 2023 Peter Norbeck
Excellence in Tourism Innovation Award to Holy Terror Days/
The Haunting of Keystone at the 2024 Governor's Conference on Tourism.

downloadable, hi-res version of this photo (300 dpi)

Created by a cooperative of Big Thunder Gold Mine/Big Thunder Inc, Rush Mountain Adventure Park/Rushmore Cave, and the Traveler Magazine/1899 Keystone Schoolhouse, Holy Terror Days/The Haunting of Keystone is comprised of three “haunted” attractions over multiple weekends. In its 13 years of existence, the event has grown in popularity, making it an important economic boost each year to Keystone while devoting 10% of the annual gross to community improvement and area causes.

Several businesses and at least 125 volunteer actors participate in the production, which takes months of planning and significant investment. Future plans include adding a parade, town lighting, and shopping promotions.

“As the event’s popularity has grown, so has the impact on this small town, in terms of motel reservations and restaurant business. In 2023, event attendance was up 34%,” said Gov. Noem. “For their efforts in providing a haunted good time for visitors, it’s my privilege to present this award.”
 

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