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.
1
\\
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
//
2
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
3
\\
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
//
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
\\
BLACK HILLS & BADLANDS TOURISM ASSOCIATION
30K
TOTAL SOCIAL ENGAGEMENT
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
//
6
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
\\
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
//
8
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
\\
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
//
10
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
\\
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
//
12
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
13
\\
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
//
14
BlackHillsBadlands.com 1851 Discovery Circle, Rapid City, SD 57701 // 605-355-3600