2024 LEADERSHIP
As we close out another vibrant summer, let’s take a moment to reflect on the experiences we’ve had in the Black Hills & Badlands.
We’ve continued to showcase the stunning beauty, rich culture, and adventure that our region is known for. Each year brings new challenges, and even though the road got a little rough –sometimes quite literally – the tourism industry has proven once again that we can overcome any obstacle together.
While this year’s annual report reveals a dip in overall visitation, we continue to see robust taxable sales. It is evident that the marketing efforts by Black Hills & Badlands Tourism on behalf of our members have been effective. We’ve attracted high-quality visitors who engage with and invest in our region.
After our website reconstruction, we’re thrilled to see significant growth in engagement metrics. Site banners and events have attracted more clicks and views, while business listings have improved user experience with a lower bounce rate. Sponsored listings have also gained visibility. These enhancements reflect our commitment to providing valuable resources to our audience.
We owe a huge debt of thanks to our members. Thanks to your continued support our membership retention rate in 2024 is at 91%, which is a staggering 5-15% higher than most associations and non-profits. We are truly top performers in what we do and sincerely appreciate our members for continuing to trust in us year after year. It is through these wonderful partnerships that we continue to see success for our region.
Thank you for allowing me the opportunity to serve as your 2024 Black Hills & Badlands Board of Directors Chair. I wish you all a year of continued growth and success.
KELSEY CLARK Board Chair
The Board of Directors plays a vital role in the organization's success. They represent diverse members throughout the industry and community and provide strategic oversight, guidance and influence to support BH&B's mission.
OFFICERS
Kelsey Clark | Wall Drug Store * CHAIR
Carrie Gerlach | Black Hills Adventure Tours * VICE CHAIR
Gwyn Wathen | RAC Marketing * TREASURER
Toni Woodruff | Sturgis Buffalo Chip® * PAST CHAIR
BOARD OF DIRECTORS
COMMUNITY REPRESENTATIVES
Belle Fourche Chamber of Commerce
City of Box Elder Chamber of Commerce
Dawn Murray | Custer Area Chamber of Commerce
Sarah Kryger | Deadwood Chamber of Commerce & Visitors Bureau
Kendra Heeb | Hill City Area Chamber of Commerce
Hot Springs Chamber of Commerce
Medodi Heinis | Keystone Chamber of Commerce
Jamie Grangaard | Lead Chamber of Commerce
Johanna Allen | Mitchell Convention & Visitors Bureau
Ashley Geigle | Murdo Area Chamber of Commerce
Mistie Caldwell | Visit Spearfish *
Jamie Jessen | Sundance Chamber of Commerce
Brook Kaufman | Visit Rapid City
Annie Tice-Poseley | Wall-Badlands Area Chamber of Commerce
AT-LARGE
Clint Jones | Mount Rushmore Tours
Ryan Flick | Custer State Park Resorts
Tim Johnson | Deadwood Gulch Resort
Steve Saint | Fort Welikit Family Campground
Lyndy Ireland | Triangle Ranch Bed & Breakfast *
Megan Johnson | Rapid City Regional Airport *
ATTRACTIONS
Clay King | National Presidential Wax Museum
Presston Gabel | The Mammoth Site of Hot Springs *
Ben Larson | Rushmore Tramway Adventures
TRADE ASSOCIATIONS
Randi Sulzbach | Black Hills Vacations
Diana Nielsen | Mount Rushmore Society *
Mary Arlington | SD Campground Owners Association
NON-VOTING LIAISONS:
John Brockelsby | Governor’s Tourism Advisory Board
Travel South Dakota
*Executive Committee Member
MESSAGE FROM THE PRESIDENT
As we reflect on another year of welcoming visitors to the region, it is clear that Black Hills & Badlands Tourism Association is what it is today because of the unwavering support of our members. Your commitment and collaboration have been the driving force behind our shared accomplishments, and together, we have continued to make a meaningful impact on our region.
With over eight decades of promoting the beauty and uniqueness of our destination, we do so with pride in what we have achieved together. This milestone is not just a testament to our longevity but to the enduring partnership we share with you, our valued members. Through your support, we have fostered economic growth, elevated visitor experiences, and strengthened our region’s presence in the competitive tourism landscape.
In 2024, we embraced new opportunities and challenges with the same confidence and dedication that have guided us for decades. We remained committed to our mission of attracting visitors and driving them to your businesses, ensuring that our efforts continued to benefit both our members and each of our communities.
We’ve expanded our offerings, cultivated partnerships, and leveraged data more effectively than ever before. These efforts have not only enhanced our operations but also provided greater value to our members, ensuring that we remain at the forefront of destination marketing.
As we near our 85th anniversary, we look ahead with excitement, knowing that our collective efforts will continue to yield positive results for our region. This annual report provides a detailed look at the progress we’ve made and the impact of our work. It serves as a reflection of what we have achieved together.
On behalf of the entire BH&B team, I sincerely thank you for your continued support. Your partnership is the foundation of our success, and we are honored to serve you, our valued members.
With gratitude,
MICHELLE THOMSON President & CEO
Photo
STAFF
The BH&B team works with partners to increase and sustain a vibrant visitor economy for the travel industry in the Black Hills and Badlands region.
MICHELLE THOMSON President & CEO
ARA BAUMSTARCK Vice President of Operations
LOIS PETERSON Administrative Assistant
MEGAN PETERSEN Destination Services Specialist
UNDERWOOD VIC Supervisor
HULL Vice President of Sales
Regional Sales & Membership Director
Rapid City, the Badlands and I-90 East, Lemmon, Custer, Custer State Park & Pine Ridge Indian Reservation
INFORMATION HOSTS
Devon Urban, Katie Hoeke, Chad Tussing & Twila Ferguson
Regional Sales & Membership Director
Northern and Southern Black Hills & Eastern Wyoming
VALLADOLID Vice President of Marketing
Marketing & Communications Specialist
KEVIN SUKRAW Literature Distribution
Digital Marketing Specialist
Graphic & Media Arts Designer
JESSICA
SKIP STANEC VIC Building Manager
HAYLI
GREG
DEVAN WALSH
MIKE MAZZERELLA
MAKINSEY AHLRICHS
ALICIA VILLA JENA HOFER
VISION
(What BH&B would like to become)
Our vision is that the Black Hills and Badlands region will be the ultimate experience.
MISSION
(How BH&B will accomplish our vision)
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.
PURPOSE
(Why BH&B exists)
To serve members by promoting, advocating and marketing the Black Hills and Badlands region.
HOW WE'RE FUNDED
Your membership dollars help fund our board-approved strategic marketing plans that contribute in generating over $1.9 billion in regional visitor spending at businesses like your own.
We execute creative, integrated campaigns that align with industry trends. Our initiatives are responsible for generating millions of additional taxable sales for this region, and are made possible with your support.
APPROVED 2025 FUNDING
2024 STRATEGIC INITIATIVES
GROWING MEMBER RELATIONS
EXPANDING INDUSTRY ADVOCACY
ENHANCING MARKETING IMPACT
CULTIVATING REVENUE SOURCES
OPTIMIZING INTERNAL INFRASTRUCTURE
FACILITATING INFO NETWORKS
OUR VALUES IN ACTION
BH&B promotes the Black Hills and Badlands as a premier travel destination through the following mediums:
• South Dakota Vacation Guide and Black Hills & Badlands Vacation Guide
• Maps and Calendars
• BlackHillsBadlands.com
• Social Media
• Email Marketing
• Digital Marketing
• Domestic and International Consumer and Trade Shows
• Co-op Marketing with Travel South Dakota (TSD)
• Public Relations and Press Releases
• Literature Distribution
• Travel Trade Marketing
• Tourism Industry Advocacy
• Promotion through the Black Hills Visitor Information Center
BH&B initiatives contribute to the visitor industry’s economic impact on the region and the state.
$1.9B
OVERALL BLACK HILLS VISITOR SPENDING *AS OF YEAR END 2023, SDVISIT.COM
20,840
BLACK HILLS JOBS SUPPORTED *AS OF 2023
DATA-DRIVEN INSIGHTS
BH&B partnered with Datafy to focus on the physical behavior of the visitor, such as where people live, shop, play, what events they attend, and where they stay across the US. We focused on in-state and out-of-state travelers beyond a 75-mile radius of the Black Hills and Badlands region.
TOP DEMOGRAPHICS
INDICATORS
IN THE BLACK HILLS & BADLANDS
MARKETING CAMPAIGNS
BH&B drove visitation to the region through robust marketing campaigns. We showed people they could come to the Black Hills and Badlands region for a much-needed getaway filled with unexpected adventures, plenty of outdoor space, iconic attractions and memorable experiences.
MEDIA MIX
Search • Print • Direct Mail
Display • Social • Audio • Video
YEAR-ROUND CONSUMER IMPACT
FY2024 • Sources: GA4, Datafy, Love, L&S, Meta Business, & Emma
CREATIVE EXAMPLES
TARGET MARKETS
TRAVEL SOUTH DAKOTA PARTNERSHIP
BH&B invested $225,000 in FY2024 in a co-op marketing program with Travel South Dakota (TSD). 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.
MEDIA MIX
Paid Search • Print • Direct Mail Out-of-Home • Display • Social •Audio • Video
Multi-year partnership with local businesses and Travel South Dakota to drive awareness for the Sturgis Motorcycle Rally with the goal of attracting visitors to the Black Hills and Badlands and the State of South Dakota.
Video Ad
DIGITAL MARKETING
SOCIAL MEDIA
6.7M
TOTAL IMPRESSIONS
224.9K TOTAL ENGAGEMENTS
LEAD GENERATION
6.5K VACATION GUIDE REQUESTS
18K+ MEMBER LEADS GENERATED
111.3K SUBSCRIBERS
3.99%
CLICK-TO-OPEN RATE 33.23% OPEN RATE
Source: Emma
TARGETED DISPLAY ADS
1.5M IMPRESSIONS
5K TOTAL CLICKS
Source: Datafy
BLACKHILLSBADLANDS.COM
BlackHillsBadlands.com is BH&B’s call-to-action. All BH&B’s marketing efforts — advertising, publications, co-ops, digital — drive to our website. We are the official online source for regional tourism information. There are well over a half million active users who discover the promise of a trip to the Black Hills and Badlands region and decide to experience it for themselves.
CONTENT PAGES
3.7M
MONUMENTAL MOMENTS
The region's premier monthly photo and video contest featuring 12 partners sponsoring monthly prize packages.
Photo Submitted by Chris Johnson
Photo Submitted by Gerald Huebert
Photo Submitted by Don Kates
BH&B creates several print pieces with detailed visitor information. These guides encourage travelers to extend their stay, showcase the variety of experiences across the region and highlight the many seasonal activities and events throughout the year.
SOUTH
DAKOTA VACATION GUIDE Planning Resource for Potential Visitors
260K PRINT COPIES 80K
VIEWS
$452,359 REVENUE GENERATED
BLACK HILLS & BADLANDS
VACATION GUIDE
Designed to Extend Visitors' Stay
200K PRINT COPIES
13.8K DIGITAL VIEWS
$254,262 REVENUE GENERATED
OFF-ROAD ADVENTURES GUIDE
25K PRINT COPIES
23.9K DIGITAL VIEWS
$26,600
REVENUE GENERATED
MAPS & CALENDARS
• Attractions Map
• Motorcycle Map
• Fall Events Calendar
• Fourth of July Events Calendar
925K PRINT COPIES
$59,125 REVENUE GENERATED
CONSUMER TRAVEL SHOWS
Travel shows are an integral part of our marketing strategy. Attending these shows allows us to talk with potential visitors and answer their questions while increasing member exposure and encouraging travel to the region.
7 SHOWS ATTENDED 84K
APPROXIMATE MATERIALS DISTRIBUTED
2024 SHOWS ATTENDED
• THE ULTIMATE RV SHOW, DENVER, CO
• KANSAS CITY RV SHOW, MO
• LACROSSE SPORT SHOW, WI
• OMAHA BOAT, SPORTS & TRAVEL SHOW, NE
• RED RIVER VALLEY SPORTSMEN’S SHOW, FARGO, ND
• SIOUX EMPIRE SPORTSMEN'S SHOW, SD
• WISCONSIN SPORT SHOW, EAU CLAIRE, WI
MARKETS
BLACK HILLS VISITOR INFORMATION CENTER
BY THE NUMBERS
⭐⭐⭐⭐⭐
"We stopped in here and spoke with Jessica. She may have been the friendliest and most helpful person I have ever met. The information she gave us formed the basis of our entire time in the Black Hills. She gave us recommendations based on personal experience with the various attractions and venues."
"Great place to gather info on the Black Hills. Staff was very knowledgeable and helpful. If you need information, this is the place to stop."
TOP REGISTERED STATES
MEMBERSHIP
BH&B is made up of a robust mix of members who have invested in the region, our nonprofit association and the visitor industry. They are empowered to leverage our innovative marketing platforms, programs and opportunities to help grow their business and connect with millions of annual visitors.
Our Corporate Partners help fund BH&B’s boardapproved strategic marketing campaigns. Their support is essential to our success and ensures that the Black Hills and Badlands remains the ultimate destination.
483 MEMBERS 91% RETENTION RATE
INDUSTRY SUPPORT
OUR MEMBERSHIP MAKE UP
Distribution Week • Member Visits • Literature Swap • Parks & Attractions Meeting • Annual Meeting VIP Card Program • Opening & Closing Dates Calendars • Rally Rush • Sunflower Program • Sticker Program MICROBYTES
DISTRIBUTION
Newsletter
10,705
STICKERPROGRAM
FISCAL
2025 APPROVED REVENUE + EXPENSES
$2,398,595 TOTAL REVENUE
$2,398,595
TOTAL EXPENSES
